Three Key Paid Marketing Tools
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Three Key Paid Marketing Tools
- 1. PROPRIETARY & CONFIDENTIAL Three Essential Paid Marketing Tools Cyrus Sussman - August 2017 @1776
- 2. 2PROPRIETARY & CONFIDENTIAL Agenda Personal Intro Who is this guy? Remarketing Nurturing leads throughout the funnel Facebook Ads Manager Best practices in reaching new audiences on Facebook Keyword Planner Using the Keyword Planner to understand your audience
- 4. 4PROPRIETARY & CONFIDENTIAL • Digital Marketing for 1776 •CRM/pipeline, email, SEO, paid media, analytics, and startup mentor •Uber •Growth marketing - local market team bridge •Reingold •Advertising, analytics and SEO for government/nonprofit clients My Background
- 5. Remarketing
- 6. 6PROPRIETARY & CONFIDENTIAL • Users rarely take a desired action after only one visit to your website •Previous website visitors are your most valuable/likely to engage audience •It’s cheap! Why Remarketing?
- 7. 7PROPRIETARY & CONFIDENTIAL • Many different remarketing vendors: •Facebook •AdRoll •Google Adwords •LinkedIn and more •Create pixel of choice and place the snippet of code on every page of your website Setting up Remarketing
- 8. 8PROPRIETARY & CONFIDENTIAL • Segment the audience and target messages •i.e. advertise your newsletter to people who have visited the newsletter page but aren’t on your list • Don’t set and forget! •Rotate creative to keep things fresh. The same ad can peeve users after a couple weeks •Configure Conversions •Flags users who visit highly valuable pages Remarketing Best Practices
- 10. 10PROPRIETARY & CONFIDENTIAL • Boost top performing social posts •When a post gets higher than average reach, that’s the right time! •Try multiple audiences to see which engages best Getting Started
- 11. 11PROPRIETARY & CONFIDENTIAL More Advanced Facebook Ads • Ideal Creative - Less is more! •Don’t sell your product in the ad - entice users to learn more •People don’t like ads that look like ads •Guidelines •Headline <25 characters, text <90 characters, widescreen image
- 12. Keyword Planner
- 13. 13PROPRIETARY & CONFIDENTIAL Google Keyword Planner • Create Google AdWords account if you don’t already have one • Gives you a proxy for your most engaged audience - Target Market •People who search on Google for something are in their moment of need
- 14. 14PROPRIETARY & CONFIDENTIAL Q & A Cyrus Sussman Digital Marketing Manager @CyrusSussman cyrus@1776.vc