The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava
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The document discusses matching digital marketing offers and calls-to-action to the intent and temperature of pay-per-click (PPC) traffic. Cold traffic from display networks requires more nurturing with educational content, while warm traffic from search is ready for calls to action. Tracking micro-conversions like time on site and form completions helps optimize the marketing funnel. Upgrading prospects with thought leadership and retargeting can improve conversion rates across networks.
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The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava
- 1. @KlientBoost #EliteCamp2016 KlientBoost.com The PPC Thermometer Why You Should Care About Ice Cubes & Lava
- 2. 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
- 3. 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
- 4. All PPC Channels Will Work For You, If You Stop Using Brute Force
- 5. Continuously Unlock New PPC Potential Search Social Display Video
- 6. UNDERSTANDING PPC THREAT LEVELS @KlientBoost #EliteCamp2016 KlientBoost.com
- 7. Ever Launched a PPC Campaign That Didn’t Work?
- 8. 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 Awareness Consideration
- 9. The PPC Intent & Threat Scale Conversion Intent Conversion Threat
- 10. The PPC Intent & Threat Scale Conversion Intent Conversion Threat
- 11. The PPC Intent & Threat Scale
- 12. The PPC Intent & Threat Scale Display SearchVideo Social
- 13. 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
- 14. How It Works With Your Funnel Awareness = Display Opinion = Video Consideration = Social Preference = Search Purchase = $
- 15. So What Does This Mean? = =
- 17. Different Types of PPC Visitors, Need Different Types of Offers
- 18. They don’t know you and they’re not looking for what you offer. Cold Visitors
- 19. They’re interested in what you offer, but not sure if you’re their solution. Warm Visitors
- 20. They’re searching for your brand name and want to do business with you. Hot Visitors
- 26. When new PPC channels aren’t working, it’s because you’re not matching your call-to-action with their temperature. Testing New Offers…
- 27. 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?”
- 28. 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/
- 29. 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/
- 30. This Is Why Lowering The PPC Threat Is So Important - 89% conv/rate increase - 95% confidence level
- 31. You Can Add More Form Fields & More Steps To Increase Conversions Rates - 152% conv/rate increase - 99% confidence level
- 32. But Lower The PPC Threat First - 62% conv/rate increase - 95% confidence level
- 33. This Works For All Industries, Small and Big
- 34. MULTI INTENT KEYWORDS @KlientBoost #EliteCamp2016 KlientBoost.com
- 35. All Keywords Have Different Conversion Rates Awareness Consideration Action “best coding languages” “learn to code” “learn ruby on rails”
- 36. But More Importantly, They Have Different Sales Rates, Too Awareness Consideration Action “best coding languages” “learn to code” “learn ruby on rails”
- 37. Remember The “Chuck Norris PPC Cycle”? ACTION! Interest “Learn To Code” Awareness “BestCodingLanguages” Consideration “LearnRubyOnRails”
- 38. Which Keyword is Performing Best? ? Keyword 1 Keyword 2 $5 $5 50% 25% $10 $20 POP QUIZ COST/CLICK CONV/RATE COST/CONV
- 39. Keyword 1 Keyword 2 $5 $5 50% 25% $10 $20 POP QUIZ COST/CLICK CONV/RATE COST/CONV Which Keyword is Performing Best? ?
- 40. 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
- 41. 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
- 42. Less Ad Spend, Same Sales VS
- 43. How do you track keyword level or placement level sales? ?
- 44. 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} …
- 46. POWERFUL BACKEND PLUMBING @KlientBoost #EliteCamp2016 KlientBoost.com
- 47. Upgrade Your Prospects Along The Way
- 48. By 1-Upping Your Marketing Funnel + + +
- 49. Use Custom Google Analytics Retargeting…
- 51. The Higher Your Threat, The Colder Your Traffic, The More Nurturing Is Needed Value Value Thought Leadership Value Conversion
- 52. The Lower Your Threat, The Warmer Your Traffic, The Less Nurturing Is Needed Value Conversion
- 53. Remember This: The PPC Intent & Threat Scale Conversion Intent Conversion Threat
- 55. Types of Micro Conversions
- 56. Types of Micro Conversions Time On Site
- 57. Types of Micro Conversions Time On Site Scroll Depth
- 58. Types of Micro Conversions Time On Site Scroll Depth Form Field Completion
- 59. Types of Micro Conversions Time On Site Scroll Depth Form Field Completion Button ClickFREE TRIAL
- 60. Your Micro Conversion Path is Linear in Nature Time on Site
- 61. Scroll Depth
- 64. Conversion
- 65. Where are your visitors dropping off? ?
- 67. Add In Google Analytics Data
- 68. Use Hotjar To Track Fields
- 69. Each Network Will Have Its Own Micro Conversion Path
- 70. Thank You! @KlientBoost #EliteCamp2016 KlientBoost.com