“doesn’t work!” · remarketing. 1. keyword research 2. actionable and eye catching ads 3....

“Doesn’t Work!”

Measurable ………… Controllable………….Scalable

….. WORKS!

108 new customers in

3 months

Had 300 now has over

4000 customers

“UK’s smartest internet marketers for Google Ads”

Some of our clients

£5,000 monthly ad spend

Managed in house by owner

Couldn’t dedicate time

Couldn’t increase return

We reviewed it and …...

Results in first 3 months

41% reduction in ad spend (£30k annually!)

1

Enquiries increased by 2,658%

2

Cost per enquiry decreased by 97%

3

Click through rate increased by 234%

4

“Within weeks my AdWords bill was reduced by half and enquiries massively increased. Saved me £30k within the first year!”Stuart Miles, MD, Smiles Centre

Golden treasure you’ll

learn today

• Why Google Ads is THE best platform for new clients

• Top 5 Google Ads tips for successful campaigns

5+ year ago

1. KEYWORD SELECTION

Wrong type of keywords

Get into the head of your ideal prospect

Get a cup of tea!

Buyer-intent

Treatment + location

Google trends: https://trends.google.com

Google Ads Keyword Planner tool. https://ads.google.com/

Managed in house by owner, then a Google ‘guru’

Frustrated by the lack of enquiries

Review: wrong keywords

Spend went down by 85%

1

Impressions went down 95% (cut out bad words)

2

Cost per enquiry decreased by 73%

3

Click through rate increased by 446%

4

Reduction in Cost Per Lead by a Mighty 73% for Leading Liverpool Dentist

2. CAREFULLY CRAFTED ADS

Next step on the journey

Tightly linked to the keyword

Call to action

Make an offer or your USP (NB ‘family run’ is NOT an offer!)

Competitor gap analysis – offer, headlines, copy, etc

No strategy from the current agency

Results were poor

Ad copy changes

Click through rate: 3.44% Click through rate: 6.12%

“Since working with YBA we have received a massive increase in our leads from the same spend and a strong uplift in sales.”

Richard Bridson - Covent Garden Aesthetics

3. Relevant Landing Pages

• Not usually the homepage

• Have the offer on it

• Match keyword to landing page

• Trust icons

• Testimonials

• Call to action

4. Monitor & tweak consistently

Infinite ways to optimise

and improve

• Increase bids

• Optimise for ad position

• Negative keywords

• Days of week

• Demographics

• Devices

Bid adjustments – Day of week

Bid adjustments - Locations

Bid adjustments - Demographics

5. CONVERSION TRACKING

1. How many leads do you want?

2. How much are you prepared to pay

for them?

3. Review, optimise, wait …… Repeat

Remarketing

1. Keyword research

2. Actionable and eye catching ads

3. Relevant landing page

4. Optimise

5. Conversion tracking

6. Know your numbers

Overwhelmed? Boring? Time consuming?

Necessary? Hell yeah!

Free 20 mins strategy call with Laura @ YBAEmail team@ybappc.co.uk

www.ybappc.co.uk | | 01727 298040

C H E R Y L L U Z E T I 2 4 . 0 9 . 2 0 1 9

W A G A D A ’ S D I G I T A L M A R K E T I N G

D I G I TA L M A R K E T I N G B O OTC A M P

SLIDES: http://bit.ly/wagada01

S U C C E S S F U L L Y D E L I V E R I N G O N L I N E

V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S

www.wagada.co.ukC h e r y l L u z e t

M a n a g i n g D i r e c t o rW a g a d a SLIDES: http://bit.ly/wagada01

How to Turn your Website from Passive Portfolio to

Lead Generation Tool

S E O – S e a r c h E n g i n e O p t i m i s a t i o n

www.wagada.co.uk

S E O – S e a r c h E n g i n e O p t i m i s a t i o n

www.wagada.co.uk

The Web design Challenge?

Brief Web Designer

Live Site

And that’s it!

SLIDES: http://bit.ly/wagada01

W H O I S M A N A G I N G Y O U R O N L I N E P R E S E N C E ?

www.wagada.co.uk

Do you have a Digital Marketing Strategy?

SEO

Shockingly, nearly half (45%) of businesses don’t have a digital marketing strategy, but they are doing digital marketing.

(Smart Insights, Managing Digital Marketing 2019, 2019).

“But all our leads come through referrals! We don’t need to focus on the website.”

Says quite a few people

“We don’t invest any time on our website, therefore it

doesn’t generate us any leads.”

What are you Missing Out On?

• Direct leads via phone or email• Online purchases

SLIDES: http://bit.ly/wagada01

What are you Missing Out On?

• Brand building and raising awareness• Credibility building and showing your knowledge• Getting your message to your target audience

SLIDES: http://bit.ly/wagada01

What are you Missing Out On?

• Customer data:• What are they searching for?• What are they interested in?• What are their problems and how can you meet

their needs?

SLIDES: http://bit.ly/wagada01

How Can Wagada Help?

PR

Social Media to Engage and Promote

• Instagram tends to be a younger audience, so could be a good method of targeting

apprentices/junior staff members.

Social

https://sproutsocial.com/insights/new-social-media-demographics

Website design and SEO are iterative processes

Build Google’s Trust

SEO is about consistency and developing trust and authority over time- Demonstrate that the site is well maintained, high quality,

engaging and often updated.- It’s not something you can do as a one-off.

It’s not going to happen overnight…

SLIDES: http://bit.ly/wagada01

Keep up with Google, and the Competition

SLIDES: http://bit.ly/wagada01

“But all our leads come through referrals! We don’t need to focus on the website.”

Says quite a few people

What People Think SEO is… What SEO really looks like…

A Successful Digital Strategy…

…Needs to:- Differentiate- Win against competitors- Stand out and be memorable

We need a story….

“It’s all about keywords right?”

Keyword Intent?

Information

Transactional

Navigational

Produce the right?

SEO

Identify the Message and Ensure that it Gets Out There

• For Parents: Peer review is key – what do other parents think?

• Reviews

• Social Media

• Google

• For Staff: Whereas for parents we need to play down the ‘big group brand’ of All About

Children, from a staff perspective this is attractive as it presents more opportunities

• We can help you to develop collateral to promote your employer brand – logos, video,

website content.

• Work with you to create an authoritative website with credible content to present All

About the Children look as the employer of choice for anyone going into childcare.

• We can work with other organisations to raise awareness of what you have to offer

from an employment perspective – so that you appear to be the authority and a key

employer.

Match the content to the type of search query

I N F O R M A T I O N A L S E A R C H E S :

- How do you clean red wine off the sofa?- Charity fundraising ideas

- How to make jacket potatoes- How do you cook a boiled egg in the microwave?

- Will avocado go brown in a sandwich?

www.wagada.co.uk

Informational Searches

SEO

• Most used for blogs• Answer the questions that people are asking• Great for brand building• Bring extra traffic• Engaging your audience• Coming across as credible and knowledgeable• Google expects the content to be informative and

comprehensive

Informational Searches

SEO

• Most used for blogs• Answer the questions that people are asking• Great for brand building• Bring extra traffic• Engaging your audience• Coming across as credible and knowledgeable

Informational Searches

SEO

• Most used for blogs• Answer the questions that people are asking• Great for brand building• Bring extra traffic• Engaging your audience• Coming across as credible and knowledgeable

Informational Searches

SEO

• will avocado grow from seed• will avocado go brown in a sandwich• will avocado make you fat• will avocado keep in a salad• will avocado grow in uk• will avocado ripen after cut• will avocado go brown in a salad• will avocado keep after cut• will avocado stay fresh overnight• will avacado tree grow in uk• will avocado last overnight in a sandwich• will avocado last in fridge• will avocado tree survive winter• will avocado plant bear fruit• will avocado oxidise• will avocado trees grow in texas• will avocado trees grow in georgia• will avocado ripen in fridge

T R A N S A C T I O N A L S E A R C H E S :

- iPhone 8- Coffee machine

- Yoga classes Hatfield

www.wagada.co.uk

Transactional Searches

SEO

• Used to bring traffic to product/service pages• Content needs to answer the questions people are

asking• Make it comprehensive

SLIDES: http://bit.ly/wagada01

Produce the right?

SEO

Identify the Message and Ensure that it Gets Out There

• For Parents: Peer review is key – what do other parents think?

• Reviews

• Social Media

• Google

• For Staff: Whereas for parents we need to play down the ‘big group brand’ of All About

Children, from a staff perspective this is attractive as it presents more opportunities

• We can help you to develop collateral to promote your employer brand – logos, video,

website content.

• Work with you to create an authoritative website with credible content to present All

About the Children look as the employer of choice for anyone going into childcare.

• We can work with other organisations to raise awareness of what you have to offer

from an employment perspective – so that you appear to be the authority and a key

employer.

‘Halloween’-Informational?

ORTransactional?

T H I N K L O C A L : L O C A L S E A R C H P H R A S E S H A V E A H I G H E R P U R C H A S E I N T E N T

www.wagada.co.uk

How Can Wagada Help?

SEO

Give All About Children the Best Opportunities to Attract the Best Staff

• Develop your employer brand and ensure that it gets found for key phrases, such

as ‘level 2 nursery nurse’:

• Develop a single website where you can talk about your employer brand and

the opportunities that you have to offer.

• This website would be the central point of call for information on getting jobs

in childcare for the whole of the UK. It would offer careers information and

contain a lot of informational content that would help it to rank.

• Allows us to promote the opportunities of a large nursery brand, without

diluting the message to parents about local child-centred nurseries.

How Can Wagada Help?

SEO

Using Google Adwords as a Flexible Way to Fill Gaps in Capacity or Staff Shortages Quickly

• Google Adwords is the paid form of search engine optimisation and you pay per

click.

• It is very suitable for nurseries and other seasonable businesses as you can turn if

off and on easily when you have the need for extra support.

• It is targetable by location, which means that the ads will only get shown when you

want, and in the locations that you would like.

Advantages of Local

SEO

• Easier to rank• Better meet needs of local audience• Local phrases have a higher purchase intent• People like to buy from local companies• Google automatically prefers to rank local websites

where it believes that this is what people want.

S T R U C T U R I N G Y O U R C O N T E N T A R O U N D T H E P H R A S E S Y O U A R E T A R G E T I N G

www.wagada.co.uk

ASOS know how to do this…

M A K E Y O U R W E B S I T E M O R E U S E R F R I E N D L Y :

- THIS ALSO BOOSTS RANKING!

www.wagada.co.uk

Make Use of the Data in Google Analytics

Find out how people are using your website:- What content is working- Which pages are being visited- Which pages are people exiting from- Which pages are people bouncing from- Where your traffic is coming from?- Which pages convert?- What your key landing pages are and how successful they

are?

Key Takeaways

• Web design and SEO are ongoing tasks – you can’t just do it once and think your work is done.

• Make your website more user-friendly to impress both Google, and your customers

• Think about the intent of your audience and make sure you content matches it.

• Where relevant ensure that you optimise for local searches.• Structure the content around the key terms you are trying to

target, a page for each main topic.

Keeping your Website Fresh – adding content on a regular basis

M A K E I T C O M P R E H E N S I V E :

T h e a v e r a g e G o o g l e f i r s t p a g e r e s u l t c o n t a i n s 1 , 8 9 0 w o r d s . ( B a c k l i n k o , 2 0 1 6 )

( S o u r c e : https://www.hubspot.com/marketing-statistics)

www.wagada.co.uk

Needs to be Targeted and Focussed

• Match the users’ intent• Focussed around the keyword phrases people are searching

for• Be comprehensive and informative• Use images, white space and bullet points to get your words

across without negatively affecting the design of the page.

SLIDES: http://bit.ly/wagada01

D E V E L O P I N G T R U S T A N D A U T H O R I T Y

www.wagada.co.uk

Generate trust and authority

• High quality content that people are engaging with• Reviews:

• Google My Business and Trustpilot• Ask individuals on a personal level, and follow up

• Links• Get people to talk about you and link to you. Links

generate trust and authority

SLIDES: http://bit.ly/wagada01

Generate trust and authority

• Reviews:• Google My Business and Trustpilot• Ask individuals on a personal level, and follow up

• Links• Get people to talk about you and link to you. Links

generate trust and authority

What are links?

Generate trust and authority

• Reviews:• Google My Business and Trustpilot• Ask individuals on a personal level, and follow up

• Links• Get people to talk about you and link to you. Links

generate trust and authority

Moz.com

How to get Links?

Run an eventCompatible businesses

Get some PRHigh quality

content

Guest blogging

Authoritative Organisations

Key Takeaways

• Web design and SEO are ongoing tasks – you can’t just do it once and think your work is done.

• Make your website more user-friendly to impress both Google, and your customers

• Think about the intent of your audience and make sure you content matches it.

• Where relevant ensure that you optimise for local searches.• Structure the content around the key terms you are trying to

target, a page for each main topic. • Make your content comprehensive

Key Takeaways

• Focus on reviews• Get people talking and linking to you.

SLIDES: http://bit.ly/wagada01

S U C C E S S F U L L Y D E L I V E R I N G O N L I N E

V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S

www.wagada.co.ukC h e r y l L u z e t

M a n a g i n g D i r e c t o rW a g a d a

@wagada_stalbans

www.facebook.com/wagada

www.linkedin.com/wagada

info@wagada.co.uk

www.instagram.com/wagadahq

SLIDES: http://bit.ly/wagada01

pearldrop

How video can help your business?

Simon Mercer

&

Denise Austin

Co-Directors @ Pearldrop

Who here watched a video yesterday on

YouTube?

Who here watched a video yesterday on

YouTube?

How many hours of video are watched on YouTube every day?

500 million hours

Not the only amazing fact

Marketers who use video grow revenue 49% faster than non-video users

64% of consumers make a purchase after watching branded

social videos

59% of executives agree that if both text and video are available on the same topic, they are more

likely to choose video

Video drives a 157% increase in organic traffic

Video on a landing page can increase conversions by 80%

or more

Social video generates 1200% more shares than text and images combined

So, what’s the secret?

Engagement(but not that kind!)

Useful – how to

Creative and Fun

So make it….

Unique

Engaging thumbnail

Add new content frequently

The best results

Integrate into your marketing and social

media plan

Add transcription

Multiple channels

Tag it correctly

Message

Audience

Top Tips

Medium

Conclusion

Have fun!

Next stop… Hollywood!