Marketing for Websites
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Presentation given to the University of Surrey - May 2008
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Marketing for Websites
- 1. Marketing for Websites How does digital marketing fit into modern business? Example: Search Engines © Jack Marketing Solutions 2008 All rights reserved
- 4. Digital Marketing Introduction © Jack Marketing Solutions 2008 All rights reserved
- 9. Search Engine Optimisation Optimising for free listings © Jack Marketing Solutions 2008 All rights reserved
- 19. Logos
- 40. Google Analytics
- 41. Optimisation exercise Now for you to do some work © Jack Marketing Solutions 2008 All rights reserved
- 73. Search Engine Marketing Paying to drive traffic © Jack Marketing Solutions 2008 All rights reserved
- 84. Setting up Google AdWords
- 85. AdWords - Stage 2
- 86. AdWords - Stage 3
- 88. CPA/CPC conversion Source: Online Marketing - Damani, R., Damani, C., Farbo, D. & Linton, J. £6.00 £5.00 £4.00 £3.00 £2.00 5% £7.50 £6.25 £5.00 £3.75 £2.50 4% £10.00 £8.33 £6.67 £5.00 £3.33 3% £15.00 £12.50 £10.00 £7.50 £5.00 2% £30.00 £25.00 £20.00 £15.00 £10.00 1% £0.30 £0.25 £0.20 £0.15 £0.10 Site Conversion Cost per Click (CPC)
- 89. Example - Google AdWords
- 100. SEM Exercise Your second chance to do some work © Jack Marketing Solutions 2008 All rights reserved
- 127. SEM exercise 5
- 128. SEM exercise 4
- 129. SEM exercise 3
- 130. SEM exercise 2
- 131. SEM exercise 1
- 132. Careers in Marketing What are the options? © Jack Marketing Solutions 2008 All rights reserved
- 135. CIM Introductory Certificate in Marketing Professional Certificate In Marketing Professional Diploma in Marketing Professional Postgraduate Diploma in Marketing
- 144. Any questions ? © Jack Marketing Solutions 2008 All rights reserved
- 145. Thank you [email_address] © Jack Marketing Solutions 2008 All rights reserved
Hinweis der Redaktion
- The Meta Description is a vital marketing tool. This is your advert for encouraging visitors to link to your website from a search engine listing. Many people fill the description with keywords in the attempt to increase the ‘keyword footprint’, but ends up providing searchers with random words that may miss the point. Other sites ignore the description altogether, and the 1st paragraph of the website (normally the navigation) is used instead.
- Keywords used to be all powerful in SEO, but due to years of abuse, their importance has been reduced. Use keywords that are found in the content, and try not to repeat words or phrases, as this is seen as spamming the engine. This includes puralising words, displaying them in upper and lower case, etc. It is better to repeat the words in the content, than in the keywords. The next generation of search engine algorithms will be more intelligent about repetitive use of phrases with minimal changes. It is also likely that the Keywords will find a further reduction in their importance.
- Keywords should appear in the content, and you can make them more relevant by emphasising them, either in italic or bold typeface. The words that appear here are the most important in SEO. But it is VITAL that the content reads well in the language in which it is written. Adding extraneous words as additional keywords can leave a text almost unreadable. Websites are marketing communications tools, and the marketing department/directors should have overriding control of what the content is, and what the objectives of the page should be.
- This can be problematic if the links are ‘buttons’. If they are images, the alternative text element should contain all the relevant information 1) for the search engines and 2) for the disabled visitors.
- Determining Visitor Worth: Determining how much each website visitor is worth is vital to the success of your pay per click advertising campaign. If it costs $50 in click-throughs to make a $40 sale, the campaign has failed. The formula is relatively simple, but some specific historical data is necessary. In the most rudimentary form, it is the profit from the website over a given period divided by the number of total visitors for the same period. If a site netted $1000 in profits from goods or services in a given period, and there were 2,000 visitors during the same period, each would theoretically be worth 50 cents (profit divided by visitors). But this is only the breakeven point. Depending on the desired profit margin, the optimal price to pay per click would probably be something much less than 50 cents. Popular keyword phrases can often run more than this, so it then makes sense to bid less money on less popular terms to pay an acceptable amount per visitor. Selecting Keyphrases: As with typical search engine optimization, keyword research is critical to the success of pay per click advertising. Unlike typical search engine optimization, there aren't practical limits on the number of phrases to target. Usually, there is no extra cost to add as many keyword phrases as possible. This makes the keyword selection process easier, since there is not a good deal of resources committed to optimizing a site for a particular keyword set. Under-performing keywords, while still an annoyance, do not cost extra in pay per click advertising (except for the time involved in setting up the account). To help identify keyword phrases, Yahoo has a tool on their site that allows advertisers to see how often particular search terms are actually typed in their engine. It also gives out popular suggestions based upon the terms you enter. Writing descriptions: With a typical search engine description, the object is to entice as much traffic into a site as possible in the hopes of converting that traffic into customers. With pay per click advertising, a different approach is mandated. It is undesirable to pay for unlikely prospects, so the description is designed to eliminate the "tire kickers" while attracting highly targeted traffic. For this reason, the description should describe exactly what the business offers- a company wouldn't want to pay for every visitor looking for "insurance" if they only sold renter's insurance, for example. At the same time, proven marketing copy techniques should be employed to insure that the description is enticing enough to attract ideal prospects. Monitoring and Analyzing: It is crucial to the success of your pay per click advertising campaign that it be monitored regularly, since positions can and do change every day. Since the top three Yahoo or Google AdWords results are what typically show up on most partner engines (some display more), the competition for these spots can be fierce, and bidding wars are common. If the price gets too high, it is usually prudent to withdraw and pursue a different keyword (the only way to really "lose" a bidding war is to pay too much for each visitor!). Apart from position monitoring, it is important to track and analyze the effectiveness of individual keyword phrases on a monthly basis. Viewing click-through rates and studying visitor habits can lend valuable insight into their motivations and habits, and help to further refine a pay per click advertising campaign.
- Appropriate settings - daily budget; language; country/regions; ad distribution options Proxy measurement - request for information, arriving at a certain page on your site…
- Measure General ROI; Campaign ROI; Advert ROI; Keyword ROI Aggressive = Growth (at any cost) or Profitability; or somewhere in between Click through - does not annoy; confuse or distract users from the main goal of your website
- Show when it counts. Adjust your campaign to consider user peak times. If your target audience is primarily searching for your products between 7 a.m. and 7 p.m. on weekdays, then only show your ads during these times. Within its "Edit Campaign Settings" Google has a handy option called Ad Scheduling, which allows you to automatically turn your campaigns on and off at specific times. What's more, if there is a peak time of day when your customers tend to search then you can even up the budget at that time and lower it at others. Choose keywords carefully. Various tools will help find specific keywords or phrases that are being used by your audience. You can pay to use tools such as Keyword Discovery, but a free and easy way to find out is to use Google's Keyword Tool (accessible when you're logged in to AdWords). To use it, you type in your term and the tool instantly gives you variations people have searched for, a rough idea of the number of searches, the advertising competition against those terms, and, if you add a max CPC, an estimate of the position and cost for each term. Select longer tail terms. Another useful aspect of the Google keyword tool is that it can help you find Longer Tail terms. Longer Tail terms are ones that appeal to users searching for very niche or specific items. For example, a generic term from the B2B world would be 'valve'. A Long Tail term would be 'pneumatic pilot valve'. If your budget is limited, it is worth avoiding the high cost generic terms and trying to pick up traffic from people doing very specific searches. Not only will the CPC be significantly cheaper, but you'll tend to find that prospects know exactly what they want, and the quality and number of inquiries resulting from the clicks will be much higher. Go negative to be positive. Staying with Keywords—think negative! A lot of keywords are included in B2B, B2C, and general social searches. Appearing in the results for anything other than your target market is a waste of time and potentially a waste of money. Adding negative keywords is an ideal way to exclude your campaigns from areas that are not relevant to you and enquiries you cannot fulfill. For example, if your company sells power tools but you don't rent them, then words like "rent," "hire," or "lease" would be your negative keywords. Think seasonal. Some products are going to be more or less popular depending on certain times of the year due to holidays, weather, or major events. If your business sells seasonable products, it may be worth upping your spend in the months leading up to these high-demand times to reap the extra traffic…and profits. To the same effect, if seasonal keywords are not part of your core business, focus your energy elsewhere until the excitement (and bid price) decreases. Ad copy is key. You've spent ages picking quality keywords and setting up your campaigns and hopefully now your CPC ad appears high on the Search Engines…you're there in front of your potential customers, so don't fall at the last hurdle. Ad copy is one of the single most important components in differentiating you from your competitor. To help improve your copy, try Google's Dynamic Keyword Insertion Tool. Automatically adding the keyword someone searched for into the ad copy is an easy way to ensure relevancy in the eyes of both Google and users, but is no longer the most effective. This is a trick that many people already know and it is therefore overused. Try to use distinctive, even quirky, verbiage to catch your prospect's eye. Include a major call to action; if you have a unique selling proposition or new offer, say so. Back it up. Don't think of your other promotions, be they offline or online, as separate entities. People may see your print ad, for example, and remember the creative and the product you're selling but not your company name. If they typed your latest marketing slogan into a search engine, would a recognizable CPC ad appear for your company taking them to your site for more information? If not, then you could be missing out. Likewise, the only thing they may remember from your print ad or trade show booth is your company name, so make sure your ads are appearing when someone is searching for you by name (and don't just bank on your company appearing on the first page of organic results). Go vertical. Google AdWords allows you to display your ads across their content and partner networks. However, the content network is not always great for the B2B market, as it relies on Google understanding the contextual content of pages and then only bringing your ad back on the pages that are relevant. To make ads more effective, you can specify the sites you wish your adverts to appear on by creating a placement targeted campaign. Another option for reaching a more focused, relevant audience is vertical search engine advertising. Because of their more segmented nature, vertical search engines reach a very targeted audience, and often produce far better quality traffic at the same or smaller spend levels than you'll find with their general search engine counterparts. Go local versus international. Is your business local or international? If it's international, you may need to set up campaigns on a country by country basis and tailor your keywords and ads to the various languages, time-zones, product variations, specific landing pages, etc. Also, determine your business's capabilities. If you can only deliver locally, there is no point displaying your ads to the whole US. Google allows you to target your ads (based on users' IP addresses) to a named state or town, a radius around a specific location, or even a specified geographic area of your choice. Use CPC management tools (Google AdWords). In addition to Google's keyword tool, there are two others that are particularly helpful. The first is AdWords Editor. It's a free tool that offers you great control over multiple and/or large campaigns. The benefits include uploading bulk campaigns and keywords, making multiple changes to any part of the campaign, getting stats across all campaigns, etc. The second tool is Google's Search Query Performance Reports. These reports show you what people are searching for to trigger your ads, which you can then use to adapt both your CPC words and the content on your site for SEO.
- 1. Have the call to action follow naturally and build upon what you've already said in the written material. This will reinforce your message and explain why a customer should follow the call to action. For example: "Now that you've seen the benefits of our product, call our toll-free number today for more information." Or use a question such as: "Why continue using inferior products when you can gain all the benefits described in this brochure? Call today for more information." 2. The message should always be specific. Avoid vague suggestions. Use concrete terms and descriptions, such as: "Save $5 on your purchase today," as opposed to: "Save on your purchase today." 3. Use power words to convey urgency. Power words include: "free" (most marketing pros agree this is the strongest word you can use in an ad), "limited time offer," "only a few left," "one-time special offer," "free trial this week only," "buy one get one free," etc. Customers may not completely believe that they have to act immediately or lose their opportunity, but mentioning a time limit makes a call to action more compelling. 4. When you want a customer to take a certain action, be specific: "Get out your credit card and call now," "Turn to our order page," "Fill out the enclosed form and mail it with your check today" or "Click here." 5. Companies wishing to convey a conservative marketing image (financial institutions, professional organizations, sellers of high-ticket luxury items, etc.) may want to avoid calls to action that give an impression of "hype" or high-pressure sales. Examples of conservative, prudent calls to action that do not sacrifice strength: "Call our toll-free number to speak with one of our experienced representatives." "Call today and we'll show how you can safeguard your family's future." 6. Readers tend to be drawn to a P.S. at the end of a letter or other written offer. Many readers will read a P.S. just to make sure they're not missing something. Use a P.S. to make a strong, conclusive call to action.
- In-company development Training undertaken as part of a planned, in-company development scheme Promotion and appraisal - recognition will be given for your development within an organisation for which up to 8 hours may be claimed Project work - company specific projects to recognise the interaction between marketing and other business disciplines in support of the organisation’s strategy. For example, cross-organisational working, launch of a new website or new market entry plan Contribution to the community Our national, regional, branch and industry group committees/working parties Committees of other marketing organisations Job related committees outside your own organisation, eg trade association Society contributions such as charity work and School Governor