google advertising for local business leaders
TRANSCRIPT
Google Advertising for Local Business Leaders
TAILORED CONTENT
WEBSITEPrimary
CASE STUDIES
WHITE PAPERS
BROCHURESSERVICE
DESCRIPTIONSVIDEO
CONTENT
Google AdWords
SEO
SOCIAL MEDIA
DATABASE(S)
MARKETING CHANNELS
ON-LINEinbound
OFF-LINEoutbound
DIRECT MAIL
ADVERTISING
EXHIBITIONS
REFERRALS
NETWORKINGEMAIL CAMPAIGNS
TESTIMONIALS
Visibility 24/7
The PastWhere We Were
Evolution Google
1993 – World Wide Web
1997 – Google Inc
2000 – Google Adwords
2005 – Google Maps
2008 – Google Suggest
2009 – Double Click Exchange
2010 – Google Panda Algorithm Update
2014 – Google Android passes One Billion Devices
Technology Milestones
1979 - Steve Wozniak – Colour Graphics
1990 - Tim Berners-Lee’s Hyperlink
1996 - Nokia 8110, WAP
2000 - AMD Athlon 1GHz
2007 - iPhone
2010 - iPad
2014 - Moto360
Fallen Giants
Google’s Competitors
PRESENT DAY Where Are We Now
UK Statistics 2013
73% of Adults accessed the Internet every day
53% of Adults use their phones to access the web
- up from 24% in 2010
72% of all adults bought goods or services online
- up from 53% in 2008
83% of households were online
42% of households are connected via Fast Broadband
- up from 30% in 2012
Forty Eight Days
Till Christmas
Fund Raising
“Get 3 Quotes”
Migration to MobileWhere We Are
The Power of Mobile Devices
Electronic Arts Executive Frank Gibeau believes the iPhone6 has comparable performance to the
Xbox One and PS4.
Mobile becomes De-facto
• 46% of our searches are performed on mobile
• 78% of mobile searches result in a purchase
- 61% of desktop computer searches result in a purchase
• 56% of people searching for a local business on their mobile click through to maps to guide them to the business
Show Rooming
Checking the Price on your Smart Phone while in the Shop
• 50% of Smartphone users check prices while in-store
• 84% Compare prices on Google
• 44% visit shops with the intention to buy online
• 32% of in-store trade is lost to mobile
Off-lining
Researching online before shopping locally
Technology to improve our Lives
Fitbit Flex Wireless Activity Tracker & Sleep Wristband
Motorola Moto 360 Smartwatch
Glass Explorer Programme
• Notifications• Turn by turn Navigation• Local Search – “Where is my nearest Café”
• Tracks steps, distance, calories burned, and active minutes• Log food, weight, and more on Fitbit’s website or apps• Monitors how long and how well you sleep• Wakes you (not your partner) with a silent wake alarm
• Voice Activated • Augmented Reality
Google’s mission is to organize the world’s information and make it universally accessible and useful.
A Billboard in the Wilderness
Google Spiders
Spiders Crawl the World Wide Web following links found within webpages
Spiders send copies of the Webpages they crawl back to Google and continue to crawl
Google’s Search Index
Googles index understands the;
– Context of the page content
– its relevance to multiple subjects
– how it connects to other pages
Google Algorithm
Generating the Search Results
Google Algorithm: Continuous Improvement
Spiders, Index & Results
Google’s
- Spiders Crawl Webpages
- Copies of Webpages are added to Google’s Index
When we search with Google
- The Index is queried with our Search Terms
- the most relevant pages are shown to us in our Search Results
- Google updates maintain their edge in Search
How to rank high in the Google Index
Crawl: Create Pages with clear focus crafted to help your customers understand your products and services. Internal link between webpages on your site and external linking to high value sites with good quality content.
Index: Increase the frequency of indexing with new and fresh content to boast your websites authority and untimely the opportunity for each page to rank more highly with Google
Do not talk about SEO
The Hats of SEO
Black Hat SEO
Tricking the Google Search Algorithm into giving pages higher ranking than they deserve.
– Focused on Search Engines not Humans
– Keyword Stuffing
– Invisible Text
– Doorway Pages
– Page Swapping
– Link Farms
– Zero Value Content Linking
White Hat SEO
• Helping Your Human Audience find your site
• Focused on relevance and organic ranking
• Fresh & Valuable content for Humans to share
So What is - White Hat SEO
Spiders Crawl Your Webpages for Key HTML
Page Title
Meta Description
<title>Front Page Advantage</title>
<meta name="description" content="Digital Marketing Agency, PPC Management & Twitter Marketing - Frontpage Advantage offers expertise in all full social media services plus first page search engine optimisation results.">
White Hat SEO
Indexing is our Organic Ad
• Page Title
• Meta Description
White Hat SEO
Crawling and Indexing each Web Page
H1 & H2 Tags
Separates Headers from Body Text
Keywords Rich Content
Seed your page content with Keywords
But don’t over do it and SPAM words.
White Hat SEO
Helping Google Crawl Your Site
Sitemaps A sitemap is a special webpage that outlines the organization of the pages within your website.
Why do you need a sitemap?
• Search engines need to know your site layout for indexing
• Make sure important product pages don’t get missed
White Hat SEO
Web Page’s are for Humans too
Calls to Action
You built your website to win new customers
Tell people how you want them to engage your business
Consistent Business Contact Information in Page Footers
Promote local search relevance
Customers always have your contact information at hand
Social Linking
Become social online by telling people what you’re up to
Be interesting, don’t just “talk shop” on social channels
White Hat SEO
Widen your Online Profile
• Consistent Directory submissions
• Map Listings
• Social Media Pages
• Youtube
• Local News
Create content of interest to your customers
The Aim of SEO
help people to find your business
SEO in Search Results
Organic Results
Search Network Ads
1
2
3
4
5
6
7
8
Organic Results
Display Ad Placements
Display Advertising: Visual Ads designed to entice Clicks to websites
Banner Ad
Side Banner Ad
Display Ads on Mobile
Mobile Advertising: Visual Ads designed to entice Clicks to websites
How Adwords Worksa quick guide
How Adwords Worksa quick guide
1. Keywords – Matched to Search Term
Campaign AdGroups Keywords
Travel HolidayVacationFlights
- Russia
How Adwords Worksa quick guide
2. Scores – AdCopy & Landing Page Relevance
Relevance
How Adwords Worksa quick guide
3. Location Filter
How Adwords Worksa quick guide
4. £ - Bid Value
How much you’re willing to bid on each Keyword
AdRank Calculation
5. AdRank Calculation
£Bid + Relevance = AdRank
Google’s mission is to organize the world’s information and make it universally accessible and useful.
Google Partner
We specialize in
• Finding the Relevant Keywords
• Crafting Effective Ad Copy
• Optimizing Landing pages for Conversion
• Measuring AdWords Success
We reduce costs and increase effectiveness
We can help with
• Search Engine Optimisation
• Social Media Campaigns
• Email Marketing
Quick Jargon Guide
Search Marketing – Getting found first time, every time
Search Engine Optimisation – has two halves;
• The Content & Structure of your Website
• The Quality of your internal and inbound Links
Pay Per Click – you pay when your Ad is clicked on
Display Ads – you pay each time your ad is shown
Localisation - connecting with your local audience
Social – sharing content
Iain Macaskill - 07988441532
The End
• End of, slides after are outside the presentation
Google Search Results
Google Ad’s
Organic Result- With Site Extensions
Organic Results
Google Maps Listings
Google Reviews
Page Fold
Think LocalGlobal Search Engines Love Local Websites
Types of Search ResultsPPC: Pay Per Click Advertising – Ads at the top of the Search results page
SEO: Search Engine Optimisation – Organic Search Results
Proximity of Address to the Point of Search
True Physical Location not just a PO Box Address
Local Directories & Linking Locally
“Google My Business connects you directly with customers, whether they're looking for you on Search,
Maps or Google+”
Google Pigeon - Local Search Update
Location information and data uses
• All devices sending location information
• Location is seen as extremely relevant for search queries
• Location sent with searches, apps, and publications read
• Over 50% of local search clicks through to a map
AdWords in Search Results