GOOGLE, YOUTUBE OVERVIEW · Google Overview YouTube Overview Mark Neal, Adwords Specialist...
Transcript of GOOGLE, YOUTUBE OVERVIEW · Google Overview YouTube Overview Mark Neal, Adwords Specialist...
GOOGLE, YOUTUBE OVERVIEW
DISCUSSION TOPICSGrace
#Fails
Facebook Debrief
Google Overview
YouTube Overview
Mark Neal, Adwords Specialist
Assignment Review
Quiz
THIS WEEK
QUIZ LEADERS1. Blake
Maddie
2. Jack Bennett
Clay
3. Jack Barth
Justin
Jake Hibben
4. Ethan
5. Johnnie, Luke Rogers, Josh Mikkola, Cristy
What would you do?
#SANDY
HEY, MR. HR RECRUITERI can do Facebook ads and posts
I know how to blog on Wordpress
I know what lots of initials mean (CTA, CTR, etc)
I know my way around a Creative Brief
I would know how to respond to a social media crisis without #failing
I know some key metrics for measuring digital marketing success
FACEBOOK METRICS REVIEW
LANDING PAGE LEADERS (VISITS)
Team Two76
Team One95
Team Three193
Team Four256
LANDING PAGE VISITS BY PLATFORMInstagram
1.0%Facebook Desktop
9.4%
Facebook Mobile89.5%
GOOGLE OVERVIEW
GOOGLE SEARCH PROCESS
Web crawlers—>
Index—>
Search Algorithm —>
Rank—>
Results
GOOGLE INDEXING PROCESS
THREE KEY SEO FACTORS
Relevance
Expertise
Trust
GOOGLE ON-PAGE RELEVANCE FACTORSTextual*: Uses relevant keywords
Temporal*: Content related to a moment in time
Geographical*: Location (explicit or implicit)
Contextual: Where user is (e.g. Mobile vs. Desktop)
History: User’s previous searches
Cohorts: Behavior of users in similar group
GOOGLE ON-PAGE EXPERTISE FACTORS
Depth of content
Breadth of content
Well-organized, structured, detailed
References and links to other sources
TRUSTWORTHINESS
Website as a whole:
Backlinks
Low bounce rates; high session duration
Privacy policies
Editorial policies
Security updates
SEO ON-PAGE STRATEGIESUse of targeted keywords in content
Write in-depth content and keep pages updated
Can web crawlers find your content?
Is the content mobile-friendly?
Are tags and meta descriptions relevant?
Avoid excessive third-party advertising
Avoid “black hat” tactics
BLACK HAT SEODoorway pages: Sending visitors to pages they didn’t click through redirects
Cloaking: content visitor see is different from what’s submitted to search engines
Link spam: Getting links to site from low quality sites (link farms)
Content spinning: Rewording articles and submitting to multiple sites
Content spamming: Replying to posts with links to unrelated sites
Keyword stuffing: Overloading content with keywords
Hidden text: Text or links in same color as background
Directory/article submissions: Paying to submit website or content to low quality directories
SEO AND SEM
SEO (search engine optimization):
Unpaid search results driven by content
SEM (search engine marketing):
Paid search results driven by advertising
SEOSearch Engine Optimization/Organic Content
SEO takes longer than Google Ads to deliver results
No cost when organic search results are displayed or clicked
Organic search results have higher authority than advertising
Links to content from other websites increase authority and visibility (backlinks)
SEO content must be created and refreshed continually
Less expensive cost per customer acquisition
DIGITAL AD MARKET SHARE
2018 AD REVENUES
GOOGLE ADS VS. FACEBOOK ADS
Facebook: Base ads on demographics and interests
Google Ads: Base ads on search keywords
HOW TO ACHIEVE TOP SEARCH RESULTS POSITIONS
AD POSITIONS
Keyword bid amount x Quality Score = Ad Rank
GOOGLE ADS TIPSRelevance
Use “You”
Focus on prospect “end result” (benefit)
Get specific
Special offers/discounts
URL’s in CamelCase
Capitalize all words
Higher CTR if using benefits before features
POPULAR CALLS TO ACTION
Call Today
Order Now
Get Your Free Estimate
Book Your Trip
See Pictures And…
Buy Online for Only…
Contact Us Today
Claim Your Promotion
Search For Your […] Here
GEOTARGETING
AD EXTENSIONS
SEMSearch Engine Marketing/Google Ads
Google Ads is almost real-time; changes are immediate
A good Google Ads campaign (almost) always guarantees placement
Google Ads can be displayed on top of the organic listings; sometimes all that mobile phones see first
Google Ads run on websites that register for Google Ads, the Google Search Engine
and on Google Affiliate Sites
“Rules” for success don’t change as quickly as search algorithms
Intent
YOUTUBE STATISTICSStarted in 2005
1.9 billion active users
Second most visited site in the world
96 percent of 18- to 24-year-old American internet users use YouTube
Reaches more 18-49 year olds than any cable or TV network
Replacing TV for Millennials; by 2025 half of all viewers under age 32 will not subscribe to traditional TV/Cable
70% of viewing on mobile devices
BRAND AWARENESS BY MEDIUM
As of January 2018
SETTING UP YOUTUBE ADS
YouTube advertising campaigns created in Google Ads Manager
Use Google targeting options (demographics, audiences, keywords, topics)
Determine objectives first
YOUTUBE AD OPTIONSNon-skippable in-stream ads: Up to 15 seconds; shown before video; charged per click; strong conversion; efficient
YOUTUBE AD OPTIONS
Skippable In-Stream Ads: Shown before video; charged per view; skippable after five seconds
YOUTUBE AD OPTIONS
Bumper Ads: Six seconds; non-skippable; shown before video view; builds awareness
YOUTUBE AD OPTIONS
Discovery Ads: Shown on right-side of video or search results; cost-per view; better for conversion (intent)
YOUTUBE METRICS
Impressions: How many people were exposed to your video?
Views: How many people watched past the 30-second mark?
View rate: What percentage of people who were shown the ad viewed it?
Cost-per-click (CPC): How much are you spending for every link click from the ad?
Cost-per-view (CPV): How much are you spending for each 30-second view?
Earned actions: How many people subscribed to your channel, visited your website or liked your video as a result of the ad?
GOOGLE ADS WALK-THROUGH
MARK NEAL
Wheaton grad
Author, “The Surprising Imagination of C. S. Lewis”
Social and search advertising expert
WALK-THROUGH AGENDAKeywords
Ad Architecture
Ad Creation
GOOGLE ADS ARCHITECTURE
Campaigns
Ad Groups
Ads
GOOGLE ADS LOGIN AND LANDING PAGES
URL: https://ads.google.com
Landing Pages:
Team 1 https://wcdigitalmktg.com/t1/
Team 2 https://wcdigitalmktg.com/t2/
Team 3 https://wcdigitalmktg.com/t3/
Team 4 https://wcdigitalmktg.com/t4/
ASSIGNMENTS
Create Google Ads campaign (monitor $30.00 budget!)
$10 per day for three days
Google Ads metrics presentation
ASSIGNMENT DETAIL
Create 6 Google Ads ads in your personal Google Ads Campaign in the NEXT yoga account as discussed in class. The ads should be in two Ad Groups: create 3 ads in an Ad Group named "Yoga" and 3 ads in an Ad Group named "Interests."
For the "Yoga" Ad Group, use the correct demographic targeting for your team and use Yoga-related keywords. For the "Interests" Ad Group, use the appropriate targeting and feature keywords that relate directly to your target audience's needs and interests.
Next Week:
Email and Content