business show workshop 2

Harnessing the power of Google

to market your business

Gail MullardDigital Marketing Consultant

www.mash-marketing.com


Why Google?


Top 6 Marketing Tools•Google Adwords•Google Keyword Tool

•Google Alerts•Google News•Google Reader

•Google Analytics

l

To generate leads from Google

To increase your brand visibility

To analyse your marketing efforts

Google Adwords is a pay-per-click advertising platform

You create ads targeting specific keywords

As people use these keywords in their searches your ad appearsin Google paid search results

No. 1



Use Google Keyword Research ToolNo. 2

To set up a PPC campaign you need to do BUS yourself to success

•Build up your initial keyword list

•Uncover your competitors’ keyword

•Set a budget & calculate your bids


Top tips for Building your list & campaignhttp://adwords.google.com/support/

Sign in to your Adwords account, set language & location

Write down the seed words that are core to your business service/product

Enter them one by one in to Google Keyword Tool and download the results to an Excel spreadsheet

Group them into potential ad groups that are tightly focused on thedifferent areas of your service/product(s)

Each ad group needs its own ad copy and landing page to be successful(Make sure you identify Negative keywords)


Quality

Score

http://adwords.google.com/support/


Top Tips for ad copy and landing pagesAd CopyInclude your primary keyword in your ad title – moves Quality Score in the right directionSecond line needs to describe features of your service/product offeringThird line is the benefit of your service/productURL displayed is important – keywords great – has to be domain based but can be differentfrom the actual URL the user is taken toSplit test every ad group with 2 ads – to speed up results

Landing PageMust include the keywords from title of ad and be specific to ad copy and keywords inYour ad groupCampaigns take up to 3 months to run smoothly


Top Tips to Uncover competitor keywordsUse a tool called Keyword Spy – the free version has good functionality

Here you can very quickly find all those keywords your competitors have been testing and see which ones are working for them

Pick 5 – 10 keywords from your Excel document and pop them into Keyword Spy

Now find your competitors and their keywords and make sure you use the onesThat work for them in your Advertising Campaign


Set your budget & calculate your bids You need to calculate what you can afford to bid and make a return from

Example of successful PPC marketingYou spend £1000 on Adwords every month. Your average sale is £50 The average cost of the keywords in your campaign is 25p

£1000 divided by 25p = 4000, so 4000 clicks can be bought each month.Of these 4000 users, 3% convert into customers (120) with an average sale value of £50

The return can be measured as 120 sales x £50 = £6000 minus the £1000 cost = £5000The Cost Per Acquisition is £1000 divided by 120 = £8.33As long as you can afford to spend £8.33 acquiring a £50 sale then PPC is working


Get your business found on GoogleTo get your website ranking highly you need2 things:Content and Links

And the best way to create both of these is through a content strategy...


Google NewsNo. 3

To help you create a content strategy Google News will pinpoint all the fresh news stories online which can thenbe used to create content updates with aspeed and agility otherwise unknown

Ideally your content will be picked up and sharedby others providing links back to your site


Google AlertsNo. 4

Use Google Alerts to monitor your brand name, key industry terms and competitors

This is an another free tool thatHelps you stay on top of industry news and events when time and resources to be proactive are limited


Google ReaderNo. 5

Another time saving FREE tool.

Google Reader also helps you build content ideas and engage with your community through industry-related conversations

Subscribe to lots of industry blogs, websites and forums and use the filter in the Reader to narrow down your results


Google AnalyticsNo. 6

Better understand your customers

Improve your site performance

Squeeze every bit of ROI from your marketing initiatives

Provide insight and recommendations to the business


Define your goals – set out the strategy and KPIs – what makes yourBusiness a success?

Set up your analytics to reflect this using the Advanced Segment featureand Goal creation

If you follow a paid campaign monitor its success as opposed to non-paidTraffic

If you manage a content campaign monitor the channels that work bestFor your business

If you have gone social, measure your Likes, engagement and interaction

Top analytic tips


Don’t drown in data – keep it measurable

Look at bounce rate and keyword drivers to see how users are finding your website and what they do on there

Segment your visitors and assess what works best for yourbusiness – are the paid ads converting or costing money, isThe blogging and social networking gaining better and betterlevels of interaction or are you speaking to the ether

Are you targeting a country, a city or a profession, Google Analytics can measure each of these campaigns on its ownusing the advanced segmentation

Top analytic tips cont...


Use Google Automatic Alerts to help flag up issues before they affectyour business

Create Automated Reports from Google Analytics on each of theKPIs that most influence your business

Automating as much data as possible and ensuring it all relates backto the KPIs you set out for your marketing campaign leaves youfree to analyse and act on the data produced

Top analytic tips cont...

business show workshop 2

Self Improvement

budget amp

ad copy

ad group

top tips

google analytics

average sale

content

google