The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava
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Transcript of The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava
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The PPC Traffic Thermometer
- Why You Should Care About Ice Cubes & Lava
JOHNATHAN DANE, FOUNDER OF KLIENTBOOST
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@Kissmetrics
#Kisswebinar
@thuelmadsen
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@KlientBoost
#Kisswebinar
@JohnathanDane
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Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics
marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Johnathan Dane is the founder of KlientBoost, a PPC agency that obsesses over beautifully designed landing pages and aggressive PPC testing. He’s an international speaker and a
handsome Danish person just like Thue.
JOHNATHAN DANE CEO/Founder, KlientBoost
@JohnathanDane
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WATCH WEBINAR RECORDING NOW
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The PPC ThermometerWhy You Should Care About Ice Cubes & Lava
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PPC & CRO Plateaus Are Real
13,000
9,000
5,000
$4.20
$3.60
$3.00
February 2016
Cost / Converted Click vs Converted Clicks
June 2016
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13,000
9,000
5,000
$4.20
$3.60
$3.00
February 2016
Cost / Converted Click vs Converted Clicks
June 2016
But We Can Do Something About Them
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All PPC Channels Will Work For You,If You Stop Using Brute Force
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Continuously Unlock New PPC Potential
Search Social Display Video
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UNDERSTANDING PPCTHREAT LEVELS
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Ever Launched a PPC CampaignThat Didn’t Work?
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You Weren’t Obeying The “Chuck Norris PPC Cycle”
Video visitorsstart here Search visitors
could start here
Social visitorsstart here
Display visitorsstart here ACTION!
Interest
Awar
enes
sConsideration
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The PPC Intent & Threat Scale
Conversion Intent
Conversion Threat
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The PPC Intent & Threat Scale
Conversion Intent
Conversion Threat
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The PPC Intent & Threat Scale
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The PPC Intent & Threat Scale
Display SearchVideo Social
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Your Offers Need To Match Your PPC Channel Temperature
CouponChecklist/Cheatsheet
ToolkitCalendarPodcast
Email CourseSwipe FileInfographicWhite Paper
Industry Stats
QuizCoupon
Video CourseLive Demo
TicketsGiveaway
eBookT-ShirtDemoTrial
Case StudyWebinar
ConsultationQuote
PurchaseDemoTrial
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How It Works With Your Funnel
Awareness = Display
Opinion = Video
Consideration = Social
Preference = Search
Purchase = $
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So What Does This Mean?
=
=
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Different Types of PPC Visitors, Need Different Types of Offers
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They don’t know you and they’re not looking for what you offer.
Cold Visitors
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They’re interested in what you offer, but not sure if you’re their solution.
Warm Visitors
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They’re searching for your brand name and want to do business with you.
Hot Visitors
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When new PPC channels aren’t working, it’s because you’re not matching your call-to-action with their temperature.
Testing New Offers…
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The fastest way to gain PPC traction, is by lowering “the ask” of what you want the visitor to do.
By Lowering The “Threat”
“Does your car qualify for uber?”
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When Expert Advice, Doesn’t Always Make Sense for PPC
“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
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/
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This Is Why Lowering The PPC Threat Is So Important
- 89% conv/rate increase- 95% confidence level
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You Can Add More Form Fields & More Steps To Increase Conversions Rates
- 152% conv/rate increase- 99% confidence level
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But Lower The PPC Threat First
- 62% conv/rate increase- 95% confidence level
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This Works For All Industries,Small and Big
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MULTI INTENTKEYWORDS
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All Keywords Have Different Conversion Rates
Awareness Consideration Action“best coding languages” “learn to code” “learn ruby on
rails”
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But More Importantly, They Have Different Sales Rates, Too
Awareness Consideration Action“best coding languages” “learn to code” “learn ruby on
rails”
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Remember The “Chuck Norris PPC Cycle”?
ACTION!
Interest“Learn To Code”
Awar
enes
s“B
est C
odin
g La
ngua
ges”
Consideration“Learn Ruby O
n Rails”
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Which Keyword is Performing Best??
Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
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Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
Which Keyword is Performing Best??
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Which Keyword is Performing Best??
Keyword 1
Keyword 2
$5
$5
50% 10%
25% 50%
$10
$20
POP QUIZ COST/CLICK CONV/RATE SALE/RATECOST/CONV
$100
$40
COST/SALE
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Which Keyword is Performing Best??
Keyword 1
Keyword 2
$5
$5
50% 10%
25% 50%
$10
$20
POP QUIZ COST/CLICK CONV/RATE SALE/RATECOST/CONV
$100
$40
COST/SALE
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Less Ad Spend, Same Sales
VS
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How do you track keyword level or placement level sales?
?
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How do you track keyword level or placement level sales?
?
Manual UTM Parameters or Automatic ValueTrack Parameters
mylandingpage.com/?GA_network={network}&GA_device={device}&GA_campaign={campaignid}&GA_adgroup={adgroupid}&GA_target={target}&GA_placement={placement} …
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Use Hidden Fields
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POWERFUL BACKENDPLUMBING
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Upgrade Your Prospects Along The Way
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By 1-Upping Your Marketing Funnel
+++
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Use Custom Google Analytics Retargeting…
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And Lookalike Audiences…
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The Higher Your Threat,The Colder Your Traffic,
The More Nurturing Is Needed
Value Value ThoughtLeadership Value Conversion
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The Lower Your Threat,The Warmer Your Traffic,
The Less Nurturing Is Needed
Value Conversion
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Remember This:The PPC Intent & Threat Scale
Conversion Intent
Conversion Threat
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Types of Micro Conversions
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Types of Micro Conversions
Time On Site
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Types of Micro Conversions
Time On Site
Scroll Depth
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Types of Micro Conversions
Time On Site
Scroll Depth
Form Field Completion
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Types of Micro Conversions
Time On Site
Scroll Depth
Form Field Completion
Button ClickF R E E T R I A L
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Your Micro Conversion Path is Linear in Nature
Time on Site
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Scroll Depth
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Form Field Completion
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Button Click
F R E E T R I A L
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Conversion
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Where are your visitors dropping off?
?
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Add In Google Analytics Data
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Use Hotjar To Track Fields
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Each Network Will Have Its Own Micro Conversion Path
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LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing
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THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?
JOHNATHAN DANE CEO/Founder, KlientBoost
@JohnathanDane [email protected]