Google Analytics: Email Marketing - Measuring Beyond the Click
Maximising Search Engine Marketing...Goal Conversions Google Analytics Drive Your Digital Marketing...
Transcript of Maximising Search Engine Marketing...Goal Conversions Google Analytics Drive Your Digital Marketing...
Maximising Search Engine Marketing
Search Marketing and Google Analytics
Why Digital Marketing?
UK Business Digital Index 2016
52% state cost savings is one ofthe advantages to being online, a significant
increase from 33% in 2015
60% of UK charities now advertising online
vs. 30% in 2015
53% are now also taking onlinepayments, vs. 24% in 2015
UK Business Digital Index 2016
Blackbaud Index 2016
Online donations rose by an average of 17% in Autumn 2016
Overall donations fell 2.7% over the same period
Why is digital winning?
• Targeted
• Scalable
• Trackable!
• Millennials
Why is digital winning?
Google Analytics
How it works
Search Console
Google Analytics
Website
Search Console
Google Analytics
Tag ManagerWebsite
Search Console
Google Analytics
Heap of other stuff
Search Console
Tag ManagerWebsite
Search Console
Google Analytics
Tracking numbers
Search Console
Tag ManagerWebsite
Search Console
Google Analytics
Heap of other stuff
Tracking numbers
Search Console
Tag ManagerWebsite
Google Analytics
Data Analysis
AgeGenderInterestsLocationDevices
Organic SearchPaid SearchSocial MediaReferrals Display Emails Direct
User EngagementLanding PagesExit PagesTechnical Information
EcommerceGoal Conversions
Google Analytics
Drive Your Digital Marketing Strategy
Users
Google Analytics
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5,000
10,000
15,000
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Direct Display Email Organic Search Paid Search Referral Social
Revenue
Google Analytics
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5,000
10,000
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Google Analytics
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150000
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Paid Search Organic Search Referral Direct Social Display Email
Users Revenue
Maximising Your Search Engine MarketingSearch Engine Results Page
SEO
Paid Search
Paid Search
SEO
Paid Search
SEO
Paid Search EngineMarketingGoogle Ad Grants
$-
$5,000.00
$10,000.00
$15,000.00
$20,000.00
$25,000.00
$30,000.00
$35,000.00
$40,000.00
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Clicks Cost
Case Study
• Local Charity – 70% of total traffic
• Medium-Sized UK wide – 60%
• Large UK wide – 7-10%
Case Study
• $10,000 per month value
• Usually over 300 clicks per day
• Targeted traffic
Benefits
• $2 maximum bids
• Ad Quality Filter
• CTR must be > 1%
Considerations
Paid Search EngineMarketing
Ad Rank
1234
d Rank = Max Bid x Quality Score
QS 5 x £2 = 10 (position 2)
QS 8 x £1.50 = 12 (position 1)
*£1.26 paid
Paid Search EngineMarketing
AdWords Structure
Account
Ad GroupKeyword
A
AccountCampaignAd GroupKeyword
A
AccountCampaignAd Group
AccountCampaignAd GroupKeyword Run London Marathon
Join Virgin Marathon 2017 Run for charity Charity places for marathon
AccountCampaignAd GroupKeyword
Ad text BAA B
Run London Marathon Join Virgin Marathon 2017 Run for charity Charity places for marathon
AccountCampaignAd GroupKeyword
Ad text BAA B
Run London Marathon Join Virgin Marathon 2017 Run for charity Charity places for marathon
Paid Search EngineMarketing
Grant vs Paid
Grant Accounts
Information Campaigns• Beneficiaries• Carers• Professionals
Campaigning
VolunteerRevenue Driving
• Donations• Events
Paid Accounts
Revenue Driving• Donations• Events• Own Fundraising• Gift In Wills• Corporate Support• Disasters
Paid Search EngineMarketingWorkshop Activity
A sandstorm has destroyed MosEisley on Tatooine.
You need to promote an appeal to raise money to repair the Mos
Eisley Cantina.
Emergency Appeal Workshop
• 6-10 Keywords
• 1 Ad
• Trackable Conversions
Emergency Appeal Workshop
• Start with the end in mind
• Obsess about relevancy and quality
• Answer what people want to know
• Bid more for your most important keywords
7 Top Tips To Takeaway
• Don’t rush your ad copy
• Invest time in building lists of keywords
• Monitor and adapt
7 Top Tips To Takeaway
Any Questions
Maximising Search Engine Marketing
An Introduction To SEO
What is search engine optimisation?
“The methodology of strategies and techniquesused to increase the amount of visitors to a website by obtaining a high ranking placement in the search results page of a search engine –including Google, Bing, Yahoo and other search engines”
Introduction to SEO
Introduction to SEO
How Does It Work?
How is Page Rank Determined?The Google Algorithm!
How Does It Work?
• Improved visibility in search engines
• Increased user traffic to the website
• Increased conversions, e.g.• Info to beneficiaries• Donations• Volunteer signups• Sales
Benefits of SEO
Technical SEO
On-Page SEO
Off-Page SEO
Overview of SEO
• Duplicate Content• Poor Mobile Experience• Slow Page Speed• Incorrect Redirects• Messy URL’s
Technical SEO
• “Content is King”
• “Content is where I expect much of the real money will be made on the internet”
• https://www.craigbailey.net/content-is-king-by-bill-gates/
Value of Content
• It is great for SEO / drives traffic opportunity online
• Generates new Leads &Donations
• Adds value to your product / service
“But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.”
Why is Content King?
• Understand your audience
• Answer questions your audience are asking
• Aim for 250+ words
• Fresh / New content gives you the market leader advantage
• Builds authority and trust with Google
Content
Off Page SEO/Backlinks
Algorithm Updates
Penguin(2013)
anda011)
Hummingbird(2013)
Pigeon(2014)
Possum(2016)
Mobilegeddon(2015)
Any Questions
Streamline keywords to 3 (Primary, Secondary, Long Tail)
Write meta title, meta description & first paragraph
Create a rough outline of a donation page
Practical
Get your website tracked:• Google Analytics • Google Search Console
Identify the 10 most important pages on your website
Pick 2 – 3 keywords you want to target for each page
Top SEO Tips
• Research your competition for these keywords
Put the keyword(s) in your:• Page title• Header tags – H1, H2• Meta description• Within the first paragraph of content• Image alt tags
• Use www.AnswerThePublic.com
Top SEO Tips
Thank You!