Early Childhood Program Marketing on Google

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Marketing for Early Childhood Programs on Google and Google AdWords

Text of Early Childhood Program Marketing on Google

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    The Secret to Giving More Tours and Enrolling More Families

    Google Marketing for Early

    Childhood Programs

  • 2011 Amiable Interactive

    Amiable Interactive Search Engine Marketing, Pay-Per-Click Management

    Pay-Per-Click Management: AdWords, Microsoft

    (Bing), Yahoo!, Facebook, LinkedIn

    Targeted Display Advertising

    Multi-Targeting Location, Contextual, Behavioral

    WordPress SEO

    What We Do:

  • 2011 Amiable Interactive

    Amiable Interactive Search Engine Marketing, Pay-Per-Click Management

    Focus on Ethical Marketing

    Data-Driven: Measurable Results

    Google Analytics Performance Marketing

    Our Mission:

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Nice to Meet You!

    Only on search engines can you find exactly the people who are looking for you, at exactly the moment they want to spend money. Source: PPC Pricing, Amiable Interactive

  • An estimated 7 million searches for

    preschools and day cares happen every

    day on Google.

  • 2011 Amiable Interactive

    Amiable Interactive Search Engine Marketing, Pay-Per-Click Management

    thats Great Power to reach whos looking for you!

  • 2011 Amiable Interactive

    Amiable Interactive Search Engine Marketing, Pay-Per-Click Management

    With Great Power comes Great

    Responsibility, So The Question Is:

  • 2011 Amiable Interactive

    Amiable Interactive Search Engine Marketing, Pay-Per-Click Management

    Are you there?

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    What Well Cover

    Top 5 Ways to get a School or Daycare on

    Google

    Online Tactics used by Larger Franchises

    How to Design Your Online Marketing for

    Long Term and Short Term Results

    Question and Answer Period

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    E. St. Elmo Lewis AIDA Sales Funnel

    1898 Personal Selling Tool

    US Life Insurance Market

    How do people become motivated to act on a purchase based on external stimuli from sales representatives?

    Image Source: ProvenModels.com

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    The Perception Funnel

    Like a funnel:

    The more you add to the top the more you take from the bottom

    Unaware

    Neutral

    Positive Perception

    Consideration

    Choice

    Enchantment

    Brand Advocacy

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    How do we influence perception?

    Address your audience where theyre at

    Solve problems

    Give and receive

    Unaware

    Neutral

    Positive Perception

    Consideration

    Choice

    Enchantment

    Brand Advocacy

    Info

    -Se

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  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Top 5 Ways to Get a School or

    Daycare on Google

    Find the parents who are already looking for you.

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Anatomy of a Google SERP

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Search Results Scanning Habits

    F Pattern

    First result not always best

    Video on YouTube

    Source: Miratech white paper, Google ads in second position get more attention.

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Advantage of Prominent Listings

    Over 70% of clicks go to first 2 search results

    Click distribution drop off sharper than eye scanning

    Less dramatic studies: 35-57% for first result, 12-22% for second

    Source: LA Granka, T Joachims, G Gay. Eye-tracking analysis of user behavior in WWW search, Cornell.edu.

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    A Second Look: Where Are You?

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Organic Web Results Start on Page Two

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    The Top 5, An Overview

    Method Phases Addressed

    Timeframe Local DIY?

    Local and Vertical Directories

    Shopper Short Yes

    Google Places SEO Shopper Long Possible, with Guidance

    Traditional Website SEO Shopper Long Possible, with Guidance

    Google AdWords Express Shopper Short Dangerous

    Google AdWords Info-Seeker, Shopper

    Short Dangerous

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Local and Vertical Directories

    Yelp, CitySearch, InsiderPages.com

    YellowPages.com, SuperPages.com, YellowBook.com

    Yahoo! Local

    Savvy Source, Angies List, Judys Book

    GreatSchools.com, Care.com

    Craigslist, Local Newspapers

    Local blogs and parenting guides

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Niche Local Directories Factor In

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Local SEO Ranking Factors

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Google Places/Local SEO: The Nitty Gritty

    Claim your listing!

    o Use main keyword and location in your name: Not La Petite Academy

    Instead La Petite Academy Preschool, Newark NJ

    o Keep your N.A.P. (Name Address Phone) consistent across all citations

    Three Most Important Ranking Factors:

    o Categories Chosen Choose Carefully!

    o Citations

    o Reviews Use Social Media, Collaboration Tools

    Three Most Important Marketing Factors:

    o Pictures

    o Reviews

    o Link to Website, preferably with Offer

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Google Places/Local SEO: More On Citations

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Traditional SEO

    Strategic Planning

    o Informed choices regarding keywords and geo-location terms

    o Competitive research, keyword volume research, conversion research

    On-Site Factors

    o Title tag

    o URL

    o Internal link structure

    o Consistant NAP on site footer, contact page

    Off-Site Factors

    o Links to consistent business name, important keywords

    o Links from trusted local authorities and directories (Chamber of Commerce, community groups, local charities, blogs, directories)

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Step One: Planning Step Two: Execution

    NAP

    Keywords

    On-Site Keyword

    Use

    Off-Site Citations & Directories

    Google Places Name & Categories

    Off-Site Links

    Google Places

    Website

    Directories

    Planning is Crucial!

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    AdWords Pay-Per-Click Listings

    Pay for listings rather than hope & pray

    Large amount of screen real estate

    Extensions: Sitelinks

    Reviews

    Phone Number

    Maps

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    AdWords & AdWords Express

    AdWords Express AdWords

    Can choose only category Choose keywords group intelligently

    Can set budget per day Can bid on specific keywords and keyword groups according to importance

    Write ads to category Write ads to specific keywords and keyword groups to maximize relevance

    Cannot optimize Quality Score Optimize and increase Quality Score CTR through keyword groupings and ad text optimization

    Pay higher costs per click than AdWords advertisers

    With solid optimization, pay lower costs per click than both AdWords Express advertisers and other AdWords advertisers

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Dont Pay a Premium for your Clicks!

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Tactics Used by Larger Franchises

  • Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive

    Push vs. Pull in the Perception Funnel

    St. Elmo Lewis: Push

    Information Age: Pull

    Where do parents control the process?

    Unaware

    Neutral

    Positive Perception

    Consideration

    Choice

    Enchantment

    Brand Advocacy

    Info

    -Se

    eke

    r

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  • Amiable Interactive Search Engine Marketing, Pay