Digital download part 2
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Presented by: Raul Vielma 561-820-4277 [email protected] Maximize, Measure & Make Digital Work for YOU April 8,2011 RealSolutions.PalmBeac hPost.com John Garcia 561-820-4296 [email protected]
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Maximize, Measure and Make Digital Work for You
Transcript of Digital download part 2
Presented by:Raul [email protected]
Maximize, Measure & Make Digital Work for YOU
April 8,2011RealSolutions.PalmBeachPost.com
John [email protected]
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What you can expect to get out of this workshop
Free toolsThe ins and outs of searchWays to get your business a better position in search resultsBasic analytics to understand your business/industryTraffic terminology/sourcesWebsite reviewStrategies to increase traffic to your siteOnline display advertising working for youMetrics for success
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Maximize free tools
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Free web analytics
See how you compare
Free websites/blogs
Free blogs
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SEARCH
Why AnatomyClaim your businessMeasure traffic
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Search Engine Marketing (SEM)
The most-used search engine sites give you access to 93% of the West Palm Beach DMA adults online every month.
Source: 2010 Scarborough Report, Release 25
Pay Per Click = SEM
Organic = SEO
The Anatomy of a SERP (Search Engine Results Page)Pay Per C
lick = SEM
Google Maps
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SEO Tips
1. Keep URLs short: No more than 255 characters2. Make navigation easy: Along the top or top & left3. Avoid too many clicks: No more than 4 clicks away from homepage4. Flash: use sparingly (doesn’t show up on mobile device)5. More info the better: at least 200-250 words of content
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SEO Audit Tools
▀ Xinu Returns – a free web based SEO audit tool▀ Dataopedia – a free web based SEO audit tool – with some
competitive data▀ Yellowpipe Viewer – view your site through the eyes of a spider▀ Link Examiner – an application that will crawl your site and find
broken links, redirects and more▀ Google Webmaster Tools – provides detailed reports about your
pages’ visibility on Google▀ SEObook – a firefox plug-in tool provides a holistic view of your
competitive landscape of search results
Relevancy & Ad Position
Quality Score is determined by a combination of factors including:
▀ Click-through-rate (clicks divided by impressions)
▀ Keyword and ad text relevance
▀ Landing page quality
Maximum Cost per Click is the highest dollar amount an advertiser is willing to pay for one click on their ad.
Quality Score Max Cost per Click
Ad Rank Which Denotes Ad Position
X
=Relevance Willingness to Pay
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Ten places to claim your business
1. Google places: http://places.google.com/business2. Bing Local: http://ssl.bing.com/listings/Listingcenter.aspx3. Yahoo! Local: http://Listings.local.yahoo.com/basic.php4. Yelp!: https://biz.yelp.com/claiming5. FourSquare: http://foursquare.com/business/6. Ask: http://www.ask.com/local7. CitySearch: http://national.citysearch.com/profile/add_business.8. YellowPages.com (Improve Your Listing): http://www.yellowpages.com/listing_feedback9. Localeze: http://webapp.localeze.com/extranet/sign-up.aspx10. Kudzu: https://register.kudzu.com/packageSelect.do
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Claim your business on Google
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Google Analytics
Features:▀ Advertising ROI▀ Visualize Data▀ Customize reporting▀ Multimedia Tracking
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Traffic Metrics
• Number of times someone interacted with your websiteVisits
• Total number of pages viewed during specific time framePage views
• Average number of pages viewed during a visitPage visits
• Percent of visits where someone immediately left your siteBounce Rate
• Average time people stayed on your websiteAvg. time on site
• Percent of visits from new people visiting your site% new visits
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Traffic Sources
• People who type your web site address directly into the browser
• Other website with banner ads or affiliates
• Google, Bing, etc. including organic and paid listings
• Email blasts, e-newsletters, etc.
Direct Traffic
Referring Sites
Search Engines
Other/ misc.
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Look at your competition
Using sites like compete.com, you can see how your site is doing compared to your competition.
Source: compete.com15
The New Shopping Paradigm
Sources: 1Forrester State of Retailing Online 2010; 2US Online Retail Forecast 2010 to 2015
80%
8%
yet only…
of retail sales occur online2
of consumers have used the Web for researching information about products and services1
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WEBSITE
WhyYour business partnerQuestions to askStrategies to enhance
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Visitors who report great user experience are:
It has been said that…“Bad home pages (or landing pages) are where good leads go to die”
A great user experience pays off
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2x as likely to return to your site 4x as likely to report enhanced brand opinion
4x as likely to report higher future likelihood to purchase
A great user experience builds trust and rapport even before you ever do business
Source: compete.com
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Have you met your business partner?
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Your website is working 24/7 to:
Generate leads
Build your brand Encourage prospects
Facilitate business transactions
Losing market share in the digital world quickly translate into “real” market share loss.
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Asking the fundamental questions
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1. What is this website offering?
2. How does this site satisfy my needs?
Search/ResearchShop/CompareSupport
3. Now what?What do I doWhere do I goWhat do I read
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Take the test?
Volunteer from the audience who would like to have their website evaluated based on the previous points.
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1. What is this website offering?
2. How does this site satisfy my needs?
Search/ResearchShop/CompareSupport 3. Now what?
What do I doWhere do I goWhat do I read
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Strategies to differentiate yourself
▀ Newsletters▀ Account / Log-in / Personalization!▀ Online only specials / coupons (ex. sephora, chuck-e-cheese)▀ Download brochure (IKEA)▀ Special invitations, VIP offers▀ Referral programs▀ Social networking (facebook, twitter)▀ Interactive location map/store locator
Give them a reason to give you their contact information.
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generate leads and grow your audience
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ONLINE ADVERTISING AND DISPLAY
BenefitsTermsExamplesMetrics for Success
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Benefits of Online Advertising
Guaranteed delivery – rates are based on how often your ad is seen Brings users within ONE click of your website and information Expands your audience reach Measureable, trackable and beyond the click benefits Flexible, dynamic and efficient Branding Opportunities
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My ad was delivered, now what?
IGNORED
Make message/creative impactful
CLICKED ON
Make sure where they land is effective
INTERACTED WITH
Make the experience informative
REMEMBERED
Key word is view-through
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Four things can happen once an ad is delivered
Metrics for successKey indicators for ad effectiveness
• View through• Users search for more information after seeing an
ad
Search Activity
• Increased foot traffic• Increased calls
Offline Behavior
• Can be an impulse reaction to the creative• Only 16% of all online users clickClicks
• Analyze before and after an online campaign• Analyze bounce rate to landing page.Site Traffic
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How valuable is online advertising?
In a four week period:▀ Lift of 46% to advertisers web site▀ Increase of 38% in search using advertiser’s branded terms▀ Boost of 27% in online sales▀ Additional 17% likelihood of buying at the physical store
Source: Comscore – How online advertising works: whither the click? Dec. 2008
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Online study conducted by ComScore of 139 campaigns demonstrated the value of online advertising beyond the actual “click”.
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WRAPPING UP
Summary of topics10 tips for
SearchDisplay
Collaborative MarketingNext Time
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Download Complete
▀ Claim your business to achieve better position in search results▀ Monitoring your site traffic▀ Optimize your website with the visitor in mind▀ Pick a strategy to make your website stand out▀ Extend your advertising to include online display▀ Pay attention to ad results beyond the number of clicks
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Download Complete: Search
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Download Complete: Online Advertising
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Collaborative Marketing
The most successful websites combine a strategic mix of media vehicles that will reach your target audience. The key is to think it all through so the multiple channels work well together.
Search
Social media
Display in print/online
Mobile
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integration, integration, integration
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Next time – Friday, April 15th
Think Outside the Banner What’s New & What’s Next
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▀ Adoption of mobile devices▀ Mobile Terms you need to know▀ Who and what of mobile usage▀ Mobile influence on consumers▀ Social Media
QUESTIONS?To download presentation go to: bit.ly/DDseries2
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Homework
▀ Evaluate your existing mobile/social efforts▀ Take a look at your site on a mobile device▀ Ask friends, family, employees about their mobile or social media
habits▀ Look at competition marketing – are they using social media in their
strategies
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What’s next from The Palm Beach Post
SAVE THE DATE
Tuesday, May 17th 8:30am – 12 pm
Palm Beach Photographic Centre
Understand and capitalize on consumer buying habits
