Role: https://phiture-jobs.personio.de/job/138732
Intro
We’re excited to invite you for a brief assignment to understand your thought processes around setting up,
analyzing and managing campaigns.
Feel free to use the following resources to get you set up, but please also bring your previous experience
from user acquisition (Google Ads, etc.) into the assignment:
- https://searchads.apple.com/advanced/help/overview/#why-advertise
- https://support.google.com/google-ads/answer/6247380?hl=en
We’ve also left you a copy of our Advanced ASO Book on www.asoebook.com which you can pick up with
coupon: asocandidate. While this is not a Performance marketing resource, it might help you with your
research.
Task 1: Understanding our client's needs
A potential client reaches out to us and tells us that they “want us to do Apple Search Ads & Google App
Campaigns”.
Which 4-5 questions would you ask them to better assess how we can help them? And why do you want to
ask those questions?
Guidance: 15 minutes.
Task 2: Setting up your first campaigns
The client, LEGO life, wants to proceed and asks us to run their Apple Search Ads & Google App Campaigns
for them.
● For Apple Search Ads, map out the campaign and ad group structure, and list a few keywords that
you aim to target in each of the ad groups. Make sure you clearly include match types in your
setup.
● In regards to Google App Campaigns, how would you structure the campaigns and ad groups?
Why?
You can build this structure in a Google Sheet or in your presentation (task 4), but feel free to use any tool
you like.
Guidance: 30 minutes.
Task 3: Analyzing data
For the third part of your assignment, we’re asking you to analyze this spreadsheet of search term /
keyword level data. This is real data from an Apple Search Ads account, but it has been anonymized and
campaign, ad group names and keywords have been randomized. Feel free to make a copy of the file so
that you can edit it, and slice and dice data in ways that you would typically do.
As part of your analysis, tell us what data points you’ve decided to focus on and why (hint: you don’t need to
use all columns).
We’re looking to answer questions such as:
● How do you look at the funnel in Apple Search Ads?
● Which ad groups were performing best?
● What is the average CPT?
● What is the average cost per download (CPI)?
● ...
If the client asks us to increase the number of subscriptions while achieving a target Cost Per Action of $6
or below, how would you change the current strategy (bids, etc.)?
Guidance: 45 minutes
Task 4: Creating a presentation
As a performance marketing consultant you will work on a daily basis with clients and you will need to
present them your plans and findings in a clear and concise manner. Take your answers from the previous
three assignments and put them together in a presentation which you will hand over to Phiture.
Guidance: 30 minutes
Here's our free Google Adwords PPC Pitch Deck. Feel free to download this, edit it, and use it to get as many clients Adwords pay per click clients as you can. Use this free tool to help you sell PPC services and get more PPC clients. Link to post about this:
http://clicksgeek.com/free-google-adwords-ppc-pitch-deck-template/
For more info about our white label ppc management services please visit us at: http://clicksgeek.com/
PPC Google AdWords Proposal Sample for Client PitchingeMarket Education
This PPC Google Ads proposal sample is for all digital marketing professionals who would like to have a simple and strong understanding format for client pitching.
This is the slideshow that I made to follow along in my Facebook Ads Course. I decided to upload it for everybody to take advantage of.
If you are interested in learning more about my Facebook Ads Masterclass head to
https://course.rds.marketing
Here's our free Google Adwords PPC Pitch Deck. Feel free to download this, edit it, and use it to get as many clients Adwords pay per click clients as you can. Use this free tool to help you sell PPC services and get more PPC clients. Link to post about this:
http://clicksgeek.com/free-google-adwords-ppc-pitch-deck-template/
For more info about our white label ppc management services please visit us at: http://clicksgeek.com/
PPC Google AdWords Proposal Sample for Client PitchingeMarket Education
This PPC Google Ads proposal sample is for all digital marketing professionals who would like to have a simple and strong understanding format for client pitching.
This is the slideshow that I made to follow along in my Facebook Ads Course. I decided to upload it for everybody to take advantage of.
If you are interested in learning more about my Facebook Ads Masterclass head to
https://course.rds.marketing
Planning and creating for Google Adwords in Digital Marketing and how should any small business be approaching it. Francis Mac Aonghus, Head of Online at encendo, explores how to plan and create for Google Adwords.
Discover the basics and how to start with Google AdWords. How Google AdWords works? How to build your Google AdWords strategy? What are the evolutions?
Expert: Gerald Claessens, Knewledge
Level: All levels
Objectives
Know how to evaluate the opportunities of Google AdWords
Discover concrete examples of successful projects in SEA
Learn how to manage an Adwords budget
A slide deck that goes along with a webinar (http://email-marketing.pinpointe.com/webinar-facebook-ads-vs-google-ads-dupont) that explains the key differences between Facebook ads and Google ads – including the pros and cons for your business.
Google Shopping Campaigns are a game-changer for e-commerce stores.
Not only do they target quality traffic and attract valuable leads, but they promote your products by showing users detailed information before clicking the ad.
Trying to take your marketing campaigns to the next level but overwhelmed by all the different options?
Feel like you’re never able to generate enough leads or track the right metrics?
A clear understanding of which channels to focus on and what metrics to track are vital to improving leads, sales, and ROI.
Join us for this informative webinar with Bill Rossell, Chief Sales Officer of 1SEO Digital Agency, as he shows you how to reduce the time spent on marketing your business and maximize returns. You’ll walk away with insight to focus your digital marketing efforts, including KPI tracking and ways to improve your communications for better lead quality.
You’ll also learn:
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PPC advertising, a cross-platform ads hold slightly extra potential for attracting traffic on your website for business. It is the perfect way for any advertiser to reach local and global audience through paid advertisement.
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014Shane Lennon
This is part 2 of multi-part series of frameworks, practical tools, skills and examples of tools to help marketing teams (and organizations) adopt in the digital world.
There are plenty of other approaches and some are more 360 customer relationship – we took these approaches as they fit most organizations and cultures we work with or where they are in the adoption curve and are stepping stones towards that 360 degree approach. We focused on the digital funnel for use in marketing, customer journey and persona profile mapping.
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Case Study of gaming leader SGN and how they power their advertising and creative strategy on Facebook. This is brought to you by Social.com, the ad technology platform of Salesforce.
Planning and creating for Google Adwords in Digital Marketing and how should any small business be approaching it. Francis Mac Aonghus, Head of Online at encendo, explores how to plan and create for Google Adwords.
Discover the basics and how to start with Google AdWords. How Google AdWords works? How to build your Google AdWords strategy? What are the evolutions?
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Level: All levels
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Know how to evaluate the opportunities of Google AdWords
Discover concrete examples of successful projects in SEA
Learn how to manage an Adwords budget
A slide deck that goes along with a webinar (http://email-marketing.pinpointe.com/webinar-facebook-ads-vs-google-ads-dupont) that explains the key differences between Facebook ads and Google ads – including the pros and cons for your business.
Google Shopping Campaigns are a game-changer for e-commerce stores.
Not only do they target quality traffic and attract valuable leads, but they promote your products by showing users detailed information before clicking the ad.
Trying to take your marketing campaigns to the next level but overwhelmed by all the different options?
Feel like you’re never able to generate enough leads or track the right metrics?
A clear understanding of which channels to focus on and what metrics to track are vital to improving leads, sales, and ROI.
Join us for this informative webinar with Bill Rossell, Chief Sales Officer of 1SEO Digital Agency, as he shows you how to reduce the time spent on marketing your business and maximize returns. You’ll walk away with insight to focus your digital marketing efforts, including KPI tracking and ways to improve your communications for better lead quality.
You’ll also learn:
-Channels to utilize through in 2022
-New ways to generate revenue and leads online
-What marketing KPIs matter most to your business/clients
PPC advertising, a cross-platform ads hold slightly extra potential for attracting traffic on your website for business. It is the perfect way for any advertiser to reach local and global audience through paid advertisement.
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This is part 2 of multi-part series of frameworks, practical tools, skills and examples of tools to help marketing teams (and organizations) adopt in the digital world.
There are plenty of other approaches and some are more 360 customer relationship – we took these approaches as they fit most organizations and cultures we work with or where they are in the adoption curve and are stepping stones towards that 360 degree approach. We focused on the digital funnel for use in marketing, customer journey and persona profile mapping.
This is part 2 the basic frameworks for a digital (any/all) marketing core competency and team – the focus on being customer centric and taking an outside-in view of the market.
Case Study of gaming leader SGN and how they power their advertising and creative strategy on Facebook. This is brought to you by Social.com, the ad technology platform of Salesforce.
Apple Search Ads - Keyword expansion with discovery campaigns & Performance b...SplitMetrics
First presented at After Work ASO meetup in Berlin, this 102-slide presentation by SplitMetrics' Head of Customer Success covers scaling Apple Search Ads keywords.
Inside you'll also find 2019 industry benchmarks - something to compare your own numbers against.
Apple Search Ads - Keyword expansion with discovery campaigns & Performance b...Anton Tatarinovich
First presented at After Work ASO meetup in Berlin, this 102-slide presentation by SplitMetrics' Head of Customer Success covers scaling Apple Search Ads keywords.
Inside you'll also find 2019 industry benchmarks - something to compare your own numbers against.
Driving profitability of Google App Campaigns in scale. What is easy, what is...GameCamp
Strategic and operational approach. Learnings taken from Huuuge Games campaigns. Which best practices I saw especially important, which ones can be skipped? Presentation delivered by Itay Milstein, Head of Growth from Huuuge Games at 8th edition of GameCamp (www.GameCamp.io).
How to create an air-tight account structure in Google AdWords through the use of single keyword ad groups (SKAGs) and rigorous query-level analysis. As presented at SEMpdx in February 2013.
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshowDr. William J. Ward
What Are 8 Steps To A Successful Social Campaign Plan And Checklist? #slideshow
Great resource from Spredfast. https://www.spredfast.com/
You can download the PDF from Spredfast here: What Are 8 Steps To A Successful Social Campaign Plan And Checklist? https://www.spredfast.com/social-media-strategies/social-campaign-planning-checklist
Introduction
Reaching customers is not an easy task. if you want to reach your target audience, Google’s search network or Facebook’s news feeds are the places where you need to be. According to the statistics, Facebook has 2.3 billion active users monthly, which makes it a huge platform for any user activity on the contrary Google Ads reaches billions of people every day through search, email, and other online activities. But many of the business owners still have a thought in their head about which one to pick Google Ads or Facebook Ads. Entrepreneurs usually allocate a specific budget to the advertising departments so they have to make a choice on which platform to choose. The fight between their head goes on for Google Ads vs Facebook Ads.
What is right for your business?
Should you invest in both of them?
Is it going to imbalance my budget?
Well, that’s what we want to find out. But let’s discuss the reasons for selecting either one.
The major difference between Google Ads and Facebook Ads:
3 ways you're wasting your biddable media budget... and how to fix it!Smart Insights
How to maximize the returns from your biddable media budget
There are more opportunities to buy media than ever before but, do you know exactly where you’re spending your budget, what you’re spending it on and how to optimise your campaigns to get the best returns?
In this webinar, Sarah Barker, Head of Biddable Media at digital marketing agency Stickyeyes will take you through the three most common mistakes brands make when investing in biddable media and importantly…how to fix them.
You will learn:
- The minefield of marketing metrics and how you can use data to understand your audience
- Cross-channel cannibalisation and the danger of a silo-mentality
- Why last-click attribution isn’t the answer
- Risk-taking – why it’s not just for James Bond!
Mobile User Aquisition (Web Summit 2014 presentation)Alkarim Nasser
With over a million apps in the app store - competition amongst mobile publishers are at an all time high. Data-driven mobile marketing is what will separate your marketing efforts from the pact. This presentation will go over tips and tricks to growth hacking success.
Do you struggle with promoting your app? Clip some of our slides to collect the ideas that work. Apps are easy to market if you know your target audience.
It is our job at 42DM to tailor the marketing tools to your target audience. If you don't want to miss out on your leads, DM us at 42dm.net. We can help your app scale the profit!
Vorian Agency PPC google adwords seminarMatt Lynch
Matt Lynch is the General Manager for Vorian Agency, a Perth - Western Australia based digital marketing company, Google Partner and Bing Ads Professional. This training seminar looks at the fundamentals of PPC using Google Adwords.
How To Convert Digital Engagement Into Leads and Sales - Bridget RandolphFeverBee Limited
In an industry full of cringeworthy buzzwords and meaningless vanity metrics, how can we ensure that our marketing efforts translate into actual business benefit? This session will look at what we mean by 'digital engagement', why it's valuable to our marketing strategies, and will provide some actionable tips and insights into how you can leverage your audience's online engagement with your business in order to to generate more sales and conversions.
Data Driven Digital Marketing Strategy Wecomex Ltd
In today’s modern global retail environment, customers and businesses alike are increasingly empowered by the new digital technologies and channels available right at their fingertips.
But, this explosion in increased connectivity has meant an overwhelming wave of data and information.
Businesses are challenged more than ever before to adopt a Data-Driven Digital Marketing Strategy and solutions to better manage that data deluge, understand their customers from every angle and surpass customers’ growing expectations for service.
Advance Digital Marketing Course in Delhi at IElevate Institute 93 Digital Marketing Modules, Practical training with Internship and job placement Get Trained by Amazon ATES Training , Become Digital Ecommerce consultant, Lifetime access to LMS, Get session recordings Book a Demo Class Now
https://www.ielevate.in/
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Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
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3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
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2. Free Content writing
3. Free Dynamic Website design*
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6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
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2. Understanding
our client's needs
TASK 1
A potential client reaches out to
us and tells us that they “want us
to do Apple Search Ads & Google
App Campaigns”.
Which 4-5 questions would you
ask them to better assess how we
can help them?
And why do you want to ask those
questions?
3. QUESTIONS
🎯 Whatwouldyoulikeyourcampaignstoaccomplishforyourbusiness?
With this question, we want to investigate which are the speci c business goals that the client hopes to achieve
with its ads (e.g. gathering new user installs and in-app actions or engaging with existing users). Having clear goals
will determine how we set up the campaigns within ASA and UAC as well as how we optimize them both through
copy and creative assets.
👫 🌏 Whoisyourtargetaudience?
With this question, we want to de ne which target audiences (demographics, geo , devices) are relevant to our
client's app. With a clear view on who we need to target, we can understand if ASA and UAC are the best paid
channels to make use of and gather useful data to inform our strategy.
💰 Whatisyourtargetmonthlybudget?
We need to know up front what type of budget we have for our campaigns to inform the platforms we choose to
promote on, the type of ads, the duration of the campaign and more. Having this info can help us also setting
realistic goals and timeline.
4. QUESTIONS
🤳 Whatisthecustomerjourneyforyourappandwhicharethetrackedevents?
Understanding the customer journey will give us a clear overview of what are the actions that a user takes along
the conversion process and help us identify which event should we focus on for campaign optimization.
🏆 Howdoyoudefinethesuccess?
It's important to us to understand how our client de nes the success in order to have a clear idea on how to drive
optimization of the account.
5. Stay in touch
Business Goals Strategy Product
related
Advertising
History
Competitor
Analysis
6. Setting up your first campaigns
TASK 2
The client, LEGO life, wants to proceed and
asks us to run their Apple Search Ads &
Google App Campaigns for them.
• For Apple Search Ads, map out the
campaign and ad group structure, and
list a few keywords that you aim to
target in each of the ad groups. Make
sure you clearly include match types in
your setup.
• In regards to Google App Campaigns,
how would you structure the campaigns
and ad groups? Why?
8. ASA Campaign Structure for LEGO Life
BrandCampaigns
Exact MatchAd Groups
Keyword
List
Generic Competitor Discovery Probing
Exact MatchAG
1
AG
2
AG
3
AG
1
AG
2
AG
3
Broad
Match
(BM)
Search
Match
(SM)
KW
List
Keyword
List
KW
List
KW
List
KW
List
KW
List
KW
List
KW
List
* all users
9. Brand Campaign
Setup
Campaign Goal:
Brand Protection
Brand
Exact Match
Keyword
List
Access to the full list →
Goal:
With this campaign we want to protect the LEGO Life brand from losing its
relevant audience to competitors.
Campaign name:
[Lego Life - US - Brand]
Ad Group Match Type:
We will use Exact Match keywords only.
Keywords:
We will include all keywords that are directly associated with the LEGO Life
brand ( name of the app, publisher title and common misspelling of the above).
[Lego life][Lego life free][Legolife][Lego life app][Lego][lego lego]
10. Generic Campaign
Setup
Campaign Goal:
Prospecting
Access to the full list →
Goal:
With this campaign we want to build brand awareness and attract relevant users
who are searching for a solution to their problem for an app similar to LEGO Life.
Campaign name:
[Lego Life - US - Generic]
Ad Group Match Type:
We will use Exact Match keywords only.
Keywords:
We will include general terms that describe the LEGO Life's app features,
functionalities and that not include the app name. We will split my list of generic
keywords into several ad groups based on intent grades quali ed as high,
medium, low.
Generic
AG
1
AG
2
AG
3
KW
List
KW
List
KW
List
11. Generic Campaign Ad Groups
Social Media app for kids
High Intent
Gaming app for kids
Parents who are searching for a kid-safe
community for children.
Creativity app for kids
AG
1
Ad Group 1
AG
3
Ad Group 2 Ad Group 3
Access to the full list →
[social media for kids][kids social media]
[social media for children][kids community]
[social media avatar]
Medium Intent
Parents who are searching for a family-
friendly gaming apps for kids.
[educational games for kids]
[educational games for children]
[kids game]
[challenge games for kids]
[kids building game]
Low Intent
Parents who are searching for
apps that inspire creativity in kids.
[creative apps for kids]
[co play]
[building games]
[free play]
12. Competitor
Campaign Setup
Campaign Goal:
Brand Offense
Access to the full list →
Goal:
With this campaign we want to bid on LEGO Life's competitor's keywords to win
over their audience
Campaign name:
[Lego Life - US - Competitor]
Ad Group Match Type:
We will use Exact Match keywords only.
Keywords:
We will include keywords that represent LEGO Life's competitor'a app name or
company name. We will split my list of keywords into several ad groups based on
the same intent-based approach applied to Generic campaigns.
Competitor
AG
1
AG
2
AG
3
KW
List
KW
List
KW
List
13. Competitor Campaign Ad Groups
Social Media app for kids
High Intent
Gaming app for kids Creativity app for kids
AG
1
Ad Group 1
AG
3
Ad Group 2 Ad Group 3
Access to the full list →
[besty]
[messanger for kids]
[justalk kids]
[GROM]
[YO YO Kidz]
Medium Intent
[PBS KIDS Games]
[Khan Academy Kids]
[Car Maker Game]
[Talking Tom Pool]
[House Paint]
Low Intent
[Pocket World 3D -unique puzzle]
[Rainbow Glitter Coloring Book]
[Dinosaur Deformers]
[Rock the School]
[Animal Crossing]
14. Discovery Campaign
Setup
Campaign Goal:
Discovery
Goal:
With this campaign we want to try to discover new relevant keywords that we are
not probably bidding on yet.
Campaign name:
[Lego Life - US - Discovery]
Ad Group Match Type:
Broad Match and Search Match
Keywords:
We will add all targeted Exact Match terms from the Competitor, Generic, and
Brand campaigns as negative Exact Match keywords in the Discovery Campaign.
We will add all Exact Match keywords as Match keywords as Broad Match
keywords to the Discovery Campaign in the Broad Match Ad Group.
Discovery
Broad
Match
(BM)
Search
Match
(SM)
KW
List
15. ASA Campaign Structure for LEGO Life
BrandCampaigns
Exact MatchAd Groups
Keyword
List
Generic Competitor Discovery Probing
Exact Match
AG
1
(EM)
Broad
Match
(BM)
Search
Match
(SM)
KW
List
Keyword
List
KW
List
KW
List
KW
List
KW
List
KW
List
KW
List
AG
2
(EM)
AG
3
(EM)
AG
1
(EM)
AG
2
(EM)
AG
3
(EM)
1
2
3
4
17.
LEGO Life - Install - US LEGO Life- InstallAdvanced- US
AG 1
AG 2
AG 3
LEGO Life - Install - US LEGO Life- InstallAdvanced- US
AG 1
AG 2
AG 3
18. Install Volume Campaign Goal:
Install Volume
Goal:
All users: With this campaign we want to get as installs as possible.
Campaign name:
[Lego Life - Install - US -en]
Theme-based Ad groups
• Ad group for theme # 1: Safe social space
• Ad group for theme # 2: Creative social space
• Ad group for theme # 3: Generic
LEGO Life - Install - US -en
Budget:
50 x tCPI
Bid Strategy:
tCPI
AG 1
AG 2
AG 3 - Generic
19. App Campaign # 1 (Install Volume)
Ad group Safe Space theme
• A Safe Social App for your Kids. (Intro)
• For kids who love LEGO. (Attention Grabber)
• Let your kids play safe. (Bene t Statement)
• Create, share & discover. (CTA)
4 text ideas
up to 20 images (focus on top served images)
320 x 480
1024 x 768
480 x 320
1200 x 628
300 x250
320 x 50
up to 20 video ( at least square, portrait, landscape)
Ad group Creativity Space theme Ad group Generic theme
▶ ▶ ▶
20. Install Advanced Campaign Goal:
Install Advanced
Goal:
Users likely to register to the app: With this campaign we want to optimize for
high install volume among users likely to register to the app
Campaign name:
[Lego Life - Install/Registration - US -en]
Theme-based Ad groups
• Ad group for theme # 1: Safe social space
• Ad group for theme # 2: Creative social space
• Ad group for theme # 3: Generic
LEGO Life - Install - US -en
Budget:
50 x tCPI
Bid Strategy:
tCPI
AG 1
AG 2
AG 3 - Generic
21. Analyzing data
TASK 3
Analyze this spreadsheet of search term /
keyword level data.
We’re looking to answer questions such as:
• How do you look at the funnel in Apple
Search Ads?
• Which ad groups were performing best?
• What is the average CPT?
• What is the average cost per download
(CPI)?
• If the client asks us to increase the
number of subscriptions while achieving
a target Cost Per Action of $6 or below,
how would you change the current
strategy (bids, etc.)?
22. How do you look at the funnel in Apple Search Ads?
After users tap on the ad banner, they nd themselves on an app store product page, then they download, install and
open the app. Only upon these actions users may make an in-app purchase, buy a subscription or view native ads.
Each stage of this funnel should be optimized to ensure that your ad spend gets retuns with enough margin in the
end.
TTR= Taps/Impressions
CR = Installs/ Taps
24. What is the average cost per download (CPI)?
The average cost per download is $ 2.61
25. What is the average CPT?
The average cost per tap is $ 1.26
26. Spend per Ad Group
as % total spend
CPI per ad group
Data →
27. What ad groups were performing best?
We identi ed the ad groups as the best performing ones considering CPI as main KPI:
• tricky is performing well with high conversion rate and a lower CPI compared to the avg CPI: haircut, with its CPI of $2.62, is not far behind
the other best-performing keyword-based ad group tricky as well as neat and disagree.
The impression volume we’ve seen thus far has been relatively low for ad groups such as protect and vagabond, which is to be expected
considering that Apple shows just one ad per search result while also requiring very high relevancy between chosen keywords and your app. It’s
dif cult to say if the high conversion rates would scale with larger search volumes, but the conversion rates we have seen so far look promising.
If the client asks us to increase the number of subscriptions while achieving a target
Cost Per Action of $6 or below, how would you change the current strategy (bids,
etc.)?
In order to achieve the requested result, we would need to set a CPA Goal for our campaign to optimize conversions.. I would increase the Max
CPT Bid in order to compensate the loss of the impressions we would face.