Marketing Milk
How is Expected Revenue Calculated
Clients revenue expected over the next 365 days based on the (YVC-1 visit) x new customers
What audience does a data acq campaign go towards
Primary exluding Customer or W/P/E exl Email
Facebook tools we use to attribute web events for people visiting a URL.
Custom Conversion
What can you use in google AdWords to help you select the best performing and most cost effective keywords.
Key word planner
Data Believability:
Examples:
“Why doesn't x number match what I have in my system”
“I don't think x amount of people have come from my ads”
“Corporate told me the numbers should be x”
One Pull up the data and confirm accuracy
Pull up where you pull the data in their system and confirm their system is accurate
Explain how the facebook attribution model works
Show them the event mapping tool in marketing milk
Show them how offline events are pushed into facebook
Ask them where the distrust comes from. Do they not believe you, marketing milk, or facebook?
Build back trust by explaining how facebook, one of the largest companies in the world, isn't lying and if they are you will mark hand in hand to mark zuckerberg's office but they have no reason to take on that risk.
What feature in Marketing milk allows you to see the demographics of the person that attributed a conversion?
Tools>Upload Status>Attributed
DAILY DOUBLE!!!!!!!! Rank the Optimizations by cost per impression from highest Cost per impression to lowest.
Highest = Lead Generation
Middle = Conversions
Lowest = Reach
Meta feature we use to track button clicks
Event Set up tool
Program used to track page views and button clicks through google
Google tags manager
Steps to take when a Client has lead quality issues?
1. Confirm that the ads copy image and targeting are accurate.
2. once that is confirmed dig into their sales process
3. secret shop and call leads
what feature in marketing milk should you pull up at the beginning of sprints to discuss the current state of the clients business.
The reports tab
You have a client that has two potentially distinct customers what should you do and how should you implement what your idea?
Create two different interest based audiences
Pitch them to the client and
get ad spend increase so you can run both interest based audiences under 1 campaign and test to see which one does better
AE is wondering if an ad had ever shut off over the course of the campaign cycle. what feature in ads manager can you use to see if there was ever a break in delivery?
reports>Trend
What optimization should you use for google ads that track conversions?
Target Cost Per Acquisition
Doesn't Want PPC because of bad past experience
Ask them about their past experience what was the pain point that got them to stop doing PPC
Hit on that pain point and explain to them the solution that working with drive would provide to that paint point.
Example. I wasn't able to see any results.
Did they have google tags installed
Did they track conversions
What results were they expecting and did they set themselves up for success with their strategy?
3. Provide them with reasons that drive is the solution odds are they didnt do it right when they started and drive has the resources and know how to correctly run PPC for them and they are only hurting their business by not doing it.
Leads client has leads access but no leads showing up on the dashboard what are 2 things you can check to solve this issue?
1. is the account authorizer attached to the leads access.
2. go to useful tools and reload the leads.
Your client is lead gen, you notice through their data that they are not closing a lot of their leads from facebook. however you also notice that more customers are seeing ads and making purchases (attributing) than spending the time to fill out a lead form. What potential strategy shift can you suggest to help them maximize their ROI?
You could switch them from lead gen to reach. Since reach has a lower cost per impression you can get in front of more potential customers and attribute to a higher ROI than lead gen.
you've just completed an upload and want to check to make sure that you've added the correct audiences, pages and pixel to each of the ads how. can you do this?
go to ads manager and click the + button in the upper right corner and ad those columns and check and make sure they are correct.
What are the facebook equivalent to Custom audiences called in google AdWords? (they are the building blocks to audiences)
segments
I don't care about my website Most of my customers will just come in the store
Run a website audit SEM rush / Google page speed test show them that their site isnt optimized for mobile and their page speeds are low.
Show them better competitors sites and let them know that they aren't competing in the space
Alert them to the fact that their website is the first thing people see about their business and is this something that you want representing their brand
Let them know that drive has solutions to their website such as web maintenance or a new site from Marketing milk or wordpress and they can schedule a meeting to discuss bringing on our web services.
where can you find the offline events that marketing milk used to break down new vs repeat customers?
Event Mapping
When conducting Sprints what portion of marketing milk should you start with and Why?
The reports tab to go over how their business is doing as a whole and gauge how they feel about their business as a whole. If their business is doing bad and we talk about how great their marketing is doing it can come off as tone def to the client.
You are creating an audience and are afraid the same people may be in both audiences what tool can you use to check this.
select both of the audiences you want to check click the three dots in the top right corner (...) and select show audience overlap.
How can you improve your ad position in Google AdWords? (name 3)
Thinks that their repeat customers are their loyal customers and we shouldn't target/count them
New customers were once someone elses repeat customers dont make the same mistakes as your competitors and stop marketing to them
Yes they may repeat but they may not know about x value point that we were marketing.
Example. Furniture store is running a 50% off sale and repeat customer see ads and purchases because of the sale.
You ever eat at Mcdonalds before? Have you ever seen a billboard for mcdonalds on a roadtrip and pulled over? Just because you've been to the business doesn't mean that you dont need to be retargeted. Being hit with an ad from a business you know can inspire more frequent and immediate action.