Stay Informed

Key Takeaways

• The Behavior report is practical information: you can use this to make changes to your website. You quickly see if the change was good or bad so you can make further changes. Instead of doing SEO work on 500 pages, you can fix the ten to fifteen most important pages. By improving the bounce rate for a page, you’ll have more visitors. In addition, the better the bounce rate, the higher the page will show up in Google.
• The Conversion report also gives you practical, immediate information. You can see if a page in your conversion path is leaking too many users. By fixing that page to get the users to go to the next step in the conversion path, you can increase conversions without additional marketing. You’ll also see how to set up conversion tracking and visualize the data with a conversion funnel. This is very useful with clients and decision-makers.

• How keywords, ads, and landing pages work together in Google Ads
• How to use A/B Split Tests to test ads so you can develop the best ad
• The various kinds of ads, plus additional settings that automatically make ads for you
• Types of display advertising and how to work with those
• How to understand the data when testing Google Ads
• The five types of match modes in Google Ads

This course, led by Susan Finch, co-producer of 15 B2B podcasts for the Funnel Radio Network, keynote speaker, 35-year+ marketing professional, is the first step to building a successful podcast, saving you from mistakes, time, and embarrassment long before you turn on the microphone.

Points that will be covered, as well as skills taught:

• Why podcasting?
• How can it benefit your company, your department, and even you?
• Why do most podcasts fail?
• How can you prevent a misfire?

The advanced session dives into the Google Ads engine.

• How the Google Ads bidding algorithm works (with examples)
• How Google Ads uses Quality Score to set your cost-per-click
• How to improve your Google Ads Quality Score
• How to set bids, manage bids, and manage your budget
• How to optimize the bids to get the most clicks at the lowest-possible cost-per-click
• How you can bid $0.25 and rank higher than a competitor who bids $5

We’ll also look at a tool that lets you manage several accounts.

We’ll also look at another tool that lets you manage up to 300,000 keywords.

Topics Covered

• What is mobile-first? Why websites must prepare for Google’s March 2021 core mobile-first update. What happens if they don’t?
• The difference between responsive design and mobile-first design.
• Examples of good and bad mobile-first design: placement of buttons, tracking tags, and content.
• Should you re-build your website for mobile-first?
• How to look at your analytics, ranking, and competitors.
• How mobile-first website design will affect not only SEO but also paid ads, social media, and payment systems.
• Live Q&A.

This is the second in a two-part workshop series led by Susan Finch, co-producer of 15 B2B podcasts for the Funnel Radio Network, keynote speaker, 25-year+ marketing professional. This course assumes you have a podcast or let one slip away for a variety of reasons.

Key Takeaways

• After this course, you will be able to plan out the structure of your physical show files to make creating many episodes simple.
• You’ll be able to create a logical template in Adobe Audition or Camtasia.
• You will also know how to choose the right music for your podcast and whether you must include a video version.
• You will have a guide to creating your intro and outro copy that will be evergreen.
• We will review how you are sharing out your show and episodes to see if there is room for improvement (there always is!).
• We’ll give you ideas on how to get your staff enthused about sharing out your shows and how you can make it easy for them.

What You'll Learn in this Workshop:

This class presents winning email marketing strategies for acquiring and retaining customers in a world of crowded email inboxes and mobile viewers. We’ll talk about best practices for email copy, design, and implementation. We’ll cover offer strategies, writing winning subject lines, which day of the week to send and frequency, and how to design emails for mobile using responsive design. The class lays out a complete strategy on how to build your engagement score by implementing onboarding and engagement playbooks. We’ll also discuss strategies to improve your deliverability and how to avoid spam filters.