the ppc traffic thermometer - why you should care about ice cubes & lava

Download The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava

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  • @KlientBoost #EliteCamp2016 KlientBoost.com

    The PPC Thermometer Why You Should Care About Ice Cubes & Lava

  • 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

  • 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

  • All PPC Channels Will Work For You, If You Stop Using Brute Force

  • Continuously Unlock New PPC Potential

    Search Social Display Video

  • UNDERSTANDING PPCTHREAT LEVELS

    @KlientBoost #EliteCamp2016 KlientBoost.com

  • Ever Launched a PPC CampaignThat Didnt Work?

  • You Werent Obeying The Chuck Norris PPC Cycle

    Video visitors start here Search visitors

    could start here

    Social visitors start here

    Display visitors start here ACTION!

    Interest

    Aw

    aren

    ess

    Co

    nsid

    eration

  • The PPC Intent & Threat Scale

    Conversion Intent

    Conversion Threat

  • The PPC Intent & Threat Scale

    Conversion Intent

    Conversion Threat

  • The PPC Intent & Threat Scale

  • The PPC Intent & Threat Scale

    Display SearchVideo Social

  • Your Offers Need To Match Your PPC Channel Temperature

    Coupon Checklist/Cheatsheet

    Toolkit Calendar Podcast

    Email Course Swipe File

    Infographic White Paper

    Industry Stats

    Quiz Coupon

    Video Course Live Demo

    Tickets Giveaway

    eBook T-Shirt Demo Trial

    Case Study Webinar

    Consultation Quote

    Purchase Demo Trial

  • How It Works With Your Funnel

    Awareness = Display

    Opinion = Video

    Consideration = Social

    Preference = Search

    Purchase = $

  • So What Does This Mean?

    =

    =

  • @KlientBoost #EliteCamp2016 KlientBoost.com

  • Different Types of PPC Visitors, Need Different Types of Offers

  • They dont know you and theyre not looking for what you offer.

    Cold Visitors

  • Theyre interested in what you offer, but not sure if youre their solution.

    Warm Visitors

  • Theyre searching for your brand name and want to do business with you.

    Hot Visitors

  • When new PPC channels arent working, its because youre not matching your call-to-action with their temperature.

    Testing New Offers

  • 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?

  • When Expert Advice, Doesnt 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/

  • Even Peep Said It

    The best thing you can do to improve conversions is to get rid of as many fields as possible. - Peep Laja

    Source: http://conversionxl.com/14-steps-to-building-sign-up-forms-that-convert/

  • This Is Why Lowering The PPC Threat Is So Important

    - 89% conv/rate increase - 95% confidence level

  • You Can Add More Form Fields & More StepsTo Increase Conversions Rates

    - 152% conv/rate increase - 99% confidence level

  • But Lower The PPC Threat First

    - 62% conv/rate increase - 95% confidence level

  • This Works For All Industries, Small and Big

  • MULTI INTENTKEYWORDS

    @KlientBoost #EliteCamp2016 KlientBoost.com

  • All Keywords Have Different Conversion Rates

    Awareness Consideration Actionbest coding languages learn to code learn ruby on rails

  • But More Importantly, They Have Different Sales Rates, Too

    Awareness Consideration Actionbest coding languages learn to code learn ruby on rails

  • Remember The Chuck Norris PPC Cycle?

    ACTION!

    Interest Learn To Code

    Aw

    aren

    ess

    Bes

    t Cod

    ing

    Lang

    uage

    sC

    on

    sideratio

    n

    Learn Ruby O

    n Rails

  • Which Keyword is Performing Best?

    ?

    Keyword 1

    Keyword 2

    $5

    $5

    50%

    25%

    $10

    $20

    POP QUIZ COST/CLICK CONV/RATE COST/CONV

  • Keyword 1

    Keyword 2

    $5

    $5

    50%

    25%

    $10

    $20

    POP QUIZ COST/CLICK CONV/RATE COST/CONV

    Which Keyword is Performing Best?

    ?

  • 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

  • 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

  • Less Ad Spend, Same Sales

    VS

  • How do you track keyword level or placement level sales?

    ?

  • 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}

  • Use Hidden Fields

  • POWERFUL BACKEND

    PLUMBING

    @KlientBoost #EliteCamp2016 KlientBoost.com

  • Upgrade Your Prospects Along The Way

  • By 1-Upping Your Marketing Funnel

    +

    +

    +

  • Use Custom Google Analytics Retargeting

  • And Lookalike Audiences

  • The Higher Your Threat, The Colder Your Traffic,

    The More Nurturing Is Needed

    Value Value ThoughtLeadership Value Conversion

  • The Lower Your Threat, The Warmer Your Traffic,

    The Less Nurturing Is Needed

    Value Conversion

  • Remember This:The PPC Intent & Threat Scale

    Conversion Intent

    Conversion Threat

  • @KlientBoost #EliteCamp2016 KlientBoost.com

  • Types of Micro Conversions

  • Types of Micro Conversions

    Time On Site

  • Types of Micro Conversions

    Time On Site

    Scroll Depth

  • Types of Micro Conversions

    Time On Site

    Scroll Depth

    Form Field Completion

  • Types of Micro Conversions

    Time On Site

    Scroll Depth

    Form Field Completion

    Button ClickF R E E T R I A L

  • Your Micro Conversion Path is Linear in Nature

    Time on Site

  • Scroll Depth

  • Form Field Completion

  • Button Click

    F R E E T R I A L

  • Conversion

  • Where are your visitors dropping off?

    ?

  • Add In Google Analytics Data

  • Use Hotjar To Track Fields

  • Each Network Will Have Its Own Micro Conversion Path

  • Thank You!

    @KlientBoost #EliteCamp2016 KlientBoost.com