Web Analytics Tips: Getting More from Google Analytics with Jeff Sauer #MNSummit

Jess Sauer

Google Analytics is used by more than 10 million websites, but the majority of digital marketers and businesses are merely scratching the surface of what this powerful free tool can do. As Jeff Sauer says, “any report that is one click away in Google Analytics isn’t worth your time”.

In his fascinating and super actionable presentation at MNSearch Summit 2015, Jeff shared some great tips to help marketers get more value from Google Analytics.

Google Analytics Custom Channel Groupings Jeff Sauer MNSearch 2015

Customize Your Content and Channel Groupings

Out of the box, Google Analytics comes with a default set of traffic channels, including organic search, referral, direct, paid, social and email. While technically these are inclusive of the range of sources which may drive traffic to your site, there is opportunity to break up these broad swaths of visitors into customized segments that are specific to your business by creating customized channel groupings. Doing this can help you efficiently track the performance of your site for visitors that really matter, your customers and prospects.

A few custom channel groupings to consider are:

• Guest posted content referral traffic: tracks referral traffic from domains where you contribute content

• Branded organic search traffic: traffic from search engines to pages on your site which are well optimized for branded keywords (e.g. your about pages)

• Non-branded organic search traffic: traffic from search engines to pages which target non-branded terms (i.e. blog or resource pages)

• Logged in vs. logged out users

• Traffic from a specific target geographic area

Benchmark Against Your Competitors

Did you know that Google Analytics has a built in feature that allows you to benchmark and compare your performance against competitors in your industry category? If you said no, you’re not alone, as the majority of GA users don’t use this feature either. That’s a mistake, because understanding more about your competition is the key to winning in the digital marketplace.

While the data you can glean about your competitors isn’t nearly as comprehensive as what you can see for your own site (probably a good thing), it can provide the extra insights that can help you to more effectively compete in your industry space.

Google Analytics Demographics Report Jeff Sauer MNSearch Summit 2015

Enable Demographics Reporting

Curious to see how your site is performing for a particular age range or gender? Google Analytics can give you these answers in the demographics report if you have it enabled.

The demographics report is another un-utilized feature of Google Analytics, likely because it requires a bit of additional setup in order to start seeing data, but the steps aren’t complicated.

Once you have the demographics report enabled and are seeing some data, make sure you put it to good use. A few tips to get you started with demographics data are:

• Review the demographics of your converting visitors to better understand the makeup of your best potential customers.

• Identify which content is the most and least popular with your target demographics.

• Use demographic data in your display and remarketing campaigns.

Clean Up Your Data

Many people tend to treat data from Google Analytics as gospel, but the truth is that metrics that come from GA (or any web analytics platform) will always be approximate. There are many things that cause inaccuracies in Google Analytics reports, such as encrypted browsers, data sampling, blocked cookies or tracking implementation errors.

In recent years, another insidious “dirty data” factor has reared its head, known as referral spam. Caused by malicious spammers that exploit the open nature of the Google Analytics API to inject fake data into webmasters GA accounts, referral spam can cause inflated traffic metrics. It’s easy enough to spot by reviewing your referral traffic report and looking for visits sent from domains like trafficmonetize.com, webmonetizer.net or 100dollars-seo.com.

While there isn’t a perfect solution to the referral spam issue, at the moment the best course of action is to filter spam domains from your GA profile to prevent them from showing up in your traffic reports and skewing metrics.

Unfortunately it’s impossible to have a perfectly clean data set, but taking actions to clean up your data as much as possible can greatly increase its value, which ultimately leads to better business insights.

Periodic Table of Google Analytics Jeff Sauer MNSearch Summit 2015

Tell a Story with Your Data

We’re living in the midst of a veritable web analytics renaissance, with digital marketers having the ability to freely access a vast array of data that was inconceivable to marketers a few decades ago.

However, while data is plentiful, unfortunately meaningful analysis is still scarce, which means that many marketers and businesses are failing to effectively take advantage of web analytics to drive business decisions. Worse still, many have convinced themselves that they are data driven by creating mammoth dashboards stuffed with surface level metrics that lack any real analysis.

In order for data to be valuable, it needs to tell a story. “Traffic is up 50% over last month” doesn’t say much, but “referral traffic from the ebook campaign we launched last month helped to drive a 50% increase in total website traffic, 20% increase in soft leads and 10% increase in revenue compared to the previous month” tells a much more compelling story.

A good web analytics story not only summarizes the current situation, it leads to actionable next steps. Taking the example above, a logical and actionable next step would be to allocate additional budget to the content marketing team to concept and launch additional ebook campaigns.

That’s the kind of story that drives business decisions and leads to results, and that’s what all digital marketers should be striving for from their web analytics.

Looking for Jeff’s Presentation?

You can view Jeff’s entire #MNSummit presentation below:

Need help getting started or elevating your company’s analytics?

The team at TopRank Online Marketing offers a full range of web analytics services to help businesses large and small to get the most from their data.


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Content Marketing: 4 Tips for Creating B2B Content When You’re at a Loss for Words

writers-block

Content marketing has rapidly become an essential piece of the B2B marketing puzzle. Buyers are more connected and more self-directed than ever before, and informative, engaging content is key to making sure your organization becomes part of the buyer journey.

Creating a steady stream of quality content can be challenging for any marketer, but especially for those in B2B marketing, where buyers expect to be informed and entertained at the same time. So it’s no surprise that Content Marketing Institute’s latest report found that 54% of B2B Marketers rated producing engaging content as a top challenge, and 50% said producing content consistently is a challenge.

If you’re a B2B content marketer, sooner or later you’ll likely find yourself facing a blank screen with a head full of complex information that won’t move to the keyboard. So what do you write when you don’t know what to write? Here are a few strategies to remove the block between your brain and your fingertips:

#1 – Start with Structure

If you’re like me, you hated writing outlines for school assignments. I would always draft first, then reverse-engineer the outline.

But as a professional content creator, outlines are your new best friend. Take your complex topic and imagine what your sub-headings should be to discuss the topic. That way, you won’t get hung up on word choice or phrasing and can focus on the key information you want to get across. Once the structure is in place, it will be far easier to fill in the content.

#2 – Write the 5-Year-Old Version

Recently I was writing content for a client about the importance of balancing marketing efforts across the top, middle, and bottom of the sales funnel (sometimes called ToFu, MoFu, and BoFu marketing). I was having trouble explaining it in a clear and concise way. Finally, I thought, how would I explain this to my 5-year-old son? In a matter of minutes, I wrote the following little fairy tale:

“Once upon a time there were three little goats named Tofu, Mofu, and Bofu. Tofu trip-trapped happily through the meadow all day, blissfully unaware of the troll under the bridge nearby. Mofu knew the troll lived under the bridge, but wasn’t sure how the troll affected his day-to-day life and wasn’t ready to do anything about the monster. Only Bofu had seen across the bridge to a beautiful meadow of green grass, and was ready to take steps to get rid of the troll.

The local heroes who got rid of trolls focused their attention on Bofu exclusively. He knew he had a problem and wanted someone to solve it. The heroes didn’t see that it was important to offer their services to Tofu and Mofu, and so they missed out on getting the other two goats to start thinking about their troll problem. The heroes would have had better luck selling their services to all three goats.”

Obviously, I didn’t forward my fairy tale to the client. But writing it enabled me to lay out the argument for full-funnel marketing that I was trying to make, and I finished the client draft within the hour.

The “5-year-old-version” strategy helps you to explain what you’re trying to write to yourself, which makes the grown-up version far easier to write.

#3 – Write the Conversational Version

If you don’t have a 5-year-old in your life to use as an imaginary sounding board, write the way you would talk to an old friend. You don’t ever have writer’s block in a casual conversation, right? So write the way you would talk. Even better, exaggerate the tone—let yourself be silly. Try to make yourself smile.

For example, when I get stuck I’ll write something like: “Okay, so check it out bro, this new eBook is the bomb dot com. I know you’ve got some mad problems with your content marketing, but this book is gonna drop knowledge on you. Get it, yo!” After about a paragraph of that, I’m ready to reign it in and write the professional version.

#4 – Write the Garbage Version

Voltaire said, “Perfect is the enemy of good.” Sometimes the source of writer’s block is that perfect version of the content you see in your head. So you write a few lines, they don’t measure up to the standard, and you erase everything. It’s easy to convince yourself that the version in your head is so much better than anything you could put on the screen.

But the truth is, any version of the content that exists is better than something that isn’t real. So don’t let that imaginary ideal form of the content stop you from writing.

When you get stuck trying to write the perfect words, turn off your inner editor and just write garbage. Type with your eyes closed if you can, so you’re not tempted to edit. Whatever clumsy, error-riddled, clichéd garbage you put on the screen is still better than a non-existent perfect piece. And now you have a start, something you can edit and refine until it’s worth showing to the world.

Content marketing is a business function, but it’s also a creative endeavor. As such, it’s just as subject to writer’s block as any other form of writing. When you’re stuck with that blank screen, stop thinking about creating the perfect finished piece and try for a different perspective. Write an outline to make sure your structures solid, or write a simplified version to help organize your thoughts. Write a silly version, bro, for reals. Write absolute trash. Just write something. Even the messiest first draft is the start of creating an amazing piece of content.

What is your favorite way to get past a block in your writing?

Image: Shutterstock


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Video Marketing Without a Goal is Just Moving Pictures [PODCAST]

videoinpost
Don’t just point and shoot: are your video campaigns backed up by data? Image by J. Sawkins via Flickr.

How can you make your marketing videos delightful while still reaching your business goals?

In this episode of the Call to Action podcast, Unbounce’s Dan Levy talks to Jennifer Pepper (Unbounce’s Customer Success Content Strategist) about this tricky task. They dive deep into the importance of a data-driven approach to video marketing campaigns, and share some tried-and-true storytelling methods that’ll give your videos that extra kick.

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In this episode: Stephanie Saretsky chats with Felix Cha, Unbounce’s Videographer. Then, Dan Levy, Unbounce’s Content Strategist, interviews Jennifer Pepper, Unbounce’s Customer Success Content Strategist.

Stephanie: Hey podcast listeners, just a heads up we will be taking a break from the podcast next Wednesday, July 1st, due to holidays in the US and Canada. You can expect another episode to be posted on Wednesday, July 8th. Now, onto the show!

[theme music]

Stephanie: Every video campaign needs to start with a goal. An engaging concept just isn’t enough. For example, when Felix first started at Unbounce on the Customer Success team, one of his first tasks was to make a marketing explainer video for our website. It was a fun video that showcased our office, our awesome customer success team, and Unbounce’s great features. But it never saw the light of day. Here’s why.

Felix: The interesting thing was that it tried to target not just our current customers but also target the new customers, new prospects, as well as actually showcase how friendly we are and how good of a customer support team we have. And because that video had way too many messages, it was trying to say three different things. At the same time, it didn’t take into account who we were trying to target, and then also it didn’t take into account our positioning statement.

It didn’t even get published. So that was a big learning experience because I had spent about two or three months making this video, and it was pretty much done. And it is still sitting there ready to be rolled out. I should have thought of what this video should have been in the first place and then how the messaging should have been crafted instead of kind of going in like, “Oh, I think we need a video on our website and this should be the messaging and we will target these audiences and they’ll love it.”

Stephanie: Because Felix was looking at his video through a Customer Success lens – you know, make everything as delightful as possible – he got a bit carried away with the different messaging and lost sight of the marketing goal. So Felix took this lesson to heart and his next videos for product feature launches had more refined messages and a larger impact.

Felix is now on our creative team so we’re super excited to be able to work with him on more marketing features. But with a new department comes new responsibilities.

Felix: I kind of realized okay, I really gotta start making use of data. As creative people, we kind of tend to not think of data as much; we just think about how it’s gonna look, how is it gonna feel, how is it gonna affect our audience. But I am trying to learn how Unbounce’s marketing actually works and how it’s been doing and where we are going to actually better understand okay, how can videos or anything I make contribute to the campaigns. So that’s like the new challenge. Because I don’t have a marketing background; I’ve been just making videos on my own a lot of the time. And to actually try to learn what marketing is and how we can take data and lessons from those campaigns and bring it back into the creative part of it is – it’s a new challenge but it’s really exciting.

Stephanie: I’m Stephanie Saretsky and this is Call to Action, Unbounce’s podcast about doing marketing better. In this episode, we’re tackling a conundrum that it seems a lot of marketers are facing: getting started on producing cool and delightful video marketing that also achieves tangible business goals. Luckily, we knew just who to talk to.

Jennifer: I’m Jennifer Pepper and I’m the Content Production Manager for the Customer Education team.

Stephanie: Unbounce’s Content Strategist, Dan Levy, spoke with Jen about the importance of data driven video marketing and the different methods of video storytelling that she wrote about in a post for the Unbounce blog: “Don’t Bother Using Video on Your Landing Pages Unless You’re Doing These 5 Things.

Dan: Video marketing, eh?

Jennifer: Oh, yeah.

Dan: What’s the deal with video marketing?

Jennifer: It’s hot, Dan, it’s hot.

Dan: I’ll rephrase that for you. Video is, I feel like, one of these things that we all have the sense we should be using more in our marketing because we know the stats about engagement and that YouTube is the second largest search engine after Google. But it’s also kind of expensive and a bit complicated and time consuming. So how do marketers know whether it’s worth investing in video?

Jennifer: Well, it’s definitely a different medium to get right for most brands but experimenting with your audience and your content is the key to getting started. So a lot of people think they want to get in on the video game, but it’s only really worth investing in once you’ve figured out the plan for content creation – so what you’ll create and for who – and have an understanding of how you want your videos to contribute to guiding people along the marketing funnel.

So ideally, you can start with creating one to two to three videos at the top of your funnel. And then after you’ve distributed those videos strategically the best you can, you follow up by reviewing the engagement data for this first set. So you don’t want to create a ton of video series of 18 videos only to find out that they’re not really resonating. So you’ve got to start small but you also have to have the tools in place to start measuring engagement, which, for marketers, that’s gonna be a video marketing platform.

But after a while of creating videos, you kind of want to calculate the overall ROI on the content. And to do this, you’re going to look at whether you’re making more money back than you’re spending on producing the assets in the first place. So take the amount of sales attributed back to video conversions and divide it by the amount of money spent to create the video.

Dan: That’s a really good answer. But let’s take a step back maybe, for a moment.

Jennifer: Sure.

Dan: One of the things that you say in the post is that it’s crucial to define what your goal is before even starting the concept for the video. You actually wrote about a video marketing campaign by the company Vidyard that converted at 33 percent. So could yo tell us about that campaign and how they approached it from the ground up?

Jennifer: Sure. So at Vidyard we were writing articles all the time to get our message out there, like many startups. But when you write about the same story all the time, you start to wonder: okay, how can I scale this message more effectively and is there a content asset that I can make as sales enablement so that we can use this message all the time on a bigger scale?

Dan: Right. Sorry, we should just clarify that you were at Vidyard before Unbounce.

Jennifer: Yeah. So we made a strategic video campaign about the two types of people we were always writing about and for. So the video is about what happens to a marketer who posts videos blindly and hopes that they do well versus a marketer who is super smart about where she distributes her video and is just more strategic.

So we wrote this “once upon a time” type story about Post-and-Pray Pete and Strategic Sue that would speak directly to our audience of B2B marketers who weren’t really sure what to do with their videos. And even though videos don’t always have a strategic purpose these days, we’re a startup and we needed the content we created to help us with lead generation month over month. So we decided the video had to have a bigger purpose for lead viewers to complete more of a meaningful action so that they had to enter our funnel somehow.

So at the end of the video, the narrator tells you that the main character in the story is a real marketer, not just a cartoon, and this call to action prompts the download of a case study about this exact marketer – one of our customers. In other words, the video leads viewers to reach the end of the content to engage with even more content that speaks to the middle of the funnel. Does that make sense?

Dan: Yes. So in this case, the campaign itself was instructional in the sense of distinguishing between the type of marketer who starts the video campaign with a strategy in place versus the one who just sort of thinks if we build it, they will come. But it was also itself a campaign that had a “lead you in” component to it.

Jennifer: Absolutely. So we ended up finding that those who converted were pretty high quality because the video served as a way to qualify their interest. So if we get you to watch a two-minute video and then you download a case study, you’ve gone through two actions and it’s likely that you’re more interested or you’re worth a call or you’re trying to figure out what our business actually does, you know?

Dan: So the goal of the campaign was what, to generate a certain amount of leads or to get people to watch a certain amount of the video?

Jennifer: So basically it was a lead gen campaign so we were trying to get more people in the top of the funnel. So the content is very high touch, I guess. It’s not – you can be almost anybody and get something out of the video but it was targeted toward a B2B marketer; somebody with marketing automation in place and a marketing stack that was pretty sophisticated. So we cast a wide net but then it gets I guess more narrow as you go through the video. And then you realize okay, this is a marketer; you’re either interested or you’re not interested in how she was doing all these great things with video, and then you’re going to download the asset to find out what that person in real life actually did.

Dan: Very cool. So it cast a wide net in terms of the education and awareness part but there was still like a very strict focus on generating qualified leads through the campaign as well.

Jennifer: Yes, absolutely.

Dan: Cool. So like any other part of a marketing campaign, even an email or blog post or a landing page, what sets apart a marketing video from a home movie or something is that it needs to contain some sort of call to action. Do you have any tips on crafting a successful video call to action, or CTA?

Jennifer: Yeah. So you’re gonna want to keep your CTA aligned with the viewer stage in your funnel. So if it’s a top of funnel video, maybe have the CTA lead to a next step in the discovery phase as a prospect. If it’s a mid-funnel video, consider if it’s persuasive enough to prompt a more meaningful action like a trial or a demo at this point. So back to our campaign, it was very top of funnel but then it led to – so it was very discovery phase but then it led to a case study. So you can really gauge that the leads that you take in from that campaign are more qualified because they’re interested in a case study. So you can sort of set up your next step in the funnel. Does that make sense?

Dan: Yeah. No, totally. So maybe can you paint a bit more of a picture of what the CTA was, like what the button said, for example?

Jennifer: Sure. Actually, I’m really embarrassed because on the landing page it said “submit,” which we never say to do. It’s a terrible thing to do.

Dan: In your defense, you weren’t at Unbounce yet so you didn’t know better.

Jennifer: No. Actually, a good example for B2B brands that want an effective CTA, you can look at what Salesforce Marketing Cloud’s content does with their videos. So they’ll create stuff to prompt you on to the next piece of content. So say if they’ve done an ebook, for example. They make a mini video trailer about the content of the ebook to prompt you then to go download it. So the end of the video on YouTube contains an annotated download button, which leads to the ebook landing page where you can get the report. And this is super clever because the ebook’s launch date comes and goes but a video trailer keeps the evergreen content useful to a brand because you can release it over and over and over again on your social channels. But it can live on YouTube because it’s pointing people back to your website.

Dan: Right, and the CTA doesn’t necessarily have to be at the end of the video, right? It could be anywhere depending, I guess, on the tool that you’re using for video?

Jennifer: Absolutely. So some video marketing platforms have a feature built in where you can have a pop-out CTA, for example. So you don’t always have to think end-of-video CTA because there’s no guarantee that someone’s gonna even get to the end. But you can use something like a pop-out CTA so if you’re going to mention a product, maybe it’s a product demo but they’ve seen half the video and maybe they’re convinced. You can have some slide-out on the side that says, “Hey, like already sold? Check out the demo,” or I don’t know, something but they can click and go explore.

Dan: I love the honesty of “Already sold.” It’s like, “Already sold; want to stop watching this video? Just click. Just click already.”

Jennifer: “You done? Good.”

Dan: I want to talk a little bit about storytelling. And I know storytelling has become another one of those buzzwords that’s buzzing around marketing circles over the last few years. But when it comes to video, story really is crucial. How can you use story to drive people toward that call to action?

Jennifer: Yeah. Everyone talks about video stories but the strength of a story is whether it can evoke any emotion. So I’ve found it kind of surprising that it doesn’t even really matter which emotion you pick because they all kind of work. So you can make people feel delighted or you can leave them feeling anxious, but you just want them to feel something as a result of watching your content because this helps prompt the all-important next action.

Dan: Even if it’s terrible.

Jennifer: Oh, yeah. I have an example of that for later, I guess. But you just want them feeling something at the end. Because the classic brand generic video leaves people feeling like, “Okay, I’m done with this.” And then they drop off. But if you’ve done a video right, it should have people thinking, “Okay, what else can I watch from these guys?” Like they seem to know what’s up or they really resonate with your message. But it’s good to be aware of what you want your audience to do. So if you want people to like your brand, you might want them laughing, like with a comedic story angle. But if you want them to resonate with your brand, you might want to evoke feelings of empathy and be really, really transparent and honest.

If you want them to take action, fear or even a light anxiety can be a good motivator. So again, not those positive emotions but you can make them feel kind of like they’re missing out on something. So whether it’s like a new service or a trend, something of value like people hate missing out. So you could also make them feel silly on account of current mistakes. So it doesn’t always have to be a positive emotion. But as long as they’re feeling something in their gut, it’s good.

Dan: Right. So before you set out on that campaign, you’re thinking about what the goal is, but also how do you want this piece to make people feel, which is a really interesting secondary questions, I guess. One of the emotional triggers that you mention on your posts is anxiety, which is I guess one of the – you know – maybe more negative ones. Can you explain how Adobe stirred up anxiety in a video of theirs called “Click, Baby Click”?

Jennifer: So this is a video Adobe did a while ago and it featured the CEO of an encyclopedia company who happens to get data back about a marketing campaign that seems to suggest that people are buying tons and tons of encyclopedias. So you see him stir the plant into heavy production of more of the books and there are massive shipping containers sent out, and it’s pretty epic. But the end of the video shows a baby with an iPad who’s just mindlessly clicking the brand’s ad over and over again like in a banner ad.

Dan: Oh, no.

Jennifer: So the ad ends with a voiceover that asks, “Do you know what your marketing is doing?” And it’s great because the majority of the target audience of marketers has to wonder, well, do I know? Like how do I know? So it’s a terrific campaign and there’s more of that set of ads that they did that are just so good because they just stir up a sort of anxiety. And when they leave you with that, you’re sort of prompted to take an action. You’re prompted to go see a trial of the software – of their analytics software. So I think it’s really smart.

Dan: Yeah, in this case the solution is to put them out of their misery, right? Cool. Let’s talk about metrics for a second. What are some of the ways to measure whether a video marketing campaign is successful? I’m guessing it goes beyond views on YouTube.

Jennifer: For sure. So you can post videos to YouTube but I always say that they have to point back to your site where you have a video marketing platform in place tracking visitors’ engagement on your site where it matters. But you want to look for a video marketing platform that allows you to integrate with marketing automation, in most cases, because this is how you can leverage the data to its fullest.

So in terms of engagement stats, YouTube alone isn’t really enough for marketers at this time because it can only tell you how many people are watching; not who’s watching, where they’re located, and what other videos they’re browsing through on your site. For this info, marketers kind of have to look at video marketing platforms and how video marketing integrates with other key tools that they have in place. But after releasing your first few videos, you’re gonna look at things like how many people are watching total, the percentage of people who click through to watch a video, what percentage of a video do they watch before they drop off, what other videos they’re watching on your properties.

So did one video lead them to another or even to download a resource from you? What was their next step and the amount of content people consumed total on your site? So which video led to another one, and so on and so forth. And you can also A/B test your landing pages to see whether videos are actually helping to persuade more people to convert.

Dan: Right. I keep talking about YouTube because that’s often what comes to mind when you hear online video. But like you said, you really want to host your videos on that dedicated landing page. Beyond A/B testing, what are some reasons for doing that, or is A/B testing the answer and I gave it away?

Jennifer: You’re definitely going to want to test out whether videos help your landing pages because the entire purpose of the landing page is to persuade, and videos happen to be the best way, I think, to convince someone of anything. So they’re inherently persuasive because they usually contain people and faces and we all really like consuming information in that palatable way. Unruly found that enjoyment of a video asset increases purchase intent by 97 percent and brand association by 139 percent. So that’s huge. And Unbounce found with previous research that it can impact conversion by up to 80 percent just having that video on your landing page. But it all depends on whether that asset is actually good.

But one of the best examples of video on a landing page I’ve seen recently is the example on Unbounce’s site: Paper Anniversary by Anna V. It’s so good. There’s this lady, Anna V., who sells paper anniversary jewelry. So she makes jewelry for people’s first wedding anniversaries out of paper. But she has a video at the top of her click-through page so the landing page leads to where you can go see the actual jewelry pieces. But the top of the page contains this video featuring the owner of the company talking about how the first anniversary is so important and why men should consider buying a paper gift, a traditional paper gift – meaning her jewelry – to make it special. But it’s just such a persuasive video and it’s got high production quality, which you don’t always have to have, but that one definitely contributes to a better experience. And yeah, you should check it out; it’s really good.

Dan: I will do that. So it’s interesting. I guess videos help reinforce a landing page in terms of engagement, in terms of making the sale, I guess, and persuading them to click the CTA. While on the other hand, the fact that it’s on a landing page helps the video actually convert, right? Because ideally if it’s a properly designed landing page, especially with when they have only that one thing to do, which is click the CTA either in the video or on the page itself, which hopefully I guess are lined up, right? You don’t want two conflicting CTAs between the page and the video?

Jennifer: Oh, yeah. The video should definitely – if you’re going to include one, it can’t be the video brand generic thing that has nothing to do with the offer on the page. You really, really want the two of them to be highly aligned. So don’t just put your startups explainer video on the landing page; it’s got to be something like – if you’re offering a trial, it’s got to be a video explaining why or who maybe would want a trial. So explain the specific audience for who you’re after and that way it gives viewers a chance to self-qualify.

Dan: So what happens after viewers have clicked that CTA on your video or on the page itself? What’s the next step?

Jennifer: So once people exchange their contact info on a landing page, it’s your job to send them to a confirmation or a thank you page. You can send them a follow up email allowing them to opt into your brand communications, or you could follow up with a call. So something along the lines of, “Hey, I noticed you downloaded our e-book on monkey sweaters. Do you like monkey sweaters? Oh, yeah? What kinds are the best?”

Dan: How do you know I like monkey sweaters?

Jennifer: Exactly. I saw that you watched a video because I was monitoring on my marketing automation system.

Dan: Oh man, marketing.

Jennifer: Crazy, right? But this follow up is based on a resource that they took interest in, and it can really help you determine someone’s needs and how you can help them. So it just helps extend the conversation past after they have followed through with your CTA. But it can be an email, too.

Dan: Yeah, even suggest setting up triggers to send emails like once visitors have watched a certain percentage of a video. So does that include folks who didn’t actually click your CTA?

Jennifer: Yeah, so your best bet is to reach out to folks who have watched at least 50 percent or more of a video is what I lean toward. So you can set up those kinds of triggers in your marketing automation software but you don’t have to wait for those who only click the CTA, basically. So imagine the impact of watching a video on a brand site and then even after you’ve dropped off, you get an email in your inbox seconds later about a particular product you were viewing. That’s exactly what the future of marketing is all about; the right message at the right time and the right context. I think it can be pretty impressive for brands to follow up that way.

Dan: Yeah, and that’s another example of how the video and the landing page reinforce each other because on a page, people click the CTA when they’re ready to click. But here you’re saying video is a way to engage people who might not be ready to click the CTA or might not have gotten there but have shown a certain amount of intent so you could continue to market them maybe in a little bit of a softer way.

Jennifer: Absolutely. That’s where the lead nurturing comes in. Yeah, you can do a great job of that based on the context of what they watched. So if your offer is very specific, you can sort of get an idea for what exactly that customer is interested in.

Dan: Very cool. All right, so what’s the easiest way for marketers to get started with video without investing a huge amount of time and money right off the bat?

Jennifer: Well, to get started, think about the questions that your brand is in the best place to answer. So think about which topics you’re an industry leader in and how you could do how-to video series or even interview questions about this particular topic. So these kinds of how-to videos help your search rankings for the particular query phrases that you answer. And when people turn to YouTube or Google with questions like “What is cloud software?” your cloud software company can show up as the answer that has the video next to it, which is inherently more interesting to click on as a search result.

But you can start with three videos and go from there. So work on getting the distribution just right because that’ll have a huge, huge impact on whether you’re getting the traffic that is actually valuable to you. Work on syndicating the content in articles that you shop out to various sources on the web to get the right traffic going to those videos is a good idea. So if you are talking about – you’re talking to B2B marketers, let’s say, about something very business-specific, you might want to write for Inc.com. Ask the editors, “I want to include this video. Can I embed it with my embed code?” So then your video marketing platform on your site can be tracking the results of who’s watching that somewhere else so you can get an idea of where the traffic is coming from and who that is and stuff like that. But most outlets will let you do that.

Dan: Right, and probably they’ll be more willing to let you do that than to embed like a really obvious product-related CTA right in the article.

Jennifer: Definitely, definitely. It’s definitely got to be something that their audience is interested in. So if you make, say, a video infographic – so say you have a static infographic. Maybe you want to make that into more of an interactive of one through video. And then a lot of companies will want to capitalize on the research that you did so you can syndicate it with their audience. But work on capturing the right audience and the right channels and getting that engagement metric higher and higher. So try and cap off the drop off. You don’t want people dropping off ten seconds into your videos because then they probably weren’t that good to begin with.

So you can adjust and refine based on the metrics that you look at. So if people are dropping off after ten seconds, there’s either something not right about where you put the video and the audience that comes with that spot, or there’s something wrong with your video. So you can rework the content with edits. So you could take out content that your audience is constantly skipping over, for example, and then see how the recut does.

Dan: I like that. These metrics basically force you to – they keep you honest. They force you to make sure that the video is actually good, not just “good enough.”

Jennifer: You can definitely keep iterating and making sure that you’re catering to your audience with video, which I don’t think a lot of people do. They think, “Okay, I made one, it’s not that great, that’s it.” But there’s also nothing wrong about using your webcam or your iPhone to film, either. You just need to consider your audience’s time and you have to get the edit right. So I find like some people think they need a talking head for 30 seconds, you know? But even that, you’ve got to break up with B roll and keep it interesting. You just want to make sure that your content delivers the most value possible.

Dan: I think that’s what it’s all about, right? Delivering as much value possible.

Jennifer: Yup.

Dan: Yup. All right, well, I’m gonna go get myself a monkey sweater so I’ll let you go.

Jennifer: Excellent.

Dan: Thanks so much for taking the time to chat, Jen.

Jennifer: Thank you.

Stephanie: That was Jennifer Pepper. Her title has changed since the time of recording, and she is now Unbounce’s Customer Success Content Strategist. You can find her blog post and this episode’s show notes at Unbounce.com/podcast.

So we’re six months into the production of Call to Action and we’d really love to hear what you think. Do you like the format? What do you think about our guests? And what do you want to hear more of? So if you have a sec, please drop us an email at podcast@unbounce.com.

That’s your call to action. Thanks for listening!

Transcript by GMR Transcription


Customer Spotlight: 7 Ways Marketeering Group Uses WordStream to Deliver PPC Results to Their Clients

We live in a world where we’re constantly connected. The average U.S. consumer spends 60 hours a week consuming content across devices, according to Nielsen. Americans own four digital devices on average! It’s kind of sad, but it’s our reality, so we must embrace it, right?

Any intellectual business owner is keenly aware that in order to survive and thrive as a company you need a robust digital marketing team to build a strong online presence. This is often easier said than done. Marketeering Group was born in 2011 to help business owners with this online marketing dilemma. From the mom and pop neighborhood pizza joints to the large corporate machines, they serve clients of all different shapes and sizes, helping them run their digital efforts from social media strategy to multimedia production.

 

Marketeering Group photo. Aside from the Seahawks banner, they look great!

For quite some time, the Seattle-based business steered clear of PPC due to a lack of time, knowledge, and resources – until they realized this was no longer feasible. Clients kept asking them for help with paid advertising, and employees felt their shoulders tense up when they couldn’t provide the services. Marketeering Group prides themselves on doing it all, so they knew they had to address this weak spot with a time-efficient solution.

“Everything is done in house, which makes for a hectic work environment, but means we can serve almost any need a small business may have under the same contract with our existing resources,” says Lead Marketing Strategist Michael Quayle. “This is important to our branding and a big reason we needed a simple and effective model like WordStream to launch our new PPC department.”

Now let’s dive into the 7 ways WordStream enabled this bootstrapped marketing firm to take on paid search as yet another channel to help their clients grow and succeed online.

#1: WordStream’s Time-Saving Tools Made it Possible to Add PPC as an Offering for Clients

Marketeering Group falls into the startup pool with its launch in 2011, making it even more challenging to serve clients with limited bandwidth. Luckily, their diverse specialization and collaboration across their staff makes it a bit easier to juggle multiple clients with varying needs, but when breaking into the world of paid search, Michael knew he needed to find a way to make it work in a timely and effective manner.

“We actually weren’t sure what to do about PPC before we got WordStream,” says Michael. “There was no way we would have the time to launch a reasonable PPC campaign, and early attempts had failed. PPC just took too much time, nobody knew how to set up a proper landing page, and we considered looking at firms to send our paid business. WordStream changed all this because it gave us the ability to manage what’s become hundreds of accounts with only a few staff.”

 

From time-saving tools like the 20-minute work week to easy-to-create reports and PPC landing pages, WordStream’s PPC Advisor has made it plausible for Marketeering Group to stay competitive and keep their clients happy by offering paid search as another channel to grow.

#2: Cost-Cutting Tools Reduce Client Budgets While Improving Results

The main reason many clients turn to Marketeering Group for PPC is to gain better results. Luckily, WordStream’s optimization tools enabled them to provide that for their clients, which helps to extend the lifetime value of each customer. If results are coming in, why would they leave?

Improvements in client Quality Scores helped cut costs by 20% per month for several clients, according to Michael. “At least four clients came to us asking if we could cut their PPC budget because it was becoming too much of a financial drain,” he says. “Using WordStream, we cut one client’s PPC budget in half while CTR (click-through-rate) went up 15%.”

What tools allowed Michael to do so? Weekly optimizations like the Review Costly Keywords tool, the Pause Duplicates and Add Negatives alerts helped PPC staff declutter the junk and focus on keywords that work for each client. Michael also found use in the ability to easily cut down large ad groups into more specific ones, increasing relevancy and CTR, which of course are two of the main factors that impact Quality Score. With a higher Quality Score comes a discounted cost, so it’s a win-win for the client and for the agency.

“Through a combination of WordStream tools we were able to simulate an aggressive corporate bidding strategy that our client went nuts over,” says Michael. “We’ve already received two additional referrals from him because of the project.”

#3: Collaborative Tools Allow Different Departments to Work on the Same Account

Marketeering Group’s office culture is fast-paced and collaborative, and in order to take each account’s PPC to the level of success the client is looking for, more than one eye on an account is often necessary.

“One of the greatest things about WordStream for our staff is how easily different departments can jump in and resume work on the same account,” says Michael. “Most people have to train while doing real client work so we often have new PPC employees who just completed training work in the 20-minute work week handling one account per week.”

To get the results clients want, Michael also has found it necessary to have a senior consultant on each account to regularly adjust bids and optimize keywords within the Manage PPC section of the platform.

WordStream makes it easy for you to add as many users as you’d like and even assign users to specific accounts with no additional charge. This is super beneficial for companies that operate on a similar agency-type model to Marketeering Groups.

 

Within Account Settings you can choose to associate specific client profiles to specific employees.

#4: WordStream’s “Paid and Organic Queries” Report Improves Client Results

This relatively new report in the WordStream software was added to give clients the ability to see which keywords are working not only for paid searches, but for organic queries as well. Why is this information helpful? There are several reasons, but one of the most obvious is that there are likely keywords you’re appearing for organically, which you should also be bidding on to get the maximum exposure possible (if your competitors are bidding on them, you’re going to lose ranking and visibility).

 

Oddly enough, Michael had a client that wanted to avoid bidding on organic queries his ads are appearing for. “One big issue we had was a client complaining that he was ‘sick of bidding on keywords he already ranked for in SEO,’ more or less. He was adamant that, despite the benefits of ranking in both organic and paid, he only wanted one,” says Michael. “We had done the same thing a few years ago and it took hours to track down the ranking. I was not looking forward to it until our Customer Service Rep showed us this tool. It literally saved one of our accounts.”

Michael has also found this feature helpful to prioritize bidding to get more total visibility on successful organic queries, match ad copy with organic listings that have high click-through-rates, and run experiments to test different copy and meta descriptions against others to improve CTR.

#5: WordStream’s Landing Page Creator Increases Conversions by 7%

One of the biggest reasons advertisers are failing with paid search is because their landing pages, well, suck. It’s a difficult reality to face, but when businesses address it and implement new pages, they can turn a failing account around and increase conversions by substantial amounts.

The problem is that creating new landing pages is not an easy task. This is why we developed our Landing Page Creator at WordStream, and Marketeering Group has found the tool to be insanely impactful for several of his clients.

 

“The Landing Pages tool has been incredible. Right after we started using WordStream, one of our clients was complaining about steadily losing rankings, for what turned out to be hundreds of spammy indexed landing pages that did well in PPC, but were tanking in SEO,” says Michael. “No-indexing the pages didn’t have enough impact, but fortunately we were able to re-create almost all of them in WordStream within a couple days. Now all of his landing pages are run entirely through WordStream, we have much deeper data than before, his SEO has recovered, and his paid conversion rate has gone up 7%.”

#6: Reporting Tools Deliver On-Demand Reports to Clients

Every agency understands the value of reporting results to clients at a moment’s notice. Unfortunately the process of gathering client data into neat, easy-to-understand, and visually intriguing reports, is numbingly time-consuming, and results are usually not as pretty as one envisioned.

WordStream’s Success Report has taken the headache out of reporting with its visually engaging, automatically generated monthly report to show clients where they’re succeeding and where there’s room for growth and change.

 

“We love the ability to simply send clients reporting URLs on demand that they can interact with, rather than clunky PDFs or text files,” says Michael. “That’s not only saved us time in reporting, but also pointed us in the direction our reporting should take. There’s virtually no administrative work, and that’s pretty rare in the tool world.”

#7: Customer Success Team Takes Support to the Next Level

Lastly, as great as tools can be, learning a new toolset, as well as the ins and outs of paid search, is a lot more complicated then it appears on the surface. This is why a strong support team is so important at any SaaS company, and fortunately WordStream’s support team is phenomenal.

“Our Customer Success Representatives have been outstanding, primarily because they eliminate the need to do any training,” says Michael. “Following my training sessions, my dedicated specialist, Katie Lyons, was more than happy to walk additional team members through the same sessions, something I didn’t expect and intended to do myself. Some of the team members that did the training session separately came back with different insights into how we should use the tool as well, so this became an essential learning experience for all of us.”

Aside from training, the support from the Customer Success Team has empowered Michael’s team to take on more advanced paid search tactics for their clients.

“Now we have a separate and fully functional PPC department moving past WordStream and into display and retargeting ads (using what’s we’ve learned from the tool),” says Michael. “We have the confidence that is anything goes wrong, there’s always the customer service backup plan who have answered dozens of questions, even when it’s our lack of experience, not a tool issue.”

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About the Author:

Margot is a Content Marketing Specialist at WordStream with a background in PPC, SEM, content and digital marketing. Margot is passionate about writing and is also a regular contributor to Search Engine Journal and socialmediatoday.com. She enjoys running and eating ice cream during her free time (not simultaneous although that would be impressive). Follow her on:

Twitter: @ChappyMargot

Google+: +Margot da Cunha

LinkedIn: http://www.linkedin.com/in/margotdacunha

 

Marketing Superstars Tell All: Measuring Content Marketing Box Office Success

measureing-content-marketing-cmw15---blog-post

“Show me the money. Show me the money!” – Jerry Maguire

In the summer of 2010, the Internet was abuzz about the upcoming movie Scott Pilgrim Vs. the World. It was based on a comic book with a rabid cult following and directed by the indie darling behind Sean of the Dead and Hot Fuzz. When the movie was released, the buzz intensified, dominating social media for its opening weekend. By almost every measurement, it was a blockbuster success. Unfortunately for the film, the one metric it missed was number of tickets sold. Scott Pilgrim was very good at generating excitement, but failed to deliver on the one metric that mattered.

In content marketing as in movies, it’s important to measure success with metrics relevant to business goals. But measuring the ROI of content marketing is no easy task. Content Marketing Institute found that fewer than 25% of B2B and B2C marketers say they are successful at tracking the ROI of their content marketing programs. The challenge for content marketers is to look past the vanity metrics and uncover what matters.

To help you separate the buzz from actual box office success, TopRank Online Marketing and Content Marketing Institute present the thrilling conclusion of our content marketing trilogy: Measuring Your Content Marketing Box Office Success. ‘

This final chapter combines Hollywood movie magic with no-nonsense advice from 13 content marketing superstars. It’s a feature-length collection of tools and tips, but it’s also a sneak preview of what you will see at Content Marketing World in 2015.

In this content marketing feature, you will discover:

  • Valuable metrics for measuring content marketing success
  • How to link content strategy to results
  • How to create content with measurability in mind
  • Tools for tracking and measuring effectiveness

In the grand tradition of Return of the Jedi, Lord of the Rings: Return of the King, and Indiana Jones and the Last Crusade, the third and final installment of our trilogy wraps up the series on a high note (until the inevitable gritty reboot). Here are a few content marketing ROI tips from the marketing thought leaders in the eBook, in handy tweetable format:

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Joe Pulizzi – Content Marketing Institute

Want to better measure the value of content marketing? Create a subscription program. @joepulizzi tweet this

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Jeannine Rossignol – Xerox

When selecting metrics for content marketing, pick one question to answer & go from there. @j9rossingnol tweet this

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Rebecca Lieb – Altimeter Group

There is no content strategy without measurement. Understand what you want to achieve. @lieblink tweet this

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Julie Fleischer – Kraft Foods

Content marketing success starts by determining what critical measurements drive spending decisions. @jfly tweet this

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Todd Wheatland – King Content

Define real-time & long-term content marketing results that align w/ business objectives. @ToddWheatland tweet this

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Michael Brenner – NewsCred

Your content marketing has to generate real sales w/ real people to be successful. @brennermichael tweet this

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Andrew Davis – Author, Brandscraping

The two simplest ways to measure the value of content marketing: revenue by post & subscriber. @tpldrew tweet this

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Carla Johnson – Type A Communications

Monitor, learn & adjust your content marketing measurement strategy as you go. @carlajohnson tweet this

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Jason Miller – LinkedIn

If your content marketing is encouraging engagement, that’s a sign of relevance. @JasonMillerCA tweet this

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Lee Odden – TopRank Online Marketing

For marketing success, make content accountable & measurable to attract, engage & convert. @leeodden tweet this

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Heidi Cohen – Actionable Marketing Guide

Begin by stating your business goals & creating content to achieve those objectives. @heidicohen tweet this

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Ian Cleary – RazorSocial

Find your most linked-to and shared content and produce more of this. @IanCleary tweet this

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Chad Pollitt – Relevance

Identify baseline measurements for content marketing by researching audience, media & competitors. @chadpollitt tweet this

Here’s the full Content Marketing Measurement eBook:

View the Entire Content Marketing Triple Feature Whenever You Want!

eBook covers - cmw15

If you missed the first and second eBooks in the series, you can view the entire triple feature here: Developing a content marketing strategy, making content the star of your marketing and measuring content marketing ROI.

Be sure to visit the Content Marketing World website to learn more about the conference and to reserve your seat. You won’t want to miss it!


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The post Marketing Superstars Tell All: Measuring Content Marketing Box Office Success appeared first on Online Marketing Blog – TopRank®.

6 Ways to Learn AdWords Without Getting Certified

I have a confession.

When I first started writing for WordStream, I didn’t know the first thing about AdWords. I was familiar with a handful of online advertising terms – I knew what pay-per-click ads were – but beyond that, I had no idea. I didn’t know what cost-per-conversion meant. I didn’t know what negative keywords were. I didn’t know the difference between an ad campaign and an ad group.

I literally found learning Japanese less intimidating than AdWords.

Ways to learn AdWords without getting certified

Although I haven’t kept up with my study of Japanese, I have learned a great deal about AdWords, all without going through the certification process.

Depending on who you ask (or what you do for a living), passing the Google AdWords exam is either absolutely vital or completely unnecessary. Either way, knowing your way around AdWords can be highly beneficial, even if you don’t go through with getting certified.

Fortunately, there are plenty of ways to get to grips with AdWords. In today’s post, I’ll outline six of them. Some of these resources focus primarily on the basics, whereas others deal with a mix of beginner, intermediate, and advanced topics, so there’s something for everyone.

1. Google’s Essential AdWords Courses

It should come as little surprise that Google’s learning resources on AdWords are among the best out there. Covering a wide range of topics and offering lessons based on three tiers of experience, the Essential AdWords Courses should be the first destination on any paid search novice’s path to mastery.

Ways to leartn AdWords without getting certified Google Essentials course

These courses are an excellent primer for the beginner, but those with at least some AdWords experience may find them more useful as a refresher before moving on to more in-depth material. If you’d rather take a more self-directed path, you can browse lessons and tutorials by topic in the AdWords Learning Center.

2. WordStream’s PPC University

Once you’ve devoured the official Google learning resources, check out WordStream’s very own PPC University.

Ways to learn AdWords without getting certified WordStream PPC U

Even if you’ve gone through Google’s Digital Marketing 101 and 102 courses, PPC 101 is still worth checking out. Here you’ll find lessons on core PPC concepts such as click-through rate, cost-per-action, and conversion rate optimization, as well as in-depth guides on ad text, Quality Score, and account structure.

The PPC 102 and Advanced PPC tracks cover a wide range of topics you’ll need to understand to become a paid search professional. In PPC 102, you’ll learn about negative keywords and keyword match types, how to optimize ad text and make use of extensions, landing page optimization, and the importance of A/B testing, among other topics. If you’re a seasoned AdWords veteran, check out the more advanced guides on Call Tracking, PPC for lead generation, dayparting, and mobile PPC in the Advanced Track. You’ll also find recordings of previous webinars and our “Ask the Experts” video series here.

3. Udemy’s Google AdWords for Beginners

Udemy is one of the best online learning resources out there, and its Google AdWords for Beginners course is certainly one of the most comprehensive.Ways to learn AdWords without getting certified Udemy courses

Offering four hours of video instruction spanning 44 topics, Google AdWords for Beginners is a thorough introduction to the AdWords platform. It isn’t free, but for learners who want to really sink their teeth into a meatier resource, it’s hard to beat.

One of the major benefits of this course is the inclusion of screencast walkthroughs of a live, active AdWords account. The disconnect between theory and practice is one of the biggest obstacles for beginners to overcome, making this a great addition to an already comprehensive introduction.

4. The Ultimate Guide to Google AdWords, Fourth Edition

For our fourth resource, we’re going to go offline for a while, pick up an actual book, and read words printed on a page. Radical!

Renowned AdWords expert Perry Marshall’s landmark book, The Ultimate Guide to Google AdWords (4th Edition), is essential reading for AdWords newcomers. You won’t find a lot of detailed walkthroughs of specific features or (many) screenshots of the AdWords interface, but you will find a wealth of strategies and techniques behind successful advertising campaigns. Perry explains the principles behind the advertising part of AdWords, how to think like a successful advertiser, and the marketing techniques that can take your AdWords campaigns from “good” to “great.”

If the resources above are the how, think of this book as the why.

5. Lynda.com’s Google AdWords Essential Training

I’m a big fan of Lynda.com’s video tutorials, and this course is no exception.

Ways to learn AdWords without getting certified Lynda.com training

Aimed primarily at beginners, Lynda.com’s Google AdWords Essential Training is precisely that – a step-by-step guide on how to get started with AdWords from beginning to end. Spanning more than three hours of video instruction, this series (like all Lynda titles) is broken into short, easily manageable videos, meaning you don’t have to sit for hours at a time to get what you need out of each lesson.

In addition to the very basics, such as setting up an AdWords account and using the Keyword Planner for keyword research, this course also includes some nice bonus lessons on slightly more advanced topics such as A/B testing, remarketing campaigns, and getting started with video ads.

6. Certified Knowledge’s AdWords Lessons

Few people know PPC as well as Brad Geddes, once of the paid search world’s most highly sought consultants and speakers. Brad’s company, Certified Knowledge, offers a remarkably in-depth AdWords training program that anyone who’s serious about the AdWords mastery will want to check out.

Ways to learn AdWords without getting certified Certified Knowledge

Offering more than 150 video tutorials, these training resources are among the most comprehensive of any provider out there. Although the Fundamentals and Introduction to AdWords lessons are worth looking at, it’s the Intermediate and Advanced tutorials that really shine. Once you’ve gotten a little experience under your belt, dive into these courses to learn everything from advanced bidding strategies and location targeting to AdWords reporting functionality and even Display Network campaigns.

As Certified Knowledge is an official Google-authorized training provider, you can rest easy in the knowledge that these video tutorials are of a very high quality. They may not be free (see this page for pricing), but for serious AdWords practitioners and committed learners, it’s a worthwhile investment.

Still Stuck? Ask the Experts!

These resources should be more than enough to get you started on your AdWords journey. However, it’s virtually impossible for any site to preemptively answer all your questions, which is why WordStream launched the “Ask the Experts” video series.

These videos answer questions we receive from our readers and social followers. Each episode tackles a different question, and includes actionable tips, real examples, and strategies that our PPC experts and clients have found very successful.

To ask your own question, simply tweet at the WordStream handle @WordStream and use the hashtag #asktheexperts. Alternatively, you can tweet at Erin Sagin and Margot da Cunha, our two presenters, at @ErinSagin or @ChappyMargot – they’re always happy to answer any questions about AdWords.

How did you learn AdWords? Did you bother to get certified once you figured out the platform? I’d love to hear your thoughts.

 

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