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March 4, 2015
CLOSED LOOP MARKETING FOR PPC:
MEASURING & OPTIMIZING BEYOND COST PER LEAD
Luke Alley
Director of PPC
@LukeAlley
searchmarketingexpo.com
@LukeAlley #SMX #22c
Businesses Don’t
Want Leads
Businesses Want
Quality Leads
QU
ALIT
Y L
EA
D G
EN
ER
AT
ION
searchmarketingexpo.com
@LukeAlley #SMX #22c
“Half the money I spend in advertising is
wasted;
the problem is I don’t know which half.”
–John Wanamaker
QU
ALIT
Y L
EA
D G
EN
ER
AT
ION
searchmarketingexpo.com
@LukeAlley #SMX #22c
“Half the money I spend in PPC is
wasted on low quality leads;
the problem is I don’t know which half.”
QU
ALIT
Y L
EA
D G
EN
ER
AT
ION
searchmarketingexpo.com
@LukeAlley #SMX #22c
WHAT IS CPX BIDDING:
Cost per X bidding
X = the status/quality of a lead beyond just a “lead”
Common CPX goals:
Cost per application sent
Cost per qualified lead
Cost per demo
Cost per enrolled student CO
ST
PE
R X
BID
DIN
G
searchmarketingexpo.com
@LukeAlley #SMX #22c
CPX Bidding Requires Closed Loop Marketing C
LO
SE
D L
OO
P M
AR
KE
TIN
G
VISITOR
CLOSED
LOOP MKTG
searchmarketingexpo.com
@LukeAlley #SMX #22c
WHAT CPX GOAL TO CHOOSE?
LEAD
Contacted & Qualified
Scheduled Demo
Sent Application
Received App
Revenue
LTV
Baby Named
After You
Qu
alit
y Im
pro
ve
s
Re
ce
ncy &
Da
ta P
oin
ts
CLO
SE
D L
OO
P M
AR
KE
TIN
G
searchmarketingexpo.com
@LukeAlley #SMX #22c
Is Lead Quality Important To Clients?
85% YES
10% IT DEPENDS
5% NO
CLO
SE
D L
OO
P M
AR
KE
TIN
G
searchmarketingexpo.com
@LukeAlley #SMX #22c
Do you feel like you have an adequate
solution for tracking and optimizing the
quality of leads?
30% YES
70% NO
CLO
SE
D L
OO
P M
AR
KE
TIN
G
searchmarketingexpo.com
@LukeAlley #SMX #22c
How Do You Track The Quality Of
Your Leads?
50%
25%
10%
10% 5%
Rely on Client Feedback
Other
Client CRM
BCC’d on Lead Emails
Excel/ Google Docs
CLO
SE
D L
OO
P M
AR
KE
TIN
G
searchmarketingexpo.com
@LukeAlley #SMX #22c
Relying on client
feedback is like
asking customers
where they found
you. Unreliable.
CLO
SE
D L
OO
P M
AR
KE
TIN
G
searchmarketingexpo.com
@LukeAlley #SMX #22c
MacGyvering Your PPC
Setup to Track CLM: The
Free Almost Free Way
SE
TT
ING
UP
CLM
searchmarketingexpo.com
@LukeAlley #SMX #22c
UR
L P
AR
AM
AT
ER
S (
QU
ER
Y S
TR
ING
S)
Destination URL - http://avalaunchmedia.com/services/slide-decks
URL Separator - ?
Element - campaign=Presentations
Element - adgroup=SMX_Presentation_Design
Element - keyword={keyword}
Element Separator - &
searchmarketingexpo.com
@LukeAlley #SMX #22c
UR
L P
AR
AM
AT
ER
S (
QU
ER
Y S
TR
ING
S)
http://avalaunchmedia.com/services/slide-
decks?campaign=Presentations&adgroup=SMX_Present
ations_Design&keyword={keyword}
searchmarketingexpo.com
@LukeAlley #SMX #22c
Who do you use for Call Tracking?
Other
CallRail
IfByPhone
Marchex/ VoiceStar
Mongoose
CallTracking Metrics
20%
15% 15%
15%
10%
10% 5% 5%
ResponseTap
WordStream
5%
Invoca
CA
PT
UR
E D
AT
A –
PH
ON
E C
ALLS
searchmarketingexpo.com
@LukeAlley #SMX #22c
http://avalaunchmedia.com?keyword={keyword}
CA
PT
UR
E D
AT
A –
PH
ON
E C
ALLS
searchmarketingexpo.com
@LukeAlley #SMX #22c
AU
TO
MA
ING
TH
E C
LM
PR
OC
ES
S
VISITOR
CLOSED
LOOP MKTG
searchmarketingexpo.com
@LukeAlley #SMX #22c
Case Study – Financial Industry E
XP
LO
SIV
E C
AS
E S
TU
DY
searchmarketingexpo.com
@LukeAlley #SMX #22c
Case Study – Financial Industry E
XP
LO
SIV
E C
AS
E S
TU
DY
searchmarketingexpo.com
@LukeAlley #SMX #22c
Case Study – Financial Industry E
XP
LO
SIV
E C
AS
E S
TU
DY
searchmarketingexpo.com
@LukeAlley #SMX #22c
Case Study – Financial Industry E
XP
LO
SIV
E C
AS
E S
TU
DY
searchmarketingexpo.com
@LukeAlley #SMX #22c
Lead Quality
Issues
=
Defused
NO
PA
PE
R C
LIP
NE
ED
ED