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Marketing in the Digital Age

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Marketing in the Digital Age

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  1. Marketing in the Digital Age Raja Saggi Head of SME Marketing, Google

  2. My background Head of SME Marketing at Google Staying in touch: • Google+ • Twitter.com/rajasaggi • LinkedIn

  3. Agenda • Optimize your website • Search • Analytics • Test & Iterate • Content

  4. The Checkout http://www.youtube.com/watch?v=3Sk7cOqB9Dk

  5. Good Artists Copy, Great Artists Steal

  6. Clear layout Like the search box Attractive visuals Good sharing links Up to date content

  7. Above the fold Sharing icon Clean layout Tagline, clear CTA + Offer Simple Pricing Video Step by Step Validation

  8. Sharing icon Above the fold Clean layout Clear product & Pricing Micro-conversions

  9. Optimize your Website • Clean site layout • Above the fold • Call to action (CTA) • Social validation • Promote sharing • Micro conversions & macro conversions

  10. Agenda • Optimize your website • Search • Analytics • Test & Iterate • Content

  11. Information is powerful http://www.youtube.com/watch?v=muOTv9hSJlg

  12. Everyone is Searching Breathing Techniques 9:30am Family Holidays 10:20am Baby Names Organic Grocer 3:45pm 5:40pm

  13. Your Customers Expect to Find You (After 8 seconds)

  14. Real Estate Matters

  15. Control Your Message

  16. Ad Extensions

  17. Common AdWords Mistakes • Poor keywords • too broad • no negative keywords • Keywords/ads unrelated to landing pages • Poor choice of ad text • No conversion tracking • Uncompetitive bids (controlled by budget) If in doubt, call 0800 169 0702

  18. Agenda • Optimize your website • Search • Analytics • Test & Iterate • Content

  19. Google Analytics: Top Sources Report

  20. Google Analytics: Avinash – ‘all traffic sources end to end’ Keyword 1 Keyword 2 Keyword 3 etc

  21. Google Analytics: Landing Page Report Landing Page 1 Landing Page 2 Landing Page 3 etc

  22. Google Analytics: In Page Analytics* Image from Avinash’s blog

  23. Agenda • Optimize your website • Search • Analytics • Test & Iterate • Content

  24. Can it be improved? Leap and Learn

  25. Obama 2008: 6 of the 24 variants Leap and Learn

  26. The Winning Page

  27. Agenda • Optimize your website • Search • Analytics • Test & Iterate • Content

  28. Social Media integrated with website

  29. Agenda • Optimize your website • Search • Analytics • Test & Iterate • Content

  30. Resources • Google Webmaster Tools • Google Trends • Mobile: Howtogomo.com • Consumer barometer • Online Marketing Education: Learn with Google • Google Analytics/Avinash Kaushik’s blog • Google support number: 0800 169 0702