Marketing in the Digital Age Raja Saggi Head of SME Marketing, Google.

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Presentation transcript:

Marketing in the Digital Age Raja Saggi Head of SME Marketing, Google

My background Head of SME Marketing at Google Staying in touch: Google+ Twitter.com/rajasaggi LinkedIn

Agenda Optimize your website Search Analytics Test & Iterate Content

The Checkout

Good Artists Copy, Great Artists Steal

Attractive visuals Clear layout Up to date content Like the search box Good sharing links

Tagline, clear CTA + Offer Step by Step Validation Video Simple Pricing Clean layout Sharing icon Above the fold

Clean layout Clear product & Pricing Sharing icon Micro- conversions

Optimize your Website Clean site layout Above the fold Call to action (CTA) Social validation Promote sharing Micro conversions & macro conversions

Agenda Optimize your website Search Analytics Test & Iterate Content

Information is powerful

Everyone is Searching 10:20am Family Holidays 5:40pm Organic Grocer 3:45pm Baby Names 9:30am Breathing Techniques

(After 8 seconds) Your Customers Expect to Find You

Real Estate Matters

Control Your Message

Ad Extensions

Common AdWords Mistakes Poor keywords – too broad – no negative keywords Keywords/ads unrelated to landing pages Poor choice of ad text No conversion tracking Uncompetitive bids (controlled by budget) If in doubt, call

Agenda Optimize your website Search Analytics Test & Iterate Content

Google Analytics: Top Sources Report

Google Analytics: Avinash – ‘all traffic sources end to end’ Keyword 1 Keyword 2 Keyword 3 etc Keyword 1 Keyword 2 Keyword 3 etc

Google Analytics: Landing Page Report Landing Page 1 Landing Page 2 Landing Page 3 etc Landing Page 1 Landing Page 2 Landing Page 3 etc

Google Analytics: In Page Analytics* Image from Avinash’s blog

Agenda Optimize your website Search Analytics Test & Iterate Content

Leap and Learn Can it be improved?

Leap and Learn Obama 2008: 6 of the 24 variants

The Winning Page

Agenda Optimize your website Search Analytics Test & Iterate Content

Social Media integrated with website

Agenda Optimize your website Search Analytics Test & Iterate Content

Resources Google Webmaster Tools Google Trends Mobile: Howtogomo.com Consumer barometer Online Marketing Education: Learn with Google Google Analytics/Avinash Kaushik’s blog Google support number: