Welcome
I’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 ...
Previous experiences
Nowadays
Google Adwords
Taking 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 cus...
About that funnel
Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg
A...
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
● Ever...
Keywords have match types
Exploring keyword match types
● [exact match]
● “phrase match”
● broad match
● - negative match
Example for: red jeans
● [...
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: clic...
Targeted keywords? Check.
Click-worthy ads? Check.
Now what?
Drive visitors to a relevant
landing 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?
■...
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)...
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-target...
Ad groups
Ad groups
● A campaign has many ad groups
● An ad group contains keywords and ads
● Use ad groups to group relevant keywor...
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
● Keyw...
Ads
Ads
● They “live” inside an ad group
● They should be relevant to the keywords
● You should have at least a few ad variati...
Questions?
Part 3: Adwords 201
● Interactive Adwords session!
● Let’s create an example campaign
○ With 2 ad groups
○ With 5 keywords...
Questions?
Part 4: Adwords 301
● Keyword
○ Strategy
○ Tools
■ Google keyword planner
■ Permutationer
● Linking Adwords to Google Anal...
Keyword strategy & tools
Keyword strategy
● Use Google’s Keyword Planner for ideas
○ Create a list of related keyword “themes”
○ Create a list of n...
● 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 t...
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
● Y...
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 Ads
Baby 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 ...
● 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” (...
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 [s...
● It’s all about supply and demand
● Newer channel, less saturated (v.s. Adwords)
○ More advertisers moving to Facebook ad...
The bad: Limited inventory
● Inventory is (somewhat) limited
○ Facebook already reaches a great % of the U.S.
○ The only w...
The bad: No “search intent”
Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+fu...
The bad: #SPAM
The bad: Audience saturation
● Once you’ve reached X% of the audience, performance
is likely to decrease
○ When do you sto...
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”
○ Optimiz...
Note: Not all leads are created equal
● Not everyone will convert
● Look at your entire funnel
○ From lead to $$$
● Seriou...
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 au...
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 ...
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”
● Cli...
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...
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 Testing
To 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 about
the 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...
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, tes...
Generating A/B test ideas
● Coffee shop testing
○ Go to a coffee shop, ask 10 people to achieve X task
on your site. Buy t...
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 t...
Questions?
It’s break time!
*not an official sponsor
*
Google Analytics
Tracking 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
● I...
● ~10% error rate
● Not so good for individual user analysis*
● Has so many features it’s intimidating
Cons of GA
*next sl...
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 Marketing
You’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 Facebo...
● Think before you email
○ No drunk-dialing
○ Users gave you access to their inbox, don’t abuse it
● Selling is good, prov...
Basic email types
● 50% of leads are qualified but not ready to buy
(Hubspot)
○ Offer something of value first
○ Set clear objectives for ea...
● Deliver interesting content
● Position updates so that users feel like there’s
something in it for them
○ “Nobody cares ...
● 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
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
Digital Marketing Training for Startups and Agencies
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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.

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Digital Marketing Training for Startups and Agencies

  1. 1. Welcome I’m @CarlSednaoui carlsed.com/marketing-101
  2. 2. Quick bio ● Born in France ● Grew up in Panama ● Studied finance in Miami ● Transitioned to marketing and learned to code in NYC
  3. 3. Previous experiences
  4. 4. Nowadays
  5. 5. Google Adwords Taking over the world, one click at a time
  6. 6. What you’ll learn ● Adwords and how the platform works ● The tools available ● How to build and launch your first campaign
  7. 7. Part 1: Intro to Adwords ● What is Adwords? ● How does it work?
  8. 8. What is Google Adwords? ● It’s ads on the web ● It’s how Google makes money ○ 96% of revenue (investopedia)
  9. 9. Adwords offers 3 different ad products
  10. 10. Search Marketing
  11. 11. Google Display Network (GDN)
  12. 12. GDN: Remarketing
  13. 13. Product Listing Ads (PLA)
  14. 14. We will focus on Search Marketing
  15. 15. Why Adwords?
  16. 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. 17. About that funnel Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg Adwords
  18. 18. How does Google know which ads to show? It’s all about relevancy. ● Relevant keyword ● Relevant ad ● Relevant landing page
  19. 19. What’s a relevant keyword?
  20. 20. Keyword: An actual word or phrase
  21. 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. 22. Keywords have match types
  23. 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. 24. Your ads should be relevant to the keywords you picked
  25. 25. Source: http://www.wordstream.com/images/bad-ad-doesnt-match-intent.png
  26. 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. 27. Targeted keywords? Check. Click-worthy ads? Check. Now what?
  28. 28. Drive visitors to a relevant landing page
  29. 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. 30. Let’s look at some live examples *interactive session *
  31. 31. Additional resources ● Keywords match types ● Google ad formats ● Google Display Network (GDN) ● Product Listing Ads (PLA) ● Remarketing ● Free landing page course
  32. 32. Questions?
  33. 33. Part 2: Adwords 101 ● Creating an account ● Campaigns ● Ad groups ○ Keywords and ads
  34. 34. Sign up for Adwords (optional) ● You can only have 1 Adwords account per email
  35. 35. The adwords structure
  36. 36. Source: http://www.wordstream.com/adwords-campaign
  37. 37. Campaigns
  38. 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. 39. Ad groups
  40. 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. 41. Campaign Ad groups Keywords/ ads
  42. 42. Keywords
  43. 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. 44. Ads
  45. 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. 46. Questions?
  47. 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. 48. Questions?
  49. 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. 50. Keyword strategy & tools
  51. 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. 52. ● Google keyword planner ● Permutationer ● Merge Words Let’s create a sample keyword list
  53. 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. 54. Adwords, GA and auto-tagging
  55. 55. Auto-tagging ● Learn to love the gclid ● Test your urls ○ Make sure they work!
  56. 56. GA not linked? No auto-tagging? You’re doing it wrong!
  57. 57. Quality score
  58. 58. In-depth look at Quality score
  59. 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. 60. Questions?
  61. 61. Bonus ● Ad extensions ● Adwords Editor ● Adding negative keywords
  62. 62. Ad extensions
  63. 63. Get more ad space with ad extensions ● Sitelinks ● Click to call ● Ratings/ reviews ● Social annotations ● More info here
  64. 64. Boost your productivity: Adwords Editor
  65. 65. Adwords Editor ● “Excel for Adwords” ● Bulk upload ● Download it here
  66. 66. Adwords Editor interactive demo ● Modify 1 campaign ● Create a new keyword ● Create a new ad ● Add some negative keywords
  67. 67. Questions?
  68. 68. It’s break time! *not an official sponsor *
  69. 69. Facebook Ads Baby pics, your friend’s engagement party …and ads
  70. 70. ● Facebook ads and how the platform works ● The tools available ● How to build and launch your first campaign What you’ll learn
  71. 71. ● Difference between Adwords and Facebook ads ● Search queries v.s. audiences Part 1: Intro to Facebook ads
  72. 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. 73. Search queries v.s. audiences Search queries: Constant stream Audiences: A “set” amount
  74. 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. 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. 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. 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. 78. The bad: #SPAM
  79. 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. 80. The bad: resources ● Facebook fraud ● A breakup letter to Facebook
  81. 81. Questions?
  82. 82. Part 2: Facebook ad formats ● Ad goals ● Ad format ● Ad specs ● Ad products
  83. 83. Ad Goals ● Used for campaign performance reports
  84. 84. We will focus on “clicks to website”
  85. 85. Ad formats
  86. 86. Right rail
  87. 87. Newsfeed
  88. 88. Ad specs
  89. 89. Right rail ads ● Ad specs
  90. 90. Newsfeed ads (page post link ad) ● Ad specs
  91. 91. Ad products
  92. 92. Wow, such ad products
  93. 93. Exploring ad products ● List of ad products
  94. 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. 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. 96. Part 3: Facebook 101 ● Campaign structure and strategy ● Creating your first campaign ● Ad creative strategy
  97. 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. 98. Lets create a campaign ● Show all audience targeting options ● Separate campaigns by ○ Gender ○ Age ○ Placement
  99. 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. 100. Part 4: Facebook 201 ● Managing ad comments ● Reaching new audiences
  101. 101. Ad comments
  102. 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. 103. Step 1
  104. 104. Step 2
  105. 105. Step 3
  106. 106. Add the URL to your Feedly
  107. 107. Reaching new audiences
  108. 108. A couple ideas: ● Google Analytics demo data ● Custom audiences ● Audience lookalike
  109. 109. Google Analytics (GA) demo data
  110. 110. More GA demo data
  111. 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. 112. Step 1
  113. 113. Step 2
  114. 114. Step 3
  115. 115. Bonus ● Power Editor ○ Audience lookalike ○ Mass creation of ads ○ Copy/ paste from Excel ○ Adding UTM codes
  116. 116. Questions?
  117. 117. It’s break time! *not an official sponsor *
  118. 118. A/B Testing To test or not to test... that is the question
  119. 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. 120. ● Difference between Adwords and Facebook ads ● Search queries v.s. audiences Part 1: Intro to A/B testing
  121. 121. What is an A/B test?
  122. 122. Testing 2+ variations of a page
  123. 123. A/B/C test
  124. 124. Multivariate testing Source: https://www.optimizely.com/resources/multivariate-test-vs-ab-test
  125. 125. Why should I run A/B tests?
  126. 126. Make money / change a channel’s ROI Source: https://www.optimizely.com/ab-testing
  127. 127. Questions?
  128. 128. How to think about A/B tests...
  129. 129. It’s all about the hypothesis
  130. 130. Don’t just change a button’s color! Understand why you’re changing it.
  131. 131. A clear hypothesis helps you: ● Learn something about your target audience ● Test multiple variations ● Understand what to test next
  132. 132. Example A/B test template
  133. 133. Document your test results. Share them with your team.
  134. 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. 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. 136. Mechanical Turk example
  137. 137. Implementing your A/B tests
  138. 138. ● Set up an A/B test ○ Add goals ○ Analytics integration ○ Traffic allocation ○ Launch it Optimizely
  139. 139. Questions?
  140. 140. Viewing your test results
  141. 141. Chance to beat baseline Are my test results valid?
  142. 142. ● Statistical significance calculator ● Another statistical significance calculator ● Test duration calculator ● Another test duration calculator Tools
  143. 143. Questions?
  144. 144. It’s break time! *not an official sponsor *
  145. 145. Google Analytics Tracking your every move
  146. 146. What you’ll learn ● What is Google Analytics ● How to use Google Analytics
  147. 147. What is Google Analytics (GA)?
  148. 148. A security camera... ● That tracks your website visitors with JavaScript and cookies
  149. 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. 150. ● ~10% error rate ● Not so good for individual user analysis* ● Has so many features it’s intimidating Cons of GA *next slide
  151. 151. User-based analytics services
  152. 152. Questions?
  153. 153. Basic GA reports
  154. 154. Questions?
  155. 155. Not-so-basic GA features
  156. 156. 10-minute crash course ● Traffic demographics ● Attribution models ● Goal funnels
  157. 157. Questions?
  158. 158. It’s break time! *not an official sponsor *
  159. 159. Email Marketing You’ve got mail
  160. 160. What you’ll learn ● The importance of email marketing ● Basic email marketing principles
  161. 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. 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. 163. Basic email types
  164. 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. 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. 166. ● Purchase confirmation ● Email subscription confirmation ● Etc Transactional emails
  167. 167. ● Timely offers / sales ● Ask for referrals ● Re-engagement ● Happy 1-year ● Etc “Other” emails
  168. 168. Questions?
  169. 169. Before you start sending emails...
  170. 170. You need to understand the landscape
  171. 171. Questions?
  172. 172. I’m @CarlSednaoui Stay in touch! carlsed.com/marketing-101

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