Phil McMinn, head of Google Grants and Jonny Grum, head of social media marketing at Torchbox Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Effective Search
and Social in 2016

3. @JonnyGrum & @Phil_McMinn
#????@JonnyGrum @Phil_McMinn

4. #CCSouthWest

5. So,
Why are we here?

6. Organic Search & Social
Plugging the gaps with paid
10 tips for paid campaigns

9. Organic search
What does organic search look like in 2016?
Two things to consider for context:
1. Google would quite like you to pay
2. Google want to answer queries themselves

10. Organic search: a key change
Oh look
why are the
ad buttons
green now?
Weren’t
they yellow
before?

11. Organic search: a key change
So long, Grantspro…

12. • More paid (expanded text) ads at the top of Google
than before
• Increased use of “Position 0” / featured snippets
• Knowledge graph results
• Twitter / News verticals
• (not provided) data
Organic search: changes and
challenges

13. One obscured
organic result
above the fold
:(

14. Latest Searchmetrics 2016 report into
SEO shows

16. Organic search
SEO….
It’s always been hard, but it’s getting harder.
What can we do about it?

19. 2006-2007

20. “Facebook was primarily a consumer
product at the time. Back then, We
gave all those things away for free.
Only after we had a good, organic kind
of interaction... did we really layer ads
on top of that.”
Mark Zuckerberg

22. 2007-2011

26. “Ideally, we want News Feed to show
all the posts people want to see in the
order they want to read them.
….every time someone visits News
Feed there are on average 1,500
potential stories from friends, people
they follow and Pages for them to see,
and most people don’t have enough
time to see them all.”
Facebook Ads FAW

27. “Organic reach of the content brands publish in
Facebook is destined to hit zero. It’s only a matter of
time.” - Ogilvy, 2014.

28. So has it hit zero?

31. Your
Message
Here

32. Jab
Jab
Hook

36. Organic social
It’s getting harder but we’ve not hit Facebook
zero!
Can paid social support your campaigns and
help you meet your objectives? Of course!

37. SEOPaid Search

38. 2 examples of how Paid and SEO
can work together
1. Use Paid to plug the gaps
in your organic search

39. Paid search: plugging the gaps

40. Paid search: plugging the gaps

41. Let’s talk about Bryan Adams

42. What
happens
when you
Google:
“here I am”?

43. Paid search: plugging the gaps

44. Paid search: plugging the gaps
CEO on Radio 4 that morning? Write an ad!
Panorama documentary coming up on
something relevant to you? Write an ad!
Breaking news about something in your field?
Write an ad!
Got a rubbish FAQ page covering 25 different
topics in one page that doesn’t rank for any of
them? Write an ad! Write lots of ads!

45. 2. Use AdWords data to
improve your SEO, and
vice versa
2 examples of how Paid and SEO
can work together

46. Where are the gaps in our SEO?
What content are we missing on the site
that we could be ranking for?
How can we outrank the competition for
competitive terms?
How should we divide up our paid search
budget? What are the priorities for paid?
Common problems to solve

47. What SEO can teach AdWords

48. What AdWords can teach SEO

49. What AdWords can teach SEO

50. What AdWords can teach SEO
Plug the gaps where your content might let you
down
Provide new content generation ideas (and hard
stats) to improve your SEO and your overall
Domain Authority.
You’ll have the data to make a good case
around content generation!

51. A USUAL NON-PAID ROUTINE?
CREATE CONTENT
OPTIMISE CONTENT
SHARE CONTENT
DRIVE ACTIONS

53. A USUAL ROUTINE?
CREATE CONTENT
OPTIMISE CONTENT
SHARE CONTENT
PAID PROMOTION
DRIVE ACTIONS

57. How about a new routine?
CREATE CONTENT
OPTIMISE CONTENT
AMPLIFY CONTENT
BUILD AUDIENCES
SEGMENT AUDIENCE
REMARKET
REPEAT
DRIVE ACTIONS

59. An integrated campaign…

60. An integrated campaign…

61. The results?

62. 629% ROI

63. 10 TIPS TO IMPROVE YOUR PAID
CAMPAIGNS
1. Know your objectives
2. Know your audience
3. Beware! Broadmatch!
4. Use remarketing
5. Custom Audiences
6. Concentrate on content
7. Optimise for site engagement
8. Tag your URLs
9. Expand what you track
10. Attribution modelling

64. 1. Know your objectives
Know your objectives.
Choose the right platform.
Set benchmarks & KPIs.
Pay for what matters to you!

65. 2. Know your audience
Our alternative title for
today’s talk…

67. - Use your platform analytics to understand who
your audience is and what they’re looking for.
- Define your target audience(s) after you’ve
defined your objectives.
- Targeting large numbers of people isn’t precise
or cost-effective!

68. 3. BEWARE!
BROAD MATCH!

69. 4. Use remarketing
Define your audiences in Google Analytics
Import those audiences into AdWords
• Show those people tailored ads
• Increase your bids for just those users
• Bid on keywords only when those users search
• Send them to a specific, tailored landing page
(e.g. Unbounce built) for special offers

70. Example audiences might include:
• Users who viewed your Jobs page but didn’t
apply
• Users who downloaded a PDF but didn’t
donate
• Users who started to donate but dropped out
somewhere in the funnel
• Users who donated last year

71. Use segments in Google Analytics to build audiences based
on your goals and your user behaviour.

72. 5. Use custom audiences
Use Facebook & Twitter tracking pixels
Measure CPAs more effectively
Build custom audiences & lookalike audiences.
Think outside the box to grow your audiences!

73. Remarketing
Behaviour
& interest
targeting
Demographic
targeting

74. 6. Concentrate on content
Promote your best content
Optimise your ads to increase quality scores
Think about using how & where to use video

75. 7. Optimise for site engagement
Get rid of rubbish content
Optimise campaigns through site analytics
Interrogate your metrics

76. ‘Peter Drucker was right
when he wrote:What gets
measured gets managed.’
Larry Prusak, Harvard
Business Review
https://hbr.org/2010/10/what-cant-be-measured/

77. 8. Tag URLs
Tag your URLs correctly using a tool like Google
Analytics URL builder.
http://bit.ly/Epik-1

78. 9. Expand what you track
Think of what more you could be tracking
• Scrolling behaviour
• Eventbrite signups
• Video plays
• Adjust your bounce rate for long form content

79. 10. Look at attribution modelling
• Don’t settle for last-click
• Try position-based or time decay models
• Build your own
http://bit.ly/Custom-Attribution

80. To recap…
1. Know your objectives
2. Know your audience
3. Beware! Broadmatch!
4. Use remarketing
5. Custom Audiences
6. Concentrate on content
7. Optimise for site engagement
8. Tag your URLs
9. Expand what you track
10. Attribution modelling

81. And lastly…
test & learn!

82. Any questions?

83. Get in touch
Jonny Grum
jonny.grum@torchbox.com
Phil McMinn
phil.mcminn@torchbox.com