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Digital Marketing Training for Startups and Agencies

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Learn about Google Adwords, Facebook Ads, A/B Testing, Email Marketing and Google Analytics.

Learn about Google Adwords, Facebook Ads, A/B Testing, Email Marketing and Google Analytics.

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  • 1. Welcome I’m @CarlSednaoui carlsed.com/marketing-101
  • 2. Quick bio ● Born in France ● Grew up in Panama ● Studied finance in Miami ● Transitioned to marketing and learned to code in NYC
  • 3. Previous experiences
  • 4. Nowadays
  • 5. Google Adwords Taking over the world, one click at a time
  • 6. What you’ll learn ● Adwords and how the platform works ● The tools available ● How to build and launch your first campaign
  • 7. Part 1: Intro to Adwords ● What is Adwords? ● How does it work?
  • 8. What is Google Adwords? ● It’s ads on the web ● It’s how Google makes money ○ 96% of revenue (investopedia)
  • 9. Adwords offers 3 different ad products
  • 10. Search Marketing
  • 11. Google Display Network (GDN)
  • 12. GDN: Remarketing
  • 13. Product Listing Ads (PLA)
  • 14. We will focus on Search Marketing
  • 15. Why Adwords?
  • 16. 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
  • 17. About that funnel Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg Adwords
  • 18. How does Google know which ads to show? It’s all about relevancy. ● Relevant keyword ● Relevant ad ● Relevant landing page
  • 19. What’s a relevant keyword?
  • 20. Keyword: An actual word or phrase
  • 21. 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
  • 22. Keywords have match types
  • 23. 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
  • 24. Your ads should be relevant to the keywords you picked
  • 25. Source: http://www.wordstream.com/images/bad-ad-doesnt-match-intent.png
  • 26. 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
  • 27. Targeted keywords? Check. Click-worthy ads? Check. Now what?
  • 28. Drive visitors to a relevant landing page
  • 29. ● 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
  • 30. Let’s look at some live examples *interactive session *
  • 31. Additional resources ● Keywords match types ● Google ad formats ● Google Display Network (GDN) ● Product Listing Ads (PLA) ● Remarketing ● Free landing page course
  • 32. Questions?
  • 33. Part 2: Adwords 101 ● Creating an account ● Campaigns ● Ad groups ○ Keywords and ads
  • 34. Sign up for Adwords (optional) ● You can only have 1 Adwords account per email
  • 35. The adwords structure
  • 36. Source: http://www.wordstream.com/adwords-campaign
  • 37. Campaigns
  • 38. Campaign ● A campaign can have many ad groups* ● Campaign options ○ Campaign type ■ Search ■ Display ○ Budget ○ Geo-targeting ○ Languages ○ Mobile bid adjustments *next slide
  • 39. Ad groups
  • 40. Ad groups ● A campaign has many ad groups ● An ad group contains keywords and ads ● Use ad groups to group relevant keywords together
  • 41. Campaign Ad groups Keywords/ ads
  • 42. Keywords
  • 43. 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)
  • 44. Ads
  • 45. 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 ○
  • 46. Questions?
  • 47. 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
  • 48. Questions?
  • 49. 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)
  • 50. Keyword strategy & tools
  • 51. 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
  • 52. ● Google keyword planner ● Permutationer ● Merge Words Let’s create a sample keyword list
  • 53. 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
  • 54. Adwords, GA and auto-tagging
  • 55. Auto-tagging ● Learn to love the gclid ● Test your urls ○ Make sure they work!
  • 56. GA not linked? No auto-tagging? You’re doing it wrong!
  • 57. Quality score
  • 58. In-depth look at Quality score
  • 59. 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
  • 60. Questions?
  • 61. Bonus ● Ad extensions ● Adwords Editor ● Adding negative keywords
  • 62. Ad extensions
  • 63. Get more ad space with ad extensions ● Sitelinks ● Click to call ● Ratings/ reviews ● Social annotations ● More info here
  • 64. Boost your productivity: Adwords Editor
  • 65. Adwords Editor ● “Excel for Adwords” ● Bulk upload ● Download it here
  • 66. Adwords Editor interactive demo ● Modify 1 campaign ● Create a new keyword ● Create a new ad ● Add some negative keywords
  • 67. Questions?
  • 68. It’s break time! *not an official sponsor *
  • 69. Facebook Ads Baby pics, your friend’s engagement party …and ads
  • 70. ● Facebook ads and how the platform works ● The tools available ● How to build and launch your first campaign What you’ll learn
  • 71. ● Difference between Adwords and Facebook ads ● Search queries v.s. audiences Part 1: Intro to Facebook ads
  • 72. 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)
  • 73. Search queries v.s. audiences Search queries: Constant stream Audiences: A “set” amount
  • 74. 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
  • 75. ● 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)
  • 76. 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
  • 77. The bad: No “search intent” Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg Adwords Higher up the funnel
  • 78. The bad: #SPAM
  • 79. 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?
  • 80. The bad: resources ● Facebook fraud ● A breakup letter to Facebook
  • 81. Questions?
  • 82. Part 2: Facebook ad formats ● Ad goals ● Ad format ● Ad specs ● Ad products
  • 83. Ad Goals ● Used for campaign performance reports
  • 84. We will focus on “clicks to website”
  • 85. Ad formats
  • 86. Right rail
  • 87. Newsfeed
  • 88. Ad specs
  • 89. Right rail ads ● Ad specs
  • 90. Newsfeed ads (page post link ad) ● Ad specs
  • 91. Ad products
  • 92. Wow, such ad products
  • 93. Exploring ad products ● List of ad products
  • 94. 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)
  • 95. 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
  • 96. Part 3: Facebook 101 ● Campaign structure and strategy ● Creating your first campaign ● Ad creative strategy
  • 97. 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
  • 98. Lets create a campaign ● Show all audience targeting options ● Separate campaigns by ○ Gender ○ Age ○ Placement
  • 99. 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
  • 100. Part 4: Facebook 201 ● Managing ad comments ● Reaching new audiences
  • 101. Ad comments
  • 102. 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
  • 103. Step 1
  • 104. Step 2
  • 105. Step 3
  • 106. Add the URL to your Feedly
  • 107. Reaching new audiences
  • 108. A couple ideas: ● Google Analytics demo data ● Custom audiences ● Audience lookalike
  • 109. Google Analytics (GA) demo data
  • 110. More GA demo data
  • 111. 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
  • 112. Step 1
  • 113. Step 2
  • 114. Step 3
  • 115. Bonus ● Power Editor ○ Audience lookalike ○ Mass creation of ads ○ Copy/ paste from Excel ○ Adding UTM codes
  • 116. Questions?
  • 117. It’s break time! *not an official sponsor *
  • 118. A/B Testing To test or not to test... that is the question
  • 119. What you’ll learn ● Why you should run A/B tests ● How to think about A/B test ● How to run A/B tests
  • 120. ● Difference between Adwords and Facebook ads ● Search queries v.s. audiences Part 1: Intro to A/B testing
  • 121. What is an A/B test?
  • 122. Testing 2+ variations of a page
  • 123. A/B/C test
  • 124. Multivariate testing Source: https://www.optimizely.com/resources/multivariate-test-vs-ab-test
  • 125. Why should I run A/B tests?
  • 126. Make money / change a channel’s ROI Source: https://www.optimizely.com/ab-testing
  • 127. Questions?
  • 128. How to think about A/B tests...
  • 129. It’s all about the hypothesis
  • 130. Don’t just change a button’s color! Understand why you’re changing it.
  • 131. A clear hypothesis helps you: ● Learn something about your target audience ● Test multiple variations ● Understand what to test next
  • 132. Example A/B test template
  • 133. Document your test results. Share them with your team.
  • 134. 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
  • 135. 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
  • 136. Mechanical Turk example
  • 137. Implementing your A/B tests
  • 138. ● Set up an A/B test ○ Add goals ○ Analytics integration ○ Traffic allocation ○ Launch it Optimizely
  • 139. Questions?
  • 140. Viewing your test results
  • 141. Chance to beat baseline Are my test results valid?
  • 142. ● Statistical significance calculator ● Another statistical significance calculator ● Test duration calculator ● Another test duration calculator Tools
  • 143. Questions?
  • 144. It’s break time! *not an official sponsor *
  • 145. Google Analytics Tracking your every move
  • 146. What you’ll learn ● What is Google Analytics ● How to use Google Analytics
  • 147. What is Google Analytics (GA)?
  • 148. A security camera... ● That tracks your website visitors with JavaScript and cookies
  • 149. Pros of GA ● Free ● Really easy to implement ● Has tons of features ● It’s free ● Great for aggregate website analysis ● It’s free
  • 150. ● ~10% error rate ● Not so good for individual user analysis* ● Has so many features it’s intimidating Cons of GA *next slide
  • 151. User-based analytics services
  • 152. Questions?
  • 153. Basic GA reports
  • 154. Questions?
  • 155. Not-so-basic GA features
  • 156. 10-minute crash course ● Traffic demographics ● Attribution models ● Goal funnels
  • 157. Questions?
  • 158. It’s break time! *not an official sponsor *
  • 159. Email Marketing You’ve got mail
  • 160. What you’ll learn ● The importance of email marketing ● Basic email marketing principles
  • 161. 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)
  • 162. ● 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
  • 163. Basic email types
  • 164. ● 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
  • 165. ● Deliver interesting content ● Position updates so that users feel like there’s something in it for them ○ “Nobody cares about you” Newsletter/ company updates
  • 166. ● Purchase confirmation ● Email subscription confirmation ● Etc Transactional emails
  • 167. ● Timely offers / sales ● Ask for referrals ● Re-engagement ● Happy 1-year ● Etc “Other” emails
  • 168. Questions?
  • 169. Before you start sending emails...
  • 170. You need to understand the landscape
  • 171. Questions?
  • 172. I’m @CarlSednaoui Stay in touch! carlsed.com/marketing-101