Review: CXL Institute Mini-degree in Growth Marketing 8/12
This in my 8th review of the CXL Institute Mini-degree in Growth Marketing. This week was somehow special since the lockdown in Slovenia got a little bit “softer” and I actually had a chance to visit my hairdresser, some clothings stores and bought some Christmas presents. It was probably the most opimistic week since the beginning of the autumn and it was also much easier to study the material.
Last week I started the most technical module of the course, Channel-specific growth skills, with courses on Facebook Ads, Email Marketing and Messaging Strategy.
In this week’s text, I keep writing about the journey within the Channel-specific growth skills section, now studying the courses of Google Ads and Content Strategy for lead generation, part of the 13 courses within the section, as presented in last week’s text. The focus of this week will be on Google, one of the main digital channels, for paid or organic strategies. Below, I have separated some of the main points of each one of the courses.
The course on Google Ads the CXL Institute, taught by Johnathan Dane and approximately 2 hours, aims to clarify how to make this channel work for a specific business necessity. The course is from an intermediate to advanced level, that is, it already requires that we have a minimum of experience and understanding about the tool. Johnathan presents the ruthless prioritization framework, which provides well-defined rules to be followed to always run ads that reach the desired audience in the right way.
The course taught by Johnathan was divided into 17 short lessons. The instructor starts by covering some basic topics to understand what kind of information the tool can provide depending on the product for which the ad strategy is being used. Having defined what the tool can offer, we start with the objective part and how to be productive in the pursuit of the stipulated goals.
To increase productivity, Johnathan deals with how to identify what works and what doesn’t from a simple structure of ad groups, and shows how to use the native tools of Google ads, which contains the most accurate data, to build strategies consistent with the objective . Despite many features available, the instructor also shows how there are opportunities in external tools, such as SpyFu, SEMRush, among others.
Next, we look at PPC temperatures and how the conversion intent differs from Google Search. The instructor explains how to use the PPC temperatures law to structure campaigns that generate higher ROI, either in the traditional version of advertisements or through Displays, Youtube and Shopping.
In the next part, Johnathan shows details about the Google Ads interface and how to take advantage of different opportunities that the tool allows. In this section of the course, we start with the Main Dashboard, which contains a summary of the main information, we go through the Campaigns, understanding the types, objectives and configurations available, and we go to Ad Groups, covering the strategy of building groups that make sense. Finally, we see about features that the tool offers us, such as filters, scripts, rules, Google Ads Editor and Kite Software.
In the last few lessons, Johnathan deals with optimization and scalability. For optimizations, we see weekly and monthly routines in order to always expand the strategies of what is working. Testing frequently is important for a successful optimization process. When the cost per conversion and return on investment are at an acceptable level, the next step is to scale the strategy. To this end, the instructor shows how to expand keywords, channels within Ads (display, youtube, shopping), audiences, among others.
Content strategy and SEO for lead generation
In the course Content strategy and SEO for lead generation, Andy Crestodina shows, at approximately 6h30, the importance of content on a website. Content is part of every step in the sales funnel and is critical to conversion. In 6 lessons, we see how to master the Content Strategy and how to consistently generate high quality leads.
In the initial part of the course, Andy deals with the concept of Content Strategy. It defines content marketing as the opposite of advertising, since while ads buy the attention of the public, the content earns the attention little by little. We see the importance of mastering traffic and conversion, using content, subjects and formats, to master each part of the sales funnel. With a well-defined strategy, we started with the optimization part, the topic of the second class, in which the instructor deals with details on how to better position our webstie in the search engine rankings.
After that, Andy shows the best practices on how to create content that is easily consumed by users and that can be promoted without major obstacles. Also on how to promote content, the next class deals with collaboration, networking and influencers, explaining how to maintain relationships with other digital creators in order to leverage the reach of the content and improve the positioning in search engines.
Even with well-produced and properly promoted content, the content program may still not be sufficient to achieve the desired goals. The Process, production, efficiency class deals with some ways to make the program more efficient and consistent.
Finally, in the last class, Andy addresses the importance of measuring the results of the content produced, so that they make sense not only for the messaging strategy, but also financially.
I will continue the journey inside the Channel-specific growth skills section, starting with the courses on Retention, PPC and SEO driven editorial calendar. Those new subjects, combined with my newly acquired Google skills (paid and free) will generate incredible combinations! I’m already anxious.
As in all the previous weeks I can only say the material of the courses is very well thought through, well-structured and very informative. I very much enjoyed my learning process and I can highly recommend CXL Mini-degree in Growth marketing to anyone who is interested in this field.
Since this is my last post before Christmas, I wish you all very mery Christmas holidays!