17. PPC First
▪ Even when you have positon one in the organic
rankings you are still a long way down the page
18. Top Positions Get Clicks
▪ Depending on the competition there can be four ads
above your organic ranking as well as a map listing.
▪ With more searches on mobile than desktop positions
are crucial.
▪ Map listings will be key for any SEO strategy you
implement.
19. Map Listings Get Free Traffic
▪ You have map listings for some but not all locations.
20. They Need To Be Optimised
▪ Where there are listings there are some inconsistencies
and missing information which can affect your SEO
results.
21. Current Search Activity
▪ We can see there are ad campaigns running for a
variety of keywords, the focus appears to be more on
branded leisure centre words.
22. Current Search Activity
▪ We can see there are ad campaigns running for a
variety of keywords, the focus appears to be more on
branded leisure centre words.
35. People Search In Two Ways
▪ Your potential customers search by generic keywords
like gym membership, cheap gyms, swimming lessons
etc.
▪ The word “gym” alone has 201,000 searches a month
and “swimming lessons” has 9900 searches a month.
▪ People also search by location, gym harrow, swimming
lessons near me, local gym etc. This is what you shoud
capatalise on.
36. Search Strategy
▪ Push will run campaigns that target a radius around the
locations we will advertise for.
▪ We create a comprehensive list of keywords and ensure
that we create a structure that allows us to control the
spend across them.
37. Search Strategy
▪ We will use a national/regional structure to ensure we
cover keywords where people search by area, generic
terms and terms like “local” and “near me”
38. Search Strategy
▪ We will set up the account so each area has it’s own set
of campaigns and adverts.
39. Search Strategy
▪ Our tools give us the ability to manage 100’s of
campaigns and ad groups at a time.
Franchise Campaigns Ad Groups Keywords Ads
MOT Business 8 75 763 123
Hair Clinic Group 191 7942 452403 9596
Courier Service 89 488 13000 7152
40. Search Strategy
▪ We can control and report on all accounts individually
using our scripts and software
45. ▪Inviting Image ads / video ads or Straight to the point
Text ads on Desktop,Mobile & Tablet to attract the user
to your website
Display Network
46. ▪71% of time spent your potential customers are doing
the following:
▪Reading Articles
▪ Emails
▪Watching Video
▪Browsing.
Why Display
47. Display Strategy
▪ Target people looking for gyms/personal trainers
▪ Target people interested in fitness/workouts
▪ Target people interested in healthy living/eating
▪ Target people interested in weight loss
▪ Target people interested in learning to swim
66. ▪Over 1 billion people log into Gmail
▪Gmail ad: A powerful new traffic source to help grow
your business
▪56% of all adults use gmail as the email provider
Gmail Ads
77. ▪ YouTube has over a billion users–almost a third of all
people on the Internet.
▪ Everyday, people watch hundreds of millions of hours
of YouTube videos and generate billions of views.
Videos
78. ▪ Get in front of your target audience with Youtube Video
targeting & Youtube remarketing
So?
83. SEO - New Site Launch
▪ Important there is no disruption here when the new site
is launched. Possible migration audit/consultancy
needed:
– Is there a folder structure change?
– New CMS?
– Internal links remaining the same?
– Is meta data staying the same?
84. SEO - Technical Link Audit
▪ Check integrity of the site links and asses the large
volume of links currently showing.
– Mix of manual and technology reports
– Check for penalty risks
– Suggested links to disavow
85. SEO - Map Listings
▪ Optimised map listings make up circa 20% of the value .
– Review the test locations
– Ensure citations (multiple listings) are up to scratch
– Help set up Google listings where not in place
87. Tools For Map Listings
▪ New site launch audit - 1 day allowed for in set up fee.
▪ Technical link audit - Allow for 2-3 days, £1000-£1500.
▪ Map Listings - We will use a technology tool that costs
circa £10 per area per month to optimise listings. We
will cover cost at trial to assess impact.
90. Just Like Google
Between October 2013 and February 2014, Facebook
pages of all types saw dramatic reductions in organic
reach – a trend that came to be known by many names,
from “Facebook Zero” to “Reachpocalypse”
Google did the same when they push organic listings to
below the fold
Ads became the answer and hence the rise in ad
revenue
91. Recommendations
▪ Cover image
Add a caption to provide
further details and include a call to
action link. In this example a link to the
joining page could have been included.
▪ Using the images from the website
homepage slider, converted into a
a simple slideshow video can provide
synergy between the social media
channel and the website.
▪ Profile image
The current profile image is on a light background; replacing this with logo on a black background, will make it
stand out.
92. Recommendations
▪ Reviews
It is important to show members that you care.
Social Media should be the human face of your
business. So it important to respond to all customer
reviews, both positive and negative.
▪ Comments and Tags
It is also important to respond to any comments posted
by members, as well as posts that Everyone Active
has been tagged in i.e., Harrow Trampoline Club
▪ Pinned Post
Pinning a post at the top of your Facebook page give
you the opportunity to welcome visitors to your
page and provide key information such as joining
offers, contact information, link to your website etc.
93. Recommendations
▪ Posts
There should be a house style for all social media posts, so that they are easily identifiable as a Everyone Active
Post.
– All posts should include an image or a video
– There should be a style for different post types i.e., offers, promotions, timetables, messages etc
– Use emoji’s where possible to make posts look more engaging
– They should be consistent
▪ Services
Add the various facilities available to members on the Services section of Facebook, so that visitors can easily
see what facilities are available at the centre (without leaving Facebook).
▪ Videos
Where possible videos should be uploaded directly to Facebook.
– They will play automatically
– They will load quickly
– It is prefered by Facebook
94. Generic Ad
● This is an example of an ad that would be targeted to people
that fit the profile of Everyone Active customers and by
geographically targeting postcodes near the various centres.
● Advert
○ The aim of the ad is to encourage potential members to find
their local centre
○ The ad promotes the benefits of a membership, highlighting
them using emoji bullets.
○ The use of emojis have been found to make posts more
engaging.
● Video
○ Video gets most engagement on social media
○ The video should be 15 seconds (max 30 seconds)
○ Should include subtitles if their is a voice over/ people talking
on the video, as the majority of videos on social media are
viewed without sound
95. Canvas Ad
● This ad is for a specific centre. This example has been produced
for Harrow Leisure Centre.
○ This ad would be targeted to people that fit the profile
of Everyone Active customers and by geographical area
using postcode targeting
96. Canvas Ad
● Benefits
○ It’s quick to load
○ Provides the user with all the information they need
without leaving Facebook.
○ Links to external websites can also be added
i.e., Take a tour
● Canvas Functionality
○ Carousel
○ Panoramic images
○ Video
○ Links to external sites
97. Carousel Ad
● This is carousel advert enables the user
to view a number of different images by
scrolling from left to right
● The aim of this advert is to remind potential
members of the benefits of joining Everyone
Active, highlighting the swimming pool,
Free passes and online training and
workout plans.
● There is a direct call to action to sign up,
which can be seen in the ad text, as well as
the sign-up button.
● Clicking on the trackable link, any of the
carousel images or the Sign-up button will
take the user to the sign page on the
website.
99. Plan For Trial
▪ Top of Funnel
Local awareness campaign around the location of gym
Build a list of people who engage with the adverts
▪ Middle of Funnel
We could use lead box adverts to generate e-mails and names to send day
pass details too to get a clear idea of return from these campaigns
▪ Bottom of Funnel
Remarket to all people who have been to the website with these
adverts
We will be able to see interaction by tracking online sign ups
