[#ghconf17] ppc growth — 7 hacks you need to test

PPC Growth!—!7 Hacks You Need to Test

Johnathan Dane, KlientBoost

PPC GROWTH7 Hacks You Need To Test

@JohnathanDane #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 variationFront 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 biddingTo 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 POSTS PRE-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 launchControl 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 launchControl 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 launchControl 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

CouponChecklist/Cheatsheet

ToolkitCalendarPodcast

Email CourseSwipe FileInfographicWhite Paper

Industry Stats

QuizCoupon

Video CourseLive Demo

TicketsGiveaway

eBookT-ShirtDemoTrial

Case StudyWebinar

ConsultationQuote

PurchaseDemoTrial

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

} CURRENTPERFORMANCE

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

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