Online Marketing Workshop

Keith Feighery: Digital Strategist

Overview

• Pay per Click Advertising• Web Traffic Analytics • Search Engine Optimisation• Email Marketing• Social Media Campaigns• Tracking Key Performance Indicators

Pay Per Click Advertising

Google Adwords

PPC Introduction

• Analyse your specific market– Use Keyword Tools

• Analyse your online and offline competitors– Trellian.com, Google keywords tool

• Create the PPC accounts– Google, Bing, Yahoo

• Divide the main account into sub campaigns and Groups– Enables highly targetted Ad Cam

• Create Longtail multi-word bids– Over 60% searches use 3 or more words

• Set up a Conversion points and Track• Adjust constantly to ensure optimisation

PPC Tips

• Match your keywords to optimised and tested landing pages • What does Google's important "Quality Score” mean

– Based on CTR, relevancy of keywords, ads and landing pages– High quality score means higher ranking with lower bid costs

• Tools and strategies to find the best PPC keywords– Google Adwords– Keyword Spy– Wordze– WordTracker

• Write highly optimised and design ads to attract highly targeted clicks– Make sure landing pages are relevant– Repeat bid keywords in copy (they are bolded and increase CTR)– Try out “Arrow” formation– Clear Calls to Action– Dynamic Keyword Insertion

Analytics

Google Analytics

Search Engine Optimisation

Some Key Factorswww.seomoz.org/article/search-

ranking-factors

Top 5 Ranking Factors

• Keyword Focused Anchor Text from External Links – 73% very high importance

• External Link Popularity (quantity/quality of links) – 71% very high importance

• Diversity of Link Sources (links from many unique root domains) – 67% very high importance

• Keyword Use Anywhere in the Title Tag – 66% very high importance

• Trustworthiness of the Domain Based on Link Distance from Trusted Domains– 66% very high importance

Next 5 Important Factors

• Keyword Use in Internal Link Anchor Text on the Page– 47% moderate importance

• Keyword Use in External Link Anchor Text on the Page– 46% moderate importance

• Keyword Use as the First Word(s) in the H1 Tag– 45% moderate importance

• Keyword Use in the First 50-100 Words on the Page– 45% moderate importance

• Keyword Use in the Subdomain Name– 42% low importance

• Keyword Use in the Page Name URL– 38% low importance

Social Media Campaigns

Social media campaign

• Essentials of a successful campaign– Know your target audience– Plan goals and aims of campaign– Prepare internal organisation for impact of social media – Identify stakeholders and task them with ownership– Pick platforms and tools that relate to your identified

audience– Implement a pilot programme and monitor and analyse

campaign progress– Revise approach and campaign based on feedback– Roll-out on different platforms and business areas

incrementally

Implementing a social media campaign

• Benchmark existing stats– Current site statistics - PPC and Organic Search – Twitter followers, Facebook fans, Digg Links, existing traffic etc..– Quantify ROI benchmarks – customer acquisition, advertising spend

per channel• Design and develop the campaign

– Decide on channels– Stakeholders – Expectations– Pilots– Revision points– Monitoring process– Engagement process

Metrics that can be measured

• Traffic– Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on

site, bounce rates etc..• Levels of Interaction

– Comments etc… - engaged customers are quality customers• Sales

– Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months)

• Leads/Conversions– If not possible to convert online – therefore create other mesaurable

conversions• Links

– Video links – Tagged: YouTube, Vimeo, Blip.tv– Blog Links – trackbacks, comments, direct references– Digg Links

Email Marketing

Email Applications

Best Practices

• Integrate with CRM system– Segment Database, Dynamic Content, Customer focused

messages• Optimise and Test Subject Lines

– Have to attract attention and get through SPAM blocks• Deliverability

– Own IP Address,Set up SPF records• Share with Social Network

– Make it easy to share email content with networks• Clear Calls to Action

– Ensure clear to customer what next step is

Best Practices

• Organic Opt-in List Growth– Don’t buy lists – when people unsubscribe – ensure they are

• Frequency– Think relevancy - Be cognisant of SPAM

• Constantly Test– Test Content, Images, Subject Line, Address, Calls to actions,

placements, layout• Template Design

– Fresh brand centric design

Lifecycle Messaging

• Lifecycle messaging– Understand spend or action patterns of users– Address these with customised and personalised offers

• Reduce customer churn and increase repeat business and retentions– Follow up segmented mails help convert recent prospects– Needs to be done fast – or else you lose intent

• Email Recommendations:– Cheetah, E-Dialog – large Enterprise Solutions– Stormpost, Goolara or ExactTarget aWeber, Triggermail,

GetResponse – Medium size Enterprises

Newsletter Examples

Targeted Email Campaigns

• Interested Prospects, Engaged Customers and Lapsed Customers– Prospects,

• Optin for emails, visit your Web site, make an online purchase or visit a retail location.

– Engaged Customers • maintain or increase purchase levels, strengthen loyalty,

encourage recommendations to friends – Lapsed Customers,

• gaining an understanding of their concerns, attempts to re-engage them , prevent them from switching allegiance to another compan

Elements of Email Campaign

• Campaign elements appropriate for Interested Recipients might include:– Welcome messages – Lead warming activities – Promotions for first purchase

• Messaging elements to Engaged Customers can encompass:– Renewal notices – Shopping cart abandon notices – Service alerts – Receipts – Reminders of upcoming events – Special promotions for top customers – Targeting based on Web site page visits

• Tactics to re-engage Lapsed Customers include:– Sending surveys to identify reasons for lack of engagement – Offering incentives to re-visit the Web site – Delivering promotions to encourage purchases

Online

Key Performance Indicators

Typical Trackable KPIs

• Unique Visits• Cost per click / Click Through Rates / CPM• Cost per Lead / Sale• Bounce rate• Returning visitors• Abandonment rate• Recency Rates• Average Revenue Per User• Average Revenue Per Paying User

Additional KPIs

• Conversion Rates and Costs• 3rd Party Links – Emails, Promotions, Affiliates • New account sign-ups• Article or press release views• Newsletter signups• Page views per session• No. of site specific downloads

Appendix

PPC and SEO Some Sites

• www.seochat.com• www.searchengineland.com• http://www.webmasterworld.com/• www.interleado.com• www.redcardinal.ie• www.ringjohn.com• www.voodoo.ie• www.seomoz.com• http://www.webceo.com• http://www.desktop-reporting.com/polaris.html• http://www.redflymarketing.com• http://www.google.com/intl/en/adwordseditor

Google Global Firefox Plugin

http://www.redflymarketing.com/googleglobal/google_global-2.0.4.xpi.

Google Offline Adwords Editor

Google Offline Adwords Editor and Manager