the ppc essentials for successful lead generation - hero conf philly 2016
TRANSCRIPT
The PPC Essentials for Successful Lead Generation !
Sahil Jain | @sahilioCEO & Co-Founder | AdStage
About Me
Sahil Jain, CEO and Co-founder of AdStage, @sahilio
• Co-founded first company, YC & SV Angel backed, Trigger.io at 20
• Dropped out of UC Berkeley to join AOL Corp Dev. at 19
• Dropped out of High School to join Yahoo! Mobile at 17 and worked in the professional video game industry before that
About AdStage
Manage ad campaigns across Google, Bing, Facebook, LinkedIn, and Twitter
Today’s Agenda
• Creating a Lead Definition and Budget
• Selecting Channels for Syndication
• Creative Concepts and Strategy
• Thinking About Your Post-click Strategy
• Setting Up Conversion Tracking
• Optimizing for Conversions
• Creating Evergreen Campaigns
Creating a Lead Definition
• Define your ICP (Ideal Customer Profile) - company type: revenue, team size, industry, geo
- individual type: role, decision making ability, budget, pains
• Define what a “Qualified Lead” looks like
- what is the desired action that will be defined as a “conversion”
- Examples:
> webinar registration
> demo request
> specific type of engagement
Creating a Budget
Determine your breakeven point
Plug in # desired customers, LTV, & avg.
close rates
Solve for your budget
Work backwards with top metrics
Let’s Break it Down
I. Calculate an educated budget Break even point x total desired customers = proposed budget • $1,200 avg. sale x 150 desired customers = $180,000 budget
II. Set a benchmark for lead volume Total desired customers / avg. close rate = leads needed • 150 desired customers / 6% avg. close rate= 2,500 leads needed
III. Align your campaigns to a target CPL Total budget / Total leads needed = target cost per lead • $180,000 / 2,500 = Target cost per lead of $72.00
Channels for Syndication
Google AdWords
• Search: Keyword targeting, RLSA
• Display: Remarketing, contextual keyword or placement targeting
• Lead Gen Feature Highlight: Customer Match across YouTube, Gmail, Search
• Powerful job title, company, skills, and function targeting for B2B
• Display: Text Ads, Sponsored Updates / Direct Sponsored Content
• Lead Gen Feature Highlight: Direct Sponsored Content
• Demographic, interest and behavior targeting (psychographics)
• Display: right-rail, newsfeed, Instagram, and audience network placements ads
• Lead Gen Feature Highlight: Lead Ads
Twitter Lead Gen Cards
• Keyword/hashtag, handle, and event targeting
• Display: Sponsored tweets & cards
• Lead Gen Feature Highlight: Lead Gen Cards
Allocating Budget Across Channels
Start with 1 or 2 networks
Consider the competition
& reach
Think about the campaign length
Consider your lead definition
Shape Your Creative
Nail Your Headlines
Grab Their Attention
Tell Them Why
Add a Clear CTA
Craft Your Landing Page
Elements of a Converting Landing Page
Mobile Optimized
Remind Your Audience Who You Are
Short Form with Lead Collection Field
Always include “What’s in it for Me?”
Clear and Concise Call to Action
Conversion Tracking Code
Setting Up Conversion Tracking
Google AdWords
Google AdWords
Bing Ads
Bing Ads
Facebook Ads
Facebook Ads
Twitter Ads
LinkedIn Ads via AdStage
Google Analytics
Third-Party Analytics
Optimizing for Conversion
Track, Learn, & Iterate
Tools for Landing Page Testing
Landing Page Test Examples
Check out whichtestwon.com for inspiration
Nurture Your Leads
Deploy custom/tailored audience and web display retargeting
Expand Your Ad Targeting
Questions
More About Lead Gen bit.ly/HeroLeadGen
Learn PPC adstage.io/academy
Thank You