managing an online presence
TRANSCRIPT
What we’re talking about ▷ Web Design: The Landing Page▷ Google Adwords ▷ Mobile Marketing▷ Bing Ads▷ Social Networks▷ Pay Per Click▷ Remarketing▷ Search Engine Optimization▷ Google Analytics
Key termsLanding Page : page implemented to create web conversions
Click Through: a type of landing page leading users to a specific area on
the site
Lead Generation: a type of landing page that is utilized to gain consumer
information
Web Design: utilizing responsiveness and accuracy to deliver the optimal
browsing experience
Conversions: when a recipient of a targeted audience commits a desired
action
PPC: Pay per click
Web designResponsiveness
“When designing a responsive site, you have to remember what devices your users will be using- smartphones, tablets, desktops, laptops- to access your information”Accuracy
“...acknowledge how often consumers are using your site and for what purpose”
“Web design: the landing page
a standalone page that is extremely distinctive from the rest of your
site...positioned for a single objective
CLICK THROUGH
LEADGENERATION
2 Designs
Lead generation"capture user data that can be utilized in the future to obtain a better position in the
market”
- identifies what information is being requested
- identifies what the user receives in return
➔ Ebook or whitepaper➔ Webinar registration➔ Consultation for professional services➔ Discount coupon/voucher➔ Contest entry➔ Free trial➔ A physical gift (via direct mail)➔ Notification of a future product launch
Anatomy of a landing page
1. Unique Selling Proposition (USP)
2. “The Hero Shot”3. The Benefits4. Social Proof5. Conversion Goal:
Call-to-Action
Landing page optimization
1. Ensure the primary headline of your landing page matches the ad visitors clicked
to get there.
2. Make your call to action (CTA) big and position it above the fold.
3. Use directional cues to direct attention to your CTA (arrows or photos/videos of
people looking or pointing at your button).
4. For lead gen forms where the CTA is below the fold (e.g. due to a long form) –
make the directional cue point down the page to the button.
5. A landing page should have a single purpose and thus a single focused message.
For more...Landing Page Testing
When is a landing page useful?
Why marketers use it
Marketers use PPC advertising (adwords) because it is an effective way of directing potential customers who are looking for your specific product to your site.
Words to know Keywords - words that trigger ads
Negative Keywords - Words that stop ads from being triggered
CPC - Cost per Click
CTR - Click through rate
BR - Bounce Rate
Impression - amount of people who see your ad
Organic vs Paid
Quality score - a score given to an ad based on keyword relevance and landing page relevance
Account structure
Account ( Billy boys sports wear)
Campaign (shoes) Campaign (bikes)
Ad group (running shoes)
Ad group (hiking shoes)
Ad group (tandem bike)
Ad group (banana bike)
Ad Ad Ad Ad Ad Ad Ad Ad
Types of ads
Search Network
▷ Text Ads ▷ Mobile Ads▷ Product listings
Display network
▷ Image▷ App ▷ Video Ads
○ Youtube ■ Banners ■ Trueview ■ Home page
masthead
How search ads work
▷ Create an ad campaign▷ Create an ad with keywords ▷ Set keyword bids ▷ When someone searches using your keyword
google will run an auction for ad position based on bid and quality score
▷ Your ad is displayed
➔ 90% of shoppers use their phones for pre shopping activities
➔ 84% of shoppers use their phone while in stores
➔ 53% Make price comparison ➔ 83% of shoppers use search engines when
browsing product info in-store➔ Mobile Marketing video
Mobile Marketing
Re-marketing
▷ A strategy to re-target past visitors (potential clients)
▷ can be a very effective way to increase conversions
Understanding Re-marketing
Best Practices
▷ Be as specific as you can ▷ Test ads - for the first 2 weeks use the
maximize clicks bid strategy to generate a base line
▷ If ads reach daily budget every day raise budget
▷ Google tips for improving performance
Social Networks
58% of marketers who have implemented social media have seen an increase in sales
- Understand who your consumers are
- different networks for different audiences
- Align content posted online with your brand image
Why marketers use FacebookOpportunity
- 1.3 billion active users to date, with multiple sign in’s a day - “Most online advertising reaches only 38% of its intended audience. Facebook’s
average is 89%”
Facebook Ads
- users have implemented key personal information within system- marketers can become extremely specific with its promotion
Facebook Offers Ads Create ToolBoosted Posts
Why marketers use LinkedIn
▷ 200 million active users in over 200 countries and territories
▷ Upper Level Networking▷ Promotes Talent & Marketing Solutions
What is it
Search engine Optimization - “the process of affecting the visibility of a website or a web page in a search engines organic search results”
- Wikipedia
How its done
▷ Create a sitemap ▷ Submit sitemap to google webmaster
tools ▷ Edit “back end” titles and other meta
tags for better search results ▷ Improve URL’s based on keywords
“ "Web analytics is the measurement, collection, analysis and reporting of internet data…
.... for purposes of understanding and optimizing…”
http://en.wikipedia.org/wiki/Web_analytics
Google Analytics
What is it
▷ Free google service available for any website (except some web builders limit functions)
▷ Used by companies to monitor user interactions and acquisition
Why is it important
Awareness test
Why its important
Data on its own is worthless but measuring and acting upon the
insight that is created is priceless
Measure Learn Tweak
Data Analysis Information Insight
How it works
▷ Have a developer place an identifier code generated by google on your page
<script>
(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){
(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),
m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)
})(window,document,'script','//www.google-analytics.com/analytics.js','ga');
ga('create', 'UA-57536188-1', 'auto');
ga('send', 'pageview');
</script>
Identification number
How it works ▷ Code sends data to google ▷ google collects and analyzes the data▷ Non-personally identifiable information is
sent back to your analytics portal▷ your mind is blown by the amount of data
Words to know
Conversions
KPI= key performance indicators
Dimensions - source of the data
Metrics - user actions
Sessions
Bounce vs Exit
“Measuring the right data
“Remember metrics are somewhat relative depending on what you are trying to
accomplish. Figure out what your most important metric for growth is and focus on
that. Don’t listen to or judge yourself on other people”
- Growth Hacker Marketing
Monitoring Growth ▷ Watch for high volume organic referrals
○ means people are either sharing your site or a
web site with higher traffic is referring people to your site
▷ Watch where paid referrals are coming from○ Make sure paid referrals don't have a high
bounce rate○ always be tweeking