When running advertising campaigns its crucial to continually optimize your landing page’s conversion performance. If you have a team of dev’s and designers in-house that’s great, you can probably tell them what you need done and it will be implemented. However, if you don’t have the available internal resources (and even if you do, they are probably best used elsewhere) you need a tool that will allow you to optimize your landing pages yourself – even if you are not a developer or graphic designer. This is why I LOVEUnbounce. Unbounce is probably my most useful tool when it comes to improving performance of campaigns. Its gives me the ability to instantly modify, upload and test my landing pages in literally minutes. I do have a dev/design background so it makes using the advanced features a bit easier but pretty much anyone can use this tool effectively after a few sessions of playing around with it, this is why its such a great tool. Unbounce is by FAR the most value for your dollar when it comes to online marketing tools.
Unbounce Control Panel
Prices for Unbounce range from $49 starter package and up to $199 for agency package. The differentiating factor between the packages is the amount of visitors and pro features. Unbounce offers a 30-day free trial so you can test-drive it and decide if it’s the right landing page optimization tool for you. I highly urge you to give them a shot if you haven’t already.
I recently came across a very interesting article on TechCrunch, which discusses how new advances in software automation is impacting the job market. While indeed certain jobs today are likely due to disappear in the next 10-15 years as a result of technology innovation (Uber & Taxi Drivers) some jobs will actually experience an increase in demand. This especially true when it comes to digital marketing. Here is an excerpt from the article for the lazy:
Analytics: Digital marketing demands experienced talent
Change is also afoot as digital and mobile channels are disrupting the marketing landscape. According to the CMO Council, spending on mobile marketing is doubling each year, and two-thirds of the growth in consumer advertising is in digital. In an economic expansion cycle, awareness-building and customer acquisition is where many companies are investing. For these reasons, marketing managers are perhaps surprisingly hard to find.
For example, at high-growth tech companies such as Amazon and Facebook, the highest volume job opening after software developer/engineer is marketing manager. These individuals are navigating new channels, as well as approaches to customer acquisition, and they are increasingly utilizing analytics. The marketing manager is an especially critical station in the marketing and sales career ladder and corporate talent bench – with junior creative types aspiring to it and senior product and marketing leadership coming from it.
The challenge is that marketing management requires experience: Those with a record of results in the still nascent field of digital marketing will be especially in demand.
Why is there so much demand for experienced marketers?
Asides for being a relatively new field only really beginning in the late nineties even the most experienced people here only have 10-15 years experience, as opposed to programmers/engineers for example, where 25-30 years of experience is not uncommon. As such your talent pool is smaller and in much more demand.
I wanted to take this chance to discuss some of my favorite marketing tools/products/services and dedicate the occasional post to reviewing them. Tools are defined as a device or implement designed to carry out a specific function. Many of the marketing tools available today are highly specialized, and have a learning curve. Most people can’t just pickup a jackhammer and wield it efficiently and marketing tools are no exception, you need to learn all the finer nuances of the tools capabilities in order to user it effectively. Below is a list of tools that I use to carry out most of my work in my field.
Keep in mind this is my personal blog and I do not get paid to review these tools. I am just writing up on products and services that I found useful as part of my work in the online marketing industry. Some of these may or may not do what you need them to do, so please keep in mind that the views here are my own and I am in no way endorsing these services one way or another, its your decision to use them or not although I always recommend testing things out before reaching a conclusion.
MOZ – Search Engine Optimization and Keyword Analysis
SpyFu – PPC Keyword Analysis and SEO Tools Unbounce – Landing Page Optimization
Ghostery – Third-Party Cookie Tracking
BuiltWith – Business Intelligence
SimilarWeb – Business Intelligence
Envato – Asset Marketplace
TagManager – Third-Party Script/Tag Management
This is a bit of a tricky topic, everyone has their own opinion and its probably all different. Google and other Adwords experts have best practice and guides for setting up campaigns. People have wrote entire papers on the proper Adwords setup and I could discuss this ad nauseam. I will try to write a very high level summary of what I feel are the more important issues when setting up campaigns and link to more detailed information at the bottom of the post.
Essentially, proper campaign setup really depends on what your marketing goals are. The main issue is that every business has goals that are unique to them. Before you even open your Adwords account you need to assess who your target audience is, where they are located (geographically) and what they may be looking for. Some of this information can be gleaned from the Google Keyword Planner tool in your Adwords account (which I will discuss in a separate post). You should probably have already done some market research into who your potential customers are and know more or less where they located.
What to do if your customers are spread over a large geographic area?
This is an important step in planning out the structure of your Adwords campaigns. If your customers are spread over a large geographic area for example east cost, west coast or even across continents you may want to create a separate campaign for each area. The primary reason is that you want to be able to adjust your bidding strategy based on geographic location of your customers – specifically the time of day they are most active. The problem is that day-parting (adjusting your keyword bids based on the time of day) is a setting on the campaign level and not on the ad group level. So, if you were to create a campaign and target both US and UK in the same campaign you wont be able to properly adjust the bids because of the time zone difference. To clarify; lets say you notice that users in the US convert better during the morning hours. So you’d want to increase your bids accordingly, however you also notice that users in the UK also convert better during morning hours, but morning in the UK is the middle of the night in the US so you can’t adjust the bids. In this case you’d want to have two separate campaigns, one for the US and one for the UK. This way you can adjust the bids on each campaign separately.
I wanted to take this opportunity to post a little introduction for this blog. I have been toying with the idea for a personal blog for quite sometime but didn’t feel as though the time was right. In the last few months I realised that I want to share a lot of the work I do so that others can learn and possibly even implement some of my ideas and tools that I use during my day-to-day role as marketing director. So I dusted off my old name domain (Life-pro-tip: ALWAYS register yourname.com before someone else does) and got writing.
I apologise if my writing style is somewhat crass, I am not a content writer and while I do my best to write as clearly and insightfully as I can its probably not up to par to what many of you are used to. I’ll do my best to proof every post but if you find typos or errors please do let me know so I can correct them.
And off we go.
Setting up Your Google Adwords Account – Best Practices
Its only fitting that one of my first posts should be about Adwords. If you don’t already know Adwords is Google’s Search advertising platform. It allows you to bid on relevant keywords so that when people search for your product or service your ads will appear on the Search Engine Results Page (SERP). Over the years I’ve managed dozens of accounts for many companies. Most of the time I take over an existing account using the MCC which allows me to manage the day-to-day operations of the account. Sometime I also open a new account for the company I represent, but in either case there are some things you should do before even setting up your first campaign. I will probably update this list continuously as I think of more and more things to add.