Marketing in the Digital Age

Raja SaggiHead of SME Marketing, Google

My background

Head of SME Marketing at Google

Staying in touch:• Google+• Twitter.com/rajasaggi• LinkedIn

Agenda

• Optimize your website• Search • Analytics• Test & Iterate• Content

The Checkout

http://www.youtube.com/watch?v=3Sk7cOqB9Dk

Good Artists Copy, Great Artists Steal

Attractive visuals

Clear layout

Up to date content

Like the search box

Good sharing links

Tagline, clear CTA + Offer

Step by Step

Validation

VideoSimple Pricing

Clean layout

Sharing icon

Above the fold

Above the fold

Clean layout

Clear product & Pricing

Sharing icon

Micro-conversions

Optimize your Website

• Clean site layout• Above the fold• Call to action (CTA)• Social validation• Promote sharing• Micro conversions & macro conversions

Agenda

• Optimize your website• Search • Analytics• Test & Iterate• Content

Information is powerful

http://www.youtube.com/watch?v=muOTv9hSJlg

Everyone is Searching

10:20amFamily Holidays

5:40pmOrganic Grocer3:45pm

Baby Names

9:30amBreathing Techniques

(After 8 seconds)

Your Customers Expect to Find You

Real Estate Matters

Control Your Message

Ad Extensions

Common AdWords Mistakes

• Poor keywords – too broad– no negative keywords

• Keywords/ads unrelated to landing pages• Poor choice of ad text• No conversion tracking• Uncompetitive bids (controlled by budget)

If in doubt, call 0800 169 0702

Agenda

• Optimize your website• Search • Analytics• Test & Iterate• Content

Google Analytics: Top Sources Report

Google Analytics: Avinash – ‘all traffic sources end to end’

Keyword 1Keyword 2Keyword 3

etc

Google Analytics: Landing Page Report

Landing Page 1Landing Page 2Landing Page 3

etc

Google Analytics: In Page Analytics*

Image from Avinash’s blog

Agenda

• Optimize your website• Search • Analytics• Test & Iterate• Content

Leap and Learn

Can it be improved?

Leap and Learn

Obama 2008: 6 of the 24 variants

The Winning Page

Agenda

• Optimize your website• Search • Analytics• Test & Iterate• Content

Social Media integrated with website

Agenda

• Optimize your website• Search • Analytics• Test & Iterate• Content

Resources• Google Webmaster Tools• Google Trends• Mobile: Howtogomo.com• Consumer barometer• Online Marketing Education: Learn with

Google• Google Analytics/Avinash Kaushik’s blog• Google support number: 0800 169 0702