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Welcome and Introductions
Marilyn Hoeffner
• Bill Martin – Top 5 new features and changes in Ad Words
• Break• Sarah Hoffman – Social Media in 2015• Ruth Burr Reedy – SEO best practices• David Christopher – Importance of Content
Marketing
• Raffle Tickets will be given out after the break and at the end of the team Q&A
• Marketing Reviews• Surveys
Our Top 5 New “Features” of Adwords in 2014
Bill Martin
BigWing Interactive
www.bigwing.com
Search Retargeting & Display Advertising Feeds the Funnel
People Searching for
Used Cars
Paid SearchRemarketing
Site Retargeting
Optimization
LandingPage
Optimization
ConversionTracking
Senior Citizens
Recent College
Graduates
Women Shopping
for Appliances
Interested in
Remodeling
New for 2014 Callout Extensions
• Appear below the standard ad• Add a line of space pushing down
the organic listings• Don’t require a URL • Show off unique offers and
benefits of their sites, products and services
Call Tracking - Google Joins the Party
Call Tracking Google’s attempt
• Google sets up a forwarding number• Integrates with analytics• Bing / Yahoo copied, separate but equal• No recording /listening of calls (privacy issues)
Call Tracking - Google Joins the Party
Call Tracking Google’s attempt
• Google sets up a forwarding number• Integrates with analytics• Bing / Yahoo copied, separate but equal.• No recording/listening of calls (privacy issues)
Third party is better• Same features with forwarding number• Integrates with analytics• Also can get tagged for other search engines• One report where you can actually listen to the call• It does cost• If your promoting a medical client HIPA certification
needed
Dynamic Campaigns and Ads
Dynamic Ads are great for • Dynamic Inventory• Dynamically Change the Ad Title line• Saving Time – Information Pulled from your website no
extensive initial keyword research• When a search is relevant Google will dynamically create an
ad headline for your ad• Control – Show ads on all or just part of your website
Dynamic Ads are Not good for Rapidly changing web pages like “daily deals”
Forced Use of Close Variants
• Good - Less work,
• Fewer keywords to enter
• Google decides what you show for.
• Bad – sometimes plurals/ singulars only do the conversions
• Close variants can be completely irrelevant
• More research now required into negative matching– creating more work, not less
Examples : California vs. CA Flooring supplies vs. Floor supplies Supply vs. supplies
Google Tightens the Reigns on Quality Score
Google is adding more “weight” to relevancy QS is :
• Keyword to landing page relevancy• Keyword to ad relevancy• User experience on the web page • SEO is even more important
Your AdRank = your bid * your quality score
Broad Match – Use it Sparingly
Google has increased the reach of the broad interpretation • This is to grab more traffic and drive
more clicks to the website
• Sounds Good but must be VERY heavily negatively matched
• Be careful not to waste money!
Social Media in 2015
Sarah Hoffman
BigWing Interactive
www.bigwing.com
Social Media – What’s Trending?
#Trending
sarahndippity
PUBLIC RELATIONS
NETWORKING
CUSTOMER SERVICE
THOUGHT LEADERSHIP
BRANDING
TRUST
LOYALTY-BUILDING
sarahndippity
CUSTOMER ACQUISITION
sarahndippity
1.China
2.India
3.
4.United States
5.Indonesia
6.Brazil
7.LinkedIn
8.Twitter
1.35 billion monthly active users
(2014)
sarahndippity
500,000,000tweets every day
sarahndippity
412 years to watch every video on YouTube
sarahndippity
5,000,000,000
minutes spent on Facebook every day
sarahndippity
EVERY SECOND
2 new people join LinkedInsarahndippity
CHANCES ARE…
sarahndippity
#GoogleBreakfast
sarahndippity
2014 RECAP sarahndippity
Pay to Play
sarahndippity
Algorithm
sarahndippity
Visual Takes Center Stage
sarahndippity
CASE STUDY
sarahndippity
Target Audience 1: College Students & Young Professionals
sarahndippity
Target Audience 2: Local Businesses & Corporations
sarahndippity
RESULTS 40,000 impressions
$0.55 cost per click
10,000 Page Likes
Gained more awareness
sarahndippity
2015 PREDICTIONS
sarahndippity
Mobile Focus
sarahndippity
Social Goes Shopping
sarahndippity
Reviews
sarahndippity
sarahndippity
Define your strategy
sarahndippity
Want more fans?
sarahndippity
Engage with them
Engage
sarahndippity
sarahndippity
Connect sarahndippity
Visibility?
sarahndippity
Post great content sarahndippity
Define success?sarahndippity
Measure
sarahndippity
SEO Basics for Small Business
Ruth Burr Reedy
BigWing Interactive
www.bigwing.com
@ruthburr
11,944,000,000 Google searches per month
Source: Digital Marketing Ramblings
93% of online experiences begin with a search engine
64% of web traffic comes from organic search
@ruthburr
33%
18%
11%
8%
Source: Search Engine Watch
@ruthburr
Do You:
@ruthburr
Have a website?
@ruthburr
…that you want people to come to?
@ruthburr
..and complete an action?(Like: buy something, sign up for
something, share something, or go somewhere?)
@ruthburr
You Need SEO.
@ruthburr
It’s Marketing.SEO is about figuring out how people are searching for what you have, so you can show them – and Google – that you have what they want and you’re the best place to get it.
@ruthburr
If You Do Nothing Else…
@ruthburr
A Website Should Be:
@ruthburr
Fast
http://tools.pingdom.com/fpt
@ruthburr
Easy to Navigate
@ruthburr
Local-Friendly
Name
Address
Phone number
Local
Ads
Organic
Local
@ruthburr
Source: Zero Gravity Marketing
Responsive
@ruthburr
Mobile SearchesLocal Intent
Result in a Purchase
@ruthburr
What Google Sees
@ruthburr
Keywords Are Important.
It doesn’t matter how you talk about what you do. It matters how your users look for what you have, so you can show them that you have it.
@ruthburr
“Chocolate cupcakes”9900 monthly searches
“Mini cocoa cakes”<10 monthly searches
@ruthburr
Google Keyword Planner
https://adwords.google.com/KeywordPlanner
@ruthburr
Where to Put Keywords
@ruthburr
<title> Chocolate Cupcakes Recipe – Allrecipes.com </title>
<meta name=“description” content=“Ready in 30 minutes, this quick chocolate cupcake recipe is the perfect party treat.”>
Title tag: ~60 characters including spaces
Description tag: ~150 characters including
spaces
@ruthburr
Description tag!
@ruthburr
Use Your Keywords
“Chocolatecupcakes.com: Your chocolate cupcakes source for chocolate cupcakes,
chocolate cupcake, chocolate cupcake recipes online.”NO!
@ruthburr
Use Your KeywordsJust say what you were going to say, using your keywords.
AND:
Let keyword research drive your content strategy.
@ruthburr
How People Search
$@ruthburr
@davidmchrisContent Marketing
@davidmchris
33%
18%
@davidmchris
unforgettablehoneymoon-s.com
tripadvisor.com0
10
20
30
40
50
60
70
80
90
100
33
95
Domain Authority
@davidmchris
@davidmchris
@davidmchris
unforgettablehoneymoon-s.com
tripadvisor.com0
2
4
6
8
10
12
14
12
0
Social Shares of Page
@davidmchris
“We Do Use Twitter and Facebook Links in Ranking”Matt
Cutts (2010) @davidmchris
unforgettablehoneymoon-s.com
tripadvisor.com0
5
10
15
20
25
30
35
40
36
0
Domains Linking to Page
@davidmchris
Article DirectoriesSpammy Local DirectoriesComment SpamSocial BookmarkingForumsSpammy ProfilesLink ExchangesGuest Blogging for Links
Relevant LinksQuality Local DirectoriesPRSocial EngagementSponsorships & EventsQuality ProfilesPartner LinksQuality Guest Blogging
Links
@davidmchris
@davidmchris
Search Traffic
Search Traffic
Your Website
Competitor Website
CTR Social
Blog
Guest Posting
Links
ReferralsPR
EventsDwell Time
Online Presence
@davidmchris
Engagement
• Click Through Rate (CTR)
• Dwell Time / Bounce Rate
@davidmchris
Packages
@davidmchris
Resorts
@davidmchris
Blogger
Creates Content
Content Marketer
Creates Content
Promotes Content
Grows Audience
Evaluates Reception
Adjusts Behavior
Prequalifying Questions for Content
1. What is the Goal of this Content?2. Who is it targeting?3. How will you promote it?
Vs.
@davidmchris
@davidmchris
1. PPC campaign well managed, SEO increased quality score
2. Content Marketing built links that drive traffic
3. Social media following grown, website content shared
4. SEO, links & social engagement led to ranking higher
5. Stronger online presence resulted in more direct traffic
@davidmchris
