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Search engine marke-ng 
       Understanding search engines and marke0ng to them. 




www.bournemouth.ac.uk
What you need to remember 


    Google considers ‘links’ a sign of trust. 
       
    All natural SEO strategies are based around the 
            idea of increasing the number of external links 
       
    Op0mised pages perform be@er in Pay Per Click 
            (PPC) campaigns 
                     
   cost of the keywords will be less 

                     
   adverts will rank higher 

                     
   be@er click through‐rate. 




www.bournemouth.ac.uk
                                         2
Organic vs. PPC 


    Two types of results generated by search engines. 
       
    Organic ‐ these are results from all pages indexed 
              
   free! 
              
   users are 60‐80% more likely to click on an organic result, 
                  than a PPC 
              
    more space to communicate your message.  
                                
                   (see controlling how your brand is found) 




       
    Pay Per Click (PPC) ‐ these are results from 
            adver0sers who have paid to appear 
              
   target by ‘keyword’ 
              
   integrate into campaigns 

              
   give immediate results.  




www.bournemouth.ac.uk
                                                           3
Understanding the anatomy of Google 




PPC Results 




Organic Results 




                   www.bournemouth.ac.uk
                   4
Organic user behaviour 
                                                 Tip: 
                                             90% of users do 
                                            not go beyond the 
                                                first page. 




User most likely to click 
first three results 




The likelihood that user 
will click on a link drops 
by 15% per result 




                www.bournemouth.ac.uk
                           5
Factors affec-ng ranking 

                         
    There are ‘thought’ to be over two hundred factors, which 
                              affect ranking in Google 
       Tip:                     
    Google, doesn’t just consider structural factors: 
 Find out your page 
 rank, download the 
   Google Toolbar. 
                                       
    site layout 
                                       
    page content 
                                       
    links. 

                                
    It also considers behavioural as well: 
Further reading: 
h@p://                                 
    click‐through rates 
www.seomoz.org/
ar0cle/search‐ranking‐                 
    Google/browser bookmarking. 
factors/ 
                                
    Creates a quality score or ‘page rank’ 
                                       
    low page rank = low perceived quality by Google 
                                       
    pages should have a consistent rank through‐out. 


                                                                      PageRank 

                                                                      1 ‐ 10 
                         www.bournemouth.ac.uk
                                                 6
Tips: MaH CuHs, Google engineer 




 Check out his Google video entries to find out more about Google and how it works 
 h@p://video.google.co.uk/videoplay?docid=3583760678227172395 


www.bournemouth.ac.uk
                                                               7
The Good news 


    You can get good search results by following the 
     basics. 
       
    Incorporated into the 2008 Quality Review 
              
    help to improve the number of people visi0ng the site 
              
    raising the profile of our offer. 




www.bournemouth.ac.uk
                                                      8
The Bad news 


    90% of users do not go beyond the first results 
     page. 

    Users tend to click the first three links result. 

    Search Engine Op0misa0on is difficult. 




www.bournemouth.ac.uk
                                   9
Controlling how your brand is found 

                           
    Google, allows you to control how your brand is 
                                found in three ways: 
                                         1. Title tag 
                                         2. Site descrip0on, controlled by the sites meta‐descrip0on, 
                                             and/or your dmoz lis0ng* 
                                         3. Site links, controlled using Google’s Webmaster tools.  
Title tag 



  Site 
  descrip0on 




             Site links 
                                                                                *site links are Google’s recogni0on of brand! 
                           www.bournemouth.ac.uk
                                                                                10
Tips: For controlling your results 


    Title tag ‐ make sure its your school name. 

    meta descrip0on ‐ describes what you do. 

    Site links ‐ reflect your key goals. 

    Consider buying your school name ‐ This is useful 
     if you are running a campaign, you can then link 
     directly to the campaign page and users will not 
     have navigate through your site.




www.bournemouth.ac.uk
                                    11
Basic SEO strategies 


    Flat hierarchical structure 
       
    Expose as many pages as possible. 

    Pages should be part of site structure, not stand alone. 

    Quality/Seman0cs of mark‐up 
       
    Use of 0tle tag 
       
    Correct use of heading, paragraph and other tags. 

    URLs 
       
    Use text links, rather than image links 
       
    URLs generated are meaningful and related to the document 
       
    Database should generate clean urls 
       
    Links need to be present for at least one year. 

    About relevance of document 
       
    Not about keywords, keyphrases 
              
   density of keyphrases 
              
   concentrate on what phrases users will search on 
              
   think what would be the primary, secondary and ter0ary phrase searched for 
              
   Google understands synonyms. 

www.bournemouth.ac.uk
                                                                          12
Tips: Web authors and Basic SEO techniques  


    URL, reflects the 0tle and heading. 

    HTML validates and is seman0cally correct. 

    your copy use keyphrases users would search for. 

    your page is part of the sites naviga0on. 

    Your site uses a flat folder structure. 

    your page contains internal/external links, with 
     meaningful link text. 




www.bournemouth.ac.uk
                                   13
Advanced SEO strategies 

1. Link bait 
2. Affiliates 
3. Feeds 
4. Other methods 




www.bournemouth.ac.uk
       14
1. Link bait 

                        
     Google treats links as signs of trust
                               
    Measures internal links, as well as external links.
                        
     Link bate
Further reading: 
h@p://                         
    The “idea of creating a lot of natural links” - Washington Post.
www.washingtonpost.co
m/wp‐dyn/content/       
     Possible examples of link bait
ar0cle/2006/04/26/
AR2006042602441.html           
    Free content e.g. example tutorials from the Media School on how to use video editing
                                    software to create effects.
                               
    Research blogs from leading academics in their field, for example wordpress
                               
    Sample podcasts on lecturers about interesting or challenging subjects
                               
    Useful and/or helpful information about starting university and how to prepare
                               
    Virtual tour of BU, Bournemouth & Poole.
                        
     Social bookmarking
                               
    Will increase number of external links
                               
    Will raise the profile of the content on social bookmarking sites, e.g. Del.icious, Digg,
                                    Stumble Upon
                                      
   increase click-through
                                      
   increase user bookmarks.




                                                                                                  Example: www.soton.ac.uk 
                        www.bournemouth.ac.uk
                                                                                 15
Recommenda-ons for BU 


    Add social bookmarking to new templates. 
     
   Develop a link strategy 

              
    specify how links are name 
              
    who to link to 
              
    encourage exis0ng site to link to BU. 
      
    Develop a content strategy 
      
     iden0fy sources of exis0ng for promo0on 
      
    iden0fy sources of new content for promo0on. 
      
    Iden0fy methods of distribu0on 

    Encourage deep‐linking, when a page moves use 
     a 301 re‐direct. 

www.bournemouth.ac.uk
                                      16
2. Affliates 


    Setup an affiliate programme 
       
    Banner ads, which link directly through to BU site 
       
    Paid Per Ac0on (PPA). 

    Possible examples of affiliate programme 
       
    Interna0onal Recruitment Agent ‐ PPA on basis of 
            applica0on. 




                                Courses that help you 

                                      shine  shine       Example affiliate adverts 
www.bournemouth.ac.uk
                                                              17
Recommenda-ons for BU 


    Inves0gate the feasibility of establishing a 
     University affiliate programme 
      
    Run trial programme with trusted partners for 
           example 
             
    Partner Colleges 
             
   University Agents 
             
   Associated BU websites. 



    Affiliates receive cash for comple0on of PPA (Paid 
     Per Ac0on) 
      
    For example University Agents are paid for 
           students who apply online and then go on to 
           enroll as a student. 
www.bournemouth.ac.uk
                                      18
3. Feeds 


    Set‐up XML feeds 
      
    Possible examples of feeds 
             
   News 
             
   Academic blogs 

             
   Courses 

             
   Sports results of BU Teams 
             
   Student Union Events. 



    Benefit content is pushed to users 
      
    Encourages repeat visits 
      
    Bookmarking  
      
    Content awareness. 

                                               Example: www.soton.ac.uk 
www.bournemouth.ac.uk
                                                     19
Recommenda-ons for BU 


    Integrated RSS feed technology into Cohort. 

    Explore different applica0ons for this technology. 




www.bournemouth.ac.uk
                                    20
4. Other methods 

                   
    Expose search keyphrases on homepage. 
    Tip:           
    E‐PR 
You can monitor 
 nega0ve PR by 
  seqng up a 
                         
    Online press releases seeded with keyphrases 
  Google Alert 
                         
    BU research blogs 
                         
    Media guide to exper0se 
                         
    Survey & polls 
                         
    Brand monitoring. 




                                                                     Example: www.soton.ac.uk 
                   www.bournemouth.ac.uk
                                                        21
Recommenda-ons for BU 


    Incorporate user searches into homepage, 
     through the use of Tag clouds. 

    Develop an E‐PR strategy and iden0fy technology 
     required to deliver an online Media Centre. 




www.bournemouth.ac.uk
                                  22
Pay Per Click ‐ PPC 

1. Audience behaviour 
2. How to iden0fy audience behaviour 
3. Understanding audience behaviour 
4. PPC bidding and budge0ng techniques 
5. Integra0ng offline 
6. Banner Ads?!? 
7. Beyond Google 




www.bournemouth.ac.uk
                    23
Audience behaviour 


            Short tail phrases                                                           Long tail phrases 

            simple phrases, most common, most                     complex phrases, less compe00on, more 
            compe00on , less intent as buyers                     intent as buyers 




                         ‘Browsing’              ‘Researching’              ‘Comple0ng’ 




                                                  Buying Cycle 



            Undirected, exploratory                                              Directory goal‐oriented 




www.bournemouth.ac.uk
                                                                                        24
How to iden-fy PPC audience behaviour 

                                   
     Before you begin a PPC campaign, it is essen0al you work with MarComms 
                                         to carry out a keyphrase analysis 
          Tip:                           
    Iden0fying audience behaviour: 
Remember your advert has no 
value if it can’t be seen. Make                  
    what language do they search in? 
   sure that you know your 
 audience. So your advert has 
maximum profile and impact.  
                                                 
    what search engine are they most likely to use? 
                                                 
    do they search at a par0cular 0me of day? (daypar0ng) 
                                                 
    what stage of the buying cycle are they at? 
                                                        
    what keyphrases or synonyms do they use? 
Useful links                                            
    how do the keyphrases or synonyms perform (in terms of search volumes)? 
h@p://                                           
    what gaps or pa@erns exist in keyphrases or synonyms? 
www.davechaffey.com/
seo‐keyword‐tools                                       
    For example do users search on loca0on, on type. 




                                   www.bournemouth.ac.uk
                                                                               25
How understanding PPC audience behaviour can help 

                                 
    Understanding audience behaviour allows you to: 
                                         
    Target an audience depending on stage of buying cycle/stage of 
        Tip:                                  informa0on journey 
 Conversion rates vary, 
however, as an industry 
 anything above 3% is 
                                                
    using short tail keyphrases for ‘larger’ budget or high profile campaigns 
         good 
                                                        
   larger search volumes 
                                                        
   exploring what BU types of courses offers for example ‘postgraduate business courses’ 
                                                        
   at the beginning of the buying cycle. 
                                                
    using long tail keyphrases for ‘smaller’ budget or targeted campaigns. 
Useful links 
h@p://                                                  
   Smaller search volumes 
www.davechaffey.com/                                     
   Commi@ed to a course or specialism, for example ‘MBA with a specialism in finance’ 
SEO‐Best‐Prac0ce/
Using‐the‐AOL‐data‐                                     
   at the end of the buying cycle. 
leak‐for‐SEO 
                                         
    Exploit gaps or pa@erns in keyphrases or synonyms that 
                                              compe0tors have missed.  
                                         
    Improve campaign performance 
                                                
    increasing click‐through and conversion rates 
                                                
    extending your campaign budget and improving Return On Investment (ROI). 




                           www.bournemouth.ac.uk
                                                                                                   26
PPC bidding and budge-ng techiques 

                                 
    Highest posi0on is not always the best 
                                         
    Higher posi0ons tend to cost more and convert less 
        Tip:                             
    As a rule target posi0on 4‐8, they tend to convert be@er 
 Remember to convert 
    visitors you need 
compelling content with 
                                 
    Use matching types 
  clear calls to ac0on. 
         Ultralase 
                                         
    This give you more control where your advert appears. 
                                         
    For example ‘postgraduate courses’ + ‘business’ or ‘computer aided design’ 
                                         
    Use nega0ve keywords where appropriate. 

Useful links                     
    Use daypar0ng 
h@p://news.cnet.com/
2100‐1038‐5190324.ht             
    Buy your compe0tors name 
ml 
                                         
    For example buy the keyword ‘Oxford Brookes’ 
                                 
    Improve your quality score 
                                         
    Reduce fees 
                                         
    Increase conversions 
                                         
    Improve your return on investment 




                           www.bournemouth.ac.uk
                                                                           27
Integra-ng offline. 

                             
    Campaigns don’t have to be online 
                                     
    Can integrate PPC with offline as well 
      Tip: 
Where prospects can                         
    include reference to your brand or specific campaign message 
 speak to a trained 
  member of staff 
  conversion rates                   
    Considering coinciding with ‘daypar0ng’ 
     improve. 
                                            
    to achieve profile and impact 

                             
    Possible examples could include: 
                                   
   Postgraduate recruitment campaign connected to unique 
                                       telephone number 
                                            
    number creates a measurable metric 



                                                                                       Take the next step and get a 
                                                                                       postgraduate qualifica0on. 
                                                                                       Call:  
                                                                                       0845 111 111  


                       www.bournemouth.ac.uk
                                                                          28
Banner Ads?!? 


                                   
    Typically have a very low conversion rate 
        Tip: 
  Individuals are more                     
   individuals tend to ignore images, which appear 
likely to click on images 
with faces and/or bodily 
 parts such as the chest 
                                               like adverts. 
         or groin 

                                           
   Shouldn’t be used as a conversion tool 
                                                  
   used as a means to increase brand awareness. 
Useful links 
h@p://www.etre.com/
usability/eyetracking/
                                                  
   Shouldn’t, however, underes0mate there contribu0on 
showme/ 
                                                      to conversion.  




                             www.bournemouth.ac.uk
                                                         29
Beyond Google. 


                                
    Consider other adver0sing opportuni0es, applying 
       Tip:                          the same principles of: 
  Consider using bid 
management tools for 
  managing mul0ple 
                                        
   Iden0fying and understanding user behaviour 
                                        
   Using PPC Biding and budge0ng techniques. 
search engine PPC. For 
 example Atlas Search 



                                
    Other search engines include: 


                                                   Baidu ‐ China 
                                                                                          Naver – South Korea 
                                                                         Live ‐ Global 




                                                                      Yahoo! – Global 
                                                   Yandex – Russia 




                          www.bournemouth.ac.uk
                                                                 30
Recommenda-ons for BU 


    Develop PPC strategy 
      
    Including a profile of visitor types and behaviour,  
      
    keyphrase dic0onary, with informa0on about 
           keywords and search volumes 
              
    English and foreign language version 
      
    Trial different types of campaigns on and offline. 
      
    Build market intelligence for HE conversion rates. 
      
    Experiment with regional search engines 




www.bournemouth.ac.uk
                                            31
Bringing it all together – Effec-ve landing pages 


                                        
    It is about the visitor, not the designer or marketer: 
          Tip:                          
    Tailor the page to the individual 
   Most people won’t 
convert on their first visit 
        to a site 
                                                
   Use their language 
                                                
   Answer there ques0ons 

                                                
    Make sure you make clear what the next steps are 
Useful links 
h@p://                                          
   Cross sell products 
www.dulux.co.uk/
index.jsp                                       
   Remember users do scroll. 



Useful links 
h@p://www.iabuk.net/
media/images/
Agency.com_Dulux_persona
_case_study_405.pdf 




Useful links 
h@p://www.davechaffey.com/
Internet‐Marke0ng/C7‐Service‐
Quality/Persuasion‐conversion‐
marke0ng/Effec0ve‐landing‐pages 

                                  www.bournemouth.ac.uk
                                                 32
Bringing it all together – Effec-ve PPC & Web analy-cs 



        Tip: 
 Google offers A and B 
split tes0ng. This tes0ng 
 will help iden0fy which                                                Pay Per Click 
 page performs be@er.                                                     Advert           Visitor 




                                                           Analyse 
                                                         advert and                      Landing 
                                                        landing page                      page 
                                                        Performance 




                                                      MarComms 
                                                                         PPC/Web 
                                                                         analy0cs 




                             www.bournemouth.ac.uk
                                                   33

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Search engine-marketing

  • 1. Search engine marke-ng  Understanding search engines and marke0ng to them.  www.bournemouth.ac.uk
  • 2. What you need to remember    Google considers ‘links’ a sign of trust.    All natural SEO strategies are based around the  idea of increasing the number of external links    Op0mised pages perform be@er in Pay Per Click  (PPC) campaigns    cost of the keywords will be less    adverts will rank higher    be@er click through‐rate.  www.bournemouth.ac.uk 2
  • 3. Organic vs. PPC    Two types of results generated by search engines.    Organic ‐ these are results from all pages indexed    free!    users are 60‐80% more likely to click on an organic result,  than a PPC    more space to communicate your message.     (see controlling how your brand is found)    Pay Per Click (PPC) ‐ these are results from  adver0sers who have paid to appear    target by ‘keyword’    integrate into campaigns    give immediate results.   www.bournemouth.ac.uk 3
  • 5. Organic user behaviour  Tip:  90% of users do  not go beyond the  first page.  User most likely to click  first three results  The likelihood that user  will click on a link drops  by 15% per result  www.bournemouth.ac.uk 5
  • 6. Factors affec-ng ranking    There are ‘thought’ to be over two hundred factors, which  affect ranking in Google  Tip:    Google, doesn’t just consider structural factors:  Find out your page  rank, download the  Google Toolbar.    site layout    page content    links.    It also considers behavioural as well:  Further reading:  h@p://   click‐through rates  www.seomoz.org/ ar0cle/search‐ranking‐   Google/browser bookmarking.  factors/    Creates a quality score or ‘page rank’    low page rank = low perceived quality by Google    pages should have a consistent rank through‐out.  PageRank  1 ‐ 10  www.bournemouth.ac.uk 6
  • 8. The Good news    You can get good search results by following the  basics.    Incorporated into the 2008 Quality Review    help to improve the number of people visi0ng the site    raising the profile of our offer.  www.bournemouth.ac.uk 8
  • 9. The Bad news    90% of users do not go beyond the first results  page.    Users tend to click the first three links result.    Search Engine Op0misa0on is difficult.  www.bournemouth.ac.uk 9
  • 10. Controlling how your brand is found    Google, allows you to control how your brand is  found in three ways:  1. Title tag  2. Site descrip0on, controlled by the sites meta‐descrip0on,  and/or your dmoz lis0ng*  3. Site links, controlled using Google’s Webmaster tools.   Title tag  Site  descrip0on  Site links  *site links are Google’s recogni0on of brand!  www.bournemouth.ac.uk 10
  • 11. Tips: For controlling your results    Title tag ‐ make sure its your school name.    meta descrip0on ‐ describes what you do.    Site links ‐ reflect your key goals.    Consider buying your school name ‐ This is useful  if you are running a campaign, you can then link  directly to the campaign page and users will not  have navigate through your site.
 www.bournemouth.ac.uk 11
  • 12. Basic SEO strategies    Flat hierarchical structure    Expose as many pages as possible.    Pages should be part of site structure, not stand alone.    Quality/Seman0cs of mark‐up    Use of 0tle tag    Correct use of heading, paragraph and other tags.    URLs    Use text links, rather than image links    URLs generated are meaningful and related to the document    Database should generate clean urls    Links need to be present for at least one year.    About relevance of document    Not about keywords, keyphrases    density of keyphrases    concentrate on what phrases users will search on    think what would be the primary, secondary and ter0ary phrase searched for    Google understands synonyms.  www.bournemouth.ac.uk 12
  • 13. Tips: Web authors and Basic SEO techniques     URL, reflects the 0tle and heading.    HTML validates and is seman0cally correct.    your copy use keyphrases users would search for.    your page is part of the sites naviga0on.    Your site uses a flat folder structure.    your page contains internal/external links, with  meaningful link text.  www.bournemouth.ac.uk 13
  • 15. 1. Link bait    Google treats links as signs of trust   Measures internal links, as well as external links.   Link bate Further reading:  h@p://   The “idea of creating a lot of natural links” - Washington Post. www.washingtonpost.co m/wp‐dyn/content/   Possible examples of link bait ar0cle/2006/04/26/ AR2006042602441.html    Free content e.g. example tutorials from the Media School on how to use video editing software to create effects.   Research blogs from leading academics in their field, for example wordpress   Sample podcasts on lecturers about interesting or challenging subjects   Useful and/or helpful information about starting university and how to prepare   Virtual tour of BU, Bournemouth & Poole.   Social bookmarking   Will increase number of external links   Will raise the profile of the content on social bookmarking sites, e.g. Del.icious, Digg, Stumble Upon   increase click-through   increase user bookmarks. Example: www.soton.ac.uk  www.bournemouth.ac.uk 15
  • 16. Recommenda-ons for BU    Add social bookmarking to new templates.    Develop a link strategy    specify how links are name    who to link to    encourage exis0ng site to link to BU.    Develop a content strategy     iden0fy sources of exis0ng for promo0on    iden0fy sources of new content for promo0on.    Iden0fy methods of distribu0on    Encourage deep‐linking, when a page moves use  a 301 re‐direct.  www.bournemouth.ac.uk 16
  • 17. 2. Affliates    Setup an affiliate programme    Banner ads, which link directly through to BU site    Paid Per Ac0on (PPA).    Possible examples of affiliate programme    Interna0onal Recruitment Agent ‐ PPA on basis of  applica0on.  Courses that help you  shine  shine  Example affiliate adverts  www.bournemouth.ac.uk 17
  • 18. Recommenda-ons for BU    Inves0gate the feasibility of establishing a  University affiliate programme    Run trial programme with trusted partners for  example    Partner Colleges    University Agents    Associated BU websites.    Affiliates receive cash for comple0on of PPA (Paid  Per Ac0on)    For example University Agents are paid for  students who apply online and then go on to  enroll as a student.  www.bournemouth.ac.uk 18
  • 19. 3. Feeds    Set‐up XML feeds    Possible examples of feeds    News    Academic blogs    Courses    Sports results of BU Teams    Student Union Events.    Benefit content is pushed to users    Encourages repeat visits    Bookmarking     Content awareness.  Example: www.soton.ac.uk  www.bournemouth.ac.uk 19
  • 20. Recommenda-ons for BU    Integrated RSS feed technology into Cohort.    Explore different applica0ons for this technology.  www.bournemouth.ac.uk 20
  • 21. 4. Other methods    Expose search keyphrases on homepage.  Tip:    E‐PR  You can monitor  nega0ve PR by  seqng up a    Online press releases seeded with keyphrases  Google Alert    BU research blogs    Media guide to exper0se    Survey & polls    Brand monitoring.  Example: www.soton.ac.uk  www.bournemouth.ac.uk 21
  • 22. Recommenda-ons for BU    Incorporate user searches into homepage,  through the use of Tag clouds.    Develop an E‐PR strategy and iden0fy technology  required to deliver an online Media Centre.  www.bournemouth.ac.uk 22
  • 24. Audience behaviour  Short tail phrases  Long tail phrases  simple phrases, most common, most  complex phrases, less compe00on, more  compe00on , less intent as buyers  intent as buyers  ‘Browsing’  ‘Researching’  ‘Comple0ng’  Buying Cycle  Undirected, exploratory  Directory goal‐oriented  www.bournemouth.ac.uk 24
  • 25. How to iden-fy PPC audience behaviour    Before you begin a PPC campaign, it is essen0al you work with MarComms  to carry out a keyphrase analysis  Tip:    Iden0fying audience behaviour:  Remember your advert has no  value if it can’t be seen. Make    what language do they search in?  sure that you know your  audience. So your advert has  maximum profile and impact.     what search engine are they most likely to use?    do they search at a par0cular 0me of day? (daypar0ng)    what stage of the buying cycle are they at?    what keyphrases or synonyms do they use?  Useful links    how do the keyphrases or synonyms perform (in terms of search volumes)?  h@p://   what gaps or pa@erns exist in keyphrases or synonyms?  www.davechaffey.com/ seo‐keyword‐tools    For example do users search on loca0on, on type.  www.bournemouth.ac.uk 25
  • 26. How understanding PPC audience behaviour can help    Understanding audience behaviour allows you to:    Target an audience depending on stage of buying cycle/stage of  Tip:  informa0on journey  Conversion rates vary,  however, as an industry  anything above 3% is    using short tail keyphrases for ‘larger’ budget or high profile campaigns  good    larger search volumes    exploring what BU types of courses offers for example ‘postgraduate business courses’    at the beginning of the buying cycle.    using long tail keyphrases for ‘smaller’ budget or targeted campaigns.  Useful links  h@p://   Smaller search volumes  www.davechaffey.com/   Commi@ed to a course or specialism, for example ‘MBA with a specialism in finance’  SEO‐Best‐Prac0ce/ Using‐the‐AOL‐data‐   at the end of the buying cycle.  leak‐for‐SEO    Exploit gaps or pa@erns in keyphrases or synonyms that  compe0tors have missed.     Improve campaign performance    increasing click‐through and conversion rates    extending your campaign budget and improving Return On Investment (ROI).  www.bournemouth.ac.uk 26
  • 27. PPC bidding and budge-ng techiques    Highest posi0on is not always the best    Higher posi0ons tend to cost more and convert less  Tip:    As a rule target posi0on 4‐8, they tend to convert be@er  Remember to convert  visitors you need  compelling content with    Use matching types  clear calls to ac0on.  Ultralase    This give you more control where your advert appears.    For example ‘postgraduate courses’ + ‘business’ or ‘computer aided design’    Use nega0ve keywords where appropriate.  Useful links    Use daypar0ng  h@p://news.cnet.com/ 2100‐1038‐5190324.ht   Buy your compe0tors name  ml    For example buy the keyword ‘Oxford Brookes’    Improve your quality score    Reduce fees    Increase conversions    Improve your return on investment  www.bournemouth.ac.uk 27
  • 28. Integra-ng offline.    Campaigns don’t have to be online    Can integrate PPC with offline as well  Tip:  Where prospects can    include reference to your brand or specific campaign message  speak to a trained  member of staff  conversion rates    Considering coinciding with ‘daypar0ng’  improve.    to achieve profile and impact    Possible examples could include:    Postgraduate recruitment campaign connected to unique  telephone number    number creates a measurable metric  Take the next step and get a  postgraduate qualifica0on.  Call:   0845 111 111   www.bournemouth.ac.uk 28
  • 29. Banner Ads?!?    Typically have a very low conversion rate  Tip:  Individuals are more    individuals tend to ignore images, which appear  likely to click on images  with faces and/or bodily  parts such as the chest  like adverts.  or groin    Shouldn’t be used as a conversion tool    used as a means to increase brand awareness.  Useful links  h@p://www.etre.com/ usability/eyetracking/   Shouldn’t, however, underes0mate there contribu0on  showme/  to conversion.   www.bournemouth.ac.uk 29
  • 30. Beyond Google.    Consider other adver0sing opportuni0es, applying  Tip:  the same principles of:  Consider using bid  management tools for  managing mul0ple    Iden0fying and understanding user behaviour    Using PPC Biding and budge0ng techniques.  search engine PPC. For  example Atlas Search    Other search engines include:  Baidu ‐ China  Naver – South Korea  Live ‐ Global  Yahoo! – Global  Yandex – Russia  www.bournemouth.ac.uk 30
  • 31. Recommenda-ons for BU    Develop PPC strategy    Including a profile of visitor types and behaviour,     keyphrase dic0onary, with informa0on about  keywords and search volumes    English and foreign language version    Trial different types of campaigns on and offline.    Build market intelligence for HE conversion rates.    Experiment with regional search engines  www.bournemouth.ac.uk 31
  • 32. Bringing it all together – Effec-ve landing pages    It is about the visitor, not the designer or marketer:  Tip:    Tailor the page to the individual  Most people won’t  convert on their first visit  to a site    Use their language    Answer there ques0ons    Make sure you make clear what the next steps are  Useful links  h@p://   Cross sell products  www.dulux.co.uk/ index.jsp    Remember users do scroll.  Useful links  h@p://www.iabuk.net/ media/images/ Agency.com_Dulux_persona _case_study_405.pdf  Useful links  h@p://www.davechaffey.com/ Internet‐Marke0ng/C7‐Service‐ Quality/Persuasion‐conversion‐ marke0ng/Effec0ve‐landing‐pages  www.bournemouth.ac.uk 32
  • 33. Bringing it all together – Effec-ve PPC & Web analy-cs  Tip:  Google offers A and B  split tes0ng. This tes0ng  will help iden0fy which  Pay Per Click  page performs be@er.  Advert  Visitor  Analyse  advert and  Landing  landing page  page  Performance  MarComms  PPC/Web  analy0cs  www.bournemouth.ac.uk 33