Post on 06-Mar-2018
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)
• 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)
@JohnathanDane #CTAConf KlientBoost.com
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)
@JohnathanDane #CTAConf KlientBoost.com
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SOMETHING GOES HEREMEET LISTENLOOP
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SOMETHING GOES HEREFLIPPING THE TRADITIONAL FUNNEL
——— Identify
——— Expand
——— Engage
——— Advocate
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SOMETHING GOES HEREAUTOMATED B2B ADS
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SOMETHING GOES HERECOMPANY LEVEL REPORTING
LET’S TAKE IT ONE STEP FURTHER…
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SOMETHING GOES HEREREVEAL & QUALIFY INCOMING VISITORS
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• 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
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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)
@JohnathanDane #CTAConf KlientBoost.com
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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…
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SOMETHING GOES HEREDOWNLOAD ANY DATA YOU WANT TO PIVOT
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SOMETHING GOES HEREADD IT INTO EXCEL
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SOMETHING GOES HEREINSERT > PIVOT TABLE
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SOMETHING GOES HEREIS YOUR DATA STATISTICALLY SIGNIFICANT?
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SOMETHING GOES HEREWHICH COHORTS ARE ACTIONABLE?
Finding actionable cohorts? Add some bacon to your pizza
SMOKE TESTING(PPC TRAFFIC TEMPERATURES)
@JohnathanDane #CTAConf KlientBoost.com
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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
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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
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SOMETHING GOES HERESMOKE TEST #1 - INTERCOM
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SOMETHING GOES HERESMOKE TEST #2 - EMAIL SUBSCRIBERS
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SOMETHING GOES HERESMOKE TEST #3 - UNBOUNCE LP/POPUP
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SOMETHING GOES HEREGENERIC SEARCH = BOFU CONVERSIONS
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SOMETHING GOES HEREACCOUNT CREATIONS WERE EASY
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SOMETHING GOES HEREDOING THE SAME FOR DISPLAY?
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SOMETHING GOES HEREWE CHANGED THE OFFER
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SOMETHING GOES HERECONVERSIONS STARTED HAPPENING
BUT THE BEST PART?
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SOMETHING GOES HERETHANK YOU PAGE = ACCOUNT CREATION UPSELL
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SOMETHING GOES HERE
Conversion Intent
Conversion Threat
DIFFERENT PPC CHANNELS = DIFFERENT CONVERSION INTENT
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SOMETHING GOES HEREEACH CHANNEL HAS A DIFFERENT TEMPERATURE
Display SearchVideo Social
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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)
@JohnathanDane #CTAConf KlientBoost.com
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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/
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SOMETHING GOES HEREONE STEP LANDING PAGES CAN BE A GAMBLE
EDUCATION INDUSTRY
- 62% conv/rate increase- 95% confidence level
AUTOMOTIVE INDUSTRY
- 152% conv/rate increase- 99% confidence level
CONSUMER GOODS INDUSTRY
- 89% conv/rate increase- 95% confidence level
SOFTWARE INDUSTRY
- 381% conv/rate increase- 95% confidence level
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SOMETHING GOES HERECOMPLIANCE PSYCHOLOGY
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SOMETHING GOES HEREEVERY NEW CTA CREATES NEW FRICTION
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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)
@JohnathanDane #CTAConf KlientBoost.com
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SOMETHING GOES HERE
APPEARING LOCAL = HIGHER CONVERSION RATES
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SOMETHING GOES HEREWHICH CITIES ARE MOST POPULAR?
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SOMETHING GOES HERECREATE CITY-SPECIFIC CAMPAIGNS
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SOMETHING GOES HERECREATE CITY-SPECIFIC ADS
• Use root keyword SKAGs along with city names
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SOMETHING GOES HERECREATE CITY-SPECIFIC LANDING PAGES
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SOMETHING GOES HEREUSE DTR ON YOUR UNBOUNCE PAGES
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SOMETHING GOES HEREADD IN CITY & AREA CODE PHONE #
domain.com/?kw=new%20york&ph=718-701-8407
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SOMETHING GOES HERESEE THE RESULTS
Creating hyper targeting ads & landing pages? Add some omega 3s to your diet
WORKING BACKWARDS(SALES > CONVERSION > TRAFFIC)
>
@JohnathanDane #CTAConf KlientBoost.com
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SOMETHING GOES HEREOPTIMIZE FOR THE MOST MEANINGFUL METRICS FIRST
} REVENUE LIFT POTENTIAL
} CURRENTPERFORMANCE
NPSLTV
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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!
@JohnathanDane #CTAConf KlientBoost.com