Online Marketing presentation to the Enterprise Platform Programme in Tallaght IT.

1. Online Marketing Workshop Keith Feighery: Digital Strategist

2. Overview Pay per Click Advertising Affiliate Marketing Search Engine Optimisation Email Marketing

3. Pay Per Click Advertising

4. PPC Introduction Analyse your specific market Use Keyword Tools Analyse your online and offline competitors Trellian.com, Google keywords tool Create the PPC accounts Google, Bing, Yahoo Divide the main account into sub campaigns and Groups Enables highly targetted Ad Cam Create Longtail multi-word bids Over 60% searches use 3 or more words Set up a Conversion points and Track Adjust constantly to ensure optimisation

5. PPC Tips Match your keywords to optimised and tested landing pages What does Google's important "Quality Score” mean Based on CTR, relevancy of keywords, ads and landing pages High quality score means higher ranking with lower bid costs Tools and strategies to find the best PPC keywords Google Adwords Keyword Spy Wordze WordTracker Write highly optimised and design ads to attract highly targeted clicks Make sure landing pages are relevant Repeat bid keywords in copy (they are bolded and increase CTR) Try out “Arrow” formation Clear Calls to Action Dynamic Keyword Insertion

6. Some Links www.seochat.com www.searchengineland.com http://www.webmasterworld.com/ www.interleado.com www.redcardinal.ie www.ringjohn.com www.voodoo.ie www.seomoz.com http://www.webceo.com http://www.desktop-reporting.com/polaris.html http://www.redflymarketing.com http://www.google.com/intl/en/adwordseditor http://www.redflymarketing.com/googleglobal/google_global-2.0.4.xpi

7. Affiliate Networks Google Affiliate Network (Double Click) offers: Industry-leading advertiser and publisher service Rigorous network quality standards Reliable conversion tracking Detailed reporting Automated payments to publishers Simple link and creative delivery tools Flexible commissions Access to top brands on the web

8. Search Engine Optimisation

9. Google Analytics

10. Key Factors http://www.seomoz.org/article/search-ranking-factors

11. Top 5 Ranking Factors Keyword Focused Anchor Text from External Links - 73% very high importance External Link Popularity (quantity/quality of external links) 71% very high importance Diversity of Link Sources (links from many unique root domains) 67% very high importance Keyword Use Anywhere in the Title Tag 66% very high importance Trustworthiness of the Domain Based on Link Distance from Trusted Domains (e.g. TrustRank, Domain mozTrust, etc.) - 66% very high importance

12. Next 5 Important Factors Keyword Use in Internal Link Anchor Text on the Page 47% moderate importance Keyword Use in External Link Anchor Text on the Page 46% moderate importance Keyword Use as the First Word(s) in the H1 Tag 45% moderate importance Keyword Use in the First 50-100 Words in HTML on the Page 45% moderate importance Keyword Use in the Subdomain Name 42% low importance Keyword Use in the Page Name URL 38% low importance

13. Key Broad Algorithmic Factors Trust/Authority of the Host Domain 24% Link Popularity of the Specific Page 22% Anchor Text of External Links to the Page 20% On-Page Keyword Usage 15% Visitor/Traffic & Click-Through Data 7%

14. Website Optimisation

15. Website Optimisation Dynamic Testing of all elements of site to gain greatest traction Test Copy, Calls to Action, Images, Placement The $300,000,000 Button Both Split (A/B) and Multi-Variate Test Define and set up conversion points Can have massive impact on optimising goals Major sites all split test headlines and images Feedback into final design

17. A/B Split Testing

18. Define specific site goals (sale, sign-up etc..)

19. Test two specific pages (typically high volume landing pages)

20. Commercial tools (Vertster) or Google Optimiser

21. Monitor which test is performing better

22. Use Variable rate or throttle testing to vary the percentage of traffic that gets routed to the various pages

23. Multi-Variate testing

24. Enables variable testing of elements within single pages

25. Different copy text, form layouts and even landing page images and background colours together

27. Sites http://www.marketingexperiments.com/blog/ http://www.iamalandingpagedesigner.com/my-blog/ http://www.widerfunnel.com/

28. Typical TrackableKPIs Uniques Conversion Rate Cost per click Cost per Lead / Sale Bounce rate Returning visitors Abandonment rate

29. Additional KPIs 3rd Party Links – emails, promotions New account signups Article or press release views Newsletter signups Page views per session Visitors per Lead / Sale No. of Leads / Sales No. of PDF download

30. More KPIs Track forums, blogs and RSS GeoLocation – IP tracing PDF and Word documents download tracking Viral tracking Commerce calibration and reporting Benchmarking and trend analysis for 3+ years Usability and accessibility Integration into CMS, CRM, Intranets and other database systems

32. Segment your traffic and ensure you can analyse each cohort by source and revenue

33. Understand, analyse and measure key traffic metrics

34. Cost Per Click

35. Click Through Rate

36. Cost per Acquisition

37. Cost Per Lead

38. Life Time Value

39. Tacking User cohorts – fall-off rates

40. CPM, eCPM

41. ARPU

42. Follow @andrew_chen or http://andrewchen.com to see some interesting analysis and models