“doesn’t work!” · remarketing. 1. keyword research 2. actionable and eye catching ads 3....
TRANSCRIPT
“Doesn’t Work!”
Measurable ………… Controllable………….Scalable
….. WORKS!
108 new customers in
3 months
Had 300 now has over
4000 customers
“UK’s smartest internet marketers for Google Ads”
Some of our clients
£5,000 monthly ad spend
Managed in house by owner
Couldn’t dedicate time
Couldn’t increase return
We reviewed it and …...
Results in first 3 months
41% reduction in ad spend (£30k annually!)
1
Enquiries increased by 2,658%
2
Cost per enquiry decreased by 97%
3
Click through rate increased by 234%
4
“Within weeks my AdWords bill was reduced by half and enquiries massively increased. Saved me £30k within the first year!”Stuart Miles, MD, Smiles Centre
Golden treasure you’ll
learn today
• Why Google Ads is THE best platform for new clients
• Top 5 Google Ads tips for successful campaigns
5+ year ago
1. KEYWORD SELECTION
Wrong type of keywords
Get into the head of your ideal prospect
Get a cup of tea!
Buyer-intent
Treatment + location
Google trends: https://trends.google.com
Google Ads Keyword Planner tool. https://ads.google.com/
Managed in house by owner, then a Google ‘guru’
Frustrated by the lack of enquiries
Review: wrong keywords
Spend went down by 85%
1
Impressions went down 95% (cut out bad words)
2
Cost per enquiry decreased by 73%
3
Click through rate increased by 446%
4
Reduction in Cost Per Lead by a Mighty 73% for Leading Liverpool Dentist
2. CAREFULLY CRAFTED ADS
Next step on the journey
Tightly linked to the keyword
Call to action
Make an offer or your USP (NB ‘family run’ is NOT an offer!)
Competitor gap analysis – offer, headlines, copy, etc
No strategy from the current agency
Results were poor
Ad copy changes
Click through rate: 3.44% Click through rate: 6.12%
“Since working with YBA we have received a massive increase in our leads from the same spend and a strong uplift in sales.”
Richard Bridson - Covent Garden Aesthetics
3. Relevant Landing Pages
• Not usually the homepage
• Have the offer on it
• Match keyword to landing page
• Trust icons
• Testimonials
• Call to action
4. Monitor & tweak consistently
Infinite ways to optimise
and improve
• Increase bids
• Optimise for ad position
• Negative keywords
• Days of week
• Demographics
• Devices
Bid adjustments – Day of week
Bid adjustments - Locations
Bid adjustments - Demographics
5. CONVERSION TRACKING
1. How many leads do you want?
2. How much are you prepared to pay
for them?
3. Review, optimise, wait …… Repeat
Remarketing
1. Keyword research
2. Actionable and eye catching ads
3. Relevant landing page
4. Optimise
5. Conversion tracking
6. Know your numbers
Overwhelmed? Boring? Time consuming?
Necessary? Hell yeah!
Free 20 mins strategy call with Laura @ YBAEmail [email protected]
www.ybappc.co.uk | | 01727 298040
C H E R Y L L U Z E T I 2 4 . 0 9 . 2 0 1 9
W A G A D A ’ S D I G I T A L M A R K E T I N G
D I G I TA L M A R K E T I N G B O OTC A M P
SLIDES: http://bit.ly/wagada01
S U C C E S S F U L L Y D E L I V E R I N G O N L I N E
V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S
www.wagada.co.ukC h e r y l L u z e t
M a n a g i n g D i r e c t o rW a g a d a SLIDES: http://bit.ly/wagada01
How to Turn your Website from Passive Portfolio to
Lead Generation Tool
S E O – S e a r c h E n g i n e O p t i m i s a t i o n
www.wagada.co.uk
S E O – S e a r c h E n g i n e O p t i m i s a t i o n
www.wagada.co.uk
The Web design Challenge?
Brief Web Designer
Live Site
And that’s it!
SLIDES: http://bit.ly/wagada01
W H O I S M A N A G I N G Y O U R O N L I N E P R E S E N C E ?
www.wagada.co.uk
Do you have a Digital Marketing Strategy?
SEO
Shockingly, nearly half (45%) of businesses don’t have a digital marketing strategy, but they are doing digital marketing.
(Smart Insights, Managing Digital Marketing 2019, 2019).
“But all our leads come through referrals! We don’t need to focus on the website.”
Says quite a few people
“We don’t invest any time on our website, therefore it
doesn’t generate us any leads.”
What are you Missing Out On?
• Direct leads via phone or email• Online purchases
SLIDES: http://bit.ly/wagada01
What are you Missing Out On?
• Brand building and raising awareness• Credibility building and showing your knowledge• Getting your message to your target audience
SLIDES: http://bit.ly/wagada01
What are you Missing Out On?
• Customer data:• What are they searching for?• What are they interested in?• What are their problems and how can you meet
their needs?
SLIDES: http://bit.ly/wagada01
How Can Wagada Help?
PR
Social Media to Engage and Promote
• Instagram tends to be a younger audience, so could be a good method of targeting
apprentices/junior staff members.
Social
https://sproutsocial.com/insights/new-social-media-demographics
Website design and SEO are iterative processes
Build Google’s Trust
SEO is about consistency and developing trust and authority over time- Demonstrate that the site is well maintained, high quality,
engaging and often updated.- It’s not something you can do as a one-off.
It’s not going to happen overnight…
SLIDES: http://bit.ly/wagada01
Keep up with Google, and the Competition
SLIDES: http://bit.ly/wagada01
“But all our leads come through referrals! We don’t need to focus on the website.”
Says quite a few people
What People Think SEO is… What SEO really looks like…
A Successful Digital Strategy…
…Needs to:- Differentiate- Win against competitors- Stand out and be memorable
We need a story….
“It’s all about keywords right?”
Keyword Intent?
Information
Transactional
Navigational
Produce the right?
SEO
Identify the Message and Ensure that it Gets Out There
• For Parents: Peer review is key – what do other parents think?
• Reviews
• Social Media
• For Staff: Whereas for parents we need to play down the ‘big group brand’ of All About
Children, from a staff perspective this is attractive as it presents more opportunities
• We can help you to develop collateral to promote your employer brand – logos, video,
website content.
• Work with you to create an authoritative website with credible content to present All
About the Children look as the employer of choice for anyone going into childcare.
• We can work with other organisations to raise awareness of what you have to offer
from an employment perspective – so that you appear to be the authority and a key
employer.
Match the content to the type of search query
I N F O R M A T I O N A L S E A R C H E S :
- How do you clean red wine off the sofa?- Charity fundraising ideas
- How to make jacket potatoes- How do you cook a boiled egg in the microwave?
- Will avocado go brown in a sandwich?
www.wagada.co.uk
Informational Searches
SEO
• Most used for blogs• Answer the questions that people are asking• Great for brand building• Bring extra traffic• Engaging your audience• Coming across as credible and knowledgeable• Google expects the content to be informative and
comprehensive
Informational Searches
SEO
• Most used for blogs• Answer the questions that people are asking• Great for brand building• Bring extra traffic• Engaging your audience• Coming across as credible and knowledgeable
Informational Searches
SEO
• Most used for blogs• Answer the questions that people are asking• Great for brand building• Bring extra traffic• Engaging your audience• Coming across as credible and knowledgeable
Informational Searches
SEO
• will avocado grow from seed• will avocado go brown in a sandwich• will avocado make you fat• will avocado keep in a salad• will avocado grow in uk• will avocado ripen after cut• will avocado go brown in a salad• will avocado keep after cut• will avocado stay fresh overnight• will avacado tree grow in uk• will avocado last overnight in a sandwich• will avocado last in fridge• will avocado tree survive winter• will avocado plant bear fruit• will avocado oxidise• will avocado trees grow in texas• will avocado trees grow in georgia• will avocado ripen in fridge
T R A N S A C T I O N A L S E A R C H E S :
- iPhone 8- Coffee machine
- Yoga classes Hatfield
www.wagada.co.uk
Transactional Searches
SEO
• Used to bring traffic to product/service pages• Content needs to answer the questions people are
asking• Make it comprehensive
SLIDES: http://bit.ly/wagada01
Produce the right?
SEO
Identify the Message and Ensure that it Gets Out There
• For Parents: Peer review is key – what do other parents think?
• Reviews
• Social Media
• For Staff: Whereas for parents we need to play down the ‘big group brand’ of All About
Children, from a staff perspective this is attractive as it presents more opportunities
• We can help you to develop collateral to promote your employer brand – logos, video,
website content.
• Work with you to create an authoritative website with credible content to present All
About the Children look as the employer of choice for anyone going into childcare.
• We can work with other organisations to raise awareness of what you have to offer
from an employment perspective – so that you appear to be the authority and a key
employer.
‘Halloween’-Informational?
ORTransactional?
T H I N K L O C A L : L O C A L S E A R C H P H R A S E S H A V E A H I G H E R P U R C H A S E I N T E N T
www.wagada.co.uk
How Can Wagada Help?
SEO
Give All About Children the Best Opportunities to Attract the Best Staff
• Develop your employer brand and ensure that it gets found for key phrases, such
as ‘level 2 nursery nurse’:
• Develop a single website where you can talk about your employer brand and
the opportunities that you have to offer.
• This website would be the central point of call for information on getting jobs
in childcare for the whole of the UK. It would offer careers information and
contain a lot of informational content that would help it to rank.
• Allows us to promote the opportunities of a large nursery brand, without
diluting the message to parents about local child-centred nurseries.
How Can Wagada Help?
SEO
Using Google Adwords as a Flexible Way to Fill Gaps in Capacity or Staff Shortages Quickly
• Google Adwords is the paid form of search engine optimisation and you pay per
click.
• It is very suitable for nurseries and other seasonable businesses as you can turn if
off and on easily when you have the need for extra support.
• It is targetable by location, which means that the ads will only get shown when you
want, and in the locations that you would like.
Advantages of Local
SEO
• Easier to rank• Better meet needs of local audience• Local phrases have a higher purchase intent• People like to buy from local companies• Google automatically prefers to rank local websites
where it believes that this is what people want.
S T R U C T U R I N G Y O U R C O N T E N T A R O U N D T H E P H R A S E S Y O U A R E T A R G E T I N G
www.wagada.co.uk
ASOS know how to do this…
M A K E Y O U R W E B S I T E M O R E U S E R F R I E N D L Y :
- THIS ALSO BOOSTS RANKING!
www.wagada.co.uk
Make Use of the Data in Google Analytics
Find out how people are using your website:- What content is working- Which pages are being visited- Which pages are people exiting from- Which pages are people bouncing from- Where your traffic is coming from?- Which pages convert?- What your key landing pages are and how successful they
are?
Key Takeaways
• Web design and SEO are ongoing tasks – you can’t just do it once and think your work is done.
• Make your website more user-friendly to impress both Google, and your customers
• Think about the intent of your audience and make sure you content matches it.
• Where relevant ensure that you optimise for local searches.• Structure the content around the key terms you are trying to
target, a page for each main topic.
Keeping your Website Fresh – adding content on a regular basis
M A K E I T C O M P R E H E N S I V E :
T h e a v e r a g e G o o g l e f i r s t p a g e r e s u l t c o n t a i n s 1 , 8 9 0 w o r d s . ( B a c k l i n k o , 2 0 1 6 )
( S o u r c e : https://www.hubspot.com/marketing-statistics)
www.wagada.co.uk
Needs to be Targeted and Focussed
• Match the users’ intent• Focussed around the keyword phrases people are searching
for• Be comprehensive and informative• Use images, white space and bullet points to get your words
across without negatively affecting the design of the page.
SLIDES: http://bit.ly/wagada01
D E V E L O P I N G T R U S T A N D A U T H O R I T Y
www.wagada.co.uk
Generate trust and authority
• High quality content that people are engaging with• Reviews:
• Google My Business and Trustpilot• Ask individuals on a personal level, and follow up
• Links• Get people to talk about you and link to you. Links
generate trust and authority
SLIDES: http://bit.ly/wagada01
Generate trust and authority
• Reviews:• Google My Business and Trustpilot• Ask individuals on a personal level, and follow up
• Links• Get people to talk about you and link to you. Links
generate trust and authority
What are links?
Generate trust and authority
• Reviews:• Google My Business and Trustpilot• Ask individuals on a personal level, and follow up
• Links• Get people to talk about you and link to you. Links
generate trust and authority
Moz.com
How to get Links?
Run an eventCompatible businesses
Get some PRHigh quality
content
Guest blogging
Authoritative Organisations
Key Takeaways
• Web design and SEO are ongoing tasks – you can’t just do it once and think your work is done.
• Make your website more user-friendly to impress both Google, and your customers
• Think about the intent of your audience and make sure you content matches it.
• Where relevant ensure that you optimise for local searches.• Structure the content around the key terms you are trying to
target, a page for each main topic. • Make your content comprehensive
Key Takeaways
• Focus on reviews• Get people talking and linking to you.
SLIDES: http://bit.ly/wagada01
S U C C E S S F U L L Y D E L I V E R I N G O N L I N E
V I S I B I L I T Y F O R A M B I T I O U S C L I E N T S
www.wagada.co.ukC h e r y l L u z e t
M a n a g i n g D i r e c t o rW a g a d a
@wagada_stalbans
www.facebook.com/wagada
www.linkedin.com/wagada
www.instagram.com/wagadahq
SLIDES: http://bit.ly/wagada01
pearldrop
How video can help your business?
Simon Mercer
&
Denise Austin
Co-Directors @ Pearldrop
Who here watched a video yesterday on
YouTube?
Who here watched a video yesterday on
YouTube?
How many hours of video are watched on YouTube every day?
500 million hours
Not the only amazing fact
Marketers who use video grow revenue 49% faster than non-video users
64% of consumers make a purchase after watching branded
social videos
59% of executives agree that if both text and video are available on the same topic, they are more
likely to choose video
Video drives a 157% increase in organic traffic
Video on a landing page can increase conversions by 80%
or more
Social video generates 1200% more shares than text and images combined
So, what’s the secret?
Engagement(but not that kind!)
Useful – how to
Creative and Fun
So make it….
Unique
Engaging thumbnail
Add new content frequently
The best results
Integrate into your marketing and social
media plan
Add transcription
Multiple channels
Tag it correctly
Message
Audience
Top Tips
Medium
Conclusion
Have fun!
Next stop… Hollywood!