This document provides tips and hacks for PPC growth, including:
- Testing granular ad grouping strategies like single keyword/product ad groups.
- Understanding the difference between controlled and uncontrolled targeting options.
- Using a blueprint for building layered Facebook audiences.
- Implementing smoke testing to validate new marketing ideas with minimal effort.
- Optimizing campaigns by working backwards from sales data to highest performing keywords/placements.
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?
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
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.
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
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
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?
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
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
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/
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
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