Online Marketing Workshop

Keith Feighery: Digital Strategist

Overview

• Pay per Click Advertising• Affiliate Marketing• Search Engine Optimisation• Email Marketing

Pay Per Click Advertising

PPC Introduction

• Analyse your specific market– Use Keyword Tools

• Analyse your online and offline competitors– Trellian.com, Google keywords tool

• Create the PPC accounts– Google, Bing, Yahoo

• Divide the main account into sub campaigns and Groups– Enables highly targetted Ad Cam

• Create Longtail multi-word bids– Over 60% searches use 3 or more words

• Set up a Conversion points and Track• Adjust constantly to ensure optimisation

PPC Tips

• Match your keywords to optimised and tested landing pages • What does Google's important "Quality Score” mean

– Based on CTR, relevancy of keywords, ads and landing pages– High quality score means higher ranking with lower bid costs

• Tools and strategies to find the best PPC keywords– Google Adwords– Keyword Spy– Wordze– WordTracker

• Write highly optimised and design ads to attract highly targeted clicks

– Make sure landing pages are relevant– Repeat bid keywords in copy (they are bolded and increase CTR)– Try out “Arrow” formation– Clear Calls to Action– Dynamic Keyword Insertion

Some Links

• www.seochat.com• www.searchengineland.com• http://www.webmasterworld.com/• www.interleado.com• www.redcardinal.ie• www.ringjohn.com• www.voodoo.ie• www.seomoz.com• http://www.webceo.com• http://www.desktop-reporting.com/polaris.html• http://www.redflymarketing.com• http://www.google.com/intl/en/adwordseditor• http://www.redflymarketing.com/googleglobal/google_global-

2.0.4.xpi

Affiliate Networks

• Google Affiliate Network (Double Click) offers: – Industry-leading advertiser and publisher service – Rigorous network quality standards– Reliable conversion tracking– Detailed reporting– Automated payments to publishers– Simple link and creative delivery tools– Flexible commissions– Access to top brands on the web

Search Engine Optimisation

Google Analytics

Key Factorshttp://www.seomoz.org/article/

search-ranking-factors

Top 5 Ranking Factors

• Keyword Focused Anchor Text from External Links - – 73% very high importance

• External Link Popularity (quantity/quality of external links) – 71% very high importance

• Diversity of Link Sources (links from many unique root domains) – 67% very high importance

• Keyword Use Anywhere in the Title Tag – 66% very high importance

• Trustworthiness of the Domain Based on Link Distance from Trusted Domains (e.g. TrustRank, Domain mozTrust, etc.) - – 66% very high importance

Next 5 Important Factors

• Keyword Use in Internal Link Anchor Text on the Page– 47% moderate importance

• Keyword Use in External Link Anchor Text on the Page– 46% moderate importance

• Keyword Use as the First Word(s) in the H1 Tag– 45% moderate importance

• Keyword Use in the First 50-100 Words in HTML on the Page– 45% moderate importance

• Keyword Use in the Subdomain Name– 42% low importance

• Keyword Use in the Page Name URL– 38% low importance

Key Broad Algorithmic Factors

• Trust/Authority of the Host Domain – 24%

• Link Popularity of the Specific Page – 22%

• Anchor Text of External Links to the Page – 20%

• On-Page Keyword Usage – 15%

• Visitor/Traffic & Click-Through Data – 7%

Website Optimisation

Website Optimisation

• Dynamic Testing of all elements of site to gain greatest traction– Test Copy, Calls to Action, Images, Placement– The $300,000,000 Button

• Both Split (A/B) and Multi-Variate Test• Define and set up conversion points• Can have massive impact on optimising goals• Major sites all split test headlines and images

– Feedback into final design

Test Process

• Never stop testing and tracking user actions on website• A/B Split Testing

– Define specific site goals (sale, sign-up etc..)– Test two specific pages (typically high volume landing pages)– Commercial tools (Vertster) or Google Optimiser – Monitor which test is performing better– Use Variable rate or throttle testing to vary the percentage of traffic

that gets routed to the various pages• Multi-Variate testing

– Enables variable testing of elements within single pages– Different copy text, form layouts and even landing page images and

background colours together– Track combinations that achieve predetermined goals

Key Performance Indicators

Sites

• http://www.marketingexperiments.com/blog/• http://www.iamalandingpagedesigner.com/my-bl

og/• http://www.widerfunnel.com/

Typical Trackable KPIs

• Uniques• Conversion Rate• Cost per click• Cost per Lead / Sale• Bounce rate• Returning visitors• Abandonment rate

Additional KPIs

• 3rd Party Links – emails, promotions • New account signups• Article or press release views• Newsletter signups• Page views per session• Visitors per Lead / Sale• No. of Leads / Sales• No. of PDF download

More KPIs

• Track forums, blogs and RSS • GeoLocation – IP tracing • PDF and Word documents download tracking • Viral tracking • Commerce calibration and reporting • Benchmarking and trend analysis for 3+ years • Usability and accessibility • Integration into CMS, CRM, Intranets and other database systems

Analysing Traffic Data

• Think strategically about your traffic and customers and their intrinsic monetary value– Segment your traffic and ensure you can analyse each cohort by source and

revenue• Understand, analyse and measure key traffic metrics

– Cost Per Click– Click Through Rate– Cost per Acquisition– Cost Per Lead– Life Time Value– Tacking User cohorts – fall-off rates– CPM, eCPM – ARPU

• Follow @andrew_chen or http://andrewchen.com to see some interesting analysis and models