WelcomeI’m @CarlSednaoui

carlsed.com/marketing-101

Quick bio● Born in France● Grew up in Panama● Studied finance in Miami● Transitioned to marketing and learned to code in NYC

Previous experiences

Nowadays

Google AdwordsTaking 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 relevantlanding 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■ 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

Questions?

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○

Questions?

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

Questions?

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

Questions?

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

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

Questions?

It’s break time!

*not an official sponsor

*

Facebook AdsBaby 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

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

Questions?

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

○ 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

Questions?

It’s break time!

*not an official sponsor

*

A/B TestingTo 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

Questions?

How to think about A/B tests...

It’s all aboutthe 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

Questions?

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

Tools

Questions?

It’s break time!

*not an official sponsor

*

Google AnalyticsTracking 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

Questions?

Basic GA reports

Questions?

Not-so-basic GA features

10-minute crash course● Traffic demographics● Attribution models● Goal funnels

Questions?

It’s break time!

*not an official sponsor

*

Email MarketingYou’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● Etc

Transactional emails

● Timely offers / sales● Ask for referrals● Re-engagement● Happy 1-year● Etc

“Other” emails

Questions?

Before you start sending emails...

You need to understand the

landscape

Questions?

I’m @CarlSednaoui

Stay in touch!

carlsed.com/marketing-101