Fast tracking user
acquisition
Ed Davidson
@ @davidsonea
General Assembly London
22nd November 2013
Who I am

2

FAST TRACK USER ACQUISITION

Who I’m not

GENERAL ASSEMBLY
What we will cover
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Frameworks, Exercises, The meat
Running Lean
Choosing early-stage channels
Conversion bas...
Who are You
• Introductions
• What you want to get out of the session

4

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Framework 1 – Media types
Site
Sponsorship

Blog

Advertising

Paid
Paid search

Twitter
account

Owned
Converged

Press
c...
Framework 2 -– UV, fans, Audience share
RACE
Build awareness KPIs
Building
awareness

Repeat
and delight
Interaction with ...
Framework 3 – Conversion funnel
Impressions
Or eyeballs
AB split
testing

Visits
Goal 1 – Email sign-up
Goal 2 - registrat...
Marketing Jargon - KPI’s
CPA – Cost per action
LTV – Lifetime value
LTV – CPA = Profit!
ROI or ROAS – Return on Investment...
running Lean

9

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Lean startup Marketing
“A startup is a temporary organisation designed
to search for a repeatable and scalable
business mo...
Traffic light system

As you progress, your business model isn’t fiction, it’s fact.
= Happy Investors!
11

FAST TRACK USE...
What if scenarios
Attraction efficiency
Site conversion efficiency
Lead conversion efficiency
Average order value
Costs
Pr...
Exercise 1
• Think about your own Conversion funnel.
- What are your conversion Key Performance
Indicators?
- What actions...
What makes a good Early-stage
marketing channel?
No mums!

•Customer personas
•Treat it like a tap
•No one-off traffic yet...
What does this mean?
Paid, I’m afraid!

15

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Choosing your Channels
Anything people search for – AdWords
Demographic targeting – Facebook
Interest targeting – Twitter
...
Your First 1,000 Customers

17

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Adwords overview
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Auction
Ad position
Account structure
Keywords
Quality score
Campaign history

FAST TRAC...
The auction
• In theory 1p more than the ad below you

Ad rank

CPC Bid

Quality
Score

http://www.wordstream.com

19

FAS...
Quality score
• Keyword relevance – matching
• Ad relevance – click through ratio
• Landing page experience – Engagement r...
Ad positioning options

21

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
structure
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Network choice
Naming structure
1 goal per campaign
Ad groups – Keywords
ads bids
3 ads per Ad ...
Keywords
• Customer personas
• Your company – your site
• Tools
– Google’s Keyword Planner
• Average monthly stats, compet...
Keywords match types
• Broad match - Misspellings, synonyms, longer phrases
including keywords
• Phrase match – Phrase, cl...
Ad creative
- 25 characters for headline,
- 70 characters to explain what you
- 35 characters of display url

25

FAST TRA...
The triangle
trick

26

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Account history
•
•
•
•

27

Assume everything has history
Campaigns, Ad-groups, ads, keywords
YOUR DOMAIN!!!
Pause poor p...
Exercise 2
• Mock out your Campaign structure.
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Which campaigns would you use?
Which keywords relate to your business go...
Conversion
Turning clicks into cash

29

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
30

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
31

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Landing page best practice
Landing page 1

32

FAST TRACK USER ACQUISITION

Landing page 2

GENERAL ASSEMBLY
Landing page guidance
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33

Relevance
Integration with referral source
Sufficient detail
Page length
Meaningful...
Do not go live without:
• At least 3 pages of good unique content
• Terms of service & Privacy Policy
• Optimised meta tit...
Exercise 3
• Sketch out an optimised landing page for your
business.
Think:
- Relevance, integration, detail, sign-posts, ...
Paid Social
new ways of targeting

36

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Social paid channels
• People don’t always search
• A relationship – often more fruitful
• Conversion starts with the netw...
FACEBOOK
• 1 billion active users
– 24 Million UK
• 64% Active mobile user
• Self service for ads in 2009

• Options
– Boo...
Facebook Tips
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•
•
•

39

Experiment - ad formats
Build an audience
Build conversations to become conversions
Make it eng...
Advertising - Placements
•
•
•
•
•

40

Sponsored results in search bar
Log out page
FB exchange - retargeting
Facebook Ad...
Ad creative
• Text
• Image
• Social endorsement

41

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Targeting and budget
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Geo, Age, Gender
Connections and friends of connections
Sexual orientation and relationshi...
TWITTER
• 200 million active users
– 15 million in the UK
• 80% mobile
• Just launched on self service this month

43

FAS...
Types of ads

44

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Targeting
•
•
•
•

45

Keywords
Interests or followers
Gender
Device

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Twitter ad tips
• Optimise for a click-through
• Remove #hashtags, @handles & pics and focus on
the link
• Keep tweets col...
Exercise 4
• Discuss what would be the most appropriate Paid
social network for your business?
- Why are your customers us...
Early engagement
Opening up the Comms
channels

48

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Email
• Auto responders
• Engage
• Turbo charge early adopters
– Share their experience
– Member get member schemes
– Buil...
Future opportunities
Get in there quick

50

FAST TRACK USER ACQUISITION

GENERAL ASSEMBLY
Looking to the future
• Instagram – 8 mins a day – 130 Million active users
– Owned by Facebook
– Looking to monetise
– Fi...
early stage Tools
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52

Buffer – Social scheduling.
Facebook Power editor
Adwords Editor
Google Keyword Plan...
Takeaways
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53

Targets, budgets and funnels
Measure everything - TIMITI
Know your customers
Test your channels...
Wider reading
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•

54

http://www.hubspot.com/
http://econsultancy.com/uk/blog
http://adwords.blogspot.co.uk/
http...
Stay in touch
@davidsonea
edwardadavidson@gmail.com
LinkedIn – Edward Davidson

55

FAST TRACK USER ACQUISITION

GENERAL A...
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  • How you can use Lean start-up mentality in marketing activity and channels
    How this can be applied to different channels – how you can get results back quickly and make decisions on validation of your results
    Optimise throughout all stages of the the conversion process and use quick wins to improve your results
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • Reach - Build awareness KPIs – UV, fans, Audience share
    Act - Interact with the brand online. KPIs – Bounce rate, Pages per visit, product page conversion
    Convert – Get them to take an action
    Engage - Building customer fans and relationships through time to achieve – Delight them through the process
  • Net or gross profit you expect to gain over the entire lifetime with that individual
  • Measure, build, learn – a cycle of knowledge building
  • What this means for marketing:
    Move fast but keep a back log of upcoming work
    Stay focused – Have weekly standups and review bum downs, so that you know exactly what’s going on with the data – enabled to make quick decisions
    Tackle projects with foresight
    Think in terms of sprints
    Structure your team to work in the same way as a Product Scrum
  • Targets set in terms of costs and conversion
    Steady improvements will show progress of how marketing spend is being converted as the product improves
  • Once you have a feel for the traffic light process you can start developing “what if” scenarios to forecast improvements in the type of traffic is going to convert. Play with each of these scenarios to see what is likely to have the best effect
    Some are variable costs, some are fixed
    COGS = cost of goods sold
  • At the earliest stage, your looking to test, and learn as quickly as possible. You may get sales from the people you know, but this may actually distort perceptions and lead to you going down the wrong track.
    Driving traffic to a very simplistic site enables you to prove your assumptions more quickly and learn faster.
    At the earliest of stages, you don’t even need any form of product. You can be just validating through a customer’s interest
  • Going back to the Media overlays
    “Owned” media takes time to develop, test and scale. “Earned” is even longer as you have to build up the trust and engagement with internal and external communities.
    Paid traffic sources can be set-up - within hours to start validating
  • Think again of that Framework of the Conversion funnel – well it also goes far further up into thinking about the awareness stage – channels that you select often are targeting people at different times in their purchasing funnel. A message in Facebook’s news feed will be very different from an adwords creative served after someone has searched for a longtail term.
    44% of Kickstarter projects have reached their funding goals
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • 60% of adverting spent through PPC
    90% marketshare in the UK. When you are doing your first tests, it makes sense to do them through G first
    I could do a whole week of sessions on Adwords. You can start off simple and then scale it up. But it’s really important you get the basics right as you’re starting to build up your campaign in order for you to have the best results and build a decent structure for your account which is going to put you in good stead for when you start building momentum
  • The user finds the ads that are relevant to what they’re looking for
    Advertisers connect to potential customers at the lowest possible price
    Google remains the go to place for this matching potential and rakes in Billions of dollars in ad revenue
    Higher the ads rank the more likely they will be to be clicked on and therefore to drive traffic to your site
  • Relevance, relevance, relevance
    Smaller highly targeted ad groups – use of negative keywords will help quality score
    Put in place a structured approach to improve relevant ad creative for different keywords based on copy effectiveness and campaign structure
  • Standard ad targeting through text ads, display media creatives, even video
    Partner advertising options like here on Ask Jeeves
    Placement targeting enables you to increase your reach
    Other opportunities to retarget to the users that came to your site
    Search network
    Google itself, Google maps, images, shopping and AOL
    Display network
    Google partnering network; Youtube and Gmail
  • An adwords account can have up to 25 campaigns and each campaign can have 100 ad groups, each ad group can have 100s of keywords.
    Get the naming conventions right in your account from the start
    Search network with display select
    Search network only
    Display network Only
    Online video through True View
    One goal per campaign – separate out product lines
    At least 3 ad groups per campaign – but use as tightly themed ad groups as possible
    Use automated rules – Pause campaigns at a particular threshold
    5. Daily budget is set at campaign level and cost per click at Ad group level
  • The heart of your campaign. Create a killer keyword list:
    Do some background search first. What references to your customers use.
    Use tools to help you. Use the free Keyword planner to understand average search volumes for search term, levels of competition and likely CPCs. The more variations you find, the greater your reach is likely to be. Use these tools with a pinch of salt as the results suggested are estimations
    Try and cut out generic, irrelevant or obscure
    If the terms are too specific they will be unlikely to generate any results – and we’re looking for quick results.
    Broad match – widest possible group – Missspellings, synoyms, related variations
    Broad match modifier – Close variations but no synonyms – missspellings, singular and plural forms, Abbreviations and acronyms
    Exact match – Exact term and close variations of that term
    Negative match - List of negative keywords – works that will stop your ads from being shown – “free” or “returns” for example
    Make sure you don’t use the same keyword multiple times in the same campaign as this will count against you
  • The heart of your campaign. Create a killer keyword list:
    Do some background search first. What references to your customers use.
    Use tools to help you. Use the free Keyword planner to understand average search volumes for search term, levels of competition and likely CPCs. The more variations you find, the greater your reach is likely to be. Use these tools with a pinch of salt as the results suggested are estimations
    Try and cut out generic, irrelevant or obscure
    If the terms are too specific they will be unlikely to generate any results – and we’re looking for quick results.
    Broad match – widest possible group – Missspellings, synoyms, related variations
    Broad match modifier – Close variations but no synonyms – missspellings, singular and plural forms, Abbreviations and acronyms
    Exact match – Exact term and close variations of that term
    Negative match - List of negative keywords – works that will stop your ads from being shown – “free” or “returns” for example
    Make sure you don’t use the same keyword multiple times in the same campaign as this will count against you
  • 25 characters for headline, 70 characters to explain what you do, 35 characters of display url
    High level of relevance; clear, specific and compelling
    Make sure your ads get approved
    Landing pages need to work not have a pop up
    Google has clear policies about what should be included
    Who are your ads for? Who are you competing with for each search term? What is your unique selling point?
    Starting a story that continues in your landing page
    As close as possible to the search query
    Use numbers – save up to 30% - this will break up the text. Make a compelling offer. Manage people’s expectations – tell them what they’re going to do
    What is the benefit to the user. Intentional space. Use symbols if you’ve got them – trademarks
    It’s not possible to specify creative for desktops and Tablets
    Using Ad extensions – these can only be used at campaign level – Enhanced campaigns were launched in July of this year
    Local extensions – Help people who are nearby find a local shop
    Call extensions – Connect users to your business directly by phone
    Seller ratings
    Review extensions
    App extensions
    Site links – enable the customer to quickly navigate directly to areas of your website
    Test different ads for each ad group
    Use the ad preview and diagnosis tool
  • Exercise – which one of these ads would you be most likely to click on?
    We’ve had great results from people clicking on ads where the bold element of the keyword creates a triangle, and therefore gets the ads to stand out
  • Although you want to move fast, you also want to make sure that you don’t make mistakes early on in your company’s development
    Once you’ve started your account you need to make sure that you’re considering the impact
    You don’t want to fire and forget. You should be continuously managing and optimising your campaign
  • Usability, accessibility, Persuasion, trust in the brand
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • Going back to the Media states – this is where there is cross over between paid, earned and owned
    Higher up the search funnel, may draw people in directly or may start the process where they will again convert
  • Average click through rates of under 1%
  • - Engagement rates for Facebook – 0.20%
    - Engagement rates for Twitter 1-3%
    People on average spend 2 times more as a customer when they like a page
  • Promoted posts & other newsfeed ads are most effective
    Can bid in CPM and CPA
    Optimise for Clicks or manually bid for clicks
    Make sure you include social elements – these are most powerful elements
  • Use social elements. 25 characters for ad title. 135 characters for the ad copy.
    Static image – use bold images that resonate with target audience – different from Facebook colour scheme
    Creative rotation
    Try promotions to build interactions
  • Connections – Targeting people who already have a connection with you or not – Liked your page, joined your group, or used your App in the last 30 days
  • IPO earlier this month
  • Promoted tweets – at the top of every relevant search. In the search results for a Promoted trend
    Also in partners like Tweet deck and Hoot suite
    A promoted tweet will appear only once

  • Match types that are the same as adwords
    Device is useful if you don’t have a responsive website
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • - A couple of platforms who have
    For all of these organisations, the challenge will be to find a happy medium between mortising the platforms and hemorrhaging users
    Michael Kors and General electric – 20% of negative reviews
    More personalised experience through the home feed
    Rich pins – product pins, Receipe pins, Movie pins
    Loads more information from the originator site
    For brands to engage they need to:
    Fit in with the communities unwrittten laws
    Enhancing the user experience – adding something, not shouting the brand message from a megaphone
    Try and be participatory with the audience – get involved in the conversation – but more important – get people involved in the activity you’re developing
    Don’t just broadcast
    Getting to know the brand and feel like an insider
  • Ideas on good taps? Hacker news impact Great for ego, not great for validation & scaling – Quantblocks.
  • For all of these organisations, the challenge will be to find a happy medium between mortising the platforms and hemorrhaging users
    More personalised experience through the home feed
    Rich pins – product pins, Receipe pins, Movie pins
    Loads more information from the originator site
  • For all of these organisations, the challenge will be to find a happy medium between mortising the platforms and hemorrhaging users
    More personalised experience through the home feed
    Rich pins – product pins, Receipe pins, Movie pins
    Loads more information from the originator site
  • Fast tracking user acquisition

    1. 1. Fast tracking user acquisition Ed Davidson @ @davidsonea General Assembly London 22nd November 2013
    2. 2. Who I am 2 FAST TRACK USER ACQUISITION Who I’m not GENERAL ASSEMBLY
    3. 3. What we will cover • • • • • 3 Frameworks, Exercises, The meat Running Lean Choosing early-stage channels Conversion basics and tracking Future channels FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    4. 4. Who are You • Introductions • What you want to get out of the session 4 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    5. 5. Framework 1 – Media types Site Sponsorship Blog Advertising Paid Paid search Twitter account Owned Converged Press coverage Earned Youtube channel WOM Buzz 5 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    6. 6. Framework 2 -– UV, fans, Audience share RACE Build awareness KPIs Building awareness Repeat and delight Interaction with a brand Goals 6 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    7. 7. Framework 3 – Conversion funnel Impressions Or eyeballs AB split testing Visits Goal 1 – Email sign-up Goal 2 - registration - Shareability - Member Get member 7 Goal 3 – shopping basket Goal 4 Sales FAST TRACK USER ACQUISITION Product improvements - Remarketing - Shopping cart abandonment Communications Tracking -N.b – Closed loop reporting GENERAL ASSEMBLY
    8. 8. Marketing Jargon - KPI’s CPA – Cost per action LTV – Lifetime value LTV – CPA = Profit! ROI or ROAS – Return on Investment/advertising spend Optimising requires measuring everything in between. •Click-through rate (CTR) •Cost per click (CPC) •Conversion rate (CR) •Average order value (AOV) 8 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    9. 9. running Lean 9 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    10. 10. Lean startup Marketing “A startup is a temporary organisation designed to search for a repeatable and scalable business model” – Steve Blank Test, measure, learn TIMITI 10 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    11. 11. Traffic light system As you progress, your business model isn’t fiction, it’s fact. = Happy Investors! 11 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    12. 12. What if scenarios Attraction efficiency Site conversion efficiency Lead conversion efficiency Average order value Costs Profitability 12 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    13. 13. Exercise 1 • Think about your own Conversion funnel. - What are your conversion Key Performance Indicators? - What actions do you want your customer’s to take? - Registration, Email sign-up, phone call - What assumptions are you trying to validate? 5-10 mins 13 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    14. 14. What makes a good Early-stage marketing channel? No mums! •Customer personas •Treat it like a tap •No one-off traffic yet •Fast cycle times – “Measure” and “validate” •Continuous customer reference •Branding slowly but surely 14 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    15. 15. What does this mean? Paid, I’m afraid! 15 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    16. 16. Choosing your Channels Anything people search for – AdWords Demographic targeting – Facebook Interest targeting – Twitter Physical products – Kickstarter B2B – Go sell – LinkedIn 16 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    17. 17. Your First 1,000 Customers 17 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    18. 18. Adwords overview • • • • • • 18 Auction Ad position Account structure Keywords Quality score Campaign history FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    19. 19. The auction • In theory 1p more than the ad below you Ad rank CPC Bid Quality Score http://www.wordstream.com 19 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    20. 20. Quality score • Keyword relevance – matching • Ad relevance – click through ratio • Landing page experience – Engagement rate 20 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    21. 21. Ad positioning options 21 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    22. 22. structure • • • • • • • • Network choice Naming structure 1 goal per campaign Ad groups – Keywords ads bids 3 ads per Ad group Automated rules Daily campaign budget Automatic or manual bidding 22 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    23. 23. Keywords • Customer personas • Your company – your site • Tools – Google’s Keyword Planner • Average monthly stats, competition levels, Average CPCs – SpyFu or Ubersuggest 23 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    24. 24. Keywords match types • Broad match - Misspellings, synonyms, longer phrases including keywords • Phrase match – Phrase, close variations of that phrase • Exact match – Exact term and close variations of that exact term Negative 24 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    25. 25. Ad creative - 25 characters for headline, - 70 characters to explain what you - 35 characters of display url 25 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    26. 26. The triangle trick 26 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    27. 27. Account history • • • • 27 Assume everything has history Campaigns, Ad-groups, ads, keywords YOUR DOMAIN!!! Pause poor performers quickly. FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    28. 28. Exercise 2 • Mock out your Campaign structure. - Which campaigns would you use? Which keywords relate to your business goal? Which themes could each keyword be grouped to? Which ad copy would you test? 5-10 mins 28 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    29. 29. Conversion Turning clicks into cash 29 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    30. 30. 30 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    31. 31. 31 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    32. 32. Landing page best practice Landing page 1 32 FAST TRACK USER ACQUISITION Landing page 2 GENERAL ASSEMBLY
    33. 33. Landing page guidance • • • • • • 33 Relevance Integration with referral source Sufficient detail Page length Meaningful graphics Signposts – Call to actions FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    34. 34. Do not go live without: • At least 3 pages of good unique content • Terms of service & Privacy Policy • Optimised meta titles, H1, Body 34 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    35. 35. Exercise 3 • Sketch out an optimised landing page for your business. Think: - Relevance, integration, detail, sign-posts, length - Headline, image, data collection, call to action 5-10 mins 35 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    36. 36. Paid Social new ways of targeting 36 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    37. 37. Social paid channels • People don’t always search • A relationship – often more fruitful • Conversion starts with the networks themselves Average Facebook user - 15 mins per day 37 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    38. 38. FACEBOOK • 1 billion active users – 24 Million UK • 64% Active mobile user • Self service for ads in 2009 • Options – Boost page engagement – Increase page likes – Traffic to your site – App installations 38 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    39. 39. Facebook Tips • • • • 39 Experiment - ad formats Build an audience Build conversations to become conversions Make it engaging, you are pulling people away from pics of cats…. FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    40. 40. Advertising - Placements • • • • • 40 Sponsored results in search bar Log out page FB exchange - retargeting Facebook Ad Newsfeed – sponsored story FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    41. 41. Ad creative • Text • Image • Social endorsement 41 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    42. 42. Targeting and budget • • • • • Geo, Age, Gender Connections and friends of connections Sexual orientation and relationship status Education Advanced – Custom audiences and Look alike groups • CPM or CPC 42 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    43. 43. TWITTER • 200 million active users – 15 million in the UK • 80% mobile • Just launched on self service this month 43 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    44. 44. Types of ads 44 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    45. 45. Targeting • • • • 45 Keywords Interests or followers Gender Device FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    46. 46. Twitter ad tips • Optimise for a click-through • Remove #hashtags, @handles & pics and focus on the link • Keep tweets colloquial very different from a search ads 46 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    47. 47. Exercise 4 • Discuss what would be the most appropriate Paid social network for your business? - Why are your customers using this network? - What targeting options would you want to use? - What would be the type of creative you would use? 5-10 mins 47 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    48. 48. Early engagement Opening up the Comms channels 48 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    49. 49. Email • Auto responders • Engage • Turbo charge early adopters – Share their experience – Member get member schemes – Build up product reviews 49 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    50. 50. Future opportunities Get in there quick 50 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    51. 51. Looking to the future • Instagram – 8 mins a day – 130 Million active users – Owned by Facebook – Looking to monetise – First ads for large businesses – Mixed response • Pinterest – 15 mins a day – 50 million active users – Personalised pin recommendations – Rich pins – Recipes, articles, product movie and now place 51 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    52. 52. early stage Tools • • • • • • • • 52 Buffer – Social scheduling. Facebook Power editor Adwords Editor Google Keyword Planner – Keyword research. MailChimp for email Google Analytics or Mixpanel Strikingly – Simple landing pages People per hour - Freelancers FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    53. 53. Takeaways • • • • • • 53 Targets, budgets and funnels Measure everything - TIMITI Know your customers Test your channels Consider conversion Engage FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    54. 54. Wider reading • • • • • • 54 http://www.hubspot.com/ http://econsultancy.com/uk/blog http://adwords.blogspot.co.uk/ http://www.searchenginejournal.com/ http://unbounce.com/blog/ http://www.socialmediaexaminer.com/ FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
    55. 55. Stay in touch @davidsonea edwardadavidson@gmail.com LinkedIn – Edward Davidson 55 FAST TRACK USER ACQUISITION GENERAL ASSEMBLY

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