Diploma in Digital Marketing - Part I

Transcription

1 Diploma in Digital Marketing - Part I Lesson 3 Google PPC and SEO Presented by: Richard Hegarty Course Educator

2 Lesson 4 Recap We covered who is your Buyer? We will showed you how to profile the customer You gained an understanding of unit economics We explained to you A.R.P.U, CPL and PPM Course Interaction Q & A

3 Today s Lesson We will explain PPC Jargon We explore Google AdWords In-Depth. You will gain knowledge in keyword strategy We will compare paid and organic results You will understand how to use Google search Console Summary Course Interaction Next Steps Q & A

4 Let s Begin

5 Pay-Per-Click Advertising (PPC)

6 Pay-Per-Click Definition Pay-per-click advertising (PPC) is the form of internet advertising where advertisers pay a website owner whenever their ad is clicked on.

7 PPC - Definition

8 PPC - Question What are some of the risks involved with PPC?

9 PPC Original Sales Funnel AWARENESS INTEREST CONSIDERATION INTENT PURCHASE Translated to PPC SEARCH PPC AD CLICK LEAD/ SIGN-UP NURTURE CONVERT

10 PPC Jargon Busting.

11 ROI return on investment. PPC What do the acronyms mean? CPC cost-per-click: the amount you pay for a single click on your ad. CPM cost-per-mille: the amount you pay for 1000 impressions of your ad. CPA cost-per-acquisition: the amount you pay for visitors completing a specific action on your website. CTR click through-rate: the number of clicks on your ad divided by the number of impressions.

12 PPC Risks of Pay Per Click Advertising Need to be careful in this space. It is very hard to advertise successfully. Need to keep up to date with changes It is very easy to setup an account This costs money- Risks involved.

13 PPC Costs and Risks PPC direct forms of incurring a cost Time management. Getting pushed out by competitors. Junk traffic concerns. Bidding wars.

14 PPC Cost Per Acquisition - CPA Register and Start Your Course Now

15 PPC Acquiring a Lead Flow - CPL

16 Google AdWords Google AdWords

17 Google AdWords - Definition AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network.

18 oogle AdWords - Question What should you consider when setting up an AdWords campaign?

19 Google AdWords Paid for Ads Organic results

20 Google AdWords Choosing Keywords

21 Google AdWords Keyword Match Types Broad Keyword or +keyword Software, cookies, tickets Phrase keyword1 keyword2 free software, chocolate cookies, concert tickets Exact [keyword] [AVG], [Pepperidge Farm], [Ticketmaster] Negative -keyword -free, -clear, -sports

22 Google AdWords Keywords Strategy Source for keywords Create content based on keywords & goals Goals for business Collect data for keywords

23 Google AdWords Tips for Writing Great Ads Always check spelling and grammar. Highlight what makes your business unique. Look at your ad with a critical eye. Include prices/promotions. Think of the customers goals Link to relevant page not home page. Experiment!

24 Google AdWords Display Network & Frequency Capping Create your ad You get access to a large audience Set up Google display network Google shows you ad to customers

25 Google AdWords Display Network & Frequency Capping Create your ad You get access to a large audience Set up Google display network Google shows you ad to customers

26 Google AdWords Re-Marketing Potential Customers Visit Your Website They Leave Your Site They Browse The Internet They See Your Ad On Other Websites You Convert Returning Traffic Into Customers!

27 Google AdWords Optimising your AdWords Ads Check trends. Compare different ad texts. Refine bids & budget. Use extensions, call, location, links.

28 Google Adwords Curiosity Results Made simple Lists

29 Google AdWords How will my ad perform? Click Through Rate Lower CPCs Ad ( keyword) relevance Landing Page Quality Ad format Site Links Higher on Page (Ad Rank) High Quality Score Better Chance of First Page Account history Ad Rank= CPC Bid x Quality Score Ad Extensions Show

30 Rewards Repeat business Targeting Immediately traffic Financial rewarding

31 Search Engine Optimisation

32 Search Engine Optimisation 1.1 trillion search queries Think of the user The customer is searching We must optimise This is free traffic

33 Search Engine Optimisation Crawling Indexing Ranking

34 Search Engine Optimisation

35 Search Engine Optimisation Keywords are important Online reputation matters Title of page is important Keywords in links Internal and external links

36 Keywords & research Pick long tailed Keywords Be Unique in Your Value Offering High quality content Keyword planner Check trends

37 Black Hat SEO Black Hat SEO

38 Black Hat SEO Repeated words White text Invisible links Mirror sites Auto Refreshes

39 Black Hat SEO Question What are the main reasons for not using back hat SEO tactics?

40 Google Search Console Google Search Console

41 Google Search Console

42 Conclusion - SEO Have a link strategy Submit site map Use structure mark up Create original content

43 Please Rate the Webinar After the lesson we will ask you to rate the lesson on a scale of 1 (lowest) to 5 (highest).

44 Summary We showed you how to set up Google ads You gained an understanding of keywords You developed knowledge on remarketing You gained an understanding of SEO We showed you how to optimise your website We explained how to use search console Keep up the hard work. o o Attend all of the lessons live to ask Questions in real time and benefit the most We re here to help, so contact us anytime!

45 To expand upon the subjects covered in todays lesson: Further Learning PPC Strategy Development semester one - Lesson 2 ADD PPC Ad Copy and Landing page - Lesson 2 Practical Managing SEO for Conversion Lesson 5 Semester 2 Analysing & Implementing SEO Lesson 4 Practical ADD

46 Setting up Strategic Partnerships Online Shared Revenue Next Lesson Manging your Partners Partners & Lead Generation Affiliate Marketing - Developing Partnerships Online o o Attend all of the lessons live to ask Questions in real time and benefit the most We re here to help, so contact us anytime!

47 QUESTION TIME See you back for Lesson 4 Affiliate Marketing - Developing Strategic Partnerships