taking the guesswork out of ppc funnels

Taking the Guesswork Out of PPC Funnels

Webinar

Amy HebdonDirector of Paid Search

@amyppc

Taking the Guesswork Out of PPC Funnels

Webinar

Jesse TeskeMarketing Analyst

@jesseteske

@jesseteske@amyppcTaking the Guesswork Out of PPC Funnels

Customer JourneyTaking the Guesswork Out of PPC Funnels

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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.


Customer JourneyTaking the Guesswork Out of PPC Funnels

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• 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)


Customer JourneyWhat’s In It for You?

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• 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.

Conversion Tracking Primer

@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


Conversions for Business GoalsThe Many Types of Conversions

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MacroMicro

Apply $200Open HouseWebinarBlog Post


Micro vs. Macro ConversionsIt’s a Spectrum

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Macro

High ValueMore DifficultLow Volume

Low ValueEasier

High Volume

Micro


Your macro conversion is the most important action someone can take on your site.

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What’s the Point?Not All Goals Are

Created Equal

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Understanding and Auditing Goals

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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.


Conversion Tracking AuditMaking sense of goals & conversions

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Conversion Tracking AuditCheck your email after the webinar for free download of the audit

https://www.marketo.com/definitive-guides/lead-scoring/






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[ image of audit ]

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Know Your LifelinesSave Time and Effort

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Emergency Contacts

AdWords Account - CID & URL

Google Analytics - UA & URLLife

lines


Conversion TrackingIdentify what’s happening

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Con

vers

ion

Trac

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Aud

itFind the dataFind the data Evaluate performance Evaluate 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


Conversion DataIt’s Time for a Treasure Hunt!

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[ image of audit ]

Con

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Act

ions

Goa

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AdWords Tools Internal AssessmentGoogle Analytics


AdWords Conversion DataWhere to Find It

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Conversion DataWhat’s here & what’s not

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Conversion nameSourceConversion windowOther attributes


Hunting for data: WebpagesAdWords > Tools > Conversions >Webpages

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Webpages where a conversion occurred


Hunting for data: Goal DetailsGetting Goal Details from Google Analytics

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What is the conversion mechanism?


Hunting for Data: Goal DetailsChoose the Goal You Want Details for

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Hunting for Data: Goal DetailsClick Edit in “Goal Details”

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Hunting for Data: Goal DetailsEvent Goal Setup

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Landing Page Goal Setup

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Hunting for data: Goal Details


Internal GoalsWhat are the most important conversions?

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Goa

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Ul#mateWebsiteGoal(s)MacroGoalsMicroGoals

Find the dataFind the dataConversion Name Conversion Actions

Source Conversion Actions

Conv Window Conversion Actions

Pages Webpages

Goal Description GA or Description


EvaluationWhat’s the health of our conversions?

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Evaluate performance Evaluate 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


Goal AssignmentWhat’s the Value of Each Conversion?

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Apply $200Blog Post Webinar

Mac

ro $2,500

Mac

ro $100

Mic

ro $20

N/A Not a PPC goal

Open House



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Conversion Tracking AuditCheck your email after the webinar for free download of the audit






A conversion happens when someone clicks your ad and then takes an action that you’ve defined as valuable to your business


Triggering ConversionsMultiple touch points

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Attribution Modeling

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Attribution modeling is like drinking. If you had three beers and a mojito...which one got you drunk? - Balázs Gandera


Attribution ModelingAttempting to Give Credit Where Credit is Due

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Google Analytics vs. AdWords...Et Tu, Google?

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Find this chart at https://support.google.com/analytics/answer/2679221?hl=en

https://support.google.com/analytics/answer/2679221?hl=en

https://support.google.com/analytics/answer/2679221?hl=en


Conversion ReviewBenefits of Auditing Conversions

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• 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.

Conversion Funnels


Customer JourneyTraditional Funnel Looks Like...


Customer JourneyToday’s Funnel Looks Like...

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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


Non-Branded Paid SearchIt Touches Every Stage of the Customer Journey

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• 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#!/

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-us/arts-and-entertainment/large/generic-paid-search



Branded Paid SearchCapitalize on Your Marketing Efforts

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• 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.


Right Content - Right TimeAlign Content and Delivery to Customer Journey

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Awareness Interest Evaluation Decision

https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/




Identifying NeedsServing the Right Content at the Right Time

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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


Customer JourneyNeeds Evolve

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= Issue / Opportunity

= Solution

= Comparison / Reviews

= Branded Solution

= Branded Help/Support


Customer JourneyNeeds Evolve

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= Why do my feet hurt?

= Shoes for plantar fasciitis

= Best shoes for plantar fasciitis

= Brandname + product

= Newsletter


Sales Team Feedback

• Interviews• Feedback• Questionnaires

Customer Journey

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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


Customer Journey

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Common Topic Modifiers for Each StageAwareness 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


Interest

Evaluation

Awareness

Decision

Content for the Customer Journey

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White Paper

High Intent

Low Intent

Low Involvement

High Involvement

High Quality

Lead

High

Conversion

Rate

Low Conversion Rate Lo

w Quality

Lead

E book

Webinar

Free Consult

Blog Posts

Quote

Video

Demo

Social

Comparison Guide

Free Trial

Web Content


Customer JourneyHow to Find Topics by Stage

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• Keyword Research• Internal Search Data• Survey Data• Qualitative Data• Competitor Research• Input from Sales Team

Framework

for Measurement


Customer Journey

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Customer Journey

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Digital Measurement Framework - Where to Begin1.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/

http://www.slideshare.net/blastam/goal-setting-for-digital-measurement-success





Customer JourneyConversion 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.

Post-Conversion Marketing


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Post-Conversion MarketingA Lot Happens After Web Conversion

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http://www.hubspot.com/free-marketing-resources

Visit HubspotFor 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.

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What Keeps People Moving Through the Funnel?


Lower Desire:Web content, email opens, whitepapers, etc

Mid Desire:Webinars, free trials, demos, guides, etc

High Desire:Quotes, tours, consultations, etc

Post-Conversion MarketingFocus on Strategy: Scoring

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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/








Post-Conversion MarketingFocus on Strategy: Lead Nurturing

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Build a strategy to send the right content, to the right segment, at the right time.

EXAMPLE NURTURE Segment

Awareness Awareness

Content #1 Day 1

Content #2 Day 7

Content #3 Day 14

Content #4 Day 21

Interest Interest

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/





http://www.pardot.com/whitepapers/complete-guide-lead-nurturing/



Marketing AutomationResources to Get You Started

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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/














Marketing vs. Sales

Age Old Challenge 59

Summary slide


I drove bad quality leads?


Bad Quality LeadsGeneral Questions to Ask

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• 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?

TipSales, 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.




• 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 LeadsMarketing Automation Questions to Ask




• 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 LeadsSource and Campaign Questions to Ask




Post-Conversion ReviewSummary

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• 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.


Overall ReviewTakeaways

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• 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.”

Amy Hebdon

@amyppc

Thank You!

Questions?

Jesse Teske

@jesseteske

Blast Analytics & Marketing

Phone (888) 252-7866 Email [email protected] www.blastam.com

Rocklin Office6020 West Oaks Blvd., Ste. 260

Rocklin, CA 95765

San Francisco Office625 Second Street, Suite 280

San Francisco, CA 94107

New York Office261 Madison Ave, 9th Floor

New York, NY 10016

Seattle Office500 Yale Avenue North

Seattle, WA 98109

Los Angeles Office7083 Hollywood Boulevard

Los Angeles, CA 90028

http://BlastAM.com

http://BlastAM.com

mailto:[email protected]

mailto:[email protected]