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by: Hannah Notetaker

Test Econ 101

Hannah Notetaker

GPA 4.0
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About this Document

test notes
Introduction to Macroeconomics
Dr. Smith
Class Notes




Popular in Introduction to Macroeconomics

Popular in Economcs

This 7 page Class Notes was uploaded by Hannah Notetaker on Monday January 11, 2016. The Class Notes belongs to Econ 101 at Air University taught by Dr. Smith in Fall 2015. Since its upload, it has received 43 views. For similar materials see Introduction to Macroeconomics in Economcs at Air University.

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Date Created: 01/11/16
Module 9: Scaling Checklist: 1. Setup Conversion Tracking and Analytics 2. Adwords Account a. What is Scaling? Scaling allows you to setup and run some test campaigns and then see how they convert. Important Tip: Test your campaign by bankrolling it with around $10-$20 for starters – this will help you figure out which ad groups are pulling in the sale so you can push your ad spend over that particular ad group b. How to Scale Your Video Ads Scaling your video ads requires that you setup your conversion tracking and analytics first – this will help you to later on turn off ad groups that aren’t performing and scale those that do. c. The Rest of Module 9 1. Dive into a campaign and find out what’s happening 2. What you can do to increase your ROI 3. Scaling Methods and How to Split Campaigns to Get More Out of Them Scaling (Live) Summary and Important Key Points 1. Checking Out Your Analytics 2. Finding Out Which targeting Groups are Converting 3. Clicking into those targeting groups and diving into deeper to see which ads groups are converting 4. Setup Specific ads for each particular targeting option 1. Impression Share – will tell you if you’re bidding high enough and if you need to raise your bid to get a good chunk of the impressions How to Scale Campaigns 1. Figure out where your conversion are coming from 2. Figure out what your cost per conversion is Go to columns – modify columns to show conversion – scroll down to competitive metrics – display impression share – click apply Once the results pop up, you can now check costing per conversion Click on conversion name – check the result to see where you’re selling and what you need to scale. The results would require that you manually analyze the data so you can figure out which ad groups should be turn off and which ones you can push some more. Things to look for: Conversion, CTR (Click Through Rate), and Impression Share To look at a specific ad group, click on the ad to show more in-depth data. The tabs are pretty straight-forward and the data should be able to provide you with the information you need to see which ads need improvement, which ads need to be paused, and so on. Play around with the different tabs: Demographics, Interests, Remarketing, Placements, Topics, and Keywords. Note that tabs can be filtered so you can choose those that contain data that matter to you. Tip: Setup in-display and in-stream ads separately because the in- stream ads tend to eat up all your budget making it harder for you to get more traction on your in-display ad Module 10: Crafting Video Ads Summary 1. Video Scripting Guides 2. In-Stream and In-Display Videos 3. Tips for filming videos In Stream Videos Important tip: You only have 5 seconds to get your viewers attention. 1. Pattern Interrupt 2. Qualify your viewers (with pattern interrupt) 3. Call to Action 4. Address the Problem and Explain what is going on 5. Educate (Using the video and the product) 6. Call to Action 7. Extend Call to action Watch the video demo of the tips when creating in-stream videos In-Display Ads 1. Make a video 2. Doesn’t have to be commercial 3. Videos can be as long as you need to get your content out 4. Keywords Must match your ad copy to help you make more views Important Tips: 1. Ad copy and thumbnail are crucial -Do your market research. Try putting in your keyword on both YouTube and Google and see which thumbnails come up - Make your Video thumbnails interesting - Check your analytics for viewer retention rate so you can figure out which specific times people drop out. This will help you tweak your in-display ads so you can drive traffic back to your website Scripting In-Display Hook – make sure you have something interesting can drive people to click your video Overview – a brief summary of what the video is all about. Call to Action Filming and Producing 1. Don’t Overthink the Quality 2. Good audio is #1 priority 3. Keep it visually engaging 4. There is no need for expensive equipment 5. The most powerful videos are those that people really want to watch Production Options 1. Fiverr 2. 2. PowerPoint and Scale Recorder 3. In-person video (via webcam) 4. Motion Video 5. Video Creation software Next Steps 1. Download the scripting templates 2. Craft your first ad 3. Film the ad (camtasia or PowerPoint) 4. Setup your Ad based on what you’ve learn so far from this module Module 11: Retargeting Strategies Retargeting = Remarketing (as used by adwords) will be used interchangeably Summary: 1. What is retargeting/remarketing 2. When to use retargeting 3. The types of retargeting available 4. Basic setup - YouTube - Adwords What is retargeting? -a cookie based technology that allows advertiser to “stalk” their audience around the Internet -Pixels don’t change the look and feel of your website -can be done without a site (YouTube) -pixels can stay active up to 540 days -Deadly effective because it focuses adspend When Do I use retargeting? 1. Whenever possible 2. Use as part of a larger marketing strategy 3. When someone shows interest in what you have to offer but doesn’t take action 4. When someone has purchased from you before and you have a new offer/product 5. When somebody didn’t take the upsell but bought your FE offer Types of Retargeting 1. Email List 2. YouTube Rule Based 3. Adwords Pixel Based The Rest of this module 1. YouTube Rule Based setup 2. Adwords Pixel Based setup 3. Email List setup YouTube Rule Based Retargeting Checklist: Linked Adword Account to YouTube How to Create a YouTube Rule Based Remarketing Lists 1. Go To Shared Library then Click Remarketing (will not show anything if you don’t have any list) 2. Choose from the available list 3. Choose your YouTube channel – 4. Input the required information 5. YouTube Remarketing List created based on YouTube Based Rule. *Note that the channel should have 100 users before it can be used to create the list Adword Based Retargeting Checklist: Adwords Account How to Setup 1. Shared Library 2. Audiences 3. Tag Details –this will give you your AdWords Tag 4. Click Setup to get the code. You can email the code to yourself and or just copy it. 5. Download the Google Adwords Remarketing plugin then install. 6. Follow the installation guide. Paste the code in the plugin settings. 7. Create a remarketing list using the adword code using your adword account. 8. Play around with the options and decide which rule you’d like created. 9. You can put in the complete url or just the keyword you wish to create a retargeting list 10. Go through the next page and enter the information required. Tip: maximize the list to take advantage of the pixel duration, which is 540 days 11. Click SAVE. Tip: Check out the different audience insights to help you understand who your audiences are, where they are from, what devices they are looking etc. Note: Downloading the Adwords remarketing Plugin will save you time creating and installing pixels as it takes care of everything site wise. Email List How to Setup 1. Go to Shared Library 2. Add a remarketing list and choose customer emails 3. Name your list. 4. Upload a list of your customer email (csv file) or custom combination 5. Google Adwords then matches the uploaded emails to what you have on your list then deletes it after 7 days. 6. Click Upload and Save List 7. Email Based Retargeting List now setup .


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