[elite camp 2016] johnathan dane - the ppc thermometer - why you should care about ice cubes &...

@KlientBoost #EliteCamp2016 KlientBoost.com

The PPC Thermometer Why You Should Care About Ice Cubes & Lava

PPC & CRO Plateaus Are Real

13,000

9,000

5,000

$4.20

$3.60

$3.00

February 2016

Cost / Converted Click vs Converted Clicks

June 2016

13,000

9,000

5,000

$4.20

$3.60

$3.00

February 2016

Cost / Converted Click vs Converted Clicks

June 2016

But We Can Do Something About Them

All PPC Channels Will Work For You, If You Stop Using Brute Force

Continuously Unlock New PPC Potential

Search Social Display Video

UNDERSTANDING PPCTHREAT LEVELS


Ever Launched a PPC CampaignThat Didn’t Work?

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

Aw

aren

ess

Co

nsid

eration

The PPC Intent & Threat Scale

Conversion Intent

Conversion Threat


Display SearchVideo Social

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

How It Works With Your Funnel

Awareness = Display

Opinion = Video

Consideration = Social

Preference = Search

Purchase = $

So What Does This Mean?

=

=

Different Types of PPC Visitors, Need Different Types of Offers

They don’t know you and they’re not looking for what you offer.

Cold Visitors

They’re interested in what you offer, but not sure if you’re their solution.

Warm Visitors

They’re searching for your brand name and want to do business with you.

Hot Visitors

When new PPC channels aren’t working, it’s because you’re not matching your call-to-action with their temperature.

Testing New Offers…

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?”

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/

Even Peep Said It…

“The best thing you can do to improve conversions is to get rid of as many fields as possible.” - Peep Laja

Source: http://conversionxl.com/14-steps-to-building-sign-up-forms-that-convert/

This Is Why Lowering The PPC Threat Is So Important

- 89% conv/rate increase - 95% confidence level

You Can Add More Form Fields & More StepsTo Increase Conversions Rates


But Lower The PPC Threat First


This Works For All Industries, Small and Big

MULTI INTENTKEYWORDS


All Keywords Have Different Conversion Rates

Awareness Consideration Action“best coding languages” “learn to code” “learn ruby on rails”

But More Importantly, They Have Different Sales Rates, Too

Awareness Consideration Action“best coding languages” “learn to code” “learn ruby on rails”

Remember The “Chuck Norris PPC Cycle”?

ACTION!

Interest “Learn To Code”

Aw

aren

ess

“Bes

t Cod

ing

Lang

uage

s”C

on

sideratio

n

“Learn Ruby O

n Rails”

Which Keyword is Performing Best?

?

Keyword 1

Keyword 2

$5

$5

50%

25%

$10

$20

POP QUIZ COST/CLICK CONV/RATE COST/CONV

Keyword 1

Keyword 2

$5

$5

50%

25%

$10

$20

POP QUIZ COST/CLICK CONV/RATE COST/CONV


?


?

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

Less Ad Spend, Same Sales

VS

How do you track keyword level or placement level sales?

?

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} …

Use Hidden Fields

POWERFUL BACKEND

PLUMBING


Upgrade Your Prospects Along The Way

By 1-Upping Your Marketing Funnel

+

+

+

Use Custom Google Analytics Retargeting…

And Lookalike Audiences…

The Higher Your Threat, The Colder Your Traffic,

The More Nurturing Is Needed

Value Value ThoughtLeadership Value Conversion

The Lower Your Threat, The Warmer Your Traffic,

The Less Nurturing Is Needed

Value Conversion

Remember This:The PPC Intent & Threat Scale

Conversion Intent

Conversion Threat

Types of Micro Conversions


Time On Site


Time On Site

Scroll Depth


Time On Site

Scroll Depth

Form Field Completion


Time On Site

Scroll Depth


Button ClickF R E E T R I A L

Your Micro Conversion Path is Linear in Nature

Time on Site

Scroll Depth

Button Click

F R E E T R I A L

Conversion

Where are your visitors dropping off?

?

Add In Google Analytics Data

Use Hotjar To Track Fields

Each Network Will Have Its Own Micro Conversion Path

Thank You!
