Day Two. November 20, Getting the Most Out of Social Media. Search Engine Optimization. Digital Advertising

Transcription

1 MARKETING BOOTCAMP

2 Day Two November 20, 2014 Getting the Most Out of Social Media Search Engine Optimization Digital Advertising

3 DIGITAL ADVERTISING Marketing Bootcamp Session #3

4 AGENDA 1 Google AdWords 2 Ad Maintenance 3 Building Better Ads 4 Measuring Success 5 Social Advertising 6 Key Takeaways

5 1 Intro to AdWords

6 AdWords is Google s advertising platform.

7 Inbound Methodology

8 Inbound Methodology Advertising is most important in the attract and convert phases.

9 Inbound Methodology Attract new customers with well-crafted digital advertisements of your products and services.

10 Inbound Methodology Convert these customers with well thought out landing pages and calls-to-action.

11 Benefits Take advantage of searches Allows potential customers to find you on Google Only pay when someone clicks on your ad Smart way to attract customers on the go

12 Ads appear on the world s largest search engine Small initial investment with a high ROI Complete budgetary control Target customers by location

13 AdWords Desktop Placement

14 AdWords Tablet Placement

15 AdWords Mobile Phone Placement

16 Building Blocks for AdWords Ads

17 Example Website Headlines are limited to 25 characters

18 Example Website Summer Sale Description Line 1 is limited to 35 characters

19 Example Website Summer Sale Save 15% Description Line 2 is limited to 35 characters

20 Example Website Summer Sale Save 15% The Display URL is limited to 35 characters

21 Other Important Tips Description lines cannot lead into the URL. For example they cannot say See this site:, Learn more at, Click Here The Display URL cannot be used as another line of ad text Ad text cannot appear cut off or incomplete If the Display URL is longer than 35 characters it will still work but will be cut off in the display

22 Pillars of AdWords Success

23 Structure Your AdWords Account Separate keywords or keywords lists into categories or themes Create ads that fit into each theme Ensure your ads speak well to potential customers

24 Choose the Right Keywords Keywords should relate to your business products and services They should be between 2-3 words long yet be neither too broad or too specific Use the Google Keyword Tool to find relevant keywords for your business

25 Write Attention Grabbing Ads Good ads speak to your potential customer s needs Offer a small preview of why searchers should visit your site Compelling ads utilize a clear and definitive call to action

26 Select the Right Landing Pages Create specific landing pages for each advertised product or service Good landing pages showcase the product or service the customer was searching for Never send a potential customer to your homepage

27 Track Conversions Login to your AdWords account to see how many clicks an ad received Use Google Analytics to see how long customers stayed on your site after clicking an ad Analyze your data to see which ads and landing pages are effective and which ones are not

28 Activity Time What are these ads doing right?

29 Activity Time Headlines with a clear offer Landing page URLs that are easy to read Compelling copy with call-toactions Good use of keywords

30 How much should I spend on my AdWords campaign?

31 Multiply the number of keywords you want to use in your campaign by their cost per click by a minimum of 100 clicks.

32 Focus on ROI rather than cost.

33 Set aside $1,000 - $2,000 per month to test your first campaigns.

34 2 Maintaining Your Ads

35 Most businesses don t spend enough time maintaining their ads. Regular maintenance drives down cost and increases ROI.

36 1 in 5 advertisers haven t logged into their AdWords account in the last 30 days.

37 The top 2 ad spots take up 40% of all clicks on a search results page

38 Businesses make an average of $2 for every $1 they spend on AdWords.

39 Smartphones and tablets make up 32% of all paid search clicks.

40 50% of mobile searches lead to a purchase.

41 30% of searches are for products and services that can be found locally.

42 Regular maintenance and monitoring will show you how ads are performing.

43 3 Building Better Ads

44 Relevant keywords and good copy are just part of a good AdWords campaign.

45 Google Keyword Planner

46 Helps generate keyword and ad group ideas

47 Enter in your website, a description of your business, and locations where you wish to target customers.

48 See suggested ad ideas, keywords and average search volume. The tool also shows the suggested bid for you.

49 Extensions add extra dimensions such as phone numbers, site links, reviews, ratings, social annotations and locations.

50 Enhanced Campaigns deliver more intelligent ads by factoring in the time of day a search happened, the searcher s location and the device used to search.

51 Ads will adjust for optimal exposure when and where you want to place them.

52 Enhanced AdWord Campaigns

53 Running Multiple Ads in a Campaign

54 The best campaigns run more than one ad at a time. This lets you experiment with different copy and calls to action. Always use different landing pages for each ad to see what drives more conversions.

55 Generate more leads with call tracking.

56 Use different phone numbers on different ads so you can see where your calls are coming from.

57 Use YouTube to advertise with video.

58 YouTube is the world s number one entertainment site and the 2nd largest search engine. Adwords for Videos allows you to tap into a large audience that you wouldn t reach with ordinary ads. YouTube

59 You only pay when people watch your advertisement.

60 25% of YouTube views come from mobile devices

61 TrueView InStream Ad These play before videos and users can skip them after 5 seconds. You are only charged if someone watches at least 30 seconds of the ad.

62 TrueView InSearch Ad These appear in the YouTube search results pages. These are similiar to pay-per-click ads.

63 TrueView InDisplay Ad These appear next to a video as an impression on a YouTube video page. These are similiar to pay-per-click ads.

64 Activity Time Plumber in Athens Plumber in Athens Click Here What can be done to improve this ad?

65 Activity Time Plumber in Athens Plumber in Athens Click Here Ad headline should speak to the customer s needs Include value or special deal that this ad can bring to the customer Can t use the words Click Here Shouldn t lead into the landing page Landing page should not be the homepage Add ad extensions Run an enhanced ad

66 4 Measuring Success

67 Understanding AdWords analytics helps you consistently improve your ads.

68 It s important to keep track of how your ads are performing to help keep your costs low and ROI high.

69 Data helps see which ads are working, how they are working, and which ones are not working.

70 Statistics & Conversions Performance Indicators

71 Statistics & Conversions Performance Indicators Setting Up Conversion Tracking

72 Statistics & Conversions Performance Indicators Setting Up Conversion Tracking Profitability Indicators

73 Performance Indicators Clicks How many users chose to follow an ad to your website Impressions How often the ad is shown on a search results page Clickthrough Rate The number of clicks the ad receives divided by the number of times the ad is shown

74 Performance Indicators Average Cost-Per-Click (CPC) Total cost of clicks divided by total number of clicks Max CPC Maximum amount you are prepared to pay for a click on your ad

75 Performance Indicators Cost Total amount of all actual CPCs Average Position Average rank achieved by your ad on the Google search results page

76 Profitability Indicators Conversion The number of actions achieved on your website following an ad click Conversion Rate The number of conversions divided by the number of clicks on the ad Cost Per Conversion The number of conversions divided by the cost of the campaign

77 Conversion Tracking Conversions are actions that you consider to be valuable Conversions can be sales, file downloads or form submissions

78 YouTube Analytics YouTube Analytics provides a greater insight into who s viewing your ads See views by location, gender, age and referral type View details on the length of time someone watches a video

79 Additional Tools

80 A powerful tool that can be used to extend and automate your PPC campaigns Integrates directly with Google AdWords Extends the current capabilities of the AdWords Editor Subscription based tool

81 Automatically finds new keywords, negative keywords and suggests new campaign and ad groups Often provides better suggestions and opportunities than Google s built-in suggestion tools

82 5 Social Advertising

83

84 Over 699 million people worldwide connect with their friends and businesses daily on Facebook.

85 Most online advertising provides 38% targeting accuracy, but Facebook delivers 89%.

86 Facebook Ads are optimized to help you get more people to visit your website or increase conversions. It costs, on average, 68% less to get a customer on Facebook than through other online channels.

87 Budget to spend between $.20 to $1.00 per Facebook fan.

88 Ads

89 Promoted Trends increase advocacy by kickstarting conversation, launching new products, running major marketing campaigns or targeting key dates to drive mass awareness. In the 14 days following Promoted Trend exposure, Twitter users produced 22% more conversations about an advertiser than the 2 weeks before exposure.

90 Objective-Based Campaigns have an intuitive interface that suggests the best ad based on your objective. You only pay when someone takes action with the ad.

91 Website Clicks or Conversion Compose your Tweet Crease a website card with landing page URL and photo Compose a headline Select a call to action

92 Promoted Tweets $ $4.00 per engagement Promoted Accounts Promoted Trends $ $4.00 per engagement $200,000 per day

93 KEY TAKEAWAYS Digital advertising through AdWords is a cheap way to advertise your business with a high ROI. Performing regular maintenance on your AdWords account will decrease your costs over time and provide better results. Facebook and Twitter also offer PPC advertising. Your budget should be based on your conversion goals.