Leaky Funnel Forensics

Leaky Funnel Forensics

Robert BradyTrafficado.com

@robert_brady #convcon

About Me

• Managing PPC accounts since 2005• Google AdWords Certified Partner• Microsoft adExcellence Member• MarketingExperiments certified in LPO and

Online Testing• Director of PPC & Conversion at Trafficado

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CSI: Crime Scene Investigation

• 12 seasons• 2 spinoffs• 28 Emmy nominations• Typical episode

format– Discovery of crime– Initial evidence

collection– Evidence processing– Resolution of crime

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Discovery of Crime

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Discovery of Crime

• Something killed traffic

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Discovery of Crime

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• Something killed conversions

Discovery of Crime

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Evidence Collection

• Start at the crime scene– Is the landing page broken?

• Run a start-to-finish test conversion on a Chrome Incognito browser

• Call your own phone number• Is the CTA clear?• Are there multiple CTAs on the page?• Check page load time

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Evidence Collection

• Broaden your suspect list– Message match

• Keyword -> Ad Copy -> Landing Page

– Run clean searches on top keywords• Take screenshots

– Run reports on average position– Run placement reports– Run search query reports

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Evidence Processing

• Page Load Time– How long before

you lose someone?

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http://blog.kissmetrics.com/loading-time/

Evidence Processing

• Message Match– Keyword

– Ad Copy

– Landing Page

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Search Query - “tamper evident labels”

Ad in position #3 (top placement)

Evidence Processing

- No mention of UPS- “Free Shipping” in

header, but not clickable.

- Tons of competing CTAs

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Search Query - “property tags”

Ad in position #5 (right side, 2nd down)

Evidence Processing

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- “Call for a FREE sample” doesn’t stand out

- Phone number isn’t nearby

- Lots of competing CTAs

Search Query - “seo tools”

Ad in position #1 (top placement)

Evidence Processing

- “SEO tools” in ad copy & landing page title

- 30 Day Free Trial is prominently featured

- Single, focused CTA

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Evidence Processing

• Average position report– Are there new competitors?– Have current competitors changed their

bidding/position strategy?

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Evidence Processing

• SERPs– How is personalization affecting the SERP?– How is geography affecting the SERP?– How is time of day affecting the SERP?– Are you being pushed out by “other” stuff?

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Evidence Processing

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Paid results

Organic result

Maps results

Paid results

Maps results

Evidence Processing

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Paid results

Related searches

Organic result

Maps results

Paid results

Maps results

Evidence Processing

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Paid results

Organic results

Paid results

Organic results

News results

Evidence Processing

• Search Query Reports– Has the vernacular changed? Did your keywords

get associated with something unrelated? • “King James”

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Evidence Processing

• Placement Reports– Did your top placements change layouts?

• Redesign• Google “Top Heavy” update• Change of ownership

– Are they no longer on the network?• Managed placement campaigns

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Catch the Killer

• Design a Test– Isolate the suspected factor– Run a valid test– Let the data do the talking– Render a verdict

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Solve the Crime

• Conversion Killer – Programmers pushed update live on Friday; dropped analytics code

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Solve the Crime

• Conversion Killer – Automated bidding was turned off; old default CPC bids were too low

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Case Solved

Robert BradyEmail: [email protected]

Twitter: www.twitter.com/robert_brady LinkedIn:

www.linkedin.com/in/robertallenbradyBlog: www.RighteousMarketing.com

@robert_brady #convcon