Google Advertising for Local Business Leaders

Google Advertising for Local Business Leaders

TAILORED CONTENT

WEBSITEPrimary

CASE STUDIES

WHITE PAPERS

BROCHURESSERVICE

DESCRIPTIONSVIDEO

CONTENT

Google AdWords

SEO

SOCIAL MEDIA

DATABASE(S)

MARKETING CHANNELS

ON-LINEinbound

OFF-LINEoutbound

DIRECT MAIL

ADVERTISING

EXHIBITIONS

REFERRALS

NETWORKINGEMAIL CAMPAIGNS

TESTIMONIALS

Visibility 24/7

The PastWhere We Were

Evolution Google

1993 – World Wide Web

1997 – Google Inc

2000 – Google Adwords

2005 – Google Maps

2008 – Google Suggest

2009 – Double Click Exchange

2010 – Google Panda Algorithm Update

2014 – Google Android passes One Billion Devices

Technology Milestones

1979 - Steve Wozniak – Colour Graphics

1990 - Tim Berners-Lee’s Hyperlink

1996 - Nokia 8110, WAP

2000 - AMD Athlon 1GHz

2007 - iPhone

2010 - iPad

2014 - Moto360

Fallen Giants

Google’s Competitors

PRESENT DAY Where Are We Now

UK Statistics 2013

73% of Adults accessed the Internet every day

53% of Adults use their phones to access the web

- up from 24% in 2010

72% of all adults bought goods or services online

- up from 53% in 2008

83% of households were online

42% of households are connected via Fast Broadband

- up from 30% in 2012

Forty Eight Days

Till Christmas

Fund Raising

“Get 3 Quotes”

Migration to MobileWhere We Are

The Power of Mobile Devices

Electronic Arts Executive Frank Gibeau believes the iPhone6 has comparable performance to the

Xbox One and PS4.

Mobile becomes De-facto

• 46% of our searches are performed on mobile

• 78% of mobile searches result in a purchase

- 61% of desktop computer searches result in a purchase

• 56% of people searching for a local business on their mobile click through to maps to guide them to the business

Show Rooming

Checking the Price on your Smart Phone while in the Shop

• 50% of Smartphone users check prices while in-store

• 84% Compare prices on Google

• 44% visit shops with the intention to buy online

• 32% of in-store trade is lost to mobile

Off-lining

Researching online before shopping locally

Technology to improve our Lives

Fitbit Flex Wireless Activity Tracker & Sleep Wristband

Motorola Moto 360 Smartwatch

Glass Explorer Programme

• Notifications• Turn by turn Navigation• Local Search – “Where is my nearest Café”

• Tracks steps, distance, calories burned, and active minutes• Log food, weight, and more on Fitbit’s website or apps• Monitors how long and how well you sleep• Wakes you (not your partner) with a silent wake alarm

• Voice Activated • Augmented Reality

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

A Billboard in the Wilderness

Google Spiders

Spiders Crawl the World Wide Web following links found within webpages

Spiders send copies of the Webpages they crawl back to Google and continue to crawl

Google’s Search Index

Googles index understands the;

– Context of the page content

– its relevance to multiple subjects

– how it connects to other pages

Google Algorithm

Generating the Search Results

Google Algorithm: Continuous Improvement

Spiders, Index & Results

Google’s

- Spiders Crawl Webpages

- Copies of Webpages are added to Google’s Index

When we search with Google

- The Index is queried with our Search Terms

- the most relevant pages are shown to us in our Search Results

- Google updates maintain their edge in Search

How to rank high in the Google Index

Crawl: Create Pages with clear focus crafted to help your customers understand your products and services. Internal link between webpages on your site and external linking to high value sites with good quality content.

Index: Increase the frequency of indexing with new and fresh content to boast your websites authority and untimely the opportunity for each page to rank more highly with Google

Do not talk about SEO

The Hats of SEO

Black Hat SEO

Tricking the Google Search Algorithm into giving pages higher ranking than they deserve.

– Focused on Search Engines not Humans

– Keyword Stuffing

– Invisible Text

– Doorway Pages

– Page Swapping

– Link Farms

– Zero Value Content Linking

White Hat SEO

• Helping Your Human Audience find your site

• Focused on relevance and organic ranking

• Fresh & Valuable content for Humans to share

So What is - White Hat SEO

Spiders Crawl Your Webpages for Key HTML

Page Title

Meta Description

<title>Front Page Advantage</title>

<meta name="description" content="Digital Marketing Agency, PPC Management & Twitter Marketing - Frontpage Advantage offers expertise in all full social media services plus first page search engine optimisation results.">

White Hat SEO

Indexing is our Organic Ad

• Page Title

• Meta Description

White Hat SEO

Crawling and Indexing each Web Page

H1 & H2 Tags

Separates Headers from Body Text

Keywords Rich Content

Seed your page content with Keywords

But don’t over do it and SPAM words.

White Hat SEO

Helping Google Crawl Your Site

Sitemaps A sitemap is a special webpage that outlines the organization of the pages within your website.

Why do you need a sitemap?

• Search engines need to know your site layout for indexing

• Make sure important product pages don’t get missed

White Hat SEO

Web Page’s are for Humans too

Calls to Action

You built your website to win new customers

Tell people how you want them to engage your business

Consistent Business Contact Information in Page Footers

Promote local search relevance

Customers always have your contact information at hand

Social Linking

Become social online by telling people what you’re up to

Be interesting, don’t just “talk shop” on social channels

White Hat SEO

Widen your Online Profile

• Consistent Directory submissions

• Map Listings

• Social Media Pages

• Youtube

• Linkedin

• Local News

Create content of interest to your customers

The Aim of SEO

help people to find your business

SEO in Search Results

Organic Results

Search Network Ads

1

2

3

4

5

6

7

8

Organic Results

Display Ad Placements

Display Advertising: Visual Ads designed to entice Clicks to websites

Banner Ad

Side Banner Ad

Display Ads on Mobile

Mobile Advertising: Visual Ads designed to entice Clicks to websites

How Adwords Worksa quick guide

How Adwords Worksa quick guide

1. Keywords – Matched to Search Term

Campaign AdGroups Keywords

Travel HolidayVacationFlights

- Russia

How Adwords Worksa quick guide

2. Scores – AdCopy & Landing Page Relevance

Relevance

How Adwords Worksa quick guide

3. Location Filter

How Adwords Worksa quick guide

4. £ - Bid Value

How much you’re willing to bid on each Keyword

AdRank Calculation

5. AdRank Calculation

£Bid + Relevance = AdRank

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

Google Partner

We specialize in

• Finding the Relevant Keywords

• Crafting Effective Ad Copy

• Optimizing Landing pages for Conversion

• Measuring AdWords Success

We reduce costs and increase effectiveness

We can help with

• Search Engine Optimisation

• Social Media Campaigns

• Email Marketing

Quick Jargon Guide

Search Marketing – Getting found first time, every time

Search Engine Optimisation – has two halves;

• The Content & Structure of your Website

• The Quality of your internal and inbound Links

Pay Per Click – you pay when your Ad is clicked on

Display Ads – you pay each time your ad is shown

Localisation - connecting with your local audience

Social – sharing content

Iain Macaskill - 07988441532

The End

• End of, slides after are outside the presentation

Google Search Results

Google Ad’s

Organic Result- With Site Extensions

Organic Results

Google Maps Listings

Google Reviews

Page Fold

Think LocalGlobal Search Engines Love Local Websites

Types of Search ResultsPPC: Pay Per Click Advertising – Ads at the top of the Search results page

SEO: Search Engine Optimisation – Organic Search Results

Proximity of Address to the Point of Search

True Physical Location not just a PO Box Address

Local Directories & Linking Locally

“Google My Business connects you directly with customers, whether they're looking for you on Search,

Maps or Google+”

Google Pigeon - Local Search Update

Location information and data uses

• All devices sending location information

• Location is seen as extremely relevant for search queries

• Location sent with searches, apps, and publications read

• Over 50% of local search clicks through to a map

AdWords in Search Results