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The Secret to Giving More Tours and Enrolling More Families Google Marketing for Early Childhood Programs

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Marketing for Early Childhood Programs on Google and Google AdWords

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  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    The Secret to Giving More Tours and Enrolling More Families

    Google Marketing for Early

    Childhood Programs

  • 2011 Amiable Interactive

    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:

  • 2011 Amiable Interactive

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

    Focus on Ethical Marketing

    Data-Driven: Measurable Results

    Google Analytics Performance Marketing

    Our Mission:

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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.

  • 2011 Amiable Interactive

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

    thats Great Power to reach whos looking for you!

  • 2011 Amiable Interactive

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

    With Great Power comes Great

    Responsibility, So The Question Is:

  • 2011 Amiable Interactive

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

    Are you there?

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    What Well 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

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    How do we influence perception?

    Address your audience where theyre at

    Solve problems

    Give and receive

    Unaware

    Neutral

    Positive Perception

    Consideration

    Choice

    Enchantment

    Brand Advocacy

    Info

    -Se

    eke

    r

    Sho

    pp

    er

    Cu

    sto

    me

    r

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Top 5 Ways to Get a School or

    Daycare on Google

    Find the parents who are already looking for you.

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Anatomy of a Google SERP

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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.

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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.

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    A Second Look: Where Are You?

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Organic Web Results Start on Page Two

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Local and Vertical Directories

    Yelp, CitySearch, InsiderPages.com

    YellowPages.com, SuperPages.com, YellowBook.com

    Yahoo! Local

    Savvy Source, Angies List, Judys Book

    GreatSchools.com, Care.com

    Craigslist, Local Newspapers

    Local blogs and parenting guides

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Niche Local Directories Factor In

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Local SEO Ranking Factors

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Google Places/Local SEO: More On Citations

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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 URL

    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)

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Step One: Planning Step Two: Execution

    NAP

    Keywords

    On-Site Keyword

    Use

    Off-Site Citations & Directories

    Google Places Name & Categories

    Off-Site Links

    Google Places

    Website

    Directories

    Planning is Crucial!

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    AdWords Pay-Per-Click Listings

    Pay for listings rather than hope & pray

    Large amount of screen real estate

    Extensions: Sitelinks

    Reviews

    Phone Number

    Maps

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Dont Pay a Premium for your Clicks!

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Tactics Used by Larger Franchises

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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

    Info

    -Se

    eke

    r

    Sho

    pp

    er

    Cu

    sto

    me

    r

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    KinderCare Competitive Research

    Over 8,000 keywords in AdWords

    National & Local Campaigns

    Contextual Text Ads on over 400 web sites

    Display Advertising on SavvySource

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    KinderCare AdWords An Example

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    KinderCare AdWords An Example

    National Landing Page (No Local San Jose Page)

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    KinderCare Display An Example

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    KinderCare AdWords An Example

    National Landing Page (No Local San Jose Page)

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Insight into Local Directories via KinderCare

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Insight into Related Keywords via KinderCare

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Ad Copy Creative Ideas via KinderCare

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Media Planning Insights via KinderCare

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Tutor Time Competitive Research

    Dozens of franchise Tutor Time websites

    National & Local Campaigns for corporate and franchise sites

    Contextual advertising (Judys book, Insider Pages, etc.)

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Tutor Time AdWords An Example

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Tutor Time AdWords An Example

    Local Franchise Site

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Tutor Time Contextual An Example

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Tutor Time Contextual An Example

    Local Franchise Site

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Insights into Targeting via Tutor Time

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    How to Design Your Marketing

    Create an ongoing cycle with short term & long term

    results.

  • 2011 Amiable Interactive

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

    "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).

  • 2011 Amiable Interactive

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

    How do we influence perception?

    Address your audience where theyre at

    Solve problems

    Give and receive

    Unaware

    Neutral

    Positive Perception

    Consideration

    Choice

    Enchantment

    Brand Advocacy

    Info

    -Se

    eke

    r

    Sho

    pp

    er

    Cu

    sto

    me

    r

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Buying Cycle

    Learn

    Shop

    Buy Get

    Use

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Buying Cycle & Search Engine Marketing

    Learn

    Shop

    Buy Get

    Use

    Informational Searches

    Comparison Searches

    Transactional Searches

    Navigational Searches

    Navigational Searches

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Buying Cycle & Social Media Marketing

    Learn

    Shop

    Buy

    Get

    Use

    Recom-mend

    Social Media

    Social Media

    Social Media

    Social Media

    Social Media

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Buying Cycle & Behavioral Targeting

    Learn

    Shop

    Buy

    Get

    Use

    Recom-mend

    Social Media

    Social Media

    Social Media

    Social Media

    Social Media

    Informational Searches

    Comparison

    Searches Navigational Searches

    Behavioral & Display

    Behavioral & Display

    Behavioral & Display

    AWARENESS

    INTEREST

    DESIRE

    ACTION

    LOYALTY

    Transactional

    Searches

    Navigational Searches

  • 2011 Amiable Interactive

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

    Behavioral targeting works because it

    allows advertisers to speak to people

    who actually want to hear what they

    have to say.

  • 2011 Amiable Interactive

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

    OBA Retargeting An Example

    Seen on: hippie dippie bb, A Natural Parenting Blog

  • 2011 Amiable Interactive

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

    OBA Retargeting An Example

    Not Contextual Behavioral

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    OBA Interest-Based Advtg. Example

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    In Facebook Advertising An Example

    These ads pretty much have me pegged:

    o Im female.

    o I work.

    o I have kids.

    o I prefer natural products and natural remedies.

    However they dont address what Im actively thinking about, as Googles OBA example reflects.

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    How to Get Started

    Navigating the Sea of Possibilities

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Online Marketing for Local Businesses

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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!

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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?

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    My Recommended Approach

    Evaluate Situation

    Plan for Measurement

    Plan for Consistent

    NAP & Keywords

    Test with AdWords

    Social

    Behavioral & Display

    SEO

    AdWords Optimize Message

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

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Ethics In Marketing

    Amiables 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 Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Amiables 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

    SEO

    Consultation or Managed

    On-Site Content Strategy

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    My Recommended Approach

    Evaluate Situation

    Plan for Measurement

    Plan for Consistent

    NAP & Keywords

    Test with AdWords

    Social

    Behavioral & Display

    SEO

    AdWords Optimize Message

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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.

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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.

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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.

  • 2011 Amiable Interactive

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

    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!

    Lets Be Amiable...

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    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 & RVs, 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