Maximising Search Engine Marketing. Search Marketing and Google Analytics

Transcription

1 Maximising Search Engine Marketing Search Marketing and Google Analytics

2 Why Digital Marketing?

3 UK Business Digital Index % state cost savings is one of the advantages to being online, a significant increase from 33% in 2015

4 UK Business Digital Index % of UK charities now advertising online vs. 30% in % are now also taking online payments, vs. 24% in 2015

5 Blackbaud Index 2016 Online donations rose by an average of 17% in Autumn 2016 Overall donations fell 2.7% over the same period

6 Why is digital winning?

7 Why is digital winning? Targeted Scalable Trackable! Millennials

8 Google Analytics How it works

9 Google Analytics Website Search Console

10 Google Analytics Website Tag Manager Search Console

11 Google Analytics Website Tag Manager Heap of other stuff Search Search Console Console

12 Tracking numbers Google Analytics Website Tag Manager Search Search Console Console

13 Tracking numbers Google Analytics Website Tag Manager Heap of other stuff Search Search Console Console

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15 Google Analytics Data Analysis

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17 Age Gender Interests Location Devices

18 Organic Search Paid Search Social Media Referrals Display s Direct

19 User Engagement Landing Pages Exit Pages Technical Information

20 Ecommerce Goal Conversions

21 Google Analytics Drive Your Digital Marketing Strategy

22 Google Analytics 35,000 30,000 Users 25,000 20,000 15,000 10,000 5,000 0 Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Direct Display Organic Search Paid Search Referral Social

23 Google Analytics 30,000 25,000 Revenue 20,000 15,000 10,000 5,000 0 Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Direct Organic Search Paid Search Referral Social

24 Google Analytics Paid Search Organic Search Referral Direct Social Display Users Revenue

25 Maximising Your Search Engine Marketing Search Engine Results Page

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27 Paid Search SEO

28 Paid Search SEO

29 Paid Search SEO

30 Paid Search Engine Marketing Google Ad Grants

31 $- $5, $10, $15, $20, $25, $30, $35, $40, Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Clicks Cost Case Study

32 Case Study Local Charity 70% of total traffic Medium-Sized UK wide 60% Large UK wide 7-10%

33 Benefits $10,000 per month value Usually over 300 clicks per day Targeted traffic

34 Considerations $2 maximum bids Ad Quality Filter CTR must be > 1%

35 Paid Search Engine Marketing Ad Rank

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38 Rank = Max Bid x Quality Score

39 QS 5 x 2 = 10 (position 2) QS 8 x 1.50 = 12 (position 1) * 1.26 paid

40 Paid Search Engine Marketing AdWords Structure

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42 ccount d Group eyword A

43 ccount ampaign d Group eyword A

44 ccount ampaign d Group

45 ccount ampaign d Group eyword Run London Marathon Join Virgin Marathon 2017 Run for charity Charity places for marathon

46 ccount ampaign d Group eyword Run London Marathon Join Virgin Marathon 2017 Run for charity Charity places for marathon d text A A B B

47 ccount ampaign d Group eyword Run London Marathon Join Virgin Marathon 2017 Run for charity Charity places for marathon d text A A B B

48 Paid Search Engine Marketing Grant vs Paid

49 Grant Accounts Information Campaigns Beneficiaries Carers Professionals Campaigning Volunteer Revenue Driving Donations Events Paid Accounts Revenue Driving Donations Events Own Fundraising Gift In Wills Corporate Support Disasters

50 Paid Search Engine Marketing Workshop Activity

51 mergency Appeal Workshop A sandstorm has destroyed Mos Eisley on Tatooine. You need to promote an appeal to raise money to repair the Mos Eisley Cantina.

52 mergency Appeal Workshop 6-10 Keywords 1 Ad Trackable Conversions

53 7 Top Tips To Takeaway Start with the end in mind Obsess about relevancy and quality Answer what people want to know Bid more for your most important keywords

54 7 Top Tips To Takeaway Don t rush your ad copy Invest time in building lists of keywords Monitor and adapt

55 Any Questions

56 Maximising Search Engine Marketing An Introduction To SEO

57 Introduction to SEO What is search engine optimisation? The methodology of strategies and techniques used to increase the amount of visitors to a website by obtaining a high ranking placement in the search results page of a search engine including Google, Bing, Yahoo and other search engines

58 Introduction to SEO

59 How Does It Work?

60 How Does It Work? How is Page Rank Determined? The Google Algorithm!

61 Benefits of SEO Improved visibility in search engines Increased user traffic to the website Increased conversions, e.g. Info to beneficiaries Donations Volunteer signups Sales

62 Overview of SEO Technical SEO On-Page SEO Off-Page SEO

63 Technical SEO Duplicate Content Poor Mobile Experience Slow Page Speed Incorrect Redirects Messy URL s

64 Value of Content Content is King Content is where I expect much of the real money will be made on the internet

65 Why is Content King? It is great for SEO / drives traffic opportunity online Generates new Leads & Donations Adds value to your product / service But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.

66 Content Understand your audience Answer questions your audience are asking Aim for 250+ words Fresh / New content gives you the market leader advantage Builds authority and trust with Google

67 Off Page SEO/Backlinks

68 Algorithm Updates nda 11) Hummingbird (2013) Mobilegeddon (2015) Penguin (2013) Pigeon (2014) Possum (2016)

69 Any Questions

70 Practical Streamline keywords to 3 (Primary, Secondary, Long Tail) Write meta title, meta description & first paragraph Create a rough outline of a donation page

71 Top SEO Tips Get your website tracked: Google Analytics Google Search Console Identify the 10 most important pages on your website Pick 2 3 keywords you want to target for each page

72 Top SEO Tips Research your competition for these keywords Put the keyword(s) in your: Page title Header tags H1, H2 Meta description Within the first paragraph of content Image alt tags Use

73 Thank You!