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About Me
- Past
- SEO 2003 to Present
- Affiliate Marketing 2002 - Present
- SEM / Ads – 2003 to Present
- Current
- Jenga Digital LLC 2013 - Present
- Personal
- Born in Kenya
- Chattanooga based
Connecting YOU with the right customers. About Me Past SEO 2003 - - PowerPoint PPT Presentation
Connecting YOU with the right customers. About Me Past SEO 2003 - - PowerPoint PPT Presentation
| 2018 Connecting YOU with the right customers. About Me Past SEO 2003 to Present Affiliate Marketing 2002 - Present SEM / Ads 2003 to Present Current Jenga Digital LLC 2013 - Present Personal Born in
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Ooops!
SLIDE 4
Agenda
- Fundamentals
- Path to purchase
- Campaign Strategy
- Quality Score
- Extreme Adwords
- Automation
- UX + Optimization
- Optimization & Testing
- Q & A
SLIDE 5
Fundamentals
SLIDE 6
Fundamentals – Path to purchase
- Know your customers
- B2C
- Understand the features that convert
- Read lots of reviews
- B2B
- Leverage events physical and virtual events
- Provide all necessary industry insights
Search Reviews Comparison Purchase Research Contact Comparison Contract
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Fundamentals – Campaign Strategy
Search network – “Core i7 laptop” Display network – “ i7 Laptop reviews” Display network – [Remarket] Discount Shopping Ad - ”Core i7 Free shipping”
Search Reviews Comparison Purchase
Research Contact Comparison Contract
Display Ads – “Best CMS system” Search network – “Drupal Agencies” Display network – [ Remarket ] Case study Display network – [ Remarket ] Awards
| 2018
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B2B - Bonus
Creative Theme #1 Creative Theme #2 Branding Campaign
Bounce rate Conversion rate Quality Bounce rate Conversion rate Quality Impressions Reach Bounce Rate
Sales Goals? Branding Goals?
Increase Budget New Themes / Test Cases Yes No KPIs Campaign Types
| 2018
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Fundamentals – Quality Score
- What is it?
- Origin - “The bad guys did this to us”
- How it works – It’s basically SEO for ads
- Why it’s important - $$$$$$$$$$$$$$$$
| 2018
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Extreme Adwords
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Extreme Adwords – Campaign Strategy (cont’d)
| 2018
Automation
- Adwords APIs
- Automated campaigns
- Automated ads Search & Display
- Ad extensions [Store hours, specials …etc]
- Google Shopping + Adwords + Drupal … hmm
- Bidding Strategies + Optimizations
- Yes, you can write scripts to automate your bids
- Control your CPA
- Adjust for volume and corporate goals
https://developers.google.com/adwords/api/docs/guides/start
Google: “Me Loves Structured Data” Drupal : “ Marry me!”
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Campaign Setup – Campaign Strategy (cont’d)
| 2018
Disclaimer!
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UX + Optimizing Ads
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| 2018
UX + Optimization – Customer journey
Ad Click Page view
Call To Action
Buy In
Return
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| 2018
UX + Optimization – Customer journey
Ad Click Page view
Call To Action
Buy In
Return
- Key Performance Indicators (KPIs)
- Impressions
- Click Through Rate (CTR)
- Testing
- Ad text
- Banner images / theme
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| 2018
UX + Optimization – Customer journey
Ad Click Page view
Call To Action
Buy In
Return
- KPIs
- Bounce rate
- Heat map (advanced)
- Testing
- Headline
- Ad continuity
- Sales Content (Length, Language)
- Call To Action placement
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| 2018
UX + Optimization – Customer journey
Ad Click Page view
Call To Action
Buy In
Return
- Key Performance Indicators (KPIs)
- Click to cart
- Form input
- Testing
- Button text
- Product pricing
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| 2018
UX + Optimization – Customer journey
Ad Click Page view
Call To Action
Buy In
Return
- Key Performance Indicators (KPIs)
- Purchase / Form submit
- Form input
- Testing
- Discount effectiveness
- Upselling (People also purchased…)
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| 2018
UX + Optimization – Customer journey
Ad Click Page view
Call To Action
Buy In
Return
- Key Performance Indicators (KPIs)
- Return %
- Testing
- Product
- Customer service
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