Managing an Online Presence

Web design, Online Marketing and Insight

What we’re talking about ▷ Web Design: The Landing Page▷ Google Adwords ▷ Mobile Marketing▷ Bing Ads▷ Social Networks▷ Pay Per Click▷ Remarketing▷ Search Engine Optimization▷ Google Analytics

Key termsLanding Page : page implemented to create web conversions

Click Through: a type of landing page leading users to a specific area on

the site

Lead Generation: a type of landing page that is utilized to gain consumer

information

Web Design: utilizing responsiveness and accuracy to deliver the optimal

browsing experience

Conversions: when a recipient of a targeted audience commits a desired

action

PPC: Pay per click

Web designResponsiveness

“When designing a responsive site, you have to remember what devices your users will be using- smartphones, tablets, desktops, laptops- to access your information”Accuracy

“...acknowledge how often consumers are using your site and for what purpose”

Why is it important?

Data CollectionPersonalization

“Web design: the landing page

a standalone page that is extremely distinctive from the rest of your

site...positioned for a single objective

CLICK THROUGH

LEADGENERATION

2 Designs

Click through landing pages

Persuade users to click

E-Commerce

→ Shopping Carts

→ Registration

Lead generation"capture user data that can be utilized in the future to obtain a better position in the

market”

- identifies what information is being requested

- identifies what the user receives in return

➔ Ebook or whitepaper➔ Webinar registration➔ Consultation for professional services➔ Discount coupon/voucher➔ Contest entry➔ Free trial➔ A physical gift (via direct mail)➔ Notification of a future product launch

Anatomy of a landing page

1. Unique Selling Proposition (USP)

2. “The Hero Shot”3. The Benefits4. Social Proof5. Conversion Goal:

Call-to-Action

Conversion Rates

Why should my business use landing pages?

Landing page optimization

1. Ensure the primary headline of your landing page matches the ad visitors clicked

to get there.

2. Make your call to action (CTA) big and position it above the fold.

3. Use directional cues to direct attention to your CTA (arrows or photos/videos of

people looking or pointing at your button).

4. For lead gen forms where the CTA is below the fold (e.g. due to a long form) –

make the directional cue point down the page to the button.

5. A landing page should have a single purpose and thus a single focused message.

For more...Landing Page Testing

When is a landing page useful?

Why marketers use it

Marketers use PPC advertising (adwords) because it is an effective way of directing potential customers who are looking for your specific product to your site.

Words to know Keywords - words that trigger ads

Negative Keywords - Words that stop ads from being triggered

CPC - Cost per Click

CTR - Click through rate

BR - Bounce Rate

Impression - amount of people who see your ad

Organic vs Paid

Quality score - a score given to an ad based on keyword relevance and landing page relevance

Account structure

Account ( Billy boys sports wear)

Campaign (shoes) Campaign (bikes)

Ad group (running shoes)

Ad group (hiking shoes)

Ad group (tandem bike)

Ad group (banana bike)

Ad Ad Ad Ad Ad Ad Ad Ad

Types of ads

Search Network

▷ Text Ads ▷ Mobile Ads▷ Product listings

Display network

▷ Image▷ App ▷ Video Ads

○ Youtube ■ Banners ■ Trueview ■ Home page

masthead

Types of search network ads

Types of Display Ads

How search ads work

▷ Create an ad campaign▷ Create an ad with keywords ▷ Set keyword bids ▷ When someone searches using your keyword

google will run an auction for ad position based on bid and quality score

▷ Your ad is displayed

➔ 90% of shoppers use their phones for pre shopping activities

➔ 84% of shoppers use their phone while in stores

➔ 53% Make price comparison ➔ 83% of shoppers use search engines when

browsing product info in-store➔ Mobile Marketing video

Mobile Marketing

Re-marketing

▷ A strategy to re-target past visitors (potential clients)

▷ can be a very effective way to increase conversions

Understanding Re-marketing

Best Practices

▷ Be as specific as you can ▷ Test ads - for the first 2 weeks use the

maximize clicks bid strategy to generate a base line

▷ If ads reach daily budget every day raise budget

▷ Google tips for improving performance

bing

Benefits of bing

Benefits of bing

▷ Reach new markets ▷ Less expensive than google▷ Partners

Social Networks

Social Networks

58% of marketers who have implemented social media have seen an increase in sales

- Understand who your consumers are

- different networks for different audiences

- Align content posted online with your brand image

Why marketers use FacebookOpportunity

- 1.3 billion active users to date, with multiple sign in’s a day - “Most online advertising reaches only 38% of its intended audience. Facebook’s

average is 89%”

Facebook Ads

- users have implemented key personal information within system- marketers can become extremely specific with its promotion

Facebook Offers Ads Create ToolBoosted Posts

Why marketers use LinkedIn

▷ 200 million active users in over 200 countries and territories

▷ Upper Level Networking▷ Promotes Talent & Marketing Solutions

Why marketers use Twitter▷ Social Profiling

▷ Observation

▷ Connection

What is it

Search engine Optimization - “the process of affecting the visibility of a website or a web page in a search engines organic search results”

- Wikipedia

Benefits of SEO

▷ Higher organic search results placement

▷ FREE ▷ More genuine than PPC ads

How its done

▷ Create a sitemap ▷ Submit sitemap to google webmaster

tools ▷ Edit “back end” titles and other meta

tags for better search results ▷ Improve URL’s based on keywords

“ "Web analytics is the measurement, collection, analysis and reporting of internet data…

.... for purposes of understanding and optimizing…”

http://en.wikipedia.org/wiki/Web_analytics

Google Analytics

What is it

▷ Free google service available for any website (except some web builders limit functions)

▷ Used by companies to monitor user interactions and acquisition

Why is it important

Awareness test

Why its important

Data on its own is worthless but measuring and acting upon the

insight that is created is priceless

Measure Learn Tweak

Data Analysis Information Insight

How it works

▷ Have a developer place an identifier code generated by google on your page

<script>

(function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){

(i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o),

m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m)

})(window,document,'script','//www.google-analytics.com/analytics.js','ga');

ga('create', 'UA-57536188-1', 'auto');

ga('send', 'pageview');

</script>

Identification number

How it works ▷ Code sends data to google ▷ google collects and analyzes the data▷ Non-personally identifiable information is

sent back to your analytics portal▷ your mind is blown by the amount of data

Words to know

Conversions

KPI= key performance indicators

Dimensions - source of the data

Metrics - user actions

Sessions

Bounce vs Exit

What you can measure

▷ Real time data ▷ Audience ▷ Acquisition ▷ Behavior ▷ Conversions

“Measuring the right data

“Remember metrics are somewhat relative depending on what you are trying to

accomplish. Figure out what your most important metric for growth is and focus on

that. Don’t listen to or judge yourself on other people”

- Growth Hacker Marketing

Monitoring Growth ▷ Watch for high volume organic referrals

○ means people are either sharing your site or a

web site with higher traffic is referring people to your site

▷ Watch where paid referrals are coming from○ Make sure paid referrals don't have a high

bounce rate○ always be tweeking

Questions?