Wolfgang Digital Client Breakfast - The Slides

Welcomes You….

WelcomeWelcomeWelcome

Agenda1. Wolfgang News2. Ian Dodson, DMI3. Cera Ward, Google4. How did our January Predictions Fare?5. The Big Win 99% of your Competitors are Missing.6. Video, primed to explode!7. Transforming Social Media from a Busy Fools’ Paradise to a

Demand Generating Machine.8. 5 Key Takeaways You Can Action Today!9. Q & A10. Last Person Standing Quiz – WIN AN iPAD!!!

New Wolfgang Gaff

Brendan & Ciaran Got Married!

New Team Members

Ed & Al Peddled To Paris

All Ireland Champ

Digital Media Awards 2013

Best Integrated Campaign

Best Search Campaign

Grand Prix Winners!

Ian Dodson, Digital Marketing Institute

Cera Ward, Google Ireland

Our January Predictions

Organic Traffic

World’s Leading SEO Authority

Keywords

Adwords Dynamic Search Ads

For example…

Why?

• Google report 15% of search queries every week are NEW!

• Client A – 10% of additional Adwords Revenue• Client B – 8% of additional Adwords Revenue• It’s not all about retail…• Client C – 50% additional conversions

Product Listing Ads

• Still not available in Ireland• We have campaigns running in the UK, USA &

Australia

UK Results – Client A

• Conv. Rate 144% times greater than Text Ads

• Outperforming Irish campaigns• Branded traffic has also grown by over 50%

Product Listing Ads Non - Product Listing Ads

US Results – Client B

• CTR 348% greater than text ads• Conv. Rate 560% greater than text ads

CTR Conv. Rate

Product Listing AdsNon - Product Listing Ads

The Next Evolution of PLA’s

Dynamic Remarketing for PLAs

• Shows the user the product(s) they were looking at, with the price and linking back to that product

• Personalisation

Local PLA’s

Finally, Google Glass…

Non-Retailers

Image Extensions - Beta

CRO: Your Secret Weapon

The Conversion

The Challenge

>95% of your traffic will not

convert

Conversion Rate Optimisation

Making data informedchanges to a website, to improve conversion rate and make it moreprofitable.

The BenefitsIncreasing revenue

without increasing traffic

Makes all marketing channels work harder

It Keeps Giving

Take an €800k website to the €1 million mark

Case Studies

The Care Trust

Testing Explained

z

z

3% to 4%

13 % to 16%

The Care Trust

Kilkenny Shop

Website Health Check

Google Analytics

Website Survey

Third Party Tracking

In-Store Survey

Session Recording

Kilkenny Shop

Website Health Check Split Testing

Google Analytics

Website Survey

Third Party Tracking

In-Store Survey

Session Recording

Variation Design

A/B Split Test

Outperform Original

The Split Test

The Result

In Good Company

Insert Jens Video Here

Social Media - Transforming A Busy Fools' Paradise into a Demand Generating

Machine

Irish Social Media Stats

• 2.4 million Facebook users• 1 million LinkedIn users• 600,000 daily Twitter users

Bone of Contention

Purchase Funnel

It’s About What Happens After the Purchase

Brand Advocacy

Where Great Digital Marketing Happens:

People’s Digital Media Usage

People’s Purchase Behaviour

XXXXXXXXXXXXX X

Purchase Behaviour-Nielsen Consumer Attitudes Survey

What Do People Do on Social Media?

How Content Feeds Social

Tactics

• What To Talk About• Blog• Infographics• Video• Email

What To Talk About

• Be useful, interesting or entertaining• Speak with personality

Blog Posts

• Drive traffic to your website • Influence your Google ranking

Infographics

• Infographics are on FIRE!• Traffic-generating machines

Digital Media Awards

Digital Media Awards

Heatwave Economics

Heatwave Economics

InfoGAAphic

InfoGAAphic

Our New Invention The Instructagraphic

Video

• Enrich the social media experience for your followers

• Add dimension to your website

Email

• Dark social• Very valuable for direct response• Social Media & Email

So how do you transform a busy fools' paradise into a demand generating

machine?

GREAT STRATEGY & EPIC CONTENT!

5 Key Takeaways You Can Action Today

Why reviews matter

…and how to get them

“We have a potential launch later this year…looking at the quality of merchants …because we don’t want low quality experience merchants to be ranking in the search results.”

Matt Cutts of Google. Photo: Thomas Hawk

Email customers post-purchase

Link to Google+ from your website and newsletter

Have in-store reminders

DO

Offer incentives for reviews

Fake them

DON’T

Takeaway No. 2

Google Global Market Finder

digital marketing

Find Your Market Finder

Find Your Market

3 Blogging Tips You Can Action Today

Takeaway Number 3

Think About Your Page Title

Think About Your Page Title

• These are the second most important part of your on-page SEO after your content

• Format: Primary Keyword - Secondary Keyword | Brand Name

• 70 Characters

Google Authorship

• Link your content to your PERSONAL Google+ account and become an authority in your area

• Place this code in your HTML at the beginning of each blog post

<a href="[profile_url]?rel=author">Your Name</a>

Google Authorship

Blog Post Titles• Use numbers

– 9 Things You Should Consider Before Applying For A Car Loan

• Make big promises – The Ultimate Guide to Exploring Sydney– How to Dominate Google Search in 3 Easy Steps

• Solve a problem for your ideal reader– 4 Epic Christmas Gift Ideas For Your Girlfriend

• Use emotion– Display Ads Are A Crock Of Shit– 6 Reasons Ireland is Great In The Sunshine

Takeaway no 4

Is Your Site Mobile Friendly?

Takeaway no 5

Pope’s Inauguration

• Accenture report – 74% of Irish Consumers own a smartphone

• 91% want better data connections• 4G is going to make this happen• Your site needs to be ready

Howtogomo.com

Be like Enda…

Questions & Answers

Last Person Standing Quiz

Your chance to win an:

Game Rules

• All questions are multiple choice (A or B).• Raise your right hand if you think A is the

correct answer.• Raise your left hand if you think B is the

correct answer.• If you get an answer wrong, you must sit

down.• Last one standing wins!

1. How old is Google?

A) 15

B) 25

1. Answer - A

Google turned 15 last Friday.

2. What percentage of Irish consumers own a smartphone?

A) 74 %

B) 66%

2. Answer - A

74% of Irish consumers now own a smartphone.

3. What was the name of Google’s very recent algorithm upgrade?

A) Penguin

B) Hummingbird

3. Answer - B

Google’s most recent algorithm was named Hummingbird.

4. What percentage of Google searches have never been seen before?

A) 15%

B) 5%

4. Answer - A

15% of all Google searches are queries which have never been searched for before.

5. What is the more trusted form of information according to Nielsen?

A) High quality website content.

B) Recommendations from friends

5. Answer - B

According to Nielsen, consumers trust recommendations from people they know more than any other form of advertising.

6. What is an average E-commerce conversion rate in Ireland?

A) 3 – 5%

B) 1 – 2%

6. Answer - B

The average E-commerce conversion rate is around 1-2% in Ireland.

7. In what year did the agency now called Wolfgang Digital Start?

A) 2008

B) 2010

7. Answer - A

Wolfgang Digital (formerly OnlineAdvertising.ie) started trading in June 2008.

8. What is the average drop in conversion rate for each second it takes for your website to load?

A) 2%

B) 7%

8. Answer - B

For every second you make your users wait for your website to load, your conversion rate drops by an average of 7%.

9. How many Facebook friends does the average Irish Facebook user have

A) 260

B) 280

9. Answer - B

• The average Irish Facebook user has 280 friends. The global average is 130.

10. According to Nielsen, Which is a more trusted source of information

A) Ads on TV

B) Emails I signed up for

10. Answer - B

• 50% of consumers trust emails they signed up for 47% trust ads on TV.

Tie-Breaker

Google celebrated their adopted birthday last Friday, but on what date was Google actually founded?

September 4th 1998

Google was founded on the 4th of September 1998, but they retrospectively adopted the 27th of September as their official birthday.