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

tmadsen@kissmetrics.com

Questions?

JOHNATHAN DANE CEO/Founder, KlientBoost

@JohnathanDane johnathan@klientboost.com