Fast tracking user acquisition March 14
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Transcript of Fast tracking user acquisition March 14
Ed Davidson@ @davidsoneaGeneral Assembly London12th March 2014
Fast tracking user acquisition
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Who I am Who I’m not
GENERAL ASSEMBLYFAST TRACK USER ACQUISITION
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• Frameworks, Exercises, The Meat• Running Lean• Choosing early-stage channels• Conversion basics and tracking• TIMITI • Future channels
What we will cover
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• Introductions • What you want to get out of the session
Who are You
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Framework 1 – Media types
Paid Owned
Earned
Converged
Sponsorship
Advertising
Paid search
Site
Blog
Youtube channel
Twitter account
WOMPress coverage
Buzz
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Build awareness KPIs – UV, fans, Audience share
FAST TRACK USER ACQUISITION GENERAL ASSEMBLY
Framework 2 - RACEBuilding awareness
Interaction with a brand
Goals
Repeat and delight
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Framework 3 – Conversion funnel
ImpressionsOr eyeballs
- Remarketing- Shopping cart abandonmentCommunications- Shareability
- MemberGet member Tracking
-N.b – Closed loop reportingGoal 4 Sales
Visits
Goal 1 – Email sign-up
Goal 2 - registration
Goal 3 – shopping basket
AB split testing
Product improvements
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CPA = Cost per actionLTV = Lifetime valueLTV – CPA = Profit!ROI or ROAS = Return on Investment/advertising spend
Optimising requires measuring everything in between. •Click-through rate (CTR)•Cost per click (CPC)•Conversion rate (CR)•Average order value (AOV)
Marketing Jargon - KPI’s
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running Lean
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“A startup is a temporary organisation designed to search for a repeatable and scalable business model” – Steve Blank
“Less Transformers, more Blair Witch Project” – Ryan Holiday
Test, measure, learn: TIMITI
Lean startup Marketing
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Traffic light system
GENERAL ASSEMBLY
As you progress, your business model isn’t fiction, it’s fact.
= Happy Investors!
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What if scenarios
Attraction efficiency
Site conversion efficiency
Lead conversion efficiency
Costs
Profitability
Average order value
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• Think about your own Conversion funnel.
- What are your conversion Key Performance Indicators?
- What actions do you want your customer’s to take?- Registration, Email sign-up, phone call
- What assumptions are you trying to validate?
5-10 mins
Exercise 1
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No mums!
•Customer personas, Customer journey mapping•Treat it like a tap •No one-off traffic yet•Fast cycle times – “Measure” and “validate” •Continuous customer reference•Branding slowly but surely •Make big wins
What makes a good Early-stage marketing channel?
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What does this mean?Paid, I’m afraid!
GENERAL ASSEMBLY
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Anything people search for – AdWordsDemographic targeting – FacebookInterest targeting – TwitterPhysical products – KickstarterB2B – Go sell – LinkedIn
Choosing your Channels
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Your First 1,000 Customers
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• Auction• Ad position• Account structure• Keywords• Quality score• Campaign history
Adwords overview
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• In theory 1p more than the ad below you
The auction
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http://www.wordstream.com
Ad rank CPC Bid Quality Score
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• Keyword relevance – matching • Ad relevance – click through ratio• Landing page experience – Engagement rate
Quality score
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Ad positioning options
GENERAL ASSEMBLY
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structure
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• Network choice• Naming structure• 1 goal per campaign• Ad groups – Keywordsads bids
• 3 ads per Ad group• Automated rules• Daily campaign budget
• Automatic or manual bidding
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Keywords
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• Customer personas• Your company – your site• Tools – Google’s Keyword Planner• Average monthly stats, competition levels, Average CPCs
– SpyFu or Ubersuggest
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Keywords match types
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• Broad match - Misspellings, synonyms, longer phrases including keywords
• Phrase match – Phrase, close variations of that phrase• Exact match – Exact term and close variations of that
exact term
Negative
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Ad creative
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- 25 characters for headline, - 70 characters to explain what you- 35 characters of display url
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The triangle trick
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• Assume everything has history• Campaigns, Ad-groups, ads, keywords• YOUR DOMAIN!!!• Pause poor performers quickly.
Account history
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• Mock out your Campaign structure.
- Which campaigns would you use?- Which keywords relate to your business goal?
- Which themes could each keyword be grouped to?
- Which ad copy would you test?
5-10 mins
Exercise 2
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Conversion Turning clicks into cash
GENERAL ASSEMBLY
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Landing page best practice
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Landing page 1 Landing page 2
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• Relevance• Integration with referral source • Sufficient detail • Page length• Meaningful graphics • Signposts – Call to actions
Lots more opportunities to Test
Landing page guidance
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• At least 3 pages of good unique content
• Terms of service & Privacy Policy• Optimised meta titles, H1, Body
Do not go live without:
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• Sketch out an optimised landing page for your business.
Think:- Relevance, integration, detail, sign-posts, length
- Headline, image, data collection, call to action
5-10 mins
Exercise 3
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Paid Socialnew ways of targeting
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• People don’t always search• A relationship – often more fruitful • Conversion starts with the networks themselves
Average Facebook user - 15 mins per day!
Social paid channels
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• 1 billion active users– 24 Million UK
• 64% Active mobile user• Self service for ads in 2009
• Options– Boost page engagement – Increase page likes– Traffic to your site– App installations
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• Experiment - ad formats • Build an audience • Build conversations to become conversions
• Make it engaging, you are pulling people away from pics of cats….
Facebook Tips
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Advertising - Placements
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• Sponsored results in search bar• FB exchange – retargeting• Right rail – tighter creatives• Newsfeed – sponsored story
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Ad creative
• Text • Image• Social endorsement
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• Geo, Age, Gender• Connections and friends of connections • Sexual orientation and relationship status
• Education• Advanced – Custom audiences and Look alike groups retargeting
• CPM or CPC
Targeting and budget
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• 200 million active users– 15 million in the UK
• 80% mobile• Launched on self service end of last year
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Types of ads
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• Keywords• Interests or followers • Gender• Device
Targeting
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• Optimise for a click-through• Remove #hashtags, @handles & pics and focus on the link
• Keep tweets colloquial very different from a search ads
Twitter ad tips
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• Discuss what would be the most appropriate Paid social network for your business?
- Why are your customers using this network?- What targeting options would you want to use?
- What would be the type of creative you would use to increase conversion rates?
5-10 mins
Exercise 4
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Early engagementOpening up the Comms channels
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• Auto responders – Mixpanel or Intercom.io
• Engage directly with customers• Turbo charge early adopters – Share their experience – Member get member schemes– Build up product reviews
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• Olark or Bold chat• Prompt to engage• Hear about opinions earlier – make changes quicker
• In App through Appentive
Live chat
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Future opportunitiesGet in there quick
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• Instagram – 8 mins a day – 130 Million active users– Owned by Facebook– Looking to monetise– First ads for large businesses – Mixed response
• Pinterest – 15 mins a day – 50 million active users– Personalised pin recommendations – Rich pins – Recipes, articles, product
movie and now place
Looking to the future
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• Facebook Power editor• Adwords Editor• Google Keyword Planner – Keyword research.
• MailChimp for email• Google Analytics or Mixpanel• Strikingly – Simple landing pages• People per hour – Freelancers• Mouse flow and Crazy egg• Olark Live chat
early stage Tools
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Takeaways
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• Targets, budgets and funnels• Measure everything - TIMITI• Know your customers • Test your channels • Consider conversion • Engage
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Wider reading
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• http://www.hubspot.com/• http://econsultancy.com/uk/blog• http://adwords.blogspot.co.uk/ • http://www.searchenginejournal.com/• http://unbounce.com/blog/• http://www.socialmediaexaminer.com/• http://growthhackers.com/• https://www.growthhacker.tv/