Wolfgang Essentials 2016 - Short Talks
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Transcript of Wolfgang Essentials 2016 - Short Talks
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NERD ALERT!
Nine out of fifty-one websites audited by the Wolfgang SEO team in the past twelve months
affected by spider traps.
That’s 17.64%, or one in six of our SEO clients here today!
Crawl Budget“The amount of time or number of pages Google allocates to crawl a site.”
275*30 = 8250 = estimated monthly crawl budget
The Infinite Calendar Trap
The Never-Ending URL Trapwww.website.com/category/product/
product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/product/...
The Session ID TrapOften encountered when sites use tracking parameters such as ‘jsessionid’, ‘sid’, ‘opt’, or ‘affid’, to track users without a reliance on cookies
The Faceted Navigation TrapFaceted Navigation aka Mega Menus are great for UX as they:
• Permit users to combine selections to zero in on results.• Enable users to make those selections in any order.www.website.com/category/product/SortByBrand/SortBySize/
SortByColour/SortByNumberOfProductsPerPage/SortByPriceHighToLow/SortByPriceLowToHigh/...
Products BrandsPrice
RangesSort Price High/Low Sizes Colours
2000 50 5 2 5 4=
There’s loads of different solutions to each of these specific crawl issues.
Need to determine what’s important to your business and manage crawl budget accordingly.
Links Still Matter!
“I can tell you what they are. It is content. And it’s links pointing to your site.”
Andrey Lipattsev, Senior Search Quality Strategist at Google – March 2016
Why Use Native Ads? • Link from a high Domain Authority website
• 53% more likely to be clicked than display ads
• Reach a wider audience
• Brand exposure
• Traffic to your website
A Case Study: American Holidays
The Results:
The Results:
Don’t worry we’ll sort yer title slide out
Source
Implementation Stats
Google Results
What is Structured Data?• Semantic
vocabulary added to the code of your website
• Uses JSON-LD, Schema, Microdata & RDFa
• Tells Search Engines how the page is structured and not ‘just what it says’
Knowledge Graph
SERP Search Bar
Ratings & Reviews
The Benefits
Enhance Authority. Quality signals
Increase CTR. Attract searchers
eyeballs Improve rankings
Source
Optimise Visibility. Frog hop competitors
The FutureGoogle’s investment in Structured Data:
Schema.org
Structured Data Rich Cards Data Highlighter
Google Structured Data Testing Tool
Use Structured Data to optimise visibility, enhance authority & increase CTR.
@WolfgangDigital
Facebook Video Vs YouTube
Where is your video budget better spent?
The Results are
this shocking!
The Wolfgang Experiment
3 Key KPIs
Impressions
Overall Watched
Time
Quality Watched
Time
Which one should you use?
Benefits
• Great for quality watched time
• 5 seconds per impression
• Non-completed views (or less than 30sec views) are free!
• Great for impressions
• Niche (specific target)
• Sharable content
The Authentic Advertising Revolution
The Advertising U-Turn
How can a brand become authentic?
User Generated Content Boosts
Authenticity
The #53DegreesNorthChallenge
Red Bull #FupOffRain
#TescoMobileChallenge
Being Brave with #GoCreate
#FaceSwapSpaceSwap
Before you start your own UGC campaign…
Is this photo on their phone already?
Is it a simple brand coherent idea?
Re-Use the Authentic Images
Create a Community
…..Have Fun!
Don’t worry we’ll sort yer title slide out
Video on social is great BUT can we generate leads
and find paying customers from it?
Case Study: Plan International Ireland
Social Media Strategy
• Step 1: Brand awareness – Video Campaign
• Step 2: Interest: Web Traffic• Step 3: Conversion: Remarketing
with Lead Generation Ads
Facebook Triple Audience PlayFacebook Custom
Audience: Video
ViewersFacebook Custom
Audience: Emails &
Lookalikes
Facebook Custom
Audience: Website
Visitors & Lookalikes
Leads – Facebook Lead Generation Ads
Animated gif??
Video: ‘Stop Child Marriage’
• Step 1: Brand awareness • Facebook loves video!• Very cost effective: avg. Cost per
View €0.01• Developing Custom Audience:
Video Viewers
Website Traffic• Step 2: Interest (and Conversions!)
• Targeting: Video Viewers and other Custom Audiences
• Developing Custom Audience: Web Visitors
• Educate users … and generate donations
NEW! Facebook Lead Generation Ads • Step 3: Conversions• Innovative ad format• Remarketing Campaign• Targeting: Custom Audiences
(Video Viewers, Website Visitors)
Results• Brand awareness: nearly 200,000 video
views at €0.005 (!)• Interest: Facebook ads were 2nd highest
source of traffic to website• Website Conversions: +90% vs. previous
period• Leads: 75% cheaper than TV• Advocacy: thousands of comments, shares
and likes
Put your brand in front of your target audience,
capture them as Custom Audiences, bring them on a journey and drive results!
ROPO
Is ROPO impacting your Business?
How many of us ROPO?
Big ticket items
User ID View
AdWords & Analytics data
Distance From Location Extension
Geo Report Within Analytics
Data in Distance Groups
<10km 10 to 20 20 to 30 30 to 50 50 to 100 100 to 150 150+0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
1.41% 1.36%1.62%
1.80%
2.63%
2.95%
4.07%
Conversion Rate & Distance From Store
Conversion Rate
‘Natural’ Conversion Rate
Estimating ROPO
Took conversion rate from sessions 150+km – 4.07%
Subtract conversion rate from <20km groups – 1.41%
2.66% estimated ROPO conversion rate for people living within 20km
Every online sale from within 20km led to another 2 in store
Over 80% of sessions came from within this <20km area
For every $92 spent acquiring customers, just $1 is spent converting them
Econsultancy’s Conversion Rate Optimisation Report
Improve Page Relevancy
159% conversion rate lift!
Simplify the Enquiry Process
798% conversion rate lift!
Simplify the Enquiry Form
108% conversion rate lift!
Key TakeawaysIdentify large portions of relevant traffic and improve landing page relevancy for this trafficSimplify the enquiry process
Simplify the enquiry form
Answers on the SERP
Conversions on the SERP
Conversions on the SERP
Conversions on the SERP
Purchases on the SERP
Red: 23rd June 2015Green: 25th June 2015
Q: What date did Google Announce its Analytics & Adwords integration for Audiences?
Red: YesGreen: No
Q: You have a 20 second video and you promote it in YouTube. If I watched 18 seconds of your video would you have to pay for that view?
Red: TrueGreen: False
Q: You can view Facebook Canvas on both desktopand mobile.
Red: 14%Green: 40%
Q: What proportion of Irish adspend goes online?
Red: TrueGreen: False
Q: Users will see Structured Data on your website.
Red: proportional modelGreen: linear model
Q: Which attribution model credits all channels equally?
Red: FalseGreen: True
Q: All analytics users can now track Cross Device Transactions via the Cross Device Report.
Red: 3Green: 4
Q: Up to how many paid search results can show on top of the desktop SERP?
Red: TrueGreen: False
Q: Facebook allows advertisers retarget everybody who has seen a multi-product ad.
Red: TrueGreen: False
Q: According to the IAB, adspend on VOD eclipsed Classifieds in 2015.
Red: BrendanGreen: Rob
Q: The 4 Wolfgangers with Mozblogs are Alan, Kenia, Ciaran and
Red: TrueGreen: False
Q: Google’s new Custom Audiences allows advertisers upload email addresses to analytics and create audiences from there.
78
Q: TIEBREAKER: Wolfgang Digital have how many clients?