6. Left & Right Traditionally: Organic: the ‘Left side’ of Search Paid: the ‘Right side’ of Search That’s all changing… www.craigbailey.net
7. Aims Understand Search Engine Marketing Advice on using AdWords effectively Highlight 3 AdWords Strategies Introduce Facebook advertising www.craigbailey.net
8. Craig Bailey Worked in IT for 20 years CTO and Technical Director Microsoft MVP for 3 years Google Analytics Qualified Microsoft adExcellence Member Run my own web based businesses SEO and Google AdWords for clients ‘Web Strategist’ ? www.craigbailey.net
13. Organic versus with Paid Organic (SEO) ‘Investment’ Long term Indirect control Paid (SEM) Single shot Quick results Direct control www.craigbailey.net
14. Top 3 Reasons to Use Paid Traffic Conversions Testing as an input to SEO Bonus: Block your competitors www.craigbailey.net
18. Search Engine Share Source: *comScore **Hitwise AU Bing in Australia via Yahoo Search Marketing (YSM!) Bing & Yahoo Search Alliance – October-ish www.craigbailey.net
19. Recap so far Traffic -> Conversions -> Sales Organic versus Paid Paid -> Google AdWords www.craigbailey.net
20. Winning With AdWords Add Google Analytics and set up Conversion Tracking (test everything!) Understand that Search trends change Remember: It’s an auction (Quality Score) www.craigbailey.net
36. 1. Tight Grouping Campaign (per country/region per network) Ad Group per product/service Bid prices per keyword URLs per keyword (optional) www.craigbailey.net
37. 2. Ad Positioning Position #1 is not always the best Avoid ‘click happy’ searchers Use the Keyword Positions report www.craigbailey.net
61. Facebook Ad Tips Images are the key! Create multiple ads (same text, different images) Use dark images Create ads for each age group New ads every 7 days Use FB Landing Tabs (not Wall) www.craigbailey.net
64. Summary SEM is a key component for Traffic Conversions Testing Use it in conjunction with your SEO www.craigbailey.net
65. Resources SEO SEO Book – Aaron Wall SEOmoz Google AdWords PPC Blog PPC Hero Google Analytics Occam’s Razor - Avinash Kaushik Facebook All Facebook HyperArts www.craigbailey.net