![Page 1: The PPC Essentials for Successful Lead Generation - Hero Conf Philly 2016](https://reader031.vdocuments.mx/reader031/viewer/2022030316/5871b7951a28ab55058b4c2f/html5/thumbnails/1.jpg)
The PPC Essentials for Successful Lead Generation !
Sahil Jain | @sahilioCEO & Co-Founder | AdStage
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About Me
Sahil Jain, CEO and Co-founder of AdStage, @sahilio
• Co-founded first company, YC & SV Angel backed, Trigger.io at 20
• Dropped out of UC Berkeley to join AOL Corp Dev. at 19
• Dropped out of High School to join Yahoo! Mobile at 17 and worked in the professional video game industry before that
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About AdStage
Manage ad campaigns across Google, Bing, Facebook, LinkedIn, and Twitter
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Today’s Agenda
• Creating a Lead Definition and Budget
• Selecting Channels for Syndication
• Creative Concepts and Strategy
• Thinking About Your Post-click Strategy
• Setting Up Conversion Tracking
• Optimizing for Conversions
• Creating Evergreen Campaigns
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Creating a Lead Definition
• Define your ICP (Ideal Customer Profile) - company type: revenue, team size, industry, geo
- individual type: role, decision making ability, budget, pains
• Define what a “Qualified Lead” looks like
- what is the desired action that will be defined as a “conversion”
- Examples:
> webinar registration
> demo request
> specific type of engagement
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Creating a Budget
Determine your breakeven point
Plug in # desired customers, LTV, & avg.
close rates
Solve for your budget
Work backwards with top metrics
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Let’s Break it Down
I. Calculate an educated budget Break even point x total desired customers = proposed budget • $1,200 avg. sale x 150 desired customers = $180,000 budget
II. Set a benchmark for lead volume Total desired customers / avg. close rate = leads needed • 150 desired customers / 6% avg. close rate= 2,500 leads needed
III. Align your campaigns to a target CPL Total budget / Total leads needed = target cost per lead • $180,000 / 2,500 = Target cost per lead of $72.00
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Channels for Syndication
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Google AdWords
• Search: Keyword targeting, RLSA
• Display: Remarketing, contextual keyword or placement targeting
• Lead Gen Feature Highlight: Customer Match across YouTube, Gmail, Search
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• Powerful job title, company, skills, and function targeting for B2B
• Display: Text Ads, Sponsored Updates / Direct Sponsored Content
• Lead Gen Feature Highlight: Direct Sponsored Content
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• Demographic, interest and behavior targeting (psychographics)
• Display: right-rail, newsfeed, Instagram, and audience network placements ads
• Lead Gen Feature Highlight: Lead Ads
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Twitter Lead Gen Cards
• Keyword/hashtag, handle, and event targeting
• Display: Sponsored tweets & cards
• Lead Gen Feature Highlight: Lead Gen Cards
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Allocating Budget Across Channels
Start with 1 or 2 networks
Consider the competition
& reach
Think about the campaign length
Consider your lead definition
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Shape Your Creative
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Nail Your Headlines
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Grab Their Attention
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Tell Them Why
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Add a Clear CTA
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Craft Your Landing Page
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Elements of a Converting Landing Page
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Mobile Optimized
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Remind Your Audience Who You Are
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Short Form with Lead Collection Field
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Always include “What’s in it for Me?”
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Clear and Concise Call to Action
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Conversion Tracking Code
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Setting Up Conversion Tracking
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Google AdWords
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Google AdWords
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Bing Ads
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Bing Ads
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Facebook Ads
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Facebook Ads
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Twitter Ads
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LinkedIn Ads via AdStage
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Google Analytics
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Third-Party Analytics
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Optimizing for Conversion
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Track, Learn, & Iterate
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Tools for Landing Page Testing
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Landing Page Test Examples
Check out whichtestwon.com for inspiration
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Nurture Your Leads
Deploy custom/tailored audience and web display retargeting
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Expand Your Ad Targeting
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Questions
More About Lead Gen bit.ly/HeroLeadGen
Learn PPC adstage.io/academy
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Thank You