Date post: | 21-Apr-2017 |
Category: |
Marketing |
Upload: | ned-poulter |
View: | 79 times |
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VISITwww.polestardigital.com
CALL+447887851818
FOLLOW@nedpoulter
SEO & PAID SOCIAL MEDIA: TOP TIPS & TOOLS
A: DO YOU HAVE A STORY TO TELL?*
(*answering a question with another question is an annoying politician thing
to do. Sorry.)
MENTION TRACKING
SETUP ALERTS FOR:
§ BRAND NAMES (+ VARIATIONS/MISSPELLINGS)§ WEBSITE URLS§ PRODUCT NAMES (+ VARIATIONS/MISSPELLINGS)§ SENIOR EMPLOYEE NAMES§ SERVICE-BASED KEYWORD
FREE!
AND / OR
VISIT: http://bit.ly/1QSRKuG
IMAGE TRACKING
SETUP TRACKING FOR:
§ BRAND LOGO§ PRODUCT IMAGES (nice tip for eCommerce
clients with their own product photos)
300 ‘CREDITS’ FREE!
VISIT: http://bit.ly/1NnxlNe
INJECT USING JSON-linkedData ON SEARCH RESULTS
§ BRAND LOGO§ SOCIAL PROFILES§ TELEPHONE NUMBERS§ PERSON§ SERP SEARCH BOX§ MUSIC EVENT LOCATION§ PRODUCT REVIEWS
CHECK OUT:THIS PRESENTATION http://bit.ly/1Xx7XIVTHIS CHEAT SHEET http://bit.ly/1Lsf9FB
BUILD AN AUDIENCE WITH THOSE THAT HAVE INTERACTED WITH
YOUR ADS + ADAPT MESSAGING + RESERVE THEM ADS
TOP TIPS: CUSTOM AUDIENCES
EMAIL UPLOAD1. Enhance your email marketing2. Reach the users who never open your emails3. Turn trial-ers into customers
TOP TIPS: CUSTOM AUDIENCES
REMARKETING WEBSITE VISITORS1. Encourage users back to your site if they didn’t complete an enquiry2. Upsell to your existing customers
COMBINE GOOGLE AUDIENCE INSIGHTS + FACEBOOK AUDIENCE INSIGHTS
TIP: CROSS COMPARE ADWORDS CAMPAIGN DEMOGRAPHICS. COMPARE DEMOGRAPHICS, DEVICE USAGE … MORE!
REMEMBER! TOO MUCH DATA CAN BE A BAD THING…
There is a lot of data available in Facebook Audience Insights...
• Age and Gender• Lifestyle• Relationship Status• Education Level• Job Title• Pages Liked• Location and Language• Activity on Facebook• Devices Used to Access Facebook• Household Income• Home Ownership• Household Size• Home Market Value• Spending Methods• ... Etc etc etc!
MAKING SENSE OF IT IS THE HARD PART!
ADVANCED WEBSITE CUSTOM AUDIENCES + CUSTOM COMBINATIONS!
BASED ON THOSE THAT INTERACTED WITH YOUR FORMS
ADVANCED WEBSITE CUSTOM AUDIENCES + CUSTOM COMBINATIONS!
BASED ON THOSE THAT INTERACTED WITH YOUR CANVAS
YOU CAN CREATE LOOK-A-LIKE AUDIENCES FOR THE FOLLOWING
• Page Fans• Email Lists• Current/Previous Customers• Website Custom Audiences• App Activity• Engagement (Video/App/Posts etc)• Conversions/Standard Events
THERE ARE LOADS OF POSSIBILITIES!
INTELLIGENCE-BASED FACEBOOK REMARKETING
SETUP REMARKETING BASED ON ACTION FOR:
§ INCLUDE WEBSITE VISITORS (REMARKETING)
§ INDIVIDUALS WHO HAVE VISITED THE SITE BUT HAVEN’T SIGNED UP/PURCHASED
§ EXCLUDE PEOLE WHO’VE REACHED THE BASKET/SIGN-UP PAGE (CUSTOM CONVERSION)
ADD COMMONLY USED: DASHBOARDS + CUSTOM REPORTS + CUSTOM SEGMENTS TO GA
§ Site Performance§ Audience Snapshot§ AdWords Performance§ eCommerce Dashboard
DASHBOARDS1.
CUSTOM REPORTS2.
CUSTOM SEGMENTS3.
§ SEO Insights (Not Provided)
§ 404 Tracker§ PPC Keyword/Matched
Query Report§ Acquisition: Visit and
Goal Conversion by Traffic Source
§ Enhanced Ecommerce Segments
§ Occam’s Razor Awesomeness
THANKS TO:
AWARENESS
Display Ads
Gmail Ads
YouTube In-Display
YouTube In-Stream
Dynamic Search
AdsLinkedIn
Ads
Facebook Ads
Twitter Ads
Instagram Ads
Bing Native Ads
CONSIDERATION
Brand Bidding (PPC)
Competitor Bidding (PPC)
Vouchers / Reviews
Remarketing
Seller Ratings
RLSA
Landing Pages
Affinity Audiences
YouTube Remarketing
Dynamic Remarketing
Bing Native
Local Inventory Ads
CONVERSION
Bing Search Ads (PPC)
Google Search Ads
(PPC)
In-Market Audiences
Remarketing
RLSA
Amazon Ads
YouTube Shopping
Ads
Bing Shopping
Google Shopping
Facebook Shopping
Ads
Local Inventory Ads
In-Market Audiences
LOYALTY
Bing Search Ads (PPC)
Google Search Ads
(PPC)
Customer Match
Remarketing
RLSA
Gmail Ads
Facebook Ads
Twitter Ads