Google Marketing Fundamentals for Marketing Managers

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Google Ad's for Marketing Managers Pay Per Click & Organic Search

Our Niche

Google AdWords

TAILORED CONTENT

WEBSITEPrimary

CASE STUDIES

WHITE PAPERS

BROCHURESSERVICE

DESCRIPTIONSVIDEO

CONTENT

SOCIAL MEDIA

DATABASE(S)

Full Marketing Strategy

ON-LINEinbound

OFF-LINEoutbound

DIRECT MAIL

ADVERTISING

EXHIBITIONS

REFERRALS

NETWORKING

TESTIMONIALS

Visibility 24/7

EMAIL CAMPAIGNS

Existing Customers New Customers

Google’s mission is to organize the world’s information and make it universally accessible and useful.

Google Search Results

Google Ad’s

Organic Result- With Site Extensions

Organic Results

Google Maps Listings

Google Reviews

Page Fold

• Submit & Manage your Sitemap

• Site Performance

• Discover Broken Links

• Notifications of Penalties

• Crawl Statistics

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

Google Index

A massive index of the Words the bots can read their Location

Key Content

– Page Titles

– H1 Tags

– Paragraph Content

– Alt Attributes

Google Search Algorithm

Google Algorithm: Continuous Improvement

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

Website Statistical Information Platform

• All Website Traffic

• Traffic Source

• User Activity

• Conversions and Sales

How does Analytics work

UA-11341628-27 + Javascript = User Data

UA data gathered

– Session ID– Browser– Operating System– Time on page – Exit page

– Device – Search Keywords – New Vs Old Visitors– Number of page viewed

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

Interpreting Analytics

AdWords in Search Results

Organic Results

Search Network Display Network Product Listing Ad’s

How Adwords Worksa quick guide

1. Keywords – Matched to Search Term

Campaign

Budget

Location

AdGroups

Family

Senior

Fly-Drive

Keywords

Travel HolidayVacationFlights

- Russia

2. Scores – AdCopy & Landing Page Relevance

Relevance

3. Location Filter

4. £ - Bid Value

How much you’re willing to bid on each Keyword

AdRank Calculation

5. AdRank Calculation

£Bid + Relevance = AdRank

Organic

AdRank Calculation

Organic Results

Paid Ads

Display Network Ads

Targeted Ads

Display Ad

Targeted on Content

Remarketing Ads

How Ads are Shown

Campaign

Budget

Location

AdGroups

Family

Senior

Fly-Drive

Keywords

Travel HolidayVacationFlights

- Russia

Text Ad

Display Ad

PLA - Product Listing Ad

Remarketing

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

Last High Street Christmas

The best deals are online

BLACK FRIDAY

Women's party wear November

Women's party wear over Black Friday weekend

Change is coming

Google’s mission is to organize the world’s information and make it universally accessible and useful.