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Basic of Adwords- Startup Class

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karin levi

on 5 January 2014

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Transcript of Basic of Adwords- Startup Class

Karin Levi
Adwords
Questions about mobile marketing?
Questions?

Social Graph- automatic posts based off of user interactions (finish level/world)

-“Unlocking” - users must do certain actions in order to receive full features
FB Connect/LIKE
YouTube like (TBD)

Product features - users share their activities with their network
Virallity
Advertising

Burst Campaign - providing a burst of users during the initial US launch (First 48h)

Apple – mixed campaign of non-incentivized users
1 Ad network (Or Fiksu Campaigns – Manage campaigns with different networks)

On-Going – mixed campaigns to bring steady traffic after the peak of the launch
CPI ad campaign that is web specific
Adwords Mobile Ads
Facebook Mobile Ads (installs)
Using User Base:
Social Media - spreading the word to our current fans and followers:

Facebook

Post to our users about the new app
Twitter

Tweet to current users and to influencers of interest

Product- product features that will promote the launch

Cross promotion with PDB and Summer games:
Must see pop-up – once a month on PDB (different creative)
System Update – on the app description (PDB)
Banner within PDB- Featuring the mobile app (Instead of summer games)
STRATEGY
Marketing
Burst Campaign Vs. Non Burst Campaign

Incentive campaign Vs. Non Incentive users
App Store:
(Focusing on iOS)
Mobile Marketing
A/B Test
http://laser-hair-removal.co.il/

Affiliates sign up with merchants and receive a fee or a % of revenue from a sale they refer

Performance based model

Affiliate network- CJ, SharkSale etc
Affiliate
Determine a daily/monthly budget
Measure cost-per-acquisition and/or ROI
Use Google’s automated optimization
Use Google’s insight for search google.com/insights/search
Rule of thumb: Set minimums Bid to ~5 cents, CTR:~2%
Google insights on % at different industries
How to know how much to bid?
Impression- exposure of my ad
Clicks – # clicks on my ad
Landing page- customize mini site for the campaign
Conversion- Wanted action (lead/purchase/download/share)

Paying methods:
CPC = cost per click
Typically used for search + contextual
CPM-cost per 1000 impressions
Typically used for display ads
Common denominator for ranking
CPI/CPA = cost per Install/Action (or acquisition)‏
CTR = Imp/clicks
PV= Page Views
Reach - #Users (Total, Uniques)
Conversion Rate = conv/clicks
Terminology used:
So..how they will come?
Market status:


App Store = 775K apps (growing by about 641 apps per day, Jan 2013)
Google play = 800K apps
Websites = Estimation of 1 billion
NO!!!!
Now just wait until they will come (cause you have an awesome product)..

And wait..


Maybe tomorrow?
Make 3 lists – Educational , Music (piano), Tech
List of bloggers name + emails + publication + Alexa who wrote review- Freelancer
List sorting
Write 3 communicates
1.5-2 Weeks before launch send emails
Blogger outreach!

Landing Page -For iOS / Web

Blog Posts - SEO keyword enriched posts linking to the app stores
Could be one time post on our site? Guest post on other site?- no need we will send NL

Facebook app center- addition of mobile app to current store
After generating 50K Users
Featured in Facebook App Center
Under Apps (not games)
SEO Outside the App Stores
KW – In-depth keyword research and analysis for optimal content creation
Optimization - continuous optimization once app is launched to improve organic traffic

Localization - bringing organic traffic from around the world
Multiple Languages – Eng, Fre, Ger, Spa, Ita, Port, Jap, Chi, Kor

Screen shots – optimize and attractive

Description- Optimize from PDB and competitors
Translation for main different countries (France, Russia, china)

Commenters and Reviewers – Network/friends of Joy Tunes’ team

Featured in App Stores – have leads to get us featured on the main app stores
ASO App Stores Optimization
User Base- Continue..
Email
To all JoyTunes database with bright creative, informing of the launch

Site banner –
Redirect to mobile landing page (Appsflyer)

Before hand–
Select 5-10 hand-picked influential users to preview the app (MTNA base)- TBD

Newsletter –
Bright creative, directing our users to the Appstore (appsflyer)
United States –
Top 10: 80,000
Top 25: 45,000
Top 50: 25,000

RANK: Download + Reviews
Industry Benchmarks:
When they sold to Microsoft 1.5 years after launch, hotmail had 12 millions users

“People influence people.
Nothing influences people more than a recommendation from a trusted friend”

Mark Zuckerberg, 2007
4. Virility
Market fit FB page, Twitter, Pinterest, Youtube, Instagram, Linkedin, Quera

You have to work continuously in order to drive traffic, create “followship” and nurture the conversation, otherwise it will just dry up

“Dead” social accounts can hurt the brand!
Goals
Budget
Knowledge
How To choose???
SEO
build a GREAT product- other wise they won’t stay.
Before all this you have to:
Advertising- paid
Community- Social
PR
Virility
What we are going to cover
Marketing is divided to:
You’ve built a great product
4. Page posts ads



5. Sponsored stories


6. Facebook Offers
Media Buying (Banners)
AdSense
Google Adwords
Study Case-

Hotmail
• For startup founders faced with the task of building those relationships
from scratch, it’s often terribly hard to break through and win coverage
product merits coverage (“Why is it news?”), and must work diligently to
build up relationships with individual reporters to win coverage
• Traditional PR almost always a struggle to convince media why your
• That said, press is never “free” - must give “something” of value to
journalists for coverage
• PR is essential for startups at a certain growth stage - great way to market
product to users at little to no out of pocket cost
Challenging Function for Startups
Why is PR an Essential Yet
DATA DRIVEN APPROACH
TO
3. PR
2. Community
3. Promoted post
Standard Ads- External websites







Like ads
Facebook Ads
• Although stories are often not directly on your product, the “data wedge”
still allows you to win mentions, links and will often yield an opportunity
for you to discuss how your product addresses a consumer need
• When packaged in a digestible and usable format and distributed to the
right journalists, your data can tell an interesting storyline that can drive
coverage about whatever trend it reveals
• Startups of all sorts often have a treasure trove of valuable, proprietary
data regarding some aspect of their given vertical
What is Data Driven PR?
Website/App
Email/Text msg
Facebook, Twitter, YouTuve, Instagram, Pinteres, etc’
Bloggers
Blog
Social
Affiliate
Display
SEO
AdSense
AdWords
Search
Online
Radio
PR
Outdoor
TV
Advertiser
1. Advertising- paid
Media buying
Banners
FaceBook
Advertising

Burst Campaign - providing a burst of users during the initial US launch (First 48h)

Apple – mixed campaign of non-incentivized users
1 Ad network (Or Fiksu Campaigns – Manage campaigns with different networks)

On-Going – mixed campaigns to bring steady traffic after the peak of the launch
CPI ad campaign that is web specific
Adwords Mobile Ads
Facebook Mobile Ads (installs)
Using User Base:
Social Media - spreading the word to our current fans and followers:

Facebook

Post to our users about the new app
Twitter

Tweet to current users and to influencers of interest

Product- product features that will promote the launch

Cross promotion with PDB and Summer games:
Must see pop-up – once a month on PDB (different creative)
System Update – on the app description (PDB)
Banner within PDB- Featuring the mobile app (Instead of summer games)
STRATEGY
Marketing
United States –
Top 10: 80,000
Top 25: 45,000
Top 50: 25,000

RANK: Download + Reviews
Industry Benchmarks:
App Store:
Market fit FB page, Twitter, Pinterest, Youtube, Instagram, Linkedin, Quera

You have to work continuously in order to drive traffic, create “followship” and nurture the conversation, otherwise it will just dry up

“Dead” social accounts can hurt the brand!
A/B Test
http://laser-hair-removal.co.il/

Affiliates sign up with merchants and receive a fee or a % of revenue from a sale they refer

Performance based model

Affiliate network- CJ, SharkSale etc
Affiliate
Advertising- paid
Community- Social
PR
Virility
What we are going to cover
Marketing is divided to:
So..how they will come?
Market status:


App Store = 775K apps (growing by about 641 apps per day, Jan 2013)
Google play = 800K apps
Websites = Estimation of 1 billion
NO!!!!
You’ve built a great product
Questions?

Social Graph- automatic posts based off of user interactions (finish level/world)

-“Unlocking” - users must do certain actions in order to receive full features
FB Connect/LIKE
YouTube like (TBD)

Product features - users share their activities with their network
Virallity

Landing Page -For iOS / Web

Blog Posts - SEO keyword enriched posts linking to the app stores
Could be one time post on our site? Guest post on other site?- no need we will send NL

Facebook app center- addition of mobile app to current store
After generating 50K Users
Featured in Facebook App Center
Under Apps (not games)
SEO Outside the App Stores
KW – In-depth keyword research and analysis for optimal content creation
Optimization - continuous optimization once app is launched to improve organic traffic

Localization - bringing organic traffic from around the world
Multiple Languages – Eng, Fre, Ger, Spa, Ita, Port, Jap, Chi, Kor

Screen shots – optimize and attractive

Description- Optimize from PDB and competitors
Translation for main different countries (France, Russia, china)

Commenters and Reviewers – Network/friends of Joy Tunes’ team

Featured in App Stores – have leads to get us featured on the main app stores
ASO App Stores Optimization
User Base- Continue..
Email
To all JoyTunes database with bright creative, informing of the launch

Site banner –
Redirect to mobile landing page (Appsflyer)

Before hand–
Select 5-10 hand-picked influential users to preview the app (MTNA base)- TBD

Newsletter –
Bright creative, directing our users to the Appstore (appsflyer)
Burst Campaign Vs. Non Burst Campaign

Incentive campaign Vs. Non Incentive users
(Focusing on iOS)
Mobile Marketing
When they sold to Microsoft 1.5 years after launch, hotmail had 12 millions users
Goals
Budget
Knowledge
How To choose???
3. Promoted post
SEO
AdSense
Determine a daily/monthly budget
Measure cost-per-acquisition and/or ROI
Use Google’s automated optimization
Use Google’s insight for search google.com/insights/search
Rule of thumb: Set minimums Bid to ~5 cents, CTR:~2%
Google insights on % at different industries
How to know how much to bid?
Impression- exposure of my ad
Clicks – # clicks on my ad
Landing page- customize mini site for the campaign
Conversion- Wanted action (lead/purchase/download/share)

Paying methods:
CPC = cost per click
Typically used for search + contextual
CPM-cost per 1000 impressions
Typically used for display ads
Common denominator for ranking
CPI/CPA = cost per Install/Action (or acquisition)‏
CTR = Imp/clicks
PV= Page Views
Reach - #Users (Total, Uniques)
Conversion Rate = conv/clicks
Terminology used:
build a GREAT product- other wise they won’t stay.
Before all this you have to:
Now just wait until they will come (cause you have an awesome product)..

And wait..


Maybe tomorrow?
Make 3 lists – Educational , Music (piano), Tech
List of bloggers name + emails + publication + Alexa who wrote review- Freelancer
List sorting
Write 3 communicates
1.5-2 Weeks before launch send emails
Blogger outreach!
Study Case-

Hotmail

“People influence people.
Nothing influences people more than a recommendation from a trusted friend”

Mark Zuckerberg, 2007
4. Virility
DATA DRIVEN APPROACH
TO
3. PR
2. Community
4. Page posts ads



5. Sponsored stories


6. Facebook Offers
Standard Ads- External websites







Like ads
Facebook Ads
Media Buying (Banners)
Google Adwords
• Although stories are often not directly on your product, the “data wedge”
still allows you to win mentions, links and will often yield an opportunity
for you to discuss how your product addresses a consumer need
• When packaged in a digestible and usable format and distributed to the
right journalists, your data can tell an interesting storyline that can drive
coverage about whatever trend it reveals
• Startups of all sorts often have a treasure trove of valuable, proprietary
data regarding some aspect of their given vertical
What is Data Driven PR?
• For startup founders faced with the task of building those relationships
from scratch, it’s often terribly hard to break through and win coverage
product merits coverage (“Why is it news?”), and must work diligently to
build up relationships with individual reporters to win coverage
• Traditional PR almost always a struggle to convince media why your
• That said, press is never “free” - must give “something” of value to
journalists for coverage
• PR is essential for startups at a certain growth stage - great way to market
product to users at little to no out of pocket cost
Challenging Function for Startups
Why is PR an Essential Yet
Website/App
Email/Text msg
Facebook, Twitter, YouTuve, Instagram, Pinteres, etc’
Bloggers
Blog
Social
Affiliate
Display
SEO
AdSense
AdWords
Search
Online
Radio
PR
Outdoor
TV
Advertiser
1. Advertising- paid
Media buying
Banners
FaceBook

Landing Page -For iOS / Web

Blog Posts - SEO keyword enriched posts linking to the app stores
SEO Outside the App Stores


1. Burst Campaign with X network- (First 48h)


On-Going –

2. Adwords Mobile Ads
3. Facebook Mobile Ads (installs)



Facebook
Teaser Video - 7D Before

Twitter
@ influences with teaser videos

YouTube
Upload videos to our channel
STRATEGY
Marketing
Burst Campaign Vs. Non Burst Campaign
App Store:
A/B Test
http://laser-hair-removal.co.il/

Affiliates sign up with merchants and receive a fee or a % of revenue from a sale they refer

Performance based model

Affiliate network
Affiliate
Determine a daily/monthly budget
5. Define Budget
What we are going to cover:
So..how will they come???
Market status:

NO!!!!
Now just wait until they will come (because you have an awesome product)..
You’ve built a great product
Projections:
Write 3 lists of relevant journalists:


List of bloggers name + emails + publication + Alexa who wrote review

Write 3 communicates to each market
1.5-2 Weeks before launch send emails
Blogger Outreach!

Add to product:

Social Graph- automatic posts based on user interactions (finish level/world)

“Unlocking”
FB Connect/LIKE
YouTube like
Virallity
KW
In-depth keyword research and analysis for optimal content creation
Optimization

Localization
Multiple Languages – Eng, Fre, Ger, Spa, Ita, Port, Jap, Chi, Kor

Screen shots

Description
Optimize from past experience and competitors
Translation for main different countries (France, Russia, China)

Commenters and Reviewers
ASO App Stores Optimization
United States –
Top 10: 80,000
Top 25: 45,000
Top 50: 25,000
Industry Benchmarks:
When they sold to Microsoft 1.5 years after launch, hotmail had 12 millions users
Case Study-

Hotmail
Market product fit


Work continuously


“Dead” social accounts can hurt the brand!
Goals

Budget

Knowledge
How To choose???
3. Promoted post
Optimization
Measure!
Build a GREAT product- otherwise they won’t stay.
Before all this you have to:
(Focusing on iOS)
Mobile Marketing

“People influence people.
Nothing influences people more than
a recommendation from a trusted friend”

Mark Zuckerberg, 2007
4. Virality
Keyword (KW)
Impression
Clicks
Landing page
Conversion


CPC
CPM
CPI/CPA
CTR
PV
Reach
Conversion Rate
Terminology used:
Google Adwords
What is Data Driven PR?
Why is it news?
Press is never “free”
PR is great
3. PR
2. Community
Facebook Ads
1. Advertising- paid
Terminology used
[
RANK:
Download + Reviews
Incentive campaign Vs. Non Incentive users
Strategy
Mobile Launch
ASO
Cross Promotion
Ads
Blogger Outreach
Social
Viral

Tactics
Step 2 :
Step 1:
SOCIAL
Email
To all our database with bright creative, informing of the launch

Site banner
Redirect to mobile landing page (Appsflyer)

Newsletter
Bright creative, directing our users to the Appstore (appsflyer)
Social- Continue..
Advertising
spreading the word to our current fans and followers:
Cross Promotion
Find 5 other complementary apps


Banner within our previous app
Questions..?
Measurement
[Conv rate * LTV * Downloads] - Cost = +/-?
Revenues
(ARPPU)
And wait..

Maybe tomorrow?
Adwords
Like ads
Why is PR an essential yet
challenging function
for startups
Acquisition--> Activation -->Retention-> Revenue?
Acquisition--> Activation -->Retention
Acquisition--> Activation--> Retention
Acquisition--> Activation
Acquisition --> Activation
1. Acquisition
Refer
Acquisition Activation Retention
Your startup has a treasure
What is Data Driven PR?

Questions?

Graphics Can Be Created From
Unlikely Data Sources

Sample Pitch - “Linsanity” and Knicks Tickets
1. Choose Subject
How To Pitch Data
(in 5 condensed steps!)
DATA DRIVEN APPROACH
TO PR

“OkTrends” Blog Has Helped Differentiate
OkCupid In Crowded Online Dating Space

Case Studies
PiggyBack...
Chasing The News Cycle

Graphics Can Be Created From
Unlikely Data Sources
Punchy, descriptive subject line

Sample Pitch - “Linsanity” and Knicks Tickets
Data Analysis - Keep It Simple!
Examples
Help you grow...For free (?)
Why is PR an Essential Yet
Challenging Function for Startups
Always provide a link!
Personalized
Opening graph

Sample Pitch - “Linsanity” and Knicks Tickets
What DATA this guys have?

Average prices for tickets to any sporting event or concert
Data on ticket sales volumes and purchase behavior
Website traffic data
STUDY CASE #1:
SeatGeek
Go-to experts for financial press on daily deal industry metrics

Yipit’s Data PR Promotes Core Product as
Well as Its Data Research Product
Crisp, clear
data points
with figures
highlighted
TV
Print/Online
Data Pitches Fit Well Across Many Mediums
Infographics
Radio
2. Pull Data

3. Synthesize trends you’re seeing in your data into compelling, punchy bullet points

4. Create a visual element

5. Distribute your data-driven pitch
through all available channels
Event: Bonnaroo Music & Arts Festival





- How have Bonnaroo wristband prices trended as we get closer to the event are prices falling?

- If you were to see the top 10 headliners at Bonnaroo individually, how much would those tickets cost in aggregate versus the price of a Bonnaroo wristband?
Always provide a link!
Now it's your turn...

Facebook
Targeting
Precise Interest


Broad categories


Custom audiences


Education/Work place
Now it's your turn...
$100 per group
Get as many [RELEVANT] leads
Be creative and measure everything
And...Bring receipts!
WHO AM I
Karin@joytunes.com
il.linkedin.com/in/karinlevi/
How does it work?
Optimization
Search Network
Display Network
AdWords
(Push)
(Pull)
KeyWords
How to write KW?
Ads
What people search on Google?
Advertiser (you) ----------------Publiser (Google)
Advertiser (you) ----Agent (Google)----Publiser (website)
1. Open an account
Let's start!
2. Define Target Market
3. Choose where to advertise
5. Define Budget
4. Build Campaign
6. Measure & Optimize
1. Open an account
https://www.adwords.google.com
2. Target Market
Age
Gender
Country
Languish
Characteristics
Build Personas
Search

Provide information
Create buzz
Get leads
signup subscribers to newsletter
close sales
Create Awareness
Conversions
Display
Problems
Solutions
Questions
Specific Product
1. Brainstorming
2. Adwords KW tool
3. Competitors
4. Google instant
5. Forums
How to set up a campaign
Headline
What is it?
What you want
them to do= CTA
Display URL
Advantage
Landing page
Focus
No Distractions
ATF
One message
CTA
RELEVANT
Relevancy is the key!
KW
ADS
Landing
page
Quality
Score
(Ad-Groups)
Competitor rank/QS + 0.01= Actual CPC
Adwords Bidding method
ROI ----> Conv rate * Revenue = max CPC
Google's bid simulator
Industry Benchmark
Google Analytics
A/B test
What could be the reason to...
Low CTR?
Bad KW
Negative KW
Ad relevancy
Low bids
Low Conv rate?
Bad LP experience
Ad relevancy
Low impressions?
Niche KW
Campaign settings
Ad position
Questions...?
App Store = 1M+ (growing by about 641 apps per day, oct 13)

Google play = 1M+ apps (July 13')

Website- Estimation of over 1 Billion
Full transcript