early childhood program marketing on google

The Secret to Giving More Tours and Enrolling More Families

Google Marketing for Early

Childhood Programs

Amiable Interactive Search Engine Marketing, Pay-Per-Click Management

Pay-Per-Click Management: AdWords, Microsoft

(Bing), Yahoo!, Facebook, LinkedIn

Targeted Display Advertising

Multi-Targeting – Location, Contextual,

Behavioral

WordPress SEO

What We Do:

Focus on Ethical Marketing

Data-Driven: Measurable Results

Google Analytics Performance Marketing

Our Mission:

Nice to Meet You!

“Only on search engines can you find exactly the people who are looking for you, at exactly the moment they want to spend money.” Source: PPC Pricing, Amiable Interactive

An estimated 7 million searches for

preschools and day cares happen every

day on Google.

… that’s “Great Power” to reach who’s

looking for you!

With Great Power comes Great

Responsibility, So The Question Is:

Are you there?

What We’ll Cover

Top 5 Ways to get a School or Daycare on

Google

Online Tactics used by Larger Franchises

How to Design Your Online Marketing for

Long Term and Short Term Results

Question and Answer Period

E. St. Elmo Lewis’ AIDA Sales Funnel

1898 Personal Selling Tool

US Life Insurance Market

How do people become “motivated to act on a purchase” based on “external stimuli from sales representatives”?

Image Source: ProvenModels.com

The Perception Funnel

Like a funnel:

The more you add to the top the more you take from the bottom

Unaware

Neutral

Positive Perception

Consideration

Choice

Enchantment

Brand Advocacy

How do we influence perception?

Address your audience where they’re at

Solve problems

Give and receive

Unaware

Neutral

Positive Perception

Consideration

Choice

Enchantment

Brand Advocacy

Top 5 Ways to Get a School or

Daycare on Google

Find the parents who are already looking for you.

Anatomy of a Google SERP

Search Results Scanning Habits

F Pattern

First result not always best

Video on YouTube

Source: Miratech white paper, “Google ads in second position get more attention”.

Advantage of Prominent Listings

Over 70% of clicks go to first 2 search results

Click distribution drop off sharper than eye scanning

Less dramatic studies: 35-57% for first result, 12-22% for second

Source: LA Granka, T Joachims, G Gay. “Eye-tracking analysis of user behavior in WWW search”, Cornell.edu.

A Second Look: Where Are You?

Organic Web Results Start on Page Two

The Top 5, An Overview

Method Phases Addressed

Timeframe Local DIY?

Local and Vertical Directories

Shopper Short Yes

Google Places SEO Shopper Long Possible, with Guidance

Traditional Website SEO Shopper Long Possible, with Guidance

Google AdWords Express Shopper Short Dangerous

Google AdWords Info-Seeker, Shopper

Short Dangerous

Local and Vertical Directories

Yelp, CitySearch, InsiderPages.com

YellowPages.com, SuperPages.com, YellowBook.com

Yahoo! Local

Savvy Source, Angie’s List, Judy’s Book

GreatSchools.com, Care.com

Craigslist, Local Newspapers

Local blogs and parenting guides

Niche Local Directories Factor In

Local SEO Ranking Factors

Google Places/Local SEO: The Nitty Gritty

Claim your listing!

o Use main keyword and location in your name: Not “La Petite Academy”

Instead “La Petite Academy Preschool, Newark NJ”

o Keep your N.A.P. (Name Address Phone) consistent across all citations

Three Most Important Ranking Factors:

o Categories Chosen – Choose Carefully!

o Citations

o Reviews – Use Social Media, Collaboration Tools

Three Most Important Marketing Factors:

o Pictures

o Reviews

o Link to Website, preferably with Offer

Google Places/Local SEO: More On Citations

Traditional SEO

Strategic Planning

o Informed choices regarding keywords and geo-location terms

o Competitive research, keyword volume research, conversion research

On-Site Factors

o Title tag

o Internal link structure

o Consistant NAP on site footer, contact page

Off-Site Factors

o Links to consistent business name, important keywords

o Links from trusted local authorities and directories (Chamber of Commerce, community groups, local charities, blogs, directories)

Step One: Planning Step Two: Execution

Keywords

On-Site Keyword

Off-Site Citations & Directories

Google Places Name & Categories

Off-Site Links

Google Places

Website

Directories

Planning is Crucial!

AdWords Pay-Per-Click Listings

Pay for listings rather than “hope & pray”

Large amount of screen real estate

Extensions: Sitelinks

Reviews

Phone Number

AdWords & AdWords Express

AdWords Express AdWords

Can choose only category Choose keywords group intelligently

Can set budget per day Can bid on specific keywords and keyword groups according to importance

Write ads to category Write ads to specific keywords and keyword groups to maximize relevance

Cannot optimize Quality Score Optimize and increase Quality Score CTR through keyword groupings and ad text optimization

Pay higher costs per click than AdWords advertisers

With solid optimization, pay lower costs per click than both AdWords Express advertisers and other AdWords advertisers

Don’t Pay a Premium for your Clicks!

Tactics Used by Larger Franchises

Push vs. Pull in the Perception Funnel

St. Elmo Lewis: “Push”

Information Age: “Pull”

Where do parents control the process?

Unaware

Neutral

Positive Perception

Consideration

Choice

Enchantment

Brand Advocacy

Push vs. Pull in the Perception Funnel Reading About Parenting Methods

Reading About Education Methods

Looking for Preschool Activities Looking for Local Kids’ Activities Discussing Parenting on Facebook

Learning How to Find a Preschool Learning How to Choose a Preschool

Reading Reviews of Preschools Asking Friends for Recommendations

Asking for Advice on Finding a School

Searching for Local Preschools

Researching the Cost of Preschool

Touring Preschools Registering for a School Completing Paperwork Getting Involved in the School Getting to Know Parents &Teachers Writing a Review or Testimonial Advising Other Parents on Schools

KinderCare Competitive Research

Over 8,000 keywords in AdWords

National & Local Campaigns

Contextual Text Ads on over 400 web sites

Display Advertising on SavvySource

KinderCare AdWords – An Example

National Landing Page (No Local San Jose Page)

KinderCare Display – An Example

National Landing Page (No Local San Jose Page)

Insight into Local Directories via KinderCare

Insight into Related Keywords via KinderCare

Ad Copy Creative Ideas via KinderCare

Media Planning Insights via KinderCare

Tutor Time Competitive Research

Dozens of franchise Tutor Time websites

National & Local Campaigns for corporate and franchise sites

Contextual advertising (Judy’s book, Insider Pages, etc.)

Tutor Time AdWords – An Example

Local Franchise Site

Tutor Time Contextual – An Example

Local Franchise Site

Insights into Targeting via Tutor Time

How to Design Your Marketing

Create an ongoing cycle with short term & long term

results.

"On the Web specifically, advertising has moved into more demand fulfillment as opposed to demand creation. That's not really advertising. There's nothing wrong with it. Doing search marketing and point-of purchase displays all works, but it's not advertising. It's not about creating demand and improving brand metrics.“ Jim Spanfeller, CEO of Forbes.com Source: “Most Marketers Ignore Brand Metrics Online”, AdWeek (June 2009).

How do we influence perception?

Address your audience where they’re at

Solve problems

Give and receive

Unaware

Neutral

Positive Perception

Consideration

Choice

Enchantment

Brand Advocacy

Buying Cycle

Buy Get

Buying Cycle & Search Engine Marketing

Buy Get

Informational Searches

Comparison Searches

Transactional Searches

Navigational Searches

Buying Cycle & Social Media Marketing

Recom-mend

Social Media

Buying Cycle & Behavioral Targeting

Recom-mend

Social Media

Informational Searches

Comparison

Searches Navigational Searches

Behavioral & Display

AWARENESS

INTEREST

DESIRE

ACTION

LOYALTY

Transactional

Searches

Navigational Searches

Behavioral targeting works because it

allows advertisers to speak to people

who actually want to hear what they

have to say.

OBA Retargeting – An Example

Seen on: hippie dippie bébé, A Natural Parenting Blog

OBA Retargeting – An Example

Not Contextual – Behavioral

OBA Interest-Based Advtg. Example

In Facebook Advertising – An Example

These ads pretty much have me pegged:

o I’m female.

o I work.

o I have kids.

o I prefer natural products and natural remedies.

…However they don’t address what I’m actively thinking about, as Google’s OBA example reflects.

Does It Work?

NAI Study: 2X Increase in Conversion Rate

• Run of Network Display Ad Avg. CR: 2.8%

• Behaviorally Targeted Display Ad Avg. CR: 6.8%

Optigence Study: 192% Rise in

Clickthrough

Internet Retailer: Small Businesses

• 50% Say Behavioral Targeting Increased Conversion (47.8% Not Testing or Unsure)

• 71.4% Plan to Increase Their Focus on Behavioral Targeting

How to Get Started

Navigating the Sea of Possibilities

Online Marketing for Local Businesses

Push vs. Pull in the Perception Funnel Reading About Parenting Methods

Reading About Education Methods

Looking for Preschool Activities Looking for Local Kids’ Activities Discussing Parenting on Facebook

Learning How to Find a Preschool Learning How to Choose a Preschool

Reading Reviews of Preschools Asking Friends for Recommendations

Asking for Advice on Finding a School

Searching for Local Preschools

Researching the Cost of Preschool

Touring Preschools Registering for a School Completing Paperwork Getting Involved in the School Getting to Know Parents &Teachers Writing a Review or Testimonial Advising Other Parents on Schools

An Incremental Approach

1. Plan for the low-hanging fruit.

2. Collect results (both data and funds!).

3. Use findings to plan for more difficult

goals.

4. Collect results.

5. Rinse, repeat!

AdWords SEO

Can be ramped up according to budget

Quick to set up

No need for consistency with other marketing

Provides ample data for A/B testing:

Keywords

Ad messages

Landing pages

Costs are predominantly labor-based

Requires more planning

Results take time

Inconsistency difficult to undo

No concurrent control over variables, only temporal – “do” and “undo”.

Where is the low-hanging fruit?

My Recommended Approach

Evaluate Situation

Plan for Measurement

Plan for Consistent

NAP & Keywords

Test with AdWords

Social

AdWords Optimize Message

Ethical Marketing Needs A New Guidepost 3 Rules of Fair Play at Amiable Interactive

Ethics In Marketing

Amiable’s 3 Rules of Fair Play:

• We will not pursue marketing tactics that benefit our company, but not our clients.

• We will work to ensure our marketing is held accountable to our clients’ goals, and our reporting includes visibility into all costs, including our own.

• We will provide marketing messages that are based in integrity and transparency, upholding a pact of trust between our clients and the customers they serve.

Amiable’s Three Types of Services

Strategy

Full Circle Strategy Marketing Planning

Google Analytics Implementation

General Consultation

PPC Mgmt.

Insider Knowledge of Keywords

Copywriting that Protects Your Brand Message

Trusted Transparency Reporting

Consultation or Managed

On-Site Content Strategy

My Recommended Approach

Evaluate Situation

Plan for Measurement

Plan for Consistent

NAP & Keywords

Test with AdWords

Social

AdWords Optimize Message

Our Basic AdWords Starter Plan

Starter Plan – Budget

$950 Setup Fee

$400 monthly Management Fees, not

including AdWords per click costs

Includes basic Analytics setup, ads on

Google, keyword and NAP consultation.

Webinar Only Offer

“Get Up and Get Started” Program

One Time $250 Payment

Basic Google Analytics setup to allow you

to begin tracking your results

One-hour consultation on where you are

now, what to do first, how to phase in your

long-term approach.

Our Goal as Marketers & Humans:

1. Embody ethical principles.

2. Associate with ethical partners.

3. Reach the people who need what we

have to offer.

“With realization of one's own potential and self-confidence in one's ability, one can build a better world. ”

His Holiness the Dalai Lama, Spiritual Leader of Tibet

Thank you!

Let’s Be Amiable...

Sample On-Line Portfolio

Targeting Goal Medium Platform Sample Terms Primary Metrics

Keyword Direct Response

Search Engine PPC

AdWords best digital camera, buy kleen kanteen

Direct Response

Behavioral Direct Response

Display AdWords Retargeting prior site visitors

Direct Response

Keyword Brand Awareness

Search Engine PPC

AdWords how to remove stains, sunscreen benefits

Engagement-Based

Behavioral, Contextual

Brand Awareness

Display AdWords Campers & RV’s, Fashion & Style, Web Services

Engagement-Based

Behavioral Brand Awareness

Social Media Advtg.

Facebook Scuba Diving, Fantasy Football, Carhartt

Engagement-Based

Demographic Geographic

Category Awareness

Display AdWords Age, Gender, Income, Region, Metro-Area

Engagement-Based

early childhood program marketing on google

solve problems

parenting

national landing

display behavioral

perception

school completing

preschool

consistent

Technology

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