growth testing to increase ppc roi

5 Insane Testing Hacks To

3X Your PPC ROI

In A Galaxy

Far Far Away…

Sean Ellis

Founder, GrowthHackers

Larry Kim

Founder, WordStream

Let’s Learn About You!

Launch Poll

Today’s Agenda

• Why Should You Test?

• Testing Best Practices

• PPC Testing Hacks You Can

Implement Today

• How to Prioritize Your Testing

Strategies

• Q&A

Why Should You Be Testing?

High Tempo Testing Drives Growth

•Test to discover ways to grow

•More testing = more discovery

•Rapid testing across all vectors*

*Dave McClure

Pirate Metrics Funnel

Acquisition

Referral

Activation

Revenue

Retention

Resurrection

@SeanEllis

Testing Best Practices

• Key lessons learned

• Details, hypothesis,

before/after screenshots

• Share with whole team

Keep Track Of Learning from Tests

@SeanEllis

High Tempo Testing Growth Process

Unbridled Ideation

Prioritize backlog

Launch Tests

Capture learning

@SeanEllis

Formalize Ideas in an Experiment Doc

ICE Score 1 - 10

I - Impact

C - Confidence

E - Ease

• Include research, hypothesis, target lever

Canvas.GrowthHackers.com

@SeanEllis

Use ICE to Prioritize Testing

@SeanEllis

Source Ideas

@SeanEllis

WordStream Experiment #1

Call-Only Campaigns

Experiment #1:Call Only Campaigns

The Idea: What if we force people to call our

website from ads instead of clicking through

to a website?

@LarryKim

Experiment #1:Call Only Campaigns

The Test:

1. Use Call-Only Campaigns In

AdWords instead of landing pages,

don’t even display the URL in your ad!

2. Use new ad formats and ditch the

landing pages on Facebook and Twitter.

Twitter’s Lead Generation Cards, for

example, display your offer and CTA to

users, with their contact information

already pre-populated on the form.

@LarryKim

Experiment #1:Call Only Campaigns

@LarryKim

Experiment #1:Call Only Campaigns

Hypothesis: Call-only can

help you dramatically

increase your call-in and

conversion rates.

@LarryKim

Experiment #1 Results

@LarryKim

Call Buttons are Game Changers

Desktop Search Conversion Funnel

Mobile Conversion Funnel

1. Sees Ad

2. Clicks on Ad

3. Vists Website Landing Page

4. Lead Captured

1. Sees Ad

2. Calls Business

3. Lead Captured

No Leaky Landing Page!

Golden Rule of Mobile: “Calls to businesses are worth +3x more than clicks to websites”

Brought to you by:

+Half Billion Use FB on Mobile Only

80% of Twitter Users are Mobile

Also Available on Social Media

@LarryKim

@LarryKim

New Facebook Social Direct Response Ad Formats

@LarryKim

WordStream’s Experiment #2

Customer Match

Experiment #2:Customer Match

Idea: What if we showed our PPC ads to our best

customers or people who we have emails for?

@LarryKim

The Evolution of Display Ad Targeting

5. Website Targeting

(e.g. Inc. Magazine or

Home & Garden

Weekly)

3. Interests & Market Segments

(e.g. Business Services, Photography)

4. Keyword

Targeting

(e.g. Articles

containing “Health

Insurance”)2. Remarketing

(e.g. People who

visited the “buy” page

of your website)

1. Identity

(e.g. Specific emails

or phone numbers)

Experiment #2:Customer Match Rates

The Test:

1. Upload a list of customers to

AdWords & Implement customer

match custom audiences.

2. Compare the match rate of the list

uploaded to AdWords with the

Facebook &Twitter match rate.

@LarryKim

Experiment #2:Customer Match Rates

1

2

@LarryKim

Experiment #2:Customer Match

Experiment #2:Customer Match

Based on my data, we

determined that, in this

experiment, AdWords

Customer Match had a match

rate of 50.4% – holy moly!

@LarryKim

Example Customer Match Campaign

@LarryKim

@LarryKim

List Based Ad Targeting vs. Generic Keyword Targeting

So Push HARD OFFERS (Sign-Ups,

Consultations, Downloads, etc.)

CTR!

Order Value!

3X2X

@LarryKim

Growth Hacker Happy Dance

3X

WordStream’s Experiment #3

Using Emoji’s In Ad Text

Emojis are Changing The Way

We Communicate Online

@LarryKim

There Are Hundreds of Cool Emojis!

@LarryKim

Experiment #3:Using Emoji’s In Ad Text

Idea: We recently discovered that AdWords is, in fact,

allowing emoji's in some ads. Our data scientist Mark

Irvine ran some tests using (willing) client accounts

and we have some early - and promising - results to

share.

@LarryKim

1. Test Emojis in ad text click-through rate

comparison. What better way to sneak

imagery into a text ad for a donuts shop

than with a donuts emoji?

2. Use Emojis in ad text

3. Try Emojis in ad text emoji list

Experiment #3:Using Emoji’s In Ad Text

@LarryKim

How? Create an ad as you would

normally, then copy and paste the emoji

you want into the ad creation text fields.

The easiest way is to just google “copy

and paste emoji” and go to a site like

this: http://getemoji.com/

Experiment #3:Using Emoji’s In Ad Text

@LarryKim

Experiment #3:

Using Emoji’s in Ad Text

Hypothesis: Using Emojis in Ad

text copy will increase CTR. This

will snowball to a higher Quality

Score, which means better ad

position and lower CPC, which

means even higher CTR!

@LarryKim

Experiment #3:Using Emoji’s In Ad Text

@LarryKim

Experiment #3a:Using Emoji’s In Social Media Ads

@LarryKim

Vs.

“Quality Adjusted Bid” in Twitter

HIGHER Relevance, Resonance, Recency

=

HIGHER Quality Adjusted Bid =

MORE Ad Impressions at Lower Cost

RESONANCE: Are consumers

engaging your Tweet? Do they

retweet, favorite, or reply?

RELEVANCE: Is your Tweet

related to things a user is

interested in?

RECENCY: Is your Tweet

fresh? Fresher Tweets get

higher priority.

Higher Engagement Rate = (Much) Lower Cost Per Engagement

Engagement Rate

Cost per engagement

$.005 $.02 $.03 $.08

68%

7%

21%

37%

$3.00

1%

1% Increase in

Post Engagement

5% Reduction in Cost

Per Engagement!

“Quality Adjusted Bid” in Twitter

=

Experiment #3a:Using Emoji’s In Social Media Ads

@LarryKim

Growth Hacking Happy Dance

@LarryKim

WordStream Experiment #4

Using Emotional Triggers for PPC

Experiment #4:Using Emotional Triggers

The Idea: Over the past month, my team

has tested ad copy that instilled five

emotions across various sectors and

industries – really running the gamut from

medical practices to plumbers to clothing

retailers. My findings have been quite

intriguing, and from the use of emotional

triggers we saw direct affects on click

through rates and thus, overall performance.

@LarryKim

The Test: Ad Creation Process:

1. Who is your customer?

2. What Persona do you want to take in relation to your target

market?

Experiment #4:Using Emotional Triggers

The Bearer of

Bad News

The

Hero/ VillainThe

Comedian

The Feel

Good Friend

@LarryKim

Helen Edwards

(@helen_edwards7)

3. Write Emotionally Charged Ad Copy From The Standpoint of the Chosen Persona

Experiment #4:Using Emotional Triggers

DISGUSTHAPPY SAD

ANGERSURPRISE FEAR

Experiment #4:Using Emotional Triggers

@LarryKim

Experiment #4:Using Emotional Triggers

@LarryKim

Using Emotional Triggers to Super-Charge PPC

More Information:

http://bit.ly/emotional-ppc

@LarryKim

Helen Edwards

(@helen_edwards7)

@LarryKim

Questions? We

Have The Answers

Q&A Session

Get Your Copy of Today’s Testable

Ideas…. Launch Poll

Tweet At Us!

@LarryKim

@SeanEllis