google marketing fundamentals for marketing managers
TRANSCRIPT
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Google Ad's for Marketing Managers Pay Per Click & Organic Search
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Our Niche
Google AdWords
SEO
TAILORED CONTENT
WEBSITEPrimary
CASE STUDIES
WHITE PAPERS
BROCHURESSERVICE
DESCRIPTIONSVIDEO
CONTENT
SOCIAL MEDIA
DATABASE(S)
Full Marketing Strategy
ON-LINEinbound
OFF-LINEoutbound
DIRECT MAIL
ADVERTISING
EXHIBITIONS
REFERRALS
NETWORKING
TESTIMONIALS
Visibility 24/7
EMAIL CAMPAIGNS
Existing Customers New Customers
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Google’s mission is to organize the world’s information and make it universally accessible and useful.
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Google Search Results
Google Ad’s
Organic Result- With Site Extensions
Organic Results
Google Maps Listings
Google Reviews
Page Fold
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• Submit & Manage your Sitemap
• Site Performance
• Discover Broken Links
• Notifications of Penalties
• Crawl Statistics
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Google bots
Spiders Crawl the web by following links looking for new and updated pages to be added to the Google Index
• Google bot algorithm– Frequency of re-visit
– How many pages are indexed
• Google bot’s following links found– Within webpages
– From the Sitemap
– Previous Crawls
– From other sites
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Google Index
A massive index of the Words the bots can read their Location
Key Content
– Page Titles
– H1 Tags
– Paragraph Content
– Alt Attributes
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Google Search Algorithm
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Google Algorithm: Continuous Improvement
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Summary
Google Webmaster Tools - Your Websites Performance
Google’s Bots
- Crawl Webpages
Google Index- Google Search Repository
Google Results- The most relevant pages are shown
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Website Statistical Information Platform
• All Website Traffic
• Traffic Source
• User Activity
• Conversions and Sales
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How does Analytics work
UA-11341628-27 + Javascript = User Data
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UA data gathered
– Session ID– Browser– Operating System– Time on page – Exit page
– Device – Search Keywords – New Vs Old Visitors– Number of page viewed
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Site Visitor Flow
• Organic Traffic • Paid Traffic • Performed Site Search • Referral Traffic
• Returning Users• Search Traffic• Sessions with Conversions• Sessions with Transactions
• Single Session Users • Tablet & Desktop Traffic• Tablet Traffic
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Interpreting Analytics
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AdWords in Search Results
Organic Results
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Search Network Display Network Product Listing Ad’s
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How Adwords Worksa quick guide
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How Adwords Worksa quick guide
1. Keywords – Matched to Search Term
Campaign
Budget
Location
AdGroups
Family
Senior
Fly-Drive
Keywords
Travel HolidayVacationFlights
- Russia
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How Adwords Worksa quick guide
2. Scores – AdCopy & Landing Page Relevance
Relevance
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How Adwords Worksa quick guide
3. Location Filter
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How Adwords Worksa quick guide
4. £ - Bid Value
How much you’re willing to bid on each Keyword
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AdRank Calculation
5. AdRank Calculation
£Bid + Relevance = AdRank
PLA
Text
Organic
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AdRank Calculation
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Organic Results
Paid Ads
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Display Network Ads
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Targeted Ads
Display Ad
Display Ad
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Targeted on Content
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Remarketing Ads
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Remarketing Ads
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How Ads are Shown
Campaign
Budget
Location
AdGroups
Family
Senior
Fly-Drive
Keywords
Travel HolidayVacationFlights
- Russia
Text Ad
Display Ad
PLA - Product Listing Ad
Remarketing
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2015 – Mobile takes over Search
• The High Street becomes a Showroom
• The First search is on mobile
• Our Trusted personal devices are ripe for
Consistent tracking for remarketing
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Last High Street Christmas
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The best deals are online
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BLACK FRIDAY
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BLACK FRIDAY
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Women's party wear November
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Women's party wear over Black Friday weekend
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Change is coming
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Google’s mission is to organize the world’s information and make it universally accessible and useful.
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