Download - [Elite Camp 2016] Johnathan Dane - The PPC Thermometer - Why You Should Care About Ice Cubes & Lava
@KlientBoost #EliteCamp2016 KlientBoost.com
The PPC Thermometer Why You Should Care About Ice Cubes & Lava
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
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
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
Aw
aren
ess
Co
nsid
eration
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
How It Works With Your Funnel
Awareness = Display
Opinion = Video
Consideration = Social
Preference = Search
Purchase = $
When new PPC channels aren’t working, it’s because you’re not matching your call-to-action with their temperature.
Testing New Offers…
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?”
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/
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/
You Can Add More Form Fields & More StepsTo Increase Conversions Rates
- 152% conv/rate increase - 99% confidence level
All Keywords Have Different Conversion Rates
Awareness Consideration Action“best coding languages” “learn to code” “learn ruby on rails”
But More Importantly, They Have Different Sales Rates, Too
Awareness Consideration Action“best coding languages” “learn to code” “learn ruby on rails”
Remember The “Chuck Norris PPC Cycle”?
ACTION!
Interest “Learn To Code”
Aw
aren
ess
“Bes
t Cod
ing
Lang
uage
s”C
on
sideratio
n
“Learn Ruby O
n Rails”
Which Keyword is Performing Best?
?
Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
Which Keyword is Performing Best?
?
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
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
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} …
The Higher Your Threat, The Colder Your Traffic,
The More Nurturing Is Needed
Value Value ThoughtLeadership Value Conversion
Types of Micro Conversions
Time On Site
Scroll Depth
Form Field Completion
Button ClickF R E E T R I A L