This document provides an introduction to Google Adwords and Facebook advertising. It discusses the key differences between search advertising on Adwords versus audience-based advertising on Facebook. It covers the basic structures and strategies for setting up Adwords and Facebook ad campaigns, including how to build campaigns, target keywords and audiences, create ads, and set goals and measurements. It emphasizes testing and optimization, and provides tips for audience targeting, landing pages, and measuring success across the customer journey.
19. 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
20. About that funnel
Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg
Adwords
21. How does Google know which ads to show?
It’s all about relevancy.
Relevant keyword
Relevant ad
Relevant landing page
24. 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
26. 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
36. 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
37. Let’s look at some live examples
*interactive session
*
38. Additional resources
Keywords match types
Google ad formats
Google Display Network (GDN)
Product Listing Ads (PLA)
Remarketing
Free landing page course
39. Part 2: Adwords 101
Creating an account
Campaigns
Ad groups
Keywords and ads
40. Sign up for Adwords (optional)
You can only have 1 Adwords account per email
44. Campaign
A campaign can have many ad groups*
Campaign options
Campaign type
Search
Display
Budget
Geo-targeting
Languages
Mobile bid adjustments*next slide
49. 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)
51. 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
52. 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
53. 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)
55. 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
63. 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
75. 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)
77. 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
78. 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)
79. 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
81. The bad: No “search intent”
Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg
Adwords
Higher up
the funnel
83. 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?
97. 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)
98. 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
99. Part 3: Facebook 101
Campaign structure and strategy
Creating your first campaign
Ad creative strategy
101. 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
102. Lets create a campaign
Show all audience targeting options
Separate campaigns by
Gender
Age
Placement
103. 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
104. Part 4: Facebook 201
Managing ad comments
Reaching new audiences
106. 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
115. 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
135. 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
136. 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
158. What you’ll learn
The importance of email marketing
Basic email marketing principles
159. 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)
160. 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
162. 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
164. Deliver interesting content
Position updates so that users feel like there’s something
in it for them
“Nobody cares about you”
Newsletter/ company updates