Rachel Yeomans of Astek and Lora Templeton of Wiley Publishing speak on how Google AdWords and Google Analytics can help achieve your business goals. As presented to the Specialized Information Publishers Association (SIPA), they walk through best practices, tools, platforms and an in-depth case study that truly showcases a process to follow and build upon for your own advertising process.
Growing your Business with Email and Social Media MarketingGhost Partner
Many small businesses and organizations find themselves seeking the right strategies, tools and tactics to make their marketing efforts as effective as possible. But between Facebook and Twitter, email and mobile, deals, and whatever new social network is rolling out that month—there’s a lot to keep up with. And there are only so many hours in each day.
If your company needs to submit a WP Website Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/3llGr4c
Growing your Business with Email and Social Media MarketingGhost Partner
Many small businesses and organizations find themselves seeking the right strategies, tools and tactics to make their marketing efforts as effective as possible. But between Facebook and Twitter, email and mobile, deals, and whatever new social network is rolling out that month—there’s a lot to keep up with. And there are only so many hours in each day.
If your company needs to submit a WP Website Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. https://bit.ly/3llGr4c
One of the hardest things when writing is - editing. Through shared writing, we went through the process together in this piece inspired by the wonderful indie game, Machinarium...
If you haven't seen this game, please check it out!
One of the hardest things when writing is - editing. Through shared writing, we went through the process together in this piece inspired by the wonderful indie game, Machinarium...
If you haven't seen this game, please check it out!
BrightEdge webinar on winning with SearchDave Lloyd
Webinar with BrightEdge team on winning with Search - the Adobe Acrobat SEO story from 2011 to 2015.
Converting more customers online through a 5-step methodology of Strategy and Organize, Identify Demand, Scout Competition, Optimize Content, and Measure Impact
Join Optmyzr’s Fred Vallaeys and Hanapin’s Matt Umbro as they take you down the path of all the new and improved features that AdWords has rolled out…and what could be coming next!
Alexandra Tachalova (SEMrush) - Your Perfect AdWords StrategyeCommerce_Day
So finden Sie die besten AdWords Keywords für Ihre Werbeanzeigen auf Google.
Außerdem: Wie werden Rückschlüsse auf die Anzeigenqualität aus dem Besucherverhalten gezogen?
Vortrag vom Hitmeister e-Commerce Day 2014:
http://www.hitmeister.de/ecommerceday/videos/your-perfect-adwords-strategy/
Growth Hacking Workshop - Selfnation Case StudyLuke Szkudlarek
A quick intro to growth hacking together with a case study of a swiss fashion startup - Selfnation. We'll show some lessons from what.digital's work with startup and Selfnation's marketing campaigns.
This session was delivered as part of the series of workshops for Swiss Startups - organised by Venturelab.
How to Scale Your Business with the Help of AI in Advertising - NOAH19 BerlinNOAH Advisors
Google for Startups: Panel with Bernd Holbein and Jannette Flores, Google and Yishai Fried, Frontier Car Group at the NOAH Conference Berlin 2019, 13-14 June, STATION.
Have access to over 90% of the internet population
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“You can download this product from SlideTeam.net”
Showcase your proficiency in business communications and gain the client’s attention by using our topic-specific Marketing Strategy Proposal PowerPoint Presentation Slides. Explain the proficiency that your company holds in business communication, marketing factors, and advertisements that help your clientele in increasing brand awareness in different geographies. Illustrate the customized plans that your business offers like product development, market research, branding, online and offline advertising, public relations, and content marketing. Use this presentation template to portray your project summary, problem statement, proposed solutions, proposed channels for marketing, marketing approach, marketing project timeframe, future action metrics, client testimonials, payments terms, etc. With the aid of our reliable marketing plan proposal PPT theme, you can impress your clients by focusing on different strategies your workforce use for a successful product launch in the market. State the advantages your clients will get from these marketing plans offered by your company. Bring the attention of your business clients to your proposal by describing the various advanced services along with their communication methods to approach different segments in the market. Employ this creatively designed target market proposal PowerPoint presentation template and throw some light on your online and offline marketing strategies that include social media, webinar, e-mail, online conferences, online advertising, blogs, networking, speaking, meetings, print publications, trade shows, print advertising, etc. Use this PPT template to elaborate on the various analytical tools your company provides for measuring and assessing results. This information will help in landing more customers. Take the assistance of our interactive market strategy proposal PowerPoint graphic to illustrate your planning, execution, and evaluation program that gives your business partners more clarity about discovery, creation, pre-motion, live fundraising, post-campaign, and analysis of the product. You can download our ready-to-use market planning proposal PPT theme to create a positive impact on your prospects that turn into clients. https://bit.ly/3FIJiNY
Get Ahead of SEO by Improving User Experience (UX)Astek Consulting
Do Google’s algorithm updates catch you by surprise? Are you still scrambling to go mobile after “Mobilegeddon?" In this session, Andy Swindler discusses how Google’s ultimate goal is to provide the best user experience. Websites that pay attention to UX are consistently rewarded with higher SEO rankings and spend less time reacting to search engine updates, giving them a competitive advantage that leads to more relevancy, efficiency, revenue and purpose.
Andy Swindler presented this for the Specialized Information Publishers Association (SIPA) annual niche publishing conference in Washington, D.C., on June 5, 2015.
7 Steps to Analyzing and Improving Your Company's Website - B2B and B2C Strat...Astek Consulting
Do you really know if your website is bringing supporting your marketing and bringing in business? Do you know how to fix it?
Presented for the Society of Marketing Professional Services, this Slideshare explains Astek's SEVEN STEPS to analyzing a website and how marketing strategies can inform a better design and improved lead-generation.
It's tough to design a website that meets your business needs. Astek, a web design and digital marketing agency, shares the 7 key factors to consider when you design a website.
If you have any questions on the presentation, feel free to contact us at http://astekweb.com/contact.
Better Email Marketing Strategy and Tips - An Astek Think-n-Drink PresentationAstek Consulting
Looking for a better email marketing strategy? It's the most effective form of digital marketing in terms of ROI, and Jenny Fukumoto of Ragan Communications and Sara Gorksy of Astek presented this to show best practices, tips, tactics and theories.
An Astek Academy Think-n-Drink Presentation #chiThinkDrink
Using Social Media for Audience Development - For Non-Profit and Performing A...Astek Consulting
A short presentation given for the Illinois Arts and Business Council regarding the creation of an effective and impactful social campaign that drives patrons from awareness through loyalty to donor activation.
Social Media Strategy for Your B2B Business - Facebook, Twitter, Google+, Lin...Astek Consulting
A thorough presentation on using social media and designing an effective profile by Astek employee's John Armstrong and Rachel Yeomans. It contains advice for businesses to save time and money on Google+, LinkedIn, Twitter and Facebook.
For Publishers: Case Studies and Market Research for Mobile B2B Digital Marke...Astek Consulting
A webinar given by Andy Swindler of Astek and Greg Krehbiel of Kiplinger for the Specialized Information Publishers Association detailing market research and case studies to support the need for a comprehensive mobile strategy.
Twitter For Business: A "How To" for B2B MarketingAstek Consulting
Straight from the 312 Digital social media workshop, Astek Marketing VP Rachel Yeomans goes through the process of using Twitter to increase brand awareness, build a social media community and generate leads.
A simple introduction to RSS feeds, Reader applications and a "How To" from the blogging perspective. This Slideshare also includes information about the elimination of Google Reader and potential issues with FeedBurner for current users.
Astek's Rachel Yeomans walks through the process of creating an effective social media strategy for attendees at the Specialized Information Publishers Association conference in Miami Beach.
Content Management Systems: Webany for Increased SalesAstek Consulting
Andy Swindler and Lora Templeton discuss how new Content Management Systems help increase productivity, efficiency, and increase sales. Learn about Webany, Wiley's choice for CMS and why they consider it an invaluable tool.
Andy Swindler, President of Astek created this presentation for the Specialized Information Publishers Association conference and attendees interested in how they should think about SEO. Read more to discover how to use SEO in content creation and marketing strategies.
How do you measure the impact of social media for B2B? Tips, tools and processes are showcased in this power point, presented by Rachel Yeomans of Astek during the 2012 Annual Conference for the Specialty Information Publishers Association.
How do you use social media not only to market your upcoming event, but also to manage your event as it happens? This white paper walks you through social media and event management procedures and best practices as an event producer as well as an attendee.
Learn how to leverage LinkedIn for your small business! This presentation (presented as part of an Astek Academy Webinar) shows you how to optimize your LinkedIn Profile to be found online and to engage with your existing clients/partners through one of the most powerful social media platforms in existence!
Chicago Dancing Festival Blogger Outreach & Foursquare Program Case StudyAstek Consulting
Astek developed a blogger outreach program and Foursquare initiative for the Chicago Dancing Festival in 2011. This is a case study of the process and results.
I'm on your website, now what? Rachel Yeomans of Astek walks you through the process of engaging individuals once they are on your website, and to keep them clicking! This was presented during the SIPA (Specialized Information Publishers Association) Marketing Conference in 2011.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
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How to Speak Google: Using AdWords and Analytics to Grow Your Publishing Business
1. Presents
How to Speak Google:
Using AdWords and Analytics to Grow Your Publishing Business
Thursday, October 25, 2012, 1-2:30 p.m. EDT
Speakers
Rachel Yeomans
Lora Templeton
-
Leslie Davidson (Moderator)
t
SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION
-992-
2. Thank you for participating in “How to Speak Google: Using AdWords and Analytics to Grow Your Publishing Business.”
The manual contains important information you will need for this conference.
THIS CONFERENCE MANUAL
INCLUDES:
-in HOW TO ASK A QUESTION
CONFERENCE DETAILS
,
Web You are in
25
On ou
HOW TO JOIN THE CONFERENCE sipa1
Audio
1-888-450-9851 -
-
We at SIPA are excited about this session with two experts who will show you the ins and outs of AdWords and Analytics. You’ll
come away with strategies to help you create successful AdWords campaign—and analyze the results—without breaking the
bank. If you have questions about this webinar, please call us at 703-992-9339.
SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION
-992-
3. How to Speak Google:
Using AdWords and Analytics to Grow Your
Publishing Business
4. The Process…
What is Google AdWords
From a Campaign Perspective
What is Google Analytics
Google Analytics and AdWords
Now Back to the Campaign
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 2
5. What is Google AdWords?
Google’s main advertising product
and main source of revenue
Pay-Per-Click, Cost-Per-Click, Cost-
Per-Thousand-Impressions, Site-
Targeted Advertising
IP Address Exclusion & Frequency
Capping
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 3
6. What are the Benefits?
Time
Maintainability
Guaranteed Placement
Control
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 4
7. Keywords, Keywords, Keywords
What are people looking for on Google?
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 5
8. Keywords, Keywords, Keywords
Google AdWords Preview
Web SEO Analytics
AdWords Editor
SEM Rush
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 6
9. Finding Your Keywords
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 7
10. Finding Your Keywords
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 8
11. Our Campaign…
Our award-winning quarterly journal
Frances Hesselbein, Editor in Chief
Bruce Rosenstein, Managing Editor
Main marketing channel: Direct Mail
2009 – 243K pieces mailed
2010 – 215K pieces mailed
2011 – 207K pieces mailed
2012 – 143K pieces mailed
2013 – ???
Marketing microsite launched July 2011
– Email campaigns average $3K
iPad mobile app scheduled for launch
December 2012
Time to go digital!
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 9
12. leadertoleaderjournal.com
Marke�ng
site
with
new
content
monthly
Average
of
140
visitors
a
month
Two
email
campaign
promo�ons
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 10
13. Our Campaign Goals
§ Build site traffic
§ Raise brand awareness
§ Improve site discoverability
§ Grow e-alert list – Conversion Goal
§ Attract new subscribers – Conversion Goal
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 11
14. Setting up the Campaign
§ Campaign – Leader to Leader
§ Ad Groups
§ Leader to Leader – general branding
§ Leadership Journals – content
§ Leadership Gurus – our contributors
§ Insights You Need to Lead – customer-centric
§ Management – “How To” and guidance
§ Settings – US/Canada and $50 a day
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 12
15. Conversion Goals
§ Thank You Page for E-Alert Sign-Up
§ Subscribe Page
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 13
16. Conversion Goal Codes
§ Code can be emailed to web-designer
§ Or cut and pasted and inserted into page
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 14
17. Setting up the Ad Groups
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 15
18. Setting up the Ads
I
call
it
Google
Haiku:
Insights
For
Leaders
25
characters
The
Journal
by
Leaders,
For
Leaders
35
characters
From
the
Hesselbein
Ins�tute
35
characters
www.leadertoleaderjournal.com
35
characters
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 16
19. Picking the Keywords
Think
like
a
customer
when
you
create
your
ini�al
list.
Going
for
the
Obvious
Journal
�tle
Editors
Main
contributors
Associated
history
with
Peter
Drucker
Ge�ng
Intui�ve
Recent
ar�cle
subjects
Marke�ng
copy
our
own
website
metadata
Team
Brainstorming
and
finally
Google
AdWords
Keyword
Tool
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 17
20. How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 18
21. It’s
hard
to
resist
the
tempta�on
to
have
fun!
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 19
22. Drilling Down
— Keyword clusters provide more terms
— Competitive ranking: High to Low
— Exclude terms to refine search
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 20
23. Remember:
Competition: The number of
advertisers worldwide bidding
on each keyword relative to all
keywords across Google. The
shaded bar represents a
general low-to-high guide to
help you determine how
competitive ad placement is for
a particular keyword.
Even a most ordinary
phrase can suddenly
become competitive
overnight! Keep an
eye on your budget!
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 21
24. — Different
Keywords for
Different
— AdWord Groups
— Set my daily
budget and my
campaign is
ready to go!
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 22
25. Results within 24 Hours!
188 clicks! More than our monthly average of visits. SUCCESS!
Or was it? What would Google Analytics say?
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 23
26. What is Google Analytics?
Service offered by Google that generates
detailed statistics about the visits to a website.
The most widely used website statistics
service.
Google Analytics can track visitors from:
Referrers
Display advertising
Pay-Per-Click networks
Email Marketing
Digital Collateral
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 24
27. Now Back to the Campaign…
Leadership Gurus Ad Group emerges as immediate hit
§ Most impressions
§ Most clicks
§ Average CPC is lowest in the group
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 25
28. Day One in Google Analytics
First Lesson: Increased Visits is not equal to Increased Engagement
§ Eight seconds on the average spent on site
§ Less than two pages viewed
§ Bounce Rate higher than site average
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 26
29. Campaign Test One
Leadership Guru Ad Group Paused
§ Allowing budget to concentrate on higher-cost campaigns
§ May discover the optimum campaign for my target audience
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 27
30. Day Two in Google Analytics
Second Lesson: Most Clicked Ad Group Deserves Closer Look
§ Other campaigns didn’t increase performance
§ But Average Visit Duration Did
§ Bounce Rate Decreased
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 28
31. Campaign Test Two
Landing Page Analysis
§ AdWord Campaign is the Sales Pitch
§ Should Landing Page be more representative of the CONTENT?
§ If our audience wants Leadership Gurus – maybe we should deliver.
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 29
32. AdWords Editor
§ AdWords Editor is a free Google application for managing
your AdWords campaigns. Use it to download your account,
update your campaigns with powerful editing tools, then
upload your changes to AdWords.
§ Work offline, then upload your changes at any time.
§ Make bulk changes (such as updating bids or adding
keywords) in just a few steps.
§ Copy or move items between ad groups and campaigns.
§ Navigate through your account quickly and easily.
§ Circulate proposed changes and get feedback from other
users.
Allows editing of active campaigns without losing stats
Free Download at http://www.google.com/intl/en/adwordseditor/
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 30
33. AdWords Editor
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 31
34. But is this going to be Cool with Google?
Understanding
display
URL
and
des�na�on
URL
The
display
URL
is
the
website
address
that's
shown
in
your
ad.
In
standard
text
ads,
the
display
URL
appears
in
green.
Google
can
only
show
up
to
35
characters
of
your
display
URL
(or
20
characters
for
WAP
mobile
ads).
If
your
display
URL
is
longer,
a
shortened
version
will
appear
with
your
ad.
Display
URLs
should
give
customers
a
clear
idea
of
what
page
they'll
arrive
at
when
they
click
an
ad.
For
this
reason,
Google's
policy
is
that
both
display
and
des�na�on
URLs
be
within
the
same
website.
This
means
the
display
URL
in
your
ad
must
match
the
domain
that
visitors
will
land
on
when
they
click
on
your
ad.
For
example,
if
the
website
you're
adver�sing
is
using
the
domain
example.com,
your
ad's
display
URL
must
also
contain
example.com.
Example
An
ad
could
use
a
clean
display
URL
like
example.com,
while
using
a
more
specific
des�na�on
URL
like
example.com/camera_purchase_page.html
to
link
customers
to
the
most
relevant
page.
The
des�na�on
URL
is
the
address
for
the
landing
page
in
your
website
where
you'd
like
send
people
a�er
they
click
your
ad.
Your
des�na�on
URL
isn't
visible
in
the
ad,
so
you
can
use
it
to
direct
people
to
a
specific
page
within
your
site
without
clu�ering
your
ad.
How to Speak Google:
10/25/12 Using AdWords and Analytics to Grow Your Publishing Business 32
35. Okay, Cool
How to Speak Google:
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36. Day Three in Google Analytics
Third Lesson: Hey! That worked!
§ Overall click-rate improves from first day
§ Average Visit Duration improves from first day
§ Bounce Rate improves from first day
§ Page / Visit closer to pre-campaign average
How to Speak Google:
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37. Campaign Test Three
New Destination Page for “Leader to Leader” Ad Group
AdWords and keywords focus on Frances Hesselbein
How to Speak Google:
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38. New Destination Page for “Leadership Journals” Ad Group
AdWords and keywords focus on journal as product
How to Speak Google:
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39. New Destination Page for “Management” Ad Group: More Content
Guy Kawasaki of Apple is one of the emerging thought-leaders
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40. All edits loaded into Google AdWords Editor
How to Speak Google:
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41. Day Four in Google Analytics
§ Average Visit Duration at all-time high for campaign
§ Visit count stays steady
§ Bounce Rate up again
How to Speak Google:
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42. Campaign Test Four?
§ Google is suggesting that I look at my keywords
§ I’m also reviewing ads with high cost per click rates & may pause these
§ Campaign-specific landing page with incentive to sign-up for e-Alerts
§ And more…
How to Speak Google:
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43. Conclusion
Google AdWords vs Email
§ Email budget of $3K that’s spent in one shot can
sustain a longer AdWord campaign
§ Ongoing results can be analyzed to adapt the
active campaign
§ Greater insights into what audience will respond
to – in both marketing AND content
§ And finally…it’s really fun!
How to Speak Google:
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44. Thank You
Lora Templeton
Wiley
One Montgomery, St 1200
San Francisco, CA 94104
ltemplet@wiley.com
twitter.com/leetempleton
linkedin.com/in/loratempleton
Rachel Yeomans
Astek
3580 W Belden, Ste 3
Chicago, IL 60647
Rachel.yeomans@astekweb.com
Twitter.com/rachelyeomans
Linkedin.com/in/rachelyeomans
How to Speak Google:
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45. Speaker Bios and Contact Information
Rachel Yeomans
- TheWorkingWardrobe,
Forbes and Crain's New York
CONTACT
-486-6666
SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION
-992-
46. Lora Templeton -
-
CONTACT
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- -
SPECIALIZED INFORMATION PUBLISHERS ASSOCIATION
-992-