5 super smart strategies to drive leads with ppc and cro
Post on 16-Jul-2015
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#thinkppc
Presenters
• Tyler Cook– Digital Advertising Specialist at Formstack
– @Formstack
• Ally Sabrowsky– Production Specialist at Hanapin Marketing
– @absabrow
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
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Live Poll Question #2
How do you manage your account(s)?
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a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.
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Strategy #1 - Query
“Know Your Keywords Before Your
Campaign”
Determine Your Traffic Platform
◉Mobile
◉Desktop
◉Tablets
It’s important to think through how these unique platforms will affect ads, landing
pages, and ad extensions (call, location, etc.)
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Strategy #1 - Query
Intent of Query
Where is the searcher in the funnel?
◉Devices Used
◉Specifics of Query
◉Steps After Query
vs.
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Strategy #1 - Query
Leverage Keyword Filters
Narrow your audience:
◉Location (Country, State, City, Zip, etc.)
◉Language
◉Minimum Searches
◉Maximum CPC
Use Keyword Include and Exclude
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Strategy #1 - Query
Take Advantage of Research Tools
Keep more ears to the ground with the use of free and paid research tools.
◉SEMRush or SpyFu
◉Google “searches related to”
◉Bing “related searches”
◉Keywordtool.io
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Strategy #2
Audiences & Remarketing
● Interests & Demographics
● Facebook Visitors & Audiences
● Display Placements
● Remarketing Strategies
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Strategy #2 - Audiences & Remarketing
“Know Thy Audience”
Learn more about your audience
interests and demographics.
◉Alexa
◉Graph Search
◉SimilarWeb
◉WeFollow
◉BuzzSumo
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Understand Audience Structure in Facebook
Segment your Facebook audience.
◉Location
◉Gender
◉Age
◉Targeting method
Strategy #2 - Audiences & Remarketing
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Build Look-Alike Visitors
Uploading your ideal visitor:
◉Overestimate the size
◉Choose winners◉Select a narrow look-alive audience
Look-alike conversions:
◉Use Facebook conversions
◉Minimum size 100
Strategy #2 - Audiences & Remarketing
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Placements - Display
Managed Placements
◉Set up to target certain audience
Placement Exclusions
◉Useful to exclude irrelevant audiences
Strategy #2 - Audiences & Remarketing
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“Think of Retargeting as a Marathon”
Build Retargeting Lists in Adwords
◉Retargeting funnel
◉Exclusionary lists
Strategy #2 - Audiences & Remarketing
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Use Retargeting to your Advantage
◉Exclusions of Past Converters
◉Retarget to Abandoners
◉Use Time Frames to Guide Strategy
Strategy #2 - Audiences & Remarketing
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Leverage Facebook
Use tools like Adroll
◉Charged CPM pricing
◉Easy setup
Use Pixel Retargeting
◉Setup for each page
Use Custom Audiences
◉Uploading soft conversions
◉Taking audience to the next level
Strategy #2 - Audiences & Remarketing
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Strategy #3 - Ads
“Branch Out with Your Ad Testing”
Look at the Competition
Find similarities and stand out:
◉Ad extensions
◉Headline
◉Body copy
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Strategy #3 - Ads
Create Your Ads
Write a lot of ads.
Match your message.
Prequalify if/when possible.
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Strategy #3 - Ads
Use of Extensions
Sitelinks
Location Extensions
Callout Extensions
How are these useful after implementation?
Use of Ad Customizers
Sense of Urgency
Active Ads
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Strategy #3 - Ads
Select images that resonate with your audience.
◉Facebook groups
◉Instagram (http://websta.me/)
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Strategy #3 - Ads
Test Your Ads
Understanding Kaizen
Viewpoints (forest, trees,
branches, leaves)
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Strategy #3 - Ads
Test Your Ads
Make use of a testing cycle
● One change at a time
● Geographic considerations
● Consider Intent
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Strategy #4
Form Optimization
● Conversion Rates by Industry
● Social Forms
● Ways to Optimize
● Conversion Report!
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Strategy #4 - Form Optimization
Know your industry
benchmarks when
optimizing for form
conversions.
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Strategy #4 - Form Optimization
Create a social form.
● Social Autofill: Auto-completes your form with data
from the user’s social media accounts.
● Facebook Tab Embed: Integrate your form with
your company’s Facebook page to engage users
directly on social media.
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Strategy #4 - Form Optimization
Other form conversion tips:
● Test your submit buttons and calls to
action.
● Use Field Bottlenecks to identify the
questions that are making visitors leave.
● Hide irrelevant questions using conditional
form logic.
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Strategy #4 - Form Optimization
The 2015 Form
Conversion Report is
coming soon!
Check out #thinkppc
for a link to learn more.
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Strategy #5
Conversion Rate Optimization
● Congruence
● Testing
● Optimization Tools
● Strategies & Processes
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Strategy #5 - CRO
Ask the Right Questions
Does the landing page match the ad messaging?
◉Split test
Is the message long enough to sell the offer?
◉An Email is worth more now than ever!
◉Be convincing.
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Strategy #5 - CRO
Test the Landing Page
Use tools to test and assess your landing page before spending money on it.
◉PageCritiq
◉Social Media
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Strategy #5 - CRO
Landing Page Tools
Below are even more tools used to generate testing ideas and create those tests
◉CrazyEgg
◉UsabilityHub
◉Google Analytics
◉Optimizely
◉VWO
◉Cross-Browser Tool
UsabilityHub
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Strategy #5 - CRO
Strategies
◉Sense of Urgency
◉CTA & Content Consistency
◉Images Used
◉Use of Forms and Fields within those Forms
◉Design Principles to maintain brand cohesiveness
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Strategy #5 - CRO
Process of CRO
1. Intention of Change
a. One change at a time
2. Creating & Implementing Test
3. Reporting & Results
4. Permanent Implementation
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5 Super Smart Strategies
What’s Going To Drive Leads?
1. The Power of Queries
2. Ads & Ad Testing
3. Remarketing & Audiences
4. Form Optimizations
5. Conversion Rate Optimization (CRO)
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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Formstack Feedback: support@formstack.com
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