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Performance Marketing Beginner's Guide / Road Map by Panos Makris …

- - - - keywords search
        
        content creation
        
        brainstorming
        
        lead generation
        
        trust increase
        
        authority increase
        
        organic reach
      - trend research #
    - - paid links
        
        effectiveness
      - ad:content Ratio
        
        how the ratio balances those two
      - site integration
        
        ctr
        
        bounce rate
      - content
        
        value
        
        usability
        
        readbility
      - social signals
        
        page level
    - - speed
        
        Website Speed Test
        
        pingdom
        
        pagespeed
        
        Gtmetrix
        
        WebPageSpeed
        
        WebDev
  - - - Google posts
      - Questions and answers
      - Reviews
      - Photos
      - messaging (not available to greece)
      - Booking
      - Local Service Ads
    - - LOGO
      - Coupon codes
      - other art that includes the URL
      - links
      - custom content
        
        custom facebook content
        
        posted by us
        
        posted by them
        
        guest blog
      - brand brief
      - event tickets or free tickets
    - - Community
      - Local business events
  - - - uptime
      - https
      - single url format
      - IP neighbors
      - malware
      - DNS issues
      - server errors
      - noindex
      - nofollow
      - 404(s)
    - - sitemaps
      - google cache
      - indexed pages
      - rss feeds
      - social media posting
      - rich snippets
    - - missing titles
      - title length
      - title keywords
      - meta descriptions
      - h1 headers
      - h2 headers
      - keywords
      - alt text
    - - logo links
      - anchor text
      - external links
      - orphan pages
      - subfolders
      - link depth
      - hierarchy
      - no javascript pagination
      - url variables
      - contextual linking
    - - mobile friendly site
      - responsive design
      - javascript and flash
      - responsive navigation
      - responsive images
      - responsive videos and embeds
      - Interstitials and pop-ups
- - - - getrefe
      - Icons
      - Pixabay
      - Burst
      - picjumbo
      - morguefile
      - FancyGrave
      - RawPixel
      - StockSnap
      - Startup Stock Photos
      - Split shire
      - Life of Pix
      - Pexels
      - Jay Mantri
      - Iso Republic
      - New Old Archive
      - ICON1
      - FREEPIC
      - COLOR AND DESIGN
        
        colordot
        
        stylify
        
        uigradients
        
        CSS3 button
        
        HTML entity
        
        CSSFX
      - Gratisography
      - Blob maker
    - - MASON
      - Overflow
      - UXpin
      - Creatly
      - PowerMockUp
      - Visual Inspector
      - Fluid UI
      - PLACEHOLDERS
      - RESPONSIVENESS
        
        responisator
        
        WEBPAGEFX
      - WIREFRAMES
        
        online mockup
        
        wireframe_cc
    - - Lorem Ipsum Link Title
      - Favicon
      - Mock Data
      - Mockups
      - Logo
      - UUID
      - HASH
      - CODE
        
        [minify(https://www.minifier.org/)
        
        codebeautify
        
        diff
      - IMAGE COMPRESSION
        
        compressor
        
        jpeg-optimiser
        
        tinypng
      - OpenDoodles
  - - - Prototype
        
        Build #
- - - - 10 am & 8 pm is the best hours
    - - titles with emojis, work
  - - - HOW TO: lorem ipsum
      - BENEFIT: lorem ipsum
      - LIST: lorem ipsum
      - TIPS: lorem ipsum
      - REASONS: lorem ipsum
      - QUESTION: lorem ipsum
      - NAMEDROP: lorem ipsum
      - NEWS: lorem ipsum
      - FASCINATION: Discover something
      - TARGETED: lorem ipsum
      - CURIOSITY GAP: he did something etc
      - INTRIGUING PROMISE: this man secrets for wealth beyond work
      - TEASER: Something happened to me ... here is how
      - COMMAND: DO THIS (peasant)
      - URGENCY: don't wait until the volcano goes BOOM
- - - - CPC
        
        ROI
        
        ROAS
        
        A/B tests
        
        Keywords
        
        Schedule
        
        Rank
        
        Landing pages
      - Placement
      - CTR
        
        sitelink ad extention
        
        call extension
        
        structured snippet extensions
        
        callout extensions
        
        review extensions
        
        other ad extensions
        
        compelling ad copy
        
        know your audience know them
        
        include your target keywords in your adverts
        
        headline
        
        URL
        
        keyword in the ad
        
        tightly themed keyword groups
        
        Title Capitalization
        
        Use the advert display URL effectively
        
        Regularly Adjust your bids
        
        Include Call to Actions and symbols in your Advert copy
        
        check your competition
        
        countdown timers
        
        Symbols (in order to grab attention) attentiongrab
        
        Test
  - - - 133 million unique searches
      - 5 billion monthly searches
      - 34% market share of US desktop search market
      - 1/3 of the bing network has a >$100k
      - cheaper
      - Average CPC $7.99 vs GA $20.08
      - can import campaigns from GA
      - mirror campaigns
  - - - Google
        
        PROS
        
        free
        
        easy
        
        adsense platform
        
        reporting
        
        support
        
        Cons
        
        price
        
        owned by google and maybe be dropped
    - - Facebook
        
        PROS
        
        Advanced statistics
        
        placement opportunities
        
        demographic customer targeting
        
        cross device advertising
    - - PROS
        
        own domain
        
        OpenX integration
        
        forecasting
        
        targeting
        
        platform integration
        
        support
      - CONS
        
        little information
        
        Price
        
        difficult to order
  - - - you don't know in what site will the ad appear
      - brand safety
      - ad fraud
      - ad results in wasted money
        
        :red_flag: $38B was wasted in 2017 : :red_flag:
- - - - Backlinks
        
        black hat methods
        
        links via comments
        
        links via forums
        
        submitting your website to directories
        
        pay for backlinks
        
        high quality
        
        in depth articles
        
        skyscraper
        
        longer
        
        uptoday
        
        multimedia
        
        link worthy content
        
        better design = visually pleasing
        
        structure
        
        reach the right people :black_flag:
  - - - age of website
      - use of google apps
      - social media likes and shares
      - raw time on site / raw bounce rates
      - javascript / react / custom code
      - knowledge panel on the right side
      - sitelinks on the footer
      - shared hosting (except if it does affect loading times)
      - robots
      - separator(s)
      - amount of headlines and types of headlines
- - - - method 1
  - - - Brand colors
      - Image Parameters
      - Graphic Parameters
      - Visual Assets Vault
      - Mix & Match Content Types
      - Content Color
      - Content Space
      - Content Focus
      - Visual Map And Strategy
    - - Authenticity
      - Global messages A.K.A. Worldliness
      - Embrace Gen Z
      - Compelling stories
  - - - content
      - community
      - conversation
      - connection
  - - - Intro of the video
      - Another video suggestion
      - Subscribe to channel
      - Follow on social media
      - Lead generation
      - Drive to website
      - Description
      - Auditory (leave a comment below)
    - - Watch time
      - Average Percentage Viewed
      - Average View Duration
      - Audience retention
      - re-watchers
      - engagement
      - Impressions Click-through Rate
      - Card Click-Through Rate
      - Playlist engagement
      - Unique viewers
      - Views per Unique Viewers
      - who's watching your video (demographics)
      - Subscriber growth
      - Traffic sources
      - Keywords
      - Hashtags
- - - - delivers on headline
      - Essential message up front
      - only necessary points
    - - B2B
        
        Formal
        
        information heavy
        
        Voice: Authoritative or disciplined
      - B2C
        
        casual
        
        Voice: Warm and friendly
    - - use visual elements to inspire, motivate and generate emotions
        
        Tell "why" and inspire to action
    - - consumers wants content not ads
      - people don't want constant email promotions
      - younger generations are anti-ads
      - ad blocking is the norm
      - people expect content from brands
      - people read before they buy
      - the journey begins with content
      - content breed credibility
      - content helps with the customer experience
      - users put their trust in content
      - content drive leads
      - content influence purchasing decisions
      - startups rely heavily in content marketing
      - content builds brand awareness and royalty
        
        content determines how users feel about your brand
      - content results in cost savings
        
        steady traffic
        
        conversions
        
        no fees
      - content is an industry and it is growing
        
        :<3:$24B in 2021 (digital only)
  - - - Alignment
      - proximity
      - visual weight
      - visual depth
      - contrast
      - size
      - typogaphy
      - color
      - repetition
      - patterns
      - buttons
        
        primary
        
        helpful
        
        secondary
        
        not helpful
        
        importance
      - images
        
        emotion
        
        large text
        
        headlines
      - CTA(s)
        
        Verb
        
        Benefit
        
        urgent time
      - instructions
        
        short
        
        exact
        
        clear
      - labels
        
        common
        
        easy
        
        basic
      - User psychology
        
        behavior
        
        motivation
        
        ability
        
        trigger
        
        emotion
        
        gain
        
        loss
        
        MODEL(s)
        
        BJ FOGG Behavior model
        
        behavior
        
        motivation
        
        sensation
        
        anticipation
        
        belonging
        
        ability
        
        time
        
        money
        
        physical effort
        
        thought
        
        social deviance
        
        non-routine
        
        trigger
        
        spark
        
        facilitator
        
        signal
        
        Psychological flow state
        
        hook model
        
        trigger
        
        external
        
        email
        
        website link
        
        app icon
        
        internal
        
        routine behavior
        
        action
        
        motivation
        
        ability
        
        reward
        
        intrigue
        
        wanting
        
        investment
        
        increase the odds of pass
        
        dopamine of the anticipation
        
        drive 3.0
        
        autonomy
        
        think creatively
        
        development projects
        
        freedom
        
        innovative solutions
        
        mastery
        
        rewards are less important
        than
        continuous improvement
        
        purpose
        
        bigger picture
        
        OKRs
        
        OGSM Frameworks
        
        motivations
        
        behavior design
        
        mental limits
        
        attention
        
        memory
        
        intuitive
        
        what
        
        how
    - - the fold
        
        above (e.g. hero image)
        
        the part that is visible to the user before he scrolls
        
        below the fold (all the rest of the page)
  - - - Traffic
      - Engagement
      - Social shares
      - conversions
  - - - Infogram
      - PikToChart
  - - - Content about solution
    - - content about problem
    - - competition matrix, compare solution
    - - what does it need to take action
    - - how-to, documentation, Follow-Up
  - - - payed
        
        influences
        
        advertising
      - owned
        
        own blog website
      - earned
        
        other writes about us
    - - smart home devices
      - messaging
      - chat bots
      - VR/AR
      - ML AI
      - new consumer behavior
    - - user generated content
    - - Native ads/ sponsored content
      - podcasts
      - Emoji
      - Animated gifs
      - Listicles
      - Clickbait
      - Quizzes
- - - - KPI
      - SMART
      - EXAMPLES
        
        Lead conversion
        
        Increase customer Loyalty
        
        Generate Leads
        
        Build a brand
        
        Increase Sales
  - - - FOR
        WHO
        OUR
        THAT
        UNLIKE
        OUR OFFER
  - - - hobbies
        
        interests
      - barries
      - goals
        
        career
        
        family
        
        community leader
      - background
        
        conservative
        
        liberal
      - demographics
        
        income
        
        age
        
        education
      - psychographics
        
        interests
        
        communities
        
        online activities
      - needs
        
        emotional connection
        
        conversation
    - - From
        
        interviews
        
        market research
        
        observation in their envirment
      - seeing
      - feeling
      - doing
      - thinking
  - - - Payed
      - Owned
      - Earned
    - - type a
        
        search
        
        1:1
        
        broadcast
        
        social
      - Type b
        
        search
        
        brand
        
        direct
        
        social