Fast tracking user acquisition

Ed Davidson@ @davidsoneaGeneral Assembly London22nd November 2013

Fast tracking user acquisition

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Who I am Who I’m not

GENERAL ASSEMBLYFAST TRACK USER ACQUISITION

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• Frameworks, Exercises, The meat• Running Lean• Choosing early-stage channels• Conversion basics and tracking • Future channels

What we will cover

FAST TRACK USER ACQUISITION GENERAL ASSEMBLY

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• Introductions • What you want to get out of the session

Who are You


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Framework 1 – Media types

Paid Owned

Earned

Converged

Sponsorship

Advertising

Paid search

Site

Blog

Youtube channel

Twitter account

WOMPress coverage

Buzz

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Build awareness KPIs – UV, fans, Audience share


Framework 2 - RACEBuilding awareness

Interaction with a brand

Goals

Repeat and delight


Framework 3 – Conversion funnel

ImpressionsOr eyeballs

- Remarketing- Shopping cart abandonmentCommunications- Shareability

- MemberGet member Tracking

-N.b – Closed loop reportingGoal 4 Sales

Visits

Goal 1 – Email sign-up

Goal 2 - registration

Goal 3 – shopping basket

AB split testing

Product improvements

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CPA – Cost per actionLTV – Lifetime valueLTV – CPA = Profit!ROI or ROAS – Return on Investment/advertising spend

Optimising requires measuring everything in between. •Click-through rate (CTR)•Cost per click (CPC)•Conversion rate (CR)•Average order value (AOV)

Marketing Jargon - KPI’s


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running Lean

GENERAL ASSEMBLY

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“A startup is a temporary organisation designed to search for a repeatable and scalable business model” – Steve Blank

Test, measure, learn

TIMITI

Lean startup Marketing



Traffic light system

GENERAL ASSEMBLY

As you progress, your business model isn’t fiction, it’s fact.

= Happy Investors!


What if scenarios

Attraction efficiency

Site conversion efficiency

Lead conversion efficiency

Costs

Profitability

Average order value

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• Think about your own Conversion funnel.

- What are your conversion Key Performance Indicators?

- What actions do you want your customer’s to take?- Registration, Email sign-up, phone call

- What assumptions are you trying to validate?

5-10 mins

Exercise 1


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No mums!

•Customer personas•Treat it like a tap •No one-off traffic yet•Fast cycle times – “Measure” and “validate” •Continuous customer reference•Branding slowly but surely

What makes a good Early-stage marketing channel?



What does this mean?Paid, I’m afraid!

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Anything people search for – AdWordsDemographic targeting – FacebookInterest targeting – TwitterPhysical products – KickstarterB2B – Go sell – LinkedIn

Choosing your Channels


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Your First 1,000 Customers


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• Auction• Ad position• Account structure• Keywords• Quality score• Campaign history

Adwords overview


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• In theory 1p more than the ad below you

The auction


http://www.wordstream.com

Ad rank CPC Bid Quality Score

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• Keyword relevance – matching • Ad relevance – click through ratio• Landing page experience – Engagement rate

Quality score



Ad positioning options

GENERAL ASSEMBLY

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structure


• Network choice• Naming structure• 1 goal per campaign• Ad groups – Keywords

ads bids• 3 ads per Ad group• Automated rules• Daily campaign

budget• Automatic or manual bidding

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Keywords


• Customer personas• Your company – your site• Tools – Google’s Keyword Planner• Average monthly stats, competition levels,

Average CPCs

– SpyFu or Ubersuggest

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Keywords match types


• Broad match - Misspellings, synonyms, longer phrases including keywords

• Phrase match – Phrase, close variations of that phrase• Exact match – Exact term and close variations of that

exact term

Negative

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Ad creative


- 25 characters for headline, - 70 characters to explain what you- 35 characters of display url


The triangle trick

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• Assume everything has history• Campaigns, Ad-groups, ads, keywords• YOUR DOMAIN!!!• Pause poor performers quickly.

Account history


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• Mock out your Campaign structure.

- Which campaigns would you use?- Which keywords relate to your business goal?- Which themes could each keyword be grouped

to?- Which ad copy would you test?

5-10 mins

Exercise 2



Conversion Turning clicks into cash

GENERAL ASSEMBLY



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Landing page best practice


Landing page 1 Landing page 2

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• Relevance• Integration with referral source • Sufficient detail • Page length• Meaningful graphics • Signposts – Call to actions

Landing page guidance


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• At least 3 pages of good unique content• Terms of service & Privacy Policy• Optimised meta titles, H1, Body

Do not go live without:


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• Sketch out an optimised landing page for your business.

Think:- Relevance, integration, detail, sign-posts,

length- Headline, image, data collection, call to

action

5-10 mins

Exercise 3



Paid Socialnew ways of targeting

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• People don’t always search• A relationship – often more fruitful • Conversion starts with the networks

themselves

Average Facebook user - 15 mins per day

Social paid channels


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• 1 billion active users– 24 Million UK

• 64% Active mobile user• Self service for ads in 2009

• Options– Boost page engagement – Increase page likes– Traffic to your site– App installations

FACEBOOK


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• Experiment - ad formats • Build an audience • Build conversations to become conversions• Make it engaging, you are pulling people

away from pics of cats….

Facebook Tips


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Advertising - Placements


• Sponsored results in search bar• Log out page • FB exchange - retargeting• Facebook Ad• Newsfeed – sponsored story

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Ad creative

• Text • Image• Social endorsement


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• Geo, Age, Gender• Connections and friends of connections • Sexual orientation and relationship status• Education• Advanced – Custom audiences and Look alike groups

• CPM or CPC

Targeting and budget


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• 200 million active users– 15 million in the UK

• 80% mobile• Just launched on self service this month

TWITTER


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Types of ads


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• Keywords• Interests or followers • Gender• Device

Targeting


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• Optimise for a click-through• Remove #hashtags, @handles & pics and

focus on the link • Keep tweets colloquial very different from a

search ads

Twitter ad tips


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• Discuss what would be the most appropriate Paid social network for your business?

- Why are your customers using this network?- What targeting options would you want to

use?- What would be the type of creative you

would use?

5-10 mins

Exercise 4



Early engagementOpening up the Comms channels

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• Auto responders• Engage• Turbo charge early adopters – Share their experience – Member get member schemes– Build up product reviews

Email



Future opportunitiesGet in there quick

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• Instagram – 8 mins a day – 130 Million active users– Owned by Facebook– Looking to monetise– First ads for large businesses – Mixed response

• Pinterest – 15 mins a day – 50 million active users– Personalised pin recommendations – Rich pins – Recipes, articles, product

movie and now place

Looking to the future


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• Buffer – Social scheduling.• Facebook Power editor• Adwords Editor• Google Keyword Planner – Keyword

research. • MailChimp for email• Google Analytics or Mixpanel• Strikingly – Simple landing pages• People per hour - Freelancers

early stage Tools


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Takeaways


• Targets, budgets and funnels• Measure everything - TIMITI• Know your customers • Test your channels • Consider conversion • Engage

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Wider reading


• http://www.hubspot.com/• http://econsultancy.com/uk/blog• http://adwords.blogspot.co.uk/ • http://www.searchenginejournal.com/• http://unbounce.com/blog/• http://www.socialmediaexaminer.com/

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@[email protected] – Edward Davidson

Stay in touch


Fast tracking user acquisition

Documents

broad match

movie pins

free keyword

keyword multiple

negative keywords

killer keyword

receipe pins

shown free