The online marketing workshop covers topics like pay per click advertising, web traffic analytics, search engine optimization, email marketing, and social media campaigns. It discusses setting up and optimizing pay per click campaigns on Google AdWords and other platforms. The workshop also reviews analyzing website traffic and key performance indicators using tools like Google Analytics. Additionally, it addresses best practices for search engine optimization, developing successful social media campaigns, and implementing targeted email marketing strategies.

1. Online Marketing Workshop Keith Feighery: Digital Strategist

2. Overview Pay per Click Advertising Web Traffic Analytics Search Engine Optimisation Email Marketing Social Media Campaigns Tracking Key Performance Indicators

3. Pay Per Click Advertising

4. Google Adwords

5. 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

6. 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

7. Analytics

8. Google Analytics

9. Search Engine Optimisation

10. Some Key Factors 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 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 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 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. Social Media Campaigns

14. Social media campaign Essentials of a successful campaign Know your target audience Plan goals and aims of campaign Prepare internal organisation for impact of social media Identify stakeholders and task them with ownership Pick platforms and tools that relate to your identified audience Implement a pilot programme and monitor and analyse campaign progress Revise approach and campaign based on feedback Roll-out on different platforms and business areas incrementally

15. Implementing a social media campaign Benchmark existing stats Current site statistics - PPC and Organic Search Twitter followers, Facebook fans, Digg Links, existing traffic etc.. Quantify ROI benchmarks – customer acquisition, advertising spend per channel Design and develop the campaign Decide on channels Stakeholders Expectations Pilots Revision points Monitoring process Engagement process

16. Metrics that can be measured Traffic Traffic volumes, PPC, Organic, sources, keywords, affiliates, time spent on site, bounce rates etc.. Levels of Interaction Comments etc… - engaged customers are quality customers Sales Targeted Landing pages for specific channels (Dell generated 1.5M sales on twitter in 18 months) Leads/Conversions If not possible to convert online – therefore create other mesaurable conversions Links Video links – Tagged: YouTube, Vimeo, Blip.tv Blog Links – trackbacks, comments, direct references Digg Links

17. Email Marketing

18. Email Applications

19. Best Practices Integrate with CRM system Segment Database, Dynamic Content, Customer focused messages Optimise and Test Subject Lines Have to attract attention and get through SPAM blocks Deliverability Own IP Address,Set up SPF records Share with Social Network Make it easy to share email content with networks Clear Calls to Action Ensure clear to customer what next step is

20. Best Practices Organic Opt-in List Growth Don’t buy lists – when people unsubscribe – ensure they are Frequency Think relevancy - Be cognisant of SPAM Constantly Test Test Content, Images, Subject Line, Address, Calls to actions, placements, layout Template Design Fresh brand centric design

21. Lifecycle Messaging Lifecycle messaging Understand spend or action patterns of users Address these with customised and personalised offers Reduce customer churn and increase repeat business and retentions Follow up segmented mails help convert recent prospects Needs to be done fast – or else you lose intent Email Recommendations: Cheetah, E-Dialog – large Enterprise Solutions Stormpost, Goolara or ExactTarget aWeber, Triggermail, GetResponse – Medium size Enterprises

22. Newsletter Examples

23. Targeted Email Campaigns Interested Prospects, Engaged Customers and Lapsed Customers Prospects, Optin for emails, visit your Web site, make an online purchase or visit a retail location. Engaged Customers maintain or increase purchase levels, strengthen loyalty, encourage recommendations to friends Lapsed Customers, gaining an understanding of their concerns, attempts to re-engage them , prevent them from switching allegiance to another compan

24. Elements of Email Campaign Campaign elements appropriate for Interested Recipients might include: Welcome messages Lead warming activities Promotions for first purchase Messaging elements to Engaged Customers can encompass: Renewal notices Shopping cart abandon notices Service alerts Receipts Reminders of upcoming events Special promotions for top customers Targeting based on Web site page visits Tactics to re-engage Lapsed Customers include: Sending surveys to identify reasons for lack of engagement Offering incentives to re-visit the Web site Delivering promotions to encourage purchases

25. Online Key Performance Indicators

26. Typical TrackableKPIs Unique Visits Cost per click / Click Through Rates / CPM Cost per Lead / Sale Bounce rate Returning visitors Abandonment rate Recency Rates Average Revenue Per User Average Revenue Per Paying User

27. Additional KPIs Conversion Rates and Costs 3rd Party Links – Emails, Promotions, Affiliates New account sign-ups Article or press release views Newsletter signups Page views per session No. of site specific downloads

28. Appendix

29. PPC and SEO Some Sites 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

30. Google Global FirefoxPlugin http://www.redflymarketing.com/googleglobal/google_global-2.0.4.xpi.

31. Google Offline Adwords Editor Google Offline Adwords Editor and Manager