Difference Workshop. Mark Ballett Chairman SellerDeck Limited

Transcription

1 Difference Workshop Mark Ballett Chairman SellerDeck Limited

2 Format Two Questions Sources of Difference Proposition Development Take A Position Two Answers SellerDeck Ignite

3 Two Key Questions What Business are you in? Benefits Cash Why do people buy from you? Feedback New/Repeat Location Difference

4 Sources of Difference Legal Function Timing Brands EXPERTISE EXPERIENCE NETWORKS

5 What Makes You Different?

6 Your Proposition Product Place Price Promotion People Processes Physical Evidence

7 Take A Position 1. Brand: SellerDeck Limited 2. Strap Line: Building Unique Online Businesses 3. Explanation: SellerDeck is unique amongst ecommerce service providers as we can both help you cultivate a best-of-breed online presence, and also help your business stand head and shoulders above the competition/out from the crowd.

8 Your Two Key Answers? What Business are you in? Why do people buy from you?

9 A business consulting service, which is designed to help SellerDeck customers build unique and distinct online businesses that are meaningfully different to their competitors

10 Monthly AdWords Management Checklist (to be monitored weekly, changed at least once per month) A B C D E F G Budget & Bid Prices - Is budget being met; check over or under spending at account, campaign, or Ad group level - Raise bids on well performing keywords, lower bids on poorly performing keywords Keywords - Pause poorly performing keywords - look for keyword outliers with below average ROI and/or Quality Scores and pause them - Add promising looking keywords to your account from search query report. Remove any duplicates. Make sure keywords are changed to Phrase and Exact match types where necessary - Add negative keywords that aren t relevant to the account / campaign Ad Optimisation - Throw out (at least) your worst 2 ads and replace them with 2 or more new ones. Try out new Ad extensions, etc. - Make sure the content of each Ad within a group is still relevant to the campaign, the keywords and the landing pages. Slight changes can affect quality scores - Only compare ads when there is enough data! I.e. lots of clicks and conversion. Keep the better performing Ad, and optimise the other to beat the better Ad, only changing one variable at a time (title, display URL, Ad copy, destination URL, etc.) Improve Campaign Relevance / Quality Scores Ad Groups - Once keywords have been added, see if any existing groups can be divided up into new groups, or even new campaigns - Split-up your biggest, most bloated Ad group into 2 or more, smaller more targeted groups. Landing Pages - Are you using the best possible landing page? - Check landing page copy. If it has changed, the quality score may be affected. - Monitor landing page split tests Check Goals, Landing Page URLS, Links, Etc. This is a useful check to make if conversions are tailing off. - If landing page URLS have been updated or changed the Ads won t work. Check them especially product pages that are more likely to change / be moved - It could be that the thank you page URLS have changed, (or whatever variable is being measured as the goal). If so you won t be measuring your goals, therefore you will be unable to quantify or measure the ads performance Analysis, Reporting, Plan Next Month - Report on agreed metrics against performance targets - Agree objectives for next month Review Campaign Settings - Do network, device, day-parting and other campaign settings reflect current account objectives? - Are they optimal for account performance?

11 Monthly AdWords Management Checklist (to be monitored weekly, changed at least once per month) A Budget & Bid Prices - Is budget being met; check over or under spending at account, campaign, or Ad group level - Raise bids on well performing keywords, lower bids on poorly performing keywords

12 Monthly AdWords Management Checklist (to be monitored weekly, changed at least once per month) B Keywords - Pause poorly performing keywords - look for keyword outliers with below average ROI and/or Quality Scores and pause them - Add promising looking keywords to your account from search query report. Remove any duplicates. Make sure keywords are changed to Phrase and Exact match types where necessary - Add negative keywords that aren t relevant to the account / campaign

13 Monthly AdWords Management Checklist (to be monitored weekly, changed at least once per month) C Ad Optimisation - Throw out (at least) your worst 2 ads and replace them with 2 or more new ones. Try out new Ad extensions, etc. - Make sure the content of each Ad within a group is still relevant to the campaign, the keywords and the landing pages. Slight changes can affect quality scores - Only compare ads when there is enough data! I.e. lots of clicks and conversion. Keep the better performing Ad, and optimise the other to beat the better Ad, only changing one variable at a time (title, display URL, Ad copy, destination URL, etc.)

14 Monthly AdWords Management Checklist (to be monitored weekly, changed at least once per month) D Improve Campaign Relevance / Quality Scores Ad Groups - Once keywords have been added, see if any existing groups can be divided up into new groups, or even new campaigns - Split-up your biggest, most bloated Ad group into 2 or more, smaller more targeted groups. Landing Pages - Are you using the best possible landing page? - Check landing page copy. If it has changed, the quality score may be affected. - Monitor landing page split tests

15 Monthly AdWords Management Checklist (to be monitored weekly, changed at least once per month) E Check Goals, Landing Page URLS, Links, Etc. This is a useful check to make if conversions are tailing off. - If landing page URLS have been updated or changed the Ads won t work. Check them especially product pages that are more likely to change / be moved - It could be that the thank you page URLS have changed, (or whatever variable is being measured as the goal). If so you won t be measuring your goals, therefore you will be unable to quantify or measure the ads performance

16 Monthly AdWords Management Checklist (to be monitored weekly, changed at least once per month) F Analysis, Reporting, Plan Next Month - Report on agreed metrics against performance targets - Agree objectives for next month

17 Monthly AdWords Management Checklist (to be monitored weekly, changed at least once per month) G Review Campaign Settings - Do network, device, day-parting and other campaign settings reflect current account objectives? - Are they optimal for account performance?

18 Content Creation, Marketing and Analytical Tracking Tim Pritchard

19 COMMERCIALS GAMES PODCASTS IMAGES ABOUT US SECTION PRODUCT DESCRIPTIONS COMMENTS WHITE PAPERS EBOOKS INFOGRAPHICS S INTERVIEWS Content? RESEARCH AND ORIGINAL DATA BROCHURES REVIEWS EMPLOYEE PROFILES NEWS FAQs VIDEOS POLLS GRAPHS PRESS RELEASES LISTS BLOGS AUDIO RECORDINGS HOW TO GUIDES SURVEYS MEMES COMPETITIONS

20 Lots of shares Offers interesting and actionable information What Long shelf is life great content? Sustainable results over time Shows your business to be a thought leader Develops trust and credibility for your business Establishes and emphasises your brand

21 Why is creating content so important to me? WordPress was used by more than 23.3% of the top 10 million websites as of January 2015 More than 74.6 million websites depend on WP in total 100,000 new WP sites popping up every day 409,000,000 monthly visitors with 19.1 billion page views a month Users produce 60.1 million new posts and 61.5 million new comments each month

22 CONTE X IS KING NT

23 WHAT IS THIS?

24 THE BIGGER PICTURE Content gives context to your site

25 Link building opportunities Fresh content Keyword rich text Relationship and community building Increased conversion rates Better rankings Increased traffic Brand building opportunites...to name but a few The benefits of good content

26 Creating your Content Strategy

27 Brainstorm Do your prep Understand your audience Understand your niche Keep track of latest developments Follow industry thought leaders on social media Read other blogs and forums Draft some ideas Search for those ideas to see what s already being said Narrow your list down to your preferred topics and ideas

28 Research Read a lot! Use Google Alerts Take Notes There is no magic formula, it takes time, patience and practice

29 Define Your Content Format and Structure Will you create blogs/social posts/video etc... Decide who is best placed to create the content Establish connections with 3 rd parties if necessary Can some topics be multi-channel content? How will this content provide value? What will the end user get from it? Will it help your brand?

30 Time to create your content

31

32 Create your Content Use a snappy and attention grabbing title but be careful of clickbait Make sure the content is both click worthy, and searchable Create with confidence, but make sure you re capable Use real world examples if possible Use hi quality images to support your written posts Don t go viral for the wrong reasons...

33 Test your Content If possible, use an editor Share with other members of the company Does the content read well with a good flow? Does it make a point Create with confidence, but make sure you re capable Use real world examples if possible Use hi quality images to support your written posts Don t go viral for the wrong reasons...

34

35 Moving on to analytics

36

37

38

39

40

41

42

43 Dashboards

44

45

46

47

48

49

50 Many thanks for listening! View slides online at: Password: SellerDeck2015