Practical advice to piecing together the proper tools and processes for creating digital advertising funnels for B2B.

1. #SMX #33C @John_A_Lee
Using Funnels to Succeed at B2B Advertising
Optimizing the
Paid Search
Conversion
Funnel

2. #SMX #33C @John_A_Lee
Who Is This Guy?
Managing Partner – Clix Marketing
Digital Advertising Geek
 Emphasis on “Geek”
Prior Sentences Served:
 Hanapin Marketing
 Wordstream
Writer:
 Search Engine Watch, ClickZ, Clix Marketing Blog,
The SEM Post, Acquisio Blog, PPC Hero
Speaker:
 SMX, SMX Social, SES / ClickZ Live, HeroConf,
State of Search, Acquisio User Summit, Bing Ads
Connect

3. #SMX #33C @John_A_Lee
…or put another way, #funnelception
What If I Said It Takes a Funnel to Use a Funnel?

4. #SMX #33C @John_A_Lee
Tracking
Foundation Built on Data
Targeting
Layers Based on Status
Creative &Testing
MaximizeYour Efforts
Report,Take Action
& Scale

5. #SMX #33C @John_A_Lee
Using Funnels to Succeed at B2B Advertising
Tracking

6. #SMX #33C @John_A_Lee
Conversion-Only Tags
Analytics
Retargeting
Dynamic Call Tracking
Landing Page Testing
Email Marketing
Marketing Automation
Tracking: Website Pixels
Still Not Using a Tag Manager?

7. #SMX #33C @John_A_Lee
URL Tagging Calls
UTM tags
Auto tags (gclid)
Custom tags (call tracking, etc.)
Choose URL tag nomenclature that allows
for granular, segmented data to pass into
your advertising, analytics and marketing
automation platforms.
Tracking: URLs & Calls
Call Extensions & Call Only Ads
Click-to-call optimization for mobile
3rd party services for detailed call analysis

8. #SMX #33C @John_A_Lee
Ads across all paid channels were
inconsistently or improperly tagged.
Cost-per-opportunity (buyer-ready lead
status) stagnated at more than 2X the target
of $400.
Simple fix to URL tags at the end of July
allowed data to pass through CRM, provide
actionable sales funnel data for the paid
channels and fueled optimization to improve
cost-per-opportunity.
Stats From the Trenches:
URL Tags & Data Clarity for Optimization
$0.00
$200.00
$400.00
$600.00
$800.00
$1,000.00
$1,200.00
Cost-per-Opportunity

9. #SMX #33C @John_A_Lee
Call Extensions were in place for Google AdWords &
Bing Ads. No other call tracking was installed. Client
believed that $100+ cost-per-acquisition was too high.
3rd party call tracking installed in December that
provided data on the number of calls from paid
channels and passed campaign data for calls into CRM.
Overall cost-per-acquisition was shown to be
significantly lower than believed, calls were properly
attributed to paid channels and future optimizations
could be made based on call data in the sales funnel.
Stats From the Trenches:
Leads Don’t Just Happen Online
$-
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15
Cost-per-Acquisition:Online Leads + Phone Calls

10. #SMX #33C @John_A_Lee
Using Funnels to Succeed at B2B Advertising
Targeting

11. #SMX #33C @John_A_Lee
Search, Display, Social…
Beware the trap of pushing
budget to channels based only
on last click attribution.
How are you maximizing each
channel for the lead stages in
the buyer journey or based on
your lead scoring system?
Targeting: Consider the Paid Channel Mix

12. #SMX #33C @John_A_Lee
Prospecting Nurturing
Generic PPC keywords
Placement targeting for display and video
Demographic, industry/job, interest and
behavior targeting for display, video and
social
Lookalike audiences based on customers,
prospects or leads
Targeting: Examples by Sales Funnel Stage
Brand PPC keywords
Product/service specific PPC keywords
Generic and/or competitor PPC keywords
Remarketing Lists for Search Advertisers
(RLSA)
Retargeting for display, video and social
Custom audiences for display, video and
social

13. #SMX #33C @John_A_Lee
Using Funnels to Succeed at B2B Advertising
Creative & Testing

14. #SMX #33C @John_A_Lee
You could send visitors to your
landing page. Why not just generate
leads with your ad. And only your ad?
Tailor the ad message and call-to-
action based on the lead status being
targeted.
Creative & Testing: Lead Generating Ads

15. #SMX #33C @John_A_Lee
Facebook Ads – Lead Ads

16. #SMX #33C @John_A_Lee
Twitter Ads – Lead Generation Cards

17. #SMX #33C @John_A_Lee
Google AdWords – Gmail Sponsored Promotions

18. #SMX #33C @John_A_Lee
Over a 30 day period, Lead Ads outpaced
traditional Newsfeed Ads in regards to
conversion rate and cost-per-lead.
The form fields within the ad and those on
the landing page were identical: Name,
Email, Phone Number, Company Name.
Stats From the Trenches:
Facebook Lead Ads for Buyer Ready Lead Generation
Call-to-Action AdType Clicks Cost Leads Cost-per-Lead Conversion Rate
Demo Request LeadAds 18579 $ 92,378.54 2543 $ 36.33 13.69%
Demo Request Newsfeed Ads 26596 $ 60,719.81 1064 $ 57.07 4.00%

19. #SMX #33C @John_A_Lee
Video
Video as a channel. Video in ad units. Video is
powerful and effective.
Big, Bold Images
Social profiles, social ads, Gmail Sponsored
Promotions and many display ad units are a big,
visual opportunity to pre-qualify potential leads.
Ads That Engage
Facebook Carousel Ads, Google Display Network
Lightbox Ads and other ad types provide a format
for telling a story and engaging with an individual
before they click through to your landing pages.
Creative & Testing: Pre-Qualify Before the Click

20. #SMX #33C @John_A_Lee
Using Funnels to Succeed at B2B Advertising
Report, Take Action & Scale

21. #SMX #33C @John_A_Lee
Getting lead source data into marketing
automation and tracking through to
customer is key. But…
What other marketing channels influenced
that lead? What other ad dollars were
spent to push them down the funnel?
Sales funnel attribution is the wave of the
B2B future!
Report, Take Action & Scale: Attribution

22. #SMX #33C @John_A_Lee
Use lead source data to
optimize. Take action.
Many ad platforms can marry
marketing automation and ad
performance data.
Spin findings from sales funnel
into new targeting within your
advertising funnels.
#funnelception
Report, Take Action & Scale: Data Feedback Loop

23. #SMX #33C @John_A_Lee
Thank You!
Questions?
@john_a_lee
john@clixmarketing.com
www.clixmarketing.com