This document provides an introduction to digital marketing topics including Google Adwords, Facebook Ads, A/B testing, Google Analytics, and email marketing. It begins with an overview and biography of the author. It then covers the basics of each topic in multiple parts, providing examples and explanations. For each topic, it discusses key concepts, how to get started, important metrics to track, and tools to use. The goal is to teach digital marketing fundamentals and give readers a starting point for implementing strategies in each channel.

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
● Your quality score 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!
Understand 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 email types

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