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\author{lszyrmer}
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  /Title (adwords-for-market-research.pdf)
  /Creator (Cheatography)
  /Author (lszyrmer)
  /Subject (Adwords for Market Research Cheat Sheet)
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    \vspace{-2pt}\large{\bf{\textcolor{DarkBackground}{\textrm{Adwords for Market Research Cheat Sheet}}}} \\
    \normalsize{by \textcolor{DarkBackground}{lszyrmer} via \textcolor{DarkBackground}{\uline{cheatography.com/21430/cs/4124/}}}
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  \mymulticolumn{2}{p{5.377cm}}{\bf\textcolor{white}{Cheatographer}}  \\
  \vspace{-2pt}lszyrmer \\
  \uline{cheatography.com/lszyrmer} \\
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  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Cheat Sheet}}  \\
   \vspace{-2pt}Not Yet Published.\\
   Updated 12th May, 2016.\\
   Page {\thepage} of \pageref{LastPage}.
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  %\includegraphics[width=48px,height=48px]{dave.jpeg}
  Measure your website readability!\\
  www.readability-score.com
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\begin{multicols*}{2}

\begin{tabularx}{8.4cm}{X}
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\mymulticolumn{1}{x{8.4cm}}{\bf\textcolor{white}{Key Market Research Terms}}  \tn
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\mymulticolumn{1}{x{8.4cm}}{{\bf{ad spend}}- the amount of money actually spent on an advertising campaign     \newline % Row Count 2 (+ 2)
{\bf{banner ad}}- a type of online advertisement, a click-able image ad which then sends the user to a specific URL, such as a landing page     \newline % Row Count 5 (+ 3)
{\bf{brand marketing}}- a type of marketing based upon repeated exposure of prospects to specific marketing message, in the hopes that it will influence buying decisions over the longer term and build goodwill     \newline % Row Count 10 (+ 5)
{\bf{clickthrough rate (also click-through rate, CTR)}}- the percent of people who see an ad and click it. For example, if an ad is displayed 100 times and 1 person clicks it, the CTR is 1\%   \newline % Row Count 14 (+ 4)
{\bf{clickthrough}}- a click on an advertisement. useful to analyze because it's behavioral, and also a precondition for a sale in paid customer acquisition   \newline % Row Count 18 (+ 4)
{\bf{cold traffic}}- traffic to a website that is completely unfamiliar with it. a good source of baseline testing data to analyze demand, which isn't skewed like warm traffic   \newline % Row Count 22 (+ 4)
{\bf{conversion rate}}- the percent of prospects who take a desired action after arriving at a landing page. This usually refers to the prospect's buying the product or leaving an email address for further followup   \newline % Row Count 27 (+ 5)
{\bf{customer acquisition cost}} (CAC)- the amount you actually pay to acquire a customer. While there will be an average CAC, in practice CAC varies widely on the marketing medium used, tactics, and relevance for that particular audience   \newline % Row Count 32 (+ 5)
} \tn 
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\mymulticolumn{1}{x{8.4cm}}{\bf\textcolor{white}{Key Market Research Terms (cont)}}  \tn
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\mymulticolumn{1}{x{8.4cm}}{{\bf{direct marketing (direct response)}}- a type of marketing that focusses only on the behavioral response of prospects in aggregate, i.e. maximizing percent of prospects who respond to a specific advertisment. A different approach than brand marketing.   \newline % Row Count 6 (+ 6)
{\bf{Expected Lifetime Value (E(LTV))}}- the total revenue (or profit for more mature businesses) you expect to make from one customer. This is an educated guess until you have actual sales data after a product is launched   \newline % Row Count 11 (+ 5)
{\bf{funnel (also: sales funnel)}}- An analytical technique used to organize sales efforts as a flow of potential prospects, who become leads, and ultimately become customers. Similar to how liquid flow down a kitchen funnel, many prospects drop off before they actually buy, resulting in a funnel-like structure. The technique attempts to minimize the \% of drop-off at each stage   \newline % Row Count 19 (+ 8)
{\bf{gumball machine number}} (GMN)- term by Perry Marshall referring to how much you'd ideally be willing to spend, i.e. no more than X, in order to acquire a customer. It is equal to the expected customer acquisition cost   \newline % Row Count 24 (+ 5)
{\bf{impression}}- For an an online advertisement, when one prospect views a specfic advertisment one time. Used as the denominator for CTR      \newline % Row Count 27 (+ 3)
{\bf{landing page}}- in online marketing, a one dedicated webpage to welcome traffic and persuade it to take an action, e.g. sign up, leave an email address, buy a product    \newline % Row Count 31 (+ 4)
} \tn 
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\mymulticolumn{1}{x{8.4cm}}{\bf\textcolor{white}{Key Market Research Terms (cont)}}  \tn
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\mymulticolumn{1}{x{8.4cm}}{{\bf{lead generation}}- In marketing, lead generation is the generation of consumer interest or inquiry into products or services of a business   \newline % Row Count 3 (+ 3)
{\bf{lead}}- a prospect that has the interest, authority and budget (i.e. money) to purchase a product or service   \newline % Row Count 6 (+ 3)
{\bf{Lifetime Value (LTV)}}- the actual or realized total profit or revenue generated from one customer. LTV measures of the total amount of value you generate with your products or services per customer   \newline % Row Count 11 (+ 5)
{\bf{market testing velocity (MTV)}}- the elapsed time between defining a test and completing it by interpreting the results. The lower the MTV, the faster you learn about your market   \newline % Row Count 15 (+ 4)
{\bf{offer}}- the fundamental promise of your product or service   \newline % Row Count 17 (+ 2)
{\bf{pay per click (PPC)}}- a form of online advertising, where the advertiser pays only for actual clicks generated, not "impressions"   \newline % Row Count 20 (+ 3)
{\bf{quality score}}- In Google Adwords and Bing PPC, a software-generated estimate of the relevance of a particular landing page to the ad (and keyword in search PPC). Quality score is used to establish the placement of an ad or the cost per click     \newline % Row Count 25 (+ 5)
{\bf{warm traffic}}- unlike cold traffic, any kind of traffic which has been postively predisposed to buy based on how it arrives at a website, e.g. joint ventures, previous customers. For the purposes of testing a value proposition or a landing page MVP, it's better not to use warm traffic as the traffic source, as it may skew your results upwards% Row Count 32 (+ 7)
} \tn 
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\mymulticolumn{1}{x{8.4cm}}{\bf\textcolor{white}{Ideal Prospect}}  \tn
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\mymulticolumn{1}{x{8.4cm}}{Your intended audience is ideally: \newline % Row Count 1 (+ 1)
1. Large enough to make your effort worthwhile \newline % Row Count 2 (+ 1)
2. Small enough that they all share the same psychographic needs and that that you can establish big market share \newline % Row Count 5 (+ 3)
3. Growing rapidly in numbers, or new demand within an existing large audience is growing rapidly \newline % Row Count 7 (+ 2)
4. Easily reachable \newline % Row Count 8 (+ 1)
5. Willing to spend money or already spending money to address the problem you want to solve (hungry!) \newline % Row Count 11 (+ 3)
6. Next to larger, adjacent audiences \newline % Row Count 12 (+ 1)
7. Has one specific problem which you believe you can solve for them% Row Count 14 (+ 2)
} \tn 
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\mymulticolumn{1}{x{8.4cm}}{The final outcome of this process is that you have keywords which you think your ideal audience uses when it's emotionally aroused by their problem.}  \tn 
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\mymulticolumn{1}{x{8.4cm}}{\bf\textcolor{white}{Why Landing Pages Are So Important}}  \tn
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\mymulticolumn{1}{x{8.4cm}}{Landing pages help you to: \newline % Row Count 1 (+ 1)
 1. Find message-medium-market match \newline % Row Count 2 (+ 1)
 2. Set up tests quickly to gain insight into user behavior and actual demand  \newline % Row Count 4 (+ 2)
 3. Force yourself to be clear and precise  \newline % Row Count 5 (+ 1)
 4. Prove demand for your solution with a landing page MVP% Row Count 7 (+ 2)
} \tn 
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\begin{tabularx}{8.4cm}{x{4 cm} x{4 cm} }
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\mymulticolumn{2}{x{8.4cm}}{\bf\textcolor{white}{Tools}}  \tn
% Row 0
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\{\{link="https://www.google.com/trends/"\}\}Google Trends\{\{/link\}\} & A free tool provided by Google with search data for each keyword over time. Provide graphs of how the popularity of particular keywords changes. Helpful in identifying trends in demand \tn 
% Row Count 10 (+ 10)
% Row 1
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\{\{link="https://www.sohelpful.me"\}\}SoHelpful\{\{/link\}\} & Helps streamline the customer development process by booking skype calls or G+ Hangouts with your prospects or customers \tn 
% Row Count 16 (+ 6)
% Row 2
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\{\{link="http://link.leadpages.net/aff\_c?offer\_id=6\&aff\_id=12078"\}\}LeadPages\{\{/link\}\} & Great tool to get test ideas with a landing page, as the available templates convert well without extra testing \tn 
% Row Count 22 (+ 6)
% Row 3
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\{\{link="https://www.sanebox.com/signup/e69a4ab1c8"\}\}SaneBox\{\{/link\}\} & Drowning in email? The free tools suck compared to SaneBox \tn 
% Row Count 26 (+ 4)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
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\begin{tabularx}{8.4cm}{X}
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\mymulticolumn{1}{x{8.4cm}}{\bf\textcolor{white}{Lean Startup Terms}}  \tn
\SetRowColor{white}
\mymulticolumn{1}{x{8.4cm}}{{\bf{assumption}}- a statement of opinion about the occurrence of an event or state which is outside of the control of the founders   \newline % Row Count 3 (+ 3)
{\bf{burn rate}}- how much you burn per day and the implied number of days you can afford to keep trying out new business ideas \newline % Row Count 6 (+ 3)
{\bf{customer development}}- qualitative customer or prospect interviews, in order to explore their problems and understand what type of solution could potentially work for them    \newline % Row Count 10 (+ 4)
{\bf{cycle time}}- the elapsed time between a customer request and when they get that request fulfilled. In the context of lean startup, this request will include a fully formulated experiment with a hypothesis test, so it includes MTV   \newline % Row Count 15 (+ 5)
{\bf{latent demand}}- your customers want, expect, or would prefer to buy your product but they can't because acceptable goods or services aren't available or are completely out of the budget   \newline % Row Count 19 (+ 4)
{\bf{minimum viable product (MVP)}}- an experimental form of product, in order to test a specific hypothesis and/or to generate qualitative learning around the customer or the business   \newline % Row Count 23 (+ 4)
{\bf{moneybox}}- analagous to a timebox. Allocates a specific, typically small yet realistic, amount of money to achieving a goal. Allows you to step back and re-evaluate progess and learning once using up the moneybox, thus generating the option of allocating another moneybox or doing something else    \newline % Row Count 30 (+ 7)
} \tn 
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\vfill
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\SetRowColor{DarkBackground}
\mymulticolumn{1}{x{8.4cm}}{\bf\textcolor{white}{Lean Startup Terms (cont)}}  \tn
\SetRowColor{white}
\mymulticolumn{1}{x{8.4cm}}{{\bf{paid (customer) acquisition}}, also paid acquisition model or paid engine of growth- a strategy to acquire customers via buying advertising or otherwise paying for them, and treating this as a cost of doing business, while still managing to generate a profit by earning more revenue than it costs to acquire a customer   \newline % Row Count 7 (+ 7)
{\bf{pivot}}- In lean startup, a change of strategy while still pursuing the overall product vision. A pivot is not a failure, as it's data driven. Failing to pivot if the data suggests it's necessary is a failure   \newline % Row Count 12 (+ 5)
{\bf{problem-solution fit}}- In lean startup, a stage of startup growth where the founders have confirmed a problem exists, it's large enough to be worth solving, and that the founders are capable of delivering a solution to it. You know you have problem-solution fit when people want to buy a product that does not exist yet \newline % Row Count 19 (+ 7)
{\bf{signpost value}} also cutoff value- the predetermined threshold at the start of an experiment, to evaluate the results obtained later as to whether the hypothesis can be accepted or rejected   \newline % Row Count 23 (+ 4)
{\bf{statistical certainty}}- a highly probable outcome based on standard statistical techniques   \newline % Row Count 25 (+ 2)
{\bf{value proposition}} (also: value prop)- the reason why a customer buys from you, depends on many factors including vision, product, offer% Row Count 28 (+ 3)
} \tn 
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\begin{tabularx}{8.4cm}{X}
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\mymulticolumn{1}{x{8.4cm}}{\bf\textcolor{white}{Offer}}  \tn
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\mymulticolumn{1}{x{8.4cm}}{The idea is the largest source of lost customers, not marketing or technical attributes like quality. You can make a great first impression by leveraging the following: \newline % Row Count 4 (+ 4)
1. Clear contrast from other offers already in your market \newline % Row Count 6 (+ 2)
2. Solves 100\% the problem for 80\% of your target market with 20\% of your effort \newline % Row Count 8 (+ 2)
3. Uses an irresistible (and of course true) detail to pique curiosity \newline % Row Count 10 (+ 2)
4. Strikes the prospect as useful \newline % Row Count 11 (+ 1)
5. Comes across as believable based on 3rd party or personally verifiable metrics% Row Count 13 (+ 2)
} \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\SetRowColor{LightBackground}
\mymulticolumn{1}{x{8.4cm}}{The {\bf{click-through rate (CTR)}} on your advertising gives you a benchmark which allows you to compare the attractiveness of multiple offers to a specific audience.}  \tn 
\hhline{>{\arrayrulecolor{DarkBackground}}-}
\end{tabularx}
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% That's all folks
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