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

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

3. Agenda Optimize your website Search Analytics Test & Iterate Content

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

5. Good Artists Copy, Great Artists Steal

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

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

8. Clean layout Clear product & Pricing Sharing icon Micro- conversions

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

11. Agenda Optimize your website Search Analytics Test & Iterate Content

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

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

14. (After 8 seconds) Your Customers Expect to Find You

15. Real Estate Matters

17. Control Your Message

18. Ad Extensions

19. 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

20. Agenda Optimize your website Search Analytics Test & Iterate Content

22. Google Analytics: Top Sources Report

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

24. 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

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

26. Agenda Optimize your website Search Analytics Test & Iterate Content

27. Leap and Learn Can it be improved?

28. Leap and Learn Obama 2008: 6 of the 24 variants

29. The Winning Page

30. Agenda Optimize your website Search Analytics Test & Iterate Content

34. Social Media integrated with website

35. Agenda Optimize your website Search Analytics Test & Iterate Content

36. 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: 0800 169 0702