Ever wonder why your new PPC campaigns aren't working as you had hoped? Could it be your targeting, your messaging, or your offer?
The truth is, it comes to a combination of the temperature of your PPC traffic and whether or not your landing page offer matches that temperature.
At KlientBoost, Johnathan Dane measures that as conversion intent, and with over 100 clients in different verticals, Johnathan had been able to test his way to a formula of PPC success that works for search, social, display, and video.
Join this webinar and you'll learn the equations that will help you:
Launch any PPC campaign and immediately get conversion success
Understand the offer sequence that you can create for any industry
Tie it all back to revenue generated so it becomes predictable
4. Thue is the Kissmetrics Webinar Wizard and Marketing Ops
Manager. Before joining forces with Kissmetrics, he was a Lyft
driver in SF, which is also how he ended up as a Kissmetrics
marketer. Whenever Thue is not trying to automate everything
around him, you can find him hiking in the Sierras.
THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Johnathan Dane is the founder of KlientBoost,
a PPC agency that obsesses over beautifully
designed landing pages and aggressive PPC
testing. He’s an international speaker and a
handsome Danish person just like Thue.
JOHNATHAN DANE
CEO/Founder, KlientBoost
@JohnathanDane
13. You Weren’t 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
Awareness
Consideration
17. The PPC Intent & Threat Scale
Display SearchVideo Social
18. 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
19. How It Works With Your Funnel
Awareness = Display
Opinion = Video
Consideration = Social
Preference = Search
Purchase = $
23. They don’t know you and they’re not
looking for what you offer.
Cold Visitors
24. They’re interested in what you offer,
but not sure if you’re their solution.
Warm Visitors
25. They’re searching for your brand name
and want to do business with you.
Hot Visitors
26.
27.
28.
29.
30.
31. When new PPC channels aren’t
working, it’s because you’re not
matching your call-to-action with their
temperature.
Testing New Offers…
32. 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?”
33. When Expert Advice,
Doesn’t 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/
34. This Is Why Lowering
The PPC Threat Is So Important
- 89% conv/rate increase
- 95% confidence level
35. You Can Add More Form Fields & More Steps
To Increase Conversions Rates
- 152% conv/rate increase
- 99% confidence level
36. But Lower The PPC Threat First
- 62% conv/rate increase
- 95% confidence level
39. All Keywords
Have Different Conversion Rates
Awareness Consideration Action
“best coding
languages” “learn to code” “learn ruby on
rails”
40. But More Importantly,
They Have Different Sales Rates, Too
Awareness Consideration Action
“best coding
languages” “learn to code” “learn ruby on
rails”
41. Remember The “Chuck Norris PPC Cycle”?
ACTION!
Interest
“Learn To Code”
Awareness
“BestCodingLanguages”
Consideration
“LearnRubyOnRails”
42. Which Keyword is Performing Best?
?
Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
47. How do you track keyword level
or placement level sales?
?
48. 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} …