google marketing for retailers - varier retailer marketing academy #2
TRANSCRIPT
Varier Retailer Marketing Academy #2Google Marketing for retailers starts in a couple of minutes, waiting for the last attendees to get the technical stuff working
Agenda for this webinar• Introduction – who am I and why am I speaking• About the webinars• Disclaimer• Insights and numbers from Google (Emil)• Learn about Google Marketing (Adwords and SEO) • Google My Business• Google Analytics• Sum up and questions
Why me / us?• Founder/Senior Digital
Marketing Specialist at Compell• Experience from before Google
(First PC 1996, First website 2000)
• Google Premier Partner• Facebook Managed Agency• Extremely specialized team
working from Denmark
Strategy, business & numbers
Digital natives
Creative mindsets (Ninjas)
The Magic Happens
Why this webinar?• Varier wants to grow their business• Varier wants YOU to grow – both in Varier sales and other
products!• Digital revolution – problems and opportunities – lets face it
together• Produced in collaboration with Frode Karlsen, Linda Ødegaard,
Kasper Eriksen and the rest of the marketing department.
Disclaimers,yes we have to!
• English, I´ll do my best• Global trends, might
differ from your country• We want to inspire you
to do it yourself!• Feedback is very much
appreciated
• Webinar will be recorded and distributed afterwards.
• Please ask questions, write them and I´ll catch up on the fly – both technical or my language!
• Sum up and more questions in the end.
• Time is around ~45 minutes depending on my speed and your questions
Practical stuff
What is Google?You know all the basics – but what can Google do for you…?
Customers Revenue Branding
2 ways into GooglePaid (Adwords)• Pay per click• Decide budget• Start / stop• Ready within 1 day
Free (SEO)• Optimization (onpage
and offpage)• Content production• Linkbuilding• Consultants or your time• From 1 month to 1 year
Google Adwords How to
Create Account (Free)
Define keywords and
ads
Define budget and target area
Get clicks / customers
Evaluate / repeat
How simple is it? (1€ daily )1) Do it yourself through the web interface
2) Google free setup for the first 4 weeks
3) Get help from a local consultant
Example – Furniture store in Aarhus• Budget for 1 month = 1.000DKK =
160 DKK daily budget• Focus on keyword ”chair” (CPC 5) 32
daily clicks / 1.000 clicks in all campaigns
• Only focus on keyword ”chair” for people within 5 miles of the physical store
1000 clicks to website50 visits to store
5 orders, avg. Basket size 5.000
25.000 revenue
ROI 5
Why Google My Business1. You own it / are visible 2. Get the right data (phone e.g.)3. Opening hours4. Upload pictures5. See reviews6. Insights from Google My
Business statitics
How to do it?
Go to GMB website
Add your businesss to
GMB
Verify with phone or postcard
Create / update profile
Use the insights
Website statistics software – 3 questions
1. Where they come from?
2. Who are they?3. What do they
do?
Google Analytics can help you• Insights about your website and users• Insights about online marketing spend (adwords)• Insights about how your website is performing• And 10.000 other things
Google Analytics – how to?1) Get installed on website if not, its free!2) Get data (wait )3) Analyze and make descions, evaluate marketing