How strategic marketing management can turn cash starved companies into cash rich entities
Turn your website into a cash machine
Transcript of Turn your website into a cash machine
© eGenie 2015 www.egenie.biz
Turn Your Website into a Cash Machine
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Agenda Introductions Using AdWords effectively to attract paying customers Using Conversion Optimisation techniques to sell Using Google Analytics to make informed business decisions Where next?
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Who are eGenie? eGenie – “3 wishes – more customers, more sales, more profit”
Working with local SMEsBing & Google certifiedDelivering increased profit
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How does it work?We fix two problems that all website owners face:
Visitors do not come to my site…
Visitors do not convert into Customers…
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Agenda Introductions Using AdWords effectively to attract paying customers Using Conversion Optimisation techniques to sell Using Google Analytics to make informed business decisions Where next?
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Visitors don’t come to my site! Where can they come from?• Direct (key in, link from email)• Search (Google / Bing)• Organic• Paid
• Social (24/7)• Referral
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Visitors don’t come to my site
Using AdWords effectively to attract paying customers
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What are AdWords?
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Why Use AdWords?
AdWords On AdWords Off AdWords On
• People search on Google• They see your ad• You get more customers
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Why Use AdWords? Targeted ads bring customers who are looking to
make a purchase
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What do AdWords cost?You Decide!
Pay for results – only pay if somebody clicks on your adAuction basis – pay only the amount needed to beat
competitorsSet a maximum price willing to pay - e.g. £1 per clickSet daily budget – set a maximum amount to spend a dayFlexible - Turn on or off at any time
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Get inside the head of GoogleWhat does Google want?
• A wonderful experience for their customer• i.e. they get what they want out of their search…
What does that mean in practice?
• The entire journey is clear and easy
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AdWords Tip 1Don’t waste money!
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Don’t waste money!Set a maximum price willing to pay• e.g. £1 per click
Set daily budget• the maximum amount you want to spend per day
Research your keywords thoroughlyMaintain it regularly• Add new keywords• Replace badly performing ads
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Don’t waste money! Decide where you want your ads shown
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Don’t waste money!Decide where you want your ads shown
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Add “Negative keywords” (-) e.g. for “Removals”
Don’t waste money!
Tattoo Waste Jobs Stain
Negative keywords stop your ad from showing for irrelevant searches
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AdWords Tip 2Use “Extensions”
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Ad Extensions - Site Links
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Ad Extensions - Reviews
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Ad Extensions – Call Outs
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Ad Extension - Call
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Add Extension - Call
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Ad Extensions - Locations
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AdWords Tip 3Use “Conversion Tracking”
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Conversion tracking
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Agenda Introductions Using AdWords effectively to attract paying customers Using Conversion Optimisation techniques to sell Using Google Analytics to make informed business decisions Where next?
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Conversion Optimisation Tip 1
Have a “Call To Action” (CTA)
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Have a “Call To Action” (CTA) Phone number Email Form “Buy Now” button
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Conversion Optimisation Tip 2
Instil Trust
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Instil TrustIndustry certifications
Review sites
Trust
Recommendations
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Conversion Optimisation Tip 3
Keep It Simple, Stupid (KISS)
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Keep It Simple, Stupid (KISS)
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Keep It Simple, Stupid (KISS)
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Look at this webpage:
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Keep It Simple, Stupid (KISS)5 Second Test
What was that Website selling?
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Agenda Introductions Using AdWords effectively to attract paying customers Using Conversion Optimisation techniques to sell Using Google Analytics to make informed business decisions Where next?
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Google Analytics Tip 1Set up Goals
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Set up Goals
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Google Analytics Tip 2Perform Segmentation
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Perform SegmentationExample: Recommendations help convert
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Google Analytics Tip 3Actions add value, not reports
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Actions add value, not reports
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Recap AdWords• Don’t waste money!• Use extensions• Set up conversion tracking
Conversion Optimisation• Have a Call-To-Action• Establish Trust• Keep It Simple, Stupid
Google Analytics• Set up Goals• Look at Segments• Take Action!
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What Next?
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What next? Put it into practice! If you want further help, we• offer a free review• feedback our high level observations•make costed recommendations
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www.eGenie.biz
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