3. Digital Marketing
DIRECTIONS
You run AdWords for Bonobos. They've over ordered blazers and are offering a 15%
discount during the next 3 weeks to clear inventory. Your AdWords campaign name
is "Men's Blazer Promo".
1.Determine your AdWords objectives
2.Draft a campaign structure, including multiple Campaigns and Ad Groups
3.Research keywords for each Ad Group. Aim for 5-20 keywords per Ad Group.
4.Write at least two Ads for each Ad Group. Don’t forget to use the keywords you’ve
selected in your Ads where possible.
20 MINUTES
7. FACEBOOK VS GOOGLE ADWORDS
• Facebook and Google Adwords are the two biggest advertising platforms in the world.
• Search is known as an intent driven ad channel since people are actively looking for something when they type a query in the
Google bar.
• When someone is searching on Google they are not looking to stay on Google. They are looking for links to other websites that
can provide them with answers for their questions.
• For this reason, Google text ads are very natural on search results pages as long as the ads are relevant to user’s searches.
• Unlike search platform, visitors to Facebook are generally looking to spend time within Search is known as an intent driven ad
channel since people are actively looking for something when they type a query in the Google bar.
• When someone is searching on Google they are not looking to stay on Google. They are looking for links to other websites that
can provide them with answers for their questions.
• For this reason, Google text ads are very natural on search results pages as long as the ads are relevant to user’s searches.
10. The Five Pillars of Success
1. Objective
2. Bidding
3. Audience
4. Creative
5. Optimization
What are you trying to accomplish?
How much are you willing to pay?
What actions are the best use of your budget?
Who do you want to reach?
What experience do you want to deliver?
What did you learn?
How can you do it better next time?
11. INTRODUCTION TO FACEBOOK ADVERTISING
OPTIMIZE FOR THE SHARE
OPTIMIZE FOR THE THUMB
OPTIMIZE AFFINITY
20. Facebook Advertising
Facebook gives you the opportunity to explore Lifestyle Marketing.
Lifestyle Marketing is brand communication that focuses on the
interests, attitudes, and opinions of a group or sub-culture.
23. TARGETING EXAMPLE: HOW TO S
•
•
•
•
•
•
Facebook Advertising
Radio Control Airplanes
Gadgets
Technology Early Adopter
Income greater than $200k
Suburban/Rural Area
Skews male
Age groups: 13-18, 19-23, 24-29, 30-45, 46+
24. Facebook Advertising
‣ Women
‣ age 22-40
‣ college educated
‣ interested in Nike
‣ interested in running
‣ makes online purchases
‣ Buys women’s mid-ticket apparel and accessories
‣ Outdoor Enthusiast
‣ Asian American
‣ iOS users
‣Watches Health TV Shows
33. Facebook Advertising
We run a travel business that wants to sell an upcoming trip to London to young
singles.
Our business is headquartered in NYC but we have trips leaving from San Francisco,
Seattle, and Austin, TX as well.
The vacation package is not cheap so not everyone can necessarily afford it.
Based on these criteria try to come up with a Potential Reach of 50,000
Facebook users.
Remember, in order to get close to the goal you can make your own changes and
assumptions BUT ultimately the audience profile should closely match people
who would possibly be interested in taking this trip.
34. Facebook Advertising
We run a travel business that wants to sell an upcoming trip to London to young
singles.
Our business is headquartered in NYC but we have trips leaving from San Francisco,
Seattle, and Austin, TX as well.
The vacation package is not cheap so not everyone can necessarily afford it.
Based on these criteria try to come up with a Potential Reach of 30,000
Facebook users.
Remember, in order to get close to the goal you can make your own changes and
assumptions BUT ultimately the audience profile should closely match people
who would possibly be interested in taking this trip.
DEBRIEF
37. Facebook Advertising
‣Upload a Data File: Upload a file that includes a list of emails, phone numbers, or
Facebook user IDs.
‣Link to ESP: Instead of uploading emails in a file you can directly link your Mailchimp
account to Facebook.
‣Embed Code in Your App: Add code in the SDK of your app and then you can categorize
users into an audience based on their in-app activities (eg – purchasers in one audience,
abandoners in another, etc.)
‣Add Code to Your Website: This is a traditional remarketing audience. Add code to your
website and whenever someone visits (from anywhere) they automatically receive a
cookie. When that user then logs into Facebook you can now target them with ads.
46. NEWSFEED ADS PERFORM BEST
News Feed ads perform better than
right rail ads.
Newsfeed Ad Clickthrough Rate Improvement vs. Right
Hand Side Ads
Mobile News Feed
Desktop News Feed
0% 7% 14% 21% 28%
Of course, cost is a consideration here. Lower clickthrough rates, but lower cost per click too.
So test for yourself.
47. AD ELEMENTS FOR MANIPULATION
On Facebook, advertisers can test
and edit:
Targeting
Type + Placement
Ad Content
54. FACEBOOK AD CONTENT
Image Tips
Be eye-catching and relevant.
Consider your audience.
Colorful, attractive, easy to see.
Consider the composition of the photo – the
key thing shouldn’t be in the background.
Make sure the image and text relate and
make sense together.
You can also add more text to the ad itself.
Although Facebook enforces that no more
than 20% of the image can be text.
55. GOOGLE URL BUILDER
If you’re driving to an external website, make sure you tag URLs with Google URL Builder to see
site usage metrics from your ads.
You can bit.ly these links after they’ve been tagged to keep them short.
62. EXERCISE
ACTIVITY: CREATE A CONVERSION OPTIMIZATION CAMPAIGN
A conversion optimization campaign
DELIVERABLE
DIRECTIONS
20 minutes Using the Power Editor…
‣ Create a New Campaign, buying type Auction, objective Website
Conversions.
‣ Create an Ad Set with appropriate target, and a new Ad to drive some
conversion from your website. In your Ad Set, pick the conversion you
wish to optimize for.
‣ Make sure the landing Page for your Ad makes sense given your
Conversion Objective
ACTIVITY
63. EXERCISE
ACTIVITY: CREATE A CONVERSION OPTIMIZATION CAMPAIGN
A conversion optimization campaign
DELIVERABLE
DIRECTIONS
15 minutes Using your final project company…
‣ Create a New Campaign with the Objective as Traffic
‣ Create an Ad Set with appropriate targeting, 1 A/B test (aka 2 ads)
‣ Make sure the landing Page and UTM codes for your Ad
