The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava JOHNATHAN DANE, FOUNDER OF KLIENTBOOST
The PPC Traffic Thermometer
- Why You Should Care About Ice Cubes & Lava
JOHNATHAN DANE, FOUNDER OF KLIENTBOOST
@Kissmetrics
#Kisswebinar
@thuelmadsen
@KlientBoost
#Kisswebinar
@JohnathanDane
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics
marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Johnathan Dane is the founder of KlientBoost, a PPC agency that obsesses over beautifully designed landing pages and aggressive PPC testing. He’s an international speaker and a
handsome Danish person just like Thue.
JOHNATHAN DANE CEO/Founder, KlientBoost
@JohnathanDane
WATCH WEBINAR RECORDING NOW
The PPC ThermometerWhy 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
All PPC Channels Will Work For You,If You Stop Using Brute Force
Continuously Unlock New PPC Potential
Search Social Display Video
UNDERSTANDING PPCTHREAT LEVELS
Ever Launched a PPC CampaignThat Didn’t Work?
You Weren’t Obeying The “Chuck Norris PPC Cycle”
Video visitorsstart here Search visitors
could start here
Social visitorsstart here
Display visitorsstart here ACTION!
Interest
Awar
enes
sConsideration
The PPC Intent & Threat Scale
Conversion Intent
Conversion Threat
The PPC Intent & Threat Scale
Conversion Intent
Conversion Threat
The PPC Intent & Threat Scale
The PPC Intent & Threat Scale
Display SearchVideo Social
Your Offers Need To Match Your PPC Channel Temperature
CouponChecklist/Cheatsheet
ToolkitCalendarPodcast
Email CourseSwipe FileInfographicWhite Paper
Industry Stats
QuizCoupon
Video CourseLive Demo
TicketsGiveaway
eBookT-ShirtDemoTrial
Case StudyWebinar
ConsultationQuote
PurchaseDemoTrial
How It Works With Your Funnel
Awareness = Display
Opinion = Video
Consideration = Social
Preference = Search
Purchase = $
So What Does This Mean?
=
=
Different Types of PPC Visitors, Need Different Types of Offers
They don’t know you and they’re not looking for what you offer.
Cold Visitors
They’re interested in what you offer, but not sure if you’re their solution.
Warm Visitors
They’re searching for your brand name and want to do business with you.
Hot Visitors
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/
This Is Why Lowering The PPC Threat Is So Important
- 89% conv/rate increase- 95% confidence level
You Can Add More Form Fields & More Steps To Increase Conversions Rates
- 152% conv/rate increase- 99% confidence level
But Lower The PPC Threat First
- 62% conv/rate increase- 95% confidence level
This Works For All Industries,Small and Big
MULTI INTENTKEYWORDS
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”
Awar
enes
s“B
est C
odin
g La
ngua
ges”
Consideration“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
Less Ad Spend, Same Sales
VS
How do you track keyword level or placement level sales?
?
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} …
Use Hidden Fields
POWERFUL BACKENDPLUMBING
Upgrade Your Prospects Along The Way
By 1-Upping Your Marketing Funnel
+++
Use Custom Google Analytics Retargeting…
And Lookalike Audiences…
The Higher Your Threat,The Colder Your Traffic,
The More Nurturing Is Needed
Value Value ThoughtLeadership Value Conversion
The Lower Your Threat,The Warmer Your Traffic,
The Less Nurturing Is Needed
Value Conversion
Remember This:The PPC Intent & Threat Scale
Conversion Intent
Conversion Threat
Types of Micro Conversions
Types of Micro Conversions
Time On Site
Types of Micro Conversions
Time On Site
Scroll Depth
Types of Micro Conversions
Time On Site
Scroll Depth
Form Field Completion
Types of Micro Conversions
Time On Site
Scroll Depth
Form Field Completion
Button ClickF R E E T R I A L
Your Micro Conversion Path is Linear in Nature
Time on Site
Scroll Depth
Form Field Completion
Button Click
F R E E T R I A L
Conversion
Where are your visitors dropping off?
?
Add In Google Analytics Data
Use Hotjar To Track Fields
Each Network Will Have Its Own Micro Conversion Path
LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?
JOHNATHAN DANE CEO/Founder, KlientBoost
@JohnathanDane [email protected]