INTRODUCTION Is there life offline? 3

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2 INTRODUCTION Is there life offline? 3 CHAPTER ONE Search engine optimisation (SEO) 4 Do all sites need SEO? 5 How search engines work 6 Approaching search engines 7 Why invest in SEO? 8 Common issues 9 Through the eyes of the search engines 10 The importance of link structuring 11 Targeting and making use of strategic keywords 12 On-page optimisation 13 Meta tags 14 Meta description 14 Introducing link building 15 Debunking SEO myths 16 SEO pro tips 17 SEO glossary 18 Reversing a Google penalty 19 CHAPTER TWO Turning heads with PPC 20 Giving the small guys a chance 21 SEO or PPC? 22 Setting up Google AdWords 23 Creating engaging ad copy 24 CHAPTER THREE Remarketing 25 The different types of remarketing 26 How do you measure the success of remarketing? 26 CHAPTER FOUR Google Display Network 27 Types of ad targeting 27 The powerful Google Display Network 28 How it works 29 A few tips to get you started 29 User targeting done right 29 CHAPTER FIVE Google Shopping 30 What is the difference between Google Shopping and traditional search ads? 31 How to make the most of your Google Shopping campaign 31 CHAPTER SIX Social media marketing 32 Six easy steps 33 What is Twitter advertising? 34 What is Facebook advertising? 35 Page likes 36 Clicks to websites 37 App installs & app engagement 38 Event responses 39 Offer claims 40 Video views 41 LinkedIn advertising 42 YouTube advertising 43 CHAPTER SEVEN Web development 44 Choosing a platform 44 Choosing a domain 44 Navigation 45 Why go mobile-friendly 45 Content 46 Community 46 Types of websites 47 CHAPTER EIGHT Conversion rate optimisation (CRO) 48 What exactly does it do? 49 Get more bang for your buck 49 What is the conversion rate? 50 Understanding the metrics 50 So, what s the big deal? 51 The six key ingredients of a successful CRO strategy 52 THANK YOU 53 When viewed as a PDF, each item on this page is a clickable link. If you want to jump back to this page, simply click the page number of the page you re on. Easy!

3 IS THERE LIFE OFFLINE? Digital marketing opens your brand up to the world stage, levelling the playing field so that you can compete with both small and larger competitors. Utilising online channels is extremely cost effective. A strong online marketing strategy can limit even replace traditional marketing spending across television, radio and print. We are living in the digital age and absolutely everyone is online. Stats released in July, 2015, reveal that 14,000,000 of us are Facebook users; 2,791,300 of us use Twitter; 3,660,000 use LinkedIn, and 5,000,000 of us use Instagram. So if your business isn t online yet, isn t it time you logged on? Thanks to our SEO services, your site will always be at the top of the search results. With talented designers and writers putting their all into providing your business with high-quality content, the question isn t will this go viral?, but rather when?. Unlike traditional methods, you can see the results of digital marketing in real-time. You can observe what is working and what isn t, and adapt your strategy quickly and accordingly. These are but two tools your company can utilise to broaden your digital reach. In this ebook, we will introduce you to the ins-and-outs of digital marketing, walk you through the tools at your disposal, and explain why digital marketing is imperative to your company s success. Hopefully we can convince you that, when it comes to conquering the online world, a partnership with an award-winning, results-focused digital agency is imperative. 3

4 CHAPTER ONE SEARCH ENGINE OPTIMISATION You ve got questions, and search engines like Google have the answers. But all this information comes from somewhere, and in order to present the most relevant ones, there has to be some kind of tactic in place. CHAPTER ONE / SEARCH ENGINE OPTIMISATION Welcome to the world of search engine optimisation (SEO) a marketing technique that is focused around expanding the visibility of websites across the World Wide Web. It s a chaotic and forever-changing world, but SEO holds a mammoth amount of potential for authentic, quality and tangible results no matter the industry you re in. Incorporating both technical and creative elements, this process aims to improve rankings on search results that are returned to a user when they type in their search phrase. This doesn t just mean building a site that happens to be search engine-friendly. It also means taking the time to research keywords extensively to specifically generate traffic to your website, build quality links that add authority, and value to your site. Be it the words on your website, or the way other sites choose to link through to your own, SEO is a cycle of ensuring you re giving the likes of Google the best opportunity to understand and explore your page. 4

5 DO ALL SITES NEED SEO? In short, no. But if you re serious about being visible in search results and really want to increase your return on investment, SEO is a sure way of firing up your web presence. Despite the rise of social media, search engines still hold a majority of the power in regards to navigating web users to specific websites. So, if you re seeking a marketing technique that drives interested traffic through to your website, search engine optimisation aims to do just that. By implementing strategic keyword research and link building elements, you give your site a reason for Google, Bing and other search engines to stop and take notice. Best of all, this process is done organically, meaning you are establishing a quality-based relationship with these online giants. Additionally, these platforms are evolving as we speak, and the power of Google still sees it dominating a majority of search traffic, meaning its crucial for businesses serious about good marketing to turn attention to SEO. With careful formulas in place, Google is able to crawl across websites in a manner that makes sure the results they deliver are as accurate as possible. These calculations are called algorithms, and the search giant is notorious for throwing digital marketers into a frenzy with its secretive updates. While search engines are incredibly intelligent, they still need a little guidance, and these updates allow for better performance from the company. A good SEO strategy consistently checks for updates in algorithms and ensures current tactics reflect what the search engine is paying close attention to good quality content, for example. Surely it s a DIY thing, right? Many business owners or web users make the mistake of thinking SEO is a one-off, quick fix to enhancing rankings. It s actually highly complex and involves careful thinking of the best practices and resolving issues along the way. If you re the kind of person that does things on the train on the way to work, lack a significant amount of time and constantly find yourself distracted by other things fighting for your attention, it s best to leave search engine optimisation to the experts. There is, however, a wealth of articles, resources and how-tos on getting started in SEO, allowing you to get a better understanding of what is involved with this kind of marketing. After reading up on these aspects, you ll find the entire process needs someone who is devoted to ensuring the campaign receives the nurturing it deserves. CHAPTER ONE / SEARCH ENGINE OPTIMISATION Without these algorithms, Google is unable to read websites with the same level of attention and care. 5

6 HOW SEARCH ENGINES WORK Be it Google, Bing or Yahoo!, every search engine operates through crawling and indexing a site, ensuring results returned to their users are the most relevant they can be. Crawling involves a search engine exploring each URL on a website (or even image or PDF), to see if there is information that search queries are demanding. In order for a website to get the most out of crawling, relationships from other sites should be built through links a good way of showing how much one external source values another. The search engine then says, Hey, this site has a few links heading to it, maybe it knows something useful. These bots otherwise known as spiders or crawlers index the site, keeping it readily available for search results. When a user submits a search query, the engine prioritises results by two main factors: a) popularity and b) relevancy. CHAPTER ONE / SEARCH ENGINE OPTIMISATION How are these factors determined? A website being relevant doesn t just mean having the right words. In the earlier stages of SEO, it was widely known that engines did little more than just looking briefly at the text on a page. Nowadays, however, the process is much more complicated. Popularity, on the other hand, gives an indication of how valuable a site or document must be to be receiving such large volumes of traffic. Both relevancy and popularity are picked up on by the algorithms that have been incorporated into the operations of that given search engine, rather than having a team manually hand-pick them (what would be an extremely time-consuming process). 6

7 APPROACHING SEARCH ENGINES It s almost pointless just throwing around an SEO strategy without actually knowing what target audience you re trying to gather attention from. More importantly, it s worth considering exactly how that target audience would choose to use a search engine. This behaviour is usually defined by three kinds of search queries: Transactional Navigational A query involving playing on the audience A query that guides the user through to a wanting to do something, e.g. buy a site that they are looking for, e.g. official concert ticket, or watch a video. homepage of a band, or Twitter. CHAPTER ONE / SEARCH ENGINE OPTIMISATION Informational A query that highlights the need for information, usually asking a question, e.g. what is the cheapest bar in Melbourne?. Generally, queries are typed into a search engine through the following user-journey. User has a question or a need for information. The question is translated into a series of words, known as a query. The query is submitted into the search engine. User browses the returned results for their answer. The most relevant option is clicked on, taking them to a website. User explores the site for the answer. If an answer isn t found, the user usually returns to the search results to check out another link, or may conduct a whole new search. 7

8 WHY INVEST IN SEO? There s a whole lot of reasons why search engine optimisation may benefit your business more than other digital marketing avenues. Here s a few insights to put it into perspective: 67.7% CHAPTER ONE / SEARCH ENGINE OPTIMISATION Google receives approximately 67.7% of all of the web s search queries. 1 In 2016, costs associated with digital marketing are expected to reach around $77 billion. 2 18% Google is responsible for sending a huge 90.62% of traffic around the web. 3 The number one ranking website on a Google search results listing collects around 18% of all clicks. 3 51% 93% 93% of online sessions begin with a search. 4 SEO is, on average, responsible for 51% of traffic for websites making use of digital marketing channels. 5 8

9 COMMON ISSUES Just like every other digital marketing tactic, SEO still carries some problematic occurrences that don t make it a fault-free process. It s important to note these when revising your strategy: Search engines still aren t wholly platforms smarter everyday, these capable of deciphering forms be it to content formats are still not entirely login or submit an enquiry. accessible to spiders. A majority of your content should be created as HTML. When pages include duplicated content usually taken from another websites Content may become unclear to huge problems can occur. In some spiders when terms and phrases cases, Google may even penalise a site are used that aren t the ones that for this. This issue is actually one of the an average audience would use. For most troublesome that any website instance, using wine cabinet systems may find themselves landing in. Pages throughout the content, when a with thin or copied content may suffer majority would use the simpler term from lower rankings, or further action wine fridges. This is where keyword being taken by Google. research plays a huge role. CHAPTER ONE / SEARCH ENGINE OPTIMISATION When a site s directory (known as robots.txt) is blocked, search engines cannot crawl the pages entirely. This means they are unable to complete indexing to full capacity. If a site s links are structured poorly, search engines can have a hard time crawling them. If the spiders are unable to find certain pieces of content or are restricted from some areas of the site, the engine will most likely deem them unimportant. Sites that are heavy in images, videos and non-text content may make it difficult for spiders to index a site. Whilst algorithms are making these Blurred lines between international languages can have an effect on content in terms of optimisation. If you re opting to use color throughout your content, but your target audience uses British English ( colour ), your keyword research hasn t been conducted appropriately. Titles that misrepresent what the content is about will confuse search engines. If your main heading claims the page is about the best places to visit in Mexico, but the rest of the content is actually just focusing on hotels only, you ll send mix signals. 9

10 SEE YOURSELF IN THE EYES OF THE SEARCH ENGINES Sometimes it pays off to know exactly how your target search engine is seeing you. If you ve had troubles indexing certain parts of content, it s worthwhile making use of handy tools such as which allows you to put yourself in their shoes. You ll be able to pinpoint exactly what the engines aren t indexing, and what they are giving you a good indication of how to optimise your content a little better. In some cases, it can still remain unclear as to why some content has been excluded out of indexing. There may be underlying issues with linking or accessibility that require your attention. Here s a few to give you an idea: CHAPTER ONE / SEARCH ENGINE OPTIMISATION Certain links may be unconsciously blocked by the Meta robot tag or robots.txt files. It s critical that these aren t stopping crawlers from indexing pages you are needing to drive traffic to. Not understanding the use of iframes and frames can propose problems. While they can be crawled by search engines, it s best to stay away from them unless you re an advanced webmaster. Pages on your site that can t be accessed unless you fill in a form first are most likely never going to be seen by search engines. If your site contains an abundance of JavaScript-based links, you may find that crawlers will have trouble accessing them. To avoid this, embed HTML links only. 10

11 THE IMPORTANCE OF LINK STRUCTURING Search engines like to follow an order, so content on your website should always reflect a sense of organisation. A lot of this structure comes from links, in which engines make use of in order to find content. For a link to be crawled effectively, links must have a crawlable structure to them. This allows crawlers to explore each aspect of the site in an organised manner, taking in all the content in a way that is properly indexed. The big mistake that websites make is not structuring all of their navigation in a way that allows search engines access, ultimately affecting their potential of ranking on search results pages. CHAPTER ONE / SEARCH ENGINE OPTIMISATION Links that are deemed easily accessible are often referred to as being spiderable, and give spiders the opportunity to navigate all of the content on your pages effectively and simply. Telling search engines not to index a page For some reason or another, you may not be wanting spiders to access certain pages of your website and make them visible on results pages by indexing. In this case, using the following HTML tag will tell crawlers to ignore that given URL: rel= nofollow 11

12 TARGETING AND MAKING USE OF STRATEGIC KEYWORDS A huge aspect of any SEO strategy is understanding the process that surrounds keyword targeting. These little phrases are essentially the building blocks of the search world and give engines the chance to store websites by keyword-based categories, rather than storing them all on a database after they index them. How a keyword works So you re a pest control expert and you re pretty keen on getting more traffic through to your site. So are all your competitors. You may find that a majority of your local competition are already using keywords to help build their SEO success. These campaigns will have effectively weaved these phrases throughout their content to let crawlers know they are experts on the topic. For example, pest control may be the primary phrase that your business is targeting, and perhaps you re looking to zoom in on an audience in Melbourne. Therefore, both pest control Melbourne should be embedded into your content naturally and in a way that is easy to read, offering the user a positive and informative experience. Moreover, the variations of spelling, punctuation or even capitalisation all give specific information on who is likely to be searching for these keyterms. Keywords that are mentioned multiple times on a page are likely to be a part of an SEO strategy, but to be effective, website owners must be careful about the number of mentions they include. It s recommended that a density of 1-2% is achieved, in order not to spam the text with these phrases. Most importantly, these words should be slipped into headings, the body of text and meta data in a way that is natural you will quickly learn in the SEO game that search engines do not like spammy or poorly written content. CHAPTER ONE / SEARCH ENGINE OPTIMISATION After this tactic has been implemented, a user may search for pest control Melbourne and find a list of sites who have specifically targeted these phrases. Think of it as our way of telling search engines, Hey, we know all about this topic, so relay our details to the user. Abuse this and you ll land yourself in trouble with the likes of Google for what is known as keyword stuffing (something that was once commonly done in the early days of SEO). 12

13 ON-PAGE OPTIMISATION As stated before, keywords need to be targeted in order to receive any traction or engagement, but search engine algorithms create an emphasis on doing this in a natural manner. Here s a few tips on how you should be using your key phrases: Insert one into the title tag at least one Try to include the phrase in the alt time. Keep the phrase as close to the attribute of an image that s on the URL. start of the title tag as you can (these This helps in image search functions, should be concise and summarise what such as that of Google. the page is about). Include the keyword once in the URL. Insert a keyword as close to the top of Include the keyword once in the meta the page as possible. description. Include the keyword at least two or three times in the body of the content, or perhaps more if the page is long. CHAPTER ONE / SEARCH ENGINE OPTIMISATION 13

14 META TAGS These handy little tags help search engines to understand the nature of a page s content and whether it plays a role in indexibility. The following meta tags are the most basic ones and are often used to instruct crawlers on what to do: Index/noindex Informs crawlers on whether the page should be looked at and kept in the index to be retrieved at a later date. By using noindex, the URL will not be indexed by the crawler. Noarchive Used to stop engines from caching a page. This means the crawler will not save a version of the URL. Follow/nofollow Instructs search engines on whether certain links should be crawled or not. By using nofollow, you are telling crawlers not to index your page. Nosnippet Tells search engines not to display certain blocks of text next to the title in the search results. Noodp/noydir Instructs search engines not to grab summaries of the page from what is called the Open Directory Project (DMOZ), or Yahoo! s Directory. These will then not be displayed in search results. META DESCRIPTION This tag is the visible snippet of text that is displayed on search results, under the title and URL of a page. Basically, this is around 156 characters (including spaces) explaining why the reader should click through to the site. Think of it as a sort of call-to-action. Copy cats be warned! Understanding canonicalization When multiple versions of a website appear on separate URLs, an issue with duplication can occur. This is extremely common with CMS platforms that utilise several of the same versions of a page for example, a printable version and the standard. This is seen as a big issue in the eyes of search engines, as it complicates the question of which site to show. In essence, every unique piece of information should have one URL only. To go to a further extent to avoid this concern, canonical URL tags can be put in place to decrease the ratio of duplicated content across a site, or across different domains. CHAPTER ONE / SEARCH ENGINE OPTIMISATION 14

15 INTRODUCING LINK BUILDING Just as keyword research is important, link building is equally as critical. This aspect requests a bit of creativity and a whole lot of organisation. In its simplest form, this method involves building links to leverage the authority of your website. In this instance, there are a number of different methods that can be employed, including: Naturally: These links are given in a Self-created: Usually seen in forums, natural manner from other sites that want these links are where visitors create to link back to your content or business. them in blog comments, signatures, user Outreach: Involves ing a network profiles and the like. These are usually held as being the least valuable and can of bloggers, sites and directories to acquire be deemed low quality. It is recommended a link back to your site be it through an that they are avoided where possible, or article, listing or the like. used with care. CHAPTER ONE / SEARCH ENGINE OPTIMISATION HOW CAN YOU GET PEOPLE TO LINK BACK TO YOUR WEBSITE? Implement a blog on your website and keep it up-to-date. This aspect is crucial show the world what you know. Update it with fresh material frequently and participate in the many conversations that are going on in your corner of the industry. Be inspiring create content that may attract a word-of-mouth influence so that the potential that it will be shared across social media will be greatly increased. Create a healthy relationship with online writers, bloggers and public relations professionals. Have them partner with you to increase the likelihood of having a link published, or you publishing one for them in return. Be timely and newsworthy with your posts. This is a great way to earn the respect and attention of writers or bloggers across the net. 15

16 DEBUNKING SEARCH ENGINE OPTIMISATION MYTHS We ve seen and heard it all, and trust us, there are plenty of theories that float around on the web about SEO. But here s a few that we can lay to rest right here and now: CHAPTER ONE / SEARCH ENGINE OPTIMISATION Pay-per-click advertising (explained later in this ebook) can improve SEO rankings: actually, PPC does not affect SEO rankings at all, as it s a whole other tactic. Keyword stuffing on a page means there are more keywords and therefore, a higher potential to rank: do this and you ll quickly lose both your target audience s respect and attention. It may also see you receive a penalty from Google. Meta keyword tags play a big part in SEO: wrong. They are almost ineffective now. Having only a little bit of content is okay: absolutely wrong. There should be a minimum of 350 words on each page, in order to show search engines like Google the value of that particular URL. Copying other sites content is okay, as long as they don t know about it: in order to show a search engine how valuable your site is, you should think of your content as the overall core of this measurement; creating original, fresh and relevant content will show off how much you know, and how much your business has to offer those searching for information. If you choose to copy and paste, you may land in trouble for duplicated content - something Google frowns upon. 16

17 SEO PRO TIPS As Google is always changing their algorithms, it is increasingly important to stay in the know on the latest SEO news. You ll find heaps of helpful information via Matt Cutts, SEOMoz, SEObook and Google+. Following these industry leaders and utilising vital resources will help you deepen your SEO knowledge to stay one step ahead of any ensuing birds and bears. Consistency is incredibly important to SEO. It helps users to build trust and rapport with a particular site it s the difference between one-time visitors and a loyal audience. Consistency is achieved through various channels; quality content, regular blogs, guest blogs, link building and solid branding (to name just a few). There are plenty of useful and free resources available that can help you choose the right keywords for your site, like, Google Keyword Planner. Likewise, a keen eye is a good a resource as any. What keywords are your competitors using? What does Google like? Keyword research is imperative to choosing the best keywords for your site. Keep your ear to the ground and remember keywords are more often laymen terms rather than industry jargon, and don t forget that Google favours long tail keywords over short. While it s important to include keywords in your text, it is also important to make sure your content sounds natural, appeals to your target audience and is engaging. Write firstly for your human audience and secondly for search engines. Any one page of your site should have no less than 350 words and your keyword density should be 1% - 2%, in order for your site to rank well. Use Google Analytics learn it, breathe it, be it. Google Analytics will provide you with detailed information about where your visitors come from and their behaviours. This information will shape the foundation of your entire digital marketing campaign. More traffic is now coming from mobile than desktop or any other device. Additionally, Google looks favourably on sites that are mobile-friendly. If you don t have one, you re putting your business at a serious disadvantage. Meta descriptions are displayed to users in search engine results. They do not require keywords but should provide an accurate, informative and attractive blurb about your business in 150 characters. Back in 2010, Matt Cutts went on record to say that Google s algorithms do in fact use social media signals as a ranking factor. Since then, utilising social media platforms, displaying links, boosting likes and followers, and getting shares up have become wildly popular techniques for improving search engine rankings. Googles loves backlinks, so network and build relationships with trusted sites within your industry. Linking to, and being linked to, by trusted sites will make your website appear more legitimate. Creating relationships with industry professionals and bloggers so that they can review and promote your site/service/ product/brand is invaluable remember to return the favour when you can. There are many well-known online listings that are free to add your details to. Research which ones will benefit your site most and get your details up there stat. CHAPTER ONE / SEARCH ENGINE OPTIMISATION 17

18 SEO GLOSSARY SEO is the process of affecting the rankings of a website in results listed on search engines. This process is usually seen as natural or organic. Algorithms is a formula that Google uses to rank search engine results, in an effort to provide searchers with the most relevant sites. Keywords are search terms that are keyed into a search engine when users want to find something specific. They can be either a single word or a combination of words, often referred to as key phrase. Although their importance has come under fire on numerous occasions, keywords are invaluable to the SEO process. How we use keywords is forever changing, however, their presence in your content is paramount to the success of your company s online strategy. Keyword Density is the number of times a single keyword or key phrase appears within the content and the metadata on a webpage, relative to the total of words on that page. While it used to be possible to keyword stuff content to gain search engine results, that is far less true today. Keyword density allows us to measure the ideal amount of keywords per page and therefore optimise results. Short Tail keywords are generally one to three word phrases used by users to search for particular information. Long Tail Keywords are generally three or more word phrases used by users to search for particular information. Webmaster is a person who maintains a particular site. Webmaster Tools is also known as the Google Search Console is a free service that allows webmasters to check the indexing status and optimise visibility of their websites. Google Penalty is the negative impact on a website s search rankings, based on updates to Google s search algorithms and/or a manual review. Backlinks are links set in place on other websites that refer users back to a specific website. The number of backlinks can be an indicator of a website s significants and search engines view them as a type of recommendation, and thus they have a positive effect on the website ranking. Meta Tags are accessed by search engines, they are parts of HTML code that hold relevant information about a website but are not shown on the viewable content of the web site itself. Google Analytics is a free web analysis service that tracks and reports various behaviours based on web traffic, such as audience acquisition and conversion. Google analytics puts strategy insights at your fingertips and allows you to stay informed on your business s progress easily and instantly. Organic Results are the web listings that most closely match the user s search query, whilst paid results are basically advertisements, the website owners have paid to have their site show up when particular keywords have been searched. CHAPTER ONE / SEARCH ENGINE OPTIMISATION 18

19 REVERSING A GOOGLE PENALTY How do you get a penalty? There s a few different reasons why your site may have received a penalty and most can be avoided by following the above tips and committing to a strong SEO campaign. The main one to look out for is those tricky backlinks and using blackhat SEO techniques to manipulate the algorithm. CHAPTER ONE / SEARCH ENGINE OPTIMISATION How do you know if your site already has a penalty? The biggest tell-tale sign that your site has received a penalty from Google is a sudden drop in rankings. How do you remedy a Google penalty? The first step to remedying a penalty from Google is identifying what type of penalty you have received. This will affect what steps you have to take to rectify it. Generally speaking, you will have received one of two types of penalties: manual or algorithmic. Google will notify you through Webmaster Tools if you have received a manual penalty, whereas webmasters are left to identify algorithmic penalties themselves. If you have received a manual penalty, conduct an audit, isolate the problem and fix it. How do you remedy a Penguin penalty? A Google Penguin penalty relates to the Penguin algorithm, which acts as a filter to capture spamming of links on websites. Sites that are caught doing this often receive a Penguin penalty. To remedy a Penguin penalty, you ll need to remove any toxic links and submit a disavow file containing a list of your now healthy links. Be prepared for the penalty not to be removed overnight. If you think that issue is caused by the Panda algorithm, then your best bet is to conduct a full website audit to identify the specific course and rectify it. 19

20 CHAPTER TWO TURNING HEADS WITH PAY-PER-CLICK ADVERTISING CHAPTER TWO / PAY-PER-CLICK ADVERTISING Pay-per-click marketing is a way of using search engine advertising to generate clicks to your website, rather than earning them organically. You know those ads at the top of the search results when you re searching for a particular site? That s them. As the name suggests, every time someone clicks on your ad, you pay a small fee to the search engine. PPC is a no-brainer for companies whose PPC-generated sales will outweigh the small price they pay for those initial clicks. How much you have to pay depends on how relevant those keywords are to your site/brand/product/service. If two or more sites are bidding on the same keywords, whoever s site is more relevant to that search will be ranked first. PPC is a great way to leverage traffic if SEO isn t an option, or as an addition to SEO. It s a win for everyone because research shows that people actually don t mind clicking on paid search results. It provides a unique opportunity for advertisers to put their site in front of searchers actively looking for sites like theirs, and search engines are able to cater to users and advertisers simultaneously. Typically advertisers will bid on keyword phrases relevant to their audience via programs like Google AdWords. 20

21 GIVING THE SMALL GUYS A CHANCE TO BE HEARD PPC (pay-per-click) is a popular marketing tool because it enables businesses to set a budget for advertising and pay only when people click the ads. Additionally, you can use contextual targeting where Google conducts an analysis and then pairs your ad with relevant participating websites within their advertising network visitors of these sites have online habits that suggest they might also be interested in your site. These aspects make it incredibly valuable for smaller businesses who often find it hard to be heard amongst the big players in the game. For example, a small clothing boutique may find it hard to attract customers compared to huge businesses like Myer. By opting to implement a PPC strategy, these smaller brands are able to zoom in on their target audience and land above big competitors in search results. CHAPTER TWO / PAY-PER-CLICK ADVERTISING 21

22 SEO OR PPC? Which technique is better depends on your specific needs. If you want results now and you re willing to pay for it, PPC may be a better suit. If you re operating on a smaller budget and it makes sense to invest in your results by developing over time, SEO could be the solution best suited to your business. If you re really eager and your budget allows it, why not have both? After all, there s plenty of benefits to using the two techniques simultaneously. Best of all, PPC allows you to target your audience in ways that best suit your objectives. For instance, you may want to target your well-known competitor s huge upcoming sale by researching strategic keywords. You can then utilise these phrases in your PPC campaign, targeting traffic that may otherwise have landed on their doorstep. CHAPTER TWO / PAY-PER-CLICK ADVERTISING The benefits Receive instant results immediately after you set up your AdWords account. See how many impressions and clicks you re receiving each day, with only a minor delay. Stay in control of your spend and allocate a budget that you re happy with. This means you can set a daily spend for each of your campaigns and gain a peace of mind that you re not pouring your dollars down the drain. Micro-target your prospective customers by tailoring your campaign to suit their geographical location and the overall demographic no wasting time and money on uninterested audiences. Land on top of search results (and your competitors) in a simple, cost-effective way. You call the shots, allowing you to stop your campaign whenever you feel like it. No contracts means you only pay for the click-throughs you receive. The moment you choose to stop displaying your ads, you ll stop spending. Can be cheaper than other marketing efforts you pay only what you are comfortable with bidding in the first place. 22

23 SETTING UP GOOGLE ADWORDS If you re gearing up to take this first step, there are a few little aspects that need care and considerations whilst you set it all up: Billing: In order to have an active campaign, you ll need to enter valid credit card details. No ad impressions will be generated without this information, but once you do enter it in, you can choose exactly how you d like to pay: pay automatically (when $50 is accrued, or after 30 days), or manually (choose a specific amount as a prepaid option). Timezones and locations: When setting up AdWords, check that you ve configured the locational settings correctly. Double check the timezone is accurate and is set to wherever your account is based. Also tailor the language settings to suit you, so that AdWords can communicate with you effectively. It s important to note, however, that timezones and currency options can not be reconfigured after first being set. CHAPTER TWO / PAY-PER-CLICK ADVERTISING Auto-tagging: If you re planning on using Google Analytics to track the usage of your data, it s important that you actually enable this feature. This means your URLs will automatically be tagged to reflect your AdWords data, so that they match up correctly. Step-by-step checklist to getting you set up Make sure you have the specific products and services you d like to target clearly in mind. Click on the +New Campaign button in Google AdWords, and then Search Network only. Give your campaign an engaging name that describes the product/service. E.g. Pet Supplies. Head to the bottom of the page and select the location you d like your ads to be shown in. Enter a default bid amount. Double check all details then click Save and continue. Note: that you can add additional ad groups if you d like to, by selecting the +New ad group option and filling in the above details. 23

24 CREATING ENGAGING COPY Your PPC ads are somewhat like an entrance to your business and act as a first impression to prospective customers. The text that is included in these ads should compel users to click through to your site. Essentially, you should take care to adhere to the guidelines set by Google and other search engines, but here are a few to get you started. CHAPTER TWO / PAY-PER-CLICK ADVERTISING Do not over-capitalise words. Only one exclamation mark can be used in each ad. Do not say click here. Absolutely no profanity can be incorporated. No shorthand e.g. using 4 instead of for, or 2 instead of to. Try to include one of your keywords in the ad copy and in the title. Have a clear call-to-action included. Try to include a feature or some kind of benefit e.g free delivery. Make sure your punctuation, grammar and spelling are all correct. Use the keyword tool from Google, which can be found under the Tools & Analysis tab, to create more keyword ideas. Include negative keywords in your campaign: these are phrases that you do not want to associate with your services or products. These may be other brand names, the words cheap or free, etc. You can add these by heading to the Keywords tab and click on +Negative Keywords. 24

25 CHAPTER THREE REMARKETING CHAPTER THREE / REMARKETING Remarketing (sometimes known as retargeting), is the method of using banner ads to target users who have strayed away from your site. It is essentially the process of encouraging them to return and complete the desired action. HOW DOES IT WORK? To set up remarketing for your website, you must first implement a small code into the backend. It s a simple piece of JavaScript that doesn t affect the performance of your site. Your visitors will have no idea that it s even there. Every time someone visits your site, it will drop an anonymous browser cookie. Once a visitor has been cookied, and they visit another site, your retargeting ad provider will know to deliver an ad from your website. REMARKETING ADS VS TRADITIONAL ADS The key difference between remarketing and traditional banner ads is the fact the ads are personalised to the users previous web history, whereas traditional ads are based on factors such as age, gender and interests. This allows you to target visitors who have already expressed interest in your site. WHY SHOULD YOU USE REMARKETING? Although a few users may find remarketing ads a little creepy, a large percentage of those exposed to your business s ads will respond to them well. Take Lowes Hotel Group for example, who in 2013 shifted 70% of their budget that was previously allocated to offline avenues to online. Sales increased by 10%, bookings improved by 9%, and unique visitors increased by 5%. The most interesting number though was the $60,000 in sales that the $800 campaign achieved. 6 25

26 WHAT ARE THE DIFFERENT TYPES OF REMARKETING? Site remarketing is probably the most popular form of remarketing because of the simplistic way in which it simply takes your ad and delivers it to the user after they leave your site. Search remarketing targets users who are actively searching for companies within your industry or companies like yours by using certain keywords and key-phrases. Social media remarketing Unlike retargeting done through the Display Network, social media retargeting displays your ads on your social platforms. remarketing If you use an service like Gmail, you have surely noticed contextual ads, usually based on your content. Well, you can remarket to the ads within an individual s service too. Aside from these different types of remarketing tools, you can also choose to target specific groups within your target audience from anyone who visits your site, to those who visited a specific product page and those who visited and abandoned their cart to regular customers. HOW DO YOU MEASURE THE SUCCESS OF REMARKETING? CTR stands for click-through rate and is the number of times an ad was clicked on, divided by the number of impressions served. CPC stands for cost per click and is calculated by taking the total budget spent and dividing it by the total number of clicks. ecpm stands for effective cost per thousand impressions and is determined by taking the total earnings and dividing it by the total number of impressions served. This number is then multiplied by a thousand. ecpa stands for effective cost per acquisition and is based on campaign spend divided by impressions served, multiplied by the CTR and then the conversion rate. It tells you what you might have paid for ads via cost per action. ROI stands for return of investment and is your gain from investment, minus your cost of investment, divided by cost of investment. ROI tells you how much money you re generating from your ad spend. CHAPTER THREE / REMARKETING 26

27 CHAPTER FOUR GOOGLE DISPLAY NETWORK The Google Display Network is a collection of websites that advertisers can use to exhibit their advertisement to a range of audiences, based on the relevant context of the website to the ad. This collection of websites utilises a range of advertising tactics that allow businesses to display their promotions in an enticing and powerful way. CHAPTER FOUR / GOOGLE DISPLAY NETWORK TYPES OF AD TARGETING Contextual targeting: the managed placement of advertisements on websites with content related to the products, services or information you offer. Audience targeting: provides the ability to show your ad to users who frequently engage with websites that are related to your products, services or information. Ad formats: refers to the type of ad you run on the network, the most common of which are text, image and video-based, rich media or a combination. Text ads: includes an attractive headline, two lines of engaging material and a web address (URL), identical to an ad that appears on Google search results pages. Image ads: stock or unique images, in a variety of layouts and colour scales with limited text for a visual impact. Video ads: an advert with a video embedded within it that users can play directly from the page they are currently on. Rich media ads: interactive image-based ads with animations and other features that alter based on how the user interacts with the ad. Display Ad Builder: A Google tool that allows advertisers to build ads through a range of templates and stock image files. 27

28 HOW POWERFUL IS THE GOOGLE DISPLAY NETWORK? The number of businesses in the Google Display Network totals more than 1.2 million. There are more than and 3 million sites in the Display Network. The Display Network reaches 90% of internet users worldwide. Of that 90%, two thirds view sites on the network every day. About 67% of Display Network ads are in plain text The network includes news sites, mobile sites, apps and online games. Display ad spending increased by more than 30% in The forecast growth rate for display advertising is about 20% over the next two years. 7 CHAPTER FOUR / GOOGLE DISPLAY NETWORK Chances are you have visited a Network Display site, think Gmail and YouTube, among others. 28

29 HOW IT WORKS A complete market examination, competitor analysis and keyword research are conducted, giving you an insight into the different aspects that you need to take into consideration. You choose where your ad appears; relevant websites, target pages, defined audience. Select your ad formats and create attractive ads with clear calls-to-action. Monitor, track and tweak campaign based on real-time results. A FEW TIPS TO GET YOU STARTED Market research and competitor analysis can be completed by using simple web observation techniques. Have a clear picture of who your online audience is. Use web analytical data like Google Analytics and followers on social media. Note: your online audience may differ from offline customers. Choose keywords that appeal to your audience. The way your customers see your business may differ from how you do. Complete real-world tests through surveys or casual conversations. Include locations, specific keywords and limit where ads display through geotagging. USER TARGETING DONE RIGHT Select the placement of your ads to websites that are popular with or directly related to the interests of your target audience. Use contextual targeting through your carefully selected list of keywords to have your ad displayed on websites related to your industry, products, services or information. Select your potential website display base through topic targeting selection. Do this by choosing from a populated list of topics. Target the consumer directly, instead of web pages, by using interest targeting. If the user has shown an interest in your market, they can see your ads, even on unrelated web pages. Consider using a combination of placement, contextual, topic and interest targeting to reach your ideal demographic. Make use of click-to-call buttons for ease of connection in mobile device ads. CHAPTER FOUR / GOOGLE DISPLAY NETWORK 29

30 CHAPTER FIVE GOOGLE SHOPPING CHAPTER FIVE / GOOGLE SHOPPING Google Shopping is an advertising option that allows retailers to access a quick and easy way to get their products in front of consumers that are actively looking to purchase their products. HOW DOES IT WORK? In layman s terms, advertisers create lists of all the products they wish to sell on Google. The list includes product details such as product name, brand, pictures of items, prices and specific information like size, colour and so on. The technical name we give this list is a data feed. With the info you provide for the data feed, Google can create a tailored ad for your product that will appear when a user searches for that particular item. 30

31 WHAT IS THE DIFFERENCE BETWEEN GOOGLE SHOPPING AND TRADITIONAL SEARCH ADS? The most significant difference between the two is that traditional search ads are based on keywords, whereas Google Shopping is instead dependent on information taken from the data feed and the bid set by the advertiser. So, if you can t optimise your ads through the use of keywords, how can you increase the performance of your ads? Make sure that your data feed is rich in information or/and use smart bid optimisation. Also, be mindful of what other information will influence consumers such as, price, rating and loyalty. CHAPTER FIVE / GOOGLE SHOPPING HOW TO MAKE THE MOST OF YOUR GOOGLE SHOPPING CAMPAIGN There are two key ways to maximise your Google Shopping campaign: smart bid management and perfecting the quality of your data feed. Once you have perfected your data feed, being careful to provide all the relevant information and not to forget any vital details that a potential consumer may be after, the next step is to be proactive about your bid management. Once you have set up an exceptional data feed, you ll have to create a campaign with Google AdWords. Your next step is to, rather than set and forget, keep a keen eye on which products are preforming the best and adjust your bids accordingly. 31

32 CHAPTER SIX SOCIAL MEDIA MARKETING CHAPTER SIX / SOCIAL MEDIA MARKETING What is a social media strategy? What it means to be strategic through social media is ever-changing. A deep pool of audience info, social media opens your company up to more customer insights than ever before. Having a social media presence is no longer a luxury reserved for the tech-savvy it s a must for you company. Everyone is online and if you re not utilising social media platforms, you re handing over potential customers to competitors who do. However, before you go running for the computer frantically making accounts across every social media platform available, let s first consider which particular platforms will work for you. Firstly, do some research into what platforms your audience is utilising. Once you have established which social media platforms are popular among your audience, the next step is determine what you wish to achieve. This can be broken down into a simple checklist: Support Communication Feedback Engagement Online presence Promotion Insight Accessibility 32

33 6 EASY STEPS... to creating a successful social media strategy: 1 Set company objectives 2 Assess your current social media status CHAPTER SIX / SOCIAL MEDIA MARKETING 3 Select which platforms you wish to utilise 4 Develop a content strategy 5 Track your strategy s progress 6 Adjust accordingly. 33

34 WHAT IS TWITTER ADVERTISING? A relatively new addition to the Twitter platform, users can now access various ways to promote their tweets. Originally, when Twitter revealed their advertising platform, there were a lot of kinks, including the absence of an effective way of targeting your ads towards a specific audiences. Thankfully, since then, Twitter has come a long way and users are now able to effectively target their particular audience and make the most out of their campaign. Users now have three major options for promotion at their disposable that work similar to pay-per-click ads. These include promoted tweets, accounts and trends (at a much cheaper rate than AdWords and Google). Additionally to being a cost-effective option for digital promotion, this method has been proven to be a highly effective way of achieving results. CHAPTER SIX / SOCIAL MEDIA MARKETING Promoting tweets Your company can optimise its visibility by promoting its brand message. This can be done by sponsoring tweets, allowing them to land at the top of results when a user uses Twitter search functions. The process is quite straight forward and really effective at putting your message in front of potential customers via the popular platform. If this is your first Twitter campaign it s recommended you pick 3-6 tweets for testing purposes. The next step is then to choose what users you wish to target. Targeting Now with many targeting tools at your disposal keywords, languages, behaviours, interests and more you can create an effective Twitter-targeting campaign that caters to your objectives. Once you have chosen which targeting options you wish to use, you will be asked to set a mandatory daily maximum budget that resets daily at midnight. Users can also set an overall budget and that campaign will be stopped automatically when that budget is reached. Other handy tips Invest in strong visuals. Twitter users don t have time to read big blocks of text, but strong imagery will grab their attention and leave an impression. Test your campaign and test some more; start with low budgets whilst you work out the kinks to avoid big losses. Adjust your ads according to performance. If something isn t working change it up. Create great content that engages your audience and your Twitter campaign will be a success. 34

35 WHAT IS FACEBOOK ADVERTISING? Facebook ads are one of the most effective ways to connect with customers online. CHAPTER SIX / SOCIAL MEDIA MARKETING Page post engagement Get more users liking, commenting on and sharing your content. You ll reach more of your existing likes and tap into new audiences. How to: page post engagement adverts Select Page Post Engagement, decide on a Page you manage and then choose the particular post you wish to boost. Alternatively, to create a new post to boost simply click the + button. As you build your ad, Facebook will provide you with a preview of what your advert will look like to users viewing the ad from the platform. If you desire, you can also add an address to send people to particular page of your site or a conversion pixel to track site visitors and sales. With any Facebook advertisement you create, you can also choose which audiences you want to target. Simply complete the fields to select your audiences by interests, age, gender and more. Facebook also gives you the choice to decide if you would like to reach existing likes and their friends, or entirely new audiences. Finally, Facebook allows you to set a daily or lifetime budget and allocate how long you want it to run for. With this particular type of Facebook advertisement, engagement is measured by clicks, likes, comments and shares. Your advert will be optimised to target those within your audience most likely to engage with your content. 35

36 PAGE LIKES Build your Facebook Like Page audience by getting more likes and connecting with new customers generate better insights in your existing audience to take advantage of their online presence and your own. How to: Page Like adverts 1. Firstly, select Page Likes. Secondly, choose a Facebook Page that you want to promote and then begin designing your advertisement. wall, to a particular album, or whatever section of your Like Pages you wish. 3. The next step is to select your target audience for that ad by filtering by age, gender interests and so on. CHAPTER SIX / SOCIAL MEDIA MARKETING 2. As you create your advertisement, Facebook will provide you with a preview of how it will appear to users. You can select what section of you page you want the advertisement to send users to, select image you wish to use, a headline and a description. For example, you can send visitors straight to your 4. Finally, set your budget for daily or lifetime budget and choice when you wish the duration of that budget to run for. Your Page Likes advert will be targeted at users within your audience that are likely to hit your Like Page button. Getting started with Page Likes See what your advert looks like Choose your audience Set your budget and schedule How people see your advert on Facebook 36

37 CLICKS TO WEBSITE Attract more people to your website by utilising Facebook. When people click on your advert, you can send them to absolutely any page on your website you wish. How to: clicks to website adverts 1. Select clicks to website and choose the address you wish users to visit. The control is yours, you decide where you want visitors to land when they click on your Facebook advertisement. 2. Facebook will provide you with a preview as you create your ad. Image, text, headlines and additionally, a call to action button. A prime example of this is those ads that pop up whilst you re on Facebook that say shop now. 3. Choose the traits of your target audience from gender to age, interest to location. 4. After you have selected your target audience, you can choose the daily or lifetime budget and give your ad a name. Alternatively, you can choose to optimise your advert for impressions. CHAPTER SIX / SOCIAL MEDIA MARKETING Get started with Clicks to Website See what your advert looks like Choose your audience Set your budget and schedule How people see your advert on Facebook 37

38 APP INSTALLS & APP ENGAGEMENT Get more people downloading and engaging with your app by advertising with Facebook. This platform offers two options for promoting your app via the platform, they are installs and engagement. How to: app installs & engagement adverts 1. You can increase downloads by putting ads in front of users using devices that are compatible with your app, directing them straight to your download page when they click on the ad. Alternately, you can customise your advertisement to take the user to a different page like your store or registration page. 2. By integrating your app with Facebook SDK, you can measure both downloads and engagement. All the information will be added to your advert reports so that you can access it all in one place. 3. After you have Facebook SDK set up, you can choose to make a custom audience based on who is interacting with your app. This is a powerful tool for making sure you get the most out of your advertisements. CHAPTER SIX / SOCIAL MEDIA MARKETING Promote your app for installs or more engagement Use metrics to improve your app and engage more customers Create a Custom or Lookalike Audience from your app 38

39 EVENT RESPONSES Spread the word about your special event, shindig or music gig with a Facebook advert. When people see it, they can join and the event will be added to their Facebook calendar. How to: event responses adverts 1. Select event responses, choose the event you wish to promote and click on continue. 2. Facebook will provide you with a preview of your advert looks like to users. You can select what image you want users to see, write a headline and a description. When a user clicks attending to your event it, will be automatically added to their colander. 3. Next you can choose your audience based on the fields gender, age, location and more. 4. The final step is to create a name for your ad and set a daily or lifetime budget and allocate how long you wish for it to run. CHAPTER SIX / SOCIAL MEDIA MARKETING Get started with Event Responses See what your advert looks like Choose your audience Set your budget and schedule How people see your advert on Facebook 39

40 OFFER CLAIMS By creating special offers, you ll get more people doing business with you. You can offer discounts or giveaways, it s entirely up to you. You decide how long you want your offer to run for, who you wish to see it, whether there is a limit to how many people can claim the offer and more. How to: offer claim adverts 1. Select offer claims, choose the offer you wish to promote and click continue. 2. As you build your advert Facebook will provide you with a preview. You can select the image you want to use, write a headline and description, select an expiry date and limit how many people can claim the offer. Furthermore, there is also a Terms and Conditions field where you can explain further the specific details of your offer. Users will be called to action by a button that reads Get offer. 3. Choose your audience based on the fields gender, location, age, interests and more. 4. Once you have decided on your audience, you can name your ad, set a daily or lifetime budget, and allocate a length of time you wish the advert to be up for. CHAPTER SIX / SOCIAL MEDIA MARKETING Get started with Offer Claims See what your advert looks like Choose your audience Set your budget and schedule How people see your advert on Facebook 40

41 VIDEO VIEWS Create engaging adverts that feature your videos. Your audiences can view your video adverts within the News Feed, both on desktop and mobile devices. How to: video views 1. Select Video Views and choose the page that you want to run a video ad for. 2. Preview what your ad will look in the News Feed across desktop and mobile devices. When you set up your video ad, you ll be able choose a thumbnail that users see before they press play. 3. Choose your target audience based on gender, age, location and more. 4. Set your budget for daily or lifetime and allocate a length of time you wish the ad to be active for. The ad will be automatically optimised for people within your target audience that are more likely to press play on your video. CHAPTER SIX / SOCIAL MEDIA MARKETING Getting started with Video Views See what your advert looks like Choose your audience Set your budget and schedule How people see your advert on Facebook 41

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