BigWing: Breakfast with Google

Welcome and Introductions

Marilyn Hoeffner

• Bill Martin – Top 5 new features and changes in Ad Words

• Break• Sarah Hoffman – Social Media in 2015• Ruth Burr Reedy – SEO best practices• David Christopher – Importance of Content

Marketing

• Raffle Tickets will be given out after the break and at the end of the team Q&A

• Marketing Reviews• Surveys

Our Top 5 New “Features” of Adwords in 2014

Bill Martin

BigWing Interactive

www.bigwing.com

Search Retargeting & Display Advertising Feeds the Funnel

People Searching for

Used Cars

Paid SearchRemarketing

Site Retargeting

Optimization

LandingPage

Optimization

ConversionTracking

Senior Citizens

Recent College

Graduates

Women Shopping

for Appliances

Interested in

Remodeling

New for 2014 Callout Extensions

• Appear below the standard ad• Add a line of space pushing down

the organic listings• Don’t require a URL • Show off unique offers and

benefits of their sites, products and services

Call Tracking - Google Joins the Party

Call Tracking Google’s attempt

• Google sets up a forwarding number• Integrates with analytics• Bing / Yahoo copied, separate but equal• No recording /listening of calls (privacy issues)

Call Tracking - Google Joins the Party

Call Tracking Google’s attempt

• Google sets up a forwarding number• Integrates with analytics• Bing / Yahoo copied, separate but equal.• No recording/listening of calls (privacy issues)

Third party is better• Same features with forwarding number• Integrates with analytics• Also can get tagged for other search engines• One report where you can actually listen to the call• It does cost• If your promoting a medical client HIPA certification

needed

Dynamic Campaigns and Ads

Dynamic Ads are great for • Dynamic Inventory• Dynamically Change the Ad Title line• Saving Time – Information Pulled from your website no

extensive initial keyword research• When a search is relevant Google will dynamically create an

ad headline for your ad• Control – Show ads on all or just part of your website

Dynamic Ads are Not good for Rapidly changing web pages like “daily deals”

Forced Use of Close Variants

• Good - Less work,

• Fewer keywords to enter

• Google decides what you show for.

• Bad – sometimes plurals/ singulars only do the conversions

• Close variants can be completely irrelevant

• More research now required into negative matching– creating more work, not less

Examples : California vs. CA Flooring supplies vs. Floor supplies Supply vs. supplies

Google Tightens the Reigns on Quality Score

Google is adding more “weight” to relevancy QS is :

• Keyword to landing page relevancy• Keyword to ad relevancy• User experience on the web page • SEO is even more important

Your AdRank = your bid * your quality score

Broad Match – Use it Sparingly

Google has increased the reach of the broad interpretation • This is to grab more traffic and drive

more clicks to the website

• Sounds Good but must be VERY heavily negatively matched

• Be careful not to waste money!

Social Media in 2015

Sarah Hoffman

BigWing Interactive

www.bigwing.com

Social Media – What’s Trending?

#Trending

sarahndippity

PUBLIC RELATIONS

NETWORKING

CUSTOMER SERVICE

THOUGHT LEADERSHIP

BRANDING

TRUST

LOYALTY-BUILDING

sarahndippity

CUSTOMER ACQUISITION

sarahndippity

1.China

2.India

3.

4.United States

5.Indonesia

6.Brazil

7.LinkedIn

8.Twitter

1.35 billion monthly active users

(2014)

sarahndippity

500,000,000tweets every day

sarahndippity

412 years to watch every video on YouTube

sarahndippity

5,000,000,000

minutes spent on Facebook every day

sarahndippity

EVERY SECOND

2 new people join LinkedInsarahndippity

CHANCES ARE…

sarahndippity

#GoogleBreakfast

sarahndippity

2014 RECAP sarahndippity

Pay to Play

sarahndippity

Algorithm

sarahndippity

Visual Takes Center Stage

sarahndippity

CASE STUDY

sarahndippity

Target Audience 1: College Students & Young Professionals

sarahndippity

Target Audience 2: Local Businesses & Corporations

sarahndippity

RESULTS 40,000 impressions

$0.55 cost per click

10,000 Page Likes

Gained more awareness

sarahndippity

2015 PREDICTIONS

sarahndippity

Mobile Focus

sarahndippity

Social Goes Shopping

sarahndippity

Reviews

sarahndippity

sarahndippity

Define your strategy

sarahndippity

Want more fans?

sarahndippity

Engage with them

Engage

sarahndippity

sarahndippity

Connect sarahndippity

Visibility?

sarahndippity

Post great content sarahndippity

Define success?sarahndippity

Measure

sarahndippity

SEO Basics for Small Business

Ruth Burr Reedy

BigWing Interactive

www.bigwing.com

@ruthburr

11,944,000,000 Google searches per month

Source: Digital Marketing Ramblings

93% of online experiences begin with a search engine

64% of web traffic comes from organic search

@ruthburr

33%

18%

11%

8%

Source: Search Engine Watch

@ruthburr

Do You:

@ruthburr

Have a website?

@ruthburr

…that you want people to come to?

@ruthburr

..and complete an action?(Like: buy something, sign up for

something, share something, or go somewhere?)

@ruthburr

You Need SEO.

@ruthburr

But Isn’t SEO…

SPAM by AJ Cann on Flickr@ruthburr

It’s Marketing.SEO is about figuring out how people are searching for what you have, so you can show them – and Google – that you have what they want and you’re the best place to get it.

@ruthburr

If You Do Nothing Else…

@ruthburr

A Website Should Be:

@ruthburr

Fast

http://tools.pingdom.com/fpt

@ruthburr

Easy to Navigate

@ruthburr

Local-Friendly

Name

Address

Phone number

Local

Ads

Organic

Local

@ruthburr

Source: Zero Gravity Marketing

Responsive

@ruthburr

Mobile SearchesLocal Intent

Result in a Purchase

@ruthburr

What Google Sees

@ruthburr

Keywords Are Important.

It doesn’t matter how you talk about what you do. It matters how your users look for what you have, so you can show them that you have it.

@ruthburr

“Chocolate cupcakes”9900 monthly searches

“Mini cocoa cakes”<10 monthly searches

@ruthburr

Google Keyword Planner

https://adwords.google.com/KeywordPlanner

@ruthburr

Where to Put Keywords

@ruthburr

<title> Chocolate Cupcakes Recipe – Allrecipes.com </title>

<meta name=“description” content=“Ready in 30 minutes, this quick chocolate cupcake recipe is the perfect party treat.”>

Title tag: ~60 characters including spaces

Description tag: ~150 characters including

spaces

@ruthburr

Description tag!

@ruthburr

Use Your Keywords

“Chocolatecupcakes.com: Your chocolate cupcakes source for chocolate cupcakes,

chocolate cupcake, chocolate cupcake recipes online.”NO!

@ruthburr

Use Your KeywordsJust say what you were going to say, using your keywords.

AND:

Let keyword research drive your content strategy.

@ruthburr

How People Search

$@ruthburr

@davidmchrisContent Marketing

@davidmchris

33%

18%

@davidmchris

unforgettablehoneymoon-s.com

tripadvisor.com0

10

20

30

40

50

60

70

80

90

100

33

95

Domain Authority

@davidmchris

@davidmchris

@davidmchris

unforgettablehoneymoon-s.com

tripadvisor.com0

2

4

6

8

10

12

14

12

0

Social Shares of Page

@davidmchris

“We Do Use Twitter and Facebook Links in Ranking”Matt

Cutts (2010) @davidmchris

unforgettablehoneymoon-s.com

tripadvisor.com0

5

10

15

20

25

30

35

40

36

0

Domains Linking to Page

@davidmchris

Article DirectoriesSpammy Local DirectoriesComment SpamSocial BookmarkingForumsSpammy ProfilesLink ExchangesGuest Blogging for Links

Relevant LinksQuality Local DirectoriesPRSocial EngagementSponsorships & EventsQuality ProfilesPartner LinksQuality Guest Blogging

Links

@davidmchris

@davidmchris

Search Traffic

Search Traffic

Your Website

Competitor Website

CTR Social

Blog

Guest Posting

Links

ReferralsPR

EventsDwell Time

Online Presence

@davidmchris

Engagement

• Click Through Rate (CTR)

• Dwell Time / Bounce Rate

@davidmchris

Packages

@davidmchris

Resorts

@davidmchris

Blogger

Creates Content

Content Marketer

Creates Content

Promotes Content

Grows Audience

Evaluates Reception

Adjusts Behavior

Prequalifying Questions for Content

1. What is the Goal of this Content?2. Who is it targeting?3. How will you promote it?

Vs.

@davidmchris

@davidmchris

1. PPC campaign well managed, SEO increased quality score

2. Content Marketing built links that drive traffic

3. Social media following grown, website content shared

4. SEO, links & social engagement led to ranking higher

5. Stronger online presence resulted in more direct traffic

@davidmchris