Digital Marketing Master Class Session 6-B

© Copyright 2017. Maurice Bretzfield & Kenny Soto. All Rights Reserved.
Session VI-B

Digital Marketing Masterclass
About
● Not for profit 501(c)(3) Volunteer Organization
● Resource partner of the U.S. Small Business Administration
(SBA)
● Over 340 Chapters and 11.000 Volunteer Mentors Nationwide
● 70+ Mentors in NYC
● FREE and Confidential Business Counseling available to
anyone.
SCORE NYC
26 Federal Plaza, Room 3100
New York City , NY 10278
(212) 254-4507
ask@scorenyc.org

Maurice Bretzfield Kenny Soto
bretzfield@scorenyc.org soto@scorenyc.org
SCORE NYC
Resource Volunteer
Digital Marketer
SCORE NYC
Certified Business Mentor
Digital Marketing Strategist

Our Goals For YouTo instill in you the
passion, dedication,
and commitment
required for you to
become a successful
Digital Marketer
To show you a new
way to think about how
to build a business now
For you to understand
that DM is a journey.
The train has pulled out
ot the station and just
keeps accelerating
That you will
understand that
successful Digital
Marketing requires
continuous learning
and that the digital
universe is evolving,
literally,
at the speed of light.

Digital Marketing Masterclass Series
For SCORE NYC
Session 1 - January 14, 2017
Session 2 - February 4, 2017
Session 3 - February 11, 2017
Session 4 - March 4, 2017
Session 5 - April 15, 2017
Session 6 - April 22, 2017
Session 6B - April 29, 2017 (Recorded)

What We’ll Learn Today
Session 6B - April 29, 2017
● Google AdWords - 36 (7~43) Slides, 59 minutes 55 seconds
● YouTube Advertising - 5 (44~49) Slides, 14 minutes 32 seconds
● Email Marketing - 8 (50~58) Slides, 18 minutes 44 seconds

Using Google Adwords
Before getting started, you need to familiarize yourself with Google’s
advertising policies. Google will suspend and sometimes delete
your account if you don’t abide by these rules!
Some include:
- Promoting content with malware
- Promoting a page that leads users off to another unrelated
destination
- Promoting Pharma products without a registered medical
license
https://support.google.com/adwordspolicy/answer/6008942?visit_id=1-636213091701586724-3863794372&rd=1
© Copyright 2017. Maurice Bretzfield and Kenny Soto. All Rights Reserved.

Google Adwords
Ad Formats
https://support.google.com/adwords/answer/1722124?hl=en

Google Adwords
Text
Responsive (Display
Network Only)
Image (can be .gifs)
Ad Formats

Google Adwords
App Promotion Ad
(mobile only)
Video Ads (YouTube) Call Only Ads
Ad Formats

Google Adwords
Showcase Shopping Ads
Showcase Shopping ads are ads shown
to people who are researching where to
buy rather than looking to buy a specific
product. It highlights the store more than
the actual products sold.
Products are displayed below.
Ad Formats

Google Adwords
Product ads accounted for 52 percent
of all Google search ad spending by
retailers in the first quarter of 2017,
versus 8 percent in 2011, according to
the digital marketing agency Merkle.
Product Listing Ads
Ad Formats

Google Adwords
How Google Cashes In on the Space Right Under the
Search Bar
Ad Formats

How Much Should I Spend?
Remember, the cost structure is
determined by the:
- Bids placed on each keyword
- Daily budget allocated
- Total campaign budget allocated
Recommended monthly spend: $400-
$1,000

By going to Campaigns >
Settings, you can
indicate start and end
dates for your
campaigns so you don’t
overspend.

Resources
“How Do I Optimize Budgeting and Bidding in Google AdWords? [Basic Edition]”
by Wishpond
“Low On Cash? Low Budget PPC Tips That Will Bring Big Budget Results”
by Neil Patel

Keyword Research for SEO and PPC can go hand in hand - but they’re
actually very different.
Keyword Research For Pay-Per-Click

It’s the same process as before, including additional thinking…
You have to evaluate your search terms by price as well. How much do you plan on
spending for PPC on a monthly basis?
You have to evaluate your search terms based on the context they have for your
promotional campaigns.
Are you targeting new customers?
Are you promoting new products or services?
Are you having a sale or offering a discount?
If you’ve done PPC in the past, which keywords have the lowest amount of Avg.
Cost-Per-Click & highest Click-Through-Rate? You want to include those.

Definitions of Fundamental Metrics
Click - a user action on a PPC ad that takes
them to a landing page.
Impression - the # of times your ad is
displayed to your target audience.
Cost - the amount you spend on your PPC
campaign, ad group, or ad.
Click Through Rate (CTR) - the # of clicks
received over the # of impressions displayed.
This directly affects your ads Quality Score.
Quality Score - Determines your ad rank based on
the following:
● Your click-through rate (CTR)
● The relevance of each keyword to its ad group.
● Landing page quality and relevance.
● The relevance of your ad text.
● Your historical AdWords account performance.
www.google.com/quality

Avg. CPC - Average cost-per-click is the cost of all
clicks over the # of clicks received by your ad.
Max CPC - The maximum bid amount per click
you set at the ad group or keyword level.
Phone calls - The # of times a user called your
business based on a mobile ad.
Impression Share - impressions you've received
divided by the estimated number of impressions
you were eligible to receive. This shows how you
stack up against the competition.
Conversion - An action taken on a landing page,
including:
● Purchase
● Initiated checkout
● Email subscription
● Pageview
Key Performance Indicator (KPI) - a specific
numerical value you hope to achieve for each metric
you are tracking. *Not shown as a metric in Google
Adwords.
Definitions of Fundamental Metrics

Industry benchmarks for average
click through rate. On average, you
want to aim for 2.5% for a healthy
campaign.
http://www.wordstream.com/click-through-rate

Overall AdWords Campaign
Structure
https://www.linkedi
n.com/learning/goo
gle-adwords-
essential-training-
2/welcome

Steps to Take Before Creating a Campaign
1. Define business goals (Brand awareness - track impressions,
more sales - track conversions, more pageviews - track clicks,
etc.)
2. Define your client persona (your target audience)
3. Create a list of keywords (keyword research)
4. Sort them by theme (helps you to create ad groups later)
5. Sort themes by priority (helps you to set the right bid amounts)
6. Ensure your landing page(s) match the themes for each
campaign (helps to reduce bounce rates) Good range: 40% -
60%

Keyword Match Types
Broad match - your ad to show whenever someone
searches for that phrase, similar phrases, singular or plural
forms, misspellings, synonyms, stemmings (such as floor
and flooring), related searches, and other relevant
variations. Ex: Keyword
Modified Broad Match - Ads may show on searches that
contain the modified term (or close variations, but not
synonyms), in any order. Ex: +Keyword
Phrase Match - Ads may show on searches that are a
phrase, and close variations of that phrase. Ex: “Keyword”
Exact Match - Ads may show on searches that are an exact
term and close variations of that exact term. Ex : [Keyword]
Negative Match - Ads may show on searches without the
term. Ex: -Keyword

Keyword Match Type Examples
Broad match - Example keyword: women's hats, Example
search: buy ladies hats
Modified Broad Match - Example keyword: +women's
+hats, Example search: hats for women
Phrase Match - Example keyword: "women's hats",
Example search: buy women's hats
Exact Match - Example keyword: [women's hats] Example
search: women's hats
Negative Match - Optometrist who sells eyeglasses. In
this case, you may want to add negative keywords for
search terms like “wine glasses” and "drinking
glasses.” Example Keyword: -wine, -drinking

WordStream: PPC MarTech Tool

After you sort your keywords by theme
and match type, you want to then sort
them by groups of 20-30 in the themes
that they fall under.
Certain keywords can go to multiple
themes.

Draft your advertising copy ahead of time
Best practice is to always have at least two versions of an advertisement for each Adgroup.

Advertising Copy Best Practices
● Capitalize Every Word Of Your Title
● You cannot use “!” in your ad copy
● Only talk about what’s included on your landing
page
● Headline 1 is more important than Headline 2
● Include your top keywords into your Path Fields
● Turn off ads that are not reaching KPIs after 30
days or when you relaunch you campaign Path Fields - adds
unique words to
your display URL

Landing Pages
Google Images: Landing Page

Landing Page Resources
https://www.leadpages.net http://unbounce.com

Split Testing Your Ads
Focus on one variable at a time per campaign
- If you are experimenting with Path Fields,
don’t change headlines or descriptions.
- If you are experimenting with ad extensions,
don’t change the ad copy.
To determine effectiveness, focus on improving
on the specific KPIs per campaign.

Ad Extensions

Display Network - a different advertising platform from Search Network.
You send your advertisements to a network of sites and mobile apps to
gain traffic.

Setting up conversion tracking

The standard conversion menu you’ll see
in your adwords account.

Setting up conversion tracking
Steps to set up conversions
1. Name your conversion (ie. newsletter signups Fall
2016, shoe purchases, etc.)
2. Define the $ value per conversion
3. Define your conversion window (the # of days you’ll
track your conversions)
4. Categorize your conversion - purchase/sale, sign-up,
lead, view of key page, other
5. Define your attribution model

Attribution models defined
Last Click: Gives all credit for the conversion to the last-clicked ad and corresponding keyword.
First Click: Gives all credit for the conversion to the first-clicked ad and corresponding keyword.
Linear: Distributes the credit for the conversion equally across all clicks on the path.
Time Decay: Gives more credit to clicks that happened closer in time to the conversion. Credit is
distributed using a 7-day half-life. In other words, a click 8 days before a conversion gets half as
much credit as a click 1 day before a conversion.
Position-based: Gives 40% of credit to both the first- and last-clicked ads and corresponding
keyword, with the remaining 20% spread out across the other clicks on the path.

Search Term Report

Highlighted search terms are
showing our ads but are
unrelated.
So, you have to include them
as negative matches.

Program Benefits:
● $10,000 monthly ad budget
● $2 max bid price
● $40,000 monthly ad budget
once you max your $10k for
three consecutive months
To apply:
● EIN number
● IRS - 501(c)(3)

YouTube Advertising
Remember, the cost structure is
determined by the:
- Bids placed on each keyword
- Daily budget allocated
- Total campaign budget allocated
*Same as in AdWords because you’re
using the same account...

https://www.youtube.com/watch?v=VpA6z0KY8xg

https://www.youtube.com/yt/advertise/index.html

https://www.youtube.com/watch?v=vgDD5lAZFgg

Email marketing
allows marketers to
offer relevant and
insightful content to
an audience that has
willingly subscribed
and is eager to learn
more.

From newsletters to
targeted offerings, you
can monitor, measure,
test and tweak emails
to drive more customer
engagement.

1. Establish Your Goals
4 Steps To Email Marketing Success
What Are Your Goals?
● Drive More Traffic?
● Increase Sales?
● Donations?
● Increase Ticket Sales and
Attendees for an Event?
● Keep User Base Engaged?
● Promote Something
Special? A Sale? An
Anniversary?
● New Creative?

2. Build Your List
● Landing pages
● Entry pop-ups
● Exit pop-ups
● Scroll boxes
● Sidebar sign-ups
● In-line sign-ups
● Header sign-ups
● End-of-post sign-ups
● Contact sign-ups
Don’t Even Think About Buying Lists
● Twitter
● LinkedIn
● Medium
● Facebook

WIIFM?
How Do I Benefit From Giving You My Email Address?

3. Create & Build The Campaign
● Structure your emails so that they are easy to
read - Mobile format is critical.
● Be sure your campaign and every aspect is
relevant to your reader. Instead of sending one
campaign to everyone, you should segment
your lists and send relevant offers and content
to each unique segment.
● Ensure your campaigns are on brand and build
trust
● Make it Easy to Convert
● Newsletter
● HTML Email
● Marketing Offer
● Announcement
● Event Invitation

4. Measure and Adjust
● Number of Unique Opens
● Number of Bounces
● Number of Emails NOT Opened
● Open Rate
● Click-Through Rate (CTR)
● Unsubscribe Rate
● Number of Spam Complaints
● Number of Shares

7 Essential Elements of Perfect Emails
1. Send From an Individual, not a company.
2. Always Personalize (Dear CONTACT.FIRSTNAME,)
3. Segment Your Lists to Send More Targeted Emails
4. Include 1 CLEAR Call To Action (CTA)
5. Email Copy Must Be Short, Well-Written, and
Encourages Engagement
6. Mobile Optimization (69% of users delete emails
that are not optimized for the small screen
7. Unsubscribe Link

Email Marketing Platforms
60-Day Free Trial
$15/month for up
to 500 addresses
to $75/month for
up to 10,000
Less than 2,000 subscribers and
are sending less than 12,000
emails per month from $10/month
for up to 500 subscribers to
$240/month for up to 50,000
subscribers. All paid plans have
an unlimited number of sends.
From $19/month
for up to 500
subscribers to
$149/month for up
to 25,000
subscribers

Maurice Bretzfield Kenny Soto
bretzfield@scorenyc.org soto@scorenyc.org
SCORE NYC
Resource Volunteer
Digital Marketer
linkedIn.com/in/KennySoto
SCORE NYC
Certified Business Mentor
Digital Marketer
linkedin.com/in/bretzfield
Connect
With Us

Thank You

Digital Marketing Master Class Session 6-B

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