The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava
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Ever wonder why your new PPC campaigns aren't working as you had hoped? Could it be your targeting, your messaging, or your offer? The truth is, it comes to a combination of the temperature of your PPC traffic and whether or not your landing page offer matches that temperature. At KlientBoost, Johnathan Dane measures that as conversion intent, and with over 100 clients in different verticals, Johnathan had been able to test his way to a formula of PPC success that works for search, social, display, and video. Join this webinar and you'll learn the equations that will help you: Launch any PPC campaign and immediately get conversion success Understand the offer sequence that you can create for any industry Tie it all back to revenue generated so it becomes predictable
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The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava
- 1. The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava JOHNATHAN DANE, FOUNDER OF KLIENTBOOST
- 4. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Johnathan Dane is the founder of KlientBoost, a PPC agency that obsesses over beautifully designed landing pages and aggressive PPC testing. He’s an international speaker and a handsome Danish person just like Thue. JOHNATHAN DANE CEO/Founder, KlientBoost @JohnathanDane
- 5. WATCH WEBINAR RECORDING NOW
- 6. The PPC Thermometer Why You Should Care About Ice Cubes & Lava
- 7. 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
- 8. 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
- 9. All PPC Channels Will Work For You, If You Stop Using Brute Force
- 10. Continuously Unlock New PPC Potential Search Social Display Video
- 12. Ever Launched a PPC Campaign That Didn’t Work?
- 13. 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
- 14. The PPC Intent & Threat Scale Conversion Intent Conversion Threat
- 15. The PPC Intent & Threat Scale Conversion Intent Conversion Threat
- 16. The PPC Intent & Threat Scale
- 17. The PPC Intent & Threat Scale Display SearchVideo Social
- 18. 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
- 19. How It Works With Your Funnel Awareness = Display Opinion = Video Consideration = Social Preference = Search Purchase = $
- 20. So What Does This Mean? = =
- 22. Different Types of PPC Visitors, Need Different Types of Offers
- 23. They don’t know you and they’re not looking for what you offer. Cold Visitors
- 24. They’re interested in what you offer, but not sure if you’re their solution. Warm Visitors
- 25. They’re searching for your brand name and want to do business with you. Hot Visitors
- 31. When new PPC channels aren’t working, it’s because you’re not matching your call-to-action with their temperature. Testing New Offers…
- 32. 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?”
- 33. 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/
- 34. This Is Why Lowering The PPC Threat Is So Important - 89% conv/rate increase - 95% confidence level
- 35. You Can Add More Form Fields & More Steps To Increase Conversions Rates - 152% conv/rate increase - 99% confidence level
- 36. But Lower The PPC Threat First - 62% conv/rate increase - 95% confidence level
- 37. This Works For All Industries, Small and Big
- 39. All Keywords Have Different Conversion Rates Awareness Consideration Action “best coding languages” “learn to code” “learn ruby on rails”
- 40. But More Importantly, They Have Different Sales Rates, Too Awareness Consideration Action “best coding languages” “learn to code” “learn ruby on rails”
- 41. Remember The “Chuck Norris PPC Cycle”? ACTION! Interest “Learn To Code” Awareness “BestCodingLanguages” Consideration “LearnRubyOnRails”
- 42. Which Keyword is Performing Best? ? Keyword 1 Keyword 2 $5 $5 50% 25% $10 $20 POP QUIZ COST/CLICK CONV/RATE COST/CONV
- 43. Keyword 1 Keyword 2 $5 $5 50% 25% $10 $20 POP QUIZ COST/CLICK CONV/RATE COST/CONV Which Keyword is Performing Best? ?
- 44. 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
- 45. 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
- 46. Less Ad Spend, Same Sales VS
- 47. How do you track keyword level or placement level sales? ?
- 48. 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} …
- 51. Upgrade Your Prospects Along The Way
- 52. By 1-Upping Your Marketing Funnel + + +
- 53. Use Custom Google Analytics Retargeting…
- 55. The Higher Your Threat, The Colder Your Traffic, The More Nurturing Is Needed Value Value Thought Leadership Value Conversion
- 56. The Lower Your Threat, The Warmer Your Traffic, The Less Nurturing Is Needed Value Conversion
- 57. Remember This: The PPC Intent & Threat Scale Conversion Intent Conversion Threat
- 59. Types of Micro Conversions
- 60. Types of Micro Conversions Time On Site
- 61. Types of Micro Conversions Time On Site Scroll Depth
- 62. Types of Micro Conversions Time On Site Scroll Depth Form Field Completion
- 63. Types of Micro Conversions Time On Site Scroll Depth Form Field Completion Button ClickFREE TRIAL
- 64. Your Micro Conversion Path is Linear in Nature Time on Site
- 65. Scroll Depth
- 68. Conversion
- 69. Where are your visitors dropping off? ?
- 71. Add In Google Analytics Data
- 72. Use Hotjar To Track Fields
- 73. Each Network Will Have Its Own Micro Conversion Path
- 74. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
- 75. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? JOHNATHAN DANE CEO/Founder, KlientBoost @JohnathanDane johnathan@klientboost.com