Adwords & Online Marketing

Transcription

1 Adwords & Online Marketing

2 #LexisSeminar Join in the discussion

3 LexisClick s vision The digital marketing experts for ambitious SMEs on their journey to becoming market leaders

4 Introduction to LexisClick We help our clients marketing succeed through the power of online technologies and communities through services including: Easy to find A pleasure to use SEO Services Online Advertising Marketing Services Social Media Marketing Web Design Marketing Services To make them... A growing business needs to be... Regularly recommended The first to return to

5 Introduction to your presenter Lead Digital Marketing Consultant at LexisClick, 2007 present. Started working in online marketing, designing and building websites in 1997 when he designed and built British Steel s first website from the delights of Scunthorpe. Followed by 10 years working in London in digital marketing across a variety of industry sectors both within business and as a consultant with 6 years spent at PricewaterhouseCoopers (PWC) as a digital marketing consultant. Stephen Bavister Managing Director LexisClick

6 Today s objective & agenda To help you understand Adwords and online marketing, how to use it in a business sense and how to maximise ROI from your activity Part Worksheet Break Part Worksheet 2 Join in the discussion #LexisSeminar Q&A Networking & Finish

7 Part one:

8 Common online advertising terminology cheat sheet Please refer to your print out

9 Setting targets a few important questions What are your primary business objectives lead generation, sale generation, brand awareness, increasing market share? How many leads customers do you want to generate? What is your target cost per lead cost per sale? What is your average customer lifetime value? What is your current website conversion rate and what is a sensible target conversion rate for targeted advertising? What is your lead to sale conversion rate? What budget can you afford to assign to your initial advertising campaign and for how long? How much budget can you afford to assign if the advertising is generating leads sales at the target rate?

10 Search Advertising

11 Google Adwords: The Basics Typically priced on a cost per click basis

12 The basics

13 The basics The average click-through-rate for a Google ad is 3.16%

14 Getting the top spot An ad in the First search position has an average click-through-rate of more than 7%

15 Use adwords extensions Offer Extensions Offer Location Extensions Google+ +1 Sitelinks Ratings Call Extensions

16 Ad Extensions Review Extensions Here s what an ad might look like with seller ratings: Automatically aggregated from trusted review sites They can increase your ad performance Increase the likelihood that searchers will click especially if your competitors don t have them

17 Ad Extensions Location Extensions You can extend your AdWords campaigns by dynamically attaching your business address to your ads, with Location Extensions.

18 Ad Extensions Call Extensions Call Extensions help generate calls for your business by showing a phone number next to your full ad on Google search.

19 Ad Extensions Sitelinks Ad Sitelinks add value to your existing AdWords ads by providing additional links to specific, relevant content deeper within your sitemap.

20 Product Listing Ads Product Listing Ads are search ads that include richer product information, such as product image, price and merchant name, without requiring additional keywords or ad text. Product Listing Ads allow you to promote your products on Google Shopping and create a more engaging user experience.

21 Display network advertising When you advertise on the Google Display Network, your ads can appear across a large collection of: Websites Mobile apps Video content

22 Display network advertising what it offers Target your audiences by demographics, age range, location and interests or target specific websites or topics Capture people at different points in the buying cycle Choose your advert style to suit your audience and where it is being viewed, the options include: Text ads Image ads Video and rich media Text Ads on websites Video Ads on websites Image Ads on websites Ads on mobile websites

23 Other search marketing options In the UK the only other true search marketing option is Bing Ads covering both Bing and Yahoo There are plenty of other online advertising opportunities that we ll be covering later Bing and Yahoo combined have approximately 9.5% UK market share. Compared with Google s 89% market share.

24 Remarketing/Retargeting 1 A visitor comes to your site. 2 They learn about your products but leave before purchasing. 3 Your ads are displayed on sites they visit later, bringing them back and keeping your brand front of mind.

25 Retargeting works Retargeted customers 3x are more likely to click on your ad than people who haven t interacted with your business before

26 Retargeting works Nearly 3 out of 5 online buyers said they notice ads for products they looked up on other sites

27 Retargeting works Retargeted customers are 4x more likely to convert than new customers

28 Retargeting works Retargeting can boost ad response rates by up to 400% 400%

29 Retargeting works 26% of customers will return to a site through retargeting

30 People don t find it too freaky 59% of people have a neutral reaction to retargeted ads

31 And some love it! 25% of online buyers enjoy receiving behaviourally retargeted ads because they remind them of what they were looking at previously

32 Retargeting next steps The most popular retargeting advertising for our customers is Google Adwords. 1 Enable a simple trial using text adverts 2 Design some image based display adverts 3 Enable display advert retargeting Ask us for help if you need it.

33 Worksheet 1

34 Worksheet 1 Name: Company: How are you doing? I strongly disagree I strongly agree We have clear business objectives defined for our digital marketing and online advertising. 2. We have clear targets in place for our digital marketing and online advertising. 3. We have explored all the online advertising options available for our business. 4. We are using Google Adwords search and display advertising to its full extent. 5. We are continually optimising our advertising and website to improve the performance of the advertising we are running. 6. We understand how Google Adwords retargeting can be used for our business. 7. We are using Google Adwords retargeting to its full extent. 8. Google Adwords retargeting is generating good results in terms of our digital marketing.

35 Part two:

36 Social media advertising Search is great for targeting people who are already looking for what you sell Is everyone you want to target already looking for what you sell? If you have a story to tell or awareness to build then search probably isn t the answer... Social media might be

37 YouTube Advertising Thought TV advertising was out of your league? Think again YouTube is becoming the new TV 1 billion people use it with 4 billion video views per day 1.25 billion UK views per month

38 Get started with YouTube advertising STEP 1: Create your video STEP 2: Create an AdWords account STEP 3: Launch your video ad

39 You ve got other options too

40 Standard banner ads and in-video ads

41 YouTube Channel Not really advertising More of your own TV channel Like Jamie Oliver s Food Tube

42 Facebook advertising spaces and types Placements Newsfeed Right column Promotion types Post promotion Page likes Offer claims Event responses Clicks to website Website conversion Mobile app installs and engagement 1.23 billion active monthly users to target 24 million daily active users in the UK (about 1/3 of the population)

43 Facebook targeting Location Age Gender Interests Broad Categories Connections

44 Facebook advertising tips Include a clear call to action Get clever with your targeting; identify interests, location and more Test sponsored stories Customise your headlines Use attention grabbing images

45 LinkedIn Great for targeting B2B Drive engagement with a dedicated Showcase Page which spotlights a brand, business unit or initiative 15 million members in the UK 59 body builders and 5 mermaids

46 LinkedIn Targeting They aren t the most interesting Ads, but... But you can target them by: Job title Job function Industry Geography Company size Company name Seniority Age Gender LinkedIn Group

47 Twitter Advertising Think about your audience as Twitter won t work for everyone. But if it is already working for you you advertise to over 10 million UK Twitter users: Promoting your account Promoting your Tweets to make sure they get seen Promoting in Trends

48 Affiliate marketing Pay for advertising only when customers buy You can use established networks, but the better ones charge a set-up and monthly management fee It can generate an increase in sales of 20% Site publishers, bloggers and other website owners link to your website and product and you pay a percentage from sales they generate It is used by lots of ecommerce retailers

49 promotions Just like advertising in a magazine, you can advertise in an newsletter You can also rent lists or have dedicated s sent to existing lists It is great if you have good margins and marketing already works for you

50 Worksheet 2

51 Worksheet 2 Name: Company: How are you doing? I strongly disagree I strongly agree We are using video marketing for our business. 2. We have set up a YouTube channel and are actively using it to promote our videos and generate a following. 3. We have investigated and are using Facebook advertising for our business. 4. We are using LinkedIn to market our business. 5. We are using LinkedIn to advertise our business. 6. We are using Twitter to promote our business and have investigated and used its advertising. 7. We sell products or services online and are using affiliate marketing. 8. We send regular promotions to market our business. 9. We supplement our marketing to our in-house database, with marketing to external lists.

52 How can LexisClick help you?

53 How can LexisClick help you? Identify the best online advertising channels for your business Help you set realistic targets and budgets Set-up and manage your advertising campaigns Design the creative for your advertising

54 Action plan Name: Date: Company: Total Score: Action Priority By When Assigned To

55 Thank You For Attending See you at the next seminar on Ecommerce

56 Please remember to leave us a review on LinkedIn and Google+ if you enjoyed today s seminar! Easy to find A pleasure to work with The first to return to Regularly recommended marketing@lexisclick.com