maximising search engine marketing...goal conversions google analytics drive your digital marketing...

Maximising Search Engine Marketing

Search Marketing and Google Analytics

Why Digital Marketing?

UK Business Digital Index 2016

52% state cost savings is one ofthe advantages to being online, a significant

increase from 33% in 2015

60% of UK charities now advertising online

vs. 30% in 2015

53% are now also taking onlinepayments, vs. 24% in 2015

UK Business Digital Index 2016

Blackbaud Index 2016

Online donations rose by an average of 17% in Autumn 2016

Overall donations fell 2.7% over the same period

Why is digital winning?

• Targeted

• Scalable

• Trackable!

• Millennials

Why is digital winning?

Google Analytics

How it works

Search Console

Google Analytics

Website

Search Console

Google Analytics

Tag ManagerWebsite

Search Console

Google Analytics

Heap of other stuff

Search Console

Tag ManagerWebsite

Search Console

Google Analytics

Tracking numbers

Search Console

Tag ManagerWebsite

Search Console

Google Analytics

Heap of other stuff

Tracking numbers

Search Console

Tag ManagerWebsite

Google Analytics

Data Analysis

AgeGenderInterestsLocationDevices

Organic SearchPaid SearchSocial MediaReferrals Display Emails Direct

User EngagementLanding PagesExit PagesTechnical Information

EcommerceGoal Conversions

Google Analytics

Drive Your Digital Marketing Strategy

Users

Google Analytics

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

Direct Display Email Organic Search Paid Search Referral Social

Revenue

Google Analytics

0

5,000

10,000

15,000

20,000

25,000

30,000

Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May

Direct Email Organic Search Paid Search Referral Social

Google Analytics

0

50000

100000

150000

200000

250000

300000

Paid Search Organic Search Referral Direct Social Display Email

Users Revenue

Maximising Your Search Engine MarketingSearch Engine Results Page

SEO

Paid Search

Paid Search

SEO

Paid Search EngineMarketingGoogle Ad Grants

$-

$5,000.00

$10,000.00

$15,000.00

$20,000.00

$25,000.00

$30,000.00

$35,000.00

$40,000.00

Feb-

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Feb-

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Clicks Cost

Case Study

• Local Charity – 70% of total traffic

• Medium-Sized UK wide – 60%

• Large UK wide – 7-10%

Case Study

• $10,000 per month value

• Usually over 300 clicks per day

• Targeted traffic

Benefits

• $2 maximum bids

• Ad Quality Filter

• CTR must be > 1%

Considerations

Paid Search EngineMarketing

Ad Rank

d Rank = Max Bid x Quality Score

QS 5 x £2 = 10 (position 2)

QS 8 x £1.50 = 12 (position 1)

*£1.26 paid


AdWords Structure

Account

Ad GroupKeyword

A

AccountCampaignAd GroupKeyword

A

AccountCampaignAd Group

AccountCampaignAd GroupKeyword Run London Marathon

Join Virgin Marathon 2017 Run for charity Charity places for marathon

AccountCampaignAd GroupKeyword

Ad text BAA B

Run London Marathon Join Virgin Marathon 2017 Run for charity Charity places for marathon


Grant vs Paid

Grant Accounts

Information Campaigns• Beneficiaries• Carers• Professionals

Campaigning

VolunteerRevenue Driving

• Donations• Events

Paid Accounts

Revenue Driving• Donations• Events• Own Fundraising• Gift In Wills• Corporate Support• Disasters

Paid Search EngineMarketingWorkshop Activity

A sandstorm has destroyed MosEisley on Tatooine.

You need to promote an appeal to raise money to repair the Mos

Eisley Cantina.

Emergency Appeal Workshop

• 6-10 Keywords

• 1 Ad

• Trackable Conversions

Emergency Appeal Workshop

• Start with the end in mind

• Obsess about relevancy and quality

• Answer what people want to know

• Bid more for your most important keywords

7 Top Tips To Takeaway

• Don’t rush your ad copy

• Invest time in building lists of keywords

• Monitor and adapt

7 Top Tips To Takeaway

Any Questions

Maximising Search Engine Marketing

An Introduction To SEO

What is search engine optimisation?

“The methodology of strategies and techniquesused to increase the amount of visitors to a website by obtaining a high ranking placement in the search results page of a search engine –including Google, Bing, Yahoo and other search engines”

Introduction to SEO

Introduction to SEO

How Does It Work?

How is Page Rank Determined?The Google Algorithm!

How Does It Work?

• Improved visibility in search engines

• Increased user traffic to the website

• Increased conversions, e.g.• Info to beneficiaries• Donations• Volunteer signups• Sales

Benefits of SEO

Technical SEO

On-Page SEO

Off-Page SEO

Overview of SEO

• Duplicate Content• Poor Mobile Experience• Slow Page Speed• Incorrect Redirects• Messy URL’s

Technical SEO

• “Content is King”

• “Content is where I expect much of the real money will be made on the internet”

• https://www.craigbailey.net/content-is-king-by-bill-gates/

Value of Content

• It is great for SEO / drives traffic opportunity online

• Generates new Leads &Donations

• Adds value to your product / service

“But the broad opportunities for most companies involve supplying information or entertainment. No company is too small to participate.”

Why is Content King?

• Understand your audience

• Answer questions your audience are asking

• Aim for 250+ words

• Fresh / New content gives you the market leader advantage

• Builds authority and trust with Google

Content

Off Page SEO/Backlinks

Algorithm Updates

Penguin(2013)

anda011)

Hummingbird(2013)

Pigeon(2014)

Possum(2016)

Mobilegeddon(2015)

Any Questions

Streamline keywords to 3 (Primary, Secondary, Long Tail)

Write meta title, meta description & first paragraph

Create a rough outline of a donation page

Practical

Get your website tracked:• Google Analytics • Google Search Console

Identify the 10 most important pages on your website

Pick 2 – 3 keywords you want to target for each page

Top SEO Tips

• Research your competition for these keywords

Put the keyword(s) in your:• Page title• Header tags – H1, H2• Meta description• Within the first paragraph of content• Image alt tags

• Use www.AnswerThePublic.com

Top SEO Tips

Thank You!

maximising search engine marketing...goal conversions google analytics drive your digital marketing...

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