www.impression.co.uk/uon-april/
Strategic Digital Marketing:How to grow your business online
www.impression.co.uk/uon-april/
www.impression.co.uk/uon-april/
@impressiontalk
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Who we are
Impression is an award winning digital agency that takes a scientific approach with a creative edge
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www.impression.co.uk/uon-april/
What we doWe help businesses just like yours to make more money by
generating new leads and making more profitable online sales.
S E O
C O N T E N T
P P C
C R O
P R
W E B
www.impression.co.uk/uon-april/
www.impression.co.uk/uon-april/
Today’s Agenda:9:15-10:00 - Your Digital Opportunity
10:00-10:45 - The Value of Technical SEO10:45-11:00 - Break
11:00-11:45 - Profitable Investment in PPC11:45-12:00 - Questions
12:00 - Lunch and networking
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www.impression.co.uk/uon-april/
Our Speakers:Laura Hampton: Digital Marketing Manager
Aaron Dicks: Managing DirectorLiam Wade: PPC Manager
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www.impression.co.uk/uon-april/
Laura Hampton:Strategic Digital
Marketing
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www.impression.co.uk/uon-april/
We need to be strategic in our
approach...
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www.impression.co.uk/uon-april/
5 things all businesses can do to ensure they get
the most out of their digital opportunity
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www.impression.co.uk/uon-april/
Successful marketing is born of clear data and
an inquisitive mind
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www.impression.co.uk/uon-april/
#1: Start gathering and analysing your
data
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What other sources of data do
we have?
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www.impression.co.uk/uon-april/
CRM Sales Team
CS team
Social media
Surveys
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Ask:- Do people visit our website?- Where do they come from?
- What do they look at?- Do they convert?
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www.impression.co.uk/uon-april/
All marketing must begin with
an understanding of our audience
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Ask:- Who visits our website?- What are their needs?
- How can we help them?- How well does our website
appeal to them?
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We can only know how well we’re doing when we know where
we’re trying to go
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- Lead generation = thank you pages- Awareness = traffic and rankings
- Sales = conversions- Engagement = time on site, pages per visit
- Also consider softer conversions
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What’s the value of a website visitor?
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- What’s the ASP?- What’s your conversion rate?
- How many visits do you therefore need for one sale?
- ASP / number of visits = value of a visit
<< Inform our budgeting decisions! >>
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www.impression.co.uk/uon-april/
ASP = £50Conversion rate = 3%
We need 33 visitors to get one sale (100/3)Each visitor is worth £1.51 (50/33)
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www.impression.co.uk/uon-april/
Digital marketing provides a level
playing field… but only when we know the
other players
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www.impression.co.uk/uon-april/
- Who outranks you?- Who’s bidding against you?
- What are they doing?- What can we learn?
- How can we be better?
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www.impression.co.uk/uon-april/
Bonus Tip:2 minute channel
overview...
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www.impression.co.uk/uon-april/
5 things all businesses can do to ensure they get the most out of their digital opportunity
#1: Gather data#2: Know your audience
#3: Set clear goals#4: Know your marketplace#5 Measure, analyse, refine
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www.impression.co.uk/uon-april/
Next up…Aaron Dicks on the increasing value of
technical SEO
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www.impression.co.uk/uon-april/
Aaron Dicks:The Increasing Value
of Technical SEO
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1. Crawler
● How?
● Best pages are crawlable
● Block access to resources?
● Load speed is critical for users and search engine
crawlers alike
● Crawl budget
● Encryption -- security
2. Indexer
● Once crawled/discovered - pages are indexed
● Test whether your site is indexed in a couple of ways
○ Cached page or site: operator
● Confirm Google has all the content indexed
● Indexes pages based on topics and keywords for later searches
3. Ranker
● A page will only rank well
○ if it has lots of inbound links
○ and if it has great content
○ and it’s part of a great website that Google can understand
● Outcomes
○ Rankings on Google.co.uk
○ traffic in Google Analytics
○ Sales in ERP & leads in your CRM
A great website is really a lot like a great house
(terrible analogy - sorry)
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Strong foundations
● Is is likely to fail?
● Will I always find it in the same place?
● Is it reliable?
● Can I always access it in the same way?
Nice building
● What is the contents?
● Does it look nice?
● Is everything organised?
● Do other people like it?
● Is it large or small?
● Fancy or modest?
Location, location, location
● Where is it?
● Is it in the best location?
● Can it be found?
● Do you tell people about it?
● Do people talk about it off their own back?
When considering it like this, you end up with
A great website
With great architecture
That makes sensefor users and search engines
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Search engines are really good at understanding humans
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We search in weird waysWe search in keywords, not phrases
“Garden lawnmower online”
“Designer furniture london”
“Office 365 license”
15% of all search queries Google handles every day are
unique
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So with those thoughts in mind, it’s a good idea to help Google and Bing understand
our websites
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Structured data allows you to describe a web page’s content
to search engines
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Entities
Facts
Answers
Paragraphs
Lists
Tables
Can lead to Google results including:
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Phone numbers
Quick answers/ facts
Instructions
Product details
Recipe details
Events
This is a great opportunity for brands to gain further traffic
from search
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If you’re already visible in the top 10 results
… then your site could rank in position 0
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We know what a search engine does in order to rank content
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We know good reasons for having a technically sound
website
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We know we can give Google support in understanding our
content
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We know brands can exploit these opportunities for more free traffic
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From 2017 onwards, we’ll see more changing habits to voice search
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Thank you!
linkedin.com/in/aarondicks
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www.impression.co.uk/uon-april/
Next up…Break time!!
Then…Liam Wade on profitable
investments in PPC
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www.impression.co.uk/uon-april/
Liam Wade:Profitable
Investment in PPC
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[email protected]/uon-april/
Care for a slice of PPC?Where and how to apply your
advertising budget
Channel
Priority
Super
Audiences
Powerful
Data
1 2 3
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SEARCHGet in front of your targets
when they’re looking for you
1Channel Selection
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SEARCH
1Channel Selection
SOCIALGet in front of your targets
when they’re looking for youReach your target audience on
social media
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DISPLAY & PROGRAMMATICSEARCH
1Channel Selection
SOCIALReach your target audience on
social media
Get in front of your targets
when they’re looking for youReach your target audience
around the web
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1Channel Selection
Users are actively
looking for your
product / service
Users are not
actively looking for
your product / service
1Channel Selection
Are people
searching for my
product / service?
Do I need to get in
front of the right
people, before I show
them my offering?
Would the right people
be interested in my
product / service if they
knew about it?
Relax, you’ve earned itHow we target audiences, and how to
use them most effectively
Channel
Priority
Super
Audiences
Powerful
Data
1 2 3
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Location
Parental Status
Relationship StatusEmployer
Job Title
Gender
Age
IncomeHousehold Composition
Payment Method
Education
Life Events
Ethnic AffinityPremium Buyers Car Owner
Renting/Mortgaged
Expats
Charity Donations
Specific Interests
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Audience creation
2
Demographics
– Age
– Gender
– Location (granular)
Audience
- University students
- Estimated income
- Low spenders
- Credit card users
- Online purchasers
- Homeowners / renters
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Audience creation
2
GEO radius targeting
– Events
– Competitors
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Location
Parental Status
Relationship StatusEmployer
Job Title
Gender
Age
IncomeHousehold Composition
Payment Method
Education
Life Events
Ethnic AffinityPremium Buyers Car Owner
Renting/Mortgaged
Expats
Charity Donations
Specific Interests
Audience testing
2
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Ad testing
2
Bespoke video anim VS Designed ads VS User-generated content
Creative testing against different audiences
Bespoke video Designed carousel User-generated content
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Ad creation
2
Uses relevancy Increases engagement
Engagement = higher relevancy score = cheaper cost-per-click
Example targeting Intro messaging Ad content
18-24, Female
University or Graduate
Are you 18-24, studying at university or a
recent graduate? We’re looking for women just
like you... High relevancy
example survey
questions25-35, Male
Keen Football Fan
Know your football? We’ve been looking for
you.
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Promote content your potential customers will enjoy
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AWARENESS
2Audience Funnel
INTEREST ACTION LOYALTY
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EXAMPLE
Added remarketing to an already
profitable campaign
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EXAMPLE
30%increase
no. of sales
Added remarketing to an already
profitable campaign
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EXAMPLE
30%increase
no. of sales
88%decrease
cost per sale
Added remarketing to an already
profitable campaign
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EXAMPLE
30%increase
no. of sales
88%decrease
cost per sale
Added remarketing to an already
profitable campaign
53%increase in
repeat sales
within a year
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EXAMPLE
30%increase
no. of sales
88%decrease
cost per sale
Increases sales conversion rate
andrepeat purchases
53%increase in
repeat sales
within a year
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Time for a cuppa?How data powers every part of PPC,
from ad creation to lead quality
Channel
Priority
Super
Audiences
Powerful
Data
1 2 3
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““The time has come when
advertising has in some
hands reached the status of
a science.””
3Powerful Data
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Good digital marketers will probe into everything...
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3Powerful Data
… what query did the user type in?
“i can’t afford to empty my cesspit”
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Word count Clicks Conv Conv. Rate1 14 0 0.00%2 1,530 50 3.27%3 3,629 105 2.89%4 2,915 99 3.40%5 1,600 45 2.81%6 709 19 2.68%
7+ 298 5 1.68%
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CUSTOMER MATCH
AUDIENCE INSIGHTS
SIMILAR AUDIENCES
3Audience Data
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66%increase
sales YoY
15%decrease
cost per sale
Weather targetingIncrease bids when the sun is shining
3Unique Data Links
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125%increase
sales MoM
11%decrease
cost per sale
Geographical targeting
Increase bids if a user is in a postcode sector
with a high avg. house price
3Unique Data Links
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Getting saucyAside from campaigns, where can we get data from?
3rd party CRMSpeaking to real live
human people
...
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Channel
Priority
Super
Audiences
Powerful
Data
1 2 3
- Choose the channels
that are right for the
customer, not you!
- Apply budget on a
priority basis
- Layer audiences
- ‘Warm-up’ your audience
- Retargeting will supercharge
your campaigns
- Good PPC
= test and learn
- Test everything
- Collect & use customer data
www.impression.co.uk/uon-april/
www.impression.co.uk/uon-april/
Today’s Agenda:9:15-10:00 - Your Digital Opportunity
10:00-10:45 - The Value of Technical SEO10:45-11:00 - Break
11:00-11:45 - Profitable Investment in PPC11:45-12:00 - Questions
12:00 - Lunch and networking
www.impression.co.uk/uon-april/
www.impression.co.uk/uon-april/
Thank youWe’d love to discuss your requirements
and show you how we can help.
www.impression.co.uk/uon-april/
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Nottingham
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