How to Run an Effective Online Marketing Strategy & the Metrics that Matter!

Presented by: Bassem GhaliFounder & Head of Client Strategy

Bassem@GreenLotus.ca647.405.2525

Your Online Marketing Partner

Presentation Available on

OUTLINE:

Organized Campaign Structure = Success

High Preforming Landing Page Elements

The Latest Technology in Leads Tracking

Ongoing Management Strategy & Product Seasonality

AdWords Account

Search Campaign

AdGroup Product 1

AdGroup Product 2

Display Campaign

AdGroup Product 1

AdGroup Product 2

Remarketing Campaign

AdGroup Product 1

AdGroup Product 2

Budget, Bidding Strategy Setting level

Tracking, Goal Value Setting Level

Ad Content Setting level

1. Campaign StructureOrganized Structure = Successful Campaign

1. Campaign StructureQuick Wins

Anything that looks different on a Search Results Page usually receives a higher Click Through Rate.

Use Extensions!

2. Landing PageTop 3 Elements:

Design: Get to the point Visible call-to-actions Use contrasting colors

Content: Clear headlines Attractive offer Product benefits

The 5-Second Test: What’s in it for me? How much does it cost? How to get it?

Simplicity Wins!

Case Study: Metro College

Overall Design: page design and color palette are consistent with company branding.

2. Main Headline: Attractive headline specific to each campaign & corresponding search keywords.

10. Banner: Lifestyle images are recommended.

4. Top Wins: clearly displays the benefits of the product/services.

5.2% Conversion Rate

9. & 11. & 12. Clear Call to Actions: If applicable include 24/7, local support, Free Trial, Canadian flag.

More Info: View Full Case Study

Landing Page SolutionsCase Study: Xplornet

Landing Page Marketing Solutions:

Split - Testing Segmentation Behavior Analysis

Which one do you think preformed better?

This one!

Landing Page Best Practices

Have One Purpose & One Focused Message: simplify your content and use multiple headlines and bullet points.

Main Headline: should be specific to the ad campaign and include relevant search keywords.

Primary Call-To-Action: must appear above the fold and be eye-catching.

Use Videos: studies have shown that videos can drastically improve conversions, by up to 80%

Use Images: lifestyle images and directional cues to direct attention to the most important information on the page.

A/B Split Testing: test new ideas and content with A/B testing technologies and let your customers show you what works best for them.

If applicable include: “24/7 Support“, “Free Trial”, the Canadian flag, and a Toll Free number.

3. Leads Tracking

Don’t Forget: Set Conversions in AdWords

Import Conversions from Analytics

3. Leads TrackingCase Study: Xplornet

Can offline activities, such as phone calls, be linked to specific AdWords campaigns?

Ad Clic

k

• Landing page visit.• Session ID is assigned to each visitor. This dynamically

replaces all visible numbers across the website or landing page to a unique Toll Free Number, that is tracked.

Offline

Phone

Call

• Thank you page server call.• Session ID Values are imported (i.e. campaign, keyword,

CPC, Ad Copy, etc…).

Tracking

&

Integratio

n

• Google Analytics Goal gets triggered.• Google Analytics Goals are imported into AdWords.

Offline Phone Leads TrackingHow it Works:

4. Ongoing Management StrategyOnce all conversions are integrated with AdWords, select the best strategy to meet online marketing goals!

EnhancedCPC

Conversion Optimizer

Flexible Bid Strategy

Description

Based on conversion tracking data, Enhanced CPC bidding can raise bids up to 30% for clicks that seem more likely to lead to conversions.

Conversion optimizer predicts which clicks are likely to be valuable and changes your bids to help you gain as many profitable clicks as possible.

Combines automated bid optimization with a selection of settings that you control and can apply across campaigns, ad groups, and keywords.

Pros

A great starting point for new campaigns, and those who are unsure of which strategy to use!

The most useful bidding strategy for non-advanced users to generate great results.

The advanced bidding strategy allows you to control multiple variables in your campaign for maximum results.

Cons

Enhanced CPC is the most simple and basic form of automatic bidding.

Conversion Optimizer does not work well if there is a lack of historical conversion data available.

Requires hands-on management across several data points , as well as on-going review of all bidding rules.

4. Ongoing Management StrategyProduct Seasonality & Budget Allocation

Search seasonality has a major impact on conversion rates and average order values (which always increase dramatically when traffic spikes occur). Research shows that increases in conversion rate for some categories can be as high as 300% in high seasons!

Drastic changes in online search behaviorcan be caused by several factors, including:

Customer urgency

Holiday spirit

Changes in laws

Weather shifts

Big events

Read Full Article!

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