AMA Conference Bootcamp 2020

2020 DIGITAL
BOOTCAMP
NEW ORLEANS
ANDREW GARBERSON

Proprietary & Confidential
2
1 Earned 2 Owned 3Paid
Public Relations (Articles)
Social Media (Mentions)
Testimonials (Reviews)
Email List (Newsletter)
Social Media (Twitter)
Blog (Articles)
SEM Ads (Bing Ads)
Social Ads (Pinterest)
Native Ads (Promoted)
Good exam
question!
CHANNELS

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VISITS
LEADS
CUSTOMERS

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TOP OF THE FUNNEL
Goal: Drive awareness.
Metrics: Website visits, blog
subscribers
Activities:
- Blog
- Social Media
- Email
- SEO
- Paid Advertising

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MIDDLE OF THE FUNNEL
Goal: Convert awareness to interest.
Metrics: Leads, visit-to-lead
conversion rate
Activities:
- Landing pages
- Website optimization
- Email nurturing
- Retargeting

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BOTTOM OF THE FUNNEL
Goal: Convert interest to purchase.
Metrics: Customers, lead-to-
customer conversion rate, LTV
Activities:
- Email nurturing
- Retargeting
- Product marketing
- Sales

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• Marketing Basics
• Audience Design
• Analytics
• Search Engine Marketing (SEM)
• Search Engine Optimization (SEO)
• Conversion Optimization
AGENDA

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LAST CALL
3.9 HOURS
REMAINING

11
MARKETING YOURSELF

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MARKETING YOURSELF

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MARKETING YOURSELF

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MARKETING YOURSELF
help people use digital media to transform the way that
businesses interact with their customers
by working with new marketers at Chatham and
ambitious CMOs at Bounteous
GOAL:
WHY/HOW:

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MARKETING YOURSELF
1. Be engaging
2. Be one thing to everyone
3. Say it in (about) one breath

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help people use digital media to transform the way that
businesses interact with their customers
by working with new marketers at Chatham and
ambitious CMOs at Bounteous
GOAL:
WHY/HOW:
MARKETING YOURSELF

17
WHAT IS BOUNTEOUS?
Go to NolaJazzMuseum.org

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WHAT DOES THE JAZZ MUSEUM OFFER?
MUSEUM EVENTS

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WHAT IS BOUNTEOUS?
Who are its audiences or customers?

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BOUNTEOUS.COM
AUDIENCE 1 GOAL 1
AUDIENCE 2 GOAL 2
AUDIENCE 1 GOAL 1
AUDIENCE 2 GOAL 2
Goal = desired website action (ex: register)
MUSEUM EVENTS
KPI 1
KPI 2
KPI 1
KPI 2

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$
1
2 3

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Macro / Micro
$
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2 3
Micro or
Secondary
Conversion
Macro or
Primary
Conversion

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MEASUREMENT PLAN
Go to Store.Google.com

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MEASUREMENT PLAN
“Make a copy”
bit.ly/ama-boot-guidebit.ly/ama-boot-plan

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MEASUREMENT PLAN
Who are the audiences? What are Google’s goals or KPIs?

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Google Store Visitors
Want: Google Computers
Want: Google
Home
Have: Google Computers

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Google Store Visitors
Want: Business Products
Want: Google
Home
Want: Game Products

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Analytics vs Data Visualization

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Analytics vs Data Visualization

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Google Analytics

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Audience Acquisition Behavior
Standard Google Analytics Reports

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Getting Access to Google Store
1. Go to: bit.ly/ga-store
1. Click “ACCESS DEMO ACCOUNT”
1. Sign into Google account

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Remember Dates

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Remember Filters

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Scavenger Hunt
1. How many sessions from United Kingdom?
2. What percent of sessions come from Pixel phones?
3. What is the bounce rate on tablet devices?
4. Which (default) channel creates the most sessions?
5. What is the fourth most popular landing page?
6. What is the most common affinity audience?

•Pay-Per-Click (PPC)
•Cost-Per-Click (CPC)
•Click-Through Rate (CTR)
•Cost-Per-Acquisition (CPA)
Introduction
Common Terms

• Introduction
How Does PPC Work?

Higher quality ads lead to lower costs and better ad positions.
• Introduction
How Does Quality Affect Ads?
Keyword
URLAd
+ = WIN!

Account Navigation & Organization

Google Ads 101
• Account Nav.
Account Structure
Account
Billing
User
permissions
Time zone &
currency
Notifications
Campaigns
Budget
Bidding strategy
Targeting
Ad serving
options
Ad Groups
Default bid
Thematic
organization
Keywords & Ads
Target search
intent
Serve relevant
message

Google Ads 101
Account Structure
Campaign Ad Group Keywords Ad Copy
Coffee
Decaf Coffee
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Keyword
• Words or phrases that represent your product, good, or service.
• Keywords are the foundation of a Search campaign.
Search Query
• The word or phrase that a user types into the search engine.
Google Ads 101
Keywords & Search Queries

Google Ads 101
How Does It Work?
User types search query into Google
Search query triggers targeted keyword
Ad serves

The keyword matching options
determine how closely the
search query must match the
keyword.
There are 4 match type options.
Google Ads 101
Keyword Match Types
Modified Broad
Broad
Phrase
Exact
Max
Min
Reach

Keyword closely matches the search intent. Match type
signified by absence of symbols.
Example: personal injury lawyer
Google Ads 101
Keyword Match Type: Broad
Search Query Ad Shown?
personal injury lawyer Yes
lawyer personal injury Yes
criminal defense lawyer Yes
affordable attorneys in boston Yes

All required words appear in the search query. Plus sign
before all required words.
Example: +personal +injury +lawyer
Google Ads 101
Keyword Match Type: Modified Broad
find lawyer in boston personal injury Yes
hire personal injury attorney No

Words without plus signs matched as if regular broad match.
Example: +personal +injury lawyer
Google Ads 101
Keyword Match Type: Modified Broad
find lawyer in boston personal injury Yes
hire personal injury attorney Yes

Query contains keyword phrase. Text may appear before
or after phrase. Use quotation marks.
Example: “personal injury lawyer”
Google Ads 101
Keyword Match Type: Phrase
lawyer personal injury No
find personal injury lawyer in boston Yes

Query exactly matches or is a slight variation of the
keyword. Signified with square bracket.
Example: [personal injury lawyer]
Google Ads 101
Keyword Match Type: Exact
lawyer personal injury Yes*
find personal injury lawyer in boston No

Broad: matches to broadly related words.
+Broad +Modified: words with + must be in query.
“Phrase”: the phrase in “” must be in the query in the exact
order; words may appear before or after.
[Exact]: query must match keyword exactly or be a slight
variation.
Google Ads 101
Match Type Recap

Negative keywords will suppress irrelevant queries:
• Improve account performance
• Set at campaign or ad group level
• Impacts campaign budgets
• Add match type: broad, “phrase”, or [exact]
Google Ads 101
Negative Keywords

• Let’s try an example.
• We are a bike shop. We sell bikes. Only bikes, no accessories.
Google Ads 101
Negatives Keywords

What are my negative keywords?
Google Ads 101
Negative Keywords
Repair
Shop
Helmet Race Dirt Bike
We do not sell
accessories.
Suppress all bike
helmet queries.
We do not repair
bikes. Suppress
these queries
We do not want to
serve ads to users
looking for a bike
race.
We do not sell dirt
bikes.

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What is SEO?
$ $
Free*

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What is SEO?
SEM SEO

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Pros & Cons of SEO
Pros Cons
It Pays Dividends Results Take Time
Free Traffic No Guarantees
Quality Traffic Algorithm Black Box
Volume Constant Change

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What is SEO?
On-Page
Titles
Descriptions
Headers
Images
HTML Structure
Technical
Crawlability
Duplicate Content
URL Structure
Page Speed &
Mobile UX
Off-Page
Link Quality
Link Quantity
Anchor Text
Domain Authority
Engagement
Context
Targeting Intent
Keyword Research

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To organize the world’s information and make it
universally accessible and useful
Google’s Mission

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The Challenge
170 million+
websites
4.8 Billion+
individual pages

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How SEO Works
New Content Content
Home Page
Link
Google Bot

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How SEO Works
Links ContentUX

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SEO Content Factors
Page Title
Description
Copy
H1
Img File
Name
Img Alt
Text
URL

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Title
Page Title

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Title
Best Practices
• One title tag per page
• Recommended length: 55 characters
• Include targeted keywords
• Reflect keywords used in page’s body text
• Include site branding at the end if space is
available
• Use “Title Casing Like This”
• Use natural language (for people)
<body>
<h1>Chocolate Donuts from Mary's Bakery</h1>
<img scr=“chocolate-donuts.jpg” alt=“chocolate
donuts” />
<h2></h2>
<h3></h3>
</body>
Major parts of an HTML page
<head>
<title>Chocolate Donuts | Mary's Bakery</title>
<meta name=“description” content=“Mary's Bakery
chocolate donuts are possibly the most delicious,
perfectly formed, flawlessly chocolatey donuts ever
made.” />
</head>

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Try This!

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Meta Description
Meta
Description

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Meta Description
• Provides concise explanation of page’s content
• Placed within <head> tag
• Not a ranking factor, but if written well, can
increase your click-through rate!
<head>
<title>Chocolate Donuts | Mary's Bakery</title>
<meta name=“description” content=“Mary's Bakery
chocolate donuts are possibly the most delicious,
perfectly formed, flawlessly chocolatey donuts ever
made.” />
</head>

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Watch This!

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Now This

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bit.ly/nola-jazz
bit.ly/jazz-keywords

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Experiment Setup
TESTING
A/B Test
Tests two or more variants of a page, also called an A/B/N test. This is
the most common of the experiments.
DEFINITION

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Google Optimize Workshop
Experiment Setup
A/B TESTS
50% Traffic50% Traffic

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Experiment Setup
A/B TESTS
33% Traffic33% Traffic 33% Traffic

82Google Optimize Workshop
Test Objectives
LET’S SET EXPECTATIONS
??

Test Objectives
LET’S SET EXPECTATIONS
The Car-Buying Process: One Consumer's 900+ Digital Interactions

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When we talk about Conversion Rate
Optimization, think about the small
conversions that lead up to the larger
conversion.
“I have the mentality of a rock climber…I
focus on what I can control. The three feet
around me.”
Test Objectives
CHOOSING OBJECTIVES

Test Objectives
CHOOSING THE RIGHT OBJECTIVE
$
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2 3
Micro Conversion Macro Conversion

8686
AUDITING SITES

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(1) Category Grade
• Strong – 3 Points
• Moderate – 2 Points
• Weak – 1 Point
(2) Steps to Improve
- Things to Add
- Things to Remove
Auditing
AUDIT PROCESS

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(1) Category Grade
§ Strong – 3 Points
§ Moderate – 2 Points
§ Weak – 1 Point
(2) Steps to Improve
- Things to Add
- Things to Remove
Auditing
AUDIT PROCESS
Add
Remove
+
_

Auditing
AUDIT PROCESS
What
When
Where
Why
Who
How
Boethius

90
What is this website and what does it offer?
• Brand
• Product/service
• Unique value proposition
Auditing
WHAT
Unique value proposition

Auditing

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When should I take action?
• Urgency
• Set expectations
• Calls-to-action (CTA)
Auditing
WHEN

Auditing

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Where are answers to FAQ?
• Essential information
• High on the page
• Accessible
Auditing
WHERE

Auditing

Testing
FIRST STEPS
Here are some testing best practices for your first experiments:
• Hide a thing instead of adding one
• More volume, less time.
• Some segmentation is essential in testing.
• Avoid dynamic elements that would become static.

Testing
USING GOOGLE OPTIMIZE

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IF YOU LEARNED NOTHING ELSE

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CMO

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$$ > Visits

102
THEY
GET
IT!

103

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