The slides for this course: http://class.clickminded.com/course/clickminded-sem-training/

1. Welcome
I’m @CarlSednaoui
carlsed.com/marketing-101

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

3. Previous experiences

4. Nowadays

5. Google Adwords
Taking over the world, one click at a time

6. What you’ll learn
● Adwords and how the platform works
● The tools available
● How to build and launch your first campaign

7. Part 1: Intro to Adwords
● What is Adwords?
● How does it work?

8. What is Google Adwords?
● It’s ads on the web
● It’s how Google makes money
○ 96% of revenue (investopedia)

9. Adwords offers
3 different ad products

10. Search Marketing

12. Google Display Network (GDN)

16. GDN: Remarketing

17. Product Listing Ads (PLA)

20. We will focus on Search Marketing

21. Why Adwords?

22. 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

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

24. How does Google know which ads to show?
It’s all about relevancy.
● Relevant keyword
● Relevant ad
● Relevant landing page

25. What’s a relevant keyword?

26. Keyword: An actual word or phrase

27. 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

28. Keywords have match types

29. 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

30. Your ads should be relevant to the
keywords you picked

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

32. 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

33. Targeted keywords? Check.
Click-worthy ads? Check.
Now what?

34. Drive visitors to a relevant
landing page

39. ● 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

40. Let’s look at some live examples
*interactive session
*

41. Additional resources
● Keywords match types
● Google ad formats
● Google Display Network (GDN)
● Product Listing Ads (PLA)
● Remarketing
● Free landing page course

42. Questions?

43. Part 2: Adwords 101
● Creating an account
● Campaigns
● Ad groups
○ Keywords and ads

44. Sign up for Adwords (optional)
● You can only have 1 Adwords account per email

45. The adwords structure

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

47. Campaigns

48. Campaign
● A campaign can have many ad groups*
● Campaign options
○ Campaign type
■ Search
■ Display
○ Budget
○ Geo-targeting
○ Languages
○ Mobile bid adjustments
*next slide

49. Ad groups

50. Ad groups
● A campaign has many ad groups
● An ad group contains keywords and ads
● Use ad groups to group relevant keywords together

51. Campaign
Ad groups
Keywords/ ads

52. Keywords

53. 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)

54. Ads

55. 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
○

56. Questions?

57. 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

58. Questions?

59. 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)

60. Keyword strategy & tools

61. 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

62. ● Google keyword planner
● Permutationer
● Merge Words
Let’s create a sample keyword list

63. 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

64. Adwords, GA and auto-tagging

65. Auto-tagging
● Learn to love the gclid
● Test your urls
○ Make sure they work!

66. GA not linked? No auto-tagging?
You’re doing it wrong!

67. Quality score

68. In-depth look at Quality score

69. 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

70. Questions?

71. Bonus
● Ad extensions
● Adwords Editor
● Adding negative keywords

72. Ad extensions

73. Get more ad space with ad extensions
● Sitelinks
● Click to call
● Ratings/ reviews
● Social annotations
● More info here

76. Boost your productivity:
Adwords Editor

77. Adwords Editor
● “Excel for Adwords”
● Bulk upload
● Download it here

78. Adwords Editor interactive demo
● Modify 1 campaign
● Create a new keyword
● Create a new ad
● Add some negative keywords

79. Questions?

80. It’s break time!
*not an official sponsor
*

81. Facebook Ads
Baby pics, your friend’s engagement party
…and ads

82. ● Facebook ads and how the platform works
● The tools available
● How to build and launch your first campaign
What you’ll learn

83. ● Difference between Adwords and Facebook ads
● Search queries v.s. audiences
Part 1: Intro to Facebook ads

84. 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)

85. Search queries v.s. audiences
Search queries: Constant stream Audiences: A “set” amount

86. 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

87. ● 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)

88. 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

90. The bad: No “search intent”
Source: http://1.bp.blogspot.com/-VZ7uqcZHRXg/UAv9Qy3EUZI/AAAAAAAADKY/nAgU1hrzzm4/s1600/mkt+funnel.jpg
Adwords
Higher up
the funnel

91. The bad: #SPAM

92. 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?

93. The bad: resources
● Facebook fraud
● A breakup letter to Facebook

94. Questions?

95. Part 2: Facebook ad formats
● Ad goals
● Ad format
● Ad specs
● Ad products

96. Ad Goals
● Used for campaign performance reports

97. We will focus on “clicks to website”

98. Ad formats

99. Right rail

100. Newsfeed

101. Ad specs

102. Right rail ads
● Ad specs

103. Newsfeed ads (page post link ad)
● Ad specs

104. Ad products

105. Wow, such ad products

106. Exploring ad products
● List of ad products

107. 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)

108. 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

109. Part 3: Facebook 101
● Campaign structure and strategy
● Creating your first campaign
● Ad creative strategy

111. 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

112. Lets create a campaign
● Show all audience targeting options
● Separate campaigns by
○ Gender
○ Age
○ Placement

113. 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

114. Part 4: Facebook 201
● Managing ad comments
● Reaching new audiences

115. Ad comments

116. 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

117. Step 1

118. Step 2

119. Step 3

120. Add the URL to your Feedly

121. Reaching new audiences

122. A couple ideas:
● Google Analytics demo data
● Custom audiences
● Audience lookalike

123. Google Analytics (GA) demo data

124. More GA demo data

125. 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

126. Step 1

127. Step 2

128. Step 3

129. Bonus
● Power Editor
○ Audience lookalike
○ Mass creation of ads
○ Copy/ paste from Excel
○ Adding UTM codes

130. Questions?

131. It’s break time!
*not an official sponsor
*

132. A/B Testing
To test or not to test... that is the question

133. What you’ll learn
● Why you should run A/B tests
● How to think about A/B test
● How to run A/B tests

134. ● Difference between Adwords and Facebook ads
● Search queries v.s. audiences
Part 1: Intro to A/B testing

135. What is an A/B test?

136. Testing 2+ variations of a page

137. A/B/C test

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

139. Why should I run A/B tests?

140. Make money / change a channel’s ROI
Source: https://www.optimizely.com/ab-testing

141. Questions?

142. How to think about A/B tests...

143. It’s all about
the hypothesis

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

145. A clear hypothesis helps you:
● Learn something about your target audience
● Test multiple variations
● Understand what to test next

146. Example A/B test template

147. Document your test results.
Share them with your team.

148. 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

149. 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

150. Mechanical Turk example

152. Implementing your A/B tests

154. ● Set up an A/B test
○ Add goals
○ Analytics integration
○ Traffic allocation
○ Launch it
Optimizely

155. Questions?

156. Viewing your test results

158. Chance to beat baseline
Are my test results valid?

159. ● Statistical significance calculator
● Another statistical significance calculator
● Test duration calculator
● Another test duration calculator
Tools

160. Questions?

161. It’s break time!
*not an official sponsor
*

162. Google Analytics
Tracking your every move

163. What you’ll learn
● What is Google Analytics
● How to use Google Analytics

164. What is Google Analytics (GA)?

165. A security camera...
● That tracks your website visitors with JavaScript and
cookies

166. Pros of GA
● Free
● Really easy to implement
● Has tons of features
● It’s free
● Great for aggregate website analysis
● It’s free

167. ● ~10% error rate
● Not so good for individual user analysis*
● Has so many features it’s intimidating
Cons of GA
*next slide

168. User-based analytics services

169. Questions?

170. Basic GA reports

171. Questions?

172. Not-so-basic GA features

173. 10-minute crash course
● Traffic demographics
● Attribution models
● Goal funnels

174. Questions?

175. It’s break time!
*not an official sponsor
*

176. Email Marketing
You’ve got mail

177. What you’ll learn
● The importance of email marketing
● Basic email marketing principles

178. 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)

179. ● 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

180. Basic types of email

181. ● 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

183. ● Deliver interesting content
● Position updates so that users feel like there’s
something in it for them
○ “Nobody cares about you”
Newsletter/ company updates

185. ● Purchase confirmation
● Email subscription confirmation
● Etc
Transactional emails

187. ● Timely offers / sales
● Ask for referrals
● Re-engagement
● Happy 1-year
● Etc
“Other” emails

192. Questions?

193. Before you start sending emails...

194. You need to
understand the
landscape

196. Questions?

197. I’m @CarlSednaoui
Stay in touch!
carlsed.com/marketing-101