The art of Digital Marketing PPC, SEO & Social Presented by: Manesh Ram Senior Digital Marketing Consultant at Reload Digital www.reloaddigital.co.uk
Digital Marketing What you REALLY need to know
Pay-Per-Click Advertising (PPC) Pay-Per- Click Advertising (PPC) Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) What is Google's Goal? Allowing users to find useful information
The finer points of SEO
SEO - Technical Search Engines need to be able to read a site Title tags Meta descriptions URL structure Include keywords in the content Sitemap.xml Robots.txt: how to crawl and index pages
SEO - Content Content = Useful Information Content has two parts 1. Idea 2. Medium - Blog post - Video - Infographic
SEO - Content Content is not commercial in nature
SEO - Content Content must be unique
SEO - Content
SEO - Links & other signals Google Algorithm: Panda & Penguin External links to relevant content and websites The trustworthiness of the linking domain. The popularity of the linking page. The relevancy of the content between the source page and the target page. Your website should be linked to: Google Webmaster Tools: provides details about your pages visibility on Google Google Analytics: provides details about your website s traffic
Social Media What is social media all about? Lightweight interactions over a long period of time
Social Media What you need to have in place: Have a documented strategy Clearly defined objectives - more likes/ followers or more website traffic Tactics to reach objectives - type of content Content schedule - frequency of content Measurement & monitoring - review performance How are you going to reach out to your target market? Advertising? Who is going to manage your social media? Do you have a risk management plan in place in case something goes wrong? E.g. How to deal with negative comments Ongoing strategy
Social Media My Top Tips #1 Encourage staff to participate Social media policy Share learnings Increase communication #2 Don t use social media as an advertising platform Businesses that only push marketing messages to their audience will lose their interest and will gradually receive less engagement. #3 Never stop learning Companies that succeed on social media have ongoing strategies & fresh content.
Social Media My Top Tips #4 User generated content (UGC) By listening to users, you can then create content. Content not only can be displayed on social networks, it can be utilised on your website, therefore increasing your overall relevance. #5 Google+ Google+ is affecting organic search results. Get on it!
Pay Per Click Advertising (PPC) PPC is pay per click adver0sing on a range of digital mediums: Display Ads Search Ads Remarketing Ads Increased Paid Exposure & Traffic
Pay Per Click Advertising (PPC) Benefits of Google AdWords Pay-Per- Click Advertising (PPC) First page instantly Can be turned up and turned down when required Location targeting
Pay Per Click Advertising (PPC) What you need to know about Google AdWords You do not pay when your ad is displayed on Google but rather when someone clicks on it to go to your website. You are therefore charged on a Cost per click (CPC) basis. Your ad is not displayed higher up the page purely based on how much you are willing to pay for a click but rather based on how much you are willing to pay combined with a quality factor based on relevancy. The higher the relevancy, the cheaper you will pay per click and your ads will show higher up the page.
PPC Search Ads My Top Tips Build your campaign to have tightly themed keyword groups and for each group write very relevant ads Include keywords in the ad copy to increase relevancy Make use of ad extensions like sitelinks and Google+ Google+ extension Sitelinks
PPC - Display Ads My Top Tips To ensure you get maximum visibility, create image ads for all the different sizes accepted by Google Also include text ads so your ads can display on websites like Google mail. Increase your exposure by using contextual targeting ie show your ads based on the content of the page and the list of keywords you have in your campaign.
PPC - Remarketing My Top Tips Remember Remarketing is a type of display advertising so all the tips provided for display also applies here. Break up your remarketing audience based on specific pages viewed on your website e.g. by service and serve each audience relevant ads Also have negative audiences so you stop showing ads to those who have already taken a desired action on your website
PPC Facebook Ads My Top Tips There are three main types of ads. Use the right ad based on your set objectives. Page likes ads used to increase your fan base Page post engagement ads used to increase your content engagement Clicks to website ads used to increase the volume of traffic to your website Show ads to a very targeted audience by selecting: Interests Gender Age group Location Existing fans / Non fans Show your ads on multiple devices and in newsfeeds
Pay Per Click Advertising (PPC) Google AdWords Grant Google Ad Grants is the non-profit edition of AdWords, Google's online advertising tool. Google Ad Grants empowers non-profit organisations, through $10,000 per month in in-kind AdWords advertising, to promote their missions and initiatives on Google. The grant has the following restrictions: A daily budget set to $329 USD, which is equivalent to about $10,000 per month A maximum cost-per-click (CPC) limit of $2.00 USD Only run keyword-targeted campaigns Only appear on Google.co.uk Only run text ads
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