Digital Lead Gen - Google AdWords, Facebook Ads & Google Business Optimization
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Digital Outreach - Dave Reeve's third presentation from the Sales & Retention Convention Nov 2016
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Digital Lead Gen - Google AdWords, Facebook Ads & Google Business Optimization
- 1. Digital Lead Generation – Online Three Aspects •Google AdWords •Facebook Advertising •Google Business
- 2. Why Google?
- 3. Google Search Algorithms – Non Geo Search Phrase
- 4. More examples as above The fold
- 6. Google AdWords Features • Phrase Targeting – Keywords – Text Ads • Geographic Targeting • Ad Extensions • Product Listing Ads • Remarketing
- 11. Ad Extensions – Site Links
- 12. Keyword Match Types – Target Phrases • Different Types of Ad Groups for different types of targeting
- 13. Keyword Match Types Exact: [formal shoes] Matches: formal shoes Phrase: “formal shoes” Also matches: black formal shoes, formal shoes for men... Modified Broad: +formal +shoes Also matches*: formal shoes, formal evening shoes... Modified Broad: formal +shoes Also matches*: evening shoes, black dress shoes... Broad: formal shoes Also matches*: formal footwear, evening footwear, men’s dress wingtips...
- 14. Keyword Match Types Exact Match Phrase Match Broad Match Modifier Broad Match More Control More Volume
- 15. Negatives • What are negatives and why are they so important ?
- 16. No Negative KeywordsNo Negative Keywords
- 17. Scheduling • Key Times of Day and Bid Adjustments
- 18. Remarketing
- 19. Quality Score – Relevance! • The customers phrase – e.g. Gyms in Warwick • The Ad Text & Set Up (Broad vs Formal) • The Websites Landing Page • The Ad Performance - CTR • Overall Credibility of AdWords Campaign and Company Website Google cannot lose credibility!
- 20. The Secret is Quality Score • Here is how it works – Gyms neat me Centre Name Bid Price Quality Score Rank Score Centre Blue £1.20 2 2.4 Centre Orange £0.60 6 3.6 Centre Pink £0.40 10 4.0
- 21. Facebook Advertising • Anyone tried it? • Lets look at some available options
- 22. Facebook Advertising Options • Anyone tried it? • Options that are available
- 23. Targeting Based on Income Age Gender Location Occupation Industry Education Parental status Ethnicity Language
- 24. Scheduling Cost per Impression Cost per click Budget Timings Set area
- 26. Facebook Advertising – Other functionality Target or exclude your current fans Upload your email subscriber list and it will target those contacts Target fans of other Facebook pages i.e. competition
- 27. Google+ for Business Google Local (Google Places) Google Business
- 28. Google Business • Gets you found on geographic searches with added features • Social interaction between you and your customers
- 38. Setting Up Your Google Business Page • Log into Google, you will need a Gmail account • Set up Place Page • Photos/Video that show off your services • Description of your business • “Claim” other pages • Name, Address and Phone number, etc.
- 39. Any Questions
- 40. Thank You