Whew, boy, I dreaded this day for a while. Google Adwords, Facebook Ads, Twitter Ads. The latter two I don’t mind so much, and in fact have had success with both Facebook and Twitter Ads, but starting off the day walking a group of students through their first Adwords experience is not something I thought I would enjoy. In the end, we all survived, and I came to the conclusion that Facebook, Twitter, and other new digital ad platforms looked at what Adwords had done, and said, “Wow, surely we can make that easier, right?”
Twitter did. Facebook kinda did, until you open up Power Editor, and then you realize that digital advertising is not as simple as it sounds. Perhaps Twitter just needs to totally complicate their ad UI to save the company? Good luck with that, Jack Dorsey.
With Adwords, if you start simple, start slow, keep your keywords limited to a handful, and your max bids low, you can do some damage (in a good way) and really learn a lot, but the learning curve is long and steep. I’ve taken the Adwords Fundamentals Certification Exam twice, and not gotten anywhere close to passing. I don’t recommend this certification if you’re trying to prove that you know how to use Adwords. Instead, just learn Adwords and prove you know it by killing it in a few campaigns. The most important part of using Adwords successfully is understanding what your target audience is searching for and how they are searching for it.
Adwords took the morning. And we found several UI functions that had changed in the last week to 10 days since I had dug around in the interface. Amazing how often they change stuff.
After lunch, David Ahn, Social Media & Inbound Specialist at SalesLoft, took us deep into targeting your audience in Twitter and Facebook ads. In both platforms, he showed us very specific methods of targeting your exact audience, including uploading your own email lists to target those users, using keywords (e.g., #dgmcamp) and handles of influencers (like all the DGM Camp speakers) to target their followers.
Finally, David Caron (rescheduled from Wednesday to Thursday) delivered a great education on the finer points of marketing with video, specifically on Facebook. His general formula is to promote a short video that shows the brand just enough to just show the brand but doesn’t actually sell anything. With the text of that video post, he brings context to the video, and gets tons of views (by ‘tons’, I mean millions), and then Facebook enables the marketer to target the audience who viewed the video with an ad that has a specific call to action. That ad utilizes the Facebook pixel, so he can then retarget everyone who visited the website but did not convert.
David also highly recommended using Facebook’s new lead gen ads and gave a strong shout to Atlanta UX startup FullStory.
And that was Day 4: NPS = 50.
Tomorrow is it: Day 5. We’ll dig into organic social media, have some pizza, do the math of the marketing funnel, and pull it all together by connecting all the martech dots we’ve covered this week: CMS, content marketing, SEO, landing pages, analytics, ads, social, email marketing, and campaign tracking.