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SEO, SEM, Social
Best Practices &
Campaign creation tools
Luke Freeman
Digital Marketing Coordinator, ABC
W: lukes.me       T: @lukefreeman
       Originally presented for GeneralAssemb.ly Sydney
AGENDA                                    2
‣   Digital Marketing

‣   Search Engine Optimisation (SEO)
     ‣   Basics, Best practices & Tools

‣   Search Engine Marketing (SEM)
     ‣   Basics, Best practices & Tools

‣   Social Media
     ‣   Basics, Best practices & Tools
SEO, SEM, SOCIAL


DIGITAL
MARKETING
DIGITAL MARKETING               4

Benefits
‣   Simple to start
‣   Highly targeted
‣   Measurable
‣   Controlled budget
‣   Increased brand awareness
‣   Immediate feedback

= very efficient
DIGITAL MARKETING                                                   5

Search Engines
‣   Google AdWords                  Note: YouTube (videos) and eBay
‣   YouTube (Yes! YouTube is #2)         (shopping) make the list, and
‣   Yahoo                            Facebook almost makes the Top 10
‣   Baidu (Chinese, Japanese)                                     list.
‣   Bing (formerly MSN/Live)
‣   eBay (Yes! The shopping site)      Google accounts for
‣   Naver (Korean)                  2/3 of global searches
‣   Ask.com                         and 90% of Australian
‣   Yandex (Russia)                                      queries.
‣   AOL
DIGITAL MARKETING                                                        6

Advertising Networks
Search                                              There are many other
‣Google AdWords                                       smaller networks or
‣Yahoo/MSN/Bing      (not very big in Australia)   ones with much higher
Social                                                   minimum spends.
‣Facebook
‣LinkedIn   (limited applicability)                  These are not relevant
                                                   to SMBs in most cases.
Display
‣Google   Display & YouTube (via AdWords)
DIGITAL MARKETING                                                        7

Advertising Networks
Search                                              There are many other
‣Google AdWords                                       smaller networks or
‣Yahoo/MSN/Bing      (not very big in Australia)   ones with much higher
Social                                                   minimum spends.
‣Facebook
‣LinkedIn   (limited applicability)                  These are not relevant
                                                   to SMBs in most cases.
Display
‣Google     Display & YouTube (via AdWords)
DIGITAL MARKETING       8

Social Media Networks
SEO, SEM, Social


SEARCH
ENGINE
OPTIMISATI
ON
Best Practices and Campaign Tools
SEARCH ENGINE OPTIMISATION   10

WHY?
SEARCH ENGINE OPTIMISATION   11

Types of Search
‣   Organic
‣   Paid
‣   Maps/Local
‣   Videos
‣   News
‣   Images
‣   More…
SEARCH ENGINE OPTIMISATION   12

Organic Search
SEARCH ENGINE OPTIMISATION   13

Paid Search
SEARCH ENGINE OPTIMISATION   14

Maps/Local
SEARCH ENGINE OPTIMISATION   15

Videos
SEARCH ENGINE OPTIMISATION   16

News
SEARCH ENGINE OPTIMISATION   17

Images
18
SEARCH ENGINE OPTIMISATION                               19

How Search Engines Work
‣   Spiders (crawlers/bots) follow links to find pages
‣   Pages are added to the SE index
‣   Users enter queries into the interface
‣   Relevancy algorithms determine the results
SEARCH ENGINE OPTIMISATION         20

How Search Engines Work
      crawled pages in the index
                   +
       ( phrases + parameters )
                   +
          relevancy algorithms
                   =
             search results
SEARCH ENGINE OPTIMISATION   21
SEARCH ENGINE OPTIMISATION


BEST
PRACTICES
How to ensure your pages rank well!
SEARCH ENGINE OPTIMISATION           23

Best Practices
‣   Accessible, quality content
‣   Keyword research and targeting
‣   Link building
‣   Social

‣   Measure & optimise
SEARCH ENGINE OPTIMISATION   24
SEARCH ENGINE OPTIMISATION                                               25

Accessible, Quality Content
‣   Machine readable & accessible to the visually impaired
‣   Unique (don’t duplicate content)
‣   SEO friendly coding – proper use of meta information and HTML tags
‣   Logical site architecture – every page is a potential landing page
‣   Search friendly URL structures
‣   Submit sitemap.xml to search engines and keep it up to date
‣   Proper use of Robots.txt
SEARCH ENGINE OPTIMISATION                         26

Keyword Research and Targeting
‣   What would you search for?
‣   What would your customers search for?
‣   What would your customers really search for?
SEARCH ENGINE OPTIMISATION         27

Keyword Research and Targeting


           GOOGLE
           KEYWORD
           TOOL

           Use alongside
           Google’s traffic
           estimator to find new
           ideas and their
           potential.
SEARCH ENGINE OPTIMISATION   28

Keyword Research and Targeting


GOOGLE
TRENDS

Formerly “Insights for
Search” you can
compare the trends
over time and
capitalise on upcoming
trends.
SEARCH ENGINE OPTIMISATION   29

     Keyword Research and Targeting


COMPETITO
R
RESEARCH
Finding out the
keywords, structure &
descriptions that a
competitor uses & their
backlinks can help
provide ideas.
SEARCH ENGINE OPTIMISATION   30

Keyword Research and Targeting
SEARCH ENGINE OPTIMISATION                                               31

Link Building
#1 EASIEST thing to do is to list your site on major directories like:
‣Yellow Pages
‣True Local
‣Google Places/Local/Merchant
‣Hot Frog
‣Gumtree
‣eBay (make a store)
‣Whereis
‣Local Buzz
‣Many more!
SEARCH ENGINE OPTIMISATION                                                 32

Link Building
Other more long term, however easy, solutions include
‣Formally requesting links from people – Scalability: Low, Quality: High
‣Competitive research – Scalability: Low, Quality: Moderate


More advanced techniques:
‣Linkbait/viral campaigns
‣Content/technology licensing
‣Partnerships, exchanges & trades
‣Paid links
SEARCH ENGINE OPTIMISATION                          33

Social Media for SEO
Great qualified, consistent links will help SEO:
‣Facebook
‣Twitter
‣Google plus
‣Youtube
‣Wikipedia (be very careful & only if relevant)
‣Much more!


Social media can be part of your content strategy
SEARCH ENGINE OPTIMISATION


TOOLS

Making your life easier, taking out the guesswork.
SEARCH ENGINE OPTIMISATION                                   35

Measuring Tools
‣   Google Analytics (or other website analytics packages)
‣   Google Webmaster Tools
‣   Bing Webmaster Toolbox
‣   Open Site Explorer
‣   Wordstream
‣   SEOMoz (in particular their Rank Tracker)
‣   SEOBook (in particular their Rank Checker)
‣   WebPosition
‣   Raven Tools SERP Tracker
SEARCH ENGINE OPTIMISATION                                         36

Learning Tools
Websites:
‣SEOMoz.org
‣GoogleWebmasterCentral.Blogspot.com
‣SearchEngineLand.com


Books
‣Basic - Search Engine Optimization For Dummies
‣Advanced - The Art of SEO: Mastering Search Engine Optimization
SEARCH ENGINE OPTIMISATION                                             37

Absolutely Must Have Tools
‣   Yourself – plan ahead, know your products, stay diligent & learn
‣   Excel – any spreadsheet application will do
SEO, SEM, Social


SEARCH
ENGINE
MARKETING
Best Practices and Campaign Tools
SEARCH ENGINE MARKETING                        39

WHY?
‣ Relevance
‣ Return on Investment (ROI)
‣ Reach


HOWEVER… you can only build good search campaigns
 for things that people are searching for!
SEARCH ENGINE MARKETING                40

Google AdWords
Search Network        Pull marketing

Display Network       Push marketing
(including YouTube)
SEARCH ENGINE MARKETING          41

To DIY, or not to DIY, that is the
question…

‣ Do it yourself (in-house)
‣ Agency
‣ Contractor
‣ Outsource
SEARCH ENGINE MARKETING   42

AdWords Terminology
SEARCH ENGINE MARKETING     43

AdWords Account Structure
SEARCH ENGINE MARKETING                                 44

AdWords Ad Formats: Text


                                 Sitelinks - Up to 6x
                                             35 Chars


                            Headline – 25 Characters
                          Display URL – 35 Characters
                          Description 1 – 35 Characters
                          Description 2 – 35 Characters
SEARCH ENGINE MARKETING      45

AdWords Ad Formats: Banner
SEARCH ENGINE MARKETING                            46

AdWords Auction

Ad Rank = Max CPC x Quality Score

CPC = Ad Rank of Competitor Below / Your QS + 1c
SEARCH ENGINE MARKETING             47

AdWords Auction

Ad Rank = Max CPC x Quality Score
SEARCH ENGINE MARKETING             48

AdWords Auction

Ad Rank = Max CPC x Quality Score
SEARCH ENGINE MARKETING


BEST
PRACTICES
How to get the most bang for your buck!
SEARCH ENGINE OPTIMISATION                        50

AdWords Best Practices
‣   Tightly structure your Campaigns & AdGroups
‣   Do extensive keyword research
‣   Use all match types
‣   Use negatives heavily
‣   Focus on highly relevant creative
‣   Constantly be testing your ads
‣   Use all applicable Ad Extensions
‣   Track conversions & optimise towards them
SEARCH ENGINE OPTIMISATION                               51

Campaign & AdGroup Structure
                             Effective campaign
                             organisation examples:
                             •Theme   or product line
                             •Your website's structure
                             •Different brands
                             •Geography
                             •Language
                             •Network preference
                             •Budgets
SEARCH ENGINE OPTIMISATION                               52

Campaign & AdGroup Structure
                             Effective campaign
                             organisation examples:
                             •Theme   or product line
                             •Your website's structure
                             •Different brands
                             •Geography
                             •Language
                             •Network preference
                             •Budgets
SEARCH ENGINE MARKETING           53

Keyword Research and Targeting


          GOOGLE
          KEYWORD
          TOOL

          Use alongside
          Google’s traffic
          estimator to find new
          ideas and their
          potential.
SEARCH ENGINE MARKETING      54

Keyword Research and Targeting


GOOGLE
TRENDS

Formerly “Insights for
Search” you can
compare the trends
over time and
capitalise on upcoming
trends.
SEARCH ENGINE MARKETING     55

     Keyword Research and Targeting


COMPETITO
R
RESEARCH
Finding out the
keywords, structure &
descriptions that a
competitor uses & their
backlinks can help
provide ideas.
SEARCH ENGINE OPTIMISATION   56

   Keyword Research and Targeting

SEARCH
TERM
REPORTS
Find out what search
terms your keywords
are being matched to
by Google.
SEARCH ENGINE OPTIMISATION                                    57

Keyword Match Types
The keyword “used book” can match to the following search terms
depending on its match type:
SEARCH ENGINE MARKETING                                    58

Negative Keywords

If you have a negative keyword "college" then the phrase
"used college book" will not trigger your broad keyword
"used book”.

Search term reports are very useful for discovering
negatives (“free” is the most common one).
SEARCH ENGINE MARKETING   59

Highly Targeted Ads
SEARCH ENGINE MARKETING                                       60

Writing Quality Ads
‣   Use up the allotted characters (get your money’s worth)
‣   Add in sensible punctuation
‣   Sell your product
‣   Think of your audience
‣   Attention grabbing titles
‣   Call to action
‣   Include keywords (preferably in headline)
‣   Benefit driven ads
‣   TEST, TEST, TEST
‣   AND TEST SOME MORE
SEARCH ENGINE MARKETING   61




Test Your Ads!
SEARCH ENGINE MARKETING                            62

Ad Extensions
‣   Display a map with your business location(s)
‣   Show product images, titles and prices
‣   Link to additional pages within your site
‣   List a click-to-call phone number
‣   Connect your Google+ page to your ad
‣   Include your business’ seller ratings
‣   Collect Email addresses
SEARCH ENGINE MARKETING                                                63

Conversion Tracking
Using Google Conversion Tracking tags or Google Analytics Tags you can
track directly from within AdWords.
Third party conversion tracking and bid management tools are also
available such as Adobe AdLens (formerly Efficient Frontier), DART Search
or Marin.
You should optimise your bidding based on an ROI or CPA basis.
SEARCH ENGINE MARKETING


TOOLS

How to get the most bang for your buck!
SEARCH ENGINE OPTIMISATION                                            65

Measuring Tools
‣   AdWords Editor – Desktop client for AdWords
‣   Bid Management: Adobe AdLens, Marin, DART, Kenshoo, Wordstream
‣   Website Analytics: Adobe Omniture, Google Analytics, WebTrends
‣   Web Industry Tools: Hitwise, SEO Toolbar
‣   Keyword Research: Wordstream, Keyword Spy, Wordtracker, SEMRush
SEARCH ENGINE OPTIMISATION                                             66

Learning Tools
Websites:
‣Google Learn, AdWords Help, AdWords Learning Centre, Inside AdWords
‣Wordstream
‣SearchEngineLand.com
‣SEOMoz.org
‣Training.SEOBook.com
SEARCH ENGINE MARKETING                                                67

Absolutely Must Have Tools
‣   Yourself – plan ahead, know your products, stay diligent & learn
‣   Excel – any spreadsheet application will do
SEO, SEM, Social


SOCIAL
MEDIA
MARKETING
Best Practices and Campaign Tools
SOCIAL MEDIA MARKETING                                    69

Why Social Media for Business?
‣   Social proof – savvy consumers expect it
‣   Humanise your brand – no marketing speak!
‣   Build influence sphere – networking and credibility
‣   Your competitors are there
‣   Your audience are using it
‣   Google is watching – helps your SEO
‣   Great brand exposure – serendipitous discovery
‣   Next generation of word of mouth marketing
‣   High quality links back to your site – helps SEO
‣   Opens up conversation – hear your audience and act!
SOCIAL MEDIA MARKETING


BEST
PRACTICES
Understanding what works!
SOCIAL MEDIA MARKETING                                                 71

Social Media Content
‣   Content is king!
‣   Engagement is key – photos, videos, conversation work well
‣   Define your goals
‣   Track your performance (engagement, growth & sales)
‣   Use the different platforms appropriately
‣   Develop a content plan and stick to it (spreadsheets are useful)
‣   Develop a listening strategy and stick to it
‣   Develop a style and stick to it - don’t use “marketing speak”
‣   K.I.S.S
‣   Assess, reassess and put what you learn into action
SOCIAL MEDIA MARKETING                              72

Social Media Advertising
                         Facebook is where it is almost
                                all at for the moment.


                           In some cases LinkedIn and
                             StumbleUpon work well.


                                   Twitter is expensive.
SOCIAL MEDIA MARKETING                                    73

Facebook Advertising
‣   Click through rate is everything
‣   Promoted posts work best
‣   Best promoted posts are photos, videos
‣   Segmentation is essential – use Power Editor
‣   Link back to website – use short URLs with tracking
‣   Give special deals
‣   Generate conversation
‣   Must make sense with content strategy
SOCIAL MEDIA MARKETING   74

Promoted Posts
SOCIAL MEDIA MARKETING   75

Audience Segmentation
SEO, SEM & Social - Intro, Best Practices & Campaign Tools
SEO, SEM & Social - Intro, Best Practices & Campaign Tools
SEO, SEM & Social - Intro, Best Practices & Campaign Tools
SEO, SEM & Social - Intro, Best Practices & Campaign Tools
SEO, SEM & Social - Intro, Best Practices & Campaign Tools
SEO, SEM & Social - Intro, Best Practices & Campaign Tools
SOCIAL MEDIA MARKETING                                   82

Links within Posts
                    ‣   Wherever possible link back to the
                        website
                    ‣   Shorten URLs with services like
                        bit.ly
                    ‣   Put tracking code within your URLs
SOCIAL MEDIA MARKETING                                                             83

Advertising Content
‣   Do not use “marketing speak” for promoted posts
‣   Give special deals to your fans (literally short for fanatics, these guys are
    disciples)
‣   Generate conversation (e.g. ask questions, this will give you a higher EdgeRank)
‣   Must make sense with content strategy
SOCIAL MEDIA MARKETING


TOOLS

Making your life easier!
SOCIAL MEDIA MARKETING                                                       85

Content Tools
‣   Social Management: Hootsuite, TweetDeck, Seesmic, BufferApp
‣   URL Shortners: bit.ly, ow.ly, goo.gl
‣   Image Tools: Photoshop, GIMP, Instagram
‣   Video Tools:YouTube,Vimeo, iMovie, Windows Movie Maker, Adobe Premiere
‣   Apps: Involver, ShortStack
‣   Planning: Google Spreadsheet, Excel

‣   Content Discovery: Google Alerts, Google Reader, Twitter Search/Lists
SOCIAL MEDIA MARKETING                                                         86

Measurement Tools
‣   Ranking – Klout, Twitalyzer, PeerIndex, Kred
‣   Impact – TweetReach, SocialMention, HowSociable
‣   Performance – Facebook Analytics, URL shortners, web analytics, NutshellMail
‣   Search – Twitter Search, Topsy, Google (Google Alerts)
‣   Finding Influencers – Twello,
SOCIAL MEDIA MARKETING      87

Advertising Tools
‣   Facebook Power Editor
‣   Adobe AdLens
‣   Ignite Social
‣   Qwaya
‣   Social Ads Tool
‣   Clickable
SOCIAL MEDIA MARKETING                                                 88

Absolutely Must Have Tools
‣   Yourself – plan ahead, know your products, stay diligent & learn
‣   Excel – any spreadsheet application will do
SEO, SEM, SOCIAL   89


Q&A
SEO, SEM, SOCIAL                                  90


THANKS!
Feel free to contact me with further questions.

E: luke@lukes.me
T: @lukefreeman
W: lukes.me

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SEO, SEM & Social - Intro, Best Practices & Campaign Tools

  • 1. SEO, SEM, Social Best Practices & Campaign creation tools Luke Freeman Digital Marketing Coordinator, ABC W: lukes.me T: @lukefreeman Originally presented for GeneralAssemb.ly Sydney
  • 2. AGENDA 2 ‣ Digital Marketing ‣ Search Engine Optimisation (SEO) ‣ Basics, Best practices & Tools ‣ Search Engine Marketing (SEM) ‣ Basics, Best practices & Tools ‣ Social Media ‣ Basics, Best practices & Tools
  • 4. DIGITAL MARKETING 4 Benefits ‣ Simple to start ‣ Highly targeted ‣ Measurable ‣ Controlled budget ‣ Increased brand awareness ‣ Immediate feedback = very efficient
  • 5. DIGITAL MARKETING 5 Search Engines ‣ Google AdWords Note: YouTube (videos) and eBay ‣ YouTube (Yes! YouTube is #2) (shopping) make the list, and ‣ Yahoo Facebook almost makes the Top 10 ‣ Baidu (Chinese, Japanese) list. ‣ Bing (formerly MSN/Live) ‣ eBay (Yes! The shopping site) Google accounts for ‣ Naver (Korean) 2/3 of global searches ‣ Ask.com and 90% of Australian ‣ Yandex (Russia) queries. ‣ AOL
  • 6. DIGITAL MARKETING 6 Advertising Networks Search There are many other ‣Google AdWords smaller networks or ‣Yahoo/MSN/Bing (not very big in Australia) ones with much higher Social minimum spends. ‣Facebook ‣LinkedIn (limited applicability) These are not relevant to SMBs in most cases. Display ‣Google Display & YouTube (via AdWords)
  • 7. DIGITAL MARKETING 7 Advertising Networks Search There are many other ‣Google AdWords smaller networks or ‣Yahoo/MSN/Bing (not very big in Australia) ones with much higher Social minimum spends. ‣Facebook ‣LinkedIn (limited applicability) These are not relevant to SMBs in most cases. Display ‣Google Display & YouTube (via AdWords)
  • 8. DIGITAL MARKETING 8 Social Media Networks
  • 11. SEARCH ENGINE OPTIMISATION 11 Types of Search ‣ Organic ‣ Paid ‣ Maps/Local ‣ Videos ‣ News ‣ Images ‣ More…
  • 12. SEARCH ENGINE OPTIMISATION 12 Organic Search
  • 13. SEARCH ENGINE OPTIMISATION 13 Paid Search
  • 14. SEARCH ENGINE OPTIMISATION 14 Maps/Local
  • 18. 18
  • 19. SEARCH ENGINE OPTIMISATION 19 How Search Engines Work ‣ Spiders (crawlers/bots) follow links to find pages ‣ Pages are added to the SE index ‣ Users enter queries into the interface ‣ Relevancy algorithms determine the results
  • 20. SEARCH ENGINE OPTIMISATION 20 How Search Engines Work crawled pages in the index + ( phrases + parameters ) + relevancy algorithms = search results
  • 22. SEARCH ENGINE OPTIMISATION BEST PRACTICES How to ensure your pages rank well!
  • 23. SEARCH ENGINE OPTIMISATION 23 Best Practices ‣ Accessible, quality content ‣ Keyword research and targeting ‣ Link building ‣ Social ‣ Measure & optimise
  • 25. SEARCH ENGINE OPTIMISATION 25 Accessible, Quality Content ‣ Machine readable & accessible to the visually impaired ‣ Unique (don’t duplicate content) ‣ SEO friendly coding – proper use of meta information and HTML tags ‣ Logical site architecture – every page is a potential landing page ‣ Search friendly URL structures ‣ Submit sitemap.xml to search engines and keep it up to date ‣ Proper use of Robots.txt
  • 26. SEARCH ENGINE OPTIMISATION 26 Keyword Research and Targeting ‣ What would you search for? ‣ What would your customers search for? ‣ What would your customers really search for?
  • 27. SEARCH ENGINE OPTIMISATION 27 Keyword Research and Targeting GOOGLE KEYWORD TOOL Use alongside Google’s traffic estimator to find new ideas and their potential.
  • 28. SEARCH ENGINE OPTIMISATION 28 Keyword Research and Targeting GOOGLE TRENDS Formerly “Insights for Search” you can compare the trends over time and capitalise on upcoming trends.
  • 29. SEARCH ENGINE OPTIMISATION 29 Keyword Research and Targeting COMPETITO R RESEARCH Finding out the keywords, structure & descriptions that a competitor uses & their backlinks can help provide ideas.
  • 30. SEARCH ENGINE OPTIMISATION 30 Keyword Research and Targeting
  • 31. SEARCH ENGINE OPTIMISATION 31 Link Building #1 EASIEST thing to do is to list your site on major directories like: ‣Yellow Pages ‣True Local ‣Google Places/Local/Merchant ‣Hot Frog ‣Gumtree ‣eBay (make a store) ‣Whereis ‣Local Buzz ‣Many more!
  • 32. SEARCH ENGINE OPTIMISATION 32 Link Building Other more long term, however easy, solutions include ‣Formally requesting links from people – Scalability: Low, Quality: High ‣Competitive research – Scalability: Low, Quality: Moderate More advanced techniques: ‣Linkbait/viral campaigns ‣Content/technology licensing ‣Partnerships, exchanges & trades ‣Paid links
  • 33. SEARCH ENGINE OPTIMISATION 33 Social Media for SEO Great qualified, consistent links will help SEO: ‣Facebook ‣Twitter ‣Google plus ‣Youtube ‣Wikipedia (be very careful & only if relevant) ‣Much more! Social media can be part of your content strategy
  • 34. SEARCH ENGINE OPTIMISATION TOOLS Making your life easier, taking out the guesswork.
  • 35. SEARCH ENGINE OPTIMISATION 35 Measuring Tools ‣ Google Analytics (or other website analytics packages) ‣ Google Webmaster Tools ‣ Bing Webmaster Toolbox ‣ Open Site Explorer ‣ Wordstream ‣ SEOMoz (in particular their Rank Tracker) ‣ SEOBook (in particular their Rank Checker) ‣ WebPosition ‣ Raven Tools SERP Tracker
  • 36. SEARCH ENGINE OPTIMISATION 36 Learning Tools Websites: ‣SEOMoz.org ‣GoogleWebmasterCentral.Blogspot.com ‣SearchEngineLand.com Books ‣Basic - Search Engine Optimization For Dummies ‣Advanced - The Art of SEO: Mastering Search Engine Optimization
  • 37. SEARCH ENGINE OPTIMISATION 37 Absolutely Must Have Tools ‣ Yourself – plan ahead, know your products, stay diligent & learn ‣ Excel – any spreadsheet application will do
  • 38. SEO, SEM, Social SEARCH ENGINE MARKETING Best Practices and Campaign Tools
  • 39. SEARCH ENGINE MARKETING 39 WHY? ‣ Relevance ‣ Return on Investment (ROI) ‣ Reach HOWEVER… you can only build good search campaigns for things that people are searching for!
  • 40. SEARCH ENGINE MARKETING 40 Google AdWords Search Network Pull marketing Display Network Push marketing (including YouTube)
  • 41. SEARCH ENGINE MARKETING 41 To DIY, or not to DIY, that is the question… ‣ Do it yourself (in-house) ‣ Agency ‣ Contractor ‣ Outsource
  • 42. SEARCH ENGINE MARKETING 42 AdWords Terminology
  • 43. SEARCH ENGINE MARKETING 43 AdWords Account Structure
  • 44. SEARCH ENGINE MARKETING 44 AdWords Ad Formats: Text Sitelinks - Up to 6x 35 Chars Headline – 25 Characters Display URL – 35 Characters Description 1 – 35 Characters Description 2 – 35 Characters
  • 45. SEARCH ENGINE MARKETING 45 AdWords Ad Formats: Banner
  • 46. SEARCH ENGINE MARKETING 46 AdWords Auction Ad Rank = Max CPC x Quality Score CPC = Ad Rank of Competitor Below / Your QS + 1c
  • 47. SEARCH ENGINE MARKETING 47 AdWords Auction Ad Rank = Max CPC x Quality Score
  • 48. SEARCH ENGINE MARKETING 48 AdWords Auction Ad Rank = Max CPC x Quality Score
  • 49. SEARCH ENGINE MARKETING BEST PRACTICES How to get the most bang for your buck!
  • 50. SEARCH ENGINE OPTIMISATION 50 AdWords Best Practices ‣ Tightly structure your Campaigns & AdGroups ‣ Do extensive keyword research ‣ Use all match types ‣ Use negatives heavily ‣ Focus on highly relevant creative ‣ Constantly be testing your ads ‣ Use all applicable Ad Extensions ‣ Track conversions & optimise towards them
  • 51. SEARCH ENGINE OPTIMISATION 51 Campaign & AdGroup Structure Effective campaign organisation examples: •Theme or product line •Your website's structure •Different brands •Geography •Language •Network preference •Budgets
  • 52. SEARCH ENGINE OPTIMISATION 52 Campaign & AdGroup Structure Effective campaign organisation examples: •Theme or product line •Your website's structure •Different brands •Geography •Language •Network preference •Budgets
  • 53. SEARCH ENGINE MARKETING 53 Keyword Research and Targeting GOOGLE KEYWORD TOOL Use alongside Google’s traffic estimator to find new ideas and their potential.
  • 54. SEARCH ENGINE MARKETING 54 Keyword Research and Targeting GOOGLE TRENDS Formerly “Insights for Search” you can compare the trends over time and capitalise on upcoming trends.
  • 55. SEARCH ENGINE MARKETING 55 Keyword Research and Targeting COMPETITO R RESEARCH Finding out the keywords, structure & descriptions that a competitor uses & their backlinks can help provide ideas.
  • 56. SEARCH ENGINE OPTIMISATION 56 Keyword Research and Targeting SEARCH TERM REPORTS Find out what search terms your keywords are being matched to by Google.
  • 57. SEARCH ENGINE OPTIMISATION 57 Keyword Match Types The keyword “used book” can match to the following search terms depending on its match type:
  • 58. SEARCH ENGINE MARKETING 58 Negative Keywords If you have a negative keyword "college" then the phrase "used college book" will not trigger your broad keyword "used book”. Search term reports are very useful for discovering negatives (“free” is the most common one).
  • 59. SEARCH ENGINE MARKETING 59 Highly Targeted Ads
  • 60. SEARCH ENGINE MARKETING 60 Writing Quality Ads ‣ Use up the allotted characters (get your money’s worth) ‣ Add in sensible punctuation ‣ Sell your product ‣ Think of your audience ‣ Attention grabbing titles ‣ Call to action ‣ Include keywords (preferably in headline) ‣ Benefit driven ads ‣ TEST, TEST, TEST ‣ AND TEST SOME MORE
  • 61. SEARCH ENGINE MARKETING 61 Test Your Ads!
  • 62. SEARCH ENGINE MARKETING 62 Ad Extensions ‣ Display a map with your business location(s) ‣ Show product images, titles and prices ‣ Link to additional pages within your site ‣ List a click-to-call phone number ‣ Connect your Google+ page to your ad ‣ Include your business’ seller ratings ‣ Collect Email addresses
  • 63. SEARCH ENGINE MARKETING 63 Conversion Tracking Using Google Conversion Tracking tags or Google Analytics Tags you can track directly from within AdWords. Third party conversion tracking and bid management tools are also available such as Adobe AdLens (formerly Efficient Frontier), DART Search or Marin. You should optimise your bidding based on an ROI or CPA basis.
  • 64. SEARCH ENGINE MARKETING TOOLS How to get the most bang for your buck!
  • 65. SEARCH ENGINE OPTIMISATION 65 Measuring Tools ‣ AdWords Editor – Desktop client for AdWords ‣ Bid Management: Adobe AdLens, Marin, DART, Kenshoo, Wordstream ‣ Website Analytics: Adobe Omniture, Google Analytics, WebTrends ‣ Web Industry Tools: Hitwise, SEO Toolbar ‣ Keyword Research: Wordstream, Keyword Spy, Wordtracker, SEMRush
  • 66. SEARCH ENGINE OPTIMISATION 66 Learning Tools Websites: ‣Google Learn, AdWords Help, AdWords Learning Centre, Inside AdWords ‣Wordstream ‣SearchEngineLand.com ‣SEOMoz.org ‣Training.SEOBook.com
  • 67. SEARCH ENGINE MARKETING 67 Absolutely Must Have Tools ‣ Yourself – plan ahead, know your products, stay diligent & learn ‣ Excel – any spreadsheet application will do
  • 68. SEO, SEM, Social SOCIAL MEDIA MARKETING Best Practices and Campaign Tools
  • 69. SOCIAL MEDIA MARKETING 69 Why Social Media for Business? ‣ Social proof – savvy consumers expect it ‣ Humanise your brand – no marketing speak! ‣ Build influence sphere – networking and credibility ‣ Your competitors are there ‣ Your audience are using it ‣ Google is watching – helps your SEO ‣ Great brand exposure – serendipitous discovery ‣ Next generation of word of mouth marketing ‣ High quality links back to your site – helps SEO ‣ Opens up conversation – hear your audience and act!
  • 71. SOCIAL MEDIA MARKETING 71 Social Media Content ‣ Content is king! ‣ Engagement is key – photos, videos, conversation work well ‣ Define your goals ‣ Track your performance (engagement, growth & sales) ‣ Use the different platforms appropriately ‣ Develop a content plan and stick to it (spreadsheets are useful) ‣ Develop a listening strategy and stick to it ‣ Develop a style and stick to it - don’t use “marketing speak” ‣ K.I.S.S ‣ Assess, reassess and put what you learn into action
  • 72. SOCIAL MEDIA MARKETING 72 Social Media Advertising Facebook is where it is almost all at for the moment. In some cases LinkedIn and StumbleUpon work well. Twitter is expensive.
  • 73. SOCIAL MEDIA MARKETING 73 Facebook Advertising ‣ Click through rate is everything ‣ Promoted posts work best ‣ Best promoted posts are photos, videos ‣ Segmentation is essential – use Power Editor ‣ Link back to website – use short URLs with tracking ‣ Give special deals ‣ Generate conversation ‣ Must make sense with content strategy
  • 74. SOCIAL MEDIA MARKETING 74 Promoted Posts
  • 75. SOCIAL MEDIA MARKETING 75 Audience Segmentation
  • 82. SOCIAL MEDIA MARKETING 82 Links within Posts ‣ Wherever possible link back to the website ‣ Shorten URLs with services like bit.ly ‣ Put tracking code within your URLs
  • 83. SOCIAL MEDIA MARKETING 83 Advertising Content ‣ Do not use “marketing speak” for promoted posts ‣ Give special deals to your fans (literally short for fanatics, these guys are disciples) ‣ Generate conversation (e.g. ask questions, this will give you a higher EdgeRank) ‣ Must make sense with content strategy
  • 85. SOCIAL MEDIA MARKETING 85 Content Tools ‣ Social Management: Hootsuite, TweetDeck, Seesmic, BufferApp ‣ URL Shortners: bit.ly, ow.ly, goo.gl ‣ Image Tools: Photoshop, GIMP, Instagram ‣ Video Tools:YouTube,Vimeo, iMovie, Windows Movie Maker, Adobe Premiere ‣ Apps: Involver, ShortStack ‣ Planning: Google Spreadsheet, Excel ‣ Content Discovery: Google Alerts, Google Reader, Twitter Search/Lists
  • 86. SOCIAL MEDIA MARKETING 86 Measurement Tools ‣ Ranking – Klout, Twitalyzer, PeerIndex, Kred ‣ Impact – TweetReach, SocialMention, HowSociable ‣ Performance – Facebook Analytics, URL shortners, web analytics, NutshellMail ‣ Search – Twitter Search, Topsy, Google (Google Alerts) ‣ Finding Influencers – Twello,
  • 87. SOCIAL MEDIA MARKETING 87 Advertising Tools ‣ Facebook Power Editor ‣ Adobe AdLens ‣ Ignite Social ‣ Qwaya ‣ Social Ads Tool ‣ Clickable
  • 88. SOCIAL MEDIA MARKETING 88 Absolutely Must Have Tools ‣ Yourself – plan ahead, know your products, stay diligent & learn ‣ Excel – any spreadsheet application will do
  • 90. SEO, SEM, SOCIAL 90 THANKS! Feel free to contact me with further questions. E: luke@lukes.me T: @lukefreeman W: lukes.me