[email protected] battlebridgelabs.com m: 918.809.2238 battle bridge labs travis r. phipps
TRANSCRIPT
Background
17+ Years in Technology Sales & Marketing Started an eComm biz in 2008.
Built it to the 3rd largest online figure skating retailer in the states.
Sold it in 2014.
In meantime, built a successful PPC Agency.
Oversees the management of 3/4 million dollarsin monthly ad spend, and generates
millions of dollars for our clients every month.
Built Battle Bridge Labs and wrote the Hitchhiker’s Guide to PPC in late 2014.
Taught the Hitchhiker’s Guide to Facebook Advertising for Perry Marshall in 2015.
Highlights Theory AdWords Tips & Tricks Bing Ads Facebook Ads YouTube Advertising Resources
Theory
Conversion Tracking ROI CPA ROAS AOV CLV
• Don’t spend a single dime on advertising until you have your conversion tracking in place.
• Track everything. Clicks, calls, sales, email collection, etc, etc.
• So, what do we do with this data now that we are collecting it?
CPA
• Cost per Acquisition• Cost per Lead• Cost per Sale• Whatever floats your boat.
CPA• Simple Example:
• $100 Product• Cost of goods sold: $40• Margin: $60• Target Margin: 20% or $20• $100 - $40 - $20 =
• Target CPA = $40
• Cool trick to calculate your target CPC.
• Target CPA x Conversion Rate.
• One of my favorite KPIs
• ROAS
• Return on Ad Spend!
Customer Lifetime Value
• One who can spend the most to acquire a customer, is winning.
Customer Lifetime Value
Hack to get customer lifetime value.
Take total revenue and divide by unique customers for a set period of time.
$3,000,000 / 15,000
AdWords Tips & Tricks
Google Shopping – I’ve got 2 words for you…
AdWords Tips & Tricks
Mobile Bid Adjustments Geo Bid Adjustments Time of Day Bid Adjustments Day of Week Bid Adjustments
Remember when I said Conversion Rate is King?
AdWords Tips & Tricks
15+ Conversions – 30 Days – per Campaign
Let The Google do the work.
Experiment with Conversion Optimizer and Flexible Bid Strategies .
Alternative Sources of Traffic
Takes advantage of “Barriers” to entry.
Not as much competition. You can still use some “hacks” that
the more developed mediums don’t allow.
Benefits
AdWords Tips & Tricks
Sitelinks Review Extensions Call-out Extensions Call Extensions
More low hanging fruit.
Alternative Sources of Traffic
Add the Facebook, AdWords, Bing Ads remarketing pixel to your site.
Lots of benefits.
Remarketing
Bing Ads
Bing Ads Pros: less competition, adding things like
UET, Product Ads, Remarketing, good support, clone your AdWords account.
Cons: Only 30% of traffic (maybe less) Strict guidelines Less control
Facebook I’m loving Facebook traffic.
Remarketing, Targeting is ridiculous. Look-a-like-Audiences.
Using the remarketing pixel on your site to target Facebook advertisers.
Laser targeted, you can target job titles (or whether they advertise on Facebook).
Consumer Behavior. Recent purchases, etc. New Video and Product Ads (I’m excited about this).
YouTube TrueView Advertising Where AdWords was 10 years ago. Easy to manage, right inside AdWords
interface. Your competitors aren’t doing it, yet… Cheap / Free Clicks Versatile and doesn’t have limitations of
other networks.
Resources VeeRoll for YouTube Advertising. Bit.ly/veeroll30day Bit.ly/spyfu20 Mongoose Metrics – Call Tracking Google Tag Manager
