2. Francis Skipper
VP of Digital Marketing
617-259-1605
francis@451marketing.com
linkedin.com/in/francisskipper
@fskip
www.451Marketing.com
3. Half of the money I spend on
advertising is wasted;
the trouble is I don’t
know which half.
-John Wanamaker (1838-1922)
4. Search engine popularity has increased
Worldwide, 1,722,071,000,000
searches conducted on Google last year.
(Yes, that’s trillion)
4,717,000,000 Per Day
12. What Types of Content Engages Your Target Audience(s)?
13. clicks media mentions
views
What You Measure Should
downloads
Be Based on Overall Sales,
impressions
Marketing, and Brand Goals
purchases
shares
unique visits
keyword performance/effectiveness
23. What Can You Measure?
Traffic sources: direct, referral, search, campaigns
Page visits
Downloads
Mobile visits
Top referrers
Conversion rates and goal tracking
Geo-tracking
Adwords comparison (we’ll get into this a little later)
24. Google Analytics is FREE
Google Analytics Premium costs $
(451 Marketing will be hosting a Google Analytics webinar in August – stay tuned!).
27. Pay only for results
With AdWords you're charged only if someone
clicks on your ad and lands on your website, not
when your ad is displayed. In other words, you
only pay when your advertising works.
Start with any budget
How much you invest is up to you – there are no
minimum budget requirements and no minimum
terms.
28. FYI: Standard Ad Pricing Lingo
CPM Cost Per Thousand Impressions
CPC Cost Per Click
CPL Cost Per Lead
CPA Cost Per Acquisition
34. Google Adwords Keyword Tool utility helps with discovering the phrases
people enter while searching for what they want
35. https://adwords.google.com/o/KeywordTool
FREE!
Google Keyword Tool is helpful for beginners to learn keyword phrase research and
its role in SEO before investing in premium SEO tools.
37. www.wordtracker.com
Save time - get thousands of keywords instantly
Attract more website traffic - create Google-friendly content
38. www.wordtracker.com
Find long tail keywords that are relevant, steal your competitors'
keywords which helps you piggyback on their success, and it can help
you organize all of your work without tons of spreadsheets.
See who's linking to your web pages as well as your competitors'
pages. Target a specific sector and build/manage as many
campaigns as you want.
Increase your productivity. Find your targeted keyword niches. Plan
your PPC and organic campaigns. See Google's estimates of
seasonal trends in popularity. Report and monitor your results. You
can also discover your site's market share of target keywords.
39. www.wordtracker.com
7 day free trial on their premium products but it does cost to use the program.
However WordTracker does offer some free tools including
keyword research tool, Gtrends and more.
48. http://raventools.com/
Raven Internet Marketing Tools is an online platform that helps users
quickly research, manage, monitor and report on SEO, social media
and other Internet marketing campaigns.
49. http://raventools.com/
• SEO tools
• Social media tools
• Advertising tools
• Campaign tools
• Content tools
58. http://www.compete.com/us/
See traffic data for over 1 million sites
Discover competition and related sites
Monthly email reports of sites you're interested in.
Compare multiple sites in one graph
59. http://www.compete.com/us/
• Create apps, tools, and graphs to
visualize data
• Plan advertising campaigns based on
consumer behavior
• See impact of previous
advertisements
60. http://www.compete.com/us/
• Pro mode enables you to see
marketing strategy of
competitors
• Shows 2 years of metric data
• Compare multiple domains at
once
• See keyword search success
of competitors
67. http://www.quantcast.com/
• Measures more than 25 million web audiences
• Aims to connect advertisers with customers
• Measures site activity and demographics/geographics
68. http://www.quantcast.com/
• Helps you understand what specific
audiences are likely to engage in
• Allows you to learn about audience
behaviors and tendencies
74. http://hootsuite.com
• Schedule tweets
• Allows for integration of internet
apps such as YouTube
(advantage over TweetDeck)
• Organize lists, trends,
interactions, and tweets
• Pro version allows for
integration of Google Analytics
and Facebook Insights.
79. www.facebook.com
• Real-time graph of all page posts and impact (interactions, reach)
80. www.facebook.com
• Shows percentage change
over time.
• See how users access your
page (web or mobile)
• See how many people
check in to your venue
81. www.facebook.com
• See demographics of users accessing your page.
• Weekly email updates
83. https://bitly.com/
• Allows users to shorten lengthy URLs
• Useful to include in social media outlets.
• Sign in easily with Twitter/Facebook account
88. www.tweetdeck.com
• Very similar to Hootsuite, minus
analytics dashboard
• Sync Twitter with account
• Organize lists, trends, interactions,
and tweets
• Fully-customizable dashboard of
Twitter content.
• Pro version enable integration of
Google Analytics and Facebook
Insights
Free or $5.99/mo. for Pro
