Summary DMA PDF

DM&A Summary Class 1: strategy = a general plan to achieve one or more long-term or overall goals under conditions of uncertainty digital strategy = strategy but modernized strategy excersise: research: more jews are voting republican than before more people are elderly florida...

DM&A Summary Class 1: strategy = a general plan to achieve one or more long-term or overall goals under conditions of uncertainty digital strategy = strategy but modernized strategy excersise: research: more jews are voting republican than before more people are elderly florida was a swing state eldery jews arent voting for obama because of racism strategy: get the elderly and jews to change their votes have grandkids talk to grandparents tactics: let the grandkids talk to grandparents the great schlep digital strategy: digital revolution: is an ongoing process constantly evolving and shaping our world in profound ways research diagnosis happens in strategy phase 4cs is the framework: Company: example: sources desk research: website founders, stakeholder interviews interview with brand fans brand research online brand monitoring  … Consumer: segmentation & targeting sources: AI tools social media tool (meta) social listening google learning set up surveys/interviews fora Competitor: overview & analysis sources: nielsen? competitors websites Culture: sources: WARC consulting firms AI forrester euromonitor … Class 2 define the challenge and audience: 1. set business aspirations o revenue o market share o profitability o … 2. set marketing objectives: o SMART goals market penetration o digital marketing can increase market penetration by: 1. finding more consumers: sell more to more people ▪ increase physical availability ▪ increase mental availability 2. increase frequency: sell more often to your existing clients 3. increase basket value: ▪ increase price ▪ up sell: encourage customer to purchase higher-priced version of product/service, or to add premium features/upgrades ▪ cross sell: recommend additional products or services 3. set actionable communication challenge who do you need to target why not? whats holding them back? Example with xbox: the value proposition framework ways to determine target audience: analyse customer base and carry out client interviews conduct market research and identify industry trends define who your target audience IS NOT use whatever you can find technique 1: the power of 5 why’s (finding the root cause) example: product or service: target: features: tangible aspects and functionalities substitutes: what alternatives do customers of a product. these are factual statements about have to your products/service and category what the product is or has fears: everyone has fears and for every benefits: the positive outcomes or value a decision we take, fear can hold us back customer receives from using the product’s needs: we all need something. needs are features. this is about what the product does for rational needs and reasons customers need our the customer product experience: the customer’s emotional response wants: wants are needs that are driven by our and overall satisfaction with the service emotions interaction, including with the staff, the service emotional drivers: instincts, habits, environment, and the service delivery process. belonging, carrot & sticks, status, scarcity, this is about how the service makes the parenting, vitality, curiosity, freedom,… customer feel throughout the entire service journey set up your funnel SEE - metrics explained (KPI): impressions/views: number of times an ad is seen or viewed. so on the external platform reach: the number of unique people saw the ad (not equal to impressions) share of voice: relative share of voice compared to competitors share of search: ad recall: the ability of people to remember your ad after they saw it CPM: cost per 1000 impressions view rate: number of people who viewed your entire video ad vs total people who were THINK - metrics explained (KPI) clicks: people who click our ad or click on external links leading to our website CTR: click-through-rate: number of people who click the ad/impressions on that ad CPC: cost per click website visits: number of visits to our website engagement rate: the share of website visitors that in some way engage with our website (opposite of “bounce rate”) DO - metrics explained (KPI): conversions/goals: depending on the strategy, the core point of online conversion leads: people who left contact details on your website CPA: cost per acquisition or cost per lead RoAS: return on ad spend: the return we get in terms of sales out of every euro spent online sales: number of visits to our website conversion rate: the share of website visitors who “convert” to the next stage what is conversion in e-commerce? possible conversions: Subscribing to an email newsletter on a blog Downloading an ebook after providing an email address Completing a contact form to speak with a sales rep Opting in to push notifications Signing up for a service through a web form Starting a free trial after providing some personal info Clicking a CTA button to a specific landing page Requesting a test sample or test drive Downloading an app Clicking an affiliate link Selling a product through an online shop Converting from a free user → paid customer... CARE - metrics explained (KPI) Repeat purchase rate: the percentage of customers who make a second purchase from your business customer lifetime value (CLTV): the total revenue generated from a single customer over their entire relationship with your brand churn rate: the percentage of customers who stop doing business with you over a specific period (you want to minimize this) customer retention rate (CRR): the inverse of churn rate - the percentage of customers you keep net promoter score (NPS): measures customer loyalty and willingness to recommend your brand to others customer satisfaction score (CSAT): measures customer satisfaction with a specific interaction or experience social media engagement: likes, shares, comments, and mentions related to your brand on social media platforms reviews and testimonials: the number and quality of online reviews and testimonials from customers referral rate: the percentage of new customers acquired through referrals from existing customers brand advocacy activities: participation in loyalty programs, user-generated content creation, and engagement with brand communities Class 3 digital media 3 types of media (→ shared media is included into the other medias) 1. earned digital PR external organic reach reviews social mentions partnerships ambassadors 2. paid pay per click display ads retargeting paid influencers affiliate social media ads → real time bidding → paid media works with AI and algorithms. so we want to give signals to the AIP system (of google, meta,…) when we want to increase our bid 3 types: 1. visibility → bidding on viewability we tell the system we want as much impressions as possible advantage: ▪ often more, cheaper impressions ▪ easy way to spread awareness disadvantage: ▪ difficult to see if the audience is interested ▪ impressions might happen at night when less other advertisers are bidding 2. traffic → Bidding on traffic we focus on getting people to our website advantage: ▪ traffic to our website ▪ we are able to optimise for clicks disadvantage: ▪ more diffucult to get broader reach ▪ not certain if we get the best quality traffic 3. acquisition → bidding on acquisition we focus on getting people to buy something advantage: ▪ often good ROI and easy to optimise spend disadvantage: ▪ more expensive ▪ not a good long term strategy (costs you money every time) online marketing rely on cookies o cookies help websites: ▪ remember you ▪ track your activity ▪ personalize your experience 3. owned  website social channels search engine results email marketing multi channel is more effective than mono channel (use more channels) customer journey definition: The consumer journey is a model that maps out the stages a customer goes through when interacting with a business, product, or service – from initial awareness to post-purchase engagement. It's essentially a roadmap of the customer experience, highlighting their needs, motivations, and touchpoints at each step. the funnel (see last class) is a starting point needs: definition: fundamental requirements or desires that motivate a customer to seek out a solution or product. these are often rooted in basic human needs (eg. safety, belonging, esteem) or specific life circumstances questions to reveal needs: o What problems are customers trying to solve? o What are their unmet desires or aspirations? o What are their pain points and frustrations? o What are their goals and objectives? o What are their underlying motivations and values? drivers: definition: specific factors or influences that push customers towards choosing a particular product, service, or brand. these can be internal (eg. personal preferences) or external (eg. social trends)  questions to reveal drivers: o What features or benefits are most appealing to customers? o What motivates them to make a purchase? o What are their decision-making criteria? o Who or what influences their choices? o What are their perceptions of your brand and competitors? barriers: definition: obstacles or challenges that prevent customers from moving forward in the customer journey. these can be related to the product, the brand, the buying process, or external factors. questions to reveal drivers: o What are the common objections or concerns customers have? o What prevents them from making a purchase or engaging further? o Are there any usability issues or technical difficulties? o Are there any trust or credibility issues? o Are there any financial or logistical constraints? creative tactics to cut through the clutter fact 1: creatively awarded campaigns are 12x more effective at driving market share growth than non awarded campaigns fact 2: 75% recall rate for highly creative ads compared to just 44% for non-creative ads → creativity & innovation kicks the living crap out of non-creative work when it comes to selling stuff 5 techniques: 1. distinctive assets: o the set of associations you want your consumers to assign to your brand. like: ▪ logo (coca-cola, mcdonalds, nike,…) ▪ packaging (coca-coal) ▪ pattern (louis vuitton ▪ sounds (netflix) ▪ events (apple) ▪ personality (amazon) ▪ a ritual (corona extra) ▪ … 2. when everyone zigs, you zag 3. tap into emotions o ads with emotional pull are way more effective than those with more rational content 4. pick an enemy  o this technique involves identifying a competitor or a concept that your brand stands against. by defining what you’re not, you clarify what you are and give your audience something to rally behind 5. weaponize your audience o what/who do you trust most when it comes to brand info? o word of mouth is a crucial asset in modern advertising. with the rise of social media and online reviews, consumers are more connected than ever before, and they rely heavily on recommendations from their peers when making purchasing decisions Class 4 introduction why do we need data? → without data you’re just another person with an opinion what is google analytics? a quantitative tool that registers: o who your visitors are o what visitors do on your website ▪ what pages are they reading? ▪ what actions are they taking online? ▪ what are they ordering, what promotions do they use? o where are your visitors coming from ▪ what is the channel they visited before they landed on your page? what is google analytics 4? a quantitative tool to track events on your website or app by: o event based tracking: every interaction point is an event in GA4 (clicks, page views, scrolling,…) o cross platform data: GA4 combines data from your website (mobile and desktop) and your app o privacy first approach: GA4 offers more advanced features for anonymizing data and respecting user privacy, such as built-in IP anonymization why google analytics? most popular tool o free o stable o present in almost every company → no need to learn 101 different tools o lots of documentation available o integrates smoothly with other google tools ▪ google ads ▪ google tag manager ▪ google search console (SEO) ▪ looker data studio why NOT google analytics? disadvantages: o platform is less customizable o servers are located in the US ▪ data is shared with the US o there is a lot of info available in the tool ▪ many marketers struggle to navigate through all the data so, yes or no for google analytics? always check with business owner(s), marketing manager, and/or legal department before setting something up. you CANNOT make that decision for them EU alternatives: o piwik pro: free for small companies o matomo: starts at 19 a month o adobe analytics: starts at ~2000 a month next is not used in the classroom, but useful to know what is web analytics? quantitative tools: o piwik pro ▪ european analytics tool, privacy-first ▪ built-in cookiebanner o simple analytics ▪ european analytics tool, privacy-first ▪ cookieless tracking: no identification on the user ▪ good alternative if you want to know numbers, nothing else about your visitors qualitative tools: o focus on visual data ▪ screen recordings ▪ heatmaps (scroll maps, click maps) ▪ feedback tools o hotjar: ▪ functions: recordings, heatmaps, feedback tool ▪ free version: 35 recordings a day, unlimited heatmaps ▪ paid versions starting at 31 o microsoft clarity: ▪ functions: recordings, heatmaps, no feedback tool ▪ free version: everything unlimited data about your (target) audience who do you want to reach and who are you really reaching? key audience data types: o demographic data (eg; age, gender, location) o behavioral data (eg; pages viewed, time on site) o cross-platform data (eg; mobile, desktop interactions) o psychographic data (eg; interests, values) tools for audiene analysis: o google analytics: demographics, user explorer, user-id o external tools: napoleoncat, facebook audience insights, pinterest trends o google trends (always free): for understanding broader market trends and audience interest shifts over time o similarweb (use the limited account): to gain insights into audience behaviour and traffic sources competing websites o semrush (use a free account): for analyzing competitors’ audience data, such as organic and paid traffic got to see GA4 users = unique number of users engagement = time and actions on the site events = what actions have the users been doing key events (conversions) = what are the most important events first GA4 steps easy to find its the first step when looking at your site its a lot of info when to use what report: acquisition: o data about the channel that brings people monetisation: o conversion & ecommerce data engagement: o event & engagement data user & tech data: o demographic, browser, screen resolution,… reports: demographics: google signals (GDPR) o country → IP-address o region → IP-address o town/city → IP-address o language → device settings o age → google signals o gender → google signals o interests → google signals reports: tech tech data based on your users device mostly interesting to developers o browser o device category → desktop, mobile, tablet, smart TV o device model o screen resolution o app version  o platform o OS version o platform/device category o operating system → windows, macintosh, android o OS with version → OS + OS version answer these questions for the time period 1 sept 2024 - 30 sept 2024 What are the top demographics (age, gender) of the users on this website? From which country does the website receive the most traffic? What are the interests of the users visiting this website? Are most of the users new or returning visitors? How do mobile users behave compared to desktop users? Which user group (based on location and device) generates the most conversions? data about your website why data from your website? by analyzing landing pages, you can see which pages attract the most traffic. this tells you which content or products are resonating with users and which pages need improvement review metrics like engagement rate and session duration to understand how users interact with your site. low engagement rates might indicate that a page is not relevant or engaging, while longer session durations suggest users find value in your content identify where users drop off in the conversion funnel. is there a specific page where users abandon their carts or exit the site? by fixing issues like slow loading times or complicated forms, you can reduce drop-off and increase conversion set clear goals (like from submissions or purchases) and use goal tracking to see how well your website is achieving these objectives. data helps you adjust strategies in real-time to better meet these goals when to use what report: acquisition: o data about the channel that brings people monetisation: o conversion & ecommerce data engagement: o event & engagement data user & tech data: o demographic, browser, screen resolution,… reports engagement: categories: o overview o events o pages and screens o landing pages dimensions: monetization (only for ecommerce) categories: o overview o e-commerce purchases: different product dimensions) ▪ item name ▪ item ID ▪ item category o app-specific reports: ▪ in-app purchases ▪ publisher ads answer these questions for the time period 1 sept 2024 - 30 sept 2024 What events do you see on this website? What are the top 10 most visited landing pages? What landing page leads to the most conversions? What is the top-selling product? On which date there was a huge sale? data about (your) channels why data about channels? analyze which traffic sources bring the most valuable visitors. is organic search driving conversions? or are social media campaigns leading to more engaged users? knowing this helps you allocate marketing budgets more effectively when to use what report: acquisition: o data about the channel that brings people monetisation: o conversion & ecommerce data engagement: o event & engagement data user & tech data: o demographic, browser, screen resolution,… where are your users visiting from? Get insights on what channels are (not) working Crucial for a good analysis and getting the whole picture You get this by choosing Source/Medium and Campaign source/medium source = where are your users coming from before they laned on your website? o facebook o google o emailprogram o other websites with links to your website medium = traffic type o CPC = cost per click (paid ads with links) o organic = non-paid links from search engines or social media o referral = other websites with (sometimes paid) links on them → GA doesn’t know where this traffic is coming from …/referral ‘referral’ = google automatically detects this when you click on a link from one website to another, google saves that data also used for social traffic: o facebook.com / referral o instagram.com / referral o linkedin.com / referral not ideal because you don’t know which post exactly: o Facebook ad? o Facebook post on your page? o Facebook post on a wall from someone else? UTM tracking: if you post a link you can add your own source/medium how? with an UTM-code some have it built it  o google ads o facebook ads o mailchimp o … most common course/medium combos: report your findings data is NOT insights insights = what do we conclude from the data? back up your claims with data share these insights with internal stakeholders o marketeers o marketing manager o direction o salesteam o developers/IT when to report? o on a scheduled timeperiod (each week/month/year) o or spontaneous when there are notable numbers keep the goals of your website in mind report how your findings are contributing to these goals have you met your goals? why (not)? be realistic Class 5 introduction what is CRO? → conversion rate optimization conversion = achieving a predetermined goals (session) conversion rate = number of sessions with conversion devided by the total number of session and that x100 conversion rate optimization = increasing the conversion rate micro vs macro o small value, gently warming up the lead for a higher purpose o large value, often a monetary transaction, the higher purpose conversions of your website: o macro: ▪ transaction ▪ quote request ▪ meeting request ▪ exploration call  o micro: ▪ pdf download ▪ video watched ▪ done quiz ▪ case study downloaded ▪ calculator used ▪ inspiration brochure downloaded ▪ test drive requested why CRO? traffic is expensive convert as many visitors as possible into conversions reached a peak? how can we increase online sales? traffic x average order value x conversion rate x purchase frequency exercise: o 2 websites o website a: ▪ website visitors: 100k ▪ purchase frequency: 1 ▪ average purchase amount: 100 ▪ conversion rate: 1% ▪ total turnover = 100k euros o website b (conversion rate +1) ▪ website visitors: 100k ▪ purchase frequency: 1 ▪ average purchase amount: 100 ▪ conversion rate: 2% ▪ total turnover = 200k euros what you need to know: 10 CRO facts: 1. profit comes first 2. be careful with radical redesigns o fed up with the website o the competition’s is nicer o follow the latest design trends o what could go wrong? ▪ SEO problems  ▪ can’t measure anything ▪ design based on gut feeling o when is a redesign useful? ▪ no difference with adjustments ▪ amateurish or outdated ▪ technology is outdates ▪ few website visitors ▪ too many problems on the website 3. CRO needs continuous follow-up 4. CRO is not just A/B testing 5. A/B testing requires a lot of data o expert review 6. don’t use case studies blindly 7. you can’t always win 8. being unique can be disappointing 9. take the CRO hierarchy into account 10. CRO is more than design hierarchy of conversions (eisenberg?) psychology = physchological principles intuitiveness = does the website encourage visitors to take the next step? does it answer visitor questions? usability = is the website user-friendly? accessibility = is the website accessible? functionality = is the website functioning properly? the dexter method Data: google analytics expert review click maps, scroll maps & visitor recordings form analysis live chat analysis/customer support interview user testing customer survey 5-second tests web surveys execute: collect your research execute or test? what will we execute first? measure impact test:  what is our hypothesis? what will we test first? which tools can we use? A/B testing, multivariate tests, or AI? evaluate: google analytics repeat: learning from tests Data google analytics 4: funnel exploration o is there an issue with my funnel in a specific segment? path exploration o what (reverse) path do my website visitors take? ecommerce purchases reports o what are my least/most sold products? o which products generate the least/most revenue? o which items are viewed/added to cart but not purchased? exploration o how do visitors behave on my most visited pages? o which relevant metrics do i want to analyse in depth? browsers o are there issues with a specific browser? devices o which devices are my visitors using? o are there issues with specific devices? site search o what are my visitors searching for? o where do visitors apply refinements? o which search queries have a high exit rate? website speed (tag manager) o which pages are experiencing speed issues? 4. essential research methods essential research methods: website with more than 1k transactions per month o expert review o click maps, scroll maps, visitor recordings o form analysis o user testing o live chat analysis/customer support interview website with less than 1k transactions per month o expert review o user testing optional research methods: customer research phone interviews with customers five second test web surveys 4.1 expert review:  expert review: → dexter method o experience & best practices o beginning of hypothesis formation o substantiate findings framework: clarity: o product o value proposition o content & design friction: o slow website o missing payment methods o amateurish design o language errors o poor readability o too long checkout process o requesting overly personal or excessive info distraction: o max 1 to 2 goals/page ▪ 1 main goal ▪ possibly 1 sub-goal o minimize ▪ how does X contribute to my main goal ▪ does my design distract? ▪ which elements does the visitor not need? relevance and buying stage: o is there a match between the page and the buying stage? o is there a match between the ad and the landing page? motivation and incentives o psychology 4.2 click & scroll maps, visitor recordings tools: o microsoft clarity o hotjar click maps o where do my visitors click? o why do my visitors click in those areas? o do they expect something to happen? o should i facilitate an additional pathway?  o should i make certain elements more or less prominent? o are there specific CTAs being ignored? scroll maps o to what extent do our visitors scroll? o do our visitors think the page ends due to a horizontal design? o how can we encourage visitors to scroll further? o which elements should i place in the red zone? visitor recordings o how do visitors behave on my website? o how do visitors respond to certain elements? o where/why do visitors drop off? 4.3 form analysis → zuko how many visitors see my form? how many visitors start filling out the form? at which fields do they drop off? how much time does the visitor spend filling out the form? how much time does the visitor spend per field? what error messages are displayed, and how frequently? which fields do visitors return to the most? what path does the visitor take in the form? 4.4 live chat analysis/customer support interview live chat: o a small percentage of visitors initiate contact o reveals pain points o analyse around 100 chat transcripts o categorize issues (shipping, payment, pricing, product, etc) o count the most common categories to identify the major pain points customer support interview: o identify the most frequently asked questions o uncover pain points 4.5 user testing what is user testing: o “in user research, we analyse the actions and thought processes of a user through observation” how does it work: o you create a task list for the participant o you find a participant to perform the task, preferably someone from your target audience o the participant carries out the task and verbalizes their thoughts aloud o you observe and record the session o repeat this process with 5 to 10 different individuals what do we want to achieve: o with user research, we aim to answer the ‘why’ question and create empathy with the visitors to gain profound insights why user research: o understanding the user’s thought process o creating empathy o gaining insights types of user testing: o face-to-face user testing  ▪ controlled setting ▪ respondent receives a set of tasks ▪ not a natural environment ▪ tendency towards socially acceptable answers ▪ fresh perspective? o remote user testing ▪ at the user tester’s home (natural habitat) ▪ tools: usertesting.com ▪ flexible ▪ no personal contact ▪ more reliable than face-to-face ▪ quality? o live remote user testing ▪ user testing at the tester’s home (natural habitat) ▪ tools: microsoft teams ▪ semi-flexible ▪ personal contact user testing tips: o embrace criticism o not all comments are relevant o provide context for the questions o pay extra attention to the checkout process/leads page o a purchase in a user test is not a real purchase o ask for verbal feedback o make it clear that you gain nothing from socially acceptable answers but everything from honesty example questions for user research o ecommerce ▪ Imagine you are looking for a new pair of glasses or sunglasses, and you land on this website. Go to the following site: www.domain.com. ▪ Look at the homepage for 5 seconds. What is your first impression? Would you make a purchase on this site, and why or why not? ▪ Browse for an item under €100 in your size that you would actually buy (Take as much time as you need). Look at the product page of this item. What information are you looking for? Is there anything noteworthy on this page? Are you missing any information? After answering the questions, add the item to your cart. ▪ Purchase a medium-sized Ray-Ban glasses priced between €50 - €100 with a square shape. Once you have found it, go to the product page. ▪ What questions do you have about this product? Do you have any fears, doubts, or uncertainties if you were to purchase it today? Add this item to your cart. ▪ Go to the cart page. What do you think of the page? ▪ According to you, what elements should a cart page have? How would it ideally look for you? ▪ Once you're done, click on checkout. ▪ Describe your initial thoughts about the checkout page. Is there anything specific that catches your attention? Would you proceed with your purchase in a real scenario? What is holding you back? ▪ Enter all necessary information, proceed to payment, and select Maestro. Go to the next step and then click on purchase.  ▪ What was your overall experience on this site? 4.6 five second test first impression what is the website about? what is being offered? why should i be here and not with the competition? tool: lyssna.com expert review disclaimer: best practices do not work for all websites. what works for one website may not necessarily work for another. do not see it as ultimate truth, but rather as a starting point for further research readability o contrast o font size: minimum 16px, max of 4 different font sizes o whitespace: start new paragraph every 3 to 4 lines o headings are summaries of paragraphs o columns read better on desktop: aim for a line length of maximum 70 characters o left-aligned text is the easiest to read call to actions & buttons o ensure contrast o align the CTA with the main goal of the page o make clear what the main button is o don’t let visitors overthink forms o less is more o be crystal clear o use real-time inline validation o error messages in the form o indicate what is mandatory o explain why you are asking for specific info (like address, phone number, date of birth,…) o break up long forms o start with the easiest fields o do NOT use inline labels o use dropdown menus sparingly o show password o don’t make password selection too complicated home page:  o most visited page o clarify the value proposition ▪ use a static photo in combo with the proposition o guide visitors to another page o background videos distract o create a typical layout o logical menu bar structure o make the search bar visible o ‘buy now’ doesn’t belong on the homepage o avoid stock photos o avoid making language errors o display special categories category page o has to aid the visitor in their search o place filters in traditional locations: ▪ filters on the left inside a rectangle ▪ sorting options above products on the right (or centered at the top) ▪ filters should be logical (a-z) ▪ default to most ordered or most popular ▪ x recommended o ensure that the filters are clearly visible o do NOT remove filtering and sorting options on the mobile version o use high-quality product photos o display 3 to 4 products side by side on desktop o display alternative photos o make everything clickable o CTA “more info” or “view details” o do NOT hide the prices o paginatoin vs infinite scroll o each filter option should be a separate action product page o provide visitors with sufficient info o persuade with your copy o describe the benefits o use high-quality photos o provide zoomable photos o add reviews and ratings o allow visitors to rate reviews o do NOT use fake reviews o include any negative reviews as well o add a sorting function to reviews o indicate when a product is out of stock o provide a waiting list option o offer the option for customers to pay afterwards o display similar product recommendations o add previously viewed products o clearly state the delivery costs and payment methods o Indicate whether the product is available for delivery or pickup, whether returns are free, how many days you offer for returns, the duration of the warranty, etc o The Most Wanted Action (MWA) button should be large enough with sufficient white space around it.  shopping cart o make shipping and return conditions clear o show which products are in the shopping cart o make it possible to adjust the quantities o check whether the product photos are clear o make sure choices are saved o make coupon code field subtle check out o provide the option of a guest checkout o ensure a secure webshop and appearance o one page vs multipage ▪ one page: ▪ multipage: o show a progress bar (multi) o backbrowser without info is lost o add contact details and live chat o use loading indicators o repeat the order details, such as products, price, quantity, delivery costs, etc o show the delivery time o don’t charge unexpected costs o make sure that international visitors can also enter their address correctly o allow special characters such as é, à, etc o allow the most popular payment options thank you page o describe what the customer can expect o repeat the visitors email address o show the complete overview of the purchase o try to cross-sell o add a “continue shopping” button psychology 7 Cialdini principles people don’t make rational choices don’t exaggerate, make choices Cialdini: 1. reciprocity 2. consistency - dedication 3. social proof 4. authority 5. linking 6. scarcity (time, price, number) 7. unity Class 6 content marketing what is it? strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience and, ultimately, to drive profitable customer action content marketing is the art of understanding exactly what your customers need to know and delivering it to them in a relevant and compelling way goal: long-term relationship that benefits the brand and the customer how can we look at content: why does content marketing matter? authority o people trust experts. there is no better strategy than to show how strong your knowledge is in a certain domain rank in SERP o the more content, the more qualitative and relevant content, the more likely you are to rank well in the search engines long-term o advertising is fast, but is temporary o content is slow, but durable help sales o content is almost always the first step in a sales process o 60% of B2C decisions have already been made before people even enter a store content model planning a content strategy (Explore) a long-term strategy for content before you start creating content, you need to take some time to ask yourself: o who al i creating content for? o what content is my audience looking for? o how does my content perform? o can people even find me? o what content is already available? o what do i want to achieve with my content? o what’s the purpose? a long-term strategy identifies and organises all the opportunities, initiatives and campaigns over the course of a certain timeframe (eg. one year) the ultimate goal is to have one unified document that you, your team, and your client can use to keep track of your long-term marketing initiatives → think of your long-term content plan like a savings account it helps you stay organized content is not just about supporting the marketing team exploration phase: a solid, long-term content strategy is based on preliminary research. this helps us to better understand the audience(s) search volumes, trends, challenges, and goals audience template for content: our content is where (audience) gets (this type of info) that offers (benefit for the audience) keyword research: → the process of finding and analysing clusters if search terms, search volume and learning how the users behave through search different tools can be used o mangools o SEO reviewtools (free) o Semrush o … KPI workshop: → really drilling down on the client’s goals, how content can answer these goals and how we are going to measure the success Q1: why content marketing? what’s your goals? before you start creating a content piece, you need to know:  o why are you creating content in the first place? o what should be the end goals of your content? o how are we going to measure this? each piece of content should be tied to a goal, that is also directly related to the overarching goals of the organisation. this created alignment and focus for every piece of content you crete each goal you set should be a SMART goal. Q2: who do you want to reach? what does your target audience look like? what questions do they have? what keeps them awake at night? what motivates them? what drives them? what challenges do they have? answering these question can help you to know: what kind of questions do they have in the different steps of the journey? what kind of content can help to get them to the next step? where can we find touchpoints? 1. bringing together relevant stakeholders 2. map all customers 3. cluster & define parameters Q3: what do we already have? there comes a time in every marketer’s life when they have no clue how many content there already is and where it has been published you know it’s time for a structured content mapping: o map and cluster existing content o indicate organic performance of existing pages o indicate potential (based on keyword research) o indicate non-performing pages o indicate content gaps (based on customer journey or keyword research) Q4: what’s the potential keyword research is the process of finding and analysing actual search terms and search volume that people enter into search engines a keyword research helps to: o indicate search volume o show what people are looking for o optimise your website and blog structure Q5: can they even find us? the success of your blog depends on how good your site is performing SEO-wise an SEO audit helps you to indicate weak points in the site and what you could do to improve this since this is a completely different academy, we won’t go into detail during this class building a content framework (Plan) content framework should contain a summary of your research phase, stating again what we want to do, who we want to reach and what the end goal should be content pillars are chosen around which content should be written; o taking your different target groups into consideration a content model (=way to plot content based on goal) is chosen and we settle down on a way content is structured on site o Hero, Hub, Help as content model o Pillar Cluster Model as way to structure content we decide on where content should be distributed and how (organic, paid, email,…) a defined process will help you keep your content running like a well-oiled machine 5 steps to building a content framework 1. conceptualise 1. work with content pillars or themes, this will help to you recreate content in an efficient way 2. create templates for each and every content piece, so that you can work quickly 2. plan a timeline 3. use a structure 4. visualize 5. assign roles distributing content (Execute) from execute to optimize: once the content plan has been approved, we can start creating content a content calendar should be made (Spreadsheet, Airtable,…) and shared with the client. use the content pillars and insights from the explorations phase to plot content throughout the year we should decide on roles and responsibilities for these people, setting clear expectations on what is expected from them a centralised location should be chosen in order to store content (Drive, Dropbox, Server,…) track progress through dashboarding and frequent reporting analyse content performance (Analyze) measure growth and return based on the goals you set at the start how to track content performance? google analytics might be your number one tool to track performance. thanks to analytics, you will see:  o the traffic share and how big the organic share is o the top performing blogs based on pageviews o the blogs that get the most downloads o how long people stay on your content google search console in order to keep track of your SEO performance (+ with other SEO tools) creating quality blogs (Optimize) there’s no point in creating content if there’s no return on investment blogpost best practices: mention the focus keyword at a normal cadence throughout the body of your post and in the headers whitespace is your best friend: it allows visitors to focus on the content and not on the clutter use sub-headers, bullets, and numbered lists to help your readers in terms of scanning the blogpost bold important text, but don’t go overboard. less is more use media like videos and visuals to break up your article use a font size that is big enough to read comfortably increase your page margins: the more narrow the margins, the harder your eyes need to work to read it use clear call to actions and make it as relevant as possible. get them to go to the next step of the funnel optimise for featured snippers, which are often given to the #1 article Class 7 1. intro to SEO 1.1 what is search? collective term for search machine & search behaviour SEA or search engine advertising o https://adssettings.google.com SEO or search engine optimisation o rank higher on the SERP (search engine results page) o rich snippets: panels with more information in google search machines: o google (most popular) o duckduckgo (privacy minded) o ecosia (environmental) o bing (microsoft) o baidu (asian market) example: writing for the algorithm? googles algorithm constantly changes google tried to give the user the best result → that should always be our goal google’s mission: give people the answers and solutions they need in that moment our mission: give people the answers and solutions they need in that moment how does google make this happen? → constantly update their algorithm and innovate to anticipate what people want how are WE approaching this? → make google understand our content and make our website easy to navigate how SHOULD WE approach this? → give people the answers and solutions they need in that moment 1.2 indexation spiders o bots of the algorithm crawling o google scans your site by clicking on each link it finds knowledge graph o knowledge databank of google indexation o putting knowledge into the knowledge graph google update o updates in the algorithm of google to understand content better and to better link it to searches 2. introduction to types of SEO 3. step 1: technical SEO audit your own website check the tools on your website → install the Wappalyzer Chrome-extension robots.txt gives instructions to search machines often used tp tell spiders what not to crawl goal: limiting crawl budget important when you have thousands of pages → to check if a website has a robots.txt go to yourwebsite.be/robots.txt (change the yourwebsite to the actual website) OR install the robots inclusion checker crome extension robots.txt commandos  user-agent: these rules apply to this search engine. * = all of them disallow: what should not be crawled allow: what can be crawled as an exception to a disallow rule sitemap: here you can find the sitemapso you can crawl faster 3.1 browseability check browseability sites with google quick check use it on any website in the world useful for competition analysis → find which pages are indexed by google: type “site:yourwebsite.be” in google (”site:https://www.worldsoundtrackawards.com”) are these all the pages you think should be in google? are there any you would want to leave out or add in? 3.2 sitespeed & mobile friendliness LCP (loading) largest contentful paint when is the biggest piece of content ready on your website? o less than 2.5 seconds = GOOD o between 2.5 & 4 seconds = could be better o more than 4 seconds = very bad FID (interactivity) first input delay how long does it take before an element reacts after clicking on it? o less than 100 milliseconds = good o between 100 & 300 milliseconds = could be better o more than 300 milliseconds = very bad CLS (visual stability) cumulative layout shift how “mobile” is a website after it has loaded? are there any elements still changing? o less than 0.1 seconds = good o between 0.1 & 0.25 seconds = could be better o more than 0.25 seconds = very bad core web vitals check it: 1. go to the pagespeed insights tool (https://developers.google.com/speed/pagespeed/insights) 2. insert the page of a website 3. look at the numbers and take note of the elements where your site should improve on frequent problems & their solutions: “use modern image formats”  o lots of images on the web are still JPEG & PNGs. they’re often too heavy in kbs, you can easily fix this with an online tool (tinyjpg.com) o webp is the latest and best image format for website but not supported on every browser limit not used javascript o javascript that loads when your website is loading but is not being used ▪ tell this to your developer o most of the time it can be fixed with easy-loading ▪ only loads code when the users scrolls that part of the website limit the impact of code of others o plugins and other extensions can make your website slow o look at your plugins, are there lighter alternatives? 3.3 website crawling with Screaming Frog → detailed image for each page 1. download Screaming Frog 2. free for 500 pages for each website you put in 3. scans every SEO element for each page 4. quick rundown of all your webpages 404 pages when the URL you type in no longer exists o page removed from the website o url name has been changed o a typo in the url every website will show a 404 to a user someday try to prevent this but also design a good 404 for when it does happen in screaming frog you can check what pages google has indexed but give a 404 1. open screaming frog 2. use the tab “internal” 3. sort the columns on status 4. see 404 pages? click on the link and check inlink on the bottom 5. now you see the pages that link to the 404 page → you can also use the free search console from google to check what pages are indexed how to fix 404 pages if you no longer need the page → remove the url from the site & the sitemap is there an alternative page you want people to visit? → 301 redirect duplicate content = content that is more than 80% the same on multiple pages consequence? o google doesn’t know what page is the most relevant so it may not show the best one o cannibalisation: when 2 of your pages rank for one keyword they both get demoted → can also happen without duplicate content o solution: rewrite the pages o other solution: canonical tags hreflangs:  for similar pages but in different countries/regions every page has a different url with a hreflang tag you let google know what page should show for what country → that way google doesn’t count your flemish page and your dutch page as duplicate content 3.4 sitemap → how to crawl the website sitemap.xml the sitemap is the blueprint of your website google finds your pages easier and quicker upload in the search console big websites: multiple sitemaps (50k urls) how to check: open ww.yourwebsite.be/sitemap.xml (yourwebsite.be is changed into what your website actually is) do you see all the pages you want to be indexed by google? if its not the address of your sitemap, maybe its on a different url of the website sitemap in the search console the free platform from google to share the info it collects on your website you can: o look up for which searchterms you appear o the position on the SERP for every term o the clicks you receive in the SERP o upload your sitemap o look up the pages that are (not) indexed o what websites link to you tips for a good URL-structure good websitestructure is key don’t stuff keywords in your URL use “-” between words remove dates from blogpages use lowercase characters don’t use underscores (”_”) http & https safe browsing is important links that start with https and a lock are safe ask your hosting provider to provide you with an SSL certificate 4. step 2: on-page SEO → audit your content on your website 4.1 keyword & topic research → what do people want to know and how are they searching for this? tools (small selection):  o free tools: ▪ SEO review tools ▪ google ▪ google trends o paid tools: ▪ Semrush ▪ Mangools ▪ Ahrefs ▪ Backlinko ▪ … ALWAYS REMEMBER: search volume o don’t make these mistakes: ▪ higher search volume is not always better → high search volume indicates a popular generic keyword. the more specific you go, the smaller the search will be but the more relevant your website could be ▪ thinking you can never rank for this keyword because of the competition. by providing the best content to your customer and an optimized website, you always have a shot keywords based on type important: no right or wrong way to do this a keyword list is never complete make a general list for your website and make a separate list for each page you want to rank don’t get overwhelmed, take this step by step o check your current stats in the search console o research relevant topics o collect your findings in a list → always think about search intent! analysis of your competition: → look at your competitors (in general but also in the SERP) who looks the most similar in terms of services and usps which competitors target the same group of people → look at the website of competitors and answer these questions: what content do they have? what keywords are they showing?  are there keywords they are showing for and we are not but we want to? (girl wtf is this for question) topic research: → from topics to keywords brainstorm the topics you want to write about what products are we selling? how are we describing them on the website? what services are we selling? how should we talk about them? about which topics do we want to build thought leadership? … → once you have a topic list, research the list with a keyword tool like Mangools 4.2 important parts for on-page SEO → an overview search intent & page intent keywordinjection meta ext readability scanable images & alt text linking mobile & voice search SEO-copywriting search intent psychology: in most cases, you dont get personas. in those cases, its best to rely on some psychological insight into your audience ofcourse, you dont have to be a psychologist, but knowing how people think will help you a lot o what questions do they have? how can we answer that? o what are their concerns? how can we alleviate that? o what are they excited or frustrated about? how can we respond to this? → you consciously identify the search intent for each individual keyword your own goals what do you want to achieve? what do we want achieve with our customers? what kind of words do we want to associate with our brand? what kind of content and topics do we want to cover? where do we want to reach visitors? are we active regionally, nationally or internationally? what kind of interaction do we expect from the visitor? who are our competitors in the market and in the SERP? what are they betting on? what concrete figures can inform your choice? keyword injection process keywords in strategic places o page title and subheaders o meta title and description o link text o first paragraph and throughout the body o alt text (images) google not only recognized exact keywords, but also variations on them o conjugated verbs, inflected adjectives, added words o sysnonyms o NEVER use incorrect keywords meta title and description in the SERP introduction to your website optimized for mobile title and description should create clear expectations (keyword helps) keyword + CTA questioning works very well (yes/no questions) solid structure job title | status | brand name topic of blog - brand name → view the meta description of your website via site:yourwebsite.be (change to actual website) in google readability humans? people are always your primary factor make the text understandable and clearly readable for your audience o expert audience: jargon is okay, but keep it understandable o casual audience: little jargon and with explanation make the text fun to read scanable we don’t read online - we scan offer crucial info on a sheet of paper (girl, how if online though) visually divide the page o white space o images, tables, graphs,… o CTAs o use of bold (1 central place per paragraph) o short paragraphs of different sizes (max 4 lines) crucial for mobile images & alt text choose relecant images for your topic o graphs o explain processes o examples of products people automatically respond to people: try to show relevant images with people do you sell coffee mogs? in additions to product photos, also show a photo of someone enjoying a cup of coffee with your mug (girl, this aint relevant to our assignment) choose high-quality images give relevant names to your files → you can go even deeper: image sitemap to focus heavily on image search linking internal linking: o internal links are links that you place between different pages within your own website o good internal linking helps your visitor navigate your site easily, which google greatly appreciates o place different links in your text, but make sure they are always relevant: ▪ contact links ▪ supporting content ▪ services relevant to the topic ▪ high performing pages  external linking: o external links show google that you are trying to help your readers as best as possible by referring to sources outside your website o some tips ▪ make your outbound links very relevant to your topic, both for google and for your reader ▪ what else does the reader want to know that we do not plan to share on our website? ▪ what trusted sources and brands do we want to be associated with? ▪ never link to direct competitors ▪ choose reliable sources, such as specialists or government websites ▪ link to websites with a high domain authority mobile: we read differently on mobile than on desktop google focuses on mobile for the best user experience text must be adapted to the narrow screen and 1-finger interaction copywriting for SEO signal words: o think of latent semantic indexing o use descriptive words relevant to your topic = signal words o in principle, it should automatically match any relevant text o future: no more keywords, only relevance persuasive copywriting: o convincing (or even good) copy: no ranking factor o important for SEO: on-page behavior and understandability for google ▪ do your visitors always leave immediately? does google not know what you mean with your text? then google will see the page as irrelevant and you will drop in the search results o possible problems: ▪ page does not match search query (page intent vs search intent) ▪ bad page experience (incl. copy) immediately sends people away ▪ dry copy doesn’t convince you to take action or revisit o do: ▪ write from your users point of view → whats in it for them? ▪ emphasize what people get when they work with you ▪ focus on the results of actions on the website ▪ give people the information they need to make a decision ▪ use descriptive and emotional words ▪ take cognitive biases into account o don’t: ▪ use negatively charged words such as “not”, “never”, “too bad”, UNLESS they are really thought out ▪ do: to make sure you find your way ▪ don’t: to make sure you don’t get lost ▪ use “we” from the brand (we do what we stand for) microcopy o interaction with the website: important for google and your company o microcopy: the short pieces of text that support your reader in their actions ▪ buttons for contact, downloads, product range,… ▪ forms: error messages and placeholders ▪ email subject and preheader  ▪ login and signup ▪ subscribe to mailing list ▪ 404 pages ▪ … → remember the same principles for your microcopy as for the rest of your copy: transparent, clear, inviting, descriptive, emphasis on what people get instead of what they have to do,… 5. step 3: off-page audit → all signals outside your website 5.1 why are backlinks important? linkbuilding google can see backlinks as toxic. toxic backlinks are links that do not meet the guidelines according to google important: google does not actually support link building (creating backlinks) because white hat backlinks must actually be sincere and spontaneous important elements: o added value for visitors ▪ link useful information ▪ relevant o determining priorities ▪ impact: how big is the impact if we have a backlink here? ▪ relevance o domain authority & domain rating (grain of salt) ▪ convenience: how hard is it to get a backlink here? ▪ trust: what are the chances that we will succeed if we try? the nonsense of domain authority and domain rating created by MOZ (DA) and Ahrefs (DR) estimation of how authoritarian a website it only works in one direction: incresing this score does not mean that you have better SEO  https://ahrefs.com/nl/backlink-checker from which websites are baclinks interesting? domains that themselves have a lot of authority & reliability websites that deal with a similar topic websites that have not previously linked to you check backlinks: → check your backlinks via SEO Review Tools (free backlink checker) 1. open the SEO Review Tools backlink checker 2. type your website into the search bar and click on the reCAPTCHA 3. you will now see the top 100 links that lead to your website 4. take a look at the top 20 websites that link to you. what do you see? outsource off-page requires a separate skillset (PR, large network,…) that we need less with technical and on-page we also often call it Digital PR because its so extensve we usually outsource BUT we do check the quality ourselves examples of off-page SEO backlinks = focus in this workshop (almost everything below can also be seen as a form of backlink) guest blogs directories social media marketing brand mentions (linked or not) scoring backlinks: 1. stand out with quality content 2. make warm contacts 3. monitor competitor links 4. offer websites to create content for them (quality guest blogs) 5. contact directories relevant to your business 6. quick win: look for where you are already listed without a link 7. find plagiarized images and offer usage with the addition of a link 8. find relevant websites with broken links and offer a working link from your website 9. pay someone to generate links for you Class 8 (presenting) 1. content: 6 tips: 1. get to know your audience 2. start with the problem 3. set a concrete challenge 4. simple narrative 5. make it authentic 6. visualize & illustrate 2. visuals: ?? showed pictures and slides with a lot of text 3. you:  define roles upfront rehearse Class 9 0.1 back to the customer journey: how to utilise online advertising in each phase SEE: your target audience is not aware of a problem your company could solve for them. they are also not searching for your product/brand in this phase you can make them aware of the problem or inspire them to start searching in the right direction how to approach your audience: o bring your product/brand/company to their attention o create trust: what can people expect from you? o be aware the audience is not ready to buy what type of content can you use? o easy and fast content: listicles, toptopicals (current events), infographics, blog posts,… o try to create a first touchpoint: eg. brochures, e-books, whitepapers in exchange for their data o whatever you do, make sure the first contact is a pleasant, positive experience THINK: your target audience is actively searching for a solution to their problem or their needs different solutions, companies, brands, etc. are being considered how to approach your audience: o position your brand as the expert on the topic o suggest concrete solutions to the problem or needs o write detailed, evergreen content about the topic o show why you are the best choice for your audience, highlight your USPs what type of content can you use? o bring people directly to the right product pages o make movies about how to use the product o testimonials from previous buyers or users o more detailed e-books, whitepapers,… DO  people decide to buy how to approach your audience: o use sales or promotions o your online checkout flow should be flawless o use micro-copy to reassure customer, eg. how many stock is left, payment and shipping options, clear from fields & error messages CARE make sure your customers return and/or become ambassadors for your brand/product how to approach your audience o send follow-up emails o use their user-generated content on your channels o give them access to VIP stuff that helps them reach new customers, eg. affiliate programs, discount codes to share, gadgets, birthday discounts,… targeted advertising: online platforms can use your information to target ads to you: what you watch, like, share, click or comment is being used to deliver targeted ads to you but also your socio-demographic info: where do you live, your age, gender, income, work, school, etc websites can even connect to your google or social media platforms to see if your profile has visited the website, bought products, subscribed and more 1. advertising on social media 1.1 facebook still the biggest platform based on your data you can make your ads super relevant push marketing see what competitors are doing: https://www.facebook.com/ads/library/ ad library is a great way to one-up the competition or get inspired for your own ad creatives 1.2 instagram younger advertising audience same ad platform as facebook → so you can set up ads for facebook & instagram in one go higher engagement rates than FB less users instagram stories & reels > FB stories & reels core audience or saved audience: attributes based on socio-demo & psychographical criteria o gender o age o location o interests (hobby, likes, fandom,…) custom audience: customer lists (excel) web activity (if pixel is installed on website) activity in mobile app (if pixel is on app) engagement on FB or IG pages or posts/ads/events/videos piece of code you can add to your website yourself with google tag manager or let a developer add to your website with this code, your website sends cookie data to Meta so Meta can let you send ads to these visitors based on their actions on your website but with new privacy laws it becomes harder to use third-party cookies like this. so this type of hyper targeting is at risk of disappearing European privacy officials widen ban on Meta’s behavioural advertising to most of Europe (2nd of nov 2023) if targeting becomes less relevant to the user, we will need to focus on better creatives (copy + image/video) used in the ads to stand out amongst the crowd (other advertisers). → you can compare it with tv commercials, only the best will catch your attention FB and IG to offer subscription for no ads in europe lookalike audience: based on a source audience the Meta algorithm decides on similar traits between the people in your source group and looks for similar people who haven’t had any connection to your page, posts, or website before advertising goals: meta guides you a lot along the way when setting up ads but it’s still important you think about what you want to achieve with whom: what has to change for what audience to reach a certain target? what do you want to achieve? a push in the customer journey or a conversion? for who? what is the best way to do that? what is the best message that fits that goal? 1.3 linkedln specific target group ad platform looks very similar to Meta very B2B focused other platforms are better for B2C less users 1.4 pinterest more a search engine than a social network pinterest shows results based on their smart feed algorithm to score organically you have to delve deeper into “pinterst SEO” but you can also show ads in the pinterest feed where people are looking/searching 1.5 tiktok fastest growing platform tiktok was the most downloaded app in 2022 the average user opens up tiktok 19 times a day kids spend on average one hour or more on the app each day  most users say they want content that makes them laugh we can also advertise on tiktok influencer marketing is also huge on tiktok 1.6 snapchat 2. google advertising options google advertising options 1. google search a. text based ads b. ads are shown on the search engine result page (SERP) c. ads appear above and below organic search results d. the SERP has 9 or 10 organic results + max 7 ads e. max 4 ads at the tip and max 3 ads at the bottom of the SERP f. ads play in on the intention of the user through the search terms (pull marketing) 2. google display a. banners (→ are shown on different websites) b. ad banners get shown in the google display network c. websites can put codes on their site from the display network and google fills these spaces with ad banners d. the banners you see are based on your google profile e. check your profile here: https://adssettings.google.com/ f. push marketing 3. google video a. ads on youtube (before or duing the youtube video) b. you can use videos from your own youtube channel (private or public) to advertise c. you can also use banners and text ads d. some ads you can skip, others you can’t. we can choose this as advertisers but there are certain conditions your video has to meet e. is mostly used to raise awareness for a brand or product (push marketing) 4. google shopping a. product ads (that appear based on your search terms/keywords) b. these appear above or next to the SERP c. you see the product, a description, price, shipping costs, and the seller all at once d. you click through to the product without having to navigate the website e. powerful ads to put your products at the top of the SERP 5. google app a. app ads b. advertise your app above other apps on google play store c. promote your app when people are searching on the play store d. based on machine-learning google will show your app to the right people 6. google demand gen a. demand gen b. advertise on the google feeds like google discover or gmail c. combination of text & visual to make attractive ads d. these get shown to your target audience, not based on keywords e. comparable to google display but only on google owned feeds 7. google performance max a. combination of all the previous ad types 8. google transparency centre a. transparency centre is a great way to one-up the competition or get inspired for your own ad creatives numbers you need to understand 1. the position of your search ads the best position is one of the 4 places at the top of the SERP  impression share: o of the total searches for this keyword, how many times was your ad shown overlap rate: o when are we shown together with the competitor position above rate o when you are shown with this competitor, how many times are they shown in a higher position than you top of page rate o how many times were your ads shown in the top 4 positions? absolute top of page rate o how many times were your ads shown at the number one position outranking share o tells you how often your ad ranked higher in the auction than other advertiser’s ad, or if your ad showed when theirs didn’t how to rank your ads higher at the SERP o make sure google gives you a better ad rank: ▪ Write relevant ad texts by using the keywords you advertise on in the ad copy ▪ Use CTA’s in your ad copy ▪ Make sure people are being sent to the most relevant URL for the keyword ▪ Make relevant landingpages for the keyword you advertise on ▪ Website optimalisation (speed, CRO,...) 2. the quality score of your ads 1. how is your ad copy? 1. keep a look at the qualityscore of your ads 2. you can see how well your ad is written by adding an extra column in the google ads platform 3. go to an ad group and select “adjust columns” 3. the average CPC 1. google automatically bids for you based on your daily budget 2. how to get to a lower CPC 1. increase the quality score of your ads 2. choose “cheaper” keywords to advertise on 3. use negative keywords 4. don’t always advertise all day every day 5. be aware of match types (broad, phrase, & exact) 6. make sure the experience on your website is good 4. CTR, CPA & conversion percentage 1. you may have to add these in your columns: 1. CTR = the number of clicks you get for your impressions → how higher the CTR, the more relevant your ad copy must be for the keyword 2. CPA = cost per acquisition. how much budget do you have to spend to create one conversion 3. conversion % = how many conversion do you have after your clicks → how higher this number, how more relevant your website is for the keyword you advertised on don’t see your conversion in google or social ads? → conversions are not a standard. you have to configure this