Paid Marketing Fundamentals: Strategies for Success | Luna Vega | Skillshare

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Paid Marketing Fundamentals: Strategies for Success

teacher avatar Luna Vega, Author - Podcaster - Fashion Ecommerce Consultant

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

    • 1.



    • 2.



    • 3.

      Taking a step back


    • 4.

      Market Research Essentials


    • 5.

      Setting Goals


    • 6.

      Picking A Channel - Part 1


    • 7.

      Picking A Channel - Part 2


    • 8.

      Sales Funnel


    • 9.

      Setting Up Your Campaign


    • 10.

      Analytics & Success Tracking - Part 1


    • 11.

      Analytics & Success Tracking - Part 2


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About This Class

Digital Marketing, especially Paid Marketing, can get pretty confusing. One day Facebook Advertising is the holy grail, the next Instagram Advertising, and the other Youtube; but every time you try to put any of these channels in action you get disappointing results. 

In this class, we will break down each paid digital marketing solutions available out there so you can better forecast your outcome, and start seeing tangible results next time you launch a campaign.

  • We will review the potential and limitations of each channel.
  • We will discuss how you can identify opportunities
  • We will review how you can set goals and budget - to help you create a customized strategy which will fit your business needs.

The goal of this class - is to provide you with a toolkit so you can put in place realistic budgets - schedules and objectives when setting up your next marketing campaign.


By the end of the class - you will have all the information you need to set-up a comprehensive paid marketing campaign…  

Meet Your Teacher

Teacher Profile Image

Luna Vega

Author - Podcaster - Fashion Ecommerce Consultant


Hi Guys :) and Welcome! Thank you for checking out my classes here on Skillshare. I'm a Fashion E-commerce Consultant, Author, Youtube, Podcaster based in New York City, Miami and Barcelona. I am on a journey to connecting, teaching, and creating possibilities for all talented freelancers, business owners and entrepreneurs out there.

Thanks to my many years as a digital marketing consultant, I know what works and what doesn't. I started my career working on a range of large-scale digital campaigns for a list of Fortune 500 clients. I left it all to pursue my passion in digital strategy and marketing consulting. My goal is to share my knowledge about digital marketing to inspire & empower others to Love Mondays.

Where will you find me? At an airport browsi... See full profile

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1. Introduction: when it comes to visual marketing, especially paid marketing, seizing get pretty confusing one day Facebook, as are the Holy Grail, the next eight Instagram ads and the other day YouTube ads. But every time you put any of these channels into action, you don't seem to be getting the types of results you were hoping for. Right. Figuring out which marketing channel is right for your brand can feel like a never ending guessing game. How can you decide on a paid marketing channel, which will get you the best return on your investment? How can you pick a channel, which will help you get more customer increase your revenue and run awareness in this class will break down each paid digital marketing solution available out there. You can better forecast your dot com and start seeing tangible results. Next time you launch your campaign, we will review the potential and limitation of each channel. Discuss how you can identify opportunities, how to set up goals and budget to help you create a customized strategy which will fit with your business needs. The goal of this class is to provide you with a tool kit so you can put in place realistic budget schedules and objective when setting up your next campaign. By the end of this class, you'll have all the information you need to set up a comprehensive paid marketing campaign . Who's this class for? Well, for anyone who is looking to learn more about the components of paid marketing, whether you are a burgeoning entrepreneur, a CMO at a start up an artist. If you're looking to get your brand name out there or if you're looking to get your business out there, well, this classes for you, you'll have all the information need to get yourself started, so I'll see you guys inside. But who am I exactly? Well, my name is Anna Vega. I'm a fashion e commerce consultant, coup, founder of E Commerce Academy and shoe addict. Will. My shoe addiction is what led me into the fashion industry. About 10 years ago. I've been consulting with Fortune 500 midsize company, helping them increase ourselves through their e commerce solutions 2. Assignment: hi guys and super excited to have you in this class. So the assignment is pretty straightforward. I'm going to ask you to pick at Channel that is right for you. Just one and flushed out your checklist for your campaign. The premise of the exercise is to help you start putting the strategic thinking in place before you put a campaign in to action. So essentially, what you will need to do is review all the pros and cons of all the different pay channels . We will go over that obviously, in this class and then start thinking about although checklists and all the items you'll need to put in place in order to execute that campaign So it could be for your personal business. It could be for your personal brand, or it could be for a fictional brand. And as a little extra incentive is, if you post a nasu ein mint, I will be more than happy to provide you guys with a 20 minute free marketing sessions. So again, an extra little incentive toe Have you guys post your assignment and shared with us, so looking forward to seeing what you guys are currently working on and provide you guys with some feedback. So let's get this party started. So let's get this party started. 3. Taking a step back: before we embark into this journey of bringing in more traffic, more customers, increasing your revenues, getting more brand awareness, it's really important to take a step back and think as to why you got started in the first place. I know it might sound like a little silly exercise, but really getting into the core of your business. Start up, friend and really understanding what your original mission statement. WAAS. What made you so excited to jump start this new adventure will help you formalize your vision. It's really easy to get wrapped up into the performance of the business, which by all means is important. But often, by doing so, we forget what the original mission statement waas and this original passion can slip away from. All our marketing efforts, whether it's a block, boast that you're writing with any content, marketing efforts or advertising, will talk more about that. But whether it's Facebook ads or what not even something as simple as your copy writing within your website, it's very easy to just get distracted and not understanding what the original goal was. And hence the Brent will start getting diluted so all of a sudden you are, you know, trying different ways to get audiences excited about your products. And overall, your Bren gets diluted. So therefore, I want to simply ask you to go back to the source. So what exactly are you trying to accomplish? What's your ultimate goal with your brand? So take a second to write the following down, take a piece of paper and ah, a pen, obviously. And start writing down. What exactly is it that you're trying to accomplish? Why does it matter? And how are you giving back? How is your product? How is your business giving back to your customer? What is it? What's in it for them? You really need to put yourself in their shoot. So really think as to how you are serving our greater good with your product. This exercise will help you identify how others are perceiving your business so you can better serve them. So how can you make your vision relevant to others? So obviously there's what you had in mind. Your original goal, your mission statement. But how can you make it relevant? Two other How can it serve? Other people will very often again, business owners get so caught up in the everyday household that they forget to answer these very questions. So you know, you have to go back to the source like we did in the other slides. And also you really need to know who your customer is. And I mean really, really knowing who your customer is. Who is that person like? You need to know your customer as if they wear your best friend, and I mean, I really hate it. I really hate to break it to you. And I mean, I really hate to break it to you, but most businesses have a very vague idea of who their customer are. Um, when of hot discovery calls with my clients, they will often provide me with a very vague gender, age and occupation data. And I mean, it's just not enough. How do you anticipate marketing to your customer? If that's the only information you have that's basically marketing suicide, right? You're shooting in the dark, not knowing how to speak to your customer because you don't know their deepest secrets, but also because that's not enough data to pick a marketing channel. That's right for you. So what type of data you big needed specifically. So to understand your customer, you really need to understand their lifestyle interests. What interests them, whether it's yoga, meditation or perhaps running like what is it that they like to do in their spare time? What is their buying motivation? Why would they be interested in purchasing from you and also aspiration and problems? So the following applies whether it's b two b or B two c businesses. You just really need to know what's in it for your customer and have a deeper understanding of what's their overall motivation into wanting to discover your brand and wanting to participate and eventually become a loyal customer. So your goal is to create a customer persona, put yourself in the shoe of your customer and try to figure out the day in the life of one of your customer. Now, some brands obviously have multiple persona as the target multiple demographic. But if you're just getting started, start small by just envisioning who is your core customer and creating a customer persona. The following information is vital to the success of any marketing efforts you decide to take on. Your messaging will be clear. Your efforts will be more focused, and you can use this date out to come up with specific content topics that your target customer aren't going to be interested in and even advertising adds. So this is a very important exercise to not be taken lightly if you want to see better results with your marketing efforts. So I have provided you here an example of the type of information, the type of questions, type of answers you could have for a customer persona. Go ahead and take a screenshot if you'd like, and make sure to start working on the following exercise. So the 1st 1 going back to the route taking us that back understanding what you're original . Mission statement. Waas. Then really putting yourself in the shoes of your customer, understanding what's in it for them. Why would they be excited about it? And then finally putting together a customer persona, she can start breaking down who your ideal customer is and not to wearing the next chapter . We're going to go over how you can answer some of these questions 4. Market Research Essentials : Before you start any marketing efforts, you absolutely need to gather data. And, like we spoke in the first chapter, understanding who your customer really is is vital. Now it might seem a little redundant, and you might be thinking to yourself, I already know all this information Can We already skipped this and head over to the juicy paid marketing content. But this is where I tell you. Big brands spend millions of dollars researching and understanding who their customer is doing research, and they have entire departments dedicated to drawing back data from the field. So why do you need to gather so much data? Having this data and going through the extra effort of pulling marketing Reese research data will save you lots of time and money. So, first and foremost, you can use this data to invest in the right marketing channels. So once you really understand who your customer is, and then we're also going to review some of the other data you will need, you'll have a better understanding of where you can spend your time to get better. Return on your investment. You can also used it to state out to come up with specific content topics that your target customers are actually going to be interested in. So you'll have a better understanding as to what interests your audience. So how can you better do better job grabbing their attention? Essentially, how can you write better headlines? How can you write better content altogether? How can you use better visuals? You can also use this data to localize the shopping experience of your customers as well. So, for instance, if you are seeing within Google trends that a specific me sure demographic that you're targeting is more active in a specific country, you can target those efforts in that specific country, for example, so whether it's adding a local language or local currency or, um, you know, applicable shipping costs, etcetera. That information is going to help you make better decisions with your marketing. And also, when you know your customers problems and buying motivations, you can come up with better offers and more. Your product is going to be more attractive to them. Your brand is gonna be more attracted to them because you'll really have put in the work to understand who your customer is. So which data matters well first and foremost customer persona like we discussed in the last chapter not to worry about. I'm gonna provide you guys with tools you can use to gather does data. Also, the 1st 1 is customer persona. I really understanding who your key customer is really knowing them your like your best run . The second thing is Google trends, So understanding your key terms are these key terms you're using. Are they still trending? Are they still relevant? Are people steal searching these key terms, or are they losing momentum? She used start using new terms. So this is from a S CEO perspective. So really understanding the key words are currently using making sure that they're still relevant looking at other opportunities. Other keywords that might be a better fit, etcetera. Also really understanding that data and then, obviously doing competitive research. What is your competition doing? How they're doing it? Who is their customers and how successful are they? So there's three simple tools that you can use to for data gathering. The first is surveys, so surveys you're going to be using the following to help with customer personas. You can also send surveys to customers you already have etcetera. So surveys is a great way to gather data and have a better understanding of who your demographic is, who your potential customer is etcetera. Then there's obviously Google trends to help you really dig into keywords, search term and really understand which keywords best fit your business based on what's trending, what's not trending. It also provides you data as to where these key terms most searched, which can be helpful. And obviously, if you're doing Google paid AdWords, for instance, and then there's obviously Instagram and Twitter search toe. True, the use of hash dogs looking at different ways. Um, when there's different types of data that you can extrapolated from instagram and Twitter, So let's go through it. So first thing is surveys, so you can send to your email list targeted surveys. If you already have an email list in place and, um, obviously you can provide them with a discount or any form of incentive for them to fill out the survey. You can also send your customer survey right after they've purchased from you. And if you don't have a mailing list in place, you can simply start reaching out to individuals within the network who you think fit the profile and start putting together a focus groups. There is nothing wrong with that or putting together for focus group within your friends and family. So again, you're gonna have better data. If you're really going after who your potential customer is, it's really important to put in the time to really understand who this customer is. So whether through surveys, you can also do phone calls, they can be really effective. Obviously, they're more time consuming for your customers, so make sure that you provide them when some form of incentive to, um to help you. The 2nd 1 is Google trends like we talked about, so you need to do a search and compare for key phrases or key terms. Look at what's trending in this specific example. You can see fast fashion, um, is a term that was, that is performing better than contemporary fashion. Um, and the term is used more in the United Kingdom, for instance, so you need Teoh. Estimate the potential demand of your brand or your product and also really understand the keywords you currently using to make sure that they are key terms that people are still searching to again. This is really important information, and you really need to been in the time to do the following your research. Next is going through Twitter and Instagram and looking at specific hashtags so you can analyze the tweets or instagram post of, um, potential customers like, uh, individuals. You could be your potential customer. Um, you can also we'll analyze the tweets and instagram post of customers of your competition. So going through your competitions, Twitter or Instagram Channel and ah, going through their followers and looking at what their customers air doing. And then you need to, through the information that you extrapolated, make a note of all the kinds of unique problems and interest that they are sharing publicly . So it's a little bit time consuming, but really worth the effort, especially if you plan on doing surveys. Um, what I would recommend is for you to start with doing ah, high level hashtag research and going through this exercise first and then once you already have some high level idea As to the likes and dislikes of your customer, I would follow it with a survey in order to validate all the information that you gathered . So make sure that you go to the profiles of each of these customer reader, bio and recent tweets or their recent instagram post and try to get as much information as possible. So you already have enough data that you can validate through surveys. So what's the ultimate goal when you're doing market research? While overall, it's to really identify opportunities for yourself. So obviously understanding who your customer is, she can do a better job speaking to them like we reviewed and also pick a channel that will be a better fit for you. And, um, also really thinking about what specific problem that you can help address. So how is your business helping helping your customer address a specific problem? Is there a specific belief system you can tap into based on the research that you've made? Is there a specific trend you can tap to tap into? And you can again turn looking at emerging trend through doing research on Google trends. So once you have couple key terms, usually it will give you with other relevant topics or key terms. You could be searching. I encourage you to searches other topics to see if there's any other opportunities you might have missed and you might be able to tap into. So essentially all this research is going to enable you to see if there's specific opportunities within that specific or specific trend that you can top into and that is relevant with your business. So is there a specific event is well, you can tap into, um, I mean, for instance, you know, Coachella is really big festival in the U. S. A lot of brands are currently topping into that by sending influencers through report on Coachella because obviously, if they're targeting a younger demographic, um, and their brun is a lifestyle brand, there's a lot of opportunities for them. So I mean, obviously the following is a little bit more commercialized. And, ah, if you're smaller branches starting out, it's going to cost you a little bit more to get involved in those types of events. But try to think if there's any other local events or any other opportunities for you to, um, to be able to draw a campaign around and then also, the goal of this research is to understand whether or not there is a specific audience within your Neech you can hyper target. So by really knowing who your customer is and by doing this research you my identify, um ah, hyper target. So a niche within a niche is what we call. And for instance, if you're a brand that's catering to the yoga population, you my do more research about acro yoga and find out there's potential opportunities for you to hyper target de acro yoga demographic. So that's very generic example for you. But that's, ah, niche within a niche, right? So try to see if there's opportunities, because the more niche you go, the easier is going to be for you to get better return on your investment on Facebook ads or any form of advertising paid ads that you put in place. So the more targeted you are, the easier it will be not, not only for you to really understand who your customer is, but also to be able to target them specifically and get better results 5. Setting Goals: Let's discuss how you can set up specific goals. You can have a better idea of the type of marketing budgets you should be allocating to your marketing campaign. So here we're going to this custody importance of putting in place KP I so key performance indicator Why you need them and how they're going to help you have a better understanding of the type of marketing budgets you should be allocating to your campaigns. So one myth I want a break right now is the myth of zero marketing budgets. I hate to do this to you, and I feel like I'm the carrier of bad news, but you definitely have to, like, go up this myth. I know. Blog's and business publications love to use the following as a headline as a Clickbait, but it's a false statement. Brands. You have succeeded solely using social media. They did spend time creating contents, marketing, spending time, creating great post spending time on their email, marketing, spending time, really having a strategy in place and time is money. The simple act France's of buying ah, high end camera to take better instagram photos is a marketing span, So any marketing cost money, time and effort. Do not be fooled by these glossy headline our brand. My claimed that they went viral without spending any advertising dollars. Well, they're not being completely trance parents to simple act of reaching out to influencer, for instance, which, I mean, a lot of brands think that that's free. Well, I mean, they did spend time reaching out to these influencers. If even if they already have a network and the simple act as well of defict gifting their product and shipping it well, that's a cost. And that's, ah, marketing costs that you need to take into consideration. To make money, you must spend money, but you want to spend your budget smartly. So before you decide on a budget that is right for your business, less take a step back and figure out what your goals are. Let's look at your KP eyes. What are your specific goal? So honest? I note KP eyes is immeasurable value that demonstrates how effectively your business is achieving its objective. Brands use KP ice to evaluate their success at reaching their target when launching specific campaigns. So there's an array of KP eyes, but I wanted to simplify things a bit and just extrapolated three main objectives for you. So whether it's increasing your run awareness generating leads slash growing your email list or increasing your revenue so you need to decide on a key. Pierre I That's right for you, based on how green or hot experience your business is. If you're just starting out, I would just focus on generating leads and increasing your Brent awareness. For instance, yes, you can pick all three of these KP eyes because obviously, every business's main goal is to increase their revenue. But it's gonna be a much easier battle for you, too. Track your results, and that is your expectation if you just picked 21 starting out. So now that you have your KP eyes in hand, we're going to go through the exercise of breaking down and putting actual numbers in place . We'll talk about that in a minute, but for now I wanted to provide you a benchmark as to how much companies are spending on an annual basis on their marketing. So whether it's content marketing paid ads, influencer marketing, email marketing companies are spending anywhere between 10% to 30% of their annual revenue on marketing. So now that you have an understanding of what your KP eyes are, we're gonna break down what your results should be. Ah, what your goals should be. And, ah, the following is gonna dictate how much you should be suspending on your marketing efforts . So this is gonna be the first exercise that you do. So essentially, you're going tohave toe. Look at your current metrics. You're gonna have to look at your inbound traffic. How much inbound traffic are you currently getting? So go through your Google analytics to writing down these numbers. The same for email newsletter. How many emails are your gathering on a daily weekly monthly basis? Start putting these numbers down these two metrics. Are you gonna help you dictate what you're Lee generation? Are Brent Awareness K P I is down the next g p. I is increasing your revenue, so increasing your revenue, you're going to look at the conversion rate metric and revenue goal metrics. So looking at what your current conversion rate is so meaning people there coming on your website how many are converting into actually purchasing from you actually downloading from you you can easily set up the following on Google analytics invite you to research to following. There's, ah, plenty of tools out there that will walk you through how to do the following and obviously looking at your revenue goals. So how much revenue are currently generating and what are your goals for the future? So what you want to do is write down where you currently are as a business and then start projecting long term as to where you want to be anywhere between 6 to 12 months from now. It's best to project long term because obviously you're marking efforts are gonna be owned going in order for you to start getting better results. Now you need to make a conservative estimate anywhere between 10 to 30%. Growth per month is what you should be estimating. So let's take a look back. You want to look, if you're looking at your KP I of essentially the lead generation KP I or the brand awareness K P I. You want to look at these two metrics inbound traffic, an email newsletter and sir projecting within. Where do you want to be a month from now? Three months from now six months from now, etcetera. Then if you're looking at the key P I of increasing your revenue, you need to look at your conversion rate and revenue goals. Okay, so start putting these numbers together. Start projecting. So you have an idea, specific idea of what your goals are. Now that you have written down what your specific goals are. I wanted to share some high level cost per acquisition figures. Now, do not be married to these numbers as they vary from industry to industry. I simply wanted to share them to give you a realistic idea of cost involved to acquire new email subscribers, product download or product sells. These numbers will very based on different variables, such as how good your at is, how good your marketing slogan is, how well your adis performing these numbers will very, very a swell on how well you set up your ad. Setting up a Facebook ad or any form of paid marketing effort is a sign in its cell, so someone who's experience will be able to get you a better conversion rate. A better cost per acquisition is and then a novice, and finally, it's also going to depend on how competitive your niche is. The more people are marketing to specific demographic, the more saturated the spaces and the more expensive the cost per acquisition gets. So this is really food for thought, so you can make an educated decision on the type of that's been needed to achieve your goals. So based on the goals that you put that you've written down Mr Looking back and start doing quick math to have an understanding of what your potential budget allocated budget should be on a monthly basis. But overall, your best bet will be to gather business intelligence. We can make an educated guess about your budget needs. So how are you going to gather business intelligence? Well, what I recommend that you do is that you set up a small Facebook ad campaign or small instagram at campaign for the 1st 15 days so you can start having metrics and having an understanding of how well your eyes were performing. So you want to start small with just $5 a day, set up a Facebook ad campaign with a lookalike audience, and then you'll want to set up an easy email capture campaign with an attractive offer. So encouraging people to sign up for a free product or for a discounted in their future. Whatever works best with your brands. And then obviously having a lining page specific to your campaign so you can increase your conversion rate, not to where you were going to talk more about the following in the next chapter. I just want you to understand that in order to have a budget in place, you need to really understand what your goals are. You need to put specific numbers to these goals so you can project into the future. And then you need to have a high level idea of what your potential marketing budget allocation should be on a monthly basis. And then you'll want to had you a gut check by putting in place a small Facebook at campaign so you can get a better idea as to what will make sense based on the business intelligence based on the data that you get back. So let's go through the next chapter 6. Picking A Channel - Part 1: Alright, guys. So you have up line your goals and have an idea of your potential monthly budgets you can allocate to your paid marketing efforts. You are now ready to pick a paid marketing channel, which will fit your specific business needs. Congratulations. Before we get started, though, I want to caveat that there isn't of one fit, size, all approach. Each business has very specific needs, so it's important that you tailor each marketing strategy based on several criteria as we're about to go over. Additionally, the beauty of digital marketing is that allows you to do small tests room so you can gather business intelligence and get a sense as to what performs better for your business. I'll share what has worked best for my clients and providing with some guidelines you can you can pick a channel that is right for you. But just keep that in mind when we go through each of the pros and cons for each different channels, so choosing a solution that is right for you, you must take these factors into consideration. So first, where is your audience? So where is your potential customers? Pending the majority of their time, In which platform are they? Argument the most likely to find them. Like we discussed in the 1st 2 chapters. The best marketers won't see until they have a better idea of who their audience is. They will spend the extra time to segment their audience and understand who they are. Based on your newfound knowledge, I'm going to give you a little hack. I recommend, for instance, that you find your customer your potential customer profiles in your competitors. Social media handles, whether it's Twitter, instagram, Facebook. So by finding them on these platforms friend M and analyze her behavior, she can get a better ideas to where they're the most active, the tops of the counselor following etcetera, and you can start gathering data about your potential customer. Now Step Two is to research the latest social media demographic infographics. To get a better understanding as to wear specific demographic is the most engaged, but usually a little warning, the social media demographic infographic mixture that you look at the latest one that you confine their quite general that can give you some idea as to where your audience is. If you're going in completely in the dark and have never around campaign before now. The second thing, which is quite important and a lot of marketers forget the following is to look at where there are potential opportunities for you. So through your research you might have noticed opportunities with perhaps specific keywords or hashtags. Or you might have even noticed a pattern in a specific Social media's channel. For example, YouTubers love to be summoned to do challenges. Remember the ice bucket challenge and how it went viral, while so this type of campaign would require you to reach out to influencers, for instance. But based on trends and bloggers, your demographic follows. You need to see there's any opportunity you can tap into. So if you're targeting, for instance, an active audience, can you perhaps create a CrossFit challenge again? This is why you must really understand who your audience is, so you can top into these types of opportunities and can tap into these specific trends to help you decide what channel might be best for you Not Finally, this one's pretty obvious. What is the most? Except if now, finally, what is the most cost effective channel for you? Based on budget ideas, you already have put into place which channel will be the most cost effective for you, this question is a little harder to answer, as it really depends on your level of expertise managing paid abs. You will get better results if you're an expert running ads than if you're just in office. For instance. My advice is for you to just get started with a small campaign with a smaller budget and pick just one channel. So now we're gonna I broke down for you guys. Each paid marketing options that you might have again. This is a high level review. I just wanted to go through each of the different opportunities that each paid marketing channel provides. So also, please note that these high level some points or these high level opportunities that are highlighted arse acceptable to your demographic and also your specific industry. Facebook ads are extremely powerful, which is why you might have heard so many marketers praising them lately. Facebook ads do a lot of very high conversion rates. They're great for companies looking to gain up down moods or anyone looking to generate more leads. The conversion rate is quite high, especially if you're of Facebook Ad Wiz and are really able to segment your demographic. They're pretty easy to set up, but he does require some extra knowledge when it comes to segmentation a B testing, etcetera. Now the cones Is that? Yes, of course, it can get expensive fast, especially if you're a novice. Don't be fooled. You will need to spend at the very least 200 a month or more to see any tangible results. And some industries are more saturated, another's requiring higher budgets. Facebook advertising is a signs in itself mixture. Educate yourself and find courses on Facebook advertising. She can learn how to set up them properly. Now next is Instagram Obs Yes, Instagram, as is pretty much Facebook child, right? And it's really cost effective even more than Facebook ads. In some way, However, keep in mind that the demographic is going to be slightly different than on Facebook. Instagram odds are easy to set up and can be done directly on the Facebook ad manager tool . It does. It doesn't work for all. Industry is one of the calm. So be to be, for instance, it's much harder to sell Instagram, even though I've seen it done. It's not as effective. I've personally witnessed great results using INSTAGRAM ads for e commerce clients, so it's definitely a great but from to use, especially if you're in e commerce, anything that's lifestyle, beauty, fashion works great or even up Downloads works great on instagram ads. And what's also interesting is that INSTAGRAM ads just, um, recently added a new feature, which allows you to know, just advertise on the feed but also advertising the stories. So there's just a lot opportunities there that I heard you to explore. The next one is YouTube ads. Yes, they're quite cost effective. You might be surprised, and videos are extremely effective in getting your audience engaged. There can be they can be a great way to grow your brand awareness. It's worked great for clients of mine who were willing to use the platform aggressively and go in with aggressive ab Spence. Um, I mean, I personally love video ads. I feel like they're a great way to bond with your audience. Now the coms include that audience. Targeting isn't as precise as Facebook ads, for instance, yes, obviously can pick different metrics to shoes your audience, but Facebook ads provide more segmentation and customization. Finally, YouTube ads do require producing captivating videos. It does make a difference. The House stunning video footage and having a great concept. Therefore, it's gonna be intimidating for some. But that's why video provides such huge potential because not every brand is willing to do video. Now you have Google ads. They're great to help your website rank on top for a specific keyword content marketing and Seo is so much more competitive these days. Therefore, investing in targeted Google ads for specific region can be a great solution to help you drive traffic to your website. Now, please do some research as keywords will being most powerful to drive qualify traffic to your websites is important that you research which keyword is going to be the most effective for you. Google Out tools will provide you with a few options when you input your euro directly. Now, some of the cons is that Google ads can get pretty expensive, depending on which region you're using in which keyword, just to give you an idea, a term like luxury real estate in New York City can Costas much US $5 to $8 a click. This is why it's important when sending up your campaign to really look for keywords that have the most opportunity for or less would cost. So keywords that are going to give you a decent on a trophic for a lesser call. So obviously sending up a Google ad requires, I mean, is also a science in itself. So if you're looking at that opportunity to drive traffic to your website, anchors you to really dig in and do some research is to wear the best ways for you to get more for your money. Now finally, is influencer marketing personally? It's my favorite form of paid advertising. Let me explain to you on I mean first, it's great way to create back legs. If you collaborate with bloggers and ask him to write a review about your product, they will back link to your website, which in itself will help your s your ranking. Additionally, it's a great way to generate trust amongst your customer. If others are testing out your product, potential customers will be more likely to purchase from you. Additionally, influencer marketing is a softer sell for say, it feels more generous in general. Now the cause eventual Esther marketing include that it's more time consuming and the results can take more time. So don't expect that by just reaching out to a few bloggers once you will get tangible results if you're going to need to build a relationship with anywhere between 20 to 50 or even 100 influencers and work with them on a more longer term basis to really re the rewards of influencer marketing. 7. Picking A Channel - Part 2: Now let's look at your specific objectives, your KP eyes to help you decide on a solution that is right for you. So whether you're cakey eyes brown were Nestle acquisition cells in Donald based from my Experience Peace book, adds INSTAGRAM. Ads and influence of marketing are great for any KP I. Whether it's Brenna wearing a sleek acquisition, cells don't load. It really depends on how you set up your campaign, and also it really depends on how you use each of the channels. For example, influencer marketing will take more time like we reviewed, but it will help you build a stronger connection with your onions. On the other hand, Facebook ads for INSTAGRAM ads are a great way to get click throughs or even downloads, but it will require more effort to build a strong relationship with these new leads. You'll need to have a solid email marketing funnel in place, and not to worry, we're going to discuss the following in the next doctor. Now YouTube is great for brand awareness and also lead a lead opposition. But one of the drawbacks of YouTube is at the drop off rate is much higher than other channels. It's an extremely effective channel to help generate Brennan recall and start indoctrinating your audience per se. Don't really love to use that word, but let's just say that audiences were going to get a better overview as to what your run is all about. True video. Finally, Google AdWords there are extremely effective for elite acquisition, meaning driving traffic to your website or a specific landing page and converting them into potential customers. So there is a lot for you to digest right now. So let's go over a quick checklist that I've put together to help you prioritize and help you with your channel selection process. So the first thing I heard you to do is review yours Trump as a business. Um so, for instance, what will work best for your business? So sharing a testimonial might be more effective via video. For example, if that's the round you're thinking of taking, and if you're considering to go that routes than I highly encourage you to think of using either Facebook ads, instagram odds or even influence of marketing now also review the pros and cons of each channel. Like we just reviewed in the Lost lives. Obviously, take all the marketing research day that that you've gathered in the previous chapter to determine what's right for you. So obviously, look at the stress of your business. What What type of marketing feels easier for you to execute? Are you approach a video? Are you not? Are you going to copy writing? What does the audience like Would do they dislikes? And then, based on the following, look at the pros and cons of each different channel to decide what might make sense for, you know, also need to decide how much time you're gonna be able to dedicate to setting up your campaign Facebook ads once it's set up. I mean, it doesn't take as much time. I mean, obviously, you'll need to monitor on a daily basis how you're as a performing, and you might have to make some tweaks here and there. But it's not as time consuming per se as creating a YouTube at. Same goes for Google AdWords. Once you set it up, obviously you'll be monitoring it on a daily basis, but it's important. It's I mean, once it's set up, it's already set up, especially little AdWords. They're pretty easy to set out. So you also need to intense anticipate spending some time learning how to advertise effectively in each of these platforms and or hiring an expert. Because obviously you don't know how to set up and thes specific ads, and you don't have the knowledge as to how you can get the best return on your investment. You're going to be bleeding money. So in each of these different cases, it's important for you to have a process in place. It's important for you to really know each of these channels in it out virtually, and we don't have enough time to go through the following. But I encourage you to spend your time educating yourself so you can really get the best return on your investment. So this checklist go through this checklist and we go through the other slides to really look at the pros and columns of each different platforms. Also, remember toe look at opportunities within your niche. Is there a specific training can tap into? And if there is, is there a specific channel that would work best? So you might have witnessed I did not include snapshot or Twitter within the list. Obviously, snapshot enables marketers to do paid advertising through them. I proceed Don't have experience with the following. I haven't done it in the past. Um, I know that at some point have used geo tagging. Now, I'm not sure how effective these are Encourage you to look into the following if you feel it might be a good fit for your demographic Personally, what I've seen the best results with has been Facebook ads insert instagram ads have definitely seen great results with YouTube ads as well. For larger companies, you had bigger advertising dollars and then finally my favorite influencer marketing. Alright, guys. Well, I'll let you kind of review all the following and take your time before you jump to the next chapter because that was quite a lot for you to digest. All right, See you soon. 8. Sales Funnel: let's discuss on essential part of any paid marketing campaign, which is often dismissed by brands, which is this sells funnel. So what is the cells funnel? Exactly, And why do you absolutely need it to put in place before setting up? I don't marketing campaign. A self funnel is a series of steps brands put in place to lead new followers to purchase from them. Let's face it, would you go straight to someone at a bar and asked him to marry you? Chances are, they would think you are heavily intoxicated, right? And they wouldn't take you seriously. While the same concept applies when starting our relationship with a potential customers, and too often brands assume that individuals when they discover their brand, they're going to purchase from them right away. And that's just not the case. So winning a new customer is like dating and requires to build a bone with your customers. So there are four steps to a customer journey, and it's important for you to follow these steps to convert your followers into repeat customer. So the first step is brand awareness. Brent awareness is went. Followers just discovered your brand, whether through an ad or through a social media post. They might check out your website, but they don't really feel a deep connection with you at this point. You peak their interest, and that's about it. And then the next step is front consideration. So when consideration is when they are already aware of your brand and they're starting to recall your bro name and they're also starting to consider purchasing from you dim, I need additional information to feel comfortable. You need to generate trust at this point. Next step after that is the first purchase. This is when they feel ready to purchase from you. They've done all the research. They feel confident making their first purchase. This is a crucial step. The better they experience, the better chances you haven't them becoming a repeat and loyal customer. And next, the last phase is when they become repeat customer, the repeat purchase. So this is where they had a positive experience with your brand, and they feel comfortable with your brand. This is the phase where they might even recommend you to their friends and become Brent ambassadors. So let's review this pyramid, which is essentially what the cells funnel is customers followed this customer journey when getting acquainted with your brand, and it's crucial if you want to get the best results on your pain. Marketing efforts to put a cell funnel in place. Therefore you goal is to first drive traffics of Bring traffic Through You're Paid marketing channel, which other channel you're using. You're going to drive traffic to learning. Paige. You're gonna generate interest by journal by generating some form of interest for your abs through your messaging through your landing page, etcetera. Then, once they have clicked on the odds and you want to encourage them to subscribe to your mailing list now lie well. This is very vital because, like we reviewed in the earlier slide, it takes your customers a few interaction with your brand before feeling comfortable purchasing from you. Rarely will a customer stumble on your website and just purchase from you, so it's important for them to subscribe to your mailing list. Next, you're gonna build a bonds with these customer by sending a welcome email. Siri's anywhere between 3 to 5 to eight emails really depends on your industry, as you don't want to sell to them on the first email. It's off putting like we talked about. It's important for you two surgeons generating trust for them to start feeling comfortable to start knowing your run a little better. And then finally, they will buy from you. Once you've established out bones, once they've received a few emails from you, they will feel comfortable purchasing from you. It's important you understand what itself certainly is and how it applies to your business so you can get the best return on your paid marketing efforts. Yeah, it's important you understand what a self funnel is and how it applies to your business so you can get the best return on your paid marketing efforts. A greatly capture example I'd like to share with you is willing against Louisville capture . Essentially, what they do is that they will drive their audience to London page, touting their free access to downloadable pattern, an eating pattern that is, and so if urinating aficionado chances are you going to provide them with their email with your email address? You can get access to that freebie, and so, obviously at that point will in the gang has an opportunity to build a bone with that subscribers, and this is where they essentially start the process of turning this follower into a potential customer where they feel comfortable enough to purchase from them. So therefore, you need to remember that yes, paid marketing channels are a great way to bring traffic and generate leads, but you'll need tohave a cell funnel in place in order to be able to continue the conversation with your newly acquired subscribers. You also need to realize that 95% of online consumers make purchases as a result of email marketing messages before. It's very important for you to have an email marketing strategy in place before you bring traffic from any page marketing efforts. So the South's funnels is the foundation of your campaign. This is where you're going to bring leads to letting Page and will review that in just a second. In order to capture their email addresses, you can start having a conversation with um so it's important for you to continue the conversation. By essentially, your main goal is to convert these visitors into Leeds, convert them into subscribers, so email acquisition is what matters most for you to get the best return on your paid at marketing efforts. So what you're gonna have to do is develop a regenerating landing page for your campaigns and creates a B testing to measure and refine your landing pages. So making sure that haven't understanding of to what landing pages performing better is giving you, ah, higher conversion rates. So essentially what you need to do is that when you're paid, marketing traffic discovers your brands. You must continue the conversation with, um by capturing their email addresses because you really are not going. You can't expect them to purchase right away from senior abs. So you're gonna capture their email addresses for lining page, and then you're gonna build a relationship with, um she can convert them into customer. So you aren't going to drive people directly to your website with your a call to action, but you need to create a specific landing page will tweet, which will convert these visitors essentially into subscribers. So let's go through the anatomy off a landing page. The first thing you need to make sure is that you create a compelling headline which will make your call to action obvious, and obviously following has to be in line with whatever your campaign messaging is. So let's say that you're touting a freebie to ah, pattern like we just saw with Ruling again, you need to make sure that you're tying the following in the odds, and then you're continuing the conversation within your landing page. You obviously need to efficiently convey the value of your offer in the landing page that people feel comfortable providing you with their email addresses. You need to put all your information above the fold, and you need to also provide testimonials. One relevant because the following does help establish trust went others see that they've purchased from you in the past or what not or they are saying great things about your brand . It really depends on what your campaign objectives are. And, um, Huff, huh? Green your businesses as well, And then, most importantly, you absolutely need tohave an opt in offer in your landing page. This is absolutely crucial, like we've been reviewing. So I included for you Ah, high level wire frame which highlights best practices, one designing a landing page. So I also encourage you to check out some of these. Resource is to further study what will work best for your market segments, so try to check out on bounds. Hub Spot kicks metric optimized Leelee pages of Smart Insight. They have great resource is on best practices to build a converting, high converting landing page. I encourage you to check the following out. So let's go through the checklist pretty quickly because again, there's quite a few things you need to put in place before you start with setting up your first campaign. So you need to create an ad which will peak curiosity. So perhaps offering a freebie. That's just the one specific example. It might not work for your brand. I mean, try toe, come up with something enticing that will essentially peak curiosities. Then you're gonna drive that traffic to learning Paige. And this is where you're gonna capture email addresses. And then you're gonna set up a welcome email sequence five emails or more, depending on again, your demographic and your specific industry. But I do recommend that you don't do any less than three females, and five is been the sweet spot for some of my clients. So this is your opportunity to essentially convert your subscribers into customers and then obviously continuing the conversation because, you know, it really depends, like on its own, a customer per customer basis, Some customer. My purchase after you sent them. Just a few emails and some it might take, you know, a couple months for them to start feeling comfortable purchasing from you. So really, the goal, the goal of of most campaign, I mean, you know, really depends again on your T p I. But it should really be on lead generation and capturing emails, because then you have an opportunity to build a relationship with these individuals and obviously increase your revenue. So now if you're only working towards Brent aware in us, let me see. The following is a little different, but you still want to capture email addresses at the end of the day because, you know, even if you're just launching in a few weeks and and what not like just the fact of having a email list and having individuals you can start marketing to will make all the difference . So your efforts, your marketing efforts, will be a lot more fruitful if you go through the effort off having a cells funnel in place 9. Setting Up Your Campaign: congratulations. You have your goals and budget and hands. You selected a paid marketing channel you want to test and you've also started setting up yourselves. Funnel. So now you're ready to set up your first campaign. I can't stress this enough. The beauty of digital marketing is that you can get real time results and alter whether it be your actual up advertising or your actual landing page yourself funnel based on how well or how bad they are performing. So I highly recommend for you to set up as many a B test as possible. So you can a B test all your marketing assets. Take a few trials for you to get an idea of what performs best for your demographic. Whenever possible, try to a B test. Most definitely. You want a B? Test your abs and you're letting Page. So a great advice that I can give you is to start small and just continue optimizing from there. So don't get stuck trying toe up with the perfect campaign. Once you've done your research and have a few campaign ideas that you'd like to test, prepare your assets and go to markets, you can start analyzing your results and start optimizing accordingly. But let's see. So how small should you start? Well, first and foremost, it's important you focus on one segments at a time for so I was going to be cheaper for you to focus on a very specific segments of, for example, picking women. Don't 25 to 30 New Yorkers who work in advertising and fashion. And like cross pits, it's a very specific segment. And by focusing strictly on just that one demographic segments your data is going to be cleaner, and you're just gonna have a better understanding of what the demographic likes and dislike and was importantly, you're just going to get better results with your advertising. If you're trying to reach too many demographics that wants, it's some. It's going to get a little crumb saluting couldn't polluted, and it's gonna feel a little overwhelming for you. The other thing is, obviously it's important for your ads to build some form of excitement. So when you're doing your research originally and you've highlighted some opportunities that you might want to test out, make sure that you're cocky writing. Um, you know, whether it's your ads or your landing page that it really takes the interest of your audience. You also wanna have visual branding. Um, and even your video really needs to speak to your audience and, ah, build excitement. So that really is going to be. The purpose of your ad is to build enough excitement builds enough curiosity for people to want to click through. So next you'll want to tell a story by continuing the conversation with your newly acquired lead. So you know you're going to start telling the story through your lining page that's going to be the first place. And then obviously continuing that conversation through emails and sending them you're welcome. Email. Siri's that part of yourself Funnel right? So following is important and then, obviously a landing page. So to think that we haven't talked about yet is that it's important for you to build custom murals for your landing page. Eso, like we talked about landing pages, are really crucial. Talked about this in the last chapter, so you need to build custom your else for all your lending pages, especially if you're doing a B testing more trackers. You haven't placed a more precise your analytics results will be. So obviously you'll be able to get a sense us to, um, how much traffic is going to that custom mural? Um, and the types of conversions rate you're getting, which, letting page is, uh, being more effective for you. What? You might want to switch etcetera. Also, to create a custom mural for your campaign, you can easily use Google, your builder. I included the link here for you. So this is just a nisi way for you to build a custom. You're out for your learning pages, and you might also want to include tracking euros as well within each of your email sequences so you can get a sense asked to You know where your traffic is coming from when they're taking out your website, obviously, and also get assess so you can specially, like tag each of your users on and, um, follow their customer journey like throughout your site. So really important for you to have custom murals in place when you're creating all your different assets. So let's go through a checklist of all the different items you're gonna have to have in hands when you're setting up your first campaigns, so obviously an attention grabbing headline so you can pick the interest of your audience. Have visuals that are really speaking to your audience, whether it's product shots and spattering graphics video etcetera than you're letting Page needs to do the same needs to really grabbed your attention. Make sure that you have your email. Siri's ready anywhere between 5 to 10 or factor eight. Whatever feels right for you. I mean, like I said, for most of my clients, five emails is a good sweet spot. Obviously, you'll want to make sure that, um, if this is crab is that you cried through your campaign and that they haven't purchased from you to continue having the conversation, make sure to include all your custom your rounds for tracking definitely on your landing pages in your emails is nice toe Havas. Well, um, courage you to do the following and then obviously try to do so as much a B testing as possible. Whether it's for your ads, your landing page, you can have a better idea of what performing better, and then once you have that information, essentially you can. But most of your marketing budgets with the with the campaign that's doing better and then make optimization Z as needed. So quite a bit for you guys. Teoh Digest. But, I mean, essentially, you have to check. Listen head now, So you know exactly what you need to put in place in order to start first campaign. So this is all very exciting, right? 10. Analytics & Success Tracking - Part 1: Let's discuss in this section how you contract the overall performance of your campaign so you can optimize your marketing efforts and get the most bank for each advertising dollars spent tracking your campaign. Success is vital for the growth of your business. Your goal is to understand first, which odd or messaging or keyword is performing better. Which demographic is better responding to your messages? And, third, which channel is performing better based on your KP eyes, Analytics and tracking fairly deserve a class of its own. To be completely honest, um, it can get pretty complex. For the purpose of this class, I will provide you with a high overview of important metrics. You absolutely need to set up along with different stuck to follow when setting up your campaign. So let's get started. How can you reach your marketing goals? The reason you need toe watch The performance of your at and campaigns like a hawk is because your ultimate goal is to get the best return on your marketing efforts. It will take a few tweaks before you find your sweet spot and bring in high converting numbers. You should be patient with yourself when you set up your first campaign. In a nutshell. Your goal when you review your analytics is first understanding whether or not your campaign goals are ah, met. So essentially understanding whether or not your campaigns are helping you reach your KP eyes. Second, analyzing each aspects of your campaign so understanding you essentially need to identify what is and isn't working. Are your odds getting clicked on? If they aren't, why not? Is it the copy? Then he's tweaking is a divisional. Sometimes a single word can dramatically effect the performance of a nod. Next is your landing page. Converting? Are your e mails getting click throughs, etcetera. So based on your observation, you will need to optimize your campaign accordingly. Again, this will take a few trials and errors who continue to do a B test. You need to a be tester ads you need to a B test for landing pages, even your e mails, and essentially you need to re rinse and repeat that same process over and over again. So on a side note, we haven't spoken about this at all in this course. Another factor that can affect the performance of your ads athe Overall user experience of your website in this class, I went in with the assumption that your overall website has all the best practices implemented. Now. If your website needs tweaking, it will show in your conversion rate. If your conversion rate is lower than 0.5% meaning Onley, 0.5 of your traffic clicks flash purchases from your website. You are going to need to make some adjustments and be able to tell you specifically which adjustments because it really depends on ah where the issues happening, which is what's really important for you to have as much data as possible, which you can then translates. You can turn it into actionable items for yourself. So let's talk about success tracking. How can you track your campaign success based on the KP eyes you established earlier own very broadly. Let's review different metrics you must keep an eye on. So first is brand awareness. If you are looking to get a sense of how well you're performing with your brand awareness overall, you need to look at how much website traffic you're getting, which are the source is based on the different odds that you've set up Is there an ad that's performing better than another? You also need to look at the overall click through. So how much? Click through from the odds. How many people are coming directly to your website? How much time are ALS? Are they spending on your website? Ah, minutes. Watch if you have video content. So how many minutes have they watched and your overall social media engagement? Um, did more people add you on Instagram or other social media channels after the interacted with your campaign etcetera. Also, make sure to keep an eye on those metrics if you're looking strictly at gaining more run awareness. Obviously, if people are mentioning your brand as well and influencers air mentioning you, you also need to keep track of the following generating leads pretty straightforward. There's, ah, most. The most straightforward way to attract the following is to see how many emails you've been capturing. So how many emails recapturing will give you a pretty good indication of ah, whether or not your campaign is successfully helping you in generating leads increasing revenue pretty straightforward as well. How many cells are you generating from your campaign? Just a tip of the iceberg, you will need to break down your website traffic, lead generation and revenue increase for each campaign. You can also add specific trackers to know exactly which add is bringing you more revenue if you're running a B testing. So here's an example for each accents you can break down home achy spent your clicks, your leads, your conversion rates your cells so you can determine the cost for lead and your cost. Purcell sure that you have a very least the following, so you can track how much each as are costing you and whether or not you're generating any from of cells from it. If it's converting based on the KP eyes that you hot put in place, and then so you can have essentially an idea as to each how much each lead is costing you, etcetera. 11. Analytics & Success Tracking - Part 2: So now let's go over each tracking tool you will need to review, along with some high level benchmarks. Now there is an array of tracking tools available in the market. They're fine to use and provide different types of integration. Personally, I just love Google analytics, and I just ensure to set up goals and all my trackers within the website so I can truck because the customer journey and have an understanding as to where my traffic is coming from. So we are going to go over and through that much detail in this class as it would really take up on entire class. But, um, overall, make sure to set up a U. T M tracker more on that later, but very important to have as many you team trackers as possible. So for your learning, Paige, you're going to There's a couple things you can do. So landing page. If you're using a tool like unbound or optimize lee, etcetera. Usually they have tracking directly within the tools. You will want to look at the overall performance of your landing page. Make sure to perform a B testing. You'll want to set up a U U t m tracker. Ah, you TM tracker can be set up in Google. So essentially, if you're driving people after the landing page to your website, make sure that you have that in place so you can see where your traffic is coming from. Now try to get a conversion rate that's higher than 10%. Um, anything above 5% works well, but you really want to try to aim as, ah as high 10%. So again, the UPS ended themselves that you're using optimize Lee. Refusing on grounds will provide you with this information. Next is a Facebook ads manager. So obviously, within Facebook, as manager, you contract the success of your Facebook and INSTAGRAM ad performance. You can have as many at sets as you'd like. Now make sure to Ah, obviously look at the performance of each of your ads so you can, um, find out which one is performing better and then changed him accordingly. You obviously want to test different audience segments as well, based on whether or not you have lookalike audiences or, if you have other audiences, your testing, so you want to try to have as many permutations as possible Facebook advertising can get pretty geeky. And I don't want to bore you with the following. I suggest that you take a course which will run you through all the different ways you can set up Facebook ads. Next is Google AdWords obviously Google AdWords as its own tool. This is where you're going to be looking at your AdWords and YouTube ads performance. So you're gonna be able to track your overall click through rate and track your overall conversion rate. Um, here the numbers are kind of a broad, um, across the spectrum. So I mean, I've seen higher conversion rates for AdWords, especially if you pick at words that are extremely niche and you've done your research. I mean, you can get conversion rate as high as 20 to 30%. I've even seen 40% in some instances, so it really depends. Um, YouTube is a much lower than that. Usually the conversion rate of scene is about, um, 15% or so or less. Then finally, So obviously your Google analytics, This is where you're going to get a sense if it's which if you're driving traffic to your website. As to the sources of the traffic. So that's why you're gonna have toe. Make sure you have you tm trackers, setups. You can know where your traffic is coming from. You're gonna have a look at the drop off rate. So how many people dropped off once they went on your site? What's your overall conversion rate? Meaning how many people are actually purchasing once they go on your site? Um And then obviously, you need to set up as many truckers possible so you can have a good understanding of your overall costs. Customer journey. Understanding is we'll see how much time they're spending on your website, etcetera. Finally, if you're doing influencer marketing, campaign their several ways toe figure out which influencer is bringing you more traffic. What I like to use usually is bit Lee. So setting a bit lee your else for each of your different influencers so you can track whose ring you the most. Traffic. Now, um, if you want to provide them with affiliate marketing, you'll need to set up specific you tam trackers again. Ah, within your sight so you can have an understanding of how many cells each of these different influencers will bring you in so following can get a little tricky, and it's not super clean. I mean, if you're looking to do affiliate marketing like, I suggest that you just set up a link share, but again, just ah, high level. I wanted to provide you guys with the, you know, the a little analytics tool that you need to review when you're setting up your campaign. So just to recap, you want to look at your landing page metrics. So I mean, if you're doing your lining page metrics within up to Mosley and Bounce or any of the soft Tory you'll have, all the information need within the software is if you're doing it directly in your Web site. Dan, you'll need to set up the proper Google Analytics within your sight. So within your landing page, so you have an understanding of where people are clicking through. Ah, what the conversion rate is. Facebook Ad manager. This is where you're going to be looking at the overall performance of your Facebook and Instagram ad. Um, obviously, you know you want to track and see which outset is performing better. Google AdWords with this is where you'll be tracking AdWords and YouTube ads and then your overall Google analytics. This is where you know, track the overall health of your campaign by looking at what's going on and your website. So let's go through each step. You'll need to follow to measure the success of your campaign. So the 1st 1 is to review your marketing goals. You have set up your KP eyes. You have an idea of what your specific goals are. Obviously, you're going to try to meet those goals. The more detail information you have, The better overview. You'll have us to whether or not you were able to reach those goals. Once you've done couple marketing campaigns, your numbers will be more accurate. But let's review your different marketing goals. So first is encouraging brand loyalty. So I need to look at how much social media sharing did you gather Hamad traffic? Did you get on your specific website whether or not there's influencers who've ended up sharing your brand, etcetera, if you're looking to generate leads, simply, you're gonna look at how many emails um, you've been capturing. And if you're looking to increase revenue, obviously looking at how much revenue the campaigns are generating for you. Um, I don't have downloads in there, but obviously it's similar to increase revenue. So you'll have understanding of how many dollars you're getting for each of your different outset. So then this is a crucial part. This is where you're going to set up all your trackers and ah, you team trackers within your Google analytics and throughout your website. So, um, the following can be done directly on Google analytics. If you do a quick search for you TM trackers plus Google analytics, there's a tutorial directly on the analytics tools that you can quickly go through to understand how you can set the following up. So the importance here is to track your customer journey based on where they are coming from, so you can have an understanding as to whether dropping off why they're dropping off, especially if you're not 100% sure about the U I of your role website. I mean, ah, there isn't such a thing anyways. Oh, as ah website that has perfect you. I. It always needs to be tweaked, but you'll have a good understanding as to where you can make optimization in order to get as many conversion rates. It's possible our higher conversion rates, that is. Ah, Finally, Step three is measuring your overall conversion. So which out sets are converting better than others? Which, Which learning? Page? Which email is leading you mawr traffic and, um, is actually converting to cells. So obviously need to look at your bounce rates your average duration of, um, visits. So how much time people are visiting the website, uh, paid the types of pages that they're looking at etcetera? Um, so your conversion rate will give you insights about the quality of your traffic and whether or not your ad was successful, you might want to tweak your demographic. If you're seeing your conversions. Rates are really low, which is why it's important to be really organized and test. Different demographic and different messaging toe have a greater understanding as to what works best. So finally, you'll need to determine your return on investment. So to step for, you'll need to determine your return on investment. You can, um, re set up the example that I shared with you guys earlier. Ah, which shows all the difference all the different at sets, and you can have an idea of how much money you're spending for each different leads. So essentially, you'll want to tie your findings back to your initial advertising spend. You need to obviously look as to how much you spent for each different assets and then look at your average cost for leads and look at your average cost for aquisitions. This is where you're gonna have a better understanding of the return on investment and also figure out how you can do a better job next time to really optimize um, and spend less advertising dollars and get better results. Now, finally, Step five. This is essentially where you're going to digest all the analytics data that you've received and figure out which optimization makes the most sense for you. So, um, determine what you can improve. Should it be your learning? Paige, should you improve your ads, should you optimize your website? Should you advertise to another demographic? By reviewing the data, you will have a better understanding as to what meets fixing. So again, um, if your landing page conversion rate is really low, well, chances are that you definitely want to fix your landing page and review the copyrighting review the visual review. The overall user Experience your ads pretty straight, for you'll know pretty quickly whether or not your odds are converting. This is where you'll be able to essentially switch different demographics, test different demographics to see which demographic is better converting Now if throughout the cells funnels, everything seems to be clean, except at the moment of the conversion rate within your website. Then you might want to reflect on making tweaks to your website, and ah, like I said, I mean, it's just a matter of fine tuning your campaign, each aspect and assets of your campaign so you can get the best results. It's quite time consuming, but do not deter from continuing to put ads together to launch odds. So you can hot that business intelligence so you can make better educated guest as to what works and what doesn't. The only way you're going to be able to do so is by launching various campaigns. You'll start having that knowledge. Every industry works differently. Things work differently for each different industry, from copyrighting to visual from how Lining Page is structured from how emails are sent. So it's important for you to really educate yourself as to work, work specifically for your niche and then apply the following. And once you get your results back, learn from it and continue optimizing. So don't get discouraged. So you want to make sure that you're testing results every 15 to 30 days and optimizes needed. Obviously, within the first couple days, you'll have a good idea as to how you are. You are performing after performing really poorly. I encourage you to stop them and rethink your strategy. The reason I like to give my odds 15 days is because I've been running campaigns for quite a long time. I know what's gonna work and what isn't gonna work. So before I even launched a campaign, I usually tweak the odds or tweak the copy, tweak the cells, the copy for the emails, etcetera accordingly. And I like to give it some time to see what's performing better. Usually, I play around with different demographics to get a better understanding at which, as to which demographic is more receptive to a specific ad. So again, the best way for you to get started is assigning a small budget to unspecific campaign. After 15 days if you feel like it could use some improvement and I encourage you to update , revise your campaign accordingly and make those updates. And then, you know you can roll out a new outset every 15 days or every 30 days. It really depends on how well you're as a performing and where things Where's the traffic dropping off? So you really need to look at where the draft traffic is dropping off. And what are the specific parts of your campaign that you can optimize to get better conversion rates? Alright, guys. Well, that's it for now. Congratulations for finishing the course. Um, overall, if you have any other questions, feel free to reach up to me. My Facebook page. Just look for Luna Vega or you cannot simply find me on my website luna vega dot net. I would be more than happy to answer any of the questions that you have. And ah, looking for two senior assignments. Guys, alright. Super excited by