Maximising Search Engine Marketing Search Marketing and Google Analytics
Why Digital Marketing?
UK Business Digital Index 2016 52% state cost savings is one of the advantages to being online, a significant increase from 33% in 2015
UK Business Digital Index 2016 60% of UK charities now advertising online vs. 30% in 2015 53% are now also taking online payments, vs. 24% in 2015
Blackbaud Index 2016 Online donations rose by an average of 17% in Autumn 2016 Overall donations fell 2.7% over the same period
Why is digital winning?
Why is digital winning? Targeted Scalable Trackable! Millennials
Google Analytics How it works
Google Analytics Website Search Console
Google Analytics Website Tag Manager Search Console
Google Analytics Website Tag Manager Heap of other stuff Search Search Console Console
Tracking numbers Google Analytics Website Tag Manager Search Search Console Console
Tracking numbers Google Analytics Website Tag Manager Heap of other stuff Search Search Console Console
Google Analytics Data Analysis
Age Gender Interests Location Devices
Organic Search Paid Search Social Media Referrals Display Emails Direct
User Engagement Landing Pages Exit Pages Technical Information
Ecommerce Goal Conversions
Google Analytics Drive Your Digital Marketing Strategy
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 Email Organic Search Paid Search Referral Social
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 Email Organic Search Paid Search Referral Social
Google Analytics 300000 250000 200000 150000 100000 50000 0 Paid Search Organic Search Referral Direct Social Display Email Users Revenue
Maximising Your Search Engine Marketing Search Engine Results Page
Paid Search SEO
Paid Search SEO
Paid Search SEO
Paid Search Engine Marketing Google Ad Grants
$- $5,000.00 $10,000.00 $15,000.00 $20,000.00 $25,000.00 $30,000.00 $35,000.00 $40,000.00 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
Case Study Local Charity 70% of total traffic Medium-Sized UK wide 60% Large UK wide 7-10%
Benefits $10,000 per month value Usually over 300 clicks per day Targeted traffic
Considerations $2 maximum bids Ad Quality Filter CTR must be > 1%
Paid Search Engine Marketing Ad Rank
1 2 3 4
Rank = Max Bid x Quality Score
QS 5 x 2 = 10 (position 2) QS 8 x 1.50 = 12 (position 1) * 1.26 paid
Paid Search Engine Marketing AdWords Structure
ccount d Group eyword A
ccount ampaign d Group eyword A
ccount ampaign d Group
ccount ampaign d Group eyword Run London Marathon Join Virgin Marathon 2017 Run for charity Charity places for marathon
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
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
Paid Search Engine Marketing Grant vs Paid
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
Paid Search Engine Marketing Workshop Activity
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.
mergency Appeal Workshop 6-10 Keywords 1 Ad Trackable Conversions
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
7 Top Tips To Takeaway Don t rush your ad copy Invest time in building lists of keywords Monitor and adapt
Any Questions
Maximising Search Engine Marketing An Introduction To SEO
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
Introduction to SEO
How Does It Work?
How Does It Work? How is Page Rank Determined? The Google Algorithm!
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
Overview of SEO Technical SEO On-Page SEO Off-Page SEO
Technical SEO Duplicate Content Poor Mobile Experience Slow Page Speed Incorrect Redirects Messy URL s
Value of Content Content is King Content is where I expect much of the real money will be made on the internet https://www.craigbailey.net/content-is-king-bybill-gates/
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.
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
Off Page SEO/Backlinks
Algorithm Updates nda 11) Hummingbird (2013) Mobilegeddon (2015) Penguin (2013) Pigeon (2014) Possum (2016)
Any Questions
Practical Streamline keywords to 3 (Primary, Secondary, Long Tail) Write meta title, meta description & first paragraph Create a rough outline of a donation page
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
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 www.answerthepublic.com
Thank You!