Step by step guide on how to create an effective Display Ad Campaign

I’ll be honest. I’m not a fan of display campaigns. In my experience, they amounted to virtually nothing in achieving any significant business goal.

However, since the launch of Google Ads, I decided to give GDN a second chance.

Here are some suggestions on how to generate your first Display Campaign while keeping track of your business objectives.

1. Define your campaign goal

When setting up your Display campaign, keep in mind the goal you want to achieve. More traffic? More leads? More sales? I strongly recommend selecting one of the Campaign Goals available in the new interface.

Campaign Goals in GDN

2. Define your campaign settings

Independently form your business objectives, you’ll be asked to select a Campaign Type. In this case, select the Display option.

Campaign Setting in GDN

After clicking on the Display window:

  • Select Standard display campaign option
  • Enter your business website address
  • Click Continue

In the new page:

  1. Campaign name – Suggestion: Display + [Product Name] + [Goal] + [Location]
  2. Location – Add the countries in which your Campaign will be displayed
  3. Languages – Include just those languages that your ad copy will target
  4. Bidding
    1. Bid for conversions – Bid for your business goal rather than clicks
    2. Manually set bids – Keep your budget under control
  5. Budget – Enter an amount that you are comfortable spending each day
  6. Ad rotation – Optimize or not optimize? Both are sound choices.
  7. Ad group name – Suggestion: [Product Name] or [Product Category]
  8. Audiences & Demographics – (See Paragraph “Audiences and Demographics”)
  9. Ad schedule – Add a schedule to keep costs under control or if you are aware of when your potential clients are mostly active
  10. Automatic targeting – Leave the default “Conservative Automation”
  11. Ad group bid – The maximum amount you want to spend per keyword
  12. Frequency capping – Add a maximum number of impressions per day to keep costs down
  13. Content exclusions – Opt out of showing your ads on content that doesn’t fit your brand (mature, sensitive or unrelated)
  14. Devices – Exclude any device you don’t want your ad to be shown on. Personally, I exclude mobile and tablet apps. I keep only mobile and tablet websites.
  15. Click Create your ad

3. Create your Ad Copy

Now it’s time to be creative and generate an Ad that is both enticing to the customers and faithful to your brand. Images are the key aspect of display and can easily make or break your campaign. Here are some suggestions on how to choose your display image based on your business objective.

  • Sales: Select images that showcase your product in action. For instance, the image below showcases how simple it is to use an antibody labeling kit. Use the associated headlines and description to reinforce your message (in this example, saving time).Sales Ad Copy for GDN
  • Leads: Use a lead magnet such as a promotional offer or a free PDF to encourage users to take actions. Don’t be afraid of adding text to your image – Canva is a great tool for generating visual content. Use the headline and the long headline to grab the user’s attention with a clear benefit (in this example, a free guide). Use the description to reinforce what the lead magnetic will provide (in this example, scientific knowledge).Lead-Gen Ad Copy for GDN
  • Website traffic: to get the right people to visit your website, you can choose a variety of ads, from products to free resources. As I’m already driving traffic to products and free resources using other campaigns, I’m using this campaign to send users to landing pages that list all the website products or resources around a specific need.Website Traffic Ad Copy for GDN
  • Product and brand consideration: simply encourage people to explore your products and services. This is a middle-of-the-funnel type of campaign. People might be browsing and considering purchasing but they have not made their mind up yet. This is a good opportunity to showcase how your product stands out from the competition.Product and Brand Consideration Ad Copy for GDN
  • Brand awareness: to reach a broader audience and build awareness. This is a campaign aimed to let more users know about your brand and your products.Brand Awareness Ad Copy for GDN

4. Define keywords, audiences, demographics, topics, and placements

Don’t let Google take control over your Campaign. You have the product experience, the brand knowledge, and the business acumen to decide who will see your ad, on which channels and at what time.

KEYWORDS – Add keywords that match your campaign product and intent.

AUDIENCES – Narrow the reach of your campaign to users having a specific identity. There are three types of audiences:

  • Affinity & Custom Audience: users are selected based on their interests and habits
  • In-market & Custom Intent: users are selected based on what they are researching or planning
  • How they have interacted with your business: to remarket website visitors
    You can generate custom-made audiences by adding keywords that best describe what people are interested in or planning to buy.

DEMOGRAPHICS – Exclude users whose age, gender, or household income would not constitute the right target.

TOPICS – Include topics if possible. You can even make your selection more granular by adding subcategories (for instance, Science > Biology > Neuroscience).

PLACEMENTS – Include websites, YouTube videos, and channels where you’d like your ad to appear. By selecting the channels you’ll be in control of deciding not only who will be exposed to your ad, but also at which moment. Selecting videos explaining the Western blot assay for Western blot products I’ll target not only people who perform the assay but above all when they are in the right frame of mind.
This is an essential point as Google Ads displays your ads based on popularity rather than relevance (based on my experience).

5. Define Locations and Devices

Each campaign targets specific locations based on your business reach. However, Google Ads allows campaigns to have an extra level of granularity by increasing or decreasing their bidding.

In the examples I so far provided, I target both US and UK. However, I also increased the bidding budget by 20% in key business locations such as California, New York, Texas, and Maryland. An easy way to find out key business locations is to identify:

  • Where your converting traffic comes from
  • Where your best customers are geo-located
  • Where your business is planning to expand

Finally, I decreased the bidding budget by 20% on mobile devices. Why? Because it’s pretty common to click on ads on mobiles without any intention of doing so. An easy way to test the efficiency of your GDN-generated device traffic is to identify:

  • Number of Conversions
  • Immediate and Long-Term ROI
  • Frequency & Recency
  • Percentage of Returning Users

How to optimize your lead-gen with a lead scoring system – Using Pardot

As marketers or salespeople, we are very much focused on identifying leads, that is potential buyers who showed some level of interest in purchasing our products or services.

But how can we make sure these leads have a business value? One method is to set up a scoring system to differentiate between the good, the bad and the ugly.

  1. Assign points (0-up to X)

Lead scoring is a methodology used to rank prospects against a scale that represents the perceived value each lead represents to the organization.

Here at Expedeon, as the marketing team, we assign to each lead a score that ranges between 0 and 80 points. According to this measuring system, at 80 points a user gets assigned to one of our sales representatives that follows up with an introductory phone call. It’s now the responsibility of the sales team to convert a marketing qualified lead (MQL) into a sale qualified lead (SQL).

The secret of a high ratio SQL/MQL lays in an effective scoring system that identifies the stage at which a website visitor becomes a potential customer. If the MQL value is too low, the user might not be at a buying stage yet, if too high it could damage the chances of closing a sale (aka…losing to a competitor).

The numeric value is meaningless, what counts is defining a threshold score above which, the user is at a buying stage.

The scoring system currently in place assigns:

  • 50 points to a guide download
  • 1 point to a page visit
  • 3 points to an email click
  • 1 point to an email open
  • 5 points to a custom services page
  • 80 points to a direct contact or a brochure download – (the users becomes automatically a marketing qualified lead)

My recommendation would be to start from a high number (such as 100) while readjusting the value of each action to better represent their economic value. Don’t be afraid to lower the scoring threshold to test if marketing qualified leads (MQLs) could be converted into sales qualified leads (SQLs) in a shorter time frame. Finally, keep track of your changes by requesting a constant feedback from the sales team regarding the leads’ quality.

Another key aspect to consider is online behavior. Do purchasers perform specific online activities before converting? For instance, downloading a guide, watching a video or requesting more information? If that was the case, any page that helps conversion should also be reflected in the page scoring system.

How do you do this?

Google Analytics assigns a higher score to pages that contribute to conversion. These pages could reflect a higher score in Pardot. For instance, if a page gets scored 1 point/visit, pages with a higher score could get an additional +2 or +3 points.

  1. Grading (letters)

Depending on job title, business size, or even social media followers, a lead might have a higher or lower business value. For instance, a lead could have a higher ROI due to a tendency of customers with specific characteristics to make larger orders or become loyal customers.

By looking at the lead’s characteristics what distinguishes a recurrent buyer from an occasional visitor? Is geographical location, job position or age group?

Once you have found what defines your best customers, you can assign a higher grade to prospects who present such characteristics. Grades vary from A (great) to F (poor).

A combination of high scoring and grading should identify your priority leads.

But how can you find common features among your best purchasers?

An easy way to determine purchasers’ features is to generate a segment in Google Analytics to isolate all visitors that performed an online transaction.

How to create a segment:

  1. On top of a page view, click Add Segment
  2. Click on New Segment
  3. Click on Conditions (Under Advanced)
  4. Select Page from the first drop-down menu
  5. Select Contains from the second drop-down menu
  6. In the text-box select your check-out page (example, /checkout)
  7. Name your new segment (example, Purchasers)
  8. Click Save

Now, Purchasers can be identified by geography, interests, age, and gender.

Users having a more likely chance to purchase will then be marked with a higher score, while leads coming from a specific geographic and/or demographic with a low purchasing history will be marked with a lower score. The sales team will either not follow up or move them down the priority list.

  • Geographic attributes

To determine if the most profitable buyers come from a specific area, apply the Purchasers Segment in the Location View (Audience > Geography > Location). For instance, if most of the purchases come from the United States, by clicking on the US map it is possible to determine which states are the most profitable, and by clicking on the State itself, to visualize from which cities the orders came from.

In addition to scoring these leads higher in Pardot, it’s also good practice to incorporate additional digital strategies, including PPC and remarketing.

If the most profitable companies are located in a specific state or region:

  1. Generate paid campaigns that are specifically targeting those locations
  2. Generate an Audience in Google Analytics and use it for retargeting

How to create an Audience:

  1. Go to Admin
  2. In property open Audience Definition
  3. Select Audiences
  4. Select New Audience
  5. Import Segment
  6. Select your new segment (example, Purchasers)
  7. Select both Google Analytics and AdWords as display platforms
  8. Name your new Audience (example, Purchasers Audience)
  9. Click Save

Now, you can target those users by showing them related-products:

  1. Add the New Audience to a search campaign (use +Audience)
  2. Generate a Remarketing Display Campaign to target that specific Audience

Re-targeting is a great strategy for cross-selling and up-selling.

  • Job position

Information regarding job roles is far trickier to establish in Google Analytics, especially for science-related interests. The best way of figuring out the job role of prospects is to include a (mandatory) job field when a user fills in a form to access free content.

Currently, we have set up Pardot Forms on Progressive. That means that if a user has already downloaded a guide, on their next download they’ll be asked for additional information, such as their job role.

Pardot - Job position field

The more complete a data profile is, the easier it will be to send highly tailored information. For instance, academics, a far more budget-conscious type of customer, will be targeted with offers and discounts, while large corporations will receive updates regarding manufacturing and custom services options.

  • Age & Gender groups

To determine if the most profitable buyers have an age or gender bias, apply the Purchasers Segment in the Demographics View (Audience > Demographics > Overview). If the most profitable customers come from a specific age group or have a gender bias, you can assign a higher score. For instance, by looking at Purchasers > Age, I found that most profitable users are between 35-45 years of age.

As we do not ask for any personal data such as age and gender, we only use this information to tailor our PPC strategy: we exclude students (below the age of 25) and retired individuals (above the age of 65), while we bid (20%) more on the age group that – based on our data – is most likely to purchase (25-35 years of age).

 

Based on all the above attributes, users will receive a final grade that is the mean of all their scores. For instance, if a user has an A for geographical location, B for job title, and C for age/gender, their final grade will be a B.

  1. Lead source and offer

A very popular way to attract new leads is to promote offers and discounts. Did customers start purchasing after seeing one of your offers? Did they become first-time buyers after taking advantage of promotional codes? When a promotional campaign ends:

  • Report the percentage of new time buyers
  • Report the most successful marketing channels
  1. Budget, Authority, Need, and Timeline (BANT)

As the marketing team, we do not rely on BANT to qualify leads whether a prospect is a good fit based on their budget, internal influence, need to purchase and timeline. However, large quote inquiries and bulk orders (B) are prioritized and so are urgent purchasing requests (NT). In all these instances, a same-day contact follows (depending on the time-zone).

Otherwise, it’s the sales team rep in charge of assessing the sale potential of MQLs on the basis of the BANT methodology. If however, an MQL fails to become an SQL, the lead comes back to the marketing team for additional nurturing, through the Engagement Studio.

5. Segment customers based on their purchasing activity – the RFM model

Finally, customers are scored based on the recency and frequency of their purchases. According to this model, if they bought recently, they would get higher points. The same if they bought many times, or if they spent bigger amounts. These three parameters combined, create the Recency – Frequency – Monetary RFM score. This is a comprehensive table from Pluter.

Plunter - RFM Model

Once you have divided your customers into these groups, you can follow them up with tailored emails. If you don’t have enough manpower to follow up on each segment, focus on your best customers, those with the highest recency, frequency, and monetary score.

But how do you calculate RFM?

First identify Recency (days), Frequency (times), and Monetary Value (CLV) for each customer. Then assign a score from one to five to recency, frequency, and monetary values individually for each customer. For instance, the highest-value customers will have an RFM = 555, and the lowest-value customers an RFM=111.

A common calculation is to assign 5 to people that purchased in the last 24 hours, 4 in the last 3 days, 3 within the current month, 2 for last six months and 1 for everyone else. However, scores should be established based on the business you operate (for instance, for small businesses a purchase of $2K might identify a Champion client). Plus, such ranges should be constantly revised, especially when the business grows.

Once each customer has their RFM calculated, they are assigned to their corresponding customer segment.

How to track PDF downloads using Google Tag Manager – Step by step guide

Step 1: Install Google Tag Manager on your website

  1. Click on ‘Admin’ in the main navigation
  2. Click on ‘Install Google Tag ManagerGoogle Tag Manager - Admin Console
  3. Copy the provided code and paste it in the <head> and <body> of your webpageGoogle Tag Manager - Code
  4. After setting up your Tag Manager account, you need:
    • Variable: click URL
    • Trigger: Something that tells the system to fire the tag if the URL contains .pdf
    • Tag: It fires when certain conditions are met, allowing you to do track PDF downloads

Step 2: Enable pre-built variable for clicks

  1. Click on Variables in the left panel navigationTag Manager - Variables - Clicks
  2. Click Configure under the Built-In Variables section
  3. Ensure Click URL is checked under the Clicks section
  4. Activate the elements under Pages

Step 3: Create a Tag and Trigger

  1. Click on Tags in the left panel navigation
  2. Click NEW and name tag appropriately
  3. Configure your tag by clicking the edit pencil icon in the Tag Configuration section
    1. Choose Universal Analytics as your Tag Type
    2. Tracking ID (tracking ID from Google Analytics account): UA-xxxxxx-xx
    3. Tracking Type: Event
    4. Event Tracking Parameters –
      1. Category: PDF Click
      2. Action: Download of PDF
      3. Label: {{Click Path}} OR {{Click URL}Tag Configuration
      4. Create the trigger by clicking the edit pencil icon in the ‘Triggering’ section
        1. Click +New to create your trigger and name appropriately
        2. Configure the trigger by clicking the edit pencil icon in the Trigger Configuration section
          1. Choose Just Links as your trigger type under the Click section
          2. Select Some Link Clicks
          3. Setup your rule with the dropdowns and text fields:
            1. Page Path contains .*
            2. Click URL contains .pdf
          4. Save the trigger
          5. Your trigger configuration will resemble this:Tag Manager - Trigger Configuration
      5. Save the Tag

Step 4: Publish

Click the PUBLISH button in the top right to publish your event

How to add Campaign Cost in Google Analytics – Step by step guide

  1. Login to your Google Analytics account
  2. Open the Administration pageMaster View Admin Page
  3. In Property, click on Dd Data Import
  4. Click on CREATEGA - Data Import Create
  5. Select in SUMMARY DATA IMPORT Cost Data. Click Continue.GA - Summary Data Import
  6. Name your campaignGA - Name your campaign
  7. Click the Enabled Views in which your DataSet will be available. Click Continue.GA - Enable Views
  8. Select Cost (ga:adCost) & Campaign (ga:campaign) as minimum required parameters
  9. Click SAVE
  10. Click on Get schemaGA - Get Schema Data Import
  11. Fill in the Excel File with your data – Keep in mind that Google Analytics is case sensitive and therefore “Campaign” is different from “campaign”.
  12. Click UPLOAD FILE in Google Analytics
  13. Navigate to Attribution > Apply the model comparison tool – You can now track Profit.

Go beyond the obvious email metrics if you want to increase your ROI

Email marketing is an effective way to engage both potential clients and recurrent buyers. Keeping track of how well your email marketing messages are doing, is the key to turn a marketing strategy into business results.

Most email marketing blogs talk about keeping track of 4 obvious rates: bounce, opt-out, open, and click-through.

The first two metrics – bounce and opt-out rates- are indicators of your email list’s health; when high (above 5%), your list is either out-of-date (the email addresses are invalid) or not targeted enough (the content is of no interest to the recipient). Conversely, high open and click-through rates result from well-targeted emails (respectively, 15-20% and 5-10%).

Now, far more significant is the conversion rate: the rate of prospects who reach your landing page and accept the offer, whether it’s to download a free whitepaper, register for a webinar or buy a product.

But that’s not all…

1. Don’t calculate rates – calculate total numbers

First, a rate does not always reflect a business success – the total number of users that converted is far more crucial to business success than the ratio between the number of converters versus the total number of users. For instance, 200 conversions are better than 20 even if the first number might represent a lower conversion rate.

Lesson 1: move away from rates, embrace total numbers

2. Don’t calculate revenue – calculate profit

Second, even the total number of conversions might not be the most valuable business metric. For instance, a campaign promoting an expensive product might result in a better gross revenue even when the number of conversions is lower. For example, 20 conversions that generate gross generating of 2K each (40K total), are better than 200 conversions that bring only 0.1K each (20K total).

However, calculating total profit would be even better. If your e-commerce platform is connected to Google Analytics, the campaign’s revenue is calculated automatically (product’s price * the total number of products ordered).

To calculate profit, you need to upload the cost of your email campaigns by applying this formula:

Hours of labor * Hourly cost + Monthly cost of the email’s provider/number of monthly emails

Lesson 2: calculate the cost of a campaign to report profit rather than relying on revenue alone

Related: How to add Campaign Cost in Google Analytics – Step by step guide

3. Attribution modeling – estimate campaign influence

Third, in a multi-touch conversion path, users interact with a brand multiple times before converting; therefore, understanding how each touch-point help driving conversions is essential for campaign optimization.

In Google analytics select Conversions > Attribution to determine how many conversions the email campaign helped to generate. Also, don’t forget to test different attribution models to establish which one brings the highest ROI.
For instance, if an email campaign had the highest influence as Last Non-Direct Click, consider showing the email campaigns towards the end of a sale journey.

Lesson 3: Use Attribution Model to determine the Email Campaign Influence on Conversion

4. Content marketing – assign a value

In case you are sending people to a content page (download a PDF, sign up to a webinar), you need to assign a value to the content based on the sales you predict the content will generate. If you have no idea, assign a value of 1 (in your currency) as default. This value will be added to the Goal Conversion Value in GA.

To help you calculate the Goal Conversion Value, consider this formula:

% [conversions/total views] * Avg. order value
  • The Avg. order value is calculated using this formula:
  • [Total revenue – Content cost] / Number of orders
  • Total revenue is calculated using this formula:
  • [Total opportunity value – Content cost]

Lesson 4: Assign a Value to your micro-conversions

5. Long-term loyalty – annual ROI

After calculating the number of conversions that your piece of content helped generating, you should also calculate the campaign’s long-term influence. Create a segment of users whose source/medium is your selected email campaign and estimate the average lifetime of people that received your email(s).

  • Total number of active subscribers and the total profit they helped in generating
  • Total of email marketing profits/the average number of active subscribers = What an active subscriber will contribute in a year
  • The profit of an average active subscriber in a year X the average lifetime of an email address = email marketing lifetime value

6. Keep the best – Drop the rest

If there’s a definite bias towards a specific content, it would be worth investigating:

  • How did each email contribute to generating the expected conversion?
  • Why were people showing more interest in specific topics (for instance, seasonal offers rather than free content?)
  • Why have particular emails contribute more to the business profit than others?

Conclusion

Email marketing obvious metrics are a helpful first step to determine the overall health of your email list. But this is not enough as even a lower conversion rate might deliver a significant business result. Therefore, a marketing approach that focuses on identifying the business bottom line success is the right way to go. My recommendation is to calculate the overall profit, assign a value to your content marketing, and establish the short and long-term influence of your email marketing.

Stop thinking about driving traffic to your website like a straight line – It’s a circle!

All your marketing channels should work together to bring you the best possible result – and here are 5 ways to show you how!

Many marketers see online channels as separate silos when driving web traffic to clients’ websites. However, digital channels should all work together to bring you the best possible business result. In short, the traffic generated by one digital channel should be the foundation of your next one.

With this in mind, I’ll show you how you can make 5 digital channels work together.

Step 1 – Affiliate marketing

First, partner up with people who’ll promote your product or service – many companies offer this kind of service. They offer snippets on their newsletters, social media pages, or even their website where you can be featured. Your goal is to come up with an offer that will make readers click on the featured link and land on your website. The main advantage of this strategy is reaching a new audience and generate brand awareness.

When taking advantage of this strategy, consider:

  • What’s the business objective you want to achieve?
  • Which third parties would best represent your business identity?
  • Would their audience be interested in your products?

Take away lesson 1: Find out online companies in your niche where you can be featured.

Step 2 – Landing page optimization

Once the third-party audience has clicked on your link, your landed page should represent both your brand and the promised offer. Your lead magnet should be so relevant to the prospect’s needs or problems that they can’t help but ex­change their contact information to get it. To help you convert even more prospects:

  • Keep your message short and in line with your third-party snippet – no wordy landing pages
  • Make taking action really simple – no redirects and lengthy sign-up forms
  • Make clear how the special offer or discount can be redeemed– no extra T&C
  • Ask for an email address if offering free content – expand your mailing list

Take away lesson 2: Keep your landing page short, easy to use, and in line with your offer.

Step 3 – Email marketing

If people have taken advantage of your special offer and left their contact details, they can now be contacted via email. To promote additional products (cross-selling) and services (up-selling). Don’t forget to include guides or free content to support your customers. Consider this strategy:

  • People take advantage of your discount – They order online
  • An automatic email follows up with a thank you and a link to supportive information
  • A week later, a sales team representative calls to catch-up
  • Follow up with an automatic email to thank the customer and a link to additional information (depending on the outcome of the phone call)

Take away lesson 3: Follow up users that converted with an automatic email – show you care by providing additional information.

Step 4 – Pay-per-click advertising

Not all the prospects who clicked will take advantage of your offer. However, they showed an initial interest and therefore are already further down the sales funnel. To increase conversion, take advantage of remarketing by using pay-per-click advertising (PPC). Es­sentially, you generate an audience of people who visited your landing page and through display advertising you show those prospects your offer a second time. In this case, PPC success is achievable if you:

  • Create a targeted audience. Create a segment of users who visited your landing page and turn that segment into an AdWords/Bing audience.
  • Create a Display Ad. Create a visually appealing ad that helps people who previously visited your site come back. Consider a different landing page if the first one did not work.
  • Third parties. Spend some time considering which sites would be most relevant. For instance, if you notice competitors advertising on specific sites, it might we worth investigating how you could be featured as well.

Take away lesson 4: Remarket your landing page visitors with PPC advertising.

Step 5 – Long-term influence

People that were exposed to your third-party offer might not have clicked or landed on your page. However, that doesn’t mean that they did not find your proposal worthy of their attention. Therefore, specific KPIs should be measured to establish the long-term influence of the third-party campaign.

  • Did the organic and/or direct traffic increase after the campaign came out?
  • Did brand awareness increase – more branded searches?
  • Did the sales team receive more phone calls regarding the company’s product range?
  • Did the third-party campaign influence online conversions?

Take away lesson 5: Investigate the long-term influence of your campaign.

Conclusion

An effective digital marketing strategy takes all channels into consideration and makes them work together to achieve the same business result – profit. This is why you should stop seeing the channels as separate entities and start visualizing marketing as a big round circle in which each channel feeds into the other.

Who else wants to set up Google UTM tags for Pardot tracking?

As a digital analyst who knows the importance of efficiently recording and reporting marketing activities, there are moments where you feel overwhelmed.

You know that tracking is at the core of every marketing strategy (Avinash Kaushik anyone?), but at the same time, you are often full of doubts. Does this product update need a brand new campaign? Does this Facebook update belongs to the Social Media Campaign or the Product Launch Campaign? Possibilities are endless, your patience…a little less.

The frustration that I just described can become even more unbearable when results are expected to happen fast. Perhaps, when you joined a new company and want to impress your senior manager or when you want to pitch a new client. Or when you realized your predecessor never bothered tracking anything or that their tracking strategy took inspiration from the Memento plot!

Unfortunately, there is no choice, but taking a deep breath and start putting reason into the digital madness.

Luckily for you, I have already slain the dragon, and I’m here to show you how you can do the same. In few easily repeatable steps, you’ll always be able to track any campaign and effectively report your results to any client, manager or stakeholder.

Tracking and reporting will never be the same again.

Step 1: Set up your campaign structure

Independently from the business, you will run a certain number of marketing campaigns throughout the year. Those might include:

  • Product launch [to introduce a new product to the market]
  • Newsletter [to communicate to your clients]
  • Seasonal promotion [offers and discounts]
  • Product promotion [to promote a product that is not selling]
  • Events and workshops

I would recommend having a brainstorm at the beginning of each financial year, to determine how many types of campaigns the team will be running. To come up with ideas, I would suggest to include questions such as:

  • Will we be running discount & promotions?
  • Will we be launching new products?
  • Will we be attending social events?
  • Will we be running affiliate programs?

Continue reading Who else wants to set up Google UTM tags for Pardot tracking?

How to set up remarketing with the new Google AdWords Interface – An easy trick

A website may see hundreds or even thousands of daily visitors that do not convert. They come, spend time browsing through pages, but do not take that business-related action so close to your heart.

What can you do? Just let them go and hope they’ll come back to finally convert?

Well, you might.

But why not giving luck a little help?

In this post, I’ll show you how you can generate a specific audience in Google Analytics and re-target them with AdWords paid campaigns.

STEP1 – Create a Segment in Google Analytics:

First, you need to select a specific segment of your audience that you want to target. For instance, you might select all the users that landed on a product page. In this case:

  1. Log in to Google Analytics
  2. Click on Audience (or any other menu)
  3. Click on Overview (or any other submenu)
  4. Click on +Add Segment
  5. Select Advanced > Conditions
    1. From the first drop-down menu select “Landing Page”
    2. From the second drop-down menu select “Contains”
    3. In the TextBox write a keyword that uniquely identifies your landing page URL (for instance, if all your landing pages contain the word “fitness” in their URL, write “fitness” in the field box)
    4. Add more conditions if necessary by clicked on AND or OR
  6. Add a name to your segment
  7. Click SAVE

Continue reading How to set up remarketing with the new Google AdWords Interface – An easy trick

Increase your AdWords ROI in less than 10 minutes

Here are the steps to follow if you want to increase your AdWords ROI in 10 minutes or less (depending on the size of your account):

  1. Open your AdWords Account
  2. Select a very large timeframe (at least 6 months)
  3. Select a single campaign
  4. Open the AdGroups Tab
  5. Add the Conversions to the table (if not present)
  6. List the AdGroups in ascending order of Conversions(*)
  7. Stop any poor performing AdGroups
  8. You should now have only good performing ads
  9. Repeat steps 3-8 with all the remaining campaigns

(*) This quick tip works well only if you have set up your attribution modeling correctly (or are you still using the default “Last Click Attribution”?)