Day Eight - Paid Search Marketing, Usability and User Centric Approach to the Web

Morning Session - Paid search marketing

Nominated trainers
Robin Richmond, head of search, Big Mouth Media

Afternoon Session - Usability and user centric approach to web build

Nominated trainers
Tim Fidgeon, usability consultant

Paid Search Advertising

Understanding the PPC Advertising Networks

A guide to the networks, both search and content, will highlight success factors and differences between key search engines

  • Google
  • Yahoo!
  • MSN
  • Miva

Effective Planning


  • Devising campaign architecture and structuring
  • Setting realistic objectives
  • The best tools and sources for keyword profiling
  • Working with the key search engines - benefits of site targeting, demographic targeting, positional preference, ad scheduling etc.
  • Trademark registration
  • Achieving a balance between paid and natural search for complete brand
  • International considerations for PPC campaign

Positioning Your Creative


  • Copywriting that will increase ad click-through rates
  • When and how to use keyword insertion tools
  • Approaches to testing creative
  • Tactics to increase conversion rates, such as deep-linking landing pages
  • Integration with promotions and offers

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A Strategy that Works


  • Understanding the Google Quality Score
  • Selecting the right bidding strategy, including effective use of automated cost per acquisition and ROI strategies
  • Utilising Day Parting strategies
  • Integrating your PPC with offline campaigns
  • Identifying and dealing with click-fraud

Tracking and Analysis


  • The benefits of using industry leading tools
  • Analysing the competitor landscape
  • Analysing data and understanding latent sales
  • Identifying and managing click-fraud
  • Optimising search terms sets

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Usability and User Centric Approach to Web Build

Introduction - the Importance of Usability for Online Success


  • Definitions and benefits
  • Conversion rates and benchmarking performance
  • Calculating conversion and the revenue impact of usability

Usability Design Principles


  • The key usability principles to be considered in the design of navigation, homepages, page layout, forms and error messages in the usability experience
  • Workshop of developing navigation based on the card sorting methodology information

The Usability Lifecycle


  • How you can integrate usability activities throughout the web site design process, applying practical techniques based on relevant usability standards such as ISO 13407 Human-centred design processes for interactive systems
  • Workshop demonstrating user and task profiling
  • Usability testing - When to apply it and best practice methodology tips and live demonstration of testing

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