Category Archives for "Tracking"

Oct 30

Epic Marketing Failure

By charles kirkland | Tracking

Billion dollar lessons learned the hard way

Over the years I’ve worked with Fortune 500 businesses, celebrities’ brands, startups, and businesses that are struggling to this day.

I’ve noticed that success or failure never depends on just 1 thing.

It's a failure of multiple small things that tank a business.

I want to share some lessons that I’ve learned and apply to my own business and consulting.

1. Everybody is accountable for success.

Never hire people who want a job.

When people have the owner mentally they go above and beyond any job description. If you tell me something is not your job, you’re right. It's not your job anymore because you’re about to be replaced.

2. Nobody is too good to do the smallest task. While having lunch with a founder he told me that he doesn’t expect his workers to do anything he wouldn’t do. That includes changing the toilet paper when it runs out.

3. Systems are only as good as the results they produce.

A lot of businesses have systems in place. But if the results aren’t living up to your expectations, you have a system failure, not a personal problem.

Building a better fool proof system is the key to getting predictable results.

4. Time is not your friend. I can’t tell you how many times I have worked with a business where the business was on a nose dive to the grave and nobody really cared.

It drives me crazy. It's easy to ignore when things are going bad and you think that all you need is better marketing. Great marketing can’t save a business with poor economies.

5. Your numbers don’t lie. Forget all the advisers who tell you that you need to lose money to acquire customers when you don’t have the money to start with.

That works if you are an established player or you’re funded to the point where you can bleed money to acquire market share.

When you’re trying to figure out how to make payroll, the number one concern needs to be how to make money now.

At the end of the day cash-flow is king.

6. Daily meetings. I believe in short 10 minute daily meetings where we have a few minutes to review numbers and talk about what we are doing.

The longer you go between checking your sales and expense numbers, the faster you can sink your business.

I have our numbers posted daily on a whiteboard where I can see today and the last 3 months.

There is no reason not to know your numbers.

I hope you enjoyed this and maybe it has you thinking about your own business. Reply and let me know what you are going to do different in your business.

Thanks,
Charles

Feb 16

How To Setup A Google Display Network Campaign

By charles kirkland | Adwords , blog , Tracking

Google Display Network is a network of websites which are associated with Google Adsense where you can show your ads through Google AdWords. Here you can make different kind of ads like text, image, rich-media, interactive, video ads, etc., as compared to just Text ads in the Google Search network.

You can choose on which websites you want to show your ad, or you can tell Google a theme and Google will place your ads on relevant websites for you.

Why you should use Display Network?
There are typically three goals one can consider while opting for the Google Display Network, which are Brand Awareness, Increase Sales and Drive Loyalty.

Goals

There are mainly three types of goals that can be achieved by using GDN namely:

  1. Branding (Brand Awareness)
    The GDN helps you generate awareness by showing your ads to the relevant customers so that they can know about your business and consider your business as an option. The more the people research in your business category, the more important it is for you to stand out from the crowd.
  2. Increase Sales
    The GDN helps you to drive more sales by showing your ads on relevant sites to highly relevant people more often who are
    looking for the relevant piece of information or product.
  3. Remarketing
    Increase customer loyalty by showing ads to only those people who have visited your website but did not take any action.
    This can help to remind them of your business so that they can return and buy the product from your website after clicking the ad.

So now, since you are familiar with the goals that you can achieve with the GDN, now lets dive into more details which are required to setup a GDN Campaign.

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On the next screen, you have to give the campaign a name and select the goal for your GDN Campaign. You can only select one goal for a single campaign.

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After selecting the goal you would see the same campaigns settings which we have already been discussed in the Google Search Network Campaign

NOTE: Google will automatically select the bidding strategy for you which will best suit your goal. You can change it at any time, however.

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On the next screen, enter the AdGroup name and then enter a bid for Viewable CPM (amount which you want to pay to show your ad to 1000 users). Then, enter your landing page address. As soon as you add your landing page URL, Google will analyze it and give ideas for targeting. As you can see in the red rectangle in the screenshot, Google is giving 3 ideas under the Interests and re-marketing targeting (we will discuss different targeting methods later on in detail).

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On the next screen, enter the adgroup name and then enter a bid for Viewable CPM (amount which you want to pay to show your ad to 1000 users). Then, enter your landing page address. As soon as you add your landing page URL, Google will analyze it and give ideas for targeting. As you can see in the red rectangle in the screenshot, Google is giving 3 ideas under the Interests and remarketing targeting (we will discuss different targeting methods later on in detail).

This is what you will see if you choose the demographics radio button under the “Choose how to target your ads”. Here you can choose to whom you want to show your ads to. You can select the gender and the age.

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If you choose the Interests and remarketing, then you will see a screen somewhat like what is displayed in the screenshot. You can add the interests which Google suggests, or can add your own later on.

The steps are the same if you are setting up the campaign for different goals, except for one or two things, which you will know since we have already explained the Search Network in detail.

We will discuss other targeting methods later in detail.

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