Varier Retailer Marketing Academy #2
Google Marketing for retailers starts in a couple of
minutes, waiting for the last attendees to get the
technical stuff working 

Agenda for this webinar
• Introduction – who am I and why am I speaking
• About the webinars
• Disclaimer
• Insights and numbers from Google (Emil)
• Learn about Google Marketing (Adwords and SEO)
• Google My Business
• Google Analytics
• Sum up and questions

Why me / us?
• Founder/Senior Digital
Marketing Specialist at
Compell
• Experience from before
Google (First PC 1996, First
website 2000)
• Google Premier Partner
• Facebook Managed Agency
• Extremely specialized team
working from Denmark
Strategy,
business &
numbers
Digital
natives
Creative
mindsets
(Ninjas)
The Magic
Happens 

Why this webinar?
• Varier wants to grow their business
• Varier wants YOU to grow – both in Varier sales and
other products!
• Digital revolution – problems and opportunities – lets face
it together
• Produced in collaboration with Frode Karlsen, Linda
Ødegaard, Kasper Eriksen and the rest of the marketing
department.

Disclaimers,
yes we have to!
• English, I´ll do my best
• Global trends, might
differ from your country
• We want to inspire you
to do it yourself!
• Feedback is very much
appreciated
• Webinar will be recorded and
distributed afterwards.
• Please ask questions, write
them and I´ll catch up on the
fly – both technical or my
language!
• Sum up and more questions
in the end.
• Time is around ~45 minutes
depending on my speed and
your questions 
Practical stuff

Insights and numbers from Google
(Emil)

Google
Some years ago I asked:
”Do you know Google?” 

What is Google?
You know all the basics – but what can Google
do for you…?
Customers Revenue Branding

2 ways into
Google
Adwords
= Paid
SEO =
“Free”

2 ways into Google
Paid (Adwords)
• Pay per click
• Decide budget
• Start / stop
• Ready within 1 day
Free (SEO)
• Optimization (onpage
and offpage)
• Content production
• Linkbuilding
• Consultants or your
time
• From 1 month to 1

Chairs Stühl

Google Adwords  How to
Create Account
(Free)
Define
keywords and
ads
Define budget
and target area
Get clicks /
customers
Evaluate /
repeat

How simple is it? (1€ daily )
1) Do it yourself through the web interface
2) Google free setup for the first 4 weeks
3) Get help from a local consultant

Example – Furniture store in Aarhus
• Budget for 1 month = 1.000DKK =
160 DKK daily budget
• Focus on keyword ”chair” (CPC 5)
 32 daily clicks / 1.000 clicks in all
campaigns
• Only focus on keyword ”chair” for
people within 5 miles of the
physical store
1000 clicks to website
50 visits to store
5 orders, avg. Basket
size 5.000
25.000 revenue
ROI 5

Google My Business

People use Google for brands they
know

Register/Verify your retail store
online

Why Google My Business
1. You own it / are visible 
2. Get the right data (phone e.g.)
3. Opening hours
4. Upload pictures
5. See reviews
6. Insights from Google My
Business statitics

How to do it?
Go to GMB
website
Add your
businesss to
GMB
Verify with
phone or
postcard
Create /
update profile
Use the
insights 

Google Analytics

Website statistics software – 3
questions
1. Where they
come from?
2. Who are they?
3. What do they
do?

Example – Geography / Demographics

Example – How many and where?

Example – What do they on website?

Google Analytics can help you
• Insights about your website and users
• Insights about online marketing spend (adwords)
• Insights about how your website is performing
• And 10.000 other things 
Google Analytics – how to?
1) Get installed on website if not, its free!
2) Get data (wait )
3) Analyze and make descions, evaluate marketing

Take-aways from today!
• Google is your friend 
• Try out Google Adwords – it will work i promise!
• Registers on Google My Business
• Google Analytics – your new best friend
Questions – thank you for your time / Slides will be sent