Lessons from 95 Years of #PPC and 4 Years of Teaching It

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LESSONS FROM 95 YEARS OF #PPC AND 4 YEARS OF TEACHING IT Part 1: PPC Education Research Part 2: 10 Tools to More Empathic and Strategic PPC Kahlil Corazo @kcorazo | corazo.org PPC Pinas 2013
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Results from my PPC Education Research and 10 tools for more empathic and strategic PPC from my experience of training undergrads for annual Google's PPC competition, GOMC.

Transcript of Lessons from 95 Years of #PPC and 4 Years of Teaching It

  • 1. LESSONSFROM95YEARSOF#PPCAND4YEARSOFTEACHINGITPart 1: PPC Education ResearchPart 2: 10 Tools to More Empathic and Strategic PPCKahlil [email protected] | corazo.org PPC Pinas 2013

2. Kahlil CorazoMy context: I teach PPC to undergradsGOMC 2011 Global Top 20GOMC 2012 Asia-PacificChampions*The Google Online Marketing Challenge (GOMC) is an annualcompetition of undergraduate and graduate students all overthe world hosted by Google. It is a great tool for experientiallearning; to compete, teams of students plan, execute andoptimize real PPC campaigns for real businesses. In 2012,more than 11,000 students joined the GOMC. 3. What should PPCstudents be taught? 4. Lets ask the pros! 5. John Crestani Jeff Ferguson Rene Olano Brent GaynorJason Lancaster Mannix Pabalan Pandiyarajan JP BissonCell Jacela Pablo Kunert Soso Sazesh Hans Koch95 Years of Collective PPC Experience 6. This is not asurvey.This is tappinginto 95 years ofcollective PPCexperience. 7. Quality of interview data.Diversity in some areasand lack of it in others. 8. 100% 0% 9. Gender Asked InterviewedConversionRateWomen 7 0 n/aMen 32 12 37.5%Hey, I tried.This reects the broader imbalance between men and women in PPC. For instance, in PPC Heros 25 most inuential PPCexperts, only 4 are women. This is a similar situation across science, technology, engineering, math (STEM) elds. 10. SynthesisSynthesis posts and all interview notes available at corazo.org 11. Key characteristics of good PPC prosIntellectualVirtuesTechnicalskillscapabilities 12. Key characteristics of good PPC prosIntellectualVirtuesTechnicalskillscapabilities 13. PPC is a profession where you needto use both the analytical (left) andcreative (right) sides of the brain.Jeff Ferguson 14. SEM is equal parts science and art.Soso Sazesh 15. CreativeAnalyticalEmpathicStrategic 16. Mentioned by everyone.Basic MathBasic StatisticsAnalysis of data 17. Several mentionedcreativity but specicexamples are in itsoverlaps with empathyand strategy.Copywriting and managing perceptions.Keyword research. 18. Empathy: mentioned the mostafter analytical skills. "understanding of human psychology" "understanding consumer behavior" "understanding motivations behind search terms" "marketing"PPC and online behavioranalyticsOverlap between data analysis and empathy 19. The same way all Marines start asriemen, all PPC professionals startas marketers.Cell Jacela 20. Strategy How does online marketing play withinthe business? How does PPC play withinits online marketing? Conversion strategy. Understanding the macroeconomics ofthe platform (behavior and motivations ofits players, including the game master).Strategy X Analytics Structuring accounts for testing and optimization. Judging what the key metric are. Mental habit and work procedure of hypothesis testing(eg, A/B testing different copywriting angles, differenttargeting options and different landing pages). 21. CreativeAnalyticalEmpathicStrategic Math Statistics Data AnalysisUnderstanding marketsegments and theirmotivations and behaviorUnderstanding a clientsbusiness and the platformsecosystem. Conversionstrategy.AlwaysbeTesting.Knowingwhat thekeymetricsare. Structuringaccountsfor testingandmanagement.Copywriting, managingperceptions.TeasingoutthemeaningfromPPCandonlinebehavioranalytics.Newanglesintargeting(eg,newkeywords). 22. Key characteristics of good PPC prosIntellectualVirtuesTechnicalskillscapabilities 23. OrganizedDiligentMeticulousPatientPerfectionistPersistentHungry for betterperformanceCarefulThinks outsidethe boxCreative3/4 Swiss virtues + 1/4 Hippie virtuesAsian version: 3/4 Japanese + 1/4 FilipinoPolitical correctness disclaimer: any and all stereotypes here are used purely for explanatory purposes. This does not in any way imply agreement or non-agreement to any of these stereotypes. Furthermore, this does not imply agreement or non-agreement to the validity of the concept of stereotypes.Continuousimprovementand learningOutward lookingProblem-solverStructured mindset 24. There are simply no tricks in search engine advertising,display advertising and search engine optimization.Mastering PPC requires a lot of deep understanding,hard work, practice and time. There are simply noshortcuts, no secrets.Jeff Ferguson 25. PPC is one of those things that if youjust work hard enough, you willsucceed.John Crestani 26. Key characteristics of good PPC prosIntellectualVirtuesTechnicalskillscapabilities 27. Technical skills Spreadsheet JiujitsuThe platform (eg,AdWords)Tools (eg, AdWordsEditor, severalkeyword researchtools) 28. IExcel seems to be the favorite tool of PPC Pros. 29. Not understanding each function ofeach AdWords feature is like playingchess without knowing the moves ofeach piece.JP Bisson 30. A guide for planning trainings.A checklist for PPC candidates. 31. The gap betweenskills requiredand standard training,tools and processes. 32. PPC Capability Areas Mentioned in InterviewsCreative-EmpathicEmpathicUnderstanding clicking behavior - observe your own behavior.Understanding the customer - using customer personas.Analytical-EmpathicGoogle Analytics basics - take the certication course and exam.AnalyticalBasic concepts in statistics - explanation.Analytical-StrategicStructuring and optimizing campaigns - demonstration and hands-on.Mindset of testing - mentoring and hands-on.StrategicConversion strategy - mentoring. Understanding the PPC platformand its players - background in macroeconomics.Creative-StrategicKeyword research - demonstrate techniques. Creative thinking - throwquestions and scenarios.CreativeSwiss VirtuesTechnical SkillsAdWords and Google Analytics basics - take the certication courseand exam. Run a small campaign. Make mistakes in a controlledenvironment. Read books. Complete a PPC questionnaire. New features -follow industry blogs and twitter accounts. AdWords Editor, Excel -demonstrate and hands-on. 33. PPC Capability Areas Mentioned in InterviewsCreative-EmpathicEmpathicUnderstanding clicking behavior - observe your own behavior.Understanding the customer - using customer personas.Analytical-EmpathicGoogle Analytics basics - take the certication course and exam.AnalyticalBasic concepts in statistics - explanation.Analytical-StrategicStructuring and optimizing campaigns - demonstration and hands-on.Mindset of testing - mentoring and hands-on.StrategicConversion strategy - mentoring. Understanding the PPC platformand its players - background in macroeconomics.Creative-StrategicKeyword research - demonstrate techniques. Creative thinking - throwquestions and scenarios.CreativeSwiss VirtuesTechnical SkillsAdWords and Google Analytics basics - take the certication courseand exam. Run a small campaign. Make mistakes in a controlledenvironment. Read books. Complete a PPC questionnaire. New features -follow industry blogs and twitter accounts. AdWords Editor, Excel -demonstrate and hands-on.Only technical skillshave a lot of systematictraining. 34. You cant reallyteach this.The focus of current trainingand industry blogs. 35. CreativeAnalyticalEmpathicStrategicOpportunity: sharetools for empathyand strategy. 36. How do you bring ~20undergrads from zeroPPC to competitionlevel in a few months?Sharing toolsdeveloped from thischallenge. 37. And running customerdevelopmentworkshops (my othereducational interest) 38. 10WAYSTOMOREEMPATHICANDSTRATEGIC#PPCTools from training PPC championship teams. 39. 1Design the businesswebsite from strategyand not from convention(even if youre not in charge of web design)Ensures that the following questions are asked andanswered: What is the business all about? Who are its customers? What are the steps in the funnel, from awarenessto buying to loyalty? What are their desires and concerns at each partof the funnel? How do you address those desires and concernswith a website? What should be its content andtheir relative priority. What roles can online marketing play in thisfunnel? What is the conversion strategy? 40. After this exercise, itis very easy to build aPPC account basedon strategy! 41. 2Documenting thebackground of the businessand its customers.For my students, the pre-campaigndocument required by Google forentry to the competition does the job.http://www.google.com/onlinechallenge/discover/campaign-reports.html 42. 3Alternatively, use theBusiness Model CanvasFigure out the role ofonline marketing here.http://www.businessmodelgeneration.com/canvas 43. 4Brainstorm for customerempathy using XPlanesempathy map.http://glennas.les.wordpress.com/2010/08/empathy-map-example.jpg 44. 5Or Lean Startup MachinesPersona DevelopmentCanvashttp://leanstartupmachine.com/ 45. 6Or Alex Osterwalders ValueProposition CanvasThe Value Proposition CanvasGain CreatorsDescribe how your products and services create customer gains.How do they create benefits your customer expects, desires or would be surprisedby, including functional utility, social gains, positive emotions, and cost savings?Pain RelieversDo theyCreate savings that make your customer happy?(e.g. in terms of time, money and effort, )Produce outcomes your customer expects or that gobeyond their expectations?(e.g. better quality level, more of something, less of something, )Copy or outperform current solutions that delight yourcustomer?(e.g. regarding specic features, performance, quality, )Make your customers job or life easier?(e.g. atter learning curve, usability, accessibility, more services, lowercost of ownership, )Create positive social consequences that yourcustomer desires?(e.g. makes them look good, produces an increase in power, status, )Do something customers are looking for?(e.g. good design, guarantees, specic or more features, )Fulll something customers are dreaming about?(e.g. help big achievements, produce big reliefs, )Produce positive outcomes matching your customerssuccess and failure criteria?(e.g. better performance, lower cost, )Help make adoption easier?(e.g. lower cost, less investments, lower risk, better quality,performance, design, )Rank each gain your products and services create according to its relevance to yourcustomer. Is it substantial or insignificant? For each gain indicate how often it occurs.Describe how your products and services alleviate customer pains. How do theyeliminate or reduce negative emotions, undesired costs and situations, and risksyour customer experiences or could experience before, during, and after gettingthe job done?Do theyProduce savings?(e.g. in terms of time, money, or efforts, )Make your customers feel better?(e.g. kills frustrations, annoyances, things that give them a headache, )Fix underperforming solutions?(e.g. new features, better performance, better quality, )Put an end to difculties and challenges yourcustomers encounter?(e.g. make things easier, helping them get done, eliminate resistance, )Wipe out negative social consequences yourcustomers encounter or fear?(e.g. loss of face, power, trust, or status, )Eliminate risks your customers fear?(e.g. nancial, social, technical risks, or what could go awfully wrong, )Help your customers better sleep at night?(e.g. by helping with big issues, diminishing concerns, or eliminating worries, )Limit or eradicate common mistakes customers make?(e.g. usage mistakes, )Get rid of barriers that are keeping your customerfrom adopting solutions?(e.g. lower or no upfront investment costs, atter learning curve, lessresistance to change, )Rank each pain your products and services kill according to their intensityfor your customer. Is it very intense or very light?For each pain indicate how often it occurs. Risks your customer experiences orcould experience before, during, and after getting the job done?Products & ServicesList all the products and services your value proposition is built around.Which products and services do you offer that help your customer get either afunctional, social, or emotional job done, or help him/her satisfy basic needs?Which ancillary products and services help your customer perform the roles of:Buyer(e.g. products and services that help customers compare offers,decide, buy, take delivery of a product or service, )Co-creator(e.g. products and services that help customers co-designsolutions, otherwise contribute value to the solution, )Transferrer(e.g. products and services that help customers dispose ofa product, transfer it to others, or resell, )Products and services may either by tangible (e.g. manufactured goods, face-to-face customer service), digital/virtual (e.g. downloads, online recommendations),intangible (e.g. copyrights, quality assurance), or financial (e.g. investment funds,financing services).Rank all products and services according to their importance to your customer.Are they crucial or trivial to your customer?GainsDescribe the benefits your customer expects, desires or would be surprised by.This includes functional utility, social gains, positive emotions, and cost savings.PainsCustomer Job(s)Describe negative emotions, undesired costs and situations, and risks that yourcustomer experiences or could experience before, during, and after getting thejob done.What does your customer nd too costly?(e.g. takes a lot of time, costs too much money, requires substantial efforts, )What makes your customer feel bad?(e.g. frustrations, annoyances, things that give them a headache, )How are current solutions underperforming foryour customer?(e.g. lack of features, performance, malfunctioning, )What are the main difculties and challengesyour customer encounters?(e.g. understanding how things work, difculties getting things done,resistance, )What negative social consequences does yourcustomer encounter or fear?(e.g. loss of face, power, trust, or status, )What risks does your customer fear?(e.g. nancial, social, technical risks, or what could go awfully wrong, )Whats keeping your customer awake at night?(e.g. big issues, concerns, worries, )What common mistakes does your customer make?(e.g. usage mistakes, )What barriers are keeping your customer fromadopting solutions?(e.g. upfront investment costs, learning curve, resistance to change, )Describe what a specific customer segment is trying to get done. It could be the tasksthey are trying to perform and complete, the problems they are trying to solve, or theneeds they are trying to satisfy.What functional jobs are you helping your customer get done?(e.g. perform or complete a specic task, solve a specic problem, )What social jobs are you helping your customer get done?(e.g. trying to look good, gain power or status, )What emotional jobs are you helping your customer get done?(e.g. esthetics, feel good, security, )What basic needs are you helping your customer satisfy?(e.g. communication, sex, )Besides trying to get a core job done, your customer performs ancillary jobs in differ-ent roles. Describe the jobs your customer is trying to get done as:Buyer (e.g. trying to look good, gain power or status, )Co-creator (e.g. esthetics, feel good, security, )Transferrer (e.g. products and services that help customers disposeof a product, transfer it to others, or resell, )Rank each job according to its significance to your customer. Is itcrucial or is it trivial? For each job indicate how often it occurs.Outline in which specic context a jobis done, because that may imposeconstraints or limitations.(e.g. while driving, outside, )Which savings would make your customer happy?(e.g. in terms of time, money and effort, )What outcomes does your customer expect and whatwould go beyond his/her expectations?(e.g. quality level, more of something, less of something, )How do current solutions delight your customer?(e.g. specic features, performance, quality, )What would make your customers job or life easier?(e.g. atter learning curve, more services, lower cost of ownership, )What positive social consequences does yourcustomer desire?(e.g. makes them look good, increase in power, status, )What are customers looking for?(e.g. good design, guarantees, specic or more features, )What do customers dream about?(e.g. big achievements, big reliefs, )How does your customer measure success and failure?(e.g. performance, cost, )What would increase the likelihood of adopting a solution?(e.g. lower cost, less investments, lower risk, better quality, performance,design, )Rank each gain according to its relevance toyour customer.Is it substantial or is it insignificant?For each gain indicate how often it occurs.Rank each pain according to the intensity itrepresents for your customer.Is it very intense or is it very light.?For each pain indicate how often it occurs.On:Iteration:Designed by:Designed for:Day Month YearNo.Customer Segmentwww.businessmodelgeneration.comUse in Conjunction with the Business Model Canvas Copyright of Business Model Foundry GmbHValue PropositionCreate one for each Customer Segment in your Business Modelhttp://businessmodelalchemist.com/blog/2012/09/test-your-value-proposition-supercharge-lean-startup-and-custdev-principles.html 46. 7 Or simply write it down.I found this table helpful in ensuringthat each piece of content isaligned to a communication orconversion goal. 47. 8 The ad targeting tableBY PRODUCTSEARCHERS BROWSERS GEOGRAPHY DEMOGRAPHICSBags* Authentic (brand of bag) bags* Affordable (brand of bag) bags* Buy (brand of bag) bags online* Gift for (insert person here)* Gift for (insert occasion here)* Pre-loved (brand of bag)* Pre-used (brand of bag)* Brand new (brand of bag) bag* Online seller of bags* Bags on sale* Fashion Trends* Fashion Blogs* Dress like (name ofendorser)* Fashion tips* Fashion websites (eg.Mega Publishing)* Fashion news* Any point in thePhilippines* USA* Singapore* Dubai* Mothers (30 years old andabove)* Working women (20 - 29years old)* Teens (16-19 years old)Shoes* Authentic (brand of shoes)bags* Affordable (brand of shoes)bags* Buy (brand of shoes) shoesonline* Gift for (insert person here)* Gift for (insert occasion here)* Brand new (brand of shoes)shoes* Online sellers of shoes* Shoes on sale* Fashion Trends* Fashion Blogs* Dress like (name ofendorser)* Fashion tips* Fashion websites (eg.Mega Publishing)* Fashion news* Any point in thePhilippines* USA* Singapore* Dubai* Mothers (30 years old andabove)* Working women (20 - 29years old)* Teens (16-19 years old)Wallets* Authentic (brand of wallets)wallets* Affordable (brand of wallets)wallets* Buy (brand of wallets) walletsonline* Gift for (insert person here)* Gift for (insert occasion here)* Brand new (brand of wallet)wallet* Online sellers of wallets* Wallets on sale* Fashion Trends* Fashion Blogs* Dress like (name ofendorser)* Fashion tips* Fashion websites (eg.Mega Publishing)* Fashion news* Any point in thePhilippines* USA* Singapore* Dubai* Mothers (30 years old andabove)* Working women (20 - 29years old)* Teens (16-19 years old)For rst-time keywordresearchers, it helps tohave a structure. 48. http://www.triciatjia.com/wp-content/uploads/2011/07/persona2.jpg9Brainstorm usingcustomer personas builtwith interviews.Non-obvious keywordresearch could onlycome from empathy.Use customer personasto frame keywordbrainstorming.Props to JP Bisson, Ian Callet and JeremieLim for sharing how they used customerpersonas at cebujobs.com 49. 10Master hypothesis testingand judging what the keymetrics are.The Lean Startup movementprobably has the most developedtools in using analytics forhypothesis testing, and selectingkey metrics from analytics basedon business objectives.The best marketing-specicarticulation I have encountered ofthis is Scott Brinkers AgileMarketing talk.http://chiefmartec.com/2013/03/agile-marketing-for-a-world-of-constant-change/ 50. Bonus: The Flipped ClassroomStudentActivitiesTraditionalClassroomFlippedClassroomInside theclassroomListen to a lecture(theory)Learning activitieswith coachingOutside theclassroomDo assignments(practice)Video lectures(theory) and somepracticeIn case you need to train 20+ students at a time. 51. Bonus: The Flipped ClassroomTeacherActivitiesTraditionalClassroomFlippedClassroomPreparationPrepare lectureand examsCurate contentand plan learningactivities.DeliveryDeliver lecture andexamsOrchestratelearning activitiesand coach. 52. Thank you! - @kcorazoRead detailed posts about this research plusnotes from all interviews athttp://www.corazo.org/ppc-education-research.html