converting ppc traffic: how one search campaign produced a 302% increase in profit, meclabs

Download Converting PPC Traffic: How one search campaign produced a 302% increase in profit, MECLABS

Post on 22-Jan-2015

168 views

Category:

Technology

0 download

Embed Size (px)

DESCRIPTION

 

TRANSCRIPT

  • 1. Converting PPC Traffic: Converting PPC Traffic: How one search campaign produced a 302% increase in profit

2. TODAYS TEAM Dr. Flint McGlaughlin Director, MECLABS Group Flint McGlaughlin is the Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group. Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK) and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of Londons Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.2 3. WHICH PPC AD GENERATED THE MOST RESPONSE? Version A Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware Version B {KeyWord} Business Solutions Run Your Entire Business with One System. Accounting + CRM. Free Trial. www.[Company].com/Business-Solutions3 4. WHICH PPC AD GENERATED THE MOST RESPONSE? Version A Avoid open back surgery Try AccuraScope back pain treatment One micro incision for pain relief [Company].com/Back_Pain Version B Relief From Back Pain Reclaim your life with a 30-minute Groundbreaking back pain procedure [Company].com/Back_Pain Version C Same-day Back Pain Relief Try AccuraScope back pain treatment Innovative, single 30-minute procedure [Company].com/AccuraScope4 5. WHICH PPC AD GENERATED THE MOST RESPONSE? Version A Event Management Software Over 9 Million People Registered! Online Event Management Software www.[Company].com Version BEvent Management Software 32 easy to use, customizable tools 120,000+ planners use it, Try Free [Company].com/Back_Pain5 6. AN EXPERIMENT6 7. EXPERIMENT: BACKGROUNDExperiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1214Research Notes:Background: A leading software provider Goal: To increase total leads captured Primary research question: Which process will generate the most leads? Approach: A/B multifactorial split test. The experiment ran for 18 weeks, testing 16 different ads (control PPC ad above) and observing more than 950,000 unique impressions.7 8. EXPERIMENT: EXAMPLE TREATMENTS {KeyWord} Business Solutions Run Your Entire Business with One System. Accounting + CRM. Free Trial. www.[Company].com/Business-Solutions{KeyWord} Business Solutions Support the Entire Company with One Low Cost Solution. [Company]. www.[Company].com/Business-SolutionsBusiness Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware Small Business Software 6459+ Clients Worldwide Free Trial Software You Won't Outgrow. www.[Company].com/BusinessSoftware8#1 Business Software 6459+ Clients. On-Demand Access. One System for the Entire Company. www.[Company].com/BusinessSoftwareSmall Business Software Worlds #1 On-Demand Suite. 6459+ Clients. Free Trial Today. www.[Company}.com/BusinessSoftware 9. EXPERIMENT: RESULTS 21% Increase in Clickthrough The new ad generated 20.9% more clicks than the originalOriginal Ad{Keyword} Business Software Award-Winning Business Software. Fully Integrated. Free Trial www.[Company].com/Business9Best Performing AdBusiness Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware 10. EXPERIMENT: RESULTS 21%CLICK-THROUGHBusiness Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftwareBut we did not stop with the PPC Ad10 11. EXPERIMENT: CONTROL LANDING PAGE Control Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware11 12. EXPERIMENT: TREATMENT LANDING PAGE Treatment Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware12 13. EXPERIMENT: SIDE-BY-SIDE Control13Treatment 14. EXPERIMENT: RESULTS54% increase in overall conversion The optimized landing page conversion rate increased by 54.26%Conversion RateRelative Diff. vs. ControlStatistical SignificanceOriginal7.17%--Optimized11.06%54.26%Landing Page1495% 15. EXPERIMENT: RESULTS 54%CLICK-THROUGH21%CLICK-THROUGHBusiness Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/BusinessBut we did not stop with the PPC Ad and landing page15 16. EXPERIMENT: ORIGINAL FORM PAGE Control16 17. EXPERIMENT: ORIGINAL FORM PAGE Treatment17 18. EXPERIMENT: RESULTS97% increase in overall conversion The optimized landing page conversion rate increased by 97.27%Conversion RateRelative Diff. vs. ControlStatistical SignificanceOriginal15.84%--Optimized31.25%97.27%Landing Page1895% 19. EXPERIMENT: RESULTS 54%97%FORM SUBMISSIONSCLICK-THROUGH21%CLICK-THROUGH Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/BusinessWhat was the compounding effect of the sequential gains?19 20. EXPERIMENT: RESULTS 272% Increase in Overall Conversion The optimized paths conversion rate increased by 272.2% ControlTreatmentRelative DifferencePPC Advertisement0.89%1.0820.9%Landing Page Clickthrough7.17%11.06%54.26%Form Completion15.84%31.25%97.27%Impression-to-lead Conversion.009%.033%272.2%Metricto understand: In this What you needto 268% more projectedexperiment, a 272% increase inwith conversion led revenue and, when combined the corresponding 66% reduction in cost-per-acquisition, the optimized path produced more than 4 times the monthly profit (302% increase).20 21. CONVERTING PPC CLICKSFKey Principles1.2.21We do not optimize PPC campaigns; we optimize thought sequences. A small change can often have a big impact on the prospects sequence of thought. In order to understand the thought sequence of a prospect arriving from a PPC ad, marketers must be able to see both the PATH TAKEN (route) and PATTERN FOLLOWED (behavior) by the prospect. 22. THREE FLAWS IN THE FUNNEL ANALOGY2. The funnel analogy distorts reality. People are not falling into your funnel, they are falling out. The funnel must be inverted. 3. People dont travel down the center of the funnel. People are climbing up the sides.22g = 9.81 m/s21. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision. 23. THE INVERTED SALES FUNNEL (Ma)YES(Mi)YESSales Call(Mi)YES Landing Page(Mi)YES (Mi)YES Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/BusinessPPC Ad23(Mi)YESValue Proposition(Mi)YESY 24. TODAYS FOCUSFor this clinic, we are going to walk through the THREE MOST IMPORTANT FACTORS that impact a prospects probability of conversion on a landing page24 25. Factor #1: Channel Momentum25 26. FACTOR #1BUILDING CHANNEL MOMENTUMFKey Principles1. The probability of conversion on landing page is directly related to the degree of momentum (customer expectation) generated from the PPC ad. 2. The goal of the PPC ad is not to sell the product, but rather to initiate momentum by converting attention into interest into action (click). 3. We do this by answering the derivative value proposition question, If I am your ideal prospect, why should I click on this PPC ad rather than any other PPC ad?26 27. FACTOR #1EXPERIMENT: BACKGROUNDExperiment ID: North American Spine PPC Copy Test Location: MarketingExperiments Research Library Test Protocol Number: TP4061Research Notes: Background: North American Spine is the sole provider of the Accurascope procedure which is an innovative, minimally invasive spine surgery for back pain relief Goal: To increase number of leads on home page. Primary research question: Which benefit approach of the three treatments will increase the conversion rate? Approach: A/B multifactor split test27 28. FACTOR #1EXPERIMENT: BACKGROUND ControlAvoid open back surgery Try AccuraScope back pain treatment One micro incision for pain relief [Company].com/Back_Pain28 29. FACTOR #1EXPERIMENT: TREATMENT #1 Treatment #1Same-day Back Pain Relief Try AccuraScope back pain treatment Innovative, single 30-minute procedure [Company].com/AccuraScope29 30. FACTOR #1EXPERIMENT: TREATMENT #2 Treatment #2Relief From Back Pain Reclaim your life with a 30-minute Groundbreaking back pain procedure [Company].com/Back_Pain30 31. FACTOR #1EXPERIMENT: SIDE-BY-SIDE Control Avoid open back surgery Try AccuraScope back pain treatment One micro incision for pain relief [Company].com/Back_PainTreatment #1 Relief From Back Pain Reclaim your life with a 30-minute Groundbreaking back pain procedure [Company].com/Back_PainTreatment #2 Same-day Back Pain Relief Try AccuraScope back pain treatment Innovative, single 30-minute procedure [Company].com/AccuraScope31Landing Page 32. FACTOR #1EXPERIMENT: RESULTS 46.6% Increase in Conversion The Treatment generated 46.6% more leadsConversion RateRelative DifferenceStatistical ConfidenceControl1.8%--Treatment #11.6%-7.9%95%Treatment #22.6%46.6%95%Versionsunderstand: With simple What you need toable to achieve a 46.6% liftbut nuanced adjustments, treatment #2 was over the control.32 33. FACTOR #1BUILDING CHANNEL MOMENTUM Not this {Keyword} Business Software Award-Winning Business Software. Fully Integrated. Free Trial www.[Company].com/BusinessNot this Event Management Software Over 9 Million People Registered! Online Event Management Software www.[Company].com33But this Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware21%Increase in ClicksBut this Event Management Software 32 ea