Early Childhood Program Marketing on Google
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Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
The Secret to Giving More Tours and Enrolling More Families
Google Marketing for Early
Childhood Programs
2011 Amiable Interactive
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management
Pay-Per-Click Management: AdWords, Microsoft
(Bing), Yahoo!, Facebook, LinkedIn
Targeted Display Advertising
Multi-Targeting Location, Contextual, Behavioral
WordPress SEO
What We Do:
2011 Amiable Interactive
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management
Focus on Ethical Marketing
Data-Driven: Measurable Results
Google Analytics Performance Marketing
Our Mission:
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Nice to Meet You!
Only on search engines can you find exactly the people who are looking for you, at exactly the moment they want to spend money. Source: PPC Pricing, Amiable Interactive
An estimated 7 million searches for
preschools and day cares happen every
day on Google.
2011 Amiable Interactive
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management
thats Great Power to reach whos looking for you!
2011 Amiable Interactive
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management
With Great Power comes Great
Responsibility, So The Question Is:
2011 Amiable Interactive
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management
Are you there?
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
What Well Cover
Top 5 Ways to get a School or Daycare on
Google
Online Tactics used by Larger Franchises
How to Design Your Online Marketing for
Long Term and Short Term Results
Question and Answer Period
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
E. St. Elmo Lewis AIDA Sales Funnel
1898 Personal Selling Tool
US Life Insurance Market
How do people become motivated to act on a purchase based on external stimuli from sales representatives?
Image Source: ProvenModels.com
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
The Perception Funnel
Like a funnel:
The more you add to the top the more you take from the bottom
Unaware
Neutral
Positive Perception
Consideration
Choice
Enchantment
Brand Advocacy
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
How do we influence perception?
Address your audience where theyre at
Solve problems
Give and receive
Unaware
Neutral
Positive Perception
Consideration
Choice
Enchantment
Brand Advocacy
Info
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Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Top 5 Ways to Get a School or
Daycare on Google
Find the parents who are already looking for you.
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Anatomy of a Google SERP
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Search Results Scanning Habits
F Pattern
First result not always best
Video on YouTube
Source: Miratech white paper, Google ads in second position get more attention.
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Advantage of Prominent Listings
Over 70% of clicks go to first 2 search results
Click distribution drop off sharper than eye scanning
Less dramatic studies: 35-57% for first result, 12-22% for second
Source: LA Granka, T Joachims, G Gay. Eye-tracking analysis of user behavior in WWW search, Cornell.edu.
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
A Second Look: Where Are You?
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Organic Web Results Start on Page Two
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
The Top 5, An Overview
Method Phases Addressed
Timeframe Local DIY?
Local and Vertical Directories
Shopper Short Yes
Google Places SEO Shopper Long Possible, with Guidance
Traditional Website SEO Shopper Long Possible, with Guidance
Google AdWords Express Shopper Short Dangerous
Google AdWords Info-Seeker, Shopper
Short Dangerous
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Local and Vertical Directories
Yelp, CitySearch, InsiderPages.com
YellowPages.com, SuperPages.com, YellowBook.com
Yahoo! Local
Savvy Source, Angies List, Judys Book
GreatSchools.com, Care.com
Craigslist, Local Newspapers
Local blogs and parenting guides
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Niche Local Directories Factor In
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Local SEO Ranking Factors
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Google Places/Local SEO: The Nitty Gritty
Claim your listing!
o Use main keyword and location in your name: Not La Petite Academy
Instead La Petite Academy Preschool, Newark NJ
o Keep your N.A.P. (Name Address Phone) consistent across all citations
Three Most Important Ranking Factors:
o Categories Chosen Choose Carefully!
o Citations
o Reviews Use Social Media, Collaboration Tools
Three Most Important Marketing Factors:
o Pictures
o Reviews
o Link to Website, preferably with Offer
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Google Places/Local SEO: More On Citations
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Traditional SEO
Strategic Planning
o Informed choices regarding keywords and geo-location terms
o Competitive research, keyword volume research, conversion research
On-Site Factors
o Title tag
o URL
o Internal link structure
o Consistant NAP on site footer, contact page
Off-Site Factors
o Links to consistent business name, important keywords
o Links from trusted local authorities and directories (Chamber of Commerce, community groups, local charities, blogs, directories)
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Step One: Planning Step Two: Execution
NAP
Keywords
On-Site Keyword
Use
Off-Site Citations & Directories
Google Places Name & Categories
Off-Site Links
Google Places
Website
Directories
Planning is Crucial!
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
AdWords Pay-Per-Click Listings
Pay for listings rather than hope & pray
Large amount of screen real estate
Extensions: Sitelinks
Reviews
Phone Number
Maps
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
AdWords & AdWords Express
AdWords Express AdWords
Can choose only category Choose keywords group intelligently
Can set budget per day Can bid on specific keywords and keyword groups according to importance
Write ads to category Write ads to specific keywords and keyword groups to maximize relevance
Cannot optimize Quality Score Optimize and increase Quality Score CTR through keyword groupings and ad text optimization
Pay higher costs per click than AdWords advertisers
With solid optimization, pay lower costs per click than both AdWords Express advertisers and other AdWords advertisers
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Dont Pay a Premium for your Clicks!
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Tactics Used by Larger Franchises
Amiable Interactive Search Engine Marketing, Pay-Per-Click Management 2011 Amiable Interactive
Push vs. Pull in the Perception Funnel
St. Elmo Lewis: Push
Information Age: Pull
Where do parents control the process?
Unaware
Neutral
Positive Perception
Consideration
Choice
Enchantment
Brand Advocacy
Info
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Amiable Interactive Search Engine Marketing, Pay
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