Search marketing 1 hour talk

Darren Taylor – Search Marketing Trainer Twitter - @theppcwizard

Search Engine Marketing

Principles & Developments

• Darren Taylor – Search Marketing Trainer • Twitter - @theppcwizard

Agenda• Search Marketing Landscape Overview• PPC Marketing Overview• PPC best practice• New Developments in PPC

• SEO Marketing Overview• Google Algorithm• SEO Best Practice

• Mobile Search

• Summary


Search Marketing Landscape• 52,000 Google searches are performed a second

• Google made $59bn from AdWords in 2014

• More searches take place on mobile devices than desktop as of 2015

• Over 50 billion web pages are currently indexed on Google

• 64% of all website traffic comes from Google organic search

• 1.5 million business have generated revenue via AdWords


PPC Marketing Overview


What is PPC?• Pay Per Click Advertising allows you to bid on keywords

that people are searching to display relevant adverts to them in an auction on Google searches

• When your ad is shown, you only pay when the person searching clicks the ad through to your website

• The order that ads are shown is dependant on how much you bid. The winner of the keyword auction appears in the top position


Search Results Page

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Google AdWords


What Makes a Good Campaign?

• Good Structure – Group your keywords into relevant AdGroups

• Write ads that contain your keywords to keep it relevant

• Research keywords using the Google Keyword Planner

Relevancy is King!


Google Keyword Planner• Allows you to discover relevant keywords in your

campaign

• Shows you the estimated search volumes

• https://adwords.google.co.uk/KeywordPlanner


So, What Makes a Good PPC Ad?


What Makes a Good PPC Ad?

• Strong call to action! The person should know what they need to do when they click through

• Highlight USP’s, Offers and Deals

• Highlight pricing if it is competitive

• Avoid choice fatigue…


Ad Choice Fatigue


PPC Search Summary• Relevancy is key

• Make sure your ads are related to your keywords and website content

• Always plan your campaigns using the Google Keyword Planner


Display Advertising


What is Display Advertising• Display advertising allows you to show banner ads across

websites in the Google Display Network

• Ads can be targeted by interests, demographics and specific sites

• Ad placements can be found using the Google Display Planner


Google Display Network• Over 2 million websites worldwide

• Reaches 90% of internet users

• Googles highest revenue driving product


Why Display Advertising?• Builds strong brand awareness

• Can improve click through rates in search campaigns

• Allows for massive reach at a lower cost


Remarketing


What is Remarketing?

• Remarketing is a display ad method that allows you to serve banner ads to previous visitors of your website

• Your ads will appear on other websites across the web that are opted in to display ad exchanges

• When the ad is clicked, users will be taken back to your website


Why Remarketing?• On average 70% of Website users do not perform a

conversion action on their first visit


Why Remarketing?• Visitors who go to a website via remarketing are 60%

more likely to convert

• Remarketing improves ROI based on increased touchpoints

• Increased brand awareness


How Does it Work?• Remarketing creates lists of previous users of your website

based on different actions

• Users are tagged with a “cookie” (a small text file that attaches to the users web browser)

• The cookie instructs Google to serve ads to the user based on the list criteria


What Makes a Good Ad?Best performing display ads:

• Have a “call to action” button

• Avoid “white space” utilise the whole banner area

• Animate the banner. If frames change, users notice it more

• Ensure the ad has a border, even if it’s faint

• Make sure text is readable and don’t use too much text


New PPC Developments


Customer Match


Customer Match• If your customers have to register/complete a form

including their email address you can upload all Gmail addresses to AdWords

• Customer match allows you to tailor ads and bids based on previous customers which Gmail accounts

• Released by Google 2 months ago


Gmail Ads• Allows you to create ads that look like emails that appear

in Gmail accounts


Gmail Ads• When clicked, they open like an HTML email would, with a

link to your website


Search Engine Optimisation

(SEO)


What is SEO?

SEO is optimising your website to improve discoverability in natural search engine

results


On Page SEOOn page SEO relates to changing specific elements of your content to optimise for specific keyword searches

To optimise for on page SEO you need to edit

• Title Tags• Meta Description• Headings• Text Content


On Page SEO

Title Tag Appears as the clickable link in the search results page. It is important to include the keyword you wish to optimise here

Meta DescriptionShown as the descriptive text underneath the title. It should describe the page content and contain the keyword you wish to optimise


On Page SEOHeadingsHeadings (referred to as H1 tags in the HTML) need to contain the target keyword

ContentThe content on a page should ideally contain at least 300 words. The target keyword should also be mentioned in content


Off page SEO• Off Page SEO is generating backlinks to your website

• Google see’s a link to your website as a vote of confidence in your content

• Links are the most important factor in SEO


Off page SEOThe best way to generate backlinks is to create excellent and helpful content that people are happy sharing via social media channels and linking to from their website


Not All Links Are Created EqualA link is a “vote” for your content but the higher

the domain authority the better the link

Which is a more valuable link?

A link from an article on www.bbc.co.uk

A link from an article on www.uk-daily-news.com

http://www.bbc.co.uk/

http://www.uk-daily-news.com/


Not All Links Are Created EqualLinks from low authority or spam, sex and

gambling websites can hurt your website performance on Google!

Part of an SEOs job is auditing inbound website links


Old SEO Techniques

People used to be able to spam Google to get their website to position 1 in organic search by:

• Generating thousands of links to their site via “link farms”

• Adding multiple instances of keywords in a font colour the same as the background colour

• Cloaking a website so Google thinks the content says one thing, then the site redirects to different content

This is referred to as Black Hat SEO



Google Algorithm Updates

Google created 2 algorithms to combat black hat SEO

Google PenguinDesigned to punish websites with unnatural links (Link spam)

Google PandaPunishes websites with thin, duplicated or over optimised content

This encourages White Hat SEO


White Hat SEO (Best Practice)

• Content rich websites

• Natural backlinks acquired though the quality of your content

• Relevant backlinks

• Optimise titles, descriptions and headings with target keyword

• Don’t “keyword stuff” your content


Mobile Search


Mobile Search

“You don't just need a mobile website. You now need a fast, mobile, multi-device friendly, integrated, multi-

channel presence"


Mobile Search Stats

• More searches take place on mobile devices than desktop as of 2015

• 94% of smartphone users perform local information searches

• Mobile now makes up 51% of all media consumption

• Mobile search still generates lower e-commerce conversion rates than desktop

• 80% of internet users own a smartphone

• 73% “research searches” come from mobile devices


Mobile Search

• Mobile is changing the digital landscape

• People can now access information and make major purchases anywhere via a smartphone

• Marketers need to take this into consideration and form a mobile strategy


Making The Most of Mobile

• Ensure website is built “responsive”

• Utilise “click to call” on telephone numbers

Make sure the website layout takes mobile into consideration

• Users tap, and don’t have the same precision as a click

• Ensure “tap targets” are not too close together

• Make sure you don’t have content that relies on “hovering” mobile users cannot hover


Putting it all Together



Attribution

Organic Search, PPC, display, remarketing, mobile are all potential touchpoints

How do we know what’s working?


Attribution

• Attribution is a process of measuring cross channel performance

• Attribution across different devices is the biggest challenge in digital marketing today

• Analytics packages provide attribution models


Summary

• Search marketing is exciting and always changing

• Its important to see where search fits within overall marketing objectives

• Utilise both PPC and SEO to reach your KPI’s

• Always ensure mobile is part of your strategy

• Remarketing works!

• Google rules the roost


Thanks For Listening

Questions?