AMA Conference Bootcamp 2019

2019 AMA
BOOTCAMP
NEW ORLEANS
Twitter:
@garberson
@bounteous

Agenda
• Metrics & Conversions: Learn skills to successfully measure marketing
performance, visitor engagement, and evaluate campaign profitability.
• Email Marketing: Learn skills that will help you maximize email marketing
campaigns, understand optimal audience outreach, and analyze customer
data.
• User Interface & Experience: Gain the knowledge to drive revenue and ROI
throughout the user experience, attract customers across multiple digital
channels, build smart mobile experiences, and produce rich media for
advertising.
• Online Advertising: See best practices for initiating consumer interest through
keyword search, targeted advertising, social media, and sponsored content.
• SEO: Learn skills to optimize your brand’s visibility for search engines, improve
search ranking through keyword optimization and metadata, and use SEO to
optimize positive messaging around your brand experience.
• Content Marketing: Get a better understanding about how creating,
promoting and measuring relevant content can attract and engage a profitable
audience.
533 Slides
Content
Ads
SEO
÷ 4 hours = 2.2 per minute

Proprietary &
13
Computer
Google or Gmail Account
Chrome Browser
Deactivated Ad Blocker
Caffeine/Sugar
NICE-TO-HAVES

Proprietary &
14
SANDWICH OR NOT?
Reuben

Proprietary &
15
SANDWICH OR NOT?
Veggie

Proprietary &
16
SANDWICH OR NOT?
KFC Double Down

Proprietary &
17
SANDWICH OR NOT?
Hot Dog

Proprietary &
19
WHAT IS DIGITAL MARKETING?

Proprietary &
20
Banner Ads

Proprietary &
21
Social Media

Proprietary &
22
Blogs /

Proprietary &
23
Connected TV

Proprietary &
24

Proprietary &
25
1 Earned 2 Owned 3Paid
But for starters…
Public Relations (Articles)
Social Media (Mentions)
Testimonials (Reviews)
Email List (Newsletter)
Social Media (Twitter)
Blog (Articles)
SEM Ads (Bing Ads
Social Ads (Pinte
Native Ads (Promo
Good exam
question!

Proprietary &
26
Audience Design
Analytics
Search Engine Marketing (SEM)
Search Engine Optimization (SEO)
Conversion Optimization
AGENDA

Proprietary &
27
LAST CALL
Only 3.9
Hours
Remaining

Proprietary &
28
MARKETING YOURSELF

Proprietary &
29
MARKETING YOURSELF

Proprietary &
30
MARKETING YOURSELF

Proprietary &
31
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:

Proprietary &
32
MARKETING YOURSELF
1. Be engaging
2. Be one thing to
everyone
3. Say it in (about)
one breath

Proprietary &
33
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

Proprietary &
34
WHAT IS BOUNTEOUS?
Go to Bounteous.com

Proprietary &
35
WHAT DOES BOUNTEOUS DO?
AGENCY / CONSULTANT TRAINER

Proprietary &
36
WHAT IS BOUNTEOUS?
Who are Bounteous’ audiences or

Proprietary &
37
BOUNTEOUS.COM
AGENCY / CONSULTANT TRAINER
AUDIENCE 1 GOAL 1
AUDIENCE 2 GOAL 2
A1 G1
A2 G2
Goal = desired website action (ex:

Proprietary &
38
Chipotle.com
where they are
where they want
to be

Proprietary &
39
Chipotle.com
$
1
2 3

Proprietary &
40
Macro / Micro
$
41
2 3
Micro or
Secondary
Conversion
Macro or
Primary
Conversion

Proprietary &
41
MEASUREMENT PLAN
Go to Store.Google.com

Proprietary &
42
MEASUREMENT PLAN
“Make a copy”
bit.ly/ama-boot-guidebit.ly/ama-boot-plan

Proprietary &
43
MEASUREMENT PLAN
Who are the audiences? What are Google’s

Proprietary &
44
Google Store Visitors
Want: Google Computers
Want:
Google
Home
Have: Google
Computers

Proprietary &
45
Google Store Visitors
Want: Business Products
Want:
Google
Home
Want: Game
Products

Proprietary &
47
Analytics vs Data Visualization

Proprietary &
48
Analytics vs Data Visualization

Proprietary &
49
Google Analytics

Proprietary &
50
Audience Acquisiti
on
Behavior
Standard Google Analytics Reports

Proprietary &
52
Getting Access to Google Store
1. Go to: bit.ly/ga-store
1. Click “ACCESS DEMO ACCOUNT”
1. Sign into Google account

Proprietary &
54
Remember Dates

Proprietary &
55
Remember Filters

Proprietary &
56
Scavenger Hunt
1. How many sessions from United Kingdom?
2. What percent of sessions come from Pixel 3 XL?
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

• Introductio
n
How Does PPC Work?

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

Proprietary & Confidential
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
buy decaf coffee Buy Decaf Coffee Online | Luna Coffee Supply
Try Our Whole Bean & Ground Decaf Coffee. Free Shipping on Orders $50+.
Award Winning Decaf Coffee | Luna Coffee Supply
Try Our Whole Bean & Ground Decaf Coffee. Free Shipping on Orders $50+.
decaf coffee
decaf coffee beans
French Roast
french roast coffee Buy French Roast Coffee | Luna Coffee Supply
Try Our Whole Bean & Ground French Roast Coffee. Free Shipping on Orders $50+.
Award Winning French Roast | Luna Coffee Supply
Try Our Whole Bean & Ground French Roast Coffee. Free Shipping on Orders $50+.
french roast coffee beans
buy french roast coffee online
Light Roast
light roast coffee Buy Light Roast Coffee | Luna Coffee Supply
Try Our Whole Bean & Ground Light Roast Coffee. Free Shipping on Orders $50+.
Award Winning Light Roast |Luna Coffee Supply
Try Our Whole Bean & Ground Light Roast Coffee. Free Shipping on Orders $50+.
best light roast coffee
lightroast ground coffee

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.

Proprietary &
79
What is SEO?
$ $
Free*

Proprietary &
80
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

Proprietary &
81
Pros & Cons of SEO
Pros Cons
It Pays Dividends Results Take Time
Free Traffic No Guarantees
Quality Traffic Algorithm Black Box
Volume Constant Change

Proprietary &
82
To organize the world’s information and make it
universally accessible and useful
Google’s Mission

Proprietary &
83
The Challenge
170 million+
websites
4.8 Billion+
individual pages

Proprietary &
84
How SEO Works
New Content Content
Home Page
Link
Google Bot

Proprietary &
85
How SEO Works
Links ContentUX

Proprietary &
86
SEO Content Factors
Page Title
Description
Copy
H1
Img File
Name
Img Alt
Text
URL

Proprietary &
87
Title
Page Title

Proprietary &
91
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>

Proprietary &
92
Meta Description
Meta
Description

Proprietary &
93
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>
made.” />
</head>

Proprietary &
95
Other Headers
Headers have a hierarchy.
H1
H2
H3
H4
H5
H6
<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>
made.” />
</head>

Proprietary &
97
Experiment
Setup
TESTING
A/B Test Tests two or more variants of a page, also
This is the most common of the experiments.
DEFINITION

Proprietary &
98
Tests two or more variants of a page, also
called an A/B/N test. This is the most common
of the experiments.
Google Optimize Workshop
Experiment
Setup
A/B TESTS
50% Traffic50% Traffic

Proprietary &
99
Tests two or more variants of a page, also
called an A/B/N test. This is the most common
of the experiments.
Experiment
Setup
A/B TESTS
33% Traffic33% Traffic 33% Traffic

Proprietary &
100Google Optimize Workshop
Test
Objectives
LET’S SET EXPECTATIONS
??

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

Proprietary &
102
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

Proprietary &
Test
Objectives
CHOOSING THE RIGHT OBJECTIVE
$
41
2 3
Micro Conversion Macro Conversion

Proprietary &
105
VISITS
LEADS
CUSTOMERS

Proprietary &
106
TOP OF THE FUNNEL
Goal: Drive awareness.
Metrics: Website visits, blog
subscribers
Activities:
- Blog
- Social Media
- Email
- SEO
- Paid Advertising

Proprietary &
107
MIDDLE OF THE FUNNEL
Goal: Convert awareness to interest.
Metrics: Leads, visit-to-lead
conversion rate
Activities:
- Landing pages
- Website optimization
- Email nurturing
- Retargeting

Proprietary &
108
BOTTOM OF THE FUNNEL
Goal: Convert interest to purchase.
Metrics: Customers, lead-to-
customer conversion rate, LTV
Activities:
- Email nurturing
- Retargeting
- Product marketing
- Sales

Proprietary &
109109
Proprietary &
AUDITING SITES

Proprietary &
110
(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

Proprietary &
111
(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
+
_

Proprietary &
Auditing
AUDIT PROCESS
What
When
Where
Why
Who
How

Proprietary &
113
What is this website and what does it
offer?
• Brand
• Product/service
• Unique value proposition
Auditing
WHAT
Unique value
proposition

Proprietary &
Auditing

Proprietary &
116
When should I take action?
• Urgency
• Set expectations
• Calls-to-action (CTA)
Auditing
WHEN

Proprietary &
Auditing

Proprietary &
118
Where are answers to FAQ?
• Essential information
• High on the page
• Accessible
Auditing
WHERE

Proprietary &
Auditing

Proprietary &
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.

Proprietary &
Testing
USING GOOGLE OPTIMIZE

Proprietary &
122
IF YOU LEARNED NOTHING ELSE

Proprietary &
128
ama.marketing/ICC2019
• Log in or create AMA account
• 30 minutes
• No talking please

AMA Conference Bootcamp 2019

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie AMA Conference Bootcamp 2019

Ähnlich wie AMA Conference Bootcamp 2019 (20)

Mehr von Andrew Garberson

Mehr von Andrew Garberson (8)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

AMA Conference Bootcamp 2019