looking at ppc through a marketing automation lens - by amy bishop

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Looking at PPC Through a Marketing

Automation Lens

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Seamlesslysupportthebuyingcyclebyaligningyourfunnelbaseduponhistoricalperformancedata.

Why Marketing Automation?

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MonitorData SetUpCampaigns Automate

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What Does Marketing Automation Consist Of

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•  Leadscoring•  FeedbackLoops&Workflows•  SpendingMoney(&Time)MoreEffectively

Principles of Marketing Automation

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Applying Marketing Automation Principles to PPC

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Lead Scoring

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Lead Scoring:

1. Attachvaluetocertainbehaviors

2. Determinethenextmarketingaction

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Good Experience Bad Experience

But Why Bother?

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The Benefits of Leadscoring

1.  Identifyhigh&lowvalueconsumers2.  Determinethemostimpactfulpaths3.  Planmediatosupportpaths4.  TestAssumptions5.  Refine&StandardizeExperience6.  DetermineBiddingLevels7.  DetermineWhichPathstoCircumvent

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Leadscoring Criteria Generally Comes in 3 Forms:

ImplicitCriteriaDerivedbyAnalysisofData

ExplicitCriteriaProvidedBytheConsumer

NegativeCriteriaRedFlags

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Establish Your Criteria

•  HowWillYouDistinguishOneVisitorFromAnother?•  WhatMakesaVisitorMoreOrLessValuable?•  WhatOn-SiteActionsShowIntent?•  HowCanYouUseSourceInformationToUnderstandIntent?

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Potential Implicit Criteria

MadeaPurchaseOrAbandonedtheCart

DownloadedInformation

ViewedSpecificContent

SignedUpForEmailNewsletter

TimeOnSiteDownloadedaCouponWatchedaVideoFavoritedorSavedaProduct

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Layer Actions & Behaviors To Create Higher Value Systems

AbandonedtheCart TimeOnSite

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In the PPC realm, it’s less about coming up with a point-value and more about the process of creating a scale.

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Ideally, we want to start building a funnel progression.

Spends30sOnSite

WatchesVideo+DownloadsCoupon

MakesPurchase

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Flow Reports In Google Analytics

•  BehaviorFlow•  EventFlow•  GoalFlow&FunnelVisualization

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Organize Your Event Tracking

•  CreateanOrganizedStructure•  EasilyIdentifiableNomenclature•  CreateEventsForEverythingImportant•  Don’tCreateEventsforUnimportantActions

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Event Flow In Google Analytics

•  PathsCanBeMessy&Redundant•  OftenAren’tIdeal•  TrackSessions,NotUsers

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1.   Createtheleadscoringcriteriaasaudiences

2.   Addthemtocampaignsasbidonly–withoutamodifier

Identifying Ideal Paths

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Thiswillhelptocreateahierarchyofvalues,your“scores”,whichwillhelpyoutobetterunderstand

whichon-siteactionstrulyshowintent.

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Which Action Is Most Likely To Result In a Purchase In a Return Visit?

Audience Clicks ConversionsCostPerConversion ConversionRate

WatchedaVideo 2126 266 $18.47 12.5%

AbandonedCart 3481 637 $13.61 18.3%

DownloadedaCoupon 2547 374 $16.82 14.7%

HighSessionDuration 2987 484 $15.24 16.2%

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Which Action Is Most Likely To Result In a Purchase In a Return Visit?


WatchedaVideo 2126 266 $18.47 12.5%

AbandonedCart 3481 637 $13.61 18.3%

DownloadedCoupon 2547 374 $16.82 14.7%

HighSessionDuration 2987 484 $15.24 16.2%

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If Multiple Actions Are Taken, Does it Increase Likelihood?


AbandonedCart 3874 666 $11.15 17.2%

Video+AbandonedCart

3256 466 $11.75 14.3%

Coupon+AbandonedCart

2845 604 $8.79 21.2%

SessionDuration+AbandonedCart 2796 336 $10.24 12.0%

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If Multiple Actions Are Taken, Does it Increase Likelihood?


AbandonedCart 3874 666 $11.15 17.2%

Video+AbandonedCart

3256 466 $11.75 14.3%

Coupon+AbandonedCart

2845 604 $8.79 21.2%

SessionDuration+AbandonedCart 2796 336 $10.24 12.0%

Thisinformationhelpsustoidentifyourone-twopunches.

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WorkFlows

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•  Cross-Selling•  NurturingLeads&ExistingConsumers•  GuidingConsumerstoTheSale

Workflows

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Site Action Taken?

This Ad & Landing Page

This Ad & Landing Page

If Yes If No

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Reviewyourconversionpathstounderstandhowvisitorsinteractwithvariouschannels

Conversion Paths By Channel

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Begin to Organize Your Paths

LeadscoringEfforts

Context&Goals

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Begin to Organize Your Paths

LeadscoringEfforts

Context&Goals

•  On-SiteActions•  EngagementMetrics

•  Sources

•  ContentCategories•  ItemsPurchased

•  PreviousLPExperiences

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Useyouraudiencestolineupactionsalreadytakenwiththenextactionmostlikelytoresultinagoal.Usecontexttodetermine,specifically,whichcontenttodelivertoconnectthedots.

Create Your Paths

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WatchedaVideo

Example Ecom Workflow

10%

PushedtoCoupon PushedtoPurchase

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Visitorsthatwatchedavideo&downloadedacouponare50%morelikelytopurchasethanthosewhohaven’t.

Example Ecom Workflow

10%

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Deliver Ads With Intent & Context

Do:UsePreviousStepsIntheWorkflowToInformAdContent

Don’t:UseCTAsForActionsAlreadyTaken

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Customize Ad & LP Content to Audiences

Visit Site Engage With Content Align Ads & LPs

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Customize Ad & LP Content to Audiences

Visit Site Engage With Content Align Ads & LPs

75%CPADecrease

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Efficiency: Save Time & Money

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Optimize Your Budget ClientBrief: ClientBudget:

http://blog.gaborit-d.com/13-images-client-brief-vs-client-budget/

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…Becausethereismorevalueinsomevisitorsthanothers…

Find Your 80/20

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BuildWorkflows

Optimize Budgets

Identify Efficiencies Focus Budget

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Focusing Budgets

1. Separate Campaigns For: •  New New/Prospecting •  Funnel Progression

2.  Determine Budget Allocation for Each, Based Upon Goals 3.  Focus Funnel Progression On Only The Top Performing Data Sets

With The Highest Likelihood of Conversion Based Upon Your Work Flows (and the leadscoring that went into creating them)

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Funnel Progression Budget Allocation

Campaign1

Campaign2

Campaign3

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SettingUp&TestingAlloftheAudiencesCanBeTimeConsuming…

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…butonceyourinfrastructureissetup,youcanreaptheefficienciesofaseamlessfunnelexperience.

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•  DetermineYourCriteria•  Test&RankAudiencePerformanceBasedUponCriteria•  BuildWorkflows•  AlignAd&LandingPageContent•  AttributeValue,IndividuallyandHolistically•  ShiftBudgetstoCreatetheMostProfitableOutcome

Action Items:

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LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX