Varier Retailer Marketing Academy #2Google 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)

GoogleSome 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 GoogleAdwords

= Paid

SEO = “Free”

2 ways into GooglePaid (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 year

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 website50 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 Business1. You own it / are visible 2. Get the right data (phone e.g.)3. Opening hours4. Upload pictures5. See reviews6. 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