Improve your digital visibility #DigitalGarage

Transcription

1 Reach New Customers Online Improve your digital visibility #DigitalGarage

2 Agenda Optimise your presence on Google for search Gain consumer insights and find new customers Understand the benefit of advertising online

3 Proprietary + Confidential Optimise your presence on Google for search

4 Why search is important

5 Search is at the heart of the purchase journey Advert Word of Mouth Search Need/Want Promotion Purchase

6 New consumer purchase journey Stimulus Research Purchase Experience

7 How Google Search works The search query Paid adverts Organic search results

8 It s important to be found 4 5 out of consumers use the web to find local information 50% of consumers visited a store within a day of their local search Source: The Consumer Barometer 2015

9 Google My Business Your business appear front and centre

10 What is Search Engine Optimisation (SEO)? Improve your website s visibility of organic (non-paid) results in search Help customers find you when they look for product and services in your industry

11 SEO best practices Conduct keyword analysis and research Create useful and quality content Optimise your web pages

12 Help Google find your website Verify your ownership Test how Google reads your site See how you rank

13 Optimise your mobile SEO Avoid uncommon mobile software Optimise your content to the screen Create easy clickable links Avoid intrusive interstitials

14 Does your site shine across all devices? g.co/mobilefriendly

15 What are your customers searching for? Google Trends

16 See regional and related searches

17 Gain consumer insights and find new customers Proprietary + Confidential

18 Understand your customer with Analytics Traffic Sources

19 What answers can Google Analytics provide?

20 Path to success for Google Analytics Set-up Website Collect Data Create Goals Measure Insights Take Action

21 Understand the benefit of advertising online

22 What is Search Engine Marketing? Pay-Per-Click (PPC) model Be seen by customers when they search online for products and services you offer Only pay when they click to visit your website or call

23 Plan your PPC and Search campaigns for success Define your business goals Create your landing page and tracking Determine your budget

24 How to use the Keyword Planner Search volume data for keywords and ad groups Get traffic estimates for keyword ideas

25 AdWords ad format 2 Headlines (30 characters) 2 Display URL Paths (15 characters) Description text (80 characters)

26 How to write a great AdWords ad Why choose you? Details that sell Irresistible offer Call to action

27 Create an engaging landing page C O N V E R T S Clear Call to Action Offer Narrow Focus Very Important Attributes (VIA) Effective Headline Resolution Savvy Layout Tidy Visuals Social Proof

28 Opportunities for further learning

29 Digital Garage online platform - g.co/digitalgarage

30 THANK YOU Share your story: goo.gl/lx7ky6 Link to slides: goo.gl/zxlrwy #DigitalGarage