the ppc traffic thermometer - why you should care about ice cubes & lava
TRANSCRIPT
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@KlientBoost #EliteCamp2016 KlientBoost.com
The PPC Thermometer Why You Should Care About Ice Cubes & Lava
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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
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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
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All PPC Channels Will Work For You, If You Stop Using Brute Force
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Continuously Unlock New PPC Potential
Search Social Display Video
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UNDERSTANDING PPCTHREAT LEVELS
@KlientBoost #EliteCamp2016 KlientBoost.com
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Ever Launched a PPC CampaignThat Didn’t Work?
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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
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The PPC Intent & Threat Scale
Conversion Intent
Conversion Threat
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The PPC Intent & Threat Scale
Conversion Intent
Conversion Threat
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The PPC Intent & Threat Scale
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The PPC Intent & Threat Scale
Display SearchVideo Social
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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
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How It Works With Your Funnel
Awareness = Display
Opinion = Video
Consideration = Social
Preference = Search
Purchase = $
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So What Does This Mean?
=
=
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@KlientBoost #EliteCamp2016 KlientBoost.com
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Different Types of PPC Visitors, Need Different Types of Offers
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They don’t know you and they’re not looking for what you offer.
Cold Visitors
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They’re interested in what you offer, but not sure if you’re their solution.
Warm Visitors
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They’re searching for your brand name and want to do business with you.
Hot Visitors
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When new PPC channels aren’t working, it’s because you’re not matching your call-to-action with their temperature.
Testing New Offers…
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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?”
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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/
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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/
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This Is Why Lowering The PPC Threat Is So Important
- 89% conv/rate increase - 95% confidence level
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You Can Add More Form Fields & More StepsTo Increase Conversions Rates
- 152% conv/rate increase - 99% confidence level
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But Lower The PPC Threat First
- 62% conv/rate increase - 95% confidence level
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This Works For All Industries, Small and Big
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MULTI INTENTKEYWORDS
@KlientBoost #EliteCamp2016 KlientBoost.com
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All Keywords Have Different Conversion Rates
Awareness Consideration Action“best coding languages” “learn to code” “learn ruby on rails”
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But More Importantly, They Have Different Sales Rates, Too
Awareness Consideration Action“best coding languages” “learn to code” “learn ruby on rails”
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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”
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Which Keyword is Performing Best?
?
Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
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Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
Which Keyword is Performing Best?
?
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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
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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
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Less Ad Spend, Same Sales
VS
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How do you track keyword level or placement level sales?
?
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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} …
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Use Hidden Fields
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POWERFUL BACKEND
PLUMBING
@KlientBoost #EliteCamp2016 KlientBoost.com
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Upgrade Your Prospects Along The Way
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By 1-Upping Your Marketing Funnel
+
+
+
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Use Custom Google Analytics Retargeting…
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And Lookalike Audiences…
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The Higher Your Threat, The Colder Your Traffic,
The More Nurturing Is Needed
Value Value ThoughtLeadership Value Conversion
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The Lower Your Threat, The Warmer Your Traffic,
The Less Nurturing Is Needed
Value Conversion
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Remember This:The PPC Intent & Threat Scale
Conversion Intent
Conversion Threat
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@KlientBoost #EliteCamp2016 KlientBoost.com
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Types of Micro Conversions
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Types of Micro Conversions
Time On Site
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Types of Micro Conversions
Time On Site
Scroll Depth
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Types of Micro Conversions
Time On Site
Scroll Depth
Form Field Completion
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Types of Micro Conversions
Time On Site
Scroll Depth
Form Field Completion
Button ClickF R E E T R I A L
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Your Micro Conversion Path is Linear in Nature
Time on Site
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Scroll Depth
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Form Field Completion
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Button Click
F R E E T R I A L
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Conversion
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Where are your visitors dropping off?
?
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Add In Google Analytics Data
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Use Hotjar To Track Fields
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Each Network Will Have Its Own Micro Conversion Path
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Thank You!
@KlientBoost #EliteCamp2016 KlientBoost.com