your online brand reputation
Post on 22-Jul-2015
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W h a t d o a l l th e s e s i t e s h a v e i n c o m m o n ?
They want to serve up the “best” content.
De f i n e “ Be s t ”
Most credibleMost sensational
Most accurateMost informativeMost interesting
+1sLikes
CommentsShares
Authority (Google Patent)
Google has given us some clues...
• “Within search results, information tied to verified online profiles will be ranked higher than content without such verification…”
Eric Schmidt, from his book “The New Digital Age” – published April 2013
• “Over time, Google will care more about identity and social reputation.”
Matt Cutts mentioned on day three of SMX – March 2013
Google has given us some clues...
W h a t Go o g l e W a n t s , Go o g l e Ge t s …
• Google wants you to “own your content” (so far as tying your name and face to it)
• Remember, an effort to deliver the highest quality, most credible and sensational information
• Imagine how this will change as authors and identities “like”, “+1”, or share other authors content.
Th e s e Th i n g s Ch a n g e Fa s t
This is not a real screenshot.
Rather, a prototype of what could someday come?
Al l th e s e th i n g s a r e c o n n e c t e d …
• Everything is connected.• Your online reputation is important. It matters.• Actively engaged, responsive• Consistence• Provide high quality, accurate content
O n l i n e Ad v e r t i s i n g h a s Ex p l o d e d
2011 – Internet advertising revenues surpassed cable television
2012 - Increased 15% over 2011
2013 – Another 13% increase seen in Q1
S o m e Ba s i c Te r m i n o l o g y
• Impressions – the # of times your ad has been displayed
• Clicks – the # of times your ad has been clicked
• CPC / PPC – cost per click or pay per click
• CPM / PPM – cost per impression or pay per impression
• CPA / PPA – cost per action or pay per action
Re m a r k e t i n g / Be h a v i o r a l Ta r g e t i n g
Reach customers based upon:•Their interests, topics•Past search / web history•Gender•Age
How did it know I am
losing my hair?
Go o g l e Ad W o r d s S EM
Highly Targeted Advertising
Fully measurable sales funnel
Very powerful when combined with Google Analytics
Less risky compared to other options (CPC)
Go o g l e Di s p l a y Ne tw o r k
Text, Image, Interactive, Video Advertisements
Highly targeted placement
Very detailed management, track budget and results as you go
Less risky compared to other options (CPC)
Ca s e S tu d y
• Plumbing client spent $10,900 in Google Advertising over 5 months• 1,376 clicks through to the website (fully tracked)• 156,848 impressions• 75 click-to-calls directly from mobile device• 23 customers clicked an ad then filled out the website form• Phone traffic increased by 200-250 calls.• Average cost per click was $7.00• Avg. Service Ticket Cost is $225
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