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Google 101

Google 101. Find out more about Google‘s products at: www.google.com/services/smallbusiness. Google drives business growth. Google’s search and advertising tools generated $64 billion of economic activity in 2010. http://www.google.com/economicimpact.

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Google 101

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  1. Google 101 Find out more about Google‘s products at: www.google.com/services/smallbusiness

  2. Google drives business growth Google’s search and advertising tools generated $64 billion of economic activity in 2010. http://www.google.com/economicimpact

  3. Customers are online – can they find you? 97%of consumers research products online before buying Source: BIA/Kelsey Group, User View Wave VII, May 2010

  4. Google as part of your strategy Get Found Helping customers find your shop or office with Google Places – for free. Attract Customers Helping promote your business with ads on Google search and the Google Network. Market Intelligence Helping you analyze website traffic to identify why people are coming to your site. Office Productivity Helping you reduce costs and become more productive at the office. www.google.com/services/smallbusiness

  5. Your Website on Google

  6. In this section we’ll cover... • The anatomy of a search engine results page • An introduction to search engine optimization • Tips for promoting your website • An introduction to Webmaster Central

  7. The anatomy of a search results page Query (Keyword)

  8. Organic results on a search results page Organic Results 6

  9. The anatomy of a search results page Ads (Google AdWords)

  10. The anatomy of a search results page Local Results (Places Pages)

  11. Search engine optimization - SEO Helping Google find your website • Use keywords in text. • Keep content fresh. Blogs are great! • Earn links from other sites, treat them like gold. • Drive traffic to your site, make content linkable. • Use a Google Sitemap - ask your webmaster for help! • Don't be sneaky: show Google what humans see. • Don’t rush it. SEO takes a long time!

  12. More tips for promoting your website • Use email for efficient, inexpensive communication. • Use social media to develop relationships with fans. • Promote your website on receipts and other print materials.   • Have special offers available on your website.   • Invite happy customers to write reviews.

  13. Webmaster Central • What you can get out of it: • Sitemap submission • Actionable infoon how Google and humans see your site • Early warning on problems (such as accidentally blocking Google) • Helpful Resources • New tools, best practices and webmaster info • Webmaster Policies and SEO Starter Guide • Answers from other webmasters www.google.com/webmasters

  14. Google Places

  15. In this section we’ll cover... • An introduction to Google Places • The anatomy of a Places page • Creating coupons in Places • Tips for setting up and optimizing your page

  16. Product overview: Google Places Local Listings on Google Search Results 20% of searches on Google are related to location • How does it work? • People search Google.com and Google Maps to find local businesses • Business listings and enhanced data are gathered from multiple sources including: • Websites • Yellow pages data • Direct feed and submissions • Businesses can add or edit their business listings usingGoogle Places Local Listings on Google Maps

  17. Anatomy of a Place Page • Accurate address & phone number • Map and Street View • Details • Ads • Images • Ratings • Related Content • Reviews

  18. Demand for coupons Increase insearches for coupons since 2004 * Source: Google Insights for Search

  19. Guess what you can make within Google Places? • Businesses canadd coupons to their listing for free

  20. Measure impact • Metrics Dashboard • Monitor your listing using theGoogle Places dashboard. • How many people saw your Places listing? • What search terms sent traffic to your business listing? • Make advertising or business expansion decisionswith data you can’t get anywhere else!

  21. Getting started with Google Places Step 1: Go to www.google.com/services/smallbusiness and select Google Places Step 2: Enter your country and business phone number Step 3: Enter/edit your business details Step 4: Verify your listing www.google.com/services/smallbusiness

  22. Market Intelligence • Google Analytics

  23. In this section we’ll cover... • An introduction to Google Analytics. We’ll address questions like: • Why does tracking matter? • How can GA help my business or organization? • What kinds of reports can I see? • Plus: • Google Insights for Search • Google Alerts

  24. Why analytics and website optimization matter Missed Opportunities Website Visitors Who Did Not Become Customers

  25. Product overview: Google Analytics Providing Answers to Difficult Questions Where are my visitors coming from? What keywords did they use to get there? Am I creating effective content? Where are visitors abandoning my shopping cart? Why? How can I improve site interaction? www.google.com/services/smallbusiness 26

  26. Visitors overview

  27. Search engines and keywords

  28. Analytics Intelligence

  29. Product overview: Google Insights for Search Gain insights into what the world is searching for www.google.com/insights/search

  30. Use Google Insights to craft an ad message

  31. Use Google Insights to predict product sales

  32. Product overview: Google Alerts www.google.com/alerts

  33. Office Productivity

  34. In this section we’ll cover... • An introduction to Google Apps • A comparison of the versions • Gmail • Google Docs, including: • Word processing • Spreadsheets • Presentations • Google Calendar

  35. Product overview: Google Apps www.google.com/a

  36. Product overview: Gmail

  37. Product overview: Google Docs and Spreadsheets

  38. Product overview: Calendar

  39. Attract Customers

  40. In this section we’ll cover... • An introduction to Google AdWords. We’ll address questions like: • How much does it cost to use it? • How do I control where my ads show and what they say? • What’s my commitment? • Can I track it?

  41. A paradigm shift Traditional Advertising Advertising Through Google Customers

  42. You pay only for clicks www.AdvancedPlumbingPro.com Pays for the visitor to their site

  43. You’re in control of who sees your ads

  44. You’re in control... AdWords gives you the flexibility to meet goals and be successful. • You control the cost • You control the daily spending limit • You decide where ads appear • You control marketing messages • No minimum term length • Track the total number of conversions • Determine your exact ROI

  45. OK, now you know what you want • Where do ads appear?

  46. The Search Partners

  47. The Google Display Network

  48. In this section we’ll cover... • The structure and limits of a typical AdWords account • Best practices for organizing your account

  49. AdWords account structure AdWords Account Unique email address & password Billing information Campaign Campaign Daily budget Location/language targeting Distribution preference End date Daily budget Location/language targeting Distribution preference End date Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group Keywords Ads Keywords Ads Keywords Ads Keywords Ads Keywords Ads Keywords Ads

  50. How to Build a Good Adwords Campaigns Promote Specific Product Headline 2 lines of Text Display URL (that may not be an actual destination) Target Customers Location (Radius or County) Control Budget with Daily Spend Text or Graphic Ad Choose spcific sites Keywords Unique to Each Campaign Misspellings Singular/Plural Negative Think Like your Customers

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