Connecting YOU with the right customers. About Me Past SEO 2003 - PowerPoint PPT Presentation

| 2018 Connecting YOU with the right customers.

About Me Past • SEO 2003 to Present • Affiliate Marketing 2002 - Present • SEM / Ads – 2003 to Present • Current • Jenga Digital LLC 2013 - Present • Personal • Born in Kenya • Chattanooga based • | 2018

Ooops!

Agenda Fundamentals • Path to purchase • Campaign Strategy • Quality Score • Extreme Adwords • Automation • UX + Optimization • Optimization & Testing • Q & A •

Fundamentals

Fundamentals – Path to purchase Know your customers • B2C • Understand the features that convert • Read lots of reviews • Comparison Purchase Search Reviews B2B • Leverage events physical and virtual events • Provide all necessary industry insights • Research Contact Comparison Contract

Fundamentals – Campaign Strategy Contact Comparison Contract Search Reviews Comparison Purchase Research Search network – “Core i7 laptop” Display Ads – “Best CMS system” Display network – “ i7 Laptop reviews” Search network – “Drupal Agencies” Display network – [Remarket] Discount Display network – [ Remarket ] Case study Shopping Ad - ”Core i7 Free shipping” Display network – [ Remarket ] Awards | 2018

| 2018 B2B - Bonus Creative Theme #1 Creative Theme #2 Branding Campaign Campaign Types KPIs Bounce rate Bounce rate Impressions Conversion rate Conversion rate Reach Quality Quality Bounce Rate Yes Sales Goals? Increase Budget Branding Goals? No New Themes / Test Cases

Fundamentals – Quality Score What is it? • Origin - “The bad guys did this to us” • How it works – It’s basically SEO for ads • Why it’s important - $$$$$$$$$$$$$$$$ • | 2018

Extreme Adwords

Extreme Adwords – Campaign Strategy (cont’d) Google : “ Me Loves Structured Data ” Drupal : “ Marry me !” Automation • Adwords APIs • Automated campaigns • Automated ads Search & Display • Ad extensions [Store hours, specials …etc] • Google Shopping + Adwords + Drupal … hmm • Bidding Strategies + Optimizations • Yes, you can write scripts to automate your bids • Control your CPA • Adjust for volume and corporate goals https://developers.google.com/adwords/api/docs/guides/start | 2018

Campaign Setup – Campaign Strategy (cont’d) Disclaimer! | 2018

UX + Optimizing Ads

UX + Optimization – Customer journey Ad Page Buy Call To Return Click view Action In | 2018

UX + Optimization – Customer journey Ad Page Buy Call To Return Click view Action In Key Performance Indicators (KPIs) • Impressions • Click Through Rate (CTR) • Testing • Ad text • Banner images / theme • | 2018

UX + Optimization – Customer journey Ad Page Buy Call To Return Click view Action In KPIs • Bounce rate • Heat map (advanced) • Testing • Headline • Ad continuity • Sales Content (Length, Language) • Call To Action placement • | 2018

UX + Optimization – Customer journey Ad Page Buy Call To Return Click view Action In Key Performance Indicators (KPIs) • Click to cart • Form input • Testing • Button text • Product pricing • | 2018

UX + Optimization – Customer journey Ad Page Buy Call To Return Click view Action In Key Performance Indicators (KPIs) • Purchase / Form submit • Form input • Testing • Discount effectiveness • Upselling (People also purchased…) • | 2018

UX + Optimization – Customer journey Ad Page Buy Call To Return Click view Action In Key Performance Indicators (KPIs) • Return % • Testing • Product • Customer service • | 2018

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