Recently I had an email correspondence with one my brightest digital marketing students. He asked for advice on creating an AdWords campaign plan. I told him the plan should include certain elements, and only them (it’s easy to make a long and useless plan, and difficult to do it short and useful). Anyway, in the process I also told him…
Introduction This post applies to cases satisfying two conditions. First, you have a simple landing page designed for immediate action (=no further clicks). This can be the case for many marketing campaigns for which we design a landing page without navigation and a very simple goal, such as learning about a product or watching a video. Second, you have a…
Introduction Startups, and why not bigger companies, too, often test marketing channels by allocating a small budget to each channel, and then analyzing the results (e.g. CPA, cost per action) per channel. This is done to determine a) business potential and b) channel potential. The former refers to how lucrative it is to acquire customers given their lifetime value, and…
Problem of ROI in publishing The return on investment (ROI) of academic publishing is absolutely terrible. Think of it – thousands of hours spent correcting formatting, spellings, rephrasing, and so on. All this after the actual insight of the research has been accomplished. In all seriousness, 10% of time spent doing research and 90% writing and rewriting cannot be thought…
1. Definition The Iznogoud Syndrome can be defined as follows: A startup strives to disrupt existing market structures instead of adapting to them. In most industries, existing relationships are strong, cemented and will not change due to one startup. Therefore, a better strategy is to find ways of providing utility in the existing ecosystem. 2. Origins The name of this startup…
Update [24th March, 2017]: In addition to the formula explained in the post, I would add the following general criteria for a good AdWords case: 1) Low-Medium competition (high CPCs force to look for alternative channels), 2) Good website/landing pages (i.e., load fast, easy to navigate, have text information relevant to the keywords. Introduction Google AdWords is a form of…
I teach this very simple formula to my students when they are required to write a pre-campaign report for the Google Online Marketing Challenge (GOMC). You want to report metrics in a table like this: budget ctr cpc clicks impressions 250 0,05 0,2 1250 25000 (The numbers…
Introduction I’ve been doing a lot of Facebook advertising. Compared to Google AdWords, Facebook Ads is missing a lot of features, and has annoying bugs. I’m listing these problems here, in case anyone working at Facebook would like to have an advertiser’s opinion, and that people working with programmatic ad platforms see how difficult it is to create — if…
I keep forgetting this stuff, so noting it down for myself (and others). 1. Don’t ask “would you” questions, ask “did you” questions. People are unable to predict their behavior. 2. Don’t ask about your product, ask about their problem. Wrong question: “We have this product A – would you use it?”. Right question: “Do you ever have this problem…
Here’s an example on how to do PR for a crowdfunding campaign. It should be sent at least a couple of weeks prior to launch. — Hi [name], this is [yourname] from [yourcompany]. We are preparing to release a new product in [yourplatform], and I wanted to give you heads-up since you wrote about [a competitor] six months ago. Our…