This is a workshop delivered by Matthew Kwan, Principal Consultant of Adams (www.adamshk.com) for Hong Kong Retail Management Association (HKRMA) of the Course "Retail Digital Marketing Management" on May 11, 2017.

1. Retail Digital Marketing Management Course (1)
Fundamental Techniques
for Search Engines SUCCESSES
Matthew Kwan
Principal Consultant, Adams
May 11, 2017
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The Hong Kong Retail Management Association - 零售數碼營銷管理課程

2. DISCLAIMER
Copyright © 2017.
Adams Company Limited
No part of this document is allowed to reprint or circulate publicly.
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3. Today’s Agenda
• What is the right strategy for Search Engine (Marketing)?
• How to show your brand on the first page?
• How to design your keyword strategy?
• How to increase your (SEM) Ad quality and Click Through Rate?
• How to optimize your (SEM) Ad performance?
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4. What is difference between
SEO and SEM?
How good was your result?
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5. What is the right strategy for
Search Engine (Marketing)?
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6. Search Engine Market Share in Hong Kong 2016
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7. Copyright © 2017. Adams Company Limited. 7
Source: http://returnonnow.com/internet-marketing-resources/2015-search-engine-market-
share-by-country/
Google is
winner in
most cases
but…

8. Search Engine Success Matrix
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HK China Rest of World
B2B • Google
• Yahoo?
• Baidu
• 360?
• Google
• BING
B2C • Google (Mobile) • Baidu
• 360?
• Google
Mainland
Visitors
• Baidu (Mobile)

9. Mainland Visitors
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Source: http://archives.guao.hk/wp-
content/uploads/2012/05/7265963930_778d94fc00_o.jpeg

10. Locational Advertising?
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11. What can you do in order
to win with Google?
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12. How Google Search Works?
https://www.youtube.com/watch?v=BNHR6IQJGZs
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13. Copyright © 2017. Adams Company Limited. 13
Is your
website
Mobile-
Friendly?
www.google.com/webmas
ters/tools/mobile-friendly
Source: http://www.businessnewsdaily.com/7808-google-search-ranking-mobile.html

14. https://testmysite.thinkwithgoogle.com
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15. Mobile friendly test
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16. https://developers.google.com/speed/pagespeed
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17. Search Engine Optimization Rules
1. SEO Basics
• Create unique, accurate page titles
• Make use of the "description" meta tag
2. Improving Site Structure
• Improve the structure of your URLs
• Make your site easier to navigate
3. Optimizing Content
• Offer quality content and services
• Write better anchor text
• Optimize your use of images
• Use heading tags appropriately
4. Dealing with Crawlers
• Make effective use of robots.txt
• Be aware of rel="nofollow" for links
5. SEO for Mobile Phones
• Notify Google of mobile sites
• Guide mobile users accurately
6. Promotions and Analysis
• Promote your website in the right ways
• Make use of free webmaster tools
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Source:
http://www.google.com.hk/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&cad=rja&uact=8&ved=0CCkQFjA
A&url=http%3A%2F%2Fwww.google.com%2Fwebmasters%2Fdocs%2Fsearch-engine-optimization-starter-
guide.pdf&ei=z_xIVcXdBITemAXlsIGoAw&usg=AFQjCNEMj8KHxhxQz9cMLoMxMDiLdrAbJw&sig2=Owe3zfUD
BEvYNGFqKRHTag

18. Google Webmasters
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19. How to show your brand on
the first page?
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20. Copyright © 2017. Adams Company Limited. 20
• Google My Business
• Google+
• Google Blogspots/Other Blogs
• Website Design & Structure
• Directories
• LinkedIn
• Youtube Channel
• SlideShare
• Facebook Fan Page/Account
• …etc

21. Copyright © 2017. Adams Company Limited. 21

22. Wikipedia Integration??
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23. Google+ Profiling
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24. Slideshare
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25. Youtube Channel
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26. LinkedIn
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27. Facebook Fan Page
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28. Business Directories
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29. So, how to play the Google Game
Organic / Paid
Desktop /
Mobile
Quality Score
Snippets /
Meta
Back links
Google
Webmaster
Tools
Google My
Business
Google+
Map/ Picture/
Video
…
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30. Snippets (Meta settings)
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Digital Marketing

31. Baidu Products
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32. Online Profiling (Baidu Baike)
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33. Baidu Brand Zone 品牌專區
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34. How to design your keyword
strategy?
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35. Copyright © 2017. Adams Company Limited. 35

36. Keywords
Page
(Web/FB…)
Contents
Meta & Pic
Settings
Ads Contents
Social Media
Contents
Hash # tags
E-Mail
Contents
Press Releases
…
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37. What kinds of keywords do
you want to include?
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38. What
keywords
should I use?
Exact Match
Vs Phrase Match
Vs Broad Match
My
Product
Product
Category
My Brand
Names
Complementors
Competitors &
Players
Channels &
Media
Cost Level?
Location?
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39. www.google.com/trends
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40. Baidu Index
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41. How to increase your (SEM) Ad
quality and Click Through Rate?
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42. Ad
Quality
CPC
CTR
Impressions
Ad
Description
Relevancy
Landing
Page Quality
& Relevancy
Contextual
Keywords
Mix?!!
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There is NO
SINGLE factor
that impact all
possible
factors!!!!

43. How to optimize your Ad
performance?
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44. Structure of AdWords
Account
Campaign
Ad Group
Keywords Ads
Ad Group …
Campaign …
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45. Campaign (Objectives) Budgeting
Budget
Products
Regions
LanguageInterests
…
• Daily Budget
• Budget Allocation &
Optimization
• Time of the day (Pacific Time)
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HK China SG
EN ZH EN CN EN
Product A 30% 20% 30% 10% 30% 10% 100%
Product B 20% 30% 10% 20% 20% 20% 100%
Product C 50% 25% 25% 50% 100%
100%

46. What should I look out for?
Search
Terms
Match
types
Negative
Keywords
Timing
Language
(mixed,
slang?...)
Budget Delivery
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47. Ad Preview and Diagnosis
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48. Q & A
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49. We look forward to collaborating with you!
www.adamshk.com
www.facebook.com/adams.news
www.youtube.com/adamshongkong
www.slideshare.net/adamshk
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