Some dope data for optimize our Digital Ads, Content & Heuristic Analysis.

Types of PPC campaigns

Our Adwords account are Awareness Campaigns and Lead Gen Campaigns.

We can drive them directly to their solution of their problem and take them directly to our landing page to fill out the form.

We can look at pre-awareness, awareness and trigger.We have consideration, engagement, and pre-sales.

Google Adwords and Bing.

Display, Facebook and Remarketing.

Google Adwords does take 60% market share of the Search Engine results.

Bing is less competitive.

If it's Facebook, we definitely should take a look at the image, the words that we're choosing, Videos, what type of asset is working. For Google Adwords, potentially make sure our keyword's in there.

Test from our messaging to our assets, our content, and our call to action, our offers.

How to build PPC funnels that convert

We meet them right off the bat, we definitely don't want to ask them to marry us.

We're managing the ad buy, and therefore are able to track the performance.

Tie all of the performance from our paid and organic into our analytics to see exactly how it's performing overall on our site.

Look at the path analysis too, typically we see revenue in transactions, and if we're an eCommerce site, it's easy for us to calculate the cost per acquisition and the CAC (Customer Acquisition Cost = Sales cost + MKT Cost / new customer acquired)

If we are a large B2B business, typically we measure down to MQL which is the Marketing and that's before we hand off to sales.

Content marketing

That ties all of the social, SEO, PPC, PR.

Without the content,we wouldn't be able to share.

70% of consumers actually would rather get to know a brand through articles rather than ads.

People want to feel that they know us, we are engaging in a conversation with them. And that we're giving them information that's useful rather than being shouted out for buying their things.

Myth "We can't prove the ROI of our content marketing."Studies have shown that companies that blog actually get five times more traffic than their competitors. Which then becomes, better conversion rate and obviously more sales. As we try different channels, our audience will find us and will also recognize that we're engaged in the conversation.

VALUE Content 

Building the relationship with the consumer and also letting them know that we're talking to them in a way that we understand their pain, and that we have a benefit to solve for that pain in our product and service.

****Upworthy

*** TED Talks

Take a look at how much revenue. Subscribers, once they read our content and they fall in love with us, we want to be able to see a spike in subscribers and that's how we know it was a successful piece.

Take a look at engagement. After they read the blog post,are they clicking throughout the site? Take a look at our data and analytics and see exactly what they're doing. Pay attention to the articles that they're clicking on.

Quality could be counted as an input when we think about the output being how far down the customer or the user is viewing our content.

LinkedIn, there's Medium, there's Slideshare.

The key thing to realize is that content marketing isn't just about writing blogs. It's about all the content that our company and our brand is putting out there on the Internet.

Research and testing – part 1

They go to Google. Let's google conversion optimization tactics, hack psychic news, CRO = Conversion Rate Optimization. Test ideas one by one. Best practices. Avoid distractions

Copy competitors MKT is not optimization. They are testing too.

Conversion optimization is a process. It's a systematic way of finding opportunities for growth and developing data-based ideas for how to build upon those opportunities.

 If we can't describe our optimization work as a process, we don't know what we're doing

One thing, it tells us where the problems are on our website. Doesn't matter if it's a mobile, desktop, if it's an app, it tells us where the problems are.

What are these problems? Why these problems are problems to begin with? So why do these problems come up?

Good process also helps us identify the problems and turn those into hypotheses as to what can we do to fix these problems

Help us prioritize our ideas or solutions to the identified problems.

We need to make our test more effective changes

If we actually know what matters to the users about our product, like what kind of pain point it solves,what kind of emotional needs it satisfies. If we know that stuff,we can put forth messages that resonates with them.

We need to challenge our assumptions.

How do we figure out what the real problem is?

Testing

Let's see if this thing is a problem.Let's test the different way of and then see what works.

BUT, We have no way to prioritize.

Research.

Research is what helps us then identify where the problems are, what the problems are.

How do most people think data-driven marketing or growth works?

Let's log into Google Analytics and see what the data says.

To start any optimization or growth process starts with a list of questions.

What do they want? What do they need? What do they think they want? Why?

What are they thinking when they see our offer? 

How is what well sell clearly different? Where is the site leaking money?

What's the problem? Where are the problem? What are they doing or not on the website?

Who is the target audience?

What leads more people to do X?

Research and testing – part 2

 Research XL. Six types of data to help us make great optimization decisions.

Number one step of any optimization or growth work is technical analysis

We need to understand what's broken in our site. Does our site work flawlessly with every single browser and device, browser and device combination?

1 Go to our web analytics tool and we compare our key metric revenue per visitor or conversion rate, per a browser device comeback.

2 We need to use our experience in the field to assess what might be working, what not.

Page by page with a team of people, and we critique every single screen that we see based on a fixed criteria. 

HEURISTIC ANALYSIS.

It's a way to super fast identify possible problems on a website, but the results are suboptimal. 

A quick way to figure out possible problems that we will now can go and gather data for,to either validate or invalidate some of these assumptions.

Example: If I am searching for boots, I get into a link and if it talks about something else, it's not relevant. So it's conversion rate is down.

Do we understand specifically and clearly what this website is about, who we this is for, why should we buy here and not some other place?

Motivation: What is being done on the page to increase our motivation to take action, and what are the things that make it difficult to take action like long forms and or whatever it is.

How many websites did the user look at before making a purchase from this website?

Segmentation is a good goal for a homepage. Like if we're selling multiple stuff,

Fogg behavior model / Desired behavior happens when three things converge:

MOTIVATION: Whereas if it's not a product that immediately solves a problem, it's like a maybe a luxury problem, maybe our motivation is lower.

ABILITY: How easy is it to take action? So, clicking on a button, very easy, filling out a 50-field form, difficult.

 200 form fields, we're going to have a 0% conversion rate.

 A trigger is: When do we present the action?

There are many fields here that increase friction. The form field labels are left the line is a usability problem, and so the ability goes down'cause we're asking them to do more difficult things.

NO MORE LAZY COPIES

POP UP WORKS!

Pop-ups are very effective, we all hate them but man it works. we can immediately improve the ability by getting rid of the extra field.

Digital Analytics, for our purposes, conversion optimization and growth purposes:

Where are the leaks?

The shopper's journey on our website, so if we're e-commerce, the journey is category per product, cart, checkout.

Where are the biggest leaks between these layers of our website?

Let's look at the data based on across different segments.S o of course, mobile, desktop, tablets, our key traffic channels, whatever segments are important in our particular business.

Essentially in the heuristic analysis process, we need to figure out what is wrong with the picture on every single page of ours.

Every interaction with a filter,whatever widgets we have has to be recorded in analytics.

What's the impact on user behavior?

Mostly data is missing. If we don't measure how many people they're following, how can we optimize that?