How to Create a Social Media Plan Like a Pro - Jordan Scheltgen
Uhpa zagreb prosinac 2015 ppt
1. Google AdWords – savjeti
iz prakse za putničke
agencije
Nove navike, alati i tehnike.
Kako ih iskoristiti u nuđenju ponude u turizmu?
Zagreb, 04.12.2015.
2. Malo o tvrtki iz koje dolazim
Osnovani 2003. godine ☺
Kolega Zorin je jedan od 6 Top Analyics contributora na svijetu
3. Malo o predavaču
Miroslav Varga dipl. ing. stroj
MEUS
miroslav@escapestudio.hr
Ja sam jedini certificirani trener - Google
Adwords djed na svijetu. Skraćeno GAD
4. „If you lose money for the firm, I will be understanding.
If you lose reputation, I’ll be ruthless!
It takes twenty years to build a reputation and five
minutes to ruin it!”
Warren Buffet
5. Neka zanimljiva istraživanja od ranije ...
1. Price is not the main reason for customer churn, it is actually due to the
overall poor quality of customer service – Accenture global customer
satisfaction report 2008.
2. A customer is 4 times more likely to defect to a competitor if the problem
is service-related than price- or product-related – Bain & Company.
3. It costs 6–7 times more to acquire a new customer than retain an
existing one – Bain & Company.
4. For every customer complaint there are 26 other unhappy customers who
have remained silent –Lee Resource. 96% of unhappy customers don’t
complain, however 91% of those will simply leave and never come back –
1Financial Training services.
5. 70% of buying experiences are based on how the customer feels they are
being treated – McKinsey.
9. Internet je promijenio navike kupovanja
... A recent survey by Pew Research suggests 97 % of consumers
use the Internet when looking for products and services...
http://www.bizjournals.com/baltimore/news/2014/01/30/are-super-bowl-ads-still-effective.html
10. Na internetu je strašna gužva..
“...The amount of information on the web is really
exploding. They say that from the beginning of human history
all the way up thru 2003 you took all the information that has
ever been recorded, you take all the books that have been
written, all the films that’s been produced, that’s about 40
egzabytes of information that was produced in all human
history up to 2003. This year (2011) the World is producing
about 800 egzabytes of information... and all that lines up on
the web...”,
DENIS WOODSIDE, Google, http://www.youtube.com/watch?v=pK02FzSKotc
14. Zašto je SEO važan?
Izvor: http://www.optify.net/inbound-marketing-resources/new-study-how-the-new-face-of-serps-has-altered-the-ctr-
curve
91,60%
Svakog dana na Google
tražilici, tražitelji upisuju
16 - 20% pojmova koji se
nikada prije nisu pojavili!
SEARCH ENGINE OPTIMIZATION STARTER GUIDE
15. Glavna 4 SEO područja:
1. Onsite SEO (Title, H1, Anchor, naziv slika)
2. Domain level SEO (ime.hr, Robot.txt,
Breadcrumps, Favicon, Sadržaj)
3. Off site SEO (vanjski linkovi/referali)
4. Keyword agnostic SEO (Site speed,
hosting, geo-lokacija, browsing history)
Na poziciju utječe oko 200-250 faktora koje
Google mijenja +500 puta godišnje (2-3 puta
dnevno). Nit konkurencija ne spava!
SEO (Search Engine Optimization) je trajni proces izmjene mrežnog sjedišta
kako bi se postigla bolja ili zadržala ista, visoka pozicija.
Dobre upute su na: http://www.google.com/webmasters/docs/search-engine-optimization-
starter-guide.pdf
SEO je važan za vidljivost
http://en.wikipedia.org/wiki/Pageran
k
20. 75% vlasnika tableta, nosi ga na WC!
“...The study also found that 13 percent of men have made a
mobile purchase while in the bathroom...”
http://www.cnet.com/news/it-in-the-toilet-study-shows-cell-phones-big-in-bathroom/
... i dok ide na WC-u
22. Besplatni alati.
• Consumer barometer
• Google Global market finder
• Google The customer journey
• Google Correlate
• Google Trends
• Unutar Google AdWords-a:
Keyword planner
Display planner
Ad Preview and Diagnosis
28. Što je silosiranje?
Kreiranje Adgrupa s određenim obuhvatom gdje
su svi drugi obuhvati ključne riječi negativni!
Adgrupa - EX Adgrupa - PH Adgrupa - BM
[AdWords tečaj] “AdWords tečaj” +AdWords +tečaj
-[AdWords tečaj] -[AdWords tečaj]
-”AdWords tečaj”
36. Što je konverzija i kako je
mjeriti?
TOOLS / Conversions / Create Conversion
Kod na stranicu kojom se završava željena akcija - tkz. ‘Thank you page’
Uvijek se može dati neka vrijednosti!
37. Uloga ključnih riječi u ciklusu
kupnje
PRIVLAKUŠE
PODUPIRAČE
PRODAVAČE
3P Analiza
First Click Analysis
Assisted Conversion Analysis
Assisted Clicks and Impressions
Last Click Analysis
Conversion rate 1-2%
A što je s ostalih 98%?