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Check-In_Document_AFTER.pdf

Paul M
June 30, 2021
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 Check-In_Document_AFTER.pdf

Paul M

June 30, 2021
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Transcript

  1. Understanding of The Problem
    Think Like A Strategy Consultant is an online course that has had some success in digital
    advertising. Working with GoGlobal, we want to work together to develop a customer
    conversion tracking system and to develop a long-term strategy for digital marketing. The
    project will be structured in two phases:
    Phase 1: Setting up tracking (COMPLETED)
    - Technical google tag manager, teachable
    Phase 2: A four-month testing period to test the following questions:
    At a high level the key questions we need to answer are:
    1. Which ad strategy is the best?
    2. Which demographics are the best to target through ads?
    3. Which countries are the best possible countries to target?
    Our Current Understanding
    1. Which ad strategy is the best?
    Facebook appears to be converting better than google, We still want to test video
    and see if we can improve e-mail marketing results since a lot of people are signing
    up for the email course.
    In three months period the strategy that seems the best is the current strategy
    which is:
    • using Facebook for acquisition of new users and remarketing to users who
    are already familiar with StrategyU brand through visual ads
    • using Google for search ads (keywords targeting + dynamic) and Google
    display ads for remarketing
    2. Which demographics are the best to target through ads? Info on ages, profession,
    other details
    • The best audience is 25-44 years. More narrowly it’s 25-34 years old.
    • Gender: male prevail with around 60% purchases and woman takes 40%.
    Most of the buyers are in professions:

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  2. • Technology business – software (productivity software), advertising & marketing
    services, web design, etc.
    • Financial business – financial services
    • More than 95% of purchases are made from desktop computer.
    3. Which countries are the best possible countries to target? US, Canada and Australia
    are the best markets. India does not appear to work well with ads.
    More than 50% of purchases are made in USA and Australia. Canada comes into play with
    buying templates.
    Detailed Process Update
    We are currently in our third month of testing and thing that another 8 weeks of testing is
    appropriate with day-to-day updates.
    Completed: Month 1: Testing 50% Facebook / 50% Google
    This month focuses on India and the US. Since India is cheap to test it is worth using as a
    test to see if there is additional interest and to learn more about behavior
    Learnings:
    1. Tests on the India market did not have positive results
    Next Steps:
    - Switch India with Australia
    - Move more budget to Google to test Google as a main platform
    Completed: Month 2: Focus more on Google
    This month is about focusing on google and shifting to testing US, Australia and Canada
    further.
    Learnings:
    1. The click price went up
    2. Slight improvement in purchases (not yet satisfying)
    3. USA still number one option to focus on
    Next Steps:
    - Removed Australia and left only USA and Canada
    - Move more budget on Facebook to test Facebook as a main platform

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  3. - Using google for remarketing (search and display) - target searching users who
    already visited StrategyU website
    ➔ Month 3: Focus More On Facebook
    After less effective results on google, we decided to shift to facebook to focus more on
    targeting initial customers via facebook ads and remarketing. Google will only be used for
    remarketing
    Learnings:
    1. Currently best option for StrategyU shown by purchase data
    2. We should not change the overall strategy for another 4 weeks – only do slight day-
    to-day updates
    3. Even if we removed Australia as main targeting country in this month we got several
    purchases via remarketing which means we should include it again afterall.
    Next Steps:
    - Continue to work on current strategy with updates: possible lead campaigns
    - (update example – use “acquisition” campaign to collect leads (subscribers) directly
    on facebook and then/also use remarketing to target subscribers + high intent
    visitors
    Last period results:
    Sold courses – 20
    Sold Templates – 4
    Click on subscribe button – cca 3000
    Spent – 1850 $
    Overall List Of Learnings
    - Time to purchase is 8-9 days
    - USA is a primary country, while Australia is a secondary – both have higher CPC than
    for example India, meaning less traffic but more relevant users
    - Facebook better as first awareness, Facebook and Google are both good for
    remarketing; for Google search we need to wait for more data
    - Best audience is 25-44 years old and working in technology and finance

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  4. - Awareness is best through Facebook and for the rest, it has to be combination of
    Google and Social Media
    Next Steps / Open Questions To Discuss
    - Want to test video ads (Paul to send 20 second video)
    - Want to continue to test facebook and other countries
    - Need to review at end of May to review next steps and ongoing working relationship
    - Using Facebook to create lead campaigns for subscribers
    - Uploading subscribers lists to platforms to create lookalike audience (for now we
    did this with buyers only, but it seems it’s still not a long enough list)
    - Test gender specific visuals
    - Example
    -

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