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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
Digital marketing: facebook,adwords, email
Google Display Network (GDN)
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, email
GDN: Remarketing
Product Listing Ads (PLA)
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, email
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
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, email
Don’t send users to the homepage!
Have a clear CTA (call-to-action) / next step
i.e. What should the user do next?
Click on a product
Enter their email address
Etc
Quick landing page tips
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
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
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)
Ads
Ads
They “live” inside an ad group
They should be relevant to the keywords
You should have at least a few ad variations running
3 ads per ad group is a good start
You want to know which ad performs best
Too many ads isn’t necessarily good either
Make people want to click, don’t be scammy
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
Tools
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
Note
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
Bonus
Ad extensions
Adwords Editor
Adding negative keywords
Ad extensions
Get more ad space with ad extensions
Sitelinks
Click to call
Ratings/ reviews
Social annotations
More info here
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, email
Boost your productivity:
Adwords Editor
Adwords Editor
“Excel for Adwords”
Bulk upload
Download it here
Adwords Editor interactive demo
Modify 1 campaign
Create a new keyword
Create a new ad
Add some negative keywords
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
Age
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
Digital marketing: facebook,adwords, email
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
Digital marketing: facebook,adwords, email
Campaign strategy
Each campaign should have 1 objective
e.g. “clicks to website”
Ideally, each campaign targets 1 audience
Male
25 - 34
U.S.
Interested in Tennis
Lets create a campaign
Show all audience targeting options
Separate campaigns by
Gender
Age
Placement
Ad creative strategy
Make sure your ad is relevant to the audience
The copy should work well with the ad image
Make 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
Bonus
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
Digital marketing: facebook,adwords, email
Implementing your A/B tests
Digital marketing: facebook,adwords, email
Set up an A/B test
Add goals
Analytics integration
Traffic allocation
Launch it
Optimizely
Viewing your test results
Digital marketing: facebook,adwords, email
Chance to beat baseline
Are my test results valid?
Statistical significance calculator
Another statistical significance calculator
Test duration calculator
Another test duration calculator
Tools
Google Analytics
Tracking your every move
What you’ll learn
What is Google Analytics
How to use Google Analytics
What is Google Analytics (GA)?
A security camera...
That tracks your website visitors with JavaScript and
cookies
Pros of GA
Free
Really easy to implement
Has tons of features
It’s free
Great for aggregate website analysis
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
Digital marketing: facebook,adwords, email
Deliver interesting content
Position updates so that users feel like there’s something
in it for them
“Nobody cares about you”
Newsletter/ company updates
Digital marketing: facebook,adwords, email
Purchase confirmation
Email subscription confirmation
Etc
Transactional emails
Digital marketing: facebook,adwords, email
Timely offers / sales
Ask for referrals
Re-engagement
Happy 1-year
Etc
“Other” emails
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, email
Digital marketing: facebook,adwords, email
Before you start sending emails...
You need to
understand the
landscape
Digital marketing: facebook,adwords, email

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