GOOGLE, YOUTUBE OVERVIEW

DISCUSSION TOPICSGrace

#Fails

Facebook Debrief

Google Overview

YouTube Overview

Mark Neal, Adwords Specialist

Assignment Review

Quiz

THIS WEEK

QUIZ LEADERS1. Blake

Maddie

2. Jack Bennett

Clay

3. Jack Barth

Justin

Jake Hibben

4. Ethan

5. Johnnie, Luke Rogers, Josh Mikkola, Cristy

What would you do?

#SANDY

HEY, MR. HR RECRUITERI can do Facebook ads and posts

I know how to blog on Wordpress

I know what lots of initials mean (CTA, CTR, etc)

I know my way around a Creative Brief

I would know how to respond to a social media crisis without #failing

I know some key metrics for measuring digital marketing success

FACEBOOK METRICS REVIEW

LANDING PAGE LEADERS (VISITS)

Team Two76

Team One95

Team Three193

Team Four256

LANDING PAGE VISITS BY PLATFORMInstagram

1.0%Facebook Desktop

9.4%

Facebook Mobile89.5%

GOOGLE OVERVIEW

GOOGLE SEARCH PROCESS

Web crawlers—>

Index—>

Search Algorithm —>

Rank—>

Results

GOOGLE INDEXING PROCESS

THREE KEY SEO FACTORS

Relevance

Expertise

Trust

GOOGLE ON-PAGE RELEVANCE FACTORSTextual*: Uses relevant keywords

Temporal*: Content related to a moment in time

Geographical*: Location (explicit or implicit)

Contextual: Where user is (e.g. Mobile vs. Desktop)

History: User’s previous searches

Cohorts: Behavior of users in similar group

GOOGLE ON-PAGE EXPERTISE FACTORS

Depth of content

Breadth of content

Well-organized, structured, detailed

References and links to other sources

TRUSTWORTHINESS

Website as a whole:

Backlinks

Low bounce rates; high session duration

Privacy policies

Editorial policies

Security updates

SEO ON-PAGE STRATEGIESUse of targeted keywords in content

Write in-depth content and keep pages updated

Can web crawlers find your content?

Is the content mobile-friendly?

Are tags and meta descriptions relevant?

Avoid excessive third-party advertising

Avoid “black hat” tactics

BLACK HAT SEODoorway pages: Sending visitors to pages they didn’t click through redirects

Cloaking: content visitor see is different from what’s submitted to search engines

Link spam: Getting links to site from low quality sites (link farms)

Content spinning: Rewording articles and submitting to multiple sites

Content spamming: Replying to posts with links to unrelated sites

Keyword stuffing: Overloading content with keywords

Hidden text: Text or links in same color as background

Directory/article submissions: Paying to submit website or content to low quality directories

SEO AND SEM

SEO (search engine optimization):

Unpaid search results driven by content

SEM (search engine marketing):

Paid search results driven by advertising

SEOSearch Engine Optimization/Organic Content

SEO takes longer than Google Ads to deliver results

No cost when organic search results are displayed or clicked

Organic search results have higher authority than advertising

Links to content from other websites increase authority and visibility (backlinks)

SEO content must be created and refreshed continually

Less expensive cost per customer acquisition

DIGITAL AD MARKET SHARE

2018 AD REVENUES

GOOGLE ADS VS. FACEBOOK ADS

Facebook: Base ads on demographics and interests

Google Ads: Base ads on search keywords

HOW TO ACHIEVE TOP SEARCH RESULTS POSITIONS

AD POSITIONS

Keyword bid amount x Quality Score = Ad Rank

GOOGLE ADS TIPSRelevance

Use “You”

Focus on prospect “end result” (benefit)

Get specific

Special offers/discounts

URL’s in CamelCase

Capitalize all words

Higher CTR if using benefits before features

POPULAR CALLS TO ACTION

Call Today

Order Now

Get Your Free Estimate

Book Your Trip

See Pictures And…

Buy Online for Only…

Contact Us Today

Claim Your Promotion

Search For Your […] Here

GEOTARGETING

AD EXTENSIONS

SEMSearch Engine Marketing/Google Ads

Google Ads is almost real-time; changes are immediate

A good Google Ads campaign (almost) always guarantees placement

Google Ads can be displayed on top of the organic listings; sometimes all that mobile phones see first

Google Ads run on websites that register for Google Ads, the Google Search Engine

and on Google Affiliate Sites

“Rules” for success don’t change as quickly as search algorithms

Intent

YOUTUBE STATISTICSStarted in 2005

1.9 billion active users

Second most visited site in the world

96 percent of 18- to 24-year-old American internet users use YouTube

Reaches more 18-49 year olds than any cable or TV network

Replacing TV for Millennials; by 2025 half of all viewers under age 32 will not subscribe to traditional TV/Cable

70% of viewing on mobile devices

BRAND AWARENESS BY MEDIUM

As of January 2018

SETTING UP YOUTUBE ADS

YouTube advertising campaigns created in Google Ads Manager

Use Google targeting options (demographics, audiences, keywords, topics)

Determine objectives first

YOUTUBE AD OPTIONSNon-skippable in-stream ads: Up to 15 seconds; shown before video; charged per click; strong conversion; efficient

YOUTUBE AD OPTIONS

Skippable In-Stream Ads: Shown before video; charged per view; skippable after five seconds

YOUTUBE AD OPTIONS

Bumper Ads: Six seconds; non-skippable; shown before video view; builds awareness

YOUTUBE AD OPTIONS

Discovery Ads: Shown on right-side of video or search results; cost-per view; better for conversion (intent)

YOUTUBE METRICS

Impressions: How many people were exposed to your video?

Views: How many people watched past the 30-second mark?

View rate: What percentage of people who were shown the ad viewed it?

Cost-per-click (CPC): How much are you spending for every link click from the ad?

Cost-per-view (CPV): How much are you spending for each 30-second view?

Earned actions: How many people subscribed to your channel, visited your website or liked your video as a result of the ad?

GOOGLE ADS WALK-THROUGH

MARK NEAL

Wheaton grad

Author, “The Surprising Imagination of C. S. Lewis”

Social and search advertising expert

WALK-THROUGH AGENDAKeywords

Ad Architecture

Ad Creation

GOOGLE ADS ARCHITECTURE

Campaigns

Ad Groups

Ads

GOOGLE ADS LOGIN AND LANDING PAGES

URL: https://ads.google.com

Landing Pages:

Team 1 https://wcdigitalmktg.com/t1/

Team 2 https://wcdigitalmktg.com/t2/

Team 3 https://wcdigitalmktg.com/t3/

Team 4 https://wcdigitalmktg.com/t4/

ASSIGNMENTS

Create Google Ads campaign (monitor $30.00 budget!)

$10 per day for three days

Google Ads metrics presentation

ASSIGNMENT DETAIL

Create 6 Google Ads ads in your personal Google Ads Campaign in the NEXT yoga account as discussed in class.  The ads should be in two Ad Groups:  create 3 ads in an Ad Group named "Yoga" and 3 ads in an Ad Group named "Interests." 

For the "Yoga" Ad Group, use the correct demographic targeting for your team and use Yoga-related keywords.  For the "Interests" Ad Group, use the appropriate targeting and feature keywords that relate directly to your target audience's needs and interests. 

Next Week:

Email and Content