Results from my PPC Education Research and 10 tools for more empathic and strategic PPC from my experience of training undergrads for annual Google's PPC competition, GOMC.
Looking to start your Digital Marketing Career? Here are various job roles in the field of digital marketing. Digital Ready is a Digital Marketing Training Service Provider in Hyderabad for Professionals, Students and Corporates.
Find out how to build a marketing plan including SEO (search engine optimization), CPC (adwords), CPM (display), email marketing and referral marketing. Learn how to prioritize channels and balance your efforts.
Information used from the following sites:
http://www.polevaultmedia.com
http://searchengineland.com/seotable
http://www.slingshotseo.com
Jasmine Sandler. SEO Veteran, SEO consultant, SEO Trainer and SEO Keynote speaker has delivered her own SEO training programs to 100s of corporate marketing teams. By request, here is a breakdown of her program and rate for a sample half to full day program. Contact Jasmine for a SEO assessment at jasmine@jasminesandler.com
Jasmine Sandler is a well regarded Digital Marketing Strategist and Consultant. She has provided Digital Marketing plans to 100s of corporate clients. By request, this is her owned Digital Marketing plan program options document. For help with digital marketing planning , contact jasmine@jasminesandler.com
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
Having a solid digital marketing plan for every month may seem like over
optimization but the benefits are indisputable. The sooner you can put a monthly plan into action, the sooner you will be reaping the rewards of Digital marketing – more leads, at a lower cost, generated by a completely scaleable strategy.
Use this template to create a detailed digital marketing plan defining the digital channel strategy for each major market/proposition to provide focus and direction for the future.
Make sure your digital plan is well integrated with all marketing communications and aligns with your business objectives.
Here’s a taste of what you’ll find inside:
- Setup Goals and Metrics
-Define your buyer personas
-Identify your marketing triggers
-Keyword strategy
-Outline your content strategy
-Design your marketing funnel
-Implement & setup support platforms
-Recruit for the skillsets you need
Published at <a>Trinfinity</a>
Looking to start your Digital Marketing Career? Here are various job roles in the field of digital marketing. Digital Ready is a Digital Marketing Training Service Provider in Hyderabad for Professionals, Students and Corporates.
Find out how to build a marketing plan including SEO (search engine optimization), CPC (adwords), CPM (display), email marketing and referral marketing. Learn how to prioritize channels and balance your efforts.
Information used from the following sites:
http://www.polevaultmedia.com
http://searchengineland.com/seotable
http://www.slingshotseo.com
Jasmine Sandler. SEO Veteran, SEO consultant, SEO Trainer and SEO Keynote speaker has delivered her own SEO training programs to 100s of corporate marketing teams. By request, here is a breakdown of her program and rate for a sample half to full day program. Contact Jasmine for a SEO assessment at jasmine@jasminesandler.com
Jasmine Sandler is a well regarded Digital Marketing Strategist and Consultant. She has provided Digital Marketing plans to 100s of corporate clients. By request, this is her owned Digital Marketing plan program options document. For help with digital marketing planning , contact jasmine@jasminesandler.com
The purpose of this deck is two-fold:
1. provide key insights on how to build a highly effective and predictable demand gen engine
2. provide a template for a monthly demand gen dashboard that tracks the value/ROI of your actions
There are numerous other key metrics that are essential for marketing to track but are not represented in this template such as customer experience [NPS, CSAT, etc.], brand recognition & affinity, website analytics, email analytics, PR share of voice, ad campaign effectiveness, and so on and so on.
Additionally, this dashboard is not intended to replace a full sales pipeline dashboard but rather to provide insights on how marketing is contributing to sales effectiveness and revenue.
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
Having a solid digital marketing plan for every month may seem like over
optimization but the benefits are indisputable. The sooner you can put a monthly plan into action, the sooner you will be reaping the rewards of Digital marketing – more leads, at a lower cost, generated by a completely scaleable strategy.
Use this template to create a detailed digital marketing plan defining the digital channel strategy for each major market/proposition to provide focus and direction for the future.
Make sure your digital plan is well integrated with all marketing communications and aligns with your business objectives.
Here’s a taste of what you’ll find inside:
- Setup Goals and Metrics
-Define your buyer personas
-Identify your marketing triggers
-Keyword strategy
-Outline your content strategy
-Design your marketing funnel
-Implement & setup support platforms
-Recruit for the skillsets you need
Published at <a>Trinfinity</a>
Ajax Union 2017 Capabilities Deck - B2B Digital Marketing ABMJoe Apfelbaum
Ajax Union is a digital marketing agency based in Brooklyn NY. http://www.b2b.ajaxunion.com Here we present our latest B2B digital marketing capabilities deck with our process. Feel free to review and share with others.
Presentation given at the 2011 PICPA Benefit Plan Audit Conference in Lancaster, PA. Practical strategies for marketing your benefit plan audit niche in the digital medium.
Mythology's Assessimize Marketing Workshops are learning and planning experiences for senior executives and their teams designed to generate “A-ha!” moments of insight and clarity. The result? Tangible strategies and innovative ideas for advancing your brand, revenue and relationships.
How to Create an Integrated Sales Enablement Strategy for Your Sales TeamSales Hacker
What You'll Learn:
- How to build and implement a powerful sales enablement strategy.
- What does, and does not, qualify as Sales Coaching Excellence.
- Which engagement data help improve the relevance and effectiveness of salespeople.
Cheat Sheet Guide to Setting Up Successful LinkedIn Ad CampaignsTodd Hentnick
This guide will help you get a grip on your LinkedIn ad campaigns - covering targeting, your offer, image creation, ad copy, budgeting, and performance evaluation.
Marketing Fundamentals for HR and RecruitingMatt Charney
This presentation explores the marketing fundamentals that HR pros need to know in order to build a communications strategy and effective brand both inside and outside of the organization. Attendees get a behind-the-scenes look at corporate marketing to see what it is really all about, what matters most for brand marketing, and how to effectively partner with marketing to achieve HR results. Topics include lead generation/nurturing, message creation and targeting, social media tools and tactics, content marketing, and engagement best practices.
Learning objectives include how to apply marketing fundamentals and best practices to the HR function and how to leverage your HR brand inside and outside of an organization through content, engagement, and campaign management.
Some of Jasmine Sandler client case studies on SEO & Digital Marketing services work as a lead Digital strategist since 2006. More testimonials, case studies and results can be found on www.jasminesandler.com
501 Questions Every B2B CMO Needs To AskTodd Ebert
Taking the reins as a new CMO can be daunting. You need learn all about the company, strategies, markets, products, customers, personas, buying journeys, competitors, processes, technologies, etc. -- not to mention all the myriad details about the marketing team, brands, plans and budgets. What does the marketing team do well? What do they not do well? What do they not do at all?
You've got just a few months to gather all the information, analyze it, identify gaps, develop your plan and present it to the CEO and Board.
Having gone through this process several times, I created an Evernote list with questions to ask in order to be thorough in gathering all the information. Over the years that simple list grew unwieldy with hundreds of questions so I dumped it into a Word doc and then got the bright idea to turn it into an ebook for B2B CMOs -- the only one of it's kind.
A presentation about digital marketing regarding Search Engine Optimization, Pay Per Click, and Social Media Marketing.
The presentation includes the advantages and disadvantages of SEO, PPC and Social Media Marketing and a short strategy that you can use with each one of them.
Welcome to Rakesh Tech Solutions
Rakesh Tech Solutions is the best and leading Digital Marketing and Web Design and Development company in Hyderabad. We offer logo designing, mobile app development at the best price compared to other Digital Marketing agencies in Hyderabad. Our branches are located at Madhapur, kondapur, Gachibowli, Jubilee hills & Banjara Hills..
Team roles and responsibilities in digital marketing departmentDigitOWL Marketing
Which people do you need as manager for successful digital marketing activity including content marketing processes? Find here team roles, main responsibilities, salaries.
How to Hire a perfect PPC Executive for your organisationHireQuotient
1.Define Your Requirements
Begin by outlining the specific objectives of your PPC campaigns. Determine what success looks like for your campaigns, whether it’s increasing clicks, conversions, or achieving a lower cost-per-click (CPC).
2. Create a Comprehensive Job Description
Draft a job description that includes responsibilities such as setting up PPC campaigns, managing daily account maintenance, conducting keyword research, optimizing ads, and tracking metrics to assess performance and budget alignment.
3. Explore Various Recruitment Channels
If you have an AI-based tool like EasySource, you can discover candidates based on your requirements in a matter of minutes. Additionally, consider participating in online forums and PPC groups to directly engage with active professionals in the field.
4. Screen for PPC Campaign Management Skills
During the screening process, prioritize candidates with demonstrated experience in managing PPC campaigns, including hands-on experience with bidding strategies and ad optimizations
5.Engage Short-listed Candidates
For crafting effective outreach messages, consider using EasySource’s Candidate Engagement Module.
6.Assess Tactical Skills and Strategic Thinking
EasyAssess to help you get a comprehensive idea of a candidate's skills. You can look through Hirequotient's extensive library of skill assessments for the role of your choice and requirement.
7.Evaluate Problem-Solving and Adaptability
Assess how candidates handle changes in campaign performance and adapt their strategies to meet evolving market conditions and business objectives. Discuss hypothetical scenarios to understand their problem-solving approach and flexibility.
8.Check References
Reach out to previous employers or clients to verify the candidate’s track record, reliability, and effectiveness in managing PPC campaigns. This step can provide valuable insights into their professional capabilities and impact.
9.. Make a Competitive Offer
Once you’ve identified the right candidate, extend an offer that reflects the value they bring to your organization. Include competitive compensation, benefits, and opportunities for career progression.
10.. Ensure a Smooth Onboarding Process
Implement a comprehensive onboarding process that acquaints the new PPC Executive with your team, current campaigns, and the specific tools and strategies your company employs. Proper onboarding is essential for enabling them to contribute effectively and quickly.
To read the full article, visit
https://www.hirequotient.com/how-to-hire/ppc-executive
A six step approach to creating and updating and using a personal marketing plan for individuals in career transition. This document is to be used during one on one networking to brand yourself and to gain contacts at your defined "Target companies".
Ajax Union 2017 Capabilities Deck - B2B Digital Marketing ABMJoe Apfelbaum
Ajax Union is a digital marketing agency based in Brooklyn NY. http://www.b2b.ajaxunion.com Here we present our latest B2B digital marketing capabilities deck with our process. Feel free to review and share with others.
Presentation given at the 2011 PICPA Benefit Plan Audit Conference in Lancaster, PA. Practical strategies for marketing your benefit plan audit niche in the digital medium.
Mythology's Assessimize Marketing Workshops are learning and planning experiences for senior executives and their teams designed to generate “A-ha!” moments of insight and clarity. The result? Tangible strategies and innovative ideas for advancing your brand, revenue and relationships.
How to Create an Integrated Sales Enablement Strategy for Your Sales TeamSales Hacker
What You'll Learn:
- How to build and implement a powerful sales enablement strategy.
- What does, and does not, qualify as Sales Coaching Excellence.
- Which engagement data help improve the relevance and effectiveness of salespeople.
Cheat Sheet Guide to Setting Up Successful LinkedIn Ad CampaignsTodd Hentnick
This guide will help you get a grip on your LinkedIn ad campaigns - covering targeting, your offer, image creation, ad copy, budgeting, and performance evaluation.
Marketing Fundamentals for HR and RecruitingMatt Charney
This presentation explores the marketing fundamentals that HR pros need to know in order to build a communications strategy and effective brand both inside and outside of the organization. Attendees get a behind-the-scenes look at corporate marketing to see what it is really all about, what matters most for brand marketing, and how to effectively partner with marketing to achieve HR results. Topics include lead generation/nurturing, message creation and targeting, social media tools and tactics, content marketing, and engagement best practices.
Learning objectives include how to apply marketing fundamentals and best practices to the HR function and how to leverage your HR brand inside and outside of an organization through content, engagement, and campaign management.
Some of Jasmine Sandler client case studies on SEO & Digital Marketing services work as a lead Digital strategist since 2006. More testimonials, case studies and results can be found on www.jasminesandler.com
501 Questions Every B2B CMO Needs To AskTodd Ebert
Taking the reins as a new CMO can be daunting. You need learn all about the company, strategies, markets, products, customers, personas, buying journeys, competitors, processes, technologies, etc. -- not to mention all the myriad details about the marketing team, brands, plans and budgets. What does the marketing team do well? What do they not do well? What do they not do at all?
You've got just a few months to gather all the information, analyze it, identify gaps, develop your plan and present it to the CEO and Board.
Having gone through this process several times, I created an Evernote list with questions to ask in order to be thorough in gathering all the information. Over the years that simple list grew unwieldy with hundreds of questions so I dumped it into a Word doc and then got the bright idea to turn it into an ebook for B2B CMOs -- the only one of it's kind.
A presentation about digital marketing regarding Search Engine Optimization, Pay Per Click, and Social Media Marketing.
The presentation includes the advantages and disadvantages of SEO, PPC and Social Media Marketing and a short strategy that you can use with each one of them.
Welcome to Rakesh Tech Solutions
Rakesh Tech Solutions is the best and leading Digital Marketing and Web Design and Development company in Hyderabad. We offer logo designing, mobile app development at the best price compared to other Digital Marketing agencies in Hyderabad. Our branches are located at Madhapur, kondapur, Gachibowli, Jubilee hills & Banjara Hills..
Team roles and responsibilities in digital marketing departmentDigitOWL Marketing
Which people do you need as manager for successful digital marketing activity including content marketing processes? Find here team roles, main responsibilities, salaries.
How to Hire a perfect PPC Executive for your organisationHireQuotient
1.Define Your Requirements
Begin by outlining the specific objectives of your PPC campaigns. Determine what success looks like for your campaigns, whether it’s increasing clicks, conversions, or achieving a lower cost-per-click (CPC).
2. Create a Comprehensive Job Description
Draft a job description that includes responsibilities such as setting up PPC campaigns, managing daily account maintenance, conducting keyword research, optimizing ads, and tracking metrics to assess performance and budget alignment.
3. Explore Various Recruitment Channels
If you have an AI-based tool like EasySource, you can discover candidates based on your requirements in a matter of minutes. Additionally, consider participating in online forums and PPC groups to directly engage with active professionals in the field.
4. Screen for PPC Campaign Management Skills
During the screening process, prioritize candidates with demonstrated experience in managing PPC campaigns, including hands-on experience with bidding strategies and ad optimizations
5.Engage Short-listed Candidates
For crafting effective outreach messages, consider using EasySource’s Candidate Engagement Module.
6.Assess Tactical Skills and Strategic Thinking
EasyAssess to help you get a comprehensive idea of a candidate's skills. You can look through Hirequotient's extensive library of skill assessments for the role of your choice and requirement.
7.Evaluate Problem-Solving and Adaptability
Assess how candidates handle changes in campaign performance and adapt their strategies to meet evolving market conditions and business objectives. Discuss hypothetical scenarios to understand their problem-solving approach and flexibility.
8.Check References
Reach out to previous employers or clients to verify the candidate’s track record, reliability, and effectiveness in managing PPC campaigns. This step can provide valuable insights into their professional capabilities and impact.
9.. Make a Competitive Offer
Once you’ve identified the right candidate, extend an offer that reflects the value they bring to your organization. Include competitive compensation, benefits, and opportunities for career progression.
10.. Ensure a Smooth Onboarding Process
Implement a comprehensive onboarding process that acquaints the new PPC Executive with your team, current campaigns, and the specific tools and strategies your company employs. Proper onboarding is essential for enabling them to contribute effectively and quickly.
To read the full article, visit
https://www.hirequotient.com/how-to-hire/ppc-executive
A six step approach to creating and updating and using a personal marketing plan for individuals in career transition. This document is to be used during one on one networking to brand yourself and to gain contacts at your defined "Target companies".
Brochure digital marketing learning path board-infinity (1)NirupamNishant2
Board Infinity is a best digital marketing and data science institute in mumbai, which is a full-stack career platform for students and jobseekers enabled by personalised learning paths,career coaches and access to various job oppurtunities. We provide online and offline training in Data Science, Digital Marketing, Full stack Web Development,Product management< machine learning and Atrificial Intelligence,Online career counselling and other career solutions
Portfolio of digital marketing projects related to content creation, social media marketing, social media advertising, email marketing, and marketing analytics.
Betting Industry Guide: How to Structure Your Marketing TeamThe Unit
How to structure your marketing team in the betting sector to avoid conflicts of interests and bottlenecks. Guide to how to optimise your team's structure to achieve your goals.
Our Shopper Marketing Playbook is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a shopper marketing strategy that increases sales, builds shopper insights, and grows brand awareness.
How search engine marketing works ?
Importance of search engine marketing work for Business.
Check out this presentation,To know this in more details how search engine marketing works ?
Learning Catalyst Provide Professional Training in Digital Marketing in India.To know about more subscribe above mention link : http://bit.ly/1DdRqDA
Digital Marketing Interview Questions - For FreshersDigi Futech
In today's digital age, where online presence and brand visibility are crucial for business success, digital marketing plays a pivotal role. It encompasses a wide range of strategies and techniques aimed at reaching a target audience, increasing brand awareness, driving website traffic, and generating leads. For freshers looking to embark on a career in digital marketing, it is essential to be well-prepared for interviews that assess their knowledge, skills, and potential contributions to an organization's marketing efforts. Digital marketing is a dynamic and ever-evolving field that offers exciting career opportunities for freshers.
ProvenMentor, digital marketing brochure (created by the Digital Marketing Institute) to display the "Professional Diploma in Digital Marketing" Syllabus content.
This digital marketing qualification has been developed in conjunction with the Digital Marketing Institutes's Syllabus Advisory council. This comprises of: Facebook, Twitter, Microsoft, LinkedIn, Google, PayPal, McCann Blue, Ogilvy & Mather and RMG
The diploma contains 10 modules:
1. Introduction to Digital Marketing
2. Search Engine Marketing (SEO)
3. Search Engine Marketing (PPC)
4. Email Marketing
5. Digital Display Advertising
6. Social Media Marketing (Part 1)
7. Social Media Marketing (Part 2)
8. Mobile Marketing
9. Analytics
10. Strategy & Planning
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.
How to make successful Digital Marketing Proposal for Clients Dhiraj Rathod
The digital marketing proposal helps you to tick off every mark of the checklist for a great proposal. The proposal includes all the aspects that your clients will love. The presentation contains all the data analysis and audience market research method.
The presentation will help you to make a strong impact on the client.
Marketing automation is a software/technology that streamlines, automates, and measures marketing tasks and workflows so that companies can increase their operational efficiency and grow revenue faster. In other words, companies don’t employ marketing automation to automate their marketing. They utilise it to increase revenue quickly, generate high-quality sales-ready leads, measure, and prove marketing Return on Investment (ROI). However, while a handful of companies achieve amazing ROI from marketing automation, others achieve modest gains, and even a few fail to get any value at all.
Similar to Lessons from 95 Years of #PPC and 4 Years of Teaching It (20)
Organizing Strategic Planning in a UniversityKahlil Corazo ★
My presentation at the 2010 Branding & Marketing Higher Education Conference in Kuala Lumpur, Malaysia. I shared my experience of organizing a university-wide strategic planning at the University of Asia and the Pacific.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
2. Kahlil Corazo
My context: I teach PPC to undergrads
GOMC 2011 Global Top 20
GOMC 2012 Asia-Pacific
Champions
*The Google Online Marketing Challenge (GOMC) is an annual
competition of undergraduate and graduate students all over
the world hosted by Google. It is a great tool for experiential
learning; to compete, teams of students plan, execute and
optimize real PPC campaigns for real businesses. In 2012,
more than 11,000 students joined the GOMC.
5. John Crestani Jeff Ferguson Rene Olano Brent Gaynor
Jason Lancaster Mannix Pabalan Pandiyarajan JP Bisson
Cell Jacela Pablo Kunert Soso Sazesh Hans Koch
95 Years of Collective PPC Experience
6. This is not a
survey.
This is tapping
into 95 years of
collective PPC
experience.
15. Gender Asked Interviewed
Conversion
Rate
Women 7 0 n/a
Men 32 12 37.5%
Hey, I tried.
This reflects the broader imbalance between men and women in PPC. For instance, in PPC Hero’s 25 most influential PPC
experts, only 4 are women. This is a similar situation across science, technology, engineering, math (STEM) fields.
24. Several mentioned
“creativity” but specific
examples are in its
overlaps with empathy
and strategy.
Copywriting and managing perceptions.
Keyword research.
25. Empathy: mentioned the most
after analytical skills.
• "understanding of human psychology"
• "understanding consumer behavior"
• "understanding motivations behind search terms"
• "marketing"
PPC and online behavior
analytics
Overlap between data analysis and empathy
26. The same way all Marines start as
riflemen, all PPC professionals start
as marketers.
Cell Jacela
27. Strategy
• How does online marketing play within
the business? How does PPC play within
its online marketing? Conversion strategy.
• Understanding the “macroeconomics” of
the platform (behavior and motivations of
its players, including the game master).
Strategy X Analytics
• Structuring accounts for testing and optimization.
• Judging what the key metric are.
• Mental habit and work procedure of hypothesis testing
(eg, A/B testing different copywriting angles, different
targeting options and different landing pages).
28. Creative
Analytical
Empathic
Strategic
• Math
• Statistics
• Data Analysis
Understanding market
segments and their
motivations and behavior
Understanding a client’s
business and the platform’s
ecosystem. Conversion
strategy.
“Alw
ays
be
Testing.”
Know
ing
w
hat the
key
m
etrics
are. Structuring
accounts
for testing
and
m
anagem
ent.
Copyw
riting, m
anaging
perceptions.
Teasing
outthe
m
eaning
from
PPC
and
online
behavioranalytics.
New
angles
in
targeting
(eg,new
keyw
ords).
30. Organized
Diligent
Meticulous
Patient
Perfectionist
Persistent
Hungry for better
performance
Careful
Thinks outside
the box
Creative
3/4 Swiss virtues + 1/4 Hippie virtues
Asian version: 3/4 Japanese + 1/4 Filipino
Political correctness disclaimer: any and all stereotypes here are used purely for explanatory purposes. This does not in any way imply agreement or non-
agreement to any of these stereotypes. Furthermore, this does not imply agreement or non-agreement to the validity of the concept of stereotypes.
Continuous
improvement
and learning
Outward looking
Problem-solver
Structured mindset
31. There are simply no tricks in search engine advertising,
display advertising and search engine optimization.
Mastering PPC requires a lot of deep understanding,
hard work, practice and time. There are simply no
shortcuts, no secrets.
Jeff Ferguson
32. PPC is one of those things that if you
just work hard enough, you will
succeed.
John Crestani
39. PPC Capability Areas Mentioned in Interviews
Creative-Empathic
Empathic
Understanding clicking behavior - observe your own behavior.
Understanding the customer - using customer personas.
Analytical-Empathic
Google Analytics basics - take the certification course and exam.
Analytical
Basic concepts in statistics - explanation.
Analytical-Strategic
Structuring and optimizing campaigns - demonstration and hands-on.
Mindset of testing - mentoring and hands-on.
Strategic
Conversion strategy - mentoring. Understanding the PPC platform
and its players - background in macroeconomics.
Creative-Strategic
Keyword research - demonstrate techniques. Creative thinking - throw
questions and scenarios.
Creative
Swiss Virtues
Technical Skills
AdWords and Google Analytics basics - take the certification course
and exam. Run a small campaign. Make mistakes in a controlled
environment. Read books. Complete a PPC questionnaire. New features -
follow industry blogs and twitter accounts. AdWords Editor, Excel -
demonstrate and hands-on.
40. PPC Capability Areas Mentioned in Interviews
Creative-Empathic
Empathic
Understanding clicking behavior - observe your own behavior.
Understanding the customer - using customer personas.
Analytical-Empathic
Google Analytics basics - take the certification course and exam.
Analytical
Basic concepts in statistics - explanation.
Analytical-Strategic
Structuring and optimizing campaigns - demonstration and hands-on.
Mindset of testing - mentoring and hands-on.
Strategic
Conversion strategy - mentoring. Understanding the PPC platform
and its players - background in macroeconomics.
Creative-Strategic
Keyword research - demonstrate techniques. Creative thinking - throw
questions and scenarios.
Creative
Swiss Virtues
Technical Skills
AdWords and Google Analytics basics - take the certification course
and exam. Run a small campaign. Make mistakes in a controlled
environment. Read books. Complete a PPC questionnaire. New features -
follow industry blogs and twitter accounts. AdWords Editor, Excel -
demonstrate and hands-on.
Only technical skills
have a lot of systematic
training.
46. 1
Design the business’
website from strategy
and not from convention
(even if you’re not in charge of web design)
Ensures that the following questions are asked and
answered:
• What is the business all about?
• Who are its customers?
• What are the steps in the funnel, from awareness
to buying to loyalty?
• What are their desires and concerns at each part
of the funnel?
• How do you address those desires and concerns
with a website? What should be its content and
their relative priority.
• What roles can online marketing play in this
funnel? What is the conversion strategy?
48. 2
Documenting the
background of the business
and its customers.
For my students, the pre-campaign
document required by Google for
entry to the competition does the job.
http://www.google.com/onlinechallenge/
discover/campaign-reports.html
49. 3
Alternatively, use the
Business Model Canvas
Figure out the role of
online marketing here.
http://www.businessmodelgeneration.com/canvas
51. 5
Or Lean Startup Machine’s
Persona Development
Canvas
http://leanstartupmachine.com/
52. 6
Or Alex Osterwalder’s Value
Proposition Canvas
The Value Proposition Canvas
Gain Creators
Describe how your products and services create customer gains.
How do they create benefits your customer expects, desires or would be surprised
by, including functional utility, social gains, positive emotions, and cost savings?
Pain Relievers
Do they…
Create savings that make your customer happy?
(e.g. in terms of time, money and effort, …)
Produce outcomes your customer expects or that go
beyond their expectations?
(e.g. better quality level, more of something, less of something, …)
Copy or outperform current solutions that delight your
customer?
(e.g. regarding specific features, performance, quality, …)
Make your customer’s job or life easier?
(e.g. flatter learning curve, usability, accessibility, more services, lower
cost of ownership, …)
Create positive social consequences that your
customer desires?
(e.g. makes them look good, produces an increase in power, status, …)
Do something customers are looking for?
(e.g. good design, guarantees, specific or more features, …)
Fulfill something customers are dreaming about?
(e.g. help big achievements, produce big reliefs, …)
Produce positive outcomes matching your customers
success and failure criteria?
(e.g. better performance, lower cost, …)
Help make adoption easier?
(e.g. lower cost, less investments, lower risk, better quality,
performance, design, …)
Rank each gain your products and services create according to its relevance to your
customer. Is it substantial or insignificant? For each gain indicate how often it occurs.
Describe how your products and services alleviate customer pains. How do they
eliminate or reduce negative emotions, undesired costs and situations, and risks
your customer experiences or could experience before, during, and after getting
the job done?
Do they…
Produce savings?
(e.g. in terms of time, money, or efforts, …)
Make your customers feel better?
(e.g. kills frustrations, annoyances, things that give them a headache, …)
Fix underperforming solutions?
(e.g. new features, better performance, better quality, …)
Put an end to difficulties and challenges your
customers encounter?
(e.g. make things easier, helping them get done, eliminate resistance, …)
Wipe out negative social consequences your
customers encounter or fear?
(e.g. loss of face, power, trust, or status, …)
Eliminate risks your customers fear?
(e.g. financial, social, technical risks, or what could go awfully wrong, …)
Help your customers better sleep at night?
(e.g. by helping with big issues, diminishing concerns, or eliminating worries, …)
Limit or eradicate common mistakes customers make?
(e.g. usage mistakes, …)
Get rid of barriers that are keeping your customer
from adopting solutions?
(e.g. lower or no upfront investment costs, flatter learning curve, less
resistance to change, …)
Rank each pain your products and services kill according to their intensity
for your customer. Is it very intense or very light?
For each pain indicate how often it occurs. Risks your customer experiences or
could experience before, during, and after getting the job done?
Products & Services
List all the products and services your value proposition is built around.
Which products and services do you offer that help your customer get either a
functional, social, or emotional job done, or help him/her satisfy basic needs?
Which ancillary products and services help your customer perform the roles of:
Buyer
(e.g. products and services that help customers compare offers,
decide, buy, take delivery of a product or service, …)
Co-creator
(e.g. products and services that help customers co-design
solutions, otherwise contribute value to the solution, …)
Transferrer
(e.g. products and services that help customers dispose of
a product, transfer it to others, or resell, …)
Products and services may either by tangible (e.g. manufactured goods, face-to-
face customer service), digital/virtual (e.g. downloads, online recommendations),
intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds,
financing services).
Rank all products and services according to their importance to your customer.
Are they crucial or trivial to your customer?
Gains
Describe the benefits your customer expects, desires or would be surprised by.
This includes functional utility, social gains, positive emotions, and cost savings.
Pains
Customer Job(s)
Describe negative emotions, undesired costs and situations, and risks that your
customer experiences or could experience before, during, and after getting the
job done.
What does your customer find too costly?
(e.g. takes a lot of time, costs too much money, requires substantial efforts, …)
What makes your customer feel bad?
(e.g. frustrations, annoyances, things that give them a headache, …)
How are current solutions underperforming for
your customer?
(e.g. lack of features, performance, malfunctioning, …)
What are the main difficulties and challenges
your customer encounters?
(e.g. understanding how things work, difficulties getting things done,
resistance, …)
What negative social consequences does your
customer encounter or fear?
(e.g. loss of face, power, trust, or status, …)
What risks does your customer fear?
(e.g. financial, social, technical risks, or what could go awfully wrong, …)
What’s keeping your customer awake at night?
(e.g. big issues, concerns, worries, …)
What common mistakes does your customer make?
(e.g. usage mistakes, …)
What barriers are keeping your customer from
adopting solutions?
(e.g. upfront investment costs, learning curve, resistance to change, …)
Describe what a specific customer segment is trying to get done. It could be the tasks
they are trying to perform and complete, the problems they are trying to solve, or the
needs they are trying to satisfy.
What functional jobs are you helping your customer get done?
(e.g. perform or complete a specific task, solve a specific problem, …)
What social jobs are you helping your customer get done?
(e.g. trying to look good, gain power or status, …)
What emotional jobs are you helping your customer get done?
(e.g. esthetics, feel good, security, …)
What basic needs are you helping your customer satisfy?
(e.g. communication, sex, …)
Besides trying to get a core job done, your customer performs ancillary jobs in differ-
ent roles. Describe the jobs your customer is trying to get done as:
Buyer (e.g. trying to look good, gain power or status, …)
Co-creator (e.g. esthetics, feel good, security, …)
Transferrer (e.g. products and services that help customers dispose
of a product, transfer it to others, or resell, …)
Rank each job according to its significance to your customer. Is it
crucial or is it trivial? For each job indicate how often it occurs.
Outline in which specific context a job
is done, because that may impose
constraints or limitations.
(e.g. while driving, outside, …)
Which savings would make your customer happy?
(e.g. in terms of time, money and effort, …)
What outcomes does your customer expect and what
would go beyond his/her expectations?
(e.g. quality level, more of something, less of something, …)
How do current solutions delight your customer?
(e.g. specific features, performance, quality, …)
What would make your customer’s job or life easier?
(e.g. flatter learning curve, more services, lower cost of ownership, …)
What positive social consequences does your
customer desire?
(e.g. makes them look good, increase in power, status, …)
What are customers looking for?
(e.g. good design, guarantees, specific or more features, …)
What do customers dream about?
(e.g. big achievements, big reliefs, …)
How does your customer measure success and failure?
(e.g. performance, cost, …)
What would increase the likelihood of adopting a solution?
(e.g. lower cost, less investments, lower risk, better quality, performance,
design, …)
Rank each gain according to its relevance to
your customer.
Is it substantial or is it insignificant?
For each gain indicate how often it occurs.
Rank each pain according to the intensity it
represents for your customer.
Is it very intense or is it very light.?
For each pain indicate how often it occurs.
On:
Iteration:
Designed by:Designed for:
Day Month Year
No.
Customer Segment
www.businessmodelgeneration.com
Use in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbH
Value Proposition
Create one for each Customer Segment in your Business Model
http://businessmodelalchemist.com/blog/2012/09/test-your-value-proposition-supercharge-lean-startup-and-custdev-principles.html
53. 7 Or simply write it down.
I found this table helpful in ensuring
that each piece of content is
aligned to a communication or
conversion goal.
54. 8 The ad targeting table
BY PRODUCT
SEARCHERS BROWSERS GEOGRAPHY DEMOGRAPHICS
Bags
* Authentic (brand of bag) bags
* Affordable (brand of bag) bags
* Buy (brand of bag) bags online
* Gift for (insert person here)
* Gift for (insert occasion here)
* Pre-loved (brand of bag)
* Pre-used (brand of bag)
* Brand new (brand of bag) bag
* Online seller of bags
* Bags on sale
* Fashion Trends
* Fashion Blogs
* Dress like (name of
endorser)
* Fashion tips
* Fashion websites (eg.
Mega Publishing)
* Fashion news
* Any point in the
Philippines
* USA
* Singapore
* Dubai
* Mothers (30 years old and
above)
* Working women (20 - 29
years old)
* Teens (16-19 years old)
Shoes
* Authentic (brand of shoes)
bags
* Affordable (brand of shoes)
bags
* Buy (brand of shoes) shoes
online
* Gift for (insert person here)
* Gift for (insert occasion here)
* Brand new (brand of shoes)
shoes
* Online sellers of shoes
* Shoes on sale
* Fashion Trends
* Fashion Blogs
* Dress like (name of
endorser)
* Fashion tips
* Fashion websites (eg.
Mega Publishing)
* Fashion news
* Any point in the
Philippines
* USA
* Singapore
* Dubai
* Mothers (30 years old and
above)
* Working women (20 - 29
years old)
* Teens (16-19 years old)
Wallets
* Authentic (brand of wallets)
wallets
* Affordable (brand of wallets)
wallets
* Buy (brand of wallets) wallets
online
* Gift for (insert person here)
* Gift for (insert occasion here)
* Brand new (brand of wallet)
wallet
* Online sellers of wallets
* Wallets on sale
* Fashion Trends
* Fashion Blogs
* Dress like (name of
endorser)
* Fashion tips
* Fashion websites (eg.
Mega Publishing)
* Fashion news
* Any point in the
Philippines
* USA
* Singapore
* Dubai
* Mothers (30 years old and
above)
* Working women (20 - 29
years old)
* Teens (16-19 years old)
For first-time keyword
researchers, it helps to
have a structure.
56. 10
Master hypothesis testing
and judging what the key
metrics are.
The Lean Startup “movement”
probably has the most developed
tools in using analytics for
hypothesis testing, and selecting
key metrics from analytics based
on business objectives.
The best marketing-specific
articulation I have encountered of
this is Scott Brinker’s Agile
Marketing talk.
http://chiefmartec.com/2013/03/agile-
marketing-for-a-world-of-constant-change/
57. Bonus: The Flipped Classroom
☺
Student
Activities
Traditional
Classroom
Flipped
Classroom
Inside the
classroom
Listen to a lecture
(theory)
Learning activities
with coaching
Outside the
classroom
Do assignments
(practice)
Video lectures
(theory) and some
practice
In case you need to train 20+ students at a time.
58. Bonus: The Flipped Classroom
☺
Teacher
Activities
Traditional
Classroom
Flipped
Classroom
Preparation
Prepare lecture
and exams
Curate content
and plan learning
activities.
Delivery
Deliver lecture and
exams
Orchestrate
learning activities
and coach.
59. Thank you! - @kcorazo
Read detailed posts about this research plus
notes from all interviews at
http://www.corazo.org/ppc-education-research.html