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5 Best Kept PPC Secrets I've Discovered Through Millions of Ad Spend

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5 Best Kept PPC Secrets I've Discovered Through Millions of Ad Spend

  1. 1. @KlientBoost #ctaconf klientboost.com
  2. 2. The Only Goal of These Secrets…
  3. 3. …Is To Make You More Money
  4. 4. We Work With Companies,
 Small and Big @KlientBoost #ctaconf klientboost.com
  5. 5. @KlientBoost #ctaconf klientboost.com The PPC Poop Emoji Scale
  6. 6. The PPC Poop Emoji Scale @KlientBoost #ctaconf klientboost.com Your PPC Campaigns Are Getting Traffic Regular Ol’ Poop
  7. 7. The PPC Poop Emoji Scale @KlientBoost #ctaconf klientboost.com Your PPC Campaigns Are Converting Gold Poop
  8. 8. The PPC Poop Emoji Scale @KlientBoost #ctaconf klientboost.com Your PPC Campaigns Are Making Money Diamond Poop
  9. 9. The Iceberg Effect PPC Secret #1 @KlientBoost #ctaconf klientboost.com
  10. 10. Keywords
  11. 11. Search Terms Keywords
  12. 12. Granulate Everything You Can To be as small as possible
  13. 13. ✨ Turn Your Search Network Ad Groups Into Single Keyword Ad Groups (SKAGs) Granulate Everything You Can To be as small as possible
  14. 14. Granulate Everything You Can To be as small as possible ✨ Extract Your Search Terms✨ Turn Your Search Network Ad Groups Into Single Keyword Ad Groups (SKAGs)
  15. 15. Granulate Everything You Can To be as small as possible ✨ Extract Your Search Terms✨ Extract Your Automatic Placements✨ Turn Your Search Network Ad Groups Into Single Keyword Ad Groups (SKAGs)
  16. 16. Granulate Everything You Can To be as small as possible ✨ Extract Your Search Terms✨ Extract Your Automatic Placements✨ ✨ Extract Your Audience and Interest Groups Into Smaller Targets Turn Your Search Network Ad Groups Into Single Keyword Ad Groups (SKAGs)
  17. 17. Where Are You On The Poop Emoji Scale? There’s no real structure to the keywords in your ad groups or campaigns No Themes
  18. 18. Where Are You On The Poop Emoji Scale? You’re grouping keywords, placements, and audiences in similar ad groups and sets Themed Ad Groups
  19. 19. Where Are You On The Poop Emoji Scale? You almost have no discrepancy from search terms to keywords and you’re always extracting 1:1 Ratio
  20. 20. PPC Secret #2 @KlientBoost #ctaconf klientboost.com
  21. 21. Types of Micro Conversions
  22. 22. Types of Micro Conversions Time On Site
  23. 23. Types of Micro Conversions Time On Site Scroll Depth
  24. 24. Types of Micro Conversions Time On Site Scroll Depth Form Field Completion
  25. 25. Types of Micro Conversions Time On Site Scroll Depth Form Field Completion Button ClickFREE TRIAL
  26. 26. Your Micro Conversion 
 Path is Linear in Nature Time on Site
  27. 27. Scroll Depth
  28. 28. Form Field Completion
  29. 29. Button Click FREE TRIAL
  30. 30. Conversion
  31. 31. Where are your visitors dropping off? ?
  32. 32. Add In Google Analytics Data
  33. 33. Use Hotjar To Track
  34. 34. Where Are You On The Poop Emoji Scale? You’re changing bids and testing ads, 
 but not moving the needle Getting More Clicks
  35. 35. Where Are You On The Poop Emoji Scale? Your finding new ad winners and lowering average CPCs Getting Lower Costs
  36. 36. Where Are You On The Poop Emoji Scale? You’re increasing conversions 
 and lowering your cost per conversion Getting Higher Profits
  37. 37. PPC Secret #3 @KlientBoost #ctaconf klientboost.com
  38. 38. Different Types of PPC Visitors
  39. 39. They don’t know you and they’re not looking for what you offer. Cold Visitors
  40. 40. They’re interested in what you offer, 
 but not sure if you’re their solution. Warm Visitors
  41. 41. They’re searching for your brand name and want to do business with you. Hot Visitors
  42. 42. When new PPC channels aren’t working, it’s because you’re not matching your call-to-action with their temperature. Testing New Offers…
  43. 43. 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?”
  44. 44. Where Are You On The Poop Emoji Scale? You’re using the same offer
 for search, social, display, and video Same CTA For All Channels
  45. 45. Where Are You On The Poop Emoji Scale? You’re testing new search offers, 
 but not on-site funnels You’re Experimenting With CTAs
  46. 46. Where Are You On The Poop Emoji Scale? New offers and new conversion funnels are constantly being tweaked and tested Multiple CTA Funnels
  47. 47. @KlientBoost #ctaconf klientboost.com PPC Secret #4
  48. 48. Which Keyword is Performing Best? ? Keyword 1 Keyword 2 $5 $5 50% 25% $10 $20 POP QUIZ COST/CLICK CONV/RATE COST/CONV
  49. 49. Keyword 1 Keyword 2 $5 $5 50% 25% $10 $20 POP QUIZ COST/CLICK CONV/RATE COST/CONV Which Keyword is Performing Best? ?
  50. 50. Which Keyword is Performing Best? ? 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
  51. 51. Which Keyword is Performing Best? ? 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
  52. 52. vs Less Ad Spend, Same Sales
  53. 53. How do you track keyword level 
 or placement level sales? ?
  54. 54. 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} …
  55. 55. Use Hidden Fields
  56. 56. Where Are You On The Poop Emoji Scale? You’re getting conversions, but not which sure which keywords, placements, or audiences are responsible No Conversion Tracking
  57. 57. Where Are You On The Poop Emoji Scale? You know which keywords, placements, and audiences are getting conversions Conversion Tracking
  58. 58. Where Are You On The Poop Emoji Scale? You know which keywords, placements, and audiences are getting sales Sales Tracking
  59. 59. @KlientBoost #ctaconf klientboost.com PPC Secret #5 PPC METRICS F*** YOUR
  60. 60. CPC Relevance Score QS IS CTR Average Position CPM CPE CPV Interaction Rate PTR CPP
  61. 61. Where Are You On The Poop Emoji Scale? You’re worrying about CPCs, CTRs, Quality Scores, and Relevance Scores Bad Metrics
  62. 62. Where Are You On The Poop Emoji Scale? You’re focusing about conversion rates, conversion volume, and cost per conversion Better Metrics
  63. 63. Where Are You On The Poop Emoji Scale? You care about cost per sale and sales volume, and okay increasing cost per conversion Best Metrics
  64. 64. @KlientBoost #ctaconf klientboost.com A Little Present For You :)
  65. 65. Thank You!

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