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PPC Growth—7 Hacks You Need
to Test
Johnathan Dane, KlientBoost
PPC GROWTH
7 Hacks You Need To Test
@JohnathanDan
e
#GHConf17 KlientBoost.com
THE ICEBERG EFFECT

(GRANULARITY = PREDICTABILITY)
@JohnathanDane #GHConf17 KlientBoost.com
THINK ABOUT THE EXTREMES
CHAOSSIMPLICITY
!"
1 ad group/all keywords

1 ad set/all audiences
1 ad group/1 keyword

1 ad set/1 audience
Most marketers
CONTROLLED vs UNCONTROLLED
Search Terms

(uncontrolled)
Keywords

(controlled)
AdWords Search
WITH SEARCH…WITH SEARCH…
CONTROLLED vs UNCONTROLLED
Placements

(uncontrolled)
Targeting

(controlled)
AdWords Display
WITH DISPLAY…WITH DISPLAY…
CONTROLLED vs UNCONTROLLED
Breakdown

(uncontrolled)
Audience

(controlled)
Facebook
WITH FACEBOOK…WITH FACEBOOK…
• For Search: Higher CTRs, Higher Quality Scores, Lower CPC,
Lower CPA
• For Shopping: Easier Bidding, More Controlled ROAS
• For Display: Consistent & predictable conversion channel
• For Facebook: Identify the audiences that have highest ROI
WHY SHOULD YOU CARE?
• 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?
OUR FACEBOOK BLUEPRINT

(GETTING YOU 90% THERE)
@JohnathanDane #GHConf17 KlientBoost.com
• 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). Layer audiences on top if performance doesn’t
follow.
• Then, saved audiences last
• 1 ad set = 1 audience

Exclude appropriate audiences.
YOUR AUDIENCES
• Dark post ads

Build social proof and use same ads across different ad sets.
• Ad variation

Front 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 chest

Now you can test much faster.
YOUR ADS & AD TYPES
• Automated bidding

To 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 Effect

With enough conversion volume, breakdown performance by
extracting or excluding.
YOUR BIDDING/CAMPAIGN STRUCTURE
PRE-PROMO YOUR DARK POSTSPRE-PROMO YOUR DARK POSTS
• See post with comments

https://www.facebook.com/
626005510833765/posts/
981246778643172
• Share link with friends

Get shares, likes, and comments.
• Then launch

Control positive vs negative
reception more easily = positive
framing.
BUILD SOCIAL PROOF BEFORE LAUNCHBUILD 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 launch

Control positive vs negative
reception more easily = positive
framing.
EVERY SINGLE BULL# MARKETER DOES IT
• See post with comments

https://www.facebook.com/
626005510833765/posts/
981246778643172
• Share link with friends

Get shares, likes, and comments.
• Then launch

Control positive vs negative
reception more easily = positive
framing.
BUILD SOCIAL PROOF BEFORE LAUNCHDON’T BE LIKE JUICERO
ACCOUNT BASED 

MARKETING

(Online & Offline)
@JohnathanDane #GHConf17 KlientBoost.com
Content here
SOMETHING GOES HEREMEET LISTENLOOP
Content here
SOMETHING GOES HEREFLIPPING THE FUNNEL
——— Identify
——— Expand
——— Engage
——— Advocate
Content here
SOMETHING GOES HERECUSTOM B2B HTML5 ADS
Content here
SOMETHING GOES HERECOMPANY LEVEL REPORTING
LET’S TAKE IT ONE STEP FURTHER
Content here
SOMETHING GOES HEREREVEAL & QUALIFY INCOMING VISITORS
+
• Prospects who have converted, but not on core offer
• Sneaky visitors who have never converted (Clearbit Reveal +
Segment)
• ABM retargeting (ListenLoop)
• Warm/cold email out reach (Clearbit Prospector + Salesloft)
• Physical mail (your mom)
COMBINE EVERYTHING TOGETHER
• Email & ad combo has increased email open rates by 30% and
email CTR by 25%.
• Sequential retargeting gave DiscoverOrg 76% higher conv/rate
and $4.2m more revenue.
• Sales velocity increased by 37% for Modulo and conv/rate grew
by 19%.
RESULTS?
TRY LISTENLOOP FOR YOURSELF
Use code “GHCLA17”

& get $300 matched ad spend



ListenLoop.com

HIDDEN DATA

(SECRET PIVOT TABLES)
@JohnathanDane #GHConf17 KlientBoost.com
• 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…
INTERESTING INSIGHTS
THE 500 STARTUPS STORY
• GarmentValet - spending $30k/mo more than they were making.
• Decided to wait on marketing until everything was built.
• They built stuff that didn’t perform the way they hoped.
• Debt was piling up… so what did they do?
DOWNLOAD ANY DATA YOU WANT TO PIVOT
THE 500 STARTUPS STORY
• GarmentValet - spending $30k/mo more than they were making.
• Decided to wait on marketing until everything was built.
• They built stuff that didn’t perform the way they hoped.
• Debt was piling up… so what did they do?
ADD IT INTO EXCEL
THE 500 STARTUPS STORY
• GarmentValet - spending $30k/mo more than they were making.
• Decided to wait on marketing until everything was built.
• They built stuff that didn’t perform the way they hoped.
• Debt was piling up… so what did they do?
INSERT > PIVOT TABLE
THE 500 STARTUPS STORY
• GarmentValet - spending $30k/mo more than they were making.
• Decided to wait on marketing until everything was built.
• They built stuff that didn’t perform the way they hoped.
• Debt was piling up… so what did they do?
IS YOUR DATA STATISTICALLY SIGNIFICANT?
THE 500 STARTUPS STORY
• GarmentValet - spending $30k/mo more than they were making.
• Decided to wait on marketing until everything was built.
• They built stuff that didn’t perform the way they hoped.
• Debt was piling up… so what did they do?
WHICH COHORTS ARE ACTIONABLE?
SMOKE TESTING

(PPC TRAFFIC TEMPERATURES)
@JohnathanDane #GHConf17 KlientBoost.com
THE 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
THE 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
THE PIJON BOX 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
THE PIJON BOX 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
SMOKE TEST #1 - INTERCOMSMOKE TEST #1 - INTERCOM
SMOKE TEST #2 - EMAIL SUBSCRIBERSSMOKE TEST #2 - EMAIL SUBSCRIBERS
SMOKE TEST #3 - LANDING PAGE/POPUPSMOKE TEST #3 - LANDING PAGE/POPUP
GENERIC SEARCH = BOFU CONVERSIONSGENERIC SEARCH = BOFU CONVERSIONS
ACCOUNT CREATIONS WERE EASYACCOUNT CREATIONS WERE EASY
DOING THE SAME FOR DISPLAY?DOING THE SAME FOR DISPLAY?
WE CHANGED THE OFFERWE CHANGED THE OFFER
CONVERSIONS STARTED HAPPENINGCONVERSIONS STARTED HAPPENING
BUT THE BEST PART?
THANK YOU PAGE = ACCOUNT CREATION UPSELLTHANK YOU PAGE = ACCOUNT CREATION UPSELL
Conversion 

Intent
Conversion 

Threat
DIFFERENT CHANNELS 

= DIFFERENT CONVERSION INTENT
Conversion 

Intent
Conversion 

Threat
DIFFERENT CHANNELS 

= DIFFERENT CONVERSION INTENT
DIFFERENT CHANNELS 

= DIFFERENT CONVERSION INTENT
Display SearchVideo Social
DON’T CREATE THESE YET,

SMOKE TEST THEM FIRST
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
BREADCRUMB TECHNIQUE

(MICRO CONVERSION GOLD)
@JohnathanDane #GHConf17 KlientBoost.com
ONE STEP LANDING PAGES ARE A GAMBLEONE STEP LANDING PAGES CAN BE A GAMBLE
Conversion 

Intent
Conversion 

Threat
DIFFERENT CHANNELS 

= DIFFERENT CONVERSION INTENT
MOST 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/
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
COMPLIANCE PSYCHOLOGYCOMPLIANCE PSYCHOLOGY
EVERY NEW CTA, 

CREATES NEW FRICTION
SO REMEMBER YOUR TRAFFIC TEMPERATURE

& CTA TEMPERATURE

- DO THEY MATCH?
SO REMEMBER YOUR TRAFFIC TEMPERATURE

& CTA TEMPERATURE

- DO THEY MATCH?
WORKING BACKWARDS

(SALES > CONVERSION > TRAFFIC)
>
@JohnathanDane #GHConf17 KlientBoost.com
“Don’t fix the sink,
if the well is broken”

- Gary Vaynerchuk
OPTIMIZING FOR MEANINGFUL METRICSOPTIMIZE FOR THE MOST MEANINGFUL METRICS FIRST
- - -- - -- - -
}REVENUE LIFT 

POTENTIAL
} CURRENT

PERFORMANCE
OPTIMIZING FOR MEANINGFUL METRICSBY WORKING BACKWARDS
YOU KNOW PPC WORKS, 

BUT DO YOU WHAT INSIDE YOUR ACCOUNT WORKS?
Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
YOU KNOW PPC WORKS, 

BUT WHICH KEYWORDS/PLACEMENT/AUDIENCES WORK?
Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
WHAT HAPPENS WHEN YOU HAVE SALES DATA

AT THE MOST GRANULAR LEVEL?
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
WHAT HAPPENS WHEN YOU HAVE SALES DATA

AT THE MOST GRANULAR LEVEL?
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
HERE’S TO YOUR GROWTH!
>
@JohnathanDane #GHConf17 KlientBoost.com
Want video access
Jamie Siminoff, Ring
This
could
be
you!
View recordings of all #GHConf17 presentations with our virtual pass
& purchase tickets for next year’s event at growthhackers.com/conference

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[#GHConf17] PPC Growth — 7 Hacks You Need to Test

  • 1. PPC Growth—7 Hacks You Need to Test Johnathan Dane, KlientBoost
  • 2. PPC GROWTH 7 Hacks You Need To Test @JohnathanDan e #GHConf17 KlientBoost.com
  • 3. THE ICEBERG EFFECT
 (GRANULARITY = PREDICTABILITY) @JohnathanDane #GHConf17 KlientBoost.com
  • 4. THINK ABOUT THE EXTREMES CHAOSSIMPLICITY !" 1 ad group/all keywords
 1 ad set/all audiences 1 ad group/1 keyword
 1 ad set/1 audience Most marketers
  • 5. CONTROLLED vs UNCONTROLLED Search Terms
 (uncontrolled) Keywords
 (controlled) AdWords Search
  • 11. • For Search: Higher CTRs, Higher Quality Scores, Lower CPC, Lower CPA • For Shopping: Easier Bidding, More Controlled ROAS • For Display: Consistent & predictable conversion channel • For Facebook: Identify the audiences that have highest ROI WHY SHOULD YOU CARE?
  • 12. • 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?
  • 13. OUR FACEBOOK BLUEPRINT
 (GETTING YOU 90% THERE) @JohnathanDane #GHConf17 KlientBoost.com
  • 14. • 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). Layer audiences on top if performance doesn’t follow. • Then, saved audiences last • 1 ad set = 1 audience
 Exclude appropriate audiences. YOUR AUDIENCES
  • 15. • Dark post ads
 Build social proof and use same ads across different ad sets. • Ad variation
 Front 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 chest
 Now you can test much faster. YOUR ADS & AD TYPES
  • 16. • Automated bidding
 To 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 Effect
 With enough conversion volume, breakdown performance by extracting or excluding. YOUR BIDDING/CAMPAIGN STRUCTURE
  • 17. PRE-PROMO YOUR DARK POSTSPRE-PROMO YOUR DARK POSTS
  • 18. • See post with comments
 https://www.facebook.com/ 626005510833765/posts/ 981246778643172 • Share link with friends
 Get shares, likes, and comments. • Then launch
 Control positive vs negative reception more easily = positive framing. BUILD SOCIAL PROOF BEFORE LAUNCHBUILD 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 launch
 Control positive vs negative reception more easily = positive framing.
  • 19. EVERY SINGLE BULL# MARKETER DOES IT
  • 20. • See post with comments
 https://www.facebook.com/ 626005510833765/posts/ 981246778643172 • Share link with friends
 Get shares, likes, and comments. • Then launch
 Control positive vs negative reception more easily = positive framing. BUILD SOCIAL PROOF BEFORE LAUNCHDON’T BE LIKE JUICERO
  • 21. ACCOUNT BASED 
 MARKETING
 (Online & Offline) @JohnathanDane #GHConf17 KlientBoost.com
  • 22. Content here SOMETHING GOES HEREMEET LISTENLOOP
  • 23. Content here SOMETHING GOES HEREFLIPPING THE FUNNEL ——— Identify ——— Expand ——— Engage ——— Advocate
  • 24. Content here SOMETHING GOES HERECUSTOM B2B HTML5 ADS
  • 25. Content here SOMETHING GOES HERECOMPANY LEVEL REPORTING
  • 26. LET’S TAKE IT ONE STEP FURTHER
  • 27. Content here SOMETHING GOES HEREREVEAL & QUALIFY INCOMING VISITORS +
  • 28. • Prospects who have converted, but not on core offer • Sneaky visitors who have never converted (Clearbit Reveal + Segment) • ABM retargeting (ListenLoop) • Warm/cold email out reach (Clearbit Prospector + Salesloft) • Physical mail (your mom) COMBINE EVERYTHING TOGETHER
  • 29. • Email & ad combo has increased email open rates by 30% and email CTR by 25%. • Sequential retargeting gave DiscoverOrg 76% higher conv/rate and $4.2m more revenue. • Sales velocity increased by 37% for Modulo and conv/rate grew by 19%. RESULTS?
  • 30. TRY LISTENLOOP FOR YOURSELF Use code “GHCLA17”
 & get $300 matched ad spend
 
 ListenLoop.com

  • 31. HIDDEN DATA
 (SECRET PIVOT TABLES) @JohnathanDane #GHConf17 KlientBoost.com
  • 32. • 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… INTERESTING INSIGHTS
  • 33. THE 500 STARTUPS STORY • GarmentValet - spending $30k/mo more than they were making. • Decided to wait on marketing until everything was built. • They built stuff that didn’t perform the way they hoped. • Debt was piling up… so what did they do? DOWNLOAD ANY DATA YOU WANT TO PIVOT
  • 34. THE 500 STARTUPS STORY • GarmentValet - spending $30k/mo more than they were making. • Decided to wait on marketing until everything was built. • They built stuff that didn’t perform the way they hoped. • Debt was piling up… so what did they do? ADD IT INTO EXCEL
  • 35. THE 500 STARTUPS STORY • GarmentValet - spending $30k/mo more than they were making. • Decided to wait on marketing until everything was built. • They built stuff that didn’t perform the way they hoped. • Debt was piling up… so what did they do? INSERT > PIVOT TABLE
  • 36. THE 500 STARTUPS STORY • GarmentValet - spending $30k/mo more than they were making. • Decided to wait on marketing until everything was built. • They built stuff that didn’t perform the way they hoped. • Debt was piling up… so what did they do? IS YOUR DATA STATISTICALLY SIGNIFICANT?
  • 37. THE 500 STARTUPS STORY • GarmentValet - spending $30k/mo more than they were making. • Decided to wait on marketing until everything was built. • They built stuff that didn’t perform the way they hoped. • Debt was piling up… so what did they do? WHICH COHORTS ARE ACTIONABLE?
  • 38. SMOKE TESTING
 (PPC TRAFFIC TEMPERATURES) @JohnathanDane #GHConf17 KlientBoost.com
  • 39. THE 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 THE 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
  • 40. THE PIJON BOX 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 THE PIJON BOX 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
  • 41. SMOKE TEST #1 - INTERCOMSMOKE TEST #1 - INTERCOM
  • 42. SMOKE TEST #2 - EMAIL SUBSCRIBERSSMOKE TEST #2 - EMAIL SUBSCRIBERS
  • 43. SMOKE TEST #3 - LANDING PAGE/POPUPSMOKE TEST #3 - LANDING PAGE/POPUP
  • 44. GENERIC SEARCH = BOFU CONVERSIONSGENERIC SEARCH = BOFU CONVERSIONS
  • 45. ACCOUNT CREATIONS WERE EASYACCOUNT CREATIONS WERE EASY
  • 46. DOING THE SAME FOR DISPLAY?DOING THE SAME FOR DISPLAY?
  • 47. WE CHANGED THE OFFERWE CHANGED THE OFFER
  • 49. BUT THE BEST PART?
  • 50. THANK YOU PAGE = ACCOUNT CREATION UPSELLTHANK YOU PAGE = ACCOUNT CREATION UPSELL
  • 51. Conversion 
 Intent Conversion 
 Threat DIFFERENT CHANNELS 
 = DIFFERENT CONVERSION INTENT Conversion 
 Intent Conversion 
 Threat DIFFERENT CHANNELS 
 = DIFFERENT CONVERSION INTENT
  • 52. DIFFERENT CHANNELS 
 = DIFFERENT CONVERSION INTENT Display SearchVideo Social
  • 53. DON’T CREATE THESE YET,
 SMOKE TEST THEM FIRST 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
  • 54. BREADCRUMB TECHNIQUE
 (MICRO CONVERSION GOLD) @JohnathanDane #GHConf17 KlientBoost.com
  • 55. ONE STEP LANDING PAGES ARE A GAMBLEONE STEP LANDING PAGES CAN BE A GAMBLE
  • 56. Conversion 
 Intent Conversion 
 Threat DIFFERENT CHANNELS 
 = DIFFERENT CONVERSION INTENT MOST 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/
  • 57. EDUCATION INDUSTRY - 62% conv/rate increase - 95% confidence level
  • 58. AUTOMOTIVE INDUSTRY - 152% conv/rate increase - 99% confidence level
  • 59. CONSUMER GOODS INDUSTRY - 89% conv/rate increase - 95% confidence level
  • 60. SOFTWARE INDUSTRY - 381% conv/rate increase - 95% confidence level
  • 62. EVERY NEW CTA, 
 CREATES NEW FRICTION
  • 63. SO REMEMBER YOUR TRAFFIC TEMPERATURE
 & CTA TEMPERATURE
 - DO THEY MATCH? SO REMEMBER YOUR TRAFFIC TEMPERATURE
 & CTA TEMPERATURE
 - DO THEY MATCH?
  • 64. WORKING BACKWARDS
 (SALES > CONVERSION > TRAFFIC) > @JohnathanDane #GHConf17 KlientBoost.com
  • 65. “Don’t fix the sink, if the well is broken”
 - Gary Vaynerchuk
  • 66. OPTIMIZING FOR MEANINGFUL METRICSOPTIMIZE FOR THE MOST MEANINGFUL METRICS FIRST - - -- - -- - - }REVENUE LIFT 
 POTENTIAL } CURRENT
 PERFORMANCE
  • 67. OPTIMIZING FOR MEANINGFUL METRICSBY WORKING BACKWARDS
  • 68. YOU KNOW PPC WORKS, 
 BUT DO YOU WHAT INSIDE YOUR ACCOUNT WORKS? Keyword 1 Keyword 2 $5 $5 50% 25% $10 $20 POP QUIZ COST/CLICK CONV/RATE COST/CONV YOU KNOW PPC WORKS, 
 BUT WHICH KEYWORDS/PLACEMENT/AUDIENCES WORK? Keyword 1 Keyword 2 $5 $5 50% 25% $10 $20 POP QUIZ COST/CLICK CONV/RATE COST/CONV
  • 69. WHAT HAPPENS WHEN YOU HAVE SALES DATA
 AT THE MOST GRANULAR LEVEL? 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 WHAT HAPPENS WHEN YOU HAVE SALES DATA
 AT THE MOST GRANULAR LEVEL? 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
  • 70. HERE’S TO YOUR GROWTH! > @JohnathanDane #GHConf17 KlientBoost.com
  • 71. Want video access Jamie Siminoff, Ring This could be you! View recordings of all #GHConf17 presentations with our virtual pass & purchase tickets for next year’s event at growthhackers.com/conference