December 2011
Beginner to intermediate
448 pages
11h 44m
English
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Using AdWords to Build Brand Awareness and Drive Conversions
The problem
Shelley Ellis of OnlineMarketingPerformance.com was approached by a startup company in the “daily deals” space (a fairly new industry that has only become popular in the last couple of years with the growth of Groupon and LivingSocial). The client needed to build brand awareness and share their marketing message, while at the same time driving sales to fund further growth.
Shelley realized that neither the Search nor Display network was sufficient by itself to generate both brand awareness and conversions. Additionally, the traditional Display network strategy of automatic placements would limit her client's exposure, so she needed to use a more aggressive form of Display network targeting. Finally, her client had a target cost per acquisition (CPA) of $15, so all leads had to come in at cost per conversion or lower.
The solution
The goal of the campaign was to provide immediate value to the client through customer signups, even as the client was building brand awareness. Those signups would allow the client to e-mail daily deals to the consumers. Online Performance Marketing approached this in three main areas: search, banner ads in Display, and contextually targeted text ads.
Search
Online Performance Marketing ran search campaigns using keywords like [daily deals], [deal of the day], and [daily online deals] to capture the existing marketing of “wallet out” customers read to sign up and make purchases. ...
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I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.