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


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

(whodunnit)@robert_brady #convcon

Discovery of Crime


Discovery of Crime

• Something killed traffic


Discovery of Crime


• Something killed conversions

Discovery of Crime


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


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


Evidence Processing

• Page Load Time– How long before

you lose someone?


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

Evidence Processing

• Message Match– Keyword

– Ad Copy

– Landing Page


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


Search Query - “property tags”

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

Evidence Processing


- “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


Evidence Processing

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

bidding/position strategy?


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?


Evidence Processing


Paid results

Organic result

Maps results

Paid results

Maps results

Evidence Processing


Paid results

Related searches

Organic result

Maps results

Paid results

Maps results

Evidence Processing


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”


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


Catch the Killer

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


Solve the Crime

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


Solve the Crime

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


Case Solved

Robert BradyEmail: [email protected]

Twitter: www.twitter.com/robert_brady LinkedIn:

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


mailto:[email protected]

http://www.twitter.com/robert_brady

http://www.linkedin.com/in/robertallenbrady

http://www.righteousmarketing.com/

Technology

Leaky Funnel Forensics