DIGITAL MARKETINGBRANDON BEDNAR

CAREER OPPORTUNITIES IN DIGITAL

• U.S. Average Salary for

Digital marketing Director:

$91,327

• 90% of marketing roles now

require some level of Digital

knowledge

DIGITAL VS TRADITIONAL ADVERTISING

• Traditional – Stronger for building Brand Trust, and awareness.

• Digital – Better for conversion focused campaigns.

ADWORDS VS SEO

• SEO – long term strategy, extremely profitable

• AdWords – Short term fast wins, 2:1 ROI on average.

ADWORDS

• Charged on a Per click basis.

• Cost per click depends on several factors including: quality score,

maximum bid, and competitive nature of the keyword.

• Most expensive keywords can be over $600 per click, depending on the

region.

• Quality score is defined by: 80% click through rate (CTR), 10% landing

page relevance, 10% ad text relevance

• Higher quality score results in better ad positioning, and lower cost.

• Number 1 position is not always ideal, sometimes CTR is higher in 2-3rd

spots, and first position is can be more expensive.

HOW TO SET UP AN ADWORDS CAMPAIGN

• Create an AdWords account, Its free you just need a google profile

• Click the red campaign button

• Select campaign type

• Don’t trust the default settings!

• Enter location settings – Keep your location focused, don’t target the whole world. Tighter location targeting can help lower cost and improve CTR

• Create ad groups within campaign

• Add keywords

• Create Ads

ADWORDS STRUCTURE

• Campaign # 1

• Adgroup 1

• Keywords set 1, related to adgroup 1

• Ads related to keywords set 1

• Adgroup 2

• Keyword set 2, related to adgroup 2

• Ads related to keyword set 2

• Broad Match:

• Anything related to the keyword

will trigger your ad

• Broad +Modified

• Search query must contain word

preceded by +

• +Double +Broad Modified

• Search query must contain both

words with proceeded by +

• “Phrase match”

• Keyword inside quotes must be in

the search query, however

anything can come before or after

the key word or phrase

• [Exact match]

• Search query must match exactly,

only exceptions are for plurals

and misspellings

Image Source: www.webranking.com

Image Source: www.searchengineland.com/seotabled

GOOGLE ANALYTICS

• Great Tutorial Videos for getting started with Google Analytics:

• https://www.youtube.com/watch?v=hkahBQPxgf0

• https://www.youtube.com/watch?v=D-Q7SuCJ8-4

• https://www.youtube.com/watch?v=D7S4KmM204w

WHAT CRO REALLY LOOKS LIKE

CRO

• Start with a hypothesis and a plan

• Follow the Data

• Heat Mapping

• Google Analytics Funnel / Flow

• Don’t loose sight of your KPI’s (Key performance indicator)

• What is the goal of you’re a/b test? Improve sales? Improve clicks on a

button? Improve sign ups?

THE CRO TRINITY

• Optimizely – A/B, Multivariate Testing Site Editor

• Crazy Egg – Heat Mapping

• Inspectlet – Session Recording

• Google Analytics

CRO EXAMPLES

• https://blog.kissmetrics.com/100-conversion-optimization-

case-studies/

• https://blog.hubspot.com/marketing/a-b-testing-

experiments-examples#sm.00000w2m05g2wcd9trz9iu2wazluy