Google Marketing Fundamentals for Marketing Managers
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Marketing Managers, get off to a flying start in 2015 with this full overview of how Google Webmaster Tools, Google Analytics, Google AdWords help you set up your Search Marketing Campaign. Learn the difference between the tools and how they're all slightly differerent an vital to your success.
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Google Marketing Fundamentals for Marketing Managers
- 1. Google Ad's for Marketing Managers Pay Per Click & Organic Search
- 4. Full Marketing Strategy Our Niche Google AdWords SEO TAILORED CONTENT WEBSITE Primary CASE STUDIES WHITE PAPERS BROCHURES SERVICE DESCRIPTIONS VIDEO CONTENT SOCIAL MEDIA DATABASE(S) ON-LINE inbound OFF-LINE outbound DIRECT MAIL ADVERTISING EXHIBITIONS REFERRALS NETWORKING TESTIMONIALS Visibility 24/7 EMAIL CAMPAIGNS Existing Customers New Customers
- 5. Google’s mission is to organize the world’s information and make it universally accessible and useful.
- 6. Google Search Results Google Ad’s Organic Result - With Site Extensions Page Fold Organic Results Google Maps Listings Google Reviews
- 8. • Submit & Manage your Sitemap • Site Performance • Discover Broken Links • Notifications of Penalties • Crawl Statistics
- 9. Google bots Spiders Crawl the web by following links looking for new and updated pages to be added to the Google Index • Google bot algorithm – Frequency of re-visit – How many pages are indexed • Google bot’s following links found – Within webpages – From the Sitemap – Previous Crawls – From other sites
- 10. Google Index A massive index of the Words the bots can read their Location Key Content – Page Titles – H1 Tags – Paragraph Content – Alt Attributes
- 12. Google Algorithm: Continuous Improvement
- 13. Summary Google Webmaster Tools - Your Websites Performance Google’s Bots - Crawl Webpages Google Index - Google Search Repository Google Results - The most relevant pages are shown
- 14. Website Statistical Information Platform • All Website Traffic • Traffic Source • User Activity • Conversions and Sales
- 15. How does Analytics work UA-11341628-27 + Javascript = User Data
- 16. UA data gathered – Session ID – Browser – Operating System – Time on page – Exit page – Device – Search Keywords – New Vs Old Visitors – Number of page viewed
- 17. Site Visitor Flow • Organic Traffic • Paid Traffic • Performed Site Search • Referral Traffic • Returning Users • Search Traffic • Sessions with Conversions • Sessions with Transactions • Single Session Users • Tablet & Desktop Traffic • Tablet Traffic
- 20. AdWords in Search Results Organic Results
- 21. Search Network Display Network Product Listing Ad’s
- 22. How Adwords Works a quick guide
- 23. How Adwords Works a quick guide 1. Keywords – Matched to Search Term Campaign Budget Location AdGroups Family Senior Fly-Drive Keywords Travel Holiday Vacation Flights - Russia
- 24. How Adwords Works a quick guide 2. Scores – AdCopy & Landing Page Relevance Relevance
- 25. How Adwords Works a quick guide 3. Location Filter
- 26. How Adwords Works a quick guide 4. £ - Bid Value How much you’re willing to bid on each Keyword
- 27. AdRank Calculation 5. AdRank Calculation £Bid + Relevance = AdRank PLA Text Organic
- 28. AdRank Calculation 1 2 3 4 5 6 7 8 Paid Ads Organic Results
- 30. Targeted Ads Display Ad Display Ad
- 32. Remarketing Ads
- 33. Remarketing Ads
- 34. How Ads are Shown Campaign Budget Location AdGroups Family Senior Fly-Drive Keywords Travel Holiday Vacation Flights - Russia Text Ad Display Ad PLA - Product Listing Ad Remarketing
- 36. 2015 – Mobile takes over Search • The High Street becomes a Showroom • The First search is on mobile • Our Trusted personal devices are ripe for Consistent tracking for remarketing
- 37. Last High Street Christmas
- 38. The best deals are online
- 39. BLACK FRIDAY
- 40. BLACK FRIDAY
- 41. Women's party wear November
- 42. Women's party wear over Black Friday weekend
- 43. Change is coming
- 45. Google’s mission is to organize the world’s information and make it universally accessible and useful.
Notas del editor
- Welcome to this presentation, the aim is to give an overview of how Google Advertising can help your business grow by attracting new customers and helping you connect with your Audience.
- My name is Iain Macaskill, I joined Front Page Advantage last summer, previously I was working as a Digital Account Manager looking after the development of the LV.com website CMS and before that I was employed as a Digital Project Manager running digital projects. I moved over to search after the Penguin update as I could see how Search had matured to become a key technical element in delivering success.
- Front Page Advantage is a Google Partner, we adhere to Google’s policy’s and invest in completing 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 off-line marketing channels that are still effective Down the left the new social channels, they work because 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 of content you’ll taylor with the messages your business will use to communicate And of course email marketing is still an effective method to stimulate sales. 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. And you can see where we fit in, in this niche we are carving for ourseleves as Google Partners, we will of course help you with all aspects of marketing, we have a wealth of backgrounds within the team and we’re happy to share our knowledge
- Keep this slide in mind during this presentation, Google own hundreds of Products each designed in their own way to help Google achieve their mission. Google’s founders, Larry Page & Sergey Brin are both Engineers and Google is very much an Engineering company. They love to employ algebra, statistics, formula and algorithms as the means to understand online behavior. And lets just remind ourselves of some of the features of the Google Search results page that make it so helpful
- This is a Google results page, there is no set format for the results page, Google will arrange this page based on what is most relevant to the person searching based on their profile. Google is constantly experimenting with new styles and layouts of Search Results page they are testing for the optimum design to deliver on their mission. Google maintains flexibility in how it delivers their results page as not all Searches have relevant Ads and some don’t have locations for Maps. 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, The search is CAR MOT Above the fold we have two Search Ads, Maps with locations and an organic results for the Government MOT website 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. This is a desktop search where people resist scrolling down, mobile is different, people scroll more easily and Google will continue to experiment with the layout of the results page on mobile so as they can achive their mission and maintain their position as the default choice in search on mobile,
- To perform in our niche the three core tools of Google Advertising are, Google AdWords, Google Analytics and Google Webmaster Tools. Google Webmaster Tools manages your websites relationship with Google, it confirms everything is working as it should and the site is performing well Google Analytics holds all the traffic data for your site Google AdWords is the platform for all of your Paid Search Campaigns, PPC, Display Ads Our success with Google is down to our capacity to use these tools in combination and understand how to read the data and create actions to produce a successful online marketing campaign Lets have a quick look at the three key tools before we take a deeper dive into Google Adwords.
- Google Webmaster Tools is the first step establishing your site with Google, with Webmaster tools you introduce your site to Google by submitting your Sitemap Slow loading websites lose customers, people will not wait for the site to load and this is where you find the stats on how well your Web hosting is performing. Webmaster tools is a great tool for finding broken links on your site so you can get them fixed quickly as broken links ruin customer experience Google Penalties are highlighted in webmaster tools, you can see if you’re being penalized and take corrective action to remove the penalties, -- now just to say, penalties where only issued to sites that invested in bad practice designed to cheat their way to the top of the results page, the penalties were issued as these sites where stopping Google from completing its mission. --- Insuring your site is regularly Crawled is critical to your success in Search. Google Webmaster tools provides all of the information you need to be confident Google is crawling your site. Now lets take a look at how Google Search works before we go into Paid Search.
- Okay so stage 1 in Google Search, Google sends out Google bots to crawl the web. They are a special type of Spider software, this is an old term from way back in the 90’s, it predates Google and refers to a software program that “Crawls the World Wide Web” by Following hyperlinks between pages. Think of Spider software like a Web Browser for a computer, the software sits browsing the web all day reading the content and following the links looking for fresh new content and revisited sites more frequent with regular changes. You’ll often hear people talk about the importance of ‘Linking’, Linking increases the likelihood of spiders visiting your site more regularly helping to boast your profile in the Google Index.
- Google bots are constantly crawling your site and when they find new or updated content they add it to the Google Index The Google index is a record of every word on the site and its location. Google records the position of words in the context of the page so they know where they come in the sentence. This enables contextual understanding of the webpage. The Key Content is recorded in separate fields as an aid to help Google conduct faster searches
- Google Search Algorithm is the computer program that gets our search results. The Search Algorithm reads our “search term” and checks the Google index to return the most relevant results to the user in an eighths of a second. Many people think Google checks the web to find Search results, it doesn’t, it checks its index which is why your site has to be optimized for the Search Engine to understand for it to do well in search. Google closely protects its Search Algorithm and actively blocks people from interfering in its mission to deliver the most relevant results. The Algorithm considers hundreds of factors in each search including many relating directly to the users profile, their age, gender, device, location and previous search history are all used in a bit to 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, Webmaster Tools confirms your site is being crawled and is performing well online 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 for relevance The most relevant page comes top of the Search Results Page So that’s Webmaster tools, lets move onto Analytics
- Google Analytics provides full statistical information for all traffic to yours site. A shop manager can see how many customers walking to their shop and gauge the quality of their foot fall. The shop floor report highlights how well each shop assistant is converting visitors into customers. Google Analytics is the ever watchful shop floor manager for your website monitoring every visitor and their interaction with every page And it can be connected with e-commerce platforms to give full conversion tracking to help you track and optimise every opportunity for a sale.
- Google Analytics is quite simple, it requires each webpage to include a javascript code snippet that includes the websites UA number. UA stands for Urchin Analytics, Google bought Urchin back in 2005 and the original developers of the Analytics platform. However, UA has come to be knows as User Analytics as it’s reports on the profile of the user visiting the site As the page loads the Google tracking snippet runs sending back key user profile data Google then records in your analytics account
- These are some of the items Google reports back in each time a users loads a webpage in their browser. Throughout the users session on your site visitors have a single ID with Google so they can be tracked as they move through the site This generates a wealth of data which can become over whelming but thankfully Google Analytics has a great toolset to help you understand these numbers
- The site visitor flow is a recent addition to Analytics that shows you when and where people are dropping off the site. This page is especially helpful when you are working on conversion tracking and looking for how evidence of improvements Segments can be added to the chart, I’ve listed how you can segment the flow below, its likely new users vs returning users will have different behaviors and equally reviewing the traffic with conversions and transactions will help you gain insights into how best to optimise your site. The analogy of the shop manager is still true and this a great tool for granting vision into shop floor activity for the website.
- However, the real skill with Analytics is in learning to see the wood for the trees, its vital to qualify traffic before measurement so change is established on the real figures and statistics generated by real customers. With the skills to interpret the data Google Analytics presents it’s a very powerful tool but for the under qualified it’s a confusing labyrinth of endless graphs and pie charts, experience in navigating Analytics is vital for your success
- The Third and most friendly of Google’s tools is Google Adwords,
- Google Advertising platform launched just over ten years ago and now with an annual advertising revenue in excess of 50 billion dollars… this number is helped greatly by the growing number of $200 per click adwords within the Lawyer and insurance sectors, but remember they are only paying these figures because Google Ads work The Ads here are Search Network Test Ads When people see an Ad they are actively looking for a product or service The Ads Google shows are true to Google Mission helping people find what they are looking for, Google will not show irrelevant Ads.
- Within the Google AdWords platform the three main types of Ad are Search Network Ads – these are shown in search results Display Network Ads – these are the ads you see on newspaper websites And Product Listing Ads – These are also shown in search results when products are searched for and a great help for ecommerce business
- 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,
- 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. This is a results page for Lego, the search term is relating directly to a boxed Lego product so it comes first as the PLA will most likely be most helpful to the person searching.
- While a search for a service like travel Agent is remember Google’s mission, ‘Helping people access what they are looking for’ Google know they need to deliver Quality or they’ll become the next Lyco’s
- Within Google AdWords we can also configure Google Display Ads. These are picture ads that are shown on websites with the aim of increasing brand awareness and grabbing the attention of people browsing the web. They are very similar to newspaper of magazine ad and are typically paid for for every thousand times they are shown.
- You can nominate the sites you want your Ads to be shown on, this is the Basingstoke Gazette with Ads for the local Hair dressers, its quite likely this hairdresser has nominated only two or three local sites that offer advertising space on the Google Display network You can also nominate key words and topics you would like your ad to appear beside, this means you can select the type of article
- Here we have a good example of targeting an Ad on content, the page is about car seats and the Michelin Ad related directly to car safety. Remember Google is feeding back on the users profile and it knows the keywords found on the page which enables Google to place Ads on pages with keywords you’ve selected.
- Try this when you return to the office, visit Big Dug .co.uk, click around add a few items to your basket and the leave the site
- Then open a website like the Basingstoke Gazette and you’ll see ads designed to remind you of your earlier desire to buy shelves. These remarketing campaigns are highly configurable and the statistics show they win customers back to the site as people don’t buy on first visit. Online shopping greatly empowers the online shopper as people feel safe and secure buying online.
- So to recap, all of the different Ad types are coming from your Google AdWords account and are triggered by keywords in the customers search. The remarketing ad is a special type of ad as it is triggered by Google Remembering a previous visit to the your site. You can configure the frequency the ad is seen
- So there you have it the 3 key tools and how they work together to help you compete online, I really have to talk about Christmas because we are witnessing the last high street Christmas.
- This is my personal prediction for 2015, its going to be all about mobile, the high street will increasingly become a showroom and our first port of call for any search will be our increasingly powerful mobile phones.
- Indeed this is be the last Christmas on the high street, people know there are better prices online and this is why the sites were crashing on Black Friday.
- shopping behaviors are changing as the deals online are better On Black Friday People were walking away from shops because they were finding better deals on their phones while waiting in line for the till.
- And in the US we can see growth back to 2012 predicting continued Ad Spend around this event over the next few years.
- There is a month long lead up to Black Friday as people were ready to spend ,this spike shows a 200% increase in volume Year on Year. That translated last year to 44% increase in retail search spend and this year into a 145% jump in spending from the norm over the day.
- So how are retailers reacting, well here we can see the the share of paid search traffic for the month of November, we can see a healthy spread across the competitors with Debenhams winning the majority of paid search traffic with 14.2%.
- However, on Black Friday, when the deals were flying the and the highest volume of sales were completed Debenhams were pushed out of Paid search by the more competitive Marks and Spencers. We can see diydress, musesdress and missguided have all targeted Black Friday and used there click budget on the day they expect the most convert the most sales.
- Google is very aware that it to could become the next online dinosaur and will stay true to its mission to stay ahead during the transition to mobile first.
- This is what the leading search engine looked like in 1998 when Google began to rise
- Googles success came from their missions and this carry’s through to today.
- We interpret the data within these 3 tools powerful tools to deliver a measured marketing campaign where you can see how your customers are finding your site and which pages are wining sales. Marketing with Google is about continuous improvement, its never complete as your customers are changing and the market place is evolving. We have invested to become Google Partners and we hope you will see the opportunity the Google Ads presents to help you connect with your audience online. La la la la – lets have some questions.