Digital marketing: facebook,adwords, email

transcript

Welcome

Sugeng Rawuh

Assalamualaikum wrwb

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Google Adwords

Taking over the world, one click at a time

What you’ll learn

Adwords and how the platform works

The tools available

How to build and launch your first campaign

Part 1: Intro to Adwords

What is Adwords?

How does it work?

What is Google Adwords?

It’s ads on the web

It’s how Google makes money

96% of revenue (investopedia)

Adwords offers

3 different ad products

Search Marketing

Google Display Network (GDN)

GDN: Remarketing

Product Listing Ads (PLA)

We will focus on Search Marketing

Why Adwords?

Adwords #ftw

Great platform to drive relevant traffic

Intent-driven marketing (aka: sales!)

Ideal to acquire new customers

Higher intent

Lower in the sales funnel*

Can be used for quick tests

Product idea (coming soon)

Messaging / positioning

Your ads are live within 10 minutes *next slide

About that funnel

Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg

Adwords

How does Google know which ads to show?

It’s all about relevancy.

Relevant keyword

Relevant ad

Relevant landing page

What’s a relevant keyword?

Keyword: An actual word or phrase

Search Marketing: bid on keywords

Choose relevant keywords

i.e. What would your ideal user search for on Google

Every Google search is a real-time auction

Winners get to show their ads

Ads are ranked based on the auction results

Factors affecting the auction

Max CPC (cost-per-click)

Quality Score

Keywords have match types

Exploring keyword match types

[exact match]

“phrase match”

broad match

- negative match

Example for: red jeans

[Exact] only matches: red jeans

“Phrase” matches: red jeans on sale

Broad matches: jeans on sale this weekend

Your ads should be relevant to the

keywords you picked

Source: http://www.wordstream.com/images/bad-ad-doesnt-match-intent.png

Quick ad copy tips

Use your keywords in your ad copy

They get bolded

Relevant ads tend to get higher CTR

CTR: click-through rate

Targeted keywords? Check.

Click-worthy ads? Check.

Now what?

Drive visitors to a relevant

landing page

Don’t send users to the homepage!

Have a clear CTA (call-to-action) / next step

i.e. What should the user do next?

Click on a product

Enter their email address

Quick landing page tips

Let’s look at some live examples

*interactive session

Additional resources

Keywords match types

Google ad formats

Google Display Network (GDN)

Product Listing Ads (PLA)

Remarketing

Free landing page course

Part 2: Adwords 101

Creating an account

Campaigns

Ad groups

Keywords and ads

Sign up for Adwords (optional)

You can only have 1 Adwords account per email

The adwords structure

Source: http://www.wordstream.com/adwords-campaign

Campaigns

Campaign

A campaign can have many ad groups*

Campaign options

Campaign type

Search

Display

Budget

Geo-targeting

Languages

Mobile bid adjustments *next slide

Ad groups

A campaign has many ad groups

An ad group contains keywords and ads

Use ad groups to group relevant keywords together

Campaign

Ad groups

Keywords/ ads

Keywords

They “live” inside an ad group

Each ad group has a set of ads

Ads should be relevant to the keywords

Keyword options

Match type

Max CPC (cost-per-click)

They “live” inside an ad group

They should be relevant to the keywords

You should have at least a few ad variations running

3 ads per ad group is a good start

You want to know which ad performs best

Too many ads isn’t necessarily good either

Make people want to click, don’t be scammy

Part 3: Adwords 201

Interactive Adwords session!

Let’s create an example campaign

With 2 ad groups

With 5 keywords in each ad group

With 3 ads in each ad group

Part 4: Adwords 301

Keyword

Strategy

Google keyword planner

Permutationer

Linking Adwords to Google Analytics (GA)

Enabling auto-tagging

What is Quality Score (QS)

Keyword strategy & tools

Keyword strategy

Use Google’s Keyword Planner for ideas

Create a list of related keyword “themes”

Create a list of negative keywords

Create many permutations

There’s no “right number of keywords”

Sometimes you need 100 keywords

Sometimes you need 1,000,000 keywords

Google keyword planner

Permutationer

Merge Words

Let’s create a sample keyword list

Adwords & Google Analytics

Link the two together

Don’t forget to link the two together

No, seriously. Don’t forget to link the two together

Adwords, GA and auto-tagging

Auto-tagging

Learn to love the gclid

Test your urls

Make sure they work!

GA not linked? No auto-tagging?

You’re doing it wrong!

Quality score

In-depth look at Quality score

Quality score key takeaways

Keyword quality score is ALWAYS calculated based on

the performance of the [exact] match

A “good” ad click-through-rate is relative to the

performance of other advertisers

Ad extensions

Adwords Editor

Adding negative keywords

Ad extensions

Get more ad space with ad extensions

Sitelinks

Click to call

Ratings/ reviews

Social annotations

More info here

Boost your productivity:

Adwords Editor

“Excel for Adwords”

Bulk upload

Download it here

Adwords Editor interactive demo

Modify 1 campaign

Create a new keyword

Create a new ad

Add some negative keywords

Facebook Ads

Baby pics, your friend’s engagement party

…and ads

Facebook ads and how the platform works

The tools available

How to build and launch your first campaign

What you’ll learn

Difference between Adwords and Facebook ads

Search queries v.s. audiences

Part 1: Intro to Facebook ads

Adwords v.s. Facebook Ads

Advertising on Facebook is DRASTICALLY different than

Adwords

The bad

No “search intent” (higher in the sales funnel)

Users are looking at baby pics

The good

Audience targeting

Cheaper CPCs (cost-per-clicks)

Search queries v.s.

audiences

Search queries: Constant stream Audiences: A “set” amount

The good: Audience targeting

128,000,000 U.S. users visit Facebook every day

That’s over 40% of the U.S. population [source]

Reach them immediately

You can target by users by

Interest

Education

Gender

And much more

It’s all about supply and demand

Newer channel, less saturated (v.s. Adwords)

More advertisers moving to Facebook ads

Increase in CPCs

The good: Cheaper CPCs (for now)

The bad: Limited inventory

Inventory is (somewhat) limited

Facebook already reaches a great % of the U.S.

The only way for Facebook to make more money is to

show users more ads (or charge you more)

A worst user experience

The bad: No “search intent”

Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg

Adwords

Higher up

the funnel

The bad: #SPAM

The bad: Audience saturation

Once you’ve reached X% of the audience, performance is

likely to decrease

When do you stop your campaign?

How do you expand to new audiences?

The bad: resources

Facebook fraud

A breakup letter to Facebook

Part 2: Facebook ad formats

Ad goals

Ad format

Ad specs

Ad products

Ad Goals

Used for campaign performance reports

We will focus on “clicks to website”

Ad formats

Right rail

Newsfeed

Ad specs

Right rail ads

Ad specs

Newsfeed ads (page post link ad)

Ad specs

Ad products

Wow, such ad products

Exploring ad products

List of ad products

Which ad product should I use?

Test test test

To drive “clicks to website” I like to use “page post link ad”

Optimize ad CTR (click-through-rate)

Optimize landing page CR (conversion rate)

Note: Not all leads are created equal

Not everyone will convert

Look at your entire funnel

From lead to $$$

Seriously, you really need to look at the numbers across

the entire funnel

Make sure you understand the drop off points

Find the leaks

Close them

Part 3: Facebook 101

Campaign structure and strategy

Creating your first campaign

Ad creative strategy

Campaign strategy

Each campaign should have 1 objective

e.g. “clicks to website”

Ideally, each campaign targets 1 audience

25 - 34

Interested in Tennis

Lets create a campaign

Show all audience targeting options

Separate campaigns by

Gender

Placement

Ad creative strategy

Make sure your ad is relevant to the audience

The copy should work well with the ad image

Make people want to click

Facebook cares a lot about CPM (cost per 1,000

impressions)

But be specific

“Free iPads” = no bueno

Part 4: Facebook 201

Managing ad comments

Reaching new audiences

Ad comments

Managing ad comments

Go to your Facebook page

Make sure you’re logged in as a page admin

Click “notifications”

Click “see all”

Click “RSS”

Create a Feedly and add this link

Step 1

Step 2

Step 3

Add the URL to your Feedly

Reaching new audiences

A couple ideas:

Google Analytics demo data

Custom audiences

Audience lookalike

Google Analytics (GA) demo data

More GA demo data

Custom audiences

Go to “Audiences”

Click “Create audience”

Use it for

Current customers

Engaged users (likely to convert)

Website visitors

Visited x page or product

Step 1

Step 2

Step 3

Power Editor

Audience lookalike

Mass creation of ads

Copy/ paste from Excel

Adding UTM codes

A/B Testing

To test or not to test... that is the question

What you’ll learn

Why you should run A/B tests

How to think about A/B test

How to run A/B tests

Difference between Adwords and Facebook ads

Search queries v.s. audiences

Part 1: Intro to A/B testing

What is an A/B test?

Testing 2+ variations of a page

A/B/C test

Multivariate testing

Source: https://www.optimizely.com/resources/multivariate-test-vs-ab-test

Why should I run A/B tests?

Make money / change a channel’s ROI

Source: https://www.optimizely.com/ab-testing

How to think about A/B tests...

It’s all about

the hypothesis

Don’t just change a button’s color! Have a theory supporting why you’re changing it.

A clear hypothesis helps you:

Learn something about your target audience

Test multiple variations

Understand what to test next

Example A/B test template

Document your test results.

Share them with your team.

Pro-tip: Avoid local maxima

When you have little traffic, aim for big A/B tests

e.g. Don’t just test button color, test an entire new

design

Source: http://www.90percentofeverything.com/wp-content/uploads/2011/01/locmax.gif

Generating A/B test ideas

Coffee shop testing

Go to a coffee shop, ask 10 people to achieve X task

on your site. Buy them a coffee.

Use Peek (from UserTesting.com)

It’s free. It’s awesome.

Use Amazon mechanical turk

Mechanical Turk example

Implementing your A/B tests

Set up an A/B test

Add goals

Analytics integration

Traffic allocation

Launch it

Optimizely

Viewing your test results

Chance to beat baseline

Are my test results valid?

Statistical significance calculator

Another statistical significance calculator

Test duration calculator

Another test duration calculator

Google Analytics

Tracking your every move

What you’ll learn

What is Google Analytics

How to use Google Analytics

What is Google Analytics (GA)?

A security camera...

That tracks your website visitors with JavaScript and

cookies

Pros of GA

Really easy to implement

Has tons of features

It’s free

Great for aggregate website analysis

It’s free

~10% error rate

Not so good for individual user analysis*

Has so many features it’s intimidating

Cons of GA

*next slide

User-based analytics services

Basic GA reports

Not-so-basic GA features

10-minute crash course

Traffic demographics

Attribution models

Goal funnels

It’s break time!

*not an official sponsor

Email Marketing

You’ve got mail

What you’ll learn

The importance of email marketing

Basic email marketing principles

The benefits of email marketing

You own your email list

It’s an asset

No third party can affect it

e.g. new Facebook newsfeed algorithm

It’s the best way to communicate with your users

They gave you their number! (well, email)

Think before you email

No drunk-dialing

Users gave you access to their inbox, don’t abuse it

Selling is good, providing value is better

“What’s in it for me?”

Every email is like a phone call

Basic types of email

50% of leads are qualified but not ready to buy (Hubspot)

Offer something of value first

Set clear objectives for each email

Create a timeline

Measure your results and optimize

Lead nurturing / activation emails

Deliver interesting content

Position updates so that users feel like there’s something

in it for them

“Nobody cares about you”

Newsletter/ company updates

Purchase confirmation

Email subscription confirmation

Transactional emails

Timely offers / sales

Ask for referrals

Re-engagement

Happy 1-year

“Other” emails

Before you start sending emails...

You need to

understand the

landscape