The purpose of this presentation is to help show how these 3 digital marketing tools can fit into a marketing strategy. We will cover a brief overview of Google AdWords, SEO, and Conversion rate optimization. You can find more information at bednarbusiness.weebly.com

1. DIGITAL MARKETING
BRANDON BEDNAR

3. CAREER OPPORTUNITIES IN DIGITAL
• U.S. Average Salary for
Digital marketing Director:
$91,327
• 90% of marketing roles now
require some level of Digital
knowledge

5. DIGITAL VS TRADITIONAL ADVERTISING
• Traditional – Stronger for building Brand Trust, and awareness.
• Digital – Better for conversion focused campaigns.

6. ADWORDS VS SEO
• SEO – long term strategy, extremely profitable
• AdWords – Short term fast wins, 2:1 ROI on average.

7. ADWORDS
• Charged on a Per click basis.
• Cost per click depends on several factors including: quality score,
maximum bid, and competitive nature of the keyword.
• Most expensive keywords can be over $600 per click, depending on the
region.
• Quality score is defined by: 80% click through rate (CTR), 10% landing
page relevance, 10% ad text relevance
• Higher quality score results in better ad positioning, and lower cost.
• Number 1 position is not always ideal, sometimes CTR is higher in 2-3rd
spots, and first position is can be more expensive.

8. HOW TO SET UP AN ADWORDS CAMPAIGN
• Create an AdWords account, Its free you just need a google profile
• Click the red campaign button
• Select campaign type
• Don’t trust the default settings!
• Enter location settings – Keep your location focused, don’t target the whole world. Tighter
location targeting can help lower cost and improve CTR
• Create ad groups within campaign
• Add keywords
• Create Ads

9. ADWORDS STRUCTURE
• Campaign # 1
• Adgroup 1
• Keywords set 1, related to adgroup 1
• Ads related to keywords set 1
• Adgroup 2
• Keyword set 2, related to adgroup 2
• Ads related to keyword set 2

10. • Broad Match:
• Anything related to the keyword
will trigger your ad
• Broad +Modified
• Search query must contain word
preceded by +
• +Double +Broad Modified
• Search query must contain both
words with proceeded by +
• “Phrase match”
• Keyword inside quotes must be in
the search query, however
anything can come before or after
the key word or phrase
• [Exact match]
• Search query must match exactly,
only exceptions are for plurals
and misspellings
Image Source:
www.webranking.com

11. Image Source:
www.searchenginelan
d.com/seotabled

12. GOOGLE ANALYTICS
• Great Tutorial Videos for getting started with Google Analytics:
• https://www.youtube.com/watch?v=hkahBQPxgf0
• https://www.youtube.com/watch?v=D-Q7SuCJ8-4
• https://www.youtube.com/watch?v=D7S4KmM204w

13. WHAT CRO REALLY LOOKS LIKE

14. CRO
• Start with a hypothesis and a plan
• Follow the Data
• Heat Mapping
• Google Analytics Funnel / Flow
• Don’t loose sight of your KPI’s (Key performance indicator)
• What is the goal of you’re a/b test? Improve sales? Improve clicks on a
button? Improve sign ups?

15. THE CRO TRINITY
• Optimizely – A/B, Multivariate Testing Site Editor
• Crazy Egg – Heat Mapping
• Inspectlet – Session Recording
• Google Analytics

16. CRO EXAMPLES
• https://blog.kissmetrics.com/100-conversion-optimization-
case-studies/
• https://blog.hubspot.com/marketing/a-b-testing-
experiments-examples#sm.00000w2m05g2wcd9trz9iu2wazluy