Google online marketing
Inhoudsopgave
Google online marketng................................................................................................................................ 1
Display advertsiin...............................................................................................................................................3
1. Making display ads meet your goals............................................................................................................3
2. Understanding ad networks........................................................................................................................3
3. How retargetng works................................................................................................................................3
Coiiect throunh email.........................................................................................................................................4
1. Email marketng basics................................................................................................................................4
2. Your email marketng optons.....................................................................................................................4
3. Crafing great marketng emails..................................................................................................................4
4. Managing successful email campaigns........................................................................................................5
5. Measuring succes in email marketng.........................................................................................................5
Get discovered with search..................................................................................................................................6
1. Intro to Search engine optmiiaton............................................................................................................6
2. The importance of an SEO plan...................................................................................................................6
3. The SEO process...........................................................................................................................................6
4. How to choose keywords.............................................................................................................................6
5. Setng realistc SEO goals............................................................................................................................6
2. Taking a business online..............................................................................................................................7
3. Understanding customer behavior..............................................................................................................7
4. How to stand out from the competton.....................................................................................................7
5. Using goals to improve business performance...........................................................................................8
Takiin a busiiess oiliie.......................................................................................................................................8
1. Your online goals..........................................................................................................................................8
2. Building your online presence.....................................................................................................................8
3. Marketng your online presence..................................................................................................................8
SEO.......................................................................................................................................................................9
1. Search engine basics....................................................................................................................................9
2. Get started with search...............................................................................................................................9
3. How search engine see the web................................................................................................................10
4. Organic search explained...........................................................................................................................10
5. Paid search explained................................................................................................................................10
6. Google search console...............................................................................................................................10
Build your web preseice....................................................................................................................................10
1. Choosing your online presence.................................................................................................................10
2. How websites work....................................................................................................................................10
3. Key website ingredients.............................................................................................................................11
4. Websites and your business goals.............................................................................................................11
5. Make your website easy to use.................................................................................................................11
6. Website design do’s and don’ts.................................................................................................................12
Make search work for you..................................................................................................................................12
1. Making your web pages search friendly....................................................................................................12
2. How other websites can work for you.......................................................................................................12
3. Cross borders with SEO..............................................................................................................................12
Be iotced with search ads.................................................................................................................................13
1. Introducton to search engine marketng SEMM).......................................................................................13
2. The SEM aucton........................................................................................................................................13
, 3. What makes a good keyword....................................................................................................................13
4. Make your adverts stand out....................................................................................................................13
Improve your search campainis........................................................................................................................13
1. Achieve relevance with good structure.....................................................................................................13
2. Get the most from your keywords............................................................................................................13
3. Fine tune with keyword match types........................................................................................................14
4. How to know what’s working and what isn’t............................................................................................14
Get iotced with social media............................................................................................................................14
1. Social media basics....................................................................................................................................14
2. The right social media sites for you...........................................................................................................14
3. Setng your goals for social media............................................................................................................14
4. Getng on social media.............................................................................................................................14
Deep dive iito social media...............................................................................................................................15
1. Your long-term social media plan..............................................................................................................15
2. Advertsing on social media.......................................................................................................................15
3. Measuring succes in social media..............................................................................................................15
Get started with coiteit marketin..................................................................................................................15
1. Intro to content marketng........................................................................................................................15
2. Get to know your online customers..........................................................................................................15
3. Choose the right format for your content.................................................................................................15
5. Help your content be seen........................................................................................................................16
Advertse oi other websites...............................................................................................................................16
1. What is display advertsing?......................................................................................................................16
2. Search advertsing vs. display advertsing.................................................................................................16
3. The ins ands outs of display advertsing....................................................................................................16
Make the most of video.....................................................................................................................................16
1. The rise of online video.............................................................................................................................16
2. How video fts into your online strategy...................................................................................................16
3. Creatng video content within your budget..............................................................................................16
4. Sharing and promotng your video’s.........................................................................................................17
5. Advertsing on video sharing website........................................................................................................17
6. Measuring video performance..................................................................................................................17
Get started with aialytcs..................................................................................................................................17
1. What is web analytcs?..............................................................................................................................17
2. Make web analytcs work for you..............................................................................................................17
3. Tracking specifc goals with web analytcs................................................................................................18
Turi data iito iisinhts.......................................................................................................................................18
1. Using data to understand audiences.........................................................................................................18
2. Understanding the Data Cycle...................................................................................................................18
3. Creatng actonable insights from your data.............................................................................................18
4. Managing numbers using spreadsheets....................................................................................................18
5. Presentng data efectvely........................................................................................................................18
Build your oiliie shop........................................................................................................................................19
1. Using e-commerce to sell..........................................................................................................................19
2. Taking payments and manage orders.......................................................................................................19
Sell more oiliie..................................................................................................................................................19
1. Creatng a smooth e-commerce experience.............................................................................................19
2. Product promoton and merchandising.....................................................................................................19
3. Retargetng for e-commerce.....................................................................................................................19
Expaid iiteriatoially.......................................................................................................................................20
1. Introducton to internatonal marketng and export.................................................................................20
, 2. Validatng your new market......................................................................................................................20
3. Being understood abroad..........................................................................................................................20
Display advertising
1. Making display ads meet your goals
Stel doelen in. Denk aan de verschillende stappen van de customer journey in een funnel.
Awareness
Doel: Zorgen dat klanten weten dat je bestaat.
Je target een groot publiek met adverts die aandacht van klanten trekt.
Bijv. “Mijn podcast is de grootste in NL”
Interest
Doel: de mening van de klant vormen en iorgen dat mensen je onthouden in de toekomst.
Hier kun je je doelgroep verkleinen en berichten plaatsen waarin je jouw voordelen t.o.v. de
concurrentM) laat iien/ voordelen benadrukt van jouw dienst of product.
Desire
Doel: focussen op mensen die al willen wat jij voor een oplossingM) hebt
Hier kun je je bericht heel erg verfjnen en inioomen op wat jouw product io goed maakt.
Bijv. “Ik heb ioveel subscribers” of reviews van klanten
Acton
Doel: mensen je product laten kopen.
Hier kun je je richten op conversie.
Bijv.: advertentes met speciale aanbiedingen plaatsen.
Dit noem je retargetng.
Illustrate gemengd met tekst is de beste manier van display advertsing. In de stap
awarenessM)
2. Understanding ad networks
Je kunt sites waar je op wilt worden geadverteerd ielf bereiken, maar je hebt ook
bemiddelaars: networks.
- Brengen je samen met sites waarop je wil adverteren
- Laten je bepalen waar je advertentes worden geiien en wie ie ial iien
- Zorgen voor geld
- Laten je weten hoe de advertentes werken wat brengen ie opM)
3. How retargeting works
Eerst moet je je doelgroep bepalen. Bijv alle beioekers die iijn gestart met abonneren maar
niet hebben afgerond. Je kunt ie bijv. Speciale aanbiedingen laten iien. Zodra ie
geabonneerd iijn kun je ie advertentes laten iien waarin je ie uitnodigt voor andere
podcasts.
Inhoudsopgave
Google online marketng................................................................................................................................ 1
Display advertsiin...............................................................................................................................................3
1. Making display ads meet your goals............................................................................................................3
2. Understanding ad networks........................................................................................................................3
3. How retargetng works................................................................................................................................3
Coiiect throunh email.........................................................................................................................................4
1. Email marketng basics................................................................................................................................4
2. Your email marketng optons.....................................................................................................................4
3. Crafing great marketng emails..................................................................................................................4
4. Managing successful email campaigns........................................................................................................5
5. Measuring succes in email marketng.........................................................................................................5
Get discovered with search..................................................................................................................................6
1. Intro to Search engine optmiiaton............................................................................................................6
2. The importance of an SEO plan...................................................................................................................6
3. The SEO process...........................................................................................................................................6
4. How to choose keywords.............................................................................................................................6
5. Setng realistc SEO goals............................................................................................................................6
2. Taking a business online..............................................................................................................................7
3. Understanding customer behavior..............................................................................................................7
4. How to stand out from the competton.....................................................................................................7
5. Using goals to improve business performance...........................................................................................8
Takiin a busiiess oiliie.......................................................................................................................................8
1. Your online goals..........................................................................................................................................8
2. Building your online presence.....................................................................................................................8
3. Marketng your online presence..................................................................................................................8
SEO.......................................................................................................................................................................9
1. Search engine basics....................................................................................................................................9
2. Get started with search...............................................................................................................................9
3. How search engine see the web................................................................................................................10
4. Organic search explained...........................................................................................................................10
5. Paid search explained................................................................................................................................10
6. Google search console...............................................................................................................................10
Build your web preseice....................................................................................................................................10
1. Choosing your online presence.................................................................................................................10
2. How websites work....................................................................................................................................10
3. Key website ingredients.............................................................................................................................11
4. Websites and your business goals.............................................................................................................11
5. Make your website easy to use.................................................................................................................11
6. Website design do’s and don’ts.................................................................................................................12
Make search work for you..................................................................................................................................12
1. Making your web pages search friendly....................................................................................................12
2. How other websites can work for you.......................................................................................................12
3. Cross borders with SEO..............................................................................................................................12
Be iotced with search ads.................................................................................................................................13
1. Introducton to search engine marketng SEMM).......................................................................................13
2. The SEM aucton........................................................................................................................................13
, 3. What makes a good keyword....................................................................................................................13
4. Make your adverts stand out....................................................................................................................13
Improve your search campainis........................................................................................................................13
1. Achieve relevance with good structure.....................................................................................................13
2. Get the most from your keywords............................................................................................................13
3. Fine tune with keyword match types........................................................................................................14
4. How to know what’s working and what isn’t............................................................................................14
Get iotced with social media............................................................................................................................14
1. Social media basics....................................................................................................................................14
2. The right social media sites for you...........................................................................................................14
3. Setng your goals for social media............................................................................................................14
4. Getng on social media.............................................................................................................................14
Deep dive iito social media...............................................................................................................................15
1. Your long-term social media plan..............................................................................................................15
2. Advertsing on social media.......................................................................................................................15
3. Measuring succes in social media..............................................................................................................15
Get started with coiteit marketin..................................................................................................................15
1. Intro to content marketng........................................................................................................................15
2. Get to know your online customers..........................................................................................................15
3. Choose the right format for your content.................................................................................................15
5. Help your content be seen........................................................................................................................16
Advertse oi other websites...............................................................................................................................16
1. What is display advertsing?......................................................................................................................16
2. Search advertsing vs. display advertsing.................................................................................................16
3. The ins ands outs of display advertsing....................................................................................................16
Make the most of video.....................................................................................................................................16
1. The rise of online video.............................................................................................................................16
2. How video fts into your online strategy...................................................................................................16
3. Creatng video content within your budget..............................................................................................16
4. Sharing and promotng your video’s.........................................................................................................17
5. Advertsing on video sharing website........................................................................................................17
6. Measuring video performance..................................................................................................................17
Get started with aialytcs..................................................................................................................................17
1. What is web analytcs?..............................................................................................................................17
2. Make web analytcs work for you..............................................................................................................17
3. Tracking specifc goals with web analytcs................................................................................................18
Turi data iito iisinhts.......................................................................................................................................18
1. Using data to understand audiences.........................................................................................................18
2. Understanding the Data Cycle...................................................................................................................18
3. Creatng actonable insights from your data.............................................................................................18
4. Managing numbers using spreadsheets....................................................................................................18
5. Presentng data efectvely........................................................................................................................18
Build your oiliie shop........................................................................................................................................19
1. Using e-commerce to sell..........................................................................................................................19
2. Taking payments and manage orders.......................................................................................................19
Sell more oiliie..................................................................................................................................................19
1. Creatng a smooth e-commerce experience.............................................................................................19
2. Product promoton and merchandising.....................................................................................................19
3. Retargetng for e-commerce.....................................................................................................................19
Expaid iiteriatoially.......................................................................................................................................20
1. Introducton to internatonal marketng and export.................................................................................20
, 2. Validatng your new market......................................................................................................................20
3. Being understood abroad..........................................................................................................................20
Display advertising
1. Making display ads meet your goals
Stel doelen in. Denk aan de verschillende stappen van de customer journey in een funnel.
Awareness
Doel: Zorgen dat klanten weten dat je bestaat.
Je target een groot publiek met adverts die aandacht van klanten trekt.
Bijv. “Mijn podcast is de grootste in NL”
Interest
Doel: de mening van de klant vormen en iorgen dat mensen je onthouden in de toekomst.
Hier kun je je doelgroep verkleinen en berichten plaatsen waarin je jouw voordelen t.o.v. de
concurrentM) laat iien/ voordelen benadrukt van jouw dienst of product.
Desire
Doel: focussen op mensen die al willen wat jij voor een oplossingM) hebt
Hier kun je je bericht heel erg verfjnen en inioomen op wat jouw product io goed maakt.
Bijv. “Ik heb ioveel subscribers” of reviews van klanten
Acton
Doel: mensen je product laten kopen.
Hier kun je je richten op conversie.
Bijv.: advertentes met speciale aanbiedingen plaatsen.
Dit noem je retargetng.
Illustrate gemengd met tekst is de beste manier van display advertsing. In de stap
awarenessM)
2. Understanding ad networks
Je kunt sites waar je op wilt worden geadverteerd ielf bereiken, maar je hebt ook
bemiddelaars: networks.
- Brengen je samen met sites waarop je wil adverteren
- Laten je bepalen waar je advertentes worden geiien en wie ie ial iien
- Zorgen voor geld
- Laten je weten hoe de advertentes werken wat brengen ie opM)
3. How retargeting works
Eerst moet je je doelgroep bepalen. Bijv alle beioekers die iijn gestart met abonneren maar
niet hebben afgerond. Je kunt ie bijv. Speciale aanbiedingen laten iien. Zodra ie
geabonneerd iijn kun je ie advertentes laten iien waarin je ie uitnodigt voor andere
podcasts.
