This document provides an overview of key aspects of digital marketing including paid media (PPC), websites, Google My Business, organic search, paid media advertising, and analytics. It emphasizes the importance of choosing platforms carefully, focusing content on mobile and users, optimizing websites and listings, tracking advertising campaigns, and using analytics to understand customer behavior and make data-driven decisions. The document recommends free resources like Google AdWords Academy and Google Analytics Academy to educate oneself on digital marketing strategies.

1. DIGITAL MARKETING ACADEMY
PAID MEDIA (PPC)
AND SUMMARY
NOV. 6TH, 2018

2. Digital Marketing Strategy
Digital
Marketing
Plan
Organic
Traffic
Referral
Traffic
Paid
Search
Traffic
Display
Ads Email
Marketing
Website
Demographic
Analytics/Tracking

3. Local Listings
Paid Ads
Local Listings
Organic

4. Paid Listings
Google Shopping
PPC Ad
Organic Listings

5. Social Media Advertising
Targeted and right in the
customers feed

6. Do we know what we
Are doing right?
Do we know what to look for
And what to do when we see
Red flags?

7. WEBSITES
• Choose platform carefully.
Not all platforms are created equal. It can be
difference between success and failure
• Site needs to be mobile focused, not just mobile
responsive. More people find information on
phones than on computers
• Cater content to your users. Keep in mind they don’t
understand your business the way you do. And they
don’t know why you are better then the next option. Make
to tell them
• No amateur websites. It is 2018. You probably consider
yourself to be a professional at what you do, so make you
look like it

8. GOOGLE MY BUSINESS
• Make sure all of your information is correct!
Address, phone number, hours of operation,
descriptions, etc.
• Add photos
• Get Reviews!!! People trust other strangers! (Odd)
Some studies show that as much as 85% of consumers
use consumer reviews as a major influencer in their
decision making process
• Let positive reviews tell consumers why you are awesome!
But let negative reviews be an opportunity to show that
mediocrity is not acceptable for your business

9. ORGANIC SEARCH
• Make sure that content is structured in an organized way
• Make sure content is relevant to the terms you would like
to rank for
• Ensure H1, H2 structure is properly set
• Be sure to set title tags, URL structure, page titles, etc.
(Tell Google what your site, and what the page is about.)
• Yoast Plugin can help WP users optimize their site

10. PAID MEDIA ADVERTISING
• Build out a comprehensive keyword list
• Make sure that conversion tracking is set up properly
• Focused ad copy! You only have a few lines or less to
close the deal to get the click!
• Utilize demographic, geographic targeting when possible.
Social media lets you create an amazing audience to increase
likelihood of conversion
• Follow up with inexpensive wins like retargeted display
• Make sure to have proper tracking for your campaigns!
It’s a total waste if you don’t know how many clicks, calls,
conversions, new customers, etc.
• Google AdWords Academy is free!!! Educate yourself!

11. ANALYTICS
• Track Everything!! It doesn’t matter whether you are an
E-commerce business, a service business, or a brochure site
With intentions of generating leads. Track Everything!!
• Data Doesn’t lie. You may think you have a great understanding
of your business, but data may tell you that your customers don’t
understand it. Be open to what the data tells you and be willing
to pivot when necessary.
• Google Analytics Academy is free!!! Educate yourself!

12. Toby Eborn
480-251-9594
toby@firetoss.com