Wolfgang Digital Client Breakfast - The Slides
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Transcript of Wolfgang Digital Client Breakfast - The Slides
Welcomes You….
WelcomeWelcomeWelcome
Agenda1. Wolfgang News2. Ian Dodson, DMI3. Cera Ward, Google4. How did our January Predictions Fare?5. The Big Win 99% of your Competitors are Missing.6. Video, primed to explode!7. Transforming Social Media from a Busy Fools’ Paradise to a
Demand Generating Machine.8. 5 Key Takeaways You Can Action Today!9. Q & A10. Last Person Standing Quiz – WIN AN iPAD!!!
New Wolfgang Gaff
Brendan & Ciaran Got Married!
New Team Members
Ed & Al Peddled To Paris
All Ireland Champ
Digital Media Awards 2013
Best Integrated Campaign
Best Search Campaign
Grand Prix Winners!
Ian Dodson, Digital Marketing Institute
Cera Ward, Google Ireland
Our January Predictions
Organic Traffic
World’s Leading SEO Authority
Keywords
Adwords Dynamic Search Ads
For example…
Why?
• Google report 15% of search queries every week are NEW!
• Client A – 10% of additional Adwords Revenue• Client B – 8% of additional Adwords Revenue• It’s not all about retail…• Client C – 50% additional conversions
Product Listing Ads
• Still not available in Ireland• We have campaigns running in the UK, USA &
Australia
UK Results – Client A
• Conv. Rate 144% times greater than Text Ads
• Outperforming Irish campaigns• Branded traffic has also grown by over 50%
Product Listing Ads Non - Product Listing Ads
US Results – Client B
• CTR 348% greater than text ads• Conv. Rate 560% greater than text ads
CTR Conv. Rate
Product Listing AdsNon - Product Listing Ads
The Next Evolution of PLA’s
Dynamic Remarketing for PLAs
• Shows the user the product(s) they were looking at, with the price and linking back to that product
• Personalisation
Local PLA’s
Finally, Google Glass…
Non-Retailers
Image Extensions - Beta
CRO: Your Secret Weapon
The Conversion
The Challenge
>95% of your traffic will not
convert
Conversion Rate Optimisation
Making data informedchanges to a website, to improve conversion rate and make it moreprofitable.
The BenefitsIncreasing revenue
without increasing traffic
Makes all marketing channels work harder
It Keeps Giving
Take an €800k website to the €1 million mark
Case Studies
The Care Trust
Testing Explained
z
z
3% to 4%
13 % to 16%
The Care Trust
Kilkenny Shop
Website Health Check
Google Analytics
Website Survey
Third Party Tracking
In-Store Survey
Session Recording
Kilkenny Shop
Website Health Check Split Testing
Google Analytics
Website Survey
Third Party Tracking
In-Store Survey
Session Recording
Variation Design
A/B Split Test
Outperform Original
The Split Test
The Result
In Good Company
Insert Jens Video Here
Social Media - Transforming A Busy Fools' Paradise into a Demand Generating
Machine
Irish Social Media Stats
• 2.4 million Facebook users• 1 million LinkedIn users• 600,000 daily Twitter users
Bone of Contention
Purchase Funnel
It’s About What Happens After the Purchase
Brand Advocacy
Where Great Digital Marketing Happens:
People’s Digital Media Usage
People’s Purchase Behaviour
XXXXXXXXXXXXX X
Purchase Behaviour-Nielsen Consumer Attitudes Survey
What Do People Do on Social Media?
How Content Feeds Social
Tactics
• What To Talk About• Blog• Infographics• Video• Email
What To Talk About
• Be useful, interesting or entertaining• Speak with personality
Blog Posts
• Drive traffic to your website • Influence your Google ranking
Infographics
• Infographics are on FIRE!• Traffic-generating machines
Digital Media Awards
Digital Media Awards
Heatwave Economics
Heatwave Economics
InfoGAAphic
InfoGAAphic
Our New Invention The Instructagraphic
Video
• Enrich the social media experience for your followers
• Add dimension to your website
• Dark social• Very valuable for direct response• Social Media & Email
So how do you transform a busy fools' paradise into a demand generating
machine?
GREAT STRATEGY & EPIC CONTENT!
5 Key Takeaways You Can Action Today
Why reviews matter
…and how to get them
“We have a potential launch later this year…looking at the quality of merchants …because we don’t want low quality experience merchants to be ranking in the search results.”
Matt Cutts of Google. Photo: Thomas Hawk
Email customers post-purchase
Link to Google+ from your website and newsletter
Have in-store reminders
DO
Offer incentives for reviews
Fake them
DON’T
Takeaway No. 2
Google Global Market Finder
digital marketing
Find Your Market Finder
Find Your Market
3 Blogging Tips You Can Action Today
Takeaway Number 3
Think About Your Page Title
Think About Your Page Title
• These are the second most important part of your on-page SEO after your content
• Format: Primary Keyword - Secondary Keyword | Brand Name
• 70 Characters
Google Authorship
• Link your content to your PERSONAL Google+ account and become an authority in your area
• Place this code in your HTML at the beginning of each blog post
<a href="[profile_url]?rel=author">Your Name</a>
Google Authorship
Blog Post Titles• Use numbers
– 9 Things You Should Consider Before Applying For A Car Loan
• Make big promises – The Ultimate Guide to Exploring Sydney– How to Dominate Google Search in 3 Easy Steps
• Solve a problem for your ideal reader– 4 Epic Christmas Gift Ideas For Your Girlfriend
• Use emotion– Display Ads Are A Crock Of Shit– 6 Reasons Ireland is Great In The Sunshine
Takeaway no 4
Is Your Site Mobile Friendly?
Takeaway no 5
Pope’s Inauguration
• Accenture report – 74% of Irish Consumers own a smartphone
• 91% want better data connections• 4G is going to make this happen• Your site needs to be ready
Howtogomo.com
Be like Enda…
Questions & Answers
Last Person Standing Quiz
Your chance to win an:
Game Rules
• All questions are multiple choice (A or B).• Raise your right hand if you think A is the
correct answer.• Raise your left hand if you think B is the
correct answer.• If you get an answer wrong, you must sit
down.• Last one standing wins!
1. How old is Google?
A) 15
B) 25
1. Answer - A
Google turned 15 last Friday.
2. What percentage of Irish consumers own a smartphone?
A) 74 %
B) 66%
2. Answer - A
74% of Irish consumers now own a smartphone.
3. What was the name of Google’s very recent algorithm upgrade?
A) Penguin
B) Hummingbird
3. Answer - B
Google’s most recent algorithm was named Hummingbird.
4. What percentage of Google searches have never been seen before?
A) 15%
B) 5%
4. Answer - A
15% of all Google searches are queries which have never been searched for before.
5. What is the more trusted form of information according to Nielsen?
A) High quality website content.
B) Recommendations from friends
5. Answer - B
According to Nielsen, consumers trust recommendations from people they know more than any other form of advertising.
6. What is an average E-commerce conversion rate in Ireland?
A) 3 – 5%
B) 1 – 2%
6. Answer - B
The average E-commerce conversion rate is around 1-2% in Ireland.
7. In what year did the agency now called Wolfgang Digital Start?
A) 2008
B) 2010
7. Answer - A
Wolfgang Digital (formerly OnlineAdvertising.ie) started trading in June 2008.
8. What is the average drop in conversion rate for each second it takes for your website to load?
A) 2%
B) 7%
8. Answer - B
For every second you make your users wait for your website to load, your conversion rate drops by an average of 7%.
9. How many Facebook friends does the average Irish Facebook user have
A) 260
B) 280
9. Answer - B
• The average Irish Facebook user has 280 friends. The global average is 130.
10. According to Nielsen, Which is a more trusted source of information
A) Ads on TV
B) Emails I signed up for
10. Answer - B
• 50% of consumers trust emails they signed up for 47% trust ads on TV.
Tie-Breaker
Google celebrated their adopted birthday last Friday, but on what date was Google actually founded?
September 4th 1998
Google was founded on the 4th of September 1998, but they retrospectively adopted the 27th of September as their official birthday.