digital marketing training for startups and agencies
DESCRIPTION
Learn about Google Adwords, Facebook Ads, A/B Testing, Email Marketing and Google Analytics.TRANSCRIPT
WelcomeI’m @CarlSednaoui
carlsed.com/marketing-101
Quick bio● Born in France● Grew up in Panama● Studied finance in Miami● Transitioned to marketing and learned to code in NYC
Previous experiences
Nowadays
Google AdwordsTaking over the world, one click at a time
What you’ll learn● Adwords and how the platform works● The tools available● How to build and launch your first campaign
Part 1: Intro to Adwords● What is Adwords?● How does it work?
What is Google Adwords?● It’s ads on the web● It’s how Google makes money
○ 96% of revenue (investopedia)
Adwords offers 3 different ad products
Search Marketing
Google Display Network (GDN)
GDN: Remarketing
Product Listing Ads (PLA)
We will focus on Search Marketing
Why Adwords?
Adwords #ftw● Great platform to drive relevant traffic
○ Intent-driven marketing (aka: sales!)● Ideal to acquire new customers
○ Higher intent○ Lower in the sales funnel*
● Can be used for quick tests○ Product idea (coming soon)○ Messaging / positioning○ Your ads are live within 10 minutes
*next slide
About that funnel
Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg
Adwords
How does Google know which ads to show?
It’s all about relevancy.
● Relevant keyword● Relevant ad● Relevant landing page
What’s a relevant keyword?
Keyword: An actual word or phrase
Search Marketing: bid on keywords● Choose relevant keywords
○ i.e. What would your ideal user search for on Google● Every Google search is a real-time auction
○ Winners get to show their ads○ Ads are ranked based on the auction results○ Factors affecting the auction
■ Max CPC (cost-per-click)■ Quality Score
Keywords have match types
Exploring keyword match types● [exact match]● “phrase match”● broad match● - negative match
Example for: red jeans● [Exact] only matches: red jeans● “Phrase” matches: red jeans on sale● Broad matches: jeans on sale this weekend
Your ads should be relevant to the keywords you picked
Source: http://www.wordstream.com/images/bad-ad-doesnt-match-intent.png
Quick ad copy tips● Use your keywords in your ad copy
○ They get bolded ● Relevant ads tend to get higher CTR
○ CTR: click-through rate
Targeted keywords? Check.Click-worthy ads? Check.Now what?
Drive visitors to a relevantlanding page
● Don’t send users to the homepage!● Have a clear CTA (call-to-action) / next step
○ i.e. What should the user do next?■ Click on a product■ Enter their email address■ Etc
Quick landing page tips
Let’s look at some live examples
*interactive session
*
Additional resources● Keywords match types● Google ad formats● Google Display Network (GDN)● Product Listing Ads (PLA)● Remarketing● Free landing page course
Questions?
Part 2: Adwords 101● Creating an account● Campaigns● Ad groups
○ Keywords and ads
Sign up for Adwords (optional)● You can only have 1 Adwords account per email
The adwords structure
Source: http://www.wordstream.com/adwords-campaign
Campaigns
Campaign● A campaign can have many ad groups*● Campaign options
○ Campaign type■ Search■ Display
○ Budget○ Geo-targeting○ Languages○ Mobile bid adjustments
*next slide
Ad groups
Ad groups● A campaign has many ad groups● An ad group contains keywords and ads● Use ad groups to group relevant keywords together
Campaign
Ad groups
Keywords/ ads
Keywords
Keywords● They “live” inside an ad group● Each ad group has a set of ads
○ Ads should be relevant to the keywords● Keyword options
○ Match type○ Max CPC (cost-per-click)
Ads
Ads● They “live” inside an ad group● They should be relevant to the keywords● You should have at least a few ad variations running
○ 3 ads per ad group is a good start■ You want to know which ad performs best■ Too many ads isn’t necessarily good either
● Make people want to click, don’t be scammy○
Questions?
Part 3: Adwords 201● Interactive Adwords session!● Let’s create an example campaign
○ With 2 ad groups○ With 5 keywords in each ad group○ With 3 ads in each ad group
Questions?
Part 4: Adwords 301● Keyword
○ Strategy○ Tools
■ Google keyword planner■ Permutationer
● Linking Adwords to Google Analytics (GA)● Enabling auto-tagging● What is Quality Score (QS)
Keyword strategy & tools
Keyword strategy● Use Google’s Keyword Planner for ideas
○ Create a list of related keyword “themes”○ Create a list of negative keywords
● Create many permutations● Note
○ There’s no “right number of keywords”■ Sometimes you need 100 keywords■ Sometimes you need 1,000,000 keywords
● Google keyword planner● Permutationer● Merge Words
Let’s create a sample keyword list
Adwords & Google Analytics● Link the two together● Don’t forget to link the two together● No, seriously. Don’t forget to link the two together
Adwords, GA and auto-tagging
Auto-tagging● Learn to love the gclid● Test your urls
○ Make sure they work!
GA not linked? No auto-tagging?
You’re doing it wrong!
Quality score
In-depth look at Quality score
Quality score key takeaways● Keyword quality score is ALWAYS calculated based on
the performance of the [exact] match● Your quality score is relative to the performance of other
advertisers
Questions?
Bonus● Ad extensions● Adwords Editor● Adding negative keywords
Ad extensions
Get more ad space with ad extensions● Sitelinks● Click to call● Ratings/ reviews● Social annotations● More info here
Boost your productivity:Adwords Editor
Adwords Editor● “Excel for Adwords”● Bulk upload● Download it here
Adwords Editor interactive demo● Modify 1 campaign● Create a new keyword● Create a new ad● Add some negative keywords
Questions?
It’s break time!
*not an official sponsor
*
Facebook AdsBaby pics, your friend’s engagement party
…and ads
● Facebook ads and how the platform works● The tools available● How to build and launch your first campaign
What you’ll learn
● Difference between Adwords and Facebook ads● Search queries v.s. audiences
Part 1: Intro to Facebook ads
Adwords v.s. Facebook Ads● Advertising on Facebook is DRASTICALLY different
than Adwords○ The bad
■ No “search intent” (higher in the sales funnel)■ Users are looking at baby pics
○ The good■ Audience targeting■ Cheaper CPCs (cost-per-clicks)
Search queries v.s. audiences
Search queries: Constant stream Audiences: A “set” amount
The good: Audience targeting● 128,000,000 U.S. users visit Facebook every day
○ That’s over 40% of the U.S. population [source]○ Reach them immediately
● You can target by users by○ Interest○ Education○ Age○ Gender○ And much more
● It’s all about supply and demand● Newer channel, less saturated (v.s. Adwords)
○ More advertisers moving to Facebook ads■ Increase in CPCs
The good: Cheaper CPCs (for now)
The bad: Limited inventory● Inventory is (somewhat) limited
○ Facebook already reaches a great % of the U.S.○ The only way for Facebook to make more money is
to show users more ads (or charge you more)○ A worst user experience
The bad: No “search intent”
Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg
Adwords
Higher up the funnel
The bad: #SPAM
The bad: Audience saturation● Once you’ve reached X% of the audience, performance
is likely to decrease○ When do you stop your campaign?○ How do you expand to new audiences?
The bad: resources● Facebook fraud● A breakup letter to Facebook
Questions?
Part 2: Facebook ad formats● Ad goals● Ad format● Ad specs● Ad products
Ad Goals● Used for campaign performance reports
We will focus on “clicks to website”
Ad formats
Right rail
Newsfeed
Ad specs
Right rail ads● Ad specs
Newsfeed ads (page post link ad)● Ad specs
Ad products
Wow, such ad products
Exploring ad products● List of ad products
Which ad product should I use?● Test test test● To drive “clicks to website” I like to use “page post link
ad”○ Optimize ad CTR (click-through-rate)○ Optimize landing page CR (conversion rate)
Note: Not all leads are created equal● Not everyone will convert● Look at your entire funnel
○ From lead to $$$● Seriously, you really need to look at the numbers across
the entire funnel○ Make sure you understand the drop off points
■ Find the leaks■ Close them
Part 3: Facebook 101● Campaign structure and strategy● Creating your first campaign● Ad creative strategy
Campaign strategy● Each campaign should have 1 objective
○ e.g. “clicks to website”● Ideally, each campaign targets 1 audience
○ Male○ 25 - 34○ U.S.○ Interested in Tennis
Lets create a campaign● Show all audience targeting options● Separate campaigns by
○ Gender○ Age○ Placement
Ad creative strategy● Make sure your ad is relevant to the audience● The copy should work well with the ad image● Make people want to click
○ Facebook cares a lot about CPM (cost per 1,000 impressions)
○ But be specific■ “Free iPads” = no bueno
Part 4: Facebook 201● Managing ad comments● Reaching new audiences
Ad comments
Managing ad comments● Go to your Facebook page
○ Make sure you’re logged in as a page admin● Click “notifications”● Click “see all”● Click “RSS”● Create a Feedly and add this link
Step 1
Step 2
Step 3
Add the URL to your Feedly
Reaching new audiences
A couple ideas:● Google Analytics demo data● Custom audiences● Audience lookalike
Google Analytics (GA) demo data
More GA demo data
Custom audiences● Go to “Audiences”● Click “Create audience”● Use it for
○ Current customers○ Engaged users (likely to convert)○ Website visitors
■ Visited x page or product
Step 1
Step 2
Step 3
Bonus● Power Editor
○ Audience lookalike○ Mass creation of ads○ Copy/ paste from Excel○ Adding UTM codes
Questions?
It’s break time!
*not an official sponsor
*
A/B TestingTo test or not to test... that is the question
What you’ll learn● Why you should run A/B tests● How to think about A/B test● How to run A/B tests
● Difference between Adwords and Facebook ads● Search queries v.s. audiences
Part 1: Intro to A/B testing
What is an A/B test?
Testing 2+ variations of a page
A/B/C test
Multivariate testing
Source: https://www.optimizely.com/resources/multivariate-test-vs-ab-test
Why should I run A/B tests?
Make money / change a channel’s ROI
Source: https://www.optimizely.com/ab-testing
Questions?
How to think about A/B tests...
It’s all aboutthe hypothesis
Don’t just change a button’s color!Understand why you’re changing it.
A clear hypothesis helps you:● Learn something about your target audience● Test multiple variations● Understand what to test next
Example A/B test template
Document your test results.Share them with your team.
Pro-tip: Avoid local maxima● When you have little traffic, aim for big A/B tests
○ e.g. Don’t just test button color, test an entire new design
Source: http://www.90percentofeverything.com/wp-content/uploads/2011/01/locmax.gif
Generating A/B test ideas● Coffee shop testing
○ Go to a coffee shop, ask 10 people to achieve X task on your site. Buy them a coffee.
● Use Peek (from UserTesting.com)○ It’s free. It’s awesome.
● Use Amazon mechanical turk
Mechanical Turk example
Implementing your A/B tests
● Set up an A/B test○ Add goals○ Analytics integration○ Traffic allocation○ Launch it
Optimizely
Questions?
Viewing your test results
Chance to beat baseline
Are my test results valid?
● Statistical significance calculator● Another statistical significance calculator● Test duration calculator● Another test duration calculator
Tools
Questions?
It’s break time!
*not an official sponsor
*
Google AnalyticsTracking your every move
What you’ll learn● What is Google Analytics● How to use Google Analytics
What is Google Analytics (GA)?
A security camera...● That tracks your website visitors with JavaScript and
cookies
Pros of GA● Free● Really easy to implement● Has tons of features● It’s free● Great for aggregate website analysis● It’s free
● ~10% error rate● Not so good for individual user analysis*● Has so many features it’s intimidating
Cons of GA
*next slide
User-based analytics services
Questions?
Basic GA reports
Questions?
Not-so-basic GA features
10-minute crash course● Traffic demographics● Attribution models● Goal funnels
Questions?
It’s break time!
*not an official sponsor
*
Email MarketingYou’ve got mail
What you’ll learn● The importance of email marketing● Basic email marketing principles
The benefits of email marketing● You own your email list
○ It’s an asset● No third party can affect it
○ e.g. new Facebook newsfeed algorithm● It’s the best way to communicate with your users
○ They gave you their number! (well, email)
● Think before you email○ No drunk-dialing○ Users gave you access to their inbox, don’t abuse it
● Selling is good, providing value is better○ “What’s in it for me?”
Every email is like a phone call
Basic email types
● 50% of leads are qualified but not ready to buy (Hubspot)○ Offer something of value first○ Set clear objectives for each email○ Create a timeline○ Measure your results and optimize
Lead nurturing / activation emails
● Deliver interesting content● Position updates so that users feel like there’s
something in it for them○ “Nobody cares about you”
Newsletter/ company updates
● Purchase confirmation● Email subscription confirmation● Etc
Transactional emails
● Timely offers / sales● Ask for referrals● Re-engagement● Happy 1-year● Etc
“Other” emails
Questions?
Before you start sending emails...
You need to understand the
landscape
Questions?
I’m @CarlSednaoui
Stay in touch!
carlsed.com/marketing-101