how to qualify your ppc traffic & increase conversions

Brad Geddes!Founder,!Certified Knowledge & AdAlysis.com

Thank you for joining us! We’ll be starting in just a few minutes

#unwebinar @unbounce @bgtheory ! !!

Oli Gardner!Unbounce Co-Founder &

Creative Director

How To Qualify Your PPC Traffic & Increase Conversions

Recording and slides will be emailed by the end of the week

try.unbounce.com/for-ppc-campaigns!

See how Unbounce can help you quickly build and publish targeted landing pages (without having to code)

Stick around afterwards


Oli Gardner!Unbounce Co-Founder &!Creative Director!

@oligardner JOIN OUR

CHAT!ON

TWITTER


JOIN OUR CHAT!ON

TWITTER

Brad Geddes!Founder,!Certified Knowledge & AdAlysis.com!!@bgtheory


Ad & Landing Page Interaction!


1000 Searches!General Ad with High

CTR / No Qualification!

10% CTR on Ad!(100 people see our

page)!

1% Landing Page Conversion Rate! 1 Customer!

1000 Searches! Excellent Ad Qualification!

5% CTR on Ad!(50 People see

our page)!

10% Landing Page

Conversion Rate!5 Customers!

Why We Test Ads for Landing Pages!



Searches! Clicks! Cost Per Click! Cost! Conversions! CPA!

Unqualified Ad!

1000! 100! $1! $100! 1! $100!

Qualified Ad! 1000! 50! $1! $50! 5! $10!

The Economics of Ad Testing!



• Use most qualified search queries!• Test ads!• Test landing pages!!Successful Marketers do All Three!!Today we’re going to focus on the traffic driver: PPC Ads!

Increasing PPC Conversion Rates!



Test By Device Type


Answer: Technically 1, but you don’t have enough data!!

Which Ad is Best?!



The Real Answer:!•  Ad 1 is Best for Mobile!•  Ad 2 Is Best for Desktops!

Real Answer: It Depends by Device!



Make Sure You Use “Mobile Preferred”!



Count of Ad! !

Row Labels! Mobile! All!Ad Group 1! 2!Ad Group 2!Ad Group 3! 1! 2!Ad Group 4! 3! 2!Ad Group 5! 10!Ad Group 6! 2! 6!Ad Group 7! 1! 7!Ad Group 8! 1! 6!Ad Group 9! 7!

Your Multi-Device Ad Groups Should Use Each Ad Type!



Test by ‘Effective Device’!


#unwebinar @unbounce @bgtheory ! !!Source: http://www.businessinsider.com/mobile-advertising-growth-in-2014-2013-12!

Mobile Growth!


Ad Testing Metrics



Which Test Is Best?!



•  Impression!•  Click!•  CPC!

•  Impression & Click:!•  CTR!

•  Conversions!•  Average sale amount!

PPC Metrics For Ad Testing!






Conversion Rate!






CPA: Cost Per Acquisition!






ROAS or ROI!

Note: ROAS is a good bid management strategy if you watch the volume.!



Metrics Should Start at the Impression!



Must Accommodate CPCs & Cost!



Take into Account Conversions & Sale Amount!



•  Impression!•  Click!•  CPC!!

•  Impression & Click:!•  CTR!!


Great for CPA Target Accounts Not great for accounts with margins and variable sales amounts


CPI: Conversion Per Impression!


CPI = (Conversions) / (Impressions)!


Calculating Conversion Per Impression!


PPI = (Revenue – Cost)/ (Impressions)!If you have margins, hard costs, etc – remove those before calculations.!


Profit Per Impression!


If 2 more sales a year at $25 Sale:!

Don’t Forget Lifetime Value!



Data after 97 impressions!Ad! Impressions! Clicks! CTR! Z-Score! Confidence!Control! 40! 1! 2.5%! N/A!Ad 2! 33! 5! 15.15%! 1.88! 97.03%!Ad 3! 24! 0! 0%! -1.01! 15.57%!

Data after 3163 impressions!Ad! Impressions! Clicks! CTR! Z-Score! Confidence!Control! 1023! 23! 2.25! N/A!Ad 2! 993! 29! 2.92%! 0.95! 82.9%!Ad 3! 1147! 56! 4.88%! 3.35! 99.96%!

Minimum Viable Data!



Always Use Rotate for Testing!



Time!Minimum: 1 week. Each day has different characteristics. Allow those variances to run over a week’s time.!Better: 1 month. Each week has variances (especially pay week). Allow that to play over a month’s time.!Ideal: 3 buying cycles (with a minimum of one month)!!

Traffic!Minimum 300 clicks per ad.!Better: 500 clicks per ad!Ideally: 1000 clicks per ad.!

One needs to allow enough potential conversions per ad (i.e. clicks) to give each ad adequate time to perform before making decisions.!!

Conversions:!Minimum: 7 conversions per ad!Ideally: 15+ conversions per ad.!

!

Minimum Data Recommendations!



Multi Ad Group Testing

#unwebinar @unbounce @bgtheory ! !!Active Ads: 1,996,108!

Too Many Ads!



Too Little Data!



Test By Ad Line Across Multiple Ad Groups!



Create Consistent Ads!



Use Pivot Tables To Test At Ad Line Levels!



Enterprise Accounts: Use Labels!



Apply Labels to Ads!



Segment or Test by Labels!



Mobile CTR! Desktop CTR!

Call Us! 11.2% (includes calls)! 5.2%!

Contact Us! 4.1%! 6.9%!

Example.com/Things! 4.2%! 5.3%!

M.example.com/things (or example.com/mobile)!

8.2%! N/A!

Find the Nearest Store! 7.6%! 4.5%!

Shop Now! 2.1%! 5.8%!

A Few Examples of Why To Test by Device & Ad Lines!



Testing Ads & Landing Pages Together


Testing Ads With One Landing Page!



Test 2 Ads With 2 Landing Pages!



Testing Ads With Responsive Design Pages!



Testing Ads With Dedicated Mobile & Desktop Pages!



Visit adAlysis.com for Early Beta Access!

adAlysis: Powerful Ad Testing Made Easy!


try.unbounce.com/for-ppc-campaigns!

Why use Unbounce to build your landing pages?

Increase your conversion rates with targeted pages & A/B testing

You’ll get better results from your campaigns

Quit waiting weeks for your developers

Building pages with Unbounce is fast

Build, publish and optimize without having to wait for developers or designers

You maintain control of your campaigns

how to qualify your ppc traffic & increase conversions

Business

ad type

ppc trafc increase conversions

general ad

unqualied ad

count of ad

ad landing page interaction

ad testing metrics

excellent ad qualication