8 powerful ingredients to get the perfect ppc...

THE PPC PERFORMANCE

8 Powerful Ingredients to Get the Perfect PPC Results

LET’S PLAY A GAME…

1) Follow the slides2) Place your pizza slices3) Win prizes

THE GRAND PRIZEWORTH $10,000…

THE ICEBERG EFFECT(GRANULARITY = PREDICTABILITY)

@JohnathanDane #CTAConf KlientBoost.com

CHAOSSIMPLICITY

😤😍

1 ad group/all keywords 1 ad set/all audiences

1 ad group/1 keyword 1 ad set/1 audience

Most marketers

THINK ABOUT THE EXTREMES

Search Terms (uncontrolled)

Keywords (controlled)

AdWords Search

WITH SEARCH…

Placements (uncontrolled)

Targeting(controlled)

AdWords Display

Breakdown (uncontrolled)

Audience (controlled)

Facebook

• For Search: Use Single Keyword Ad Groups (SKAGs)• For Shopping: Use Single Product Ad Groups (SPAGs)• For Display: Extract contextually relevant placements• For Facebook: Lessen the amount of audience layers

HOW DO YOU DO IT?

WHY SHOULD YOU CARE?

• For Search: Higher CTRs, Higher Quality Scores, Lower CPC, Lower CPA

• For Shopping: Easier Bidding, More Controlled ROAS• For Display: More Consistent & Predictable Conversion Channel• For Facebook: Identify Audiences/Breakdown With Highest ROI

WHY SHOULD YOU REALLY CARE?

• Quality Score is determined at the search term, not keyword• It’s the relevance between keyword & ad to search term• Keyword level sales tracking is not reliable with The Iceberg Effect• Ad & landing page testing becomes more consistent• SKAGs help you get closer to 1:1, search term:keyword ratio

THE SKAG RULES

• Use modified broad, phrase, and exact match in the SKAG - they’ll all perform differently with different CPCs and CPAs

• Headline & path contain the keyword - 2 ads per ad group• Use only root keyword SKAGs to begin with

+online +college “online college”[online college]

THE SKAG RULES

• Use search term report to add ad group negatives and create new longer tail SKAGs

=

TURN BIGGER ICEBERGS INTO SMALLER ONES

Already taking care of The Iceberg Effect? Give yourself some pineapple

OUR FACEBOOK BLUEPRINT(GETTING YOU 90% THERE)


YOUR AUDIENCES

• Exhaust all custom audience builds First buyers/converters, then carters/funnelers, then email listers/site visitors

• Create 1% lookalikes from those custom audiences (1%-5% of buyers)Keep in mind that LALs might not convert on same custom audience offer (colder traffic). Use LTV layer or other audience layers if performance doesn’t follow.

YOUR AUDIENCES

• Then, saved audiences last• 1 ad set = 1 audience - Exclude appropriate audiences.

YOUR AUDIENCES

YOUR ADS & AD TYPES

• Dark post as many ads as possible

PRE-PROMO YOUR DARK POSTS

BUILD SOCIAL PROOF BEFORE LAUNCH• See post with comments https://www.facebook.com/626005510833765/posts/981246778643172

• Share link with friends Get shares, likes, and comments.

• Then launchControl positive vs negative reception more easily = positive framing.

DON’T BE LIKE JUICERO

YOUR ADS & AD TYPES

• Ad variationFront load the creation of different ad variations - benefits/features, testimonials, BOFU offers.

• Ad types Front load the creation of different ad types - images, carousels, videos, etc.

• Full ad war chestNow you can test much faster.

YOUR BIDDING/CAMPAIGN STRUCTURE

• Automated biddingTo get faster ad distribution, start here, then max bid to lower CPA.

• Campaign objective Traffic or conversion 99% of the time. Traffic for building audience quickly, conversion for controlled DR performance.

• Granularity/Iceberg EffectWith enough conversion volume, breakdown performance by extracting or excluding.

Already using a Facebook game plan? Give yourself some pepperoni

ACCOUNT-BASED MARKETING

(THE RIPPLE EFFECT)


Content here

SOMETHING GOES HEREMEET LISTENLOOP

Content here

SOMETHING GOES HEREFLIPPING THE TRADITIONAL FUNNEL

——— Identify

——— Expand

——— Engage

——— Advocate

Content here

SOMETHING GOES HEREAUTOMATED B2B ADS

Content here

SOMETHING GOES HERECOMPANY LEVEL REPORTING

LET’S TAKE IT ONE STEP FURTHER…

Content here

SOMETHING GOES HEREREVEAL & QUALIFY INCOMING VISITORS

+

• Prospects who’ve converted, but not on core offer• Sneaky visitors who’ve never converted (Clearbit Reveal + Segment)

• ABM retargeting (ListenLoop)• Warm/cold email out reach (Clearbit Prospector + Salesloft)• Physical mail

COMBINE EVERYTHING TOGETHER

Content here

SOMETHING GOES HERERESULTS?

• Email & ad combo can increase email open rates by 30% and email CTR by 25%.

• Sales velocity has increased by as much as 37% and growing other marketing conv/rates by 19%.

TRY LISTENLOOP FOR YOURSELF

Use code “CTACONF17”& get $300 matched ad spend

ListenLoop.com

Already doing smarter outreach? Try some ‘shrooms

HIDDEN DATA (SECRET PIVOT TABLES)


Content here

SOMETHING GOES HEREINTERESTING INSIGHTS

• Does my sales team close more leads from CNN.com on tablets?

• What average positions lead to higher conversion rates?• What ad and landing page combos lead to what conversion rates, then sales?

• Which CTAs lead to the highest conv/rate, then ROI?• Etc…

Content here

SOMETHING GOES HEREDOWNLOAD ANY DATA YOU WANT TO PIVOT

Content here

SOMETHING GOES HEREADD IT INTO EXCEL

Content here

SOMETHING GOES HEREINSERT > PIVOT TABLE

Content here

SOMETHING GOES HEREIS YOUR DATA STATISTICALLY SIGNIFICANT?

Content here

SOMETHING GOES HEREWHICH COHORTS ARE ACTIONABLE?

Finding actionable cohorts? Add some bacon to your pizza

SMOKE TESTING(PPC TRAFFIC TEMPERATURES)


Content here

SOMETHING GOES HERETHE PIJON BOX STORY

• Plan new feature called “Add To Box” ~ 1 Week• Build new feature called “Add To Box” ~ 2 Weeks• Test & release new feature called “Add To Box” ~ 1 Weeks• One Month of Work Potentially Wasted

Content here

SOMETHING GOES HERETHEIR SMOKE TEST

• Extra Inventory Idea Email ~ 1 Hour• Same Day Launch• Result = 9.55% email link clicks• Future Result = profit grew 45% after real implementation• Idea validated = better prioritization

Content here

SOMETHING GOES HERESMOKE TEST #1 - INTERCOM

Content here

SOMETHING GOES HERESMOKE TEST #2 - EMAIL SUBSCRIBERS

Content here

SOMETHING GOES HERESMOKE TEST #3 - UNBOUNCE LP/POPUP

Content here

SOMETHING GOES HEREGENERIC SEARCH = BOFU CONVERSIONS

Content here

SOMETHING GOES HEREACCOUNT CREATIONS WERE EASY

Content here

SOMETHING GOES HEREDOING THE SAME FOR DISPLAY?

Content here

SOMETHING GOES HEREWE CHANGED THE OFFER

Content here

SOMETHING GOES HERECONVERSIONS STARTED HAPPENING

BUT THE BEST PART?

Content here

SOMETHING GOES HERETHANK YOU PAGE = ACCOUNT CREATION UPSELL

Content here

SOMETHING GOES HERE

Conversion Intent

Conversion Threat

DIFFERENT PPC CHANNELS = DIFFERENT CONVERSION INTENT

Content here

SOMETHING GOES HEREEACH CHANNEL HAS A DIFFERENT TEMPERATURE

Display SearchVideo Social

Content here

SOMETHING GOES HEREDON’T CREATE THESE YET,SMOKE TEST THEM FIRST

CouponChecklist/Cheatsheet

ToolkitCalendarPodcast

Email CourseSwipe FileInfographicWhite Paper

Industry Stats

QuizCoupon

Video CourseLive Demo

TicketsGiveaway

eBookT-ShirtDemoTrial

Case StudyWebinar

ConsultationQuote

PurchaseDemoTrial

Already smoke testing? Try some broccoli

BREADCRUMB TECHNIQUE(MICRO CONVERSION GOLD)


Content here

SOMETHING GOES HEREMOST POPULAR CRO ADVICE?

“Eliminating unnecessary form fields can significantly increase the conversion rate of your contact form.”

- Neil Patel

“If you want to increase form conversions, you must consider reducing the number of fields.”

- Oli Gardner

“The best thing you can do to improve conversions is to get rid of as many fields as possible.” - Peep Laja

Source: https://www.quicksprout.com/2012/06/25/5-ways-to-improve-your-contact-form-conversion-rate/Source: http://unbounce.com/conversion-rate-optimization/how-to-optimize-contact-forms/Source: http://conversionxl.com/14-steps-to-building-sign-up-forms-that-convert/

Content here

SOMETHING GOES HEREONE STEP LANDING PAGES CAN BE A GAMBLE

EDUCATION INDUSTRY

- 62% conv/rate increase- 95% confidence level

AUTOMOTIVE INDUSTRY


CONSUMER GOODS INDUSTRY


SOFTWARE INDUSTRY


Content here

SOMETHING GOES HERECOMPLIANCE PSYCHOLOGY

Content here

SOMETHING GOES HEREEVERY NEW CTA CREATES NEW FRICTION

Content here

SOMETHING GOES HERESO REMEMBER YOUR TRAFFIC TEMPERATURE& CTA TEMPERATURE

- DO THEY MATCH?

What goes great with breadcrumbs? Tomato slices of course…

HYPER LOCALITY(THE FRIENDLY NEIGHBOR)


Content here

SOMETHING GOES HERE

APPEARING LOCAL = HIGHER CONVERSION RATES

Content here

SOMETHING GOES HEREWHICH CITIES ARE MOST POPULAR?

Content here

SOMETHING GOES HERECREATE CITY-SPECIFIC CAMPAIGNS

Content here

SOMETHING GOES HERECREATE CITY-SPECIFIC ADS

• Use root keyword SKAGs along with city names

Content here

SOMETHING GOES HERECREATE CITY-SPECIFIC LANDING PAGES

Content here

SOMETHING GOES HEREUSE DTR ON YOUR UNBOUNCE PAGES

Content here

SOMETHING GOES HEREADD IN CITY & AREA CODE PHONE #

domain.com/?kw=new%20york&ph=718-701-8407

Content here

SOMETHING GOES HERESEE THE RESULTS

Creating hyper targeting ads & landing pages? Add some omega 3s to your diet

WORKING BACKWARDS(SALES > CONVERSION > TRAFFIC)

>


Content here

SOMETHING GOES HEREOPTIMIZE FOR THE MOST MEANINGFUL METRICS FIRST

} REVENUE LIFT POTENTIAL

} CURRENTPERFORMANCE

NPSLTV

Content here

SOMETHING GOES HEREWIDER FUNNELS = MORE ACTIONABLE DATA

What do all pizzas and PPC accounts need? Cheese…

HERE’S TO YOUR DELICIOUSNESS!

NOW GET TO (T)WERKING!


8 powerful ingredients to get the perfect ppc...

Documents