The document outlines a comprehensive online marketing workshop by Keith Feighery, covering key areas such as pay-per-click advertising, affiliate marketing, search engine optimization, and social media campaigns. It emphasizes the importance of analytics tools, audience targeting, and performance metrics to optimize digital marketing strategies. The guide also includes best practices for email marketing and various resources for further learning in online marketing.

1. Online Marketing WorkshopKeith Feighery: Digital Strategist

2. OverviewPay per Click AdvertisingAffiliate MarketingAnalytics ToolsSearch Engine OptimisationEmail MarketingSocial Media CampaignsIdentifying KPIs

3. Pay Per Click Advertising

4. Google Adwords

5. PPC IntroductionAnalyse your specific market Use Keyword ToolsAnalyse your online and offline competitorsTrellian.com, Google keywords toolCreate the PPC accountsGoogle, Bing, YahooDivide the main account into sub campaigns and GroupsEnables highly targetted Ad CamCreate Longtail multi-word bidsOver 60% searches use 3 or more wordsSet up a Conversion points and TrackAdjust constantly to ensure optimisation

6. PPC TipsMatch your keywords to optimised and tested landing pages What does Google's important "Quality Score” meanBased on CTR, relevancy of keywords, ads and landing pagesHigh quality score means higher ranking with lower bid costsTools and strategies to find the best PPC keywordsGoogle AdwordsKeyword SpyWordzeWordTrackerWrite highly optimised and design ads to attract highly targeted clicksMake sure landing pages are relevantRepeat bid keywords in copy (they are bolded and increase CTR)Try out “Arrow” formationClear Calls to ActionDynamic Keyword Insertion

7. Affiliate Networks & Performance Based Marketing

8. Affiliate Networks/Performance Mktg

9. Mobile Payment and Ad Networks

10. Analytics

11. Google Analytics

12. Enterprise Analytics Tools

13. Search Engine Optimisation

14. Some Key Factorswww.seomoz.org/article/search-ranking-factors

15. Top 5 Ranking FactorsKeyword Focused Anchor Text from External Links73% very high importanceExternal Link Popularity (quantity/quality of links)71% very high importanceDiversity of Link Sources (links from many unique root domains)67% very high importanceKeyword Use Anywhere in the Title Tag66% very high importanceTrustworthiness of the Domain Based on Link Distance from Trusted Domains66% very high importance

16. Next 5 Important FactorsKeyword Use in Internal Link Anchor Text on the Page47% moderate importance Keyword Use in External Link Anchor Text on the Page46% moderate importance Keyword Use as the First Word(s) in the H1 Tag45% moderate importanceKeyword Use in the First 50-100 Words on the Page45% moderate importanceKeyword Use in the Subdomain Name42% low importanceKeyword Use in the Page Name URL38% low importance

17. Social Media Campaigns

18. Elements of a social media campaignEssentials of a successful campaignKnow your target audiencePlan goals and aims of campaignPrepare internal organisation for impact of social media Identify stakeholders and task them with ownershipPick platforms and tools that relate to your identified audienceImplement a pilot programme and monitor and analyse campaign progressRevise approach and campaign based on feedbackRoll-out on different platforms and business areas incrementally

19. Implementing a social media campaignBenchmark existing statsCurrent site statistics - PPC and Organic Search Twitter followers, Facebook fans, Digg Links, existing traffic etc..Quantify ROI benchmarks – customer acquisition, advertising spend per channelDesign and develop the campaignDecide on channelsStakeholders ExpectationsPilotsRevision pointsMonitoring processEngagement process

20. Metrics that can be measuredTrafficTraffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc..Levels of InteractionComments etc… - engaged customers are quality customersSalesTargeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months)Leads/ConversionsIf not possible to convert online – therefore create other mesaurable conversionsLinksVideo links – Tagged: YouTube, Vimeo, Blip.tvBlog Links – trackbacks, comments, direct referencesDigg LinksBrand Metrics Positive Brand AssociationsWord of MouthBrand AwarenessPropensity to BuyBrand Recall

21. Email Marketing

22. Email Applications

23. Best PracticesIntegrate with CRM systemSegment Database, Dynamic Conent, Defined API Optimise and Test Subject LinesHave to attract attention and get through SPAM blocksDeliverability Own IP Address,Set up SPF recordsShare with Social NetworkMake it easy to share email content with networksClear Calls to ActionEnsure clear to customer what next step is

24. Best PracticesOrganic Opt-in List GrowthDon’t buy lists – when people unsubscribe – ensure they areFrequencyThink relevancy - Be cognisant of SPAMConstantly TestTest Content, Images, Subject Line, Address, Calls to actions, placements, layoutTemplate DesignFresh brand centric design

25. Lifecycle MessagingLifecycle messagingUnderstand spend or action patterns of usersAddress these with customised and personalised offersReduce customer churn and increase repeat business and retentionsFollow up segmented mails help convert recent prospectsNeeds to be done fast – or else you lose intentEmail Recommendations:Cheetah, E-Dialog – large Enterprise SolutionsStormpost, Goolara or ExactTarget aWeber, Triggermail, GetResponse – Medium size Enterprises

26. Newsletter Examples

27. Lifecycle Email MarketingInterested Prospects, Engaged Customers and Lapsed CustomersProspects, Optin for emails, visit your Web site, make an online purchase or visit a retail location.Engaged Customers maintain or increase purchase levels, strengthen loyalty, encourage recommendations to friends Lapsed Customers, gaining an understanding of their concerns, attempts to re-engage them , prevent them from switching allegiance to another compan

28. Elements of Email CampaignCampaign elements appropriate for Interested Recipients might include:Welcome messages Lead warming activities Promotions for first purchase Messaging elements to Engaged Customers can encompass:Renewal notices Shopping cart abandon notices Service alerts Receipts Reminders of upcoming events Special promotions for top customers Targeting based on Web site page visits Tactics to re-engage Lapsed Customers include:Sending surveys to identify reasons for lack of engagement Offering incentives to re-visit the Web site Delivering promotions to encourage purchases

29. Online Key Performance Indicators

30. Typical TrackableKPIsUnique VisitsCost per click / Click Through Rates / CPMCost per Lead / SaleBounce rateReturning visitorsAbandonment rateRecency RatesAverage Revenue Per UserAverage Revenue Per Paying User

31. Additional KPIsConversion Rates and Costs3rd Party Links – Emails, Promotions, Affiliates New account sign-upsArticle or press release viewsNewsletter signupsPage views per sessionNo. of site specific downloads

32. Appendix

33. PPC and SEO Some Siteswww.seochat.comwww.searchengineland.comhttp://www.webmasterworld.com/www.interleado.comwww.redcardinal.iewww.ringjohn.comwww.voodoo.iewww.seomoz.comhttp://www.webceo.comhttp://www.desktop-reporting.com/polaris.htmlhttp://www.redflymarketing.comhttp://www.google.com/intl/en/adwordseditor

34. Google Global FirefoxPluginhttp://www.redflymarketing.com/googleglobal/google_global-2.0.4.xpi.

35. Google Offline Adwords EditorGoogle Offline Adwords Editor and Manager