Get real answers for building PPC funnels that grow your business. See how Google Analytics and AdWords share conversion data, learn to build the right PPC messaging and strategy, and find the best content for micro-conversions that actually lead to macro-conversions.

1. Taking the Guesswork Out
of PPC Funnels
Webinar

2. Amy Hebdon
Director of Paid Search
@amyppc
Taking the Guesswork Out of PPC Funnels
Webinar
Jesse Teske
Marketing Analyst
@jesseteske

3. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Customer Journey
Taking the Guesswork Out of PPC Funnels
3
PPC is great because it’s so trackable and actionable,
but there are still problems that can happen.
• Your sales team says your PPC leads aren’t
ready to buy.
• Your VP wants to know why conversion counts
don’t match in Analytics and AdWords.
• You’re not quite sure how goals are being
tracked.

4. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Customer Journey
Taking the Guesswork Out of PPC Funnels
4
• Studies show that 83% of new leads are NOT
actually sales-ready. (Pardot)
• 65% of B2B buyers only engage with a vendor
sales rep after they’ve already made a purchase
decision.
(IDC study commissioned by Salesforce)
• Companies that excel at lead nurturing generated
50% more sales-ready leads at 33% lower cost.
(Forrester Research)

5. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Customer Journey
What’s In It for You?
5
• Pull back the curtain to see how Google Analytics and
AdWords share conversion data (and learn to identify
different conversion counts and attribution models).
• Learn to build the right PPC messaging and strategy
for each entry point of the customer journey.
• Find the best content for micro-conversions that
actually lead to macro-conversions, and how to
augment your strategy with CRM and marketing
automation platforms.

6. Conversion Tracking Primer

7. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 7
A conversion happens when
someone clicks your ad and
then takes an action that
you’ve defined as valuable to
your business

8. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Conversions for Business Goals
The Many Types of Conversions
8
MacroMicro
Apply $200Open HouseWebinarBlog Post

9. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Micro vs. Macro Conversions
It’s a Spectrum
9
Macro
High Value
More Difficult
Low Volume
Low Value
Easier
High Volume
Micro

10. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Your macro conversion is the
most important action
someone can take on your site.
10

11. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
What’s the Point?
Not All Goals Are
Created Equal
11

12. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Understanding and Auditing Goals
12
Transparency and alignment - Everyone should agree on
what a conversion is. No surprises!
Proper treatment of goals - Macro goals may need
higher conversion values and take longer to convert.
Set expectations - Sales team should not be following
up on most micro conversions.

13. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Conversion Tracking Audit
Making sense of goals & conversions
13
Conversion Tracking Audit
Check your email after the webinar for free download of the audit

14. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Conversion Tracking Audit
Making sense of goals & conversions
14
[ image of audit ]
Lifelines
Goals
$$$ $ConversionActions
GoalDescriptions
Webpages
Evaluation
I
ConversionTrackingAudit

15. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Know Your Lifelines
Save Time and Effort
15
Emergency Contacts
AdWords Account - CID & URL
Google Analytics - UA & URL
Lifelines

16. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Conversion Tracking
Identify what’s happening
16
ConversionTrackingAudit
Find the dataFind the data Evaluate performanceEvaluate performance
Conversion Name Conversion Actions Micro / Macro Assign
Source Conversion Actions Value Click or Calculate
Conv Window Conversion Actions Funnel Assign
Pages Webpages Concerns? Assign
Goal Description GA or Description Observations Assign

17. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Conversion Data
It’s Time for a Treasure Hunt!
17
[ image of audit ]
ConversionActions
GoalDescriptions
Webpages
Evaluation
AdWords Tools Internal AssessmentGoogle Analytics

18. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
AdWords Conversion Data
Where to Find It
18

19. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Conversion Data
What’s here & what’s not
19
Conversion name
Source
Conversion window
Other attributes

20. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Hunting for data: Webpages
AdWords > Tools > Conversions >Webpages
20
Webpages where a conversion occurred

21. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Hunting for data: Goal Details
Getting Goal Details from Google Analytics
21
What is the
conversion mechanism?

22. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Hunting for Data: Goal Details
Choose the Goal You Want Details for
22

23. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Hunting for Data: Goal Details
Click Edit in “Goal Details”
23

24. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Hunting for Data: Goal Details
Event Goal Setup
24

25. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Landing Page Goal Setup
25
Hunting for data: Goal Details

26. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Internal Goals
What are the most important conversions?
26
Goals
Ul#mate Website Goal(s)
Macro Goals
Micro Goals
Find the dataFind the data
Conversion Name Conversion Actions
Source Conversion Actions
Conv Window Conversion Actions
Pages Webpages
Goal Description GA or Description

27. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Evaluation
What’s the health of our conversions?
27
Evaluate performanceEvaluate performance
Micro / Macro Assign (based on your process)
Value Click or Calculate (prone to error)
Funnel Assign (instructions to come)
Concerns? Assign (Yes / No)
Observations Assign (are changes needed?)
• Know our lifelines and resources
• We know every conversion and how it’s tracked
• We know which goals are most important

28. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Goal Assignment
What’s the Value of Each Conversion?
28
Apply $200Blog Post Webinar
Macro
$2,500
Macro
$100
Micro
$20
N/A
Not a PPC goal
Open House

29. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Conversion Tracking Audit
Making sense of goals & conversions
29
Conversion Tracking Audit
Check your email after the webinar for free download of the audit

30. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 30
A conversion happens when
someone clicks your ad and
then takes an action that
you’ve defined as valuable to
your business

31. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Triggering Conversions
Multiple touch points
31
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32. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Attribution Modeling
32
Attribution modeling is like drinking. If you had three beers
and a mojito...which one got you drunk? - Balázs Gandera

33. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Attribution Modeling
Attempting to Give Credit Where Credit is Due
33

34. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Google Analytics vs. AdWords
...Et Tu, Google?
34
Find this chart at https://support.google.com/analytics/answer/2679221?hl=en

35. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Conversion Review
Benefits of Auditing Conversions
35
• To understand what’s tracking, you’ll need to roll up your
sleeves and dig into the data.
• Conversions can mean anything. You need to
assign value based on account objectives.
• A conversion tracking audit will uncover key information
to build your funnels and make sure they’re working.
• Different attribution models will lead to different conversion counts.
• Auditing your conversions will help inform your funnels.

36. Conversion Funnels

37. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 37
Customer Journey
Traditional Funnel Looks Like...

38. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Customer Journey
Today’s Funnel Looks Like...
38
DECISIONEVALUATIONINTERESTAWARENESS
WebinarPodcast Demo
White Paper Nurture Stream Web Content Wiki
VideoWeb Content Free Trial Support Center
Contests Call Extension Comparison Guide Social
Checklist Mail
Email
Blog Posts
RETENTION
Consultation
Web Content
Quote
Call-center
Purchase

39. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Non-Branded Paid Search
It Touches Every Stage of the Customer Journey
39
• Non-Branded Paid Search has heaviest impact
on Awareness - Evaluation stages.
• Non-Branded solely in Decision stage often
leads to lower conversion rates.
• If your purchase cycle is long, don’t expect to
seal the deal on the first interaction.
• Use the Google tool to identify high-impact
stages. Start building out your strategy to
address the entire customer journey.
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/

40. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Branded Paid Search
Capitalize on Your Marketing Efforts
40
• Important role in the customer journey.
• More often in the later stages of the customer
journey.
• Vital role in early stages if you have other
marketing campaigns running.
• Don’t miss out on capturing the sale for all the
previous marketing you’ve done.
• Especially important if your brand has Adwords
competition.

41. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Right Content - Right Time
Align Content and Delivery to Customer Journey
41
Awareness Interest Evaluation Decision
https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/

42. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Identifying Needs
Serving the Right Content at the Right Time
42
INTEREST
Webinar
Nurture Stream
Video
Call Extension
Checklist
Interest EVALUATION
Demo
Web Content
Free Trial
Comparison
Guide
Mail
EvaluationAWARENESS
Podcast
White Paper
Web Content
Contests
Blog Posts
Awareness
Wiki
Support Center
Social
Email
RETENTIONRetentionDECISIONDecision
Consultation
Quote
Call-center
Purchase

43. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Customer Journey
Needs Evolve
43
= Issue / Opportunity
= Solution
= Comparison / Reviews
= Branded Solution
= Branded Help/Support

44. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Customer Journey
Needs Evolve
44
= Why do my feet hurt?
= Shoes for plantar fasciitis
= Best shoes for plantar fasciitis
= Brandname + product
= Newsletter

45. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Sales Team Feedback
• Interviews
• Feedback
• Questionnaires
Customer Journey
45
How to Identify Topics Per Stage
Keyword Research
• Google
• SEMrush
• Internal Searches
• Wordstream
• Wikipedia
• Adwords
Qualitative Data
• Focus Groups
• User Testing
Competitor Research
• Google
• Review of Site
• SpyFu
• SEMrush
• Moz
Survey Data
• Google Forms
• Google Surveys
• SurveyMonkey
• Typeforms
• SurveyGizmo

46. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Customer Journey
46
Common Topic Modifiers for Each Stage
Awareness Interest Evaluation Decision Retention
how to {product|service} for best buy login
ideas guide compare near me help
why discounts closest support
what cheap find account
online vs get
near me comparison purchase
where free locate
top store
legit sell
scam in {location}
alternative online
cost sale
price clearance
rate lowest
pricing coupons
deals discount
affordable
quote

47. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Interest
Evaluation
Awareness
Decision
Content for the Customer Journey
47
White Paper
High Intent
Low Intent
Low
Involvement
High
Involvement
High
Quality
Lead
H
igh
Conversion
Rate
Low
Conversion
Rate Low
Quality
Lead
E book
Webinar
Free Consult
Blog Posts
Quote
Video
Demo
Social
Comparison
Guide
Free Trial
Web Content

48. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 48
Create Content to Match Intent and Desire
Awareness Interest Evaluation Decision Retention
Consultations Organic | PPC | Social Organic | PPC | Social
Games Organic | PPC | Social Organic | Social
Ebooks Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social
Infographics Organic | Social Organic | Social
Look Books Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social
Tools Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social
Blog Posts Organic | Social Organic | Social Organic | Social
Webinars Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social
Podcasts Organic | Social Organic | Social Organic | Social
Content for the Customer Journey
Not Ideal
for PPC
Micro
Conversion
Macro
Conversion
50+ Content Types for the Customer Journey
Check your email after the webinar to download your free Content Matrix

49. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Customer Journey
How to Find Topics by Stage
49
• Keyword Research
• Internal Search Data
• Survey Data
• Qualitative Data
• Competitor Research
• Input from Sales Team
Framework
for Measurement

50. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Customer Journey
50

51. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Customer Journey
51
Digital Measurement Framework - Where to Begin
1.Grab your PPC Conversion tracking audit. You’ve already identified goals that you’re tracking
and where they align in the customer journey. If not, do so now.
2.Are all your conversions macro goals? Are you asking to much commitment up front? Identify
which stages you need to address and what content and resources you have for those.
3.Align your content and goals to the customer journey. Early stages of DMF should contain
micro goals. Use each stage as a complement to one another and to measure your marketing
effectiveness.
4.Build awareness early to re-market and nurture leads. Continue to use Paid Search to touch
leads wherever and whenever they’re ready to purchase.
For more info on Goal Setting for Digital Measurement Framework:
http://www.slideshare.net/blastam/goal-setting-for-digital-measurement-success
http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

52. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 52
Customer Journey
Conversion Funnel Review
• Paid Search can be used in any stage of the Customer
Journey.
• Audit what resources you have for each stage.
• Macro goal content, while high value, has low conversion.
You need micro-goal content to interact with customers in
early stages.
• Develop content to reach customers where and when they
are ready.
• Once in your funnel, continue to touch base and educate
through marketing automation.

53. Post-Conversion Marketing

54. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
AwarenessLeadPostWeb-Conversion
Post-Conversion Marketing
A Lot Happens After Web Conversion
54
http://www.hubspot.com/free-marketing-resources
Visit Hubspot
For free marketing resources
Many interactions take place behind the
scenes that can’t be counted in Google
Analytics and AdWords.
These interactions are vital to a successful
sale and dictate what can be deemed a
good or bad lead.
CustomerJourney

55. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 55
What Keeps People Moving
Through the Funnel?

56. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Lower Desire:
Web content, email opens,
whitepapers, etc
Mid Desire:
Webinars, free trials,
demos, guides, etc
High Desire:
Quotes, tours,
consultations, etc
Post-Conversion Marketing
Focus on Strategy: Scoring
56
Develop a lead scoring methodology that aligns with the customer
journey and alerts the sales team when leads are “sales-ready.”
Download Marketo’s
Definitive Guide to Lead Scoring
www.marketo.com/definitive-guides/lead-scoring/

57. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Post-Conversion Marketing
Focus on Strategy: Lead Nurturing
57
Build a strategy to send the
right content, to the right
segment, at the right time.
EXAMPLE NURTURE Segment
AwarenessAwareness
Content #1 Day 1
Content #2 Day 7
Content #3 Day 14
Content #4 Day 21
InterestInterest
Content #5 Day 28
Content #6 Day 35
Content #7 Day 42
Content #8 Day 49
More than a quarter of marketers (26%) get
10% to 20% better response from lead nurture
campaigns versus standard campaigns, and
another quarter get 20% to 30% better
responses to lead nurture campaigns compared
to non-nurtures. (Demand Gen Report, 2015)
Download Pardot’s
Complete Guide to Lead Nurturing
www.pardot.com/whitepapers/complete-guide-lead-nurturing/

58. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Marketing Automation
Resources to Get You Started
58
Download Pardot’s
Complete Guide to Lead Nurturing
www.pardot.com/whitepapers/complete-guide-lead-nurturing/
Download Marketo’s
Definitive Guide to Lead Scoring
www.marketo.com/definitive-guides/lead-scoring/

59. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Marketing vs. Sales
Age Old Challenge 59
Summary slide

60. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
I drove bad
quality leads?

61. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Bad Quality Leads
General Questions to Ask
61
• Why were the leads bad? Can you explain
in more detail? Incorrect info? Not ready to
talk? Uneducated about the product?
• Did the lead go directly from conversion to
phone call?
• How long is your sales cycle?
• If this was their first touch point with your
company, is it fair to expect a prospect to
be “good” if the sales cycle is six months?
Tip
Sales, automation, and paid teams
should collaborate closely to ensure
quality leads are entering funnel and
properly nurtured.
If the lead lifecycle is long, poor quality
leads could go unnoticed for too long,
causing your sales funnel to dry up.

62. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 62
• Were the leads MQLs?
• Do you have lead scoring in place?
• What does your lead nurturing program look like?
• What is the Prospect to MQL to SQL rate?
Tip
A successful marketing automation
platform has a documented strategy for
success.
Testing and refinement are a continual
process for maximizing ROI.
Bad Quality Leads
Marketing Automation Questions to Ask

63. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 63
• How many qualified leads came from other
sources?
• How does this compare across channels?
• What campaigns drove the “bad leads?”
Tip
When all systems are working together
during the customer journey, you can
monitor performance across channel,
campaign, and messaging to attract,
convert, and retain prospects.
Bad Quality Leads
Source and Campaign Questions to Ask

64. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Post-Conversion Review
Summary
64
CustomerJourney
LeadPostWeb-ConversionAwareness
• Nurture leads until they’re ready to purchase.
• Marketing automation systems help send relevant and
contextual information at the right time.
• Use a data-driven approach to help answer questions
around “bad quality leads.” Compare to other sources
and campaigns.
• Don’t expect marriage on first date. Continue to
develop relationship and send to sales team with
prospect is ready.

65. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels
Overall Review
Takeaways
65
• Use conversion tracking audit to build your funnels and ensure they’re working.
• Conversions can mean anything. Assign value based on account objectives.
• Different attribution models will lead to different conversion counts.
• Paid Search can be used in any stage of the customer journey.
• Develop content that matches the user’s desire and intent for each stage of the customer journey.
• Don’t expect marriage on first date. Continue to develop relationship after the micro conversion. Send
relevant and contextual info at the right time.
• A data-driven approach helps answer questions around “bad quality leads.”

66. Amy Hebdon
@amyppc
Thank You!
Questions?
Jesse Teske
@jesseteske
Blast Analytics & Marketing

67. Phone (888) 252-7866 Email sales@blastam.comWeb www.blastam.com
Rocklin Office
6020 West Oaks Blvd., Ste. 260
Rocklin, CA 95765
San Francisco Office
625 Second Street, Suite 280
San Francisco, CA 94107
New York Office
261 Madison Ave, 9th Floor
New York, NY 10016
Seattle Office
500 Yale Avenue North
Seattle, WA 98109
Los Angeles Office
7083 Hollywood Boulevard
Los Angeles, CA 90028