5 best kept ppc secrets i've discovered through millions of ad spend
TRANSCRIPT
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@KlientBoost #ctaconf klientboost.com
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The Only Goal of These Secrets…
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…Is To Make You More Money
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We Work With Companies,Small and Big
@KlientBoost #ctaconf klientboost.com
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@KlientBoost #ctaconf klientboost.com
The PPC Poop Emoji Scale
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The PPC Poop Emoji Scale
@KlientBoost #ctaconf klientboost.com
Your PPC Campaigns Are Getting Traffic
Regular Ol’ Poop
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The PPC Poop Emoji Scale
@KlientBoost #ctaconf klientboost.com
Your PPC Campaigns Are Converting
Gold Poop
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The PPC Poop Emoji Scale
@KlientBoost #ctaconf klientboost.com
Your PPC Campaigns Are Making Money
Diamond Poop
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The Iceberg EffectPPC Secret #1
@KlientBoost #ctaconf klientboost.com
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Keywords
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Search Terms
Keywords
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Granulate Everything You CanTo be as small as possible
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✨ Turn Your Search Network Ad Groups
Into Single Keyword Ad Groups (SKAGs)
Granulate Everything You CanTo be as small as possible
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Granulate Everything You CanTo be as small as possible
✨
Extract Your Search Terms✨
Turn Your Search Network Ad Groups
Into Single Keyword Ad Groups (SKAGs)
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Granulate Everything You CanTo be as small as possible
✨
Extract Your Search Terms✨
Extract Your Automatic Placements✨
Turn Your Search Network Ad Groups
Into Single Keyword Ad Groups (SKAGs)
![Page 21: 5 Best Kept PPC Secrets I've Discovered Through Millions of Ad Spend](https://reader034.vdocuments.net/reader034/viewer/2022042723/5882abdd1a28abd75a8b52fd/html5/thumbnails/21.jpg)
Granulate Everything You CanTo be as small as possible
✨
Extract Your Search Terms✨
Extract Your Automatic Placements✨
✨ Extract Your Audience and Interest
Groups Into Smaller Targets
Turn Your Search Network Ad Groups
Into Single Keyword Ad Groups (SKAGs)
![Page 22: 5 Best Kept PPC Secrets I've Discovered Through Millions of Ad Spend](https://reader034.vdocuments.net/reader034/viewer/2022042723/5882abdd1a28abd75a8b52fd/html5/thumbnails/22.jpg)
Where Are You On The Poop Emoji Scale?
There’s no real structure to the keywords in your ad groups or campaigns
No Themes
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Where Are You On The Poop Emoji Scale?
You’re grouping keywords, placements, and audiences in similar ad groups and sets
Themed Ad Groups
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Where Are You On The Poop Emoji Scale?
You almost have no discrepancy from search terms to keywords and you’re always extracting
1:1 Ratio
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PPC Secret #2
@KlientBoost #ctaconf klientboost.com
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Types of Micro Conversions
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Types of Micro Conversions
Time On Site
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Types of Micro Conversions
Time On Site
Scroll Depth
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Types of Micro Conversions
Time On Site
Scroll Depth
Form Field Completion
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Types of Micro Conversions
Time On Site
Scroll Depth
Form Field Completion
Button ClickF R E E T R I A L
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Your Micro Conversion Path is Linear in Nature
Time on Site
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Scroll Depth
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Form Field Completion
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Button Click
F R E E T R I A L
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Conversion
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Where are your visitors dropping off?
?
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Add In Google Analytics Data
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Use Hotjar To Track
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Where Are You On The Poop Emoji Scale?
You’re changing bids and testing ads, but not moving the needle
Getting More Clicks
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Where Are You On The Poop Emoji Scale?
Your finding new ad winners and lowering average CPCs
Getting Lower Costs
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Where Are You On The Poop Emoji Scale?
You’re increasing conversions and lowering your cost per conversion
Getting Higher Profits
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PPC Secret #3
@KlientBoost #ctaconf klientboost.com
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Different Types of PPC Visitors
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They don’t know you and they’re not looking for what you offer.
Cold Visitors
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They’re interested in what you offer, but not sure if you’re their solution.
Warm Visitors
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They’re searching for your brand name and want to do business with you.
Hot Visitors
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When new PPC channels aren’t working, it’s because you’re not matching your call-to-action with their temperature.
Testing New Offers…
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The fastest way to gain PPC traction, is by lowering “the ask” of what you want
the visitor to do.
By Lowering The “Threat”
“Does your car qualify for uber?”
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Where Are You On The Poop Emoji Scale?
You’re using the same offerfor search, social, display, and video
Same CTA For All Channels
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Where Are You On The Poop Emoji Scale?
You’re testing new search offers, but not on-site funnels
You’re Experimenting With CTAs
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Where Are You On The Poop Emoji Scale?
New offers and new conversion funnels are constantly being tweaked and tested
Multiple CTA Funnels
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@KlientBoost #ctaconf klientboost.com
PPC Secret #4
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Which Keyword is Performing Best?
?
Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
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Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
Which Keyword is Performing Best?
?
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Which Keyword is Performing Best?
?
Keyword 1
Keyword 2
$5
$5
50% 10%
25% 50%
$10
$20
POP QUIZ COST/CLICK CONV/RATE SALE/RATECOST/CONV
$100
$40
COST/SALE
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Which Keyword is Performing Best?
?
Keyword 1
Keyword 2
$5
$5
50% 10%
25% 50%
$10
$20
POP QUIZ COST/CLICK CONV/RATE SALE/RATECOST/CONV
$100
$40
COST/SALE
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vs
Less Ad Spend, Same Sales
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How do you track keyword level or placement level sales?
?
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How do you track keyword level or placement level sales?
?
Manual UTM Parameters or
Automatic ValueTrack Parameters
mylandingpage.com/?GA_network={network}&GA_device={device}&GA_campaign={campaignid}&GA_adgroup={adgroupid}&GA_target={target}&GA_placement={placement} …
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Use Hidden Fields
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Where Are You On The Poop Emoji Scale?
You’re getting conversions, but not which sure which keywords, placements, or audiences are responsible
No Conversion Tracking
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Where Are You On The Poop Emoji Scale?
You know which keywords, placements, and audiences are getting conversions
Conversion Tracking
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Where Are You On The Poop Emoji Scale?
You know which keywords, placements, and audiences are getting sales
Sales Tracking
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@KlientBoost #ctaconf klientboost.com
PPC Secret #5
PPC METRICS
F*** YOUR
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CPC Relevance Score
QS
IS
CTR
Average Position
CPM CPE
CPV
Interaction Rate
PTR
CPP
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Where Are You On The Poop Emoji Scale?
You’re worrying about CPCs, CTRs, Quality Scores, and Relevance Scores
Bad Metrics
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Where Are You On The Poop Emoji Scale?
You’re focusing about conversion rates, conversion volume, and cost per conversion
Better Metrics
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Where Are You On The Poop Emoji Scale?
You care about cost per sale and sales volume, and okay increasing cost per conversion
Best Metrics
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@KlientBoost #ctaconf klientboost.com
A Little Present For You :)
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Thank You!