Google Advertising for Local Business Leaders
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'Checking the price on Google' has changed how we buy and who we buy from, it is now essential for all business leaders to understand the mechanics of Google AdWords, Pay Per Click and Search Engine Optimisation to connect with customers online and how search creates the opportunity to win more sales. Poor implementation of Search Engine Optimisation techniques and badly built Pay Per Click campaigns deliver appalling results and as your Local Champion of Search we host these sessions to help our local community discover how they can get the most from search marketing. Profit from developing a good understanding of organic and paid search and help grow your business by marketing to customers actively searching for your core products and services. Location is now a critical factor with both organic and paid (PPC Pay Per Clcik) search, the location of your business and the target of your campaign can see you win a higher position in search results over a nationwide company with a hefty marketing budget. I hope you grant us the opportunity to discover if this free session is the catalyst effect your business needs to truly thrive in 2015. *Places are limited so we can have a successful question and answers session at the end of the presentation. Event Outline In this 1.5 hour session we will cover everything you need to know as a business owner. We will talk through both paid and organic search and how location setting allows you to target your ads to only show to people within certain towns and even postcodes. Who should attend Business leaders needing to understand how they can market their business online within a fixed budget to qualified customers looking to select a supplier. Why you should attend So you can confidently take your business forward as digital continues to increase its dominance as the primary market place.
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Google Advertising for Local Business Leaders
- 1. Google Advertising for Local Business Leaders
- 3. MARKETING CHANNELS TAILORED CONTENT WEBSITE Primary CASE STUDIES WHITE PAPERS BROCHURES SERVICE DESCRIPTIONS VIDEO CONTENT Google AdWords SEO SOCIAL MEDIA DATABASE(S) ON-LINE inbound OFF-LINE outbound DIRECT MAIL ADVERTISING EXHIBITIONS REFERRALS EMAIL NETWORKING CAMPAIGNS TESTIMONIALS Visibility 24/7
- 4. The Past Where We Were
- 5. 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
- 6. 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
- 12. PRESENT DAY Where Are We Now
- 13. 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
- 14. Forty Eight Days Till Christmas
- 15. Fund Raising
- 16. “Get 3 Quotes”
- 17. Migration to Mobile Where We Are
- 18. The Power of Mobile Devices Electronic Arts Executive Frank Gibeau believes the iPhone6 has comparable performance to the Xbox One and PS4.
- 19. 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
- 20. 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
- 21. Off-lining Researching online before shopping locally
- 22. Technology to improve our Lives Motorola Moto 360 Smartwatch • Notifications • Turn by turn Navigation • Local Search – “Where is my nearest Café” Fitbit Flex Wireless Activity Tracker & Sleep Wristband • 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 Glass Explorer Programme • Voice Activated • Augmented Reality
- 23. Google’s mission is to organize the world’s information and make it universally accessible and useful.
- 24. A Billboard in the Wilderness
- 25. 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
- 26. Google’s Search Index Googles index understands the; – Context of the page content – its relevance to multiple subjects – how it connects to other pages
- 27. Google Algorithm Generating the Search Results
- 28. Google Algorithm: Continuous Improvement
- 29. 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
- 30. 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
- 31. Do not talk about SEO
- 32. The Hats of SEO
- 33. 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
- 34. White Hat SEO • Helping Your Human Audience find your site • Focused on relevance and organic ranking • Fresh & Valuable content for Humans to share
- 35. So What is - White Hat SEO Spiders Crawl Your Webpages for Key HTML Page Title <title>Front Page Advantage</title> Meta Description <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.">
- 36. White Hat SEO Indexing is our Organic Ad • Page Title • Meta Description
- 37. 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.
- 38. 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
- 39. 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
- 40. White Hat SEO Widen your Online Profile • Consistent Directory submissions • Map Listings • Social Media Pages • Youtube • Linkedin • Local News Create content of interest to your customers
- 41. The Aim of SEO help people to find your business
- 42. SEO in Search Results Organic Results
- 44. Search Network Ads 1 2 3 4 5 6 7 8 Organic Results
- 45. Display Ad Placements Display Advertising: Visual Ads designed to entice Clicks to websites Banner Ad Side Banner Ad
- 46. Display Ads on Mobile Mobile Advertising: Visual Ads designed to entice Clicks to websites
- 47. How Adwords Works a quick guide
- 48. How Adwords Works a quick guide 1. Keywords – Matched to Search Term Campaign AdGroups Keywords Travel Holiday Vacation Flights - Russia
- 49. How Adwords Works a quick guide 2. Scores – AdCopy & Landing Page Relevance Relevance
- 50. How Adwords Works a quick guide 3. Location Filter
- 51. How Adwords Works a quick guide 4. £ - Bid Value How much you’re willing to bid on each Keyword
- 52. AdRank Calculation 5. AdRank Calculation £Bid + Relevance = AdRank
- 53. Google’s mission is to organize the world’s information and make it universally accessible and useful.
- 54. 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
- 55. We can help with • Search Engine Optimisation • Social Media Campaigns • Email Marketing
- 56. 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
- 57. Iain Macaskill - 07988441532
- 58. The End • End of, slides after are outside the presentation
- 59. Google Search Results Google Ad’s Organic Result - With Site Extensions Page Fold Organic Results Google Maps Listings Google Reviews
- 60. Think Local Global Search Engines Love Local Websites
- 61. Types of Search Results PPC: Pay Per Click Advertising – Ads at the top of the Search results page SEO: Search Engine Optimisation – Organic Search Results
- 62. “Google My Business connects you directly with customers, whether they're looking for you on Search, Maps or Google+” Proximity of Address to the Point of Search True Physical Location not just a PO Box Address Local Directories & Linking Locally
- 63. 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
- 64. AdWords in Search Results
Hinweis der Redaktion
- Welcome to this presentation, where we’ll be giving an overview of Google Advertising can help your business grow by attracting new customers and helping you connect with your Audience.
- To give some background on FPA we have moved away from Web Development, Web Design and Traditional Print Marketing and have chosen to focus on Search Marketing as this is where our key skills are found and its and aware we love working in. As a Google Partner we have completed our Google Exams and are certified Adwords professionals
- To give a mile high marketing overview, this is how we place ourselves within Marketing, “what we do and how we fit in” down the right hand side we have the traditional offline routes that are still effective Down the left the new social channels which are constantly evolving, people still buy from people and these channels give us the opportunity to show the people in the business. Across the base the traditional types content, the messages business use to communicate The aim of Marketing is to have customers ‘buy your business” before “buying from your business whether you’re an ecommerce business, solicitors, a charity, all business’s B2C / B2B and B2G have customers they need to connect with and we believe the best way to do this is via online search with Google.
- So lets get a little back ground to steady ourselves
- Over the last 20 years Google have gone from the launch of the Web to a Billion Android devices. We have seen Google constantly update and revise how Search works I mention Panda as it was Panda that drew me in to Search Marketing. Panda changed this whole sector, knocking out the cowboys and signaling that Google were not going to stand for people reeking havoc and legitimizing Search
- the iPad was launched 4 years ago an already the iPad feels dated We’re all surrounded by technology, its part of our daily lives, and its often hard to remember just how far we’ve come,
- Google is very aware that it to could become the next online dinosaur.
- This is what the leading search engine looked like in 1998 when Google began to rise
- Later Lycos rose to become the number one search engine, Notice the Clutter and distraction, The site is focused Advertising what you are not looking for
- This is how Google Appeared, notice the simple design and lack of news and Ads Those search engines lost out to Google as they only showed highly relevant ads within the search results delivering a better user experience
- Amazon is considered Google’s biggest competitor as people go to Amazon to shop Although Bing and the new Yahoo are search engines they lack the sophistication of Google to deliver the same quality in dearch And some people love eBay too but what we are seeing here is a change in behavior and attitude to online shopping people are starting to feel they have a relationship with online companies in they way they used to have with Marks and Spencers or Woolworths
- So where are we now?
- The Stats show that we enjoy being online, we love to browse the web, share pictures and entertain ourselves And we love online shopping because the alternative is High Street Shopping.
- And The movie “Jingle all the Way” gave wholly accurate portal of Christmas shopping with a clear depiction of the Hell of the High Street. But its not just eCommerce
- The web is a low cost platform for charities too. Google offer up to $10K per month to charities to help them promote their cause’s via Google Ads.
- And the tradition of “Getting three Quotes” still rings true, we the web enables fast business and gives confidence in our purchases
- Mobile computing is changing our lives,
- We call them mobile phones but in reality they are portable and powerful person computers with high definition screens and voice activated search.
- We love our mobile phones and we they are our constant digital companions and our true Personal Computers I no longer use my Tom Tom
- This was a new term on me but I’ve don’t it in practice for years, I’m in the shop, I see a jacket I like, I check the price on Amazon and on Google Shopping, if its much cheaper online I ask for a price match, usually I get it but the delivery cost is always rolled in. This is B2C Retail, but you can be sure the same is being done when a business is looking for a supplier, it builds confidence to know you have a good price
- And this flows the other way to, people investing in expensive products are increasing conducting online research first, they are researching the manufactures website, reading reviews from professionals and local people And then finding a local distributor to buy from, Mumsnet | WhatCar | Check-a-Trade | Trip Advisor are powerful review websites as But we still want the relationship to be with a local dealer not a faceless service just incase things go wrong.
- Now the ‘Daily Mail Experts’ said the mobile phone, the ipad and now wearables are just a fad, they’ll never catch on but I think they’re wrong The new trends in tech prove, We want new tech that improves our lives and make us happier and this is what Google Search does
- Google stated its mission and stuck to its guns. Improving peoples lives by helping us find what we’re searching for So how does Google do this? Well thats Top Secret and Very Complex but here is a quick guide.
- A new website can be thought of as a Billboard in the Wilderness, no one knows where it is no one is reading the message Search Engines where developed to help everyone find the web sites they were looking for
- To achieve their mission Google sends out special software known as Spiders to read every webpage on the web and these Spiders send a copy of the content back to Google. You’ll often hear people talk about the importance of ‘Linking’, Linking brings spiders to your site more regularly helping to boast your profile as Google Google are secretive about the mechanics of this operation but we know well linked websites with regular fresh new content are revisited more frequently than sites with few changes and are ranked higher for their efforts.
- Google Spiders send back the information Google use to build their search Index When you use Google Search it’s this Index Google searches, not the World Wide Web to find the results every webpage crawled is added to Google’s Index Pages are categorized by subject Pages are scored for subject relevance Google has built software so sophisticated it understands the context of the page, how it related to multiple subjects and how the connects with other pages.
- The search results page we see are generated by the Google Algorithm, It is able to find the most relevant pages in the half a second as Google maintains Top Ten style charts allowing superfast shortcuts in finding the most relevant pages for your search results page. Google Guard this technology and work to constantly improve its capacity to deliver the best results to their customers.
- Updates are announced although Google are deliberately light on detail as they know people are looking to “Game the Algorithm”, Google work to prevent this as it means less relevant pages will win the top spot damaging Google's ability to deliver on their mission.
- So to give a quick re-cap of what you need to be aware of, Google is constantly crawling the web finding new content through links between webpages Google builds a copy of the web know as the Google Index When we search Google searches the Google Index not the web Google scores webpages in their Index against your search term The most relevant page comes top of the Search Results Page
- What you need to take from this is the bases for SEO. Just remember that Google is crawling your pages, indexing their content and scoring them for relevance High quality content, that’s regularly updates, that’s well linked internally and externally will win you more traffic from people looking for your content.
- However, ….. Google give advice on best practice, they advise on how they would like to see websites developed and content structured.
- This opened up a market to people who discovered by testing how they could “Game Google Search”, these Black Hat methods perverted Google Search, Search results with low relevance were delivered when people searched the Panda update penalized and Company Domains andweb pages taking advantage of Black Hat Techniques, the associated .coms where given hefty penalties in terms of search
- Black Hat comprised of methods like…
- Meantime…. People who had stuck to white hat continued to prosper.
- Its quite simple to understand but tough to get right, In this examples it begins with good web design and well marked up content, This content is then crawled and index’d by Google
- And returned as an organic search result, Your metadata is the search result in Google, it’s the text your potential customers read about your company when they’re selecting which company to choose.
- Google indexes your entire site and understands the layout and the context. Good Headers and rich, well written content will boast your rank with Google. This is vital to achieve a good score in Google Organic Search
- A site map helps Google find every page on your website and understand how it links
- Link, Share, Promote Draw people to your site with interesting stories, not only advice that relevant to your sector but also charity events and fun things your team are doing to
- SEO becomes complicated very quickly and as soon as you scratch the surface jargon errupts but as long as you remember the Aim of SEO is to Help People Find Your Business you’ll be on the right tracks.
- And this is where your business will appear in the search results, within the Organic results The Ads at the top of the page are Google Adwords and are typically referred to as PPC or Pay Per Click Ads. They are called ‘Pay Per Click’ because you only pay when someone clicks on the Ad, a well crafted Campaign with Google AdWords does not attract erroneous clicks and everything is measurable with AdWords which is a key element of its success.
- So lets talk about Adwords, Paid Search is how Google makes its money. Google AdWords has been incredibly successful because it works. People are actively looking for a product or service and they can find it quickly with Google. Via the Search Network Companies want to promote their brand they can achieve this through Display Ads, lets take a look at both of the Search and Display Networks
- These are Search Network Ads, text based ads that are only shown to people who are actively searching with keywords the advertisers have selected to trigger their Ad. Notice how the AdWords positions are ranked, in the early days this was based on a straight auction, but not anymore, remember Google’s mission, ‘Helping people access what they are looking for’ Google know they need to deliver Quality or they’ll become the new Lyco’s
- These are Google Display Ads, they’re more like traditional newspaper ads, shown within placements you select, this means you can pick the websites and the style of location you want your Ads to appear on, you can even select the type of content you want your ad to appear next to. These Ads are paid for based on “Per Thousand Impressions” bases, every thousand times your Ad is shown you pay a little more. These Ads are used to develop brands and awareness.
- Here we see there use on Mobile. They interrupt to grab attention and can be within the page copy as well as overlay they whole page. So how does this work…
- Search now begins with ‘Google Suggests’ which is designed to help people find what they are looking for based on the users pervious search profile and the current trends on Google. Google need the top Ads to be relevant to the person searching, remember Google get paid when the Ad is clicked on, Google needs to display Ads that are more relevant than the organic results to be paid. If Coke-a-Cola were to bid on every keyword then users of Google would become annoyed with poor quality search results I’ve called this a quick guide as it’s more complex than this but we don’t have all week and trust me get these ducks in a row and the rest will fall into line.
- The customer completes their search term and Google checks Adwords to find accounts listing relevant keywords for the search. In this case the search term is “Travel Holiday” so all accounts listing those keywords are entered into an ad auction. Negative Keywords can be used to hide your Ad from any search including a negative keyword, in this case it is Russia, this means you can create targeted Ads to specific groups of people increasing the Relevance of your Ads ---------
- Google scores the relevance of the Landing Page and the Ad Copy to the Keywords with in the Search Term , the more relevant the higher the score Equally the quality of the Ad is checked, remember Google want the deliver the Ad that is most likely to deliver a click When we create an Ad in Google we nominate a destination URL, a landing page where the person is taken to once they click on the Ad. --- Matched to Search Term
- Google Ad’s can be configured to only show to people who are within specific postcodes, this means an Office Catering company in Basingstoke can choose not to advertise to people in North Ireland and Airport Taxis in Aberdeen can hide their ads from people searching for “Airport Taxis” who are in Glasgow. This creates the opportunity to profile customers so they see pages and prices with accurate information for where they live. Variable shipping rates are an example where of different parts of the country could see different Ads before they Pay-Per-Click rather than checking out and experiencing a price hike due to high shipping rates. This is the final part of assessing the Quality for the Ad
- For each keyword you set the maximum value of the bid you’re willing to pay each time an Ad Auction occurs, this is the maximum bid you’re willing to For AdWords you establish and monthly budget, commonly referred to as your Click-Budget or monthly spend, // Stay away from MaxCPC
- To calculate the position of the Ad in the Search results Google combines the Bid with the Relevance of each Ad and ranks them accordingly.
- Google know they’ll start to loose if they hinder people looking for what they want, their product is complex hence their investment in developing Google Partners .
- As a Google Partner we are here to help you achieve the best value with Adwords, our experience with keywords enables us to create collections to target specific customer profiles casting a wide net under tight management to monitor how people are finding your site. Your Ad Copy is the best opportunity to turn-away the wrong traffic, a clear message will attract your target customers to your site The web page on your site that your Ad leads to will have a high relevance to the Ad boasting its Ad Rank
- if I do say anything Odd please just interject and I’ll explain further, we cant help but develop Jargon as we work with the Engineers at Google who love complex talk.
- Google is experimenting with new styles and formats of Search Results page, they are looking for the optimum design to keep users hooked. 0….0 Remember not all Searches will have relevant Ads and some don’t have locations for Maps so Google has flexibility in how it delivers the results page. Notice the page fold, this is where the person search has to scroll down the screen and seek out other results, Google want to get the most relevant results above this line to deliver the best result to the user Above the fold we have two Search Ads, Maps with locations and an organic results for the Government MOT website The search is CAR MOT These are Text Ads in the Search Network, the Ads within the Search Network are unique as they help people find what they are actively looking for. Remember, you only pay Google for these Ads after someone has click’d on your Ad.
- Mobile Smart phones allow Google to break free of the desktop and the change in our shopping behavior Google Google knows where your customers are, Google understands what they are asking for With optimized webpages you will be able to connect to your
- The Google Search results page features two types of results; There are “Paid Search Ads” and “Organic Search listings” these are the result of Google AdWiords and Search Engine Optimisation. You will often hear people refer to Paid and Free search, that is because when the PPC Ad is clicked on Google is paid for the Click. The Ad can be shown hundreds of times but only when the ad is clicked on is Google Paid.
- Google My Business is is how Google are going to deliver. Easy to enter and manage company details Google Pigeon Update