November 17, 2011 - Drew Tonsmeire - Marketing and Google ...

thumpinsplishInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

76 views

Google 101

Find out more about Google‘s products at:

www.google.com/services/smallbusiness

Google drives business growth

Google’s search and advertising tools generated
$64 billion
of economic activity in 2010.

http://www.google.com/economicimpact

Customers are online


can they find you?

Source:
BIA/Kelsey Group, User View Wave VII, May 2010

97%

of consumers research products online before buying

Get Found

Helping customers find your shop or office with
Google Places


for free.

Attract Customers

Helping promote your business with ads on
Google search and the Google Network.

Market Intelligence

Helping you analyze website traffic to identify
why people are coming to your site.


Office Productivity

Helping you reduce costs and become more
productive at the office.

Google as part of your strategy

www.google.com/services/smallbusiness

Your Website on Google

In this section we’ll cover...


The anatomy of a search engine results page


An introduction to search engine optimization


Tips for promoting your website


An introduction to Webmaster Central

The anatomy of a search results page

Query (Keyword)

Organic results on a search results page

6

Organic
Results

The anatomy of a search results page

Ads (Google AdWords)

The anatomy of a search results page

Local Results

(Places Pages)

Search engine optimization
-

SEO


Use keywords in text.


Keep content fresh. Blogs are great!


Earn links from other sites, treat them like gold.


Drive traffic to your site, make content linkable.


Use a Google Sitemap
-

ask your webmaster for help!


Don't be sneaky: show Google what humans see.


Don’t rush it. SEO takes a long time!

Helping Google find your website

1.
Use email for efficient, inexpensive communication.

2.
Use social media to develop relationships with fans.

3.
Promote your website on receipts and other print materials.


4.
Have special offers available on your website.


5.
Invite happy customers to write reviews.

More tips for promoting your website

Webmaster Central

What you can get out of it:


Sitemap submission


Actionable info

on how Google and humans see your site


Early warning
on problems (such as accidentally blocking Google)

Helpful Resources


New tools, best practices and
webmaster info


Webmaster Policies and SEO Starter
Guide


Answers from other webmasters

www.google.com/webmasters

Google Places

In this section we’ll cover...


An introduction to Google Places


The anatomy of a Places page


Creating coupons in Places


Tips for setting up and optimizing your page

Product overview: Google Places

How does it work?


People search Google.com and
Google Maps to find local businesses


Business listings and enhanced data
are gathered from multiple sources
including:


Websites


Yellow pages data


Direct feed and submissions


Businesses can add or edit their
business listings using

Google Places

Local Listings on Google Maps

Local Listings on Google Search Results

20%
of searches on Google
are related to location


Reviews


Images


Ratings


Details


Map and
Street View


Related
Content


Ads


Accurate
address
& phone
number

Anatomy of a Place Page

Demand for coupons

* Source: Google Insights for Search

Increase in

searches for coupons
since 2004

Guess what you can make within Google Places?


Businesses can

add coupons
to their listing for free

Measure impact

Metrics Dashboard



Monitor your listing using the

Google Places
dashboard.


How many people saw your
Places listing?


What search terms sent traffic to
your business listing?


Make advertising or business
expansion decisions

with data
you can’t get anywhere else!

Getting started with Google Places


www.google.com/services/smallbusiness

Step 1:

Go to
www.google.com/services/smallbusiness

and select Google Places

Step 2:

Enter your country and business phone number

Step 3:

Enter/edit your business details

Step 4:

Verify your listing

Market Intelligence

Google Analytics

In this section we’ll cover...


An introduction to Google Analytics. We’ll address questions like:


Why does tracking matter?


How can GA help my business or organization?


What kinds of reports can I see?



Plus:


Google Insights for Search


Google Alerts

Why analytics and website optimization matter

Missed Opportunities

Website Visitors Who Did Not Become Customers

26

Am I creating

effective content?

How can I improve

site interaction?

What keywords did they
use to get there?

Where are my visitors
coming from?

Product overview: Google Analytics

Where are visitors
abandoning my shopping
cart? Why?

Providing Answers to Difficult Questions

www.google.com/services/smallbusiness

Visitors overview

Search engines and keywords

Analytics Intelligence

Product overview: Google Insights for Search

Gain insights into what the world is searching for

www.google.com/insights/search

Use Google Insights to craft an ad message

Use Google Insights to predict product sales

Product overview: Google Alerts

www.google.com/alerts

Office Productivity

In this section we’ll cover...


An introduction to Google Apps


A comparison of the versions


Gmail


Google Docs, including:


Word processing


Spreadsheets


Presentations


Google Calendar

Product overview: Google Apps

www.google.com/a

Product overview: Gmail

Product overview: Google Docs and Spreadsheets

Product overview: Calendar

Attract Customers


In this section we’ll cover...


An introduction to Google AdWords. We’ll address questions like:



How much does it cost to use it?


How do I control where my ads show and what they say?


What’s my commitment?


Can I track it?

A paradigm shift

Traditional Advertising

Advertising Through Google

Customers

You pay only for clicks

www.AdvancedPlumbingPro.com

Pays for the visitor to their site

You’re in control of who sees your ads

You’re in control...



You control the cost



You control the daily spending limit



You decide where ads appear



You control marketing messages



No minimum term length



Track the total number of conversions



Determine your exact ROI

AdWords gives you the flexibility to meet goals and be successful.


OK, now you know what you want

Where do ads
appear?

The Search Partners

The Google Display Network

In this section we’ll cover...


The structure and limits of a typical AdWords account


Best practices for organizing your account

AdWords account structure

AdWords Account


Unique email address & p
assword

Billing information

Campaign


Daily budget

Location/language targeting

Distribution preference

End date

Campaign


Daily budget

Location/language targeting

Distribution preference

End date

Ad Group


Keywords

Ads

Ad Group


Keywords

Ads

Ad Group


Keywords

Ads

Ad Group


Keywords

Ads

Ad Group


Keywords

Ads

Ad Group


Keywords

Ads

How to Build a Good Adwords Campaigns

Promote Specific Product


Headline

2 lines of Text

Display URL (that may not be an actual destination)

Target Customers


Location (Radius or County)

Control Budget with Daily Spend

Text or Graphic Ad

Choose spcific sites

Keywords


Unique to Each Campaign

Misspellings

Singular/Plural

Negative

Think Like your Customers

25

The
WRONG

way to structure an AdWords account

“Furniture” Campaign

Furniture Ad Group

The Best Furniture

Great Selection, Made in USA

Free Shipping, 5 Year Warranty.

PlantationDesign.com

leather sectional

rugs

dining room table

kitchen table

brass bed

leather headboard

dresser

leather couch

leather loveseat

patio furniture

table lamp

floor lamp

kids furniture

living room furniture

bedroom furniture

desk

leather chair

leather sofa

coffee table

end table

lamp

ottoman

dining room table

media console

AdWords Account

26

A BETTER way to structure an account

“Leather Sectionals”

Ad Group

“Leather Chairs”

Ad Group

“Leather Loveseats”

Ad Group

Leather Sectionals

Leather Sectionals Made in USA

From $1,999 With 5 Year Warranty

plantationdesign.com/sectionals

Leather Loveseats

Free Delivery When You Buy Before

Christmas. Order Yours Today!

plantationdesign.com/loveseat

Leather Chairs

Handcrafted Leather Chairs

Make a Statement. View Catalog!

plantationdesign.com/chairs

buy leather sectional suite

buy leather sectional suites

leather sectional suites

leather sectional suite

buy leather sectional

buy leather sectional

leather sectional

leather sectionals

buy leather love seats

buy leather loveseats

buy leather love seat

buy leather loveseat

leather loveseats

leather love seats

leather love seat

leather loveseat

buy handmade leather chair

buy handmade leather chairs

handmade leather chairs

handmade leather chair

buy leather chairs

buy leather chair

leather chair

leather chairs

AdWords Account

“Furniture” Campaign

32

Keyword matching options

Match Type

How keyword
appears in AdWords:

The ad will

show when:

The ad will show when
a searcher types:

Broad

Caribbean Cruise

All words containing this
word or combination of
words in any order is used
as the query.

Caribbean holiday Cruises

Cruise holiday in Caribbean

Cruise in Carribean

“Phrase”

“Caribbean Cruise”

Keywords are typed in the
exact order specified. Can
have other words before
and/or after.

Cheap Caribbean Cruise

Caribbean Cruise deals

Luxury Caribbean Cruise

[Exact]

[Caribbean Cruise]

Keywords must be only &
exactly what the user

types in

Caribbean Cruise

-
Negative

-

Tom

Ads will not appear when
this search term is entered
in the query

Add will
not

show if

someone types:

Tom Cruise

Examples of negative keywords

Service provider


-
become

-
study

-
class

-
classes

-
course

-
license

-
training

-
jobs

-
employment

-
supplies

-
tools

-
price

Vacation destination


-
library

-
doctor

-
vet

-
hospital

-
schools

-
coffee

-
cards

-
history

-
jobs in

-
pictures

-
news

-
weather


Frequently used


-
free

-
lyrics

-
second hand

-
used

-
parts

-
repairs

-
wholesale

-
pics

-
pictures

-
definition of

-
history

-
diy

The Google Keyword Tool: help finding keywords

Enter your
keyword

Get additional
keyword
suggestions

Ad text specifications

Ad title

(25 characters max,

including spaces)

Two description lines

(35 characters max each,

including spaces)

Display URL

(35 characters max,

including spaces)

Destination URL

(1024 characters max,

including spaces)

What is a good AdWords ad?

A good ad:


Is relevant to the keywords in the ad group


Gets a high clickthrough
-
rate (CTR)


Effectively sells your product or service


Stands out from your competitors


Includes a call to action

Signing up for AdWords

www.google.com/services/smallbusiness

A Quick Recap

Google Places

Google Places helps customers find your shop
or office


for free.

Google AdWords

Google AdWords helps promote your business
with ads on search results pages and websites.

Google Analytics, Alerts, Insights

Google Analytics helps you analyze your website
traffic


for free.

Google Apps

Google Apps helps you reduce costs and
become more productive at the office.

After this session, you should know about

www.google.com/services/smallbusiness

Thank you!

AdWords Online Classroom:
www.google.com/adwords/onlineclassroom

AdWords Help Center & Forum:
adwords.google.com/support

Google Analytics Help Center:
www.google.com/support/analytics

Google Analytics Tutorials
:
www.google.com/support/conversionuniversity


Find out more about Google‘s products at:

www.google.com/services/smallbusiness

Thank you!

www.georgiasbdc.org


Drew Tonsmeire

dtonsmeire@georgiasbdc.org