June delivers a fast paced, 50 minute whistle stop tour starting with the birth of the Internet, whizzing through browser development, the job of search engines, the launch of Google, its growth in the UK, its fans & detractors, an overview of its product range and finishes with a step by step guide of how to use Google AdWords & Analytics, showing how businesses of all sizes & sectors can harness the power of the world’s biggest brand. And other stuff along the way.....

19. “organize all the world’s information and make it universally accessible”

45. What does Google like….. Keyword rich, regularly updated content that delights the user & delivers what is searched for.

47. Google considers….. Your domain name The age of your site The number of pages in your site Keywords in page titles/descriptions Inbound links from reputable sites Unique content on your site Frequency of your content change Strong internal links and……….

49. Google doesn’t like….. Keyword ‘stuffing’ Blackhatting - invisible text, cloaking, doorway pages Broken links Duplicate content Flash without an HTML version Slow page load

51. How many pages did they view

52. Which pages did they look at

53. How long did they stay

54. Where are they located

55. Which keyword attracted them

56. Which site referred them

57. Are they new to your site

62. Free traffic/inbound links http://www.the-free-directory.co.uk/ http://www.freeindex.co.uk/ http://www.wwwi.co.uk/ http://www.uksmallbusinessdirectory.co.uk/ http://www.internet-heaven.co.uk/stuff/add.php http://www.scoot.co.uk/advertise/free-listing.html http://www.yelldirect.com/internetadvertising/ http://www.businessmagnet.co.uk/ http://www.freeadvertising-business.co.uk/

63. Would you like to appear on Page 1 of Google when people search for your product/service in your specific area?

65. Local Listing/Google Places/Maps http://www.google.com/local/add

67. Name Address Telephone numbers Email address Web address Map

68. 200 character description Images Multiple categories Videos Opening times Coupons Reviews

71. But in 2011 what Google loves more than anything else………is……

72. Social Media

74. What did Google love? Keyword rich, regularly updated content that delights the user & delivers what is searched for.

75. Google also considers….. Your domain name The age of your site The number of pages in your site Keywords in your page title tags Inbound links from reputable sites Unique content on your site Frequency of your content change Site accessibility Strong internal links

77. Tone of voice

78. Find followers/friends/disciples/advocates

79. Share information

80. Interact with others

81. Grow your audience

82. Share information

83. Interact with others

86. Your customers see your ad when theysearch Your ad reaches users at the moment they demonstrate interest

89. IMMEDIATE TARGETED MEASURABLE ACCESSIBLE

91. Keywords Be highly specific Ask your Nan Plurals Misspellings

94. Ad Text (35 character limit)

96. Timing Be seen in 15 minutes Stop immediately Constantly improve performance Exploit events & industry news Weekdays only

98. What will I have to pay per click? To be seen costs nothing, you only pay when a user clicks on your ad and visits your site. 1) How broad is your keyword? 2) How competitive is your market? 3) How relevant is your Holy Trinity?

99. Basic Definition: CTR Clicks Impressions = CTR (expressed as %) CTR: clickthrough rate Impression:The appearance of your ad on Google

100. CTR Examples 20 clicks 1000 impressions Example Advertiser A: = 0.02 = 2% 6 clicks 100 impressions Example Advertiser B: = 0.06 = 6% CTR is how Google measures relevance

103. IMMEDIATE TARGETED MEASURABLE ACCESSIBLE But is it COST EFFECTIVE?

104. Last year we spent £450,000of our clients’ hard earned cash ….. …and turned it into £9,900,000of new business for them

108. £7,404 investment in AdWords Increase revenue by reinvesting profit 49p CPC ≥ 15,110 clicks 3.01% conversion rate = 455 sales Average sale = £420 £7.4k investment - £191k in sales Reinvest profits, increase budget Case Study – Beauty sector

109. £31,495 investment in AdWords Increase revenue by reinvesting profit £3.50 CPC ≥ 8,998 clicks 0.61% conversion rate = 55 sales Average sale = £9,000 £31.5k investment - £495k in sales Reinvest profits, increase budget Case Study – Leisure sector

110. £6,244 investment in AdWords Increase revenue by reinvesting profit £17.41 CPC ≥ 358 clicks 1.1% conversion rate = 4 sales Average sale = £47,000 £6.2k investment - £188k in sales Reinvest profits, increase budget Case Study – Law sector

114. Benchmarking is essential

115. Set a realistic budget

116. Research your rivals

117. Use the keyword tool

118. Get on Linked In

119. Play with GoogleMaps

120. Upskill or find a champion

121. Do something new today