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Digital marketing: facebook,adwords, email

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Digital marketing: facebook,adwords, email

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

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