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BigWing: Breakfast with Google

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BigWing: Breakfast with Google

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BigWing Interactive hosted a "Breakfast with Google" event on 1/29/15 at the Chesapeake Boathouse in OKC. The topics covered were: Google paid search, Social Media, SEO, and Content Marketing. The following slides were presented by Bill Martin (PPC), Sarah Hoffman (Social Media), Ruth Burr Reedy (SEO), and David Christopher (Content Marketing).

For questions visit our website bigwing.com or call 405.475.3015.

BigWing Interactive hosted a "Breakfast with Google" event on 1/29/15 at the Chesapeake Boathouse in OKC. The topics covered were: Google paid search, Social Media, SEO, and Content Marketing. The following slides were presented by Bill Martin (PPC), Sarah Hoffman (Social Media), Ruth Burr Reedy (SEO), and David Christopher (Content Marketing).

For questions visit our website bigwing.com or call 405.475.3015.

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BigWing: Breakfast with Google

  1. 1. Welcome and Introductions Marilyn Hoeffner
  2. 2. • Bill Martin – Top 5 new features and changes in Ad Words • Break • Sarah Hoffman – Social Media in 2015 • Ruth Burr Reedy – SEO best practices • David Christopher – Importance of Content Marketing
  3. 3. • Raffle Tickets will be given out after the break and at the end of the team Q&A • Marketing Reviews • Surveys
  4. 4. Our Top 5 New “Features” of Adwords in 2014 Bill Martin BigWing Interactive www.bigwing.com
  5. 5. People Searching for Used Cars Paid Search Remarketing Site Retargeting Senior Citizens Recent College Graduates Women Shopping for Appliances Interested in Remodeling
  6. 6. New for 2014 Callout Extensions • Appear below the standard ad • Add a line of space pushing down the organic listings • Don’t require a URL • Show off unique offers and benefits of their sites, products and services
  7. 7. Call Tracking - Google Joins the Party Call Tracking Google’s attempt • Google sets up a forwarding number • Integrates with analytics • Bing / Yahoo copied, separate but equal • No recording /listening of calls (privacy issues)
  8. 8. Call Tracking - Google Joins the Party Call Tracking Google’s attempt • Google sets up a forwarding number • Integrates with analytics • Bing / Yahoo copied, separate but equal. • No recording/listening of calls (privacy issues) Third party is better • Same features with forwarding number • Integrates with analytics • Also can get tagged for other search engines • One report where you can actually listen to the call • It does cost • If your promoting a medical client HIPA certification needed
  9. 9. Dynamic Campaigns and Ads Dynamic Ads are great for • Dynamic Inventory • Dynamically Change the Ad Title line • Saving Time – Information Pulled from your website no extensive initial keyword research • When a search is relevant Google will dynamically create an ad headline for your ad • Control – Show ads on all or just part of your website Dynamic Ads are Not good for Rapidly changing web pages like “daily deals”
  10. 10. Forced Use of Close Variants • Good - Less work, • Fewer keywords to enter • Google decides what you show for. • Bad – sometimes plurals/ singulars only do the conversions • Close variants can be completely irrelevant • More research now required into negative matching– creating more work, not less Examples : California vs. CA Flooring supplies vs. Floor supplies Supply vs. supplies
  11. 11. Google Tightens the Reigns on Quality Score Google is adding more “weight” to relevancy QS is : • Keyword to landing page relevancy • Keyword to ad relevancy • User experience on the web page • SEO is even more important Your AdRank = your bid * your quality score
  12. 12. Broad Match – Use it Sparingly Google has increased the reach of the broad interpretation • This is to grab more traffic and drive more clicks to the website • Sounds Good but must be VERY heavily negatively matched • Be careful not to waste money!
  13. 13. Social Media in 2015 Sarah Hoffman BigWing Interactive www.bigwing.com
  14. 14. Social Media – What’s Trending? #Trending sarahndippity
  15. 15. PUBLIC RELATIONS NETWORKING CUSTOMER SERVICE THOUGHT LEADERSHIP BRANDING TRUST LOYALTY-BUILDING sarahndippity
  16. 16. CUSTOMER ACQUISITION sarahndippity
  17. 17. 1.China 2.India 3. 4.United States 5.Indonesia 6.Brazil 7.LinkedIn 8.Twitter 1.35 billion monthly active users (2014) sarahndippity
  18. 18. 500,000,000 tweets every day sarahndippity
  19. 19. 412years to watch every video on YouTube sarahndippity
  20. 20. 5,000,000,000minutes spent on Facebook every day sarahndippity
  21. 21. EVERY SECOND 2 new people join LinkedIn sarahndippity
  22. 22. CHANCES ARE… sarahndippity
  23. 23. #GoogleBreakfast sarahndippity
  24. 24. 2014 RECAP sarahndippity
  25. 25. Pay to Play sarahndippity
  26. 26. Algorithm sarahndippity
  27. 27. Visual Takes Center Stage sarahndippity
  28. 28. CASE STUDY sarahndippity
  29. 29. Target Audience 1: College Students & Young Professionals sarahndippity
  30. 30. Target Audience 2: Local Businesses & Corporations sarahndippity
  31. 31. RESULTS  40,000 impressions  $0.55 cost per click  10,000 Page Likes  Gained more awareness sarahndippity
  32. 32. 2015 PREDICTIONS sarahndippity
  33. 33. Mobile Focus sarahndippity
  34. 34. Social Goes Shopping sarahndippity
  35. 35. Reviews sarahndippity
  36. 36. sarahndippity
  37. 37. Define your strategy sarahndippity
  38. 38. Want more fans? sarahndippity
  39. 39. Engage with them Engage sarahndippity
  40. 40. sarahndippity
  41. 41. Connect sarahndippity
  42. 42. Visibility? sarahndippity
  43. 43. Post great content sarahndippity
  44. 44. Define success? sarahndippity
  45. 45. Measure sarahndippity
  46. 46. SEO Basics for Small Business Ruth Burr Reedy BigWing Interactive www.bigwing.com @ruthburr
  47. 47. 11,944,000,000 Google searches per month Source: Digital Marketing Ramblings 93% of online experiences begin with a search engine 64% of web traffic comes from organic search @ruthburr
  48. 48. 33% 18% 11% 8% Source: Search Engine Watch @ruthburr
  49. 49. Do You: @ruthburr
  50. 50. Have a website? @ruthburr
  51. 51. …that you want people to come to? @ruthburr
  52. 52. ..and complete an action? (Like: buy something, sign up for something, share something, or go somewhere?) @ruthburr
  53. 53. You Need SEO. @ruthburr
  54. 54. But Isn’t SEO… SPAM by AJ Cann on Flickr @ruthburr
  55. 55. It’s Marketing. SEO is about figuring out how people are searching for what you have, so you can show them – and Google – that you have what they want and you’re the best place to get it. @ruthburr
  56. 56. If You Do Nothing Else… @ruthburr
  57. 57. A Website Should Be: @ruthburr
  58. 58. Fast http://tools.pingdom.com/fpt @ruthburr
  59. 59. Easy to Navigate @ruthburr
  60. 60. Local-Friendly Name Address Phone number
  61. 61. Local Ads Organic Local @ruthburr
  62. 62. Source: Zero Gravity Marketing Responsive @ruthburr Mobile Searches Local Intent Result in a Purchase
  63. 63. @ruthburr
  64. 64. What Google Sees @ruthburr
  65. 65. Keywords Are Important. It doesn’t matter how you talk about what you do. It matters how your users look for what you have, so you can show them that you have it. @ruthburr
  66. 66. “Chocolate cupcakes” 9900 monthly searches “Mini cocoa cakes” <10 monthly searches @ruthburr
  67. 67. Google Keyword Planner https://adwords.google.com/KeywordPlanner @ruthburr
  68. 68. Where to Put Keywords @ruthburr <title> Chocolate Cupcakes Recipe – Allrecipes.com </title> <meta name=“description” content=“Ready in 30 minutes, this quick chocolate cupcake recipe is the perfect party treat.”>
  69. 69. Title tag: ~60 characters including spaces Description tag: ~150 characters including spaces @ruthburr
  70. 70. Description tag! @ruthburr
  71. 71. Use Your Keywords “Chocolatecupcakes.com: Your chocolate cupcakes source for chocolate cupcakes, chocolate cupcake, chocolate cupcake recipes online.”NO! @ruthburr
  72. 72. Use Your Keywords Just say what you were going to say, using your keywords. AND: Let keyword research drive your content strategy. @ruthburr
  73. 73. How People Search $@ruthburr
  74. 74. @davidmchris Content Marketing @davidmchris
  75. 75. 33% 18% @davidmchris
  76. 76. 33 95 0 10 20 30 40 50 60 70 80 90 100 unforgettablehoneymoons.com tripadvisor.com Domain Authority @davidmchris
  77. 77. @davidmchris
  78. 78. @davidmchris
  79. 79. 12 00 2 4 6 8 10 12 14 unforgettablehoneymoons.com tripadvisor.com Social Shares of Page @davidmchris
  80. 80. “We Do Use Twitter and Facebook Links in Ranking” Matt Cutts (2010) @davidmchris
  81. 81. 36 00 5 10 15 20 25 30 35 40 unforgettablehoneymoons.com tripadvisor.com Domains Linking to Page @davidmchris
  82. 82. Article Directories Spammy Local Directories Comment Spam Social Bookmarking Forums Spammy Profiles Link Exchanges Guest Blogging for Links Relevant Links Quality Local Directories PR Social Engagement Sponsorships & Events Quality Profiles Partner Links Quality Guest Blogging Links @davidmchris
  83. 83. @davidmchris
  84. 84. Search Traffic Search Traffic Your Website Competitor Website CTR Social Blog Guest Posting Links ReferralsPR Events Dwell Time Online Presence @davidmchris
  85. 85. Engagement • Click Through Rate (CTR) • Dwell Time / Bounce Rate @davidmchris
  86. 86. Packages @davidmchris
  87. 87. Resorts @davidmchris
  88. 88. Blogger Creates Content Content Marketer Creates Content Promotes Content Grows Audience Evaluates Reception Adjusts Behavior Prequalifying Questions for Content 1. What is the Goal of this Content? 2. Who is it targeting? 3. How will you promote it? Vs. @davidmchris
  89. 89. @davidmchris
  90. 90. 1. PPC campaign well managed, SEO increased quality score 2. Content Marketing built links that drive traffic 3. Social media following grown, website content shared 4. SEO, links & social engagement led to ranking higher 5. Stronger online presence resulted in more direct traffic @davidmchris

Hinweis der Redaktion

  • Some items on a website might be very popular but not worth actively promoting
  • Copy/paste as many slides as you may need in order to complete each separate section.

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