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

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

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Agenda Optimize your website Search Analytics Test & Iterate Content

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The Checkout http://www.youtube.com/watch?v=3Sk7cOqB9Dk

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Good Artists Copy, Great Artists Steal

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

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

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Clean layout Clear product & Pricing Sharing icon Micro- conversions

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

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Agenda Optimize your website Search Analytics Test & Iterate Content

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Information is powerful http://www.youtube.com/watch?v=muOTv9hSJlg

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

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(After 8 seconds) Your Customers Expect to Find You

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Real Estate Matters

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Control Your Message

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Ad Extensions

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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 0800 169 0702

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Agenda Optimize your website Search Analytics Test & Iterate Content

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Google Analytics: Top Sources Report

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

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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

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Google Analytics: In Page Analytics* Image from Avinashs blog

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Agenda Optimize your website Search Analytics Test & Iterate Content

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Leap and Learn Can it be improved?

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Leap and Learn Obama 2008: 6 of the 24 variants

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The Winning Page

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Agenda Optimize your website Search Analytics Test & Iterate Content

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Social Media integrated with website

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Agenda Optimize your website Search Analytics Test & Iterate Content

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Resources Google Webmaster Tools Google Trends Mobile: Howtogomo.com Consumer barometer Online Marketing Education: Learn with Google Google Analytics/Avinash Kaushiks blog Google support number: 0800 169 0702