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Slide deck from the September 10th 2014 Chester County Marketing Group event. Jeff Tincher presented on the changes to Google Search, Google AdWords, Facebook Ads, SEO Trends and Mobile Friendly tips.
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Back to Digital Marketing
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 1
About the Chester County Marketing GroupChester County Marketing Group is a professional and business networking group in
Northern Chester County PA. The group members consist of local Internet Marketing
Professionals, Web Developers & Designers, Copywriters, Business Owners and
anyone interested in learning more about digital marketing.
There is no upfront cost to “join” the group and we have monthly in-person events,
run a Google Hangout OnAir show, and provide training and workshops on occasion.Learn more at
ChescoMarketing.com
Facebook.com/ChescoMG
Twitter.com/ChescoMarketing
Linkd.in/ChescoLI
Join our Email List
Gplus.to/ChescoMG
YouTube.com/ChescoMarketing
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 2
Agenda Google Search and AdWords changes
Google Analytics Quick Tips + Dashboards
Changes to Facebook Pages and Ads
Review the Top SEO Ranking Factors of 2014
Tips to Improve Your Mobile Site
Attendee Discussions and Q&A
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 3
More Search to Google Search
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 4
Improved Search Box WITHIN Search Results
Allows Site Search from Google SERPs
Page owners can implement special Schema.org code to allow this to work for their siteMust have a site-specific search engine running
http://searchenginewatch.com/article/2364033/Google-Launches-Improved-Sitelinks-Search-Box
A Few Updates to Google AdWords
Callout
Extensions
Helped
Increase CTR
by 221%!
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 5
http://www.ppchero.com/how-callout-extensions-helped-increase-ctr-by-221/
Callout extensions rolled out 9/3; available to all advertisers in a few weeks
Goodbye [Exact Match] and “Phrase Match”, Hello Close Variants!
New Conversion Type: Website Call ConversionsInclude code snippet on site to include a Google forwarding number
Google Analytics Quick Tips
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 6
Create your own custom dashboard or browse the Solutions Gallery at www.google.com/analytics/gallery
Create Segments to visualize specific channels Use Goals and Events to understand what your web visitors
are doing on site! Connect to e-commerce cart for transaction data analysis
Google Analytics & Excel Pivot Tables…
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 7
From this…
…are like Peanut Butter & Chocolate
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 8
…to this!
Google Dashboards: Ecomm
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 9
Google Dashboards: SEO
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 10
Analytics Events
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 11
What’s new with Facebook?New Icon for Page Admins to (Finally) Post as Themselves or Page
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 12
Facebook Changes Sidebar Ads Bigger Right-Hand Column ads - 3x bigger with the headline and description below the image
Less ads appear on the sidebar
FB says “better CTR” due to increase image size
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 13
Bigger Sidebar Ads > Fewer Ads >
More Competition > Higher Costs
Facebook Sidebar Ad Examples
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 14
Facebook Ad SchedulingDay-parting for Ads – but there’s a catch!Must use FB’s Power Editor to manage ad campaigns
Need to use Lifetime Budget instead of a Daily Budget
Pros:
Show your ads to the right people at the right time.
Ads served in your audience’s time zone
Cons:
Only showing to a sub-set of potential buyers
May see a decrease in impressions in your reports
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 15
Top SEO Ranking Factors for 2014Content, content, (quality) content
On-page SEO – Keywords still important! Use in Title, URL, H1, Body copy, etc.
Site Load Speed is important factor
User signals – relationship between rankings and high CTR, low bounce rate and high time-on-site
GOOD Backlinks remain crucial.
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 16
http://searchengineland.com/searchmetrics-released-seo-ranking-factors-2014-content-now-really-king-202756http://www.searchmetrics.com/en/knowledge-base/ranking-factors/
Mobile Friendly Tips
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 17
1. Be responsive!
2. Review your site as if you’re using one hand and thumbs to navigate
3. Short and sweet content; reduce clutter with headings and icons
4. Optimize images for mobile
5. Make it easy to find your phone number & contact info
6. Review on ALL devices
Responsive is a more
unified approach to Web development that allows you
to create a similar experience for the user no matter how they are accessing
the site (desktop, tablet or smartphone),"
Kevin Janosz, COO, RITTA
HTML Code for Mobile Click to Call and Event Tracking:<a href="tel:8885551212" onClick="ga('send', 'event', 'mobile', 'click to call', '888-555-1212');">888-555-1212</a>
Thank you for attending
• Schedule of Workshops/Seminars/Monthly Meetings
• View our other presentations on SlideShare.
Learn more at ChescoMarketing.com
Facebook.com/ChescoMG
Twitter.com/ChescoMarketing
Linkd.in/ChescoLI
Join our Email List
Gplus.to/ChescoMG
YouTube.com/ChescoMarketing
SEPTEMBER 2014 | CHESCOMARKETING.COM | @CHESCOMARKETING 18
