Converting PPC Traffic: How one search campaign produced a 302% increase in profit, MECLABS
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Converting PPC Traffic: How one search campaign produced a 302% increase in profit, MECLABS

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Converting PPC Traffic: How one search campaign produced a 302% increase in profit, MECLABS Converting PPC Traffic: How one search campaign produced a 302% increase in profit, MECLABS Presentation Transcript

  • Converting PPC Traffic: Converting PPC Traffic: How one search campaign produced a 302% increase in profit
  • TODAY’S TEAM Dr. Flint McGlaughlin – Director, MECLABS Group Flint McGlaughlin is the Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group. Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK) and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College. Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources. 2
  • WHICH PPC AD GENERATED THE MOST RESPONSE? Version A Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware Version B {KeyWord} Business Solutions Run Your Entire Business with One System. Accounting + CRM. Free Trial. www.[Company].com/Business-Solutions 3
  • WHICH PPC AD GENERATED THE MOST RESPONSE? Version A Avoid open back surgery Try AccuraScope back pain treatment One micro incision for pain relief [Company].com/Back_Pain Version B Relief From Back Pain Reclaim your life with a 30-minute Groundbreaking back pain procedure [Company].com/Back_Pain Version C Same-day Back Pain Relief Try AccuraScope back pain treatment Innovative, single 30-minute procedure [Company].com/AccuraScope 4
  • WHICH PPC AD GENERATED THE MOST RESPONSE? Version A Event Management Software Over 9 Million People Registered! Online Event Management Software www.[Company].com Version B Event Management Software 32 easy to use, customizable tools 120,000+ planners use it, Try Free [Company].com/Back_Pain 5
  • AN EXPERIMENT 6
  • EXPERIMENT: BACKGROUND  Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1214 Research Notes: Background: A leading software provider Goal: To increase total leads captured Primary research question: Which process will generate the most leads? Approach: A/B multifactorial split test. The experiment ran for 18 weeks, testing 16 different ads (control PPC ad above) and observing more than 950,000 unique impressions. 7
  • EXPERIMENT: EXAMPLE TREATMENTS {KeyWord} Business Solutions Run Your Entire Business with One System. Accounting + CRM. Free Trial. www.[Company].com/Business-Solutions {KeyWord} Business Solutions Support the Entire Company with One Low Cost Solution. [Company]. www.[Company].com/Business-Solutions Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware Small Business Software 6459+ Clients Worldwide Free Trial Software You Won't Outgrow. www.[Company].com/BusinessSoftware 8 #1 Business Software 6459+ Clients. On-Demand Access. One System for the Entire Company. www.[Company].com/BusinessSoftware Small Business Software Worlds #1 On-Demand Suite. 6459+ Clients. Free Trial Today. www.[Company}.com/BusinessSoftware
  • EXPERIMENT: RESULTS 21% Increase in Clickthrough The new ad generated 20.9% more clicks than the original Original Ad {Keyword} Business Software Award-Winning Business Software. Fully Integrated. Free Trial www.[Company].com/Business 9 Best Performing Ad Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware
  • EXPERIMENT: RESULTS 21% CLICK-THROUGH Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware But we did not stop with the PPC Ad… 10
  • EXPERIMENT: CONTROL LANDING PAGE Control Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware 11
  • EXPERIMENT: TREATMENT LANDING PAGE Treatment Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware 12
  • EXPERIMENT: SIDE-BY-SIDE Control 13 Treatment
  • EXPERIMENT: RESULTS 54% increase in overall conversion The optimized landing page conversion rate increased by 54.26% Conversion Rate Relative Diff. vs. Control Statistical Significance Original 7.17% - - Optimized 11.06% 54.26% Landing Page 14 95%
  • EXPERIMENT: RESULTS 54% CLICK-THROUGH 21% CLICK-THROUGH Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business But we did not stop with the PPC Ad and landing page… 15
  • EXPERIMENT: ORIGINAL FORM PAGE Control 16
  • EXPERIMENT: ORIGINAL FORM PAGE Treatment 17
  • EXPERIMENT: RESULTS 97% increase in overall conversion The optimized landing page conversion rate increased by 97.27% Conversion Rate Relative Diff. vs. Control Statistical Significance Original 15.84% - - Optimized 31.25% 97.27% Landing Page 18 95%
  • EXPERIMENT: RESULTS 54% 97% FORM SUBMISSIONS CLICK-THROUGH 21% CLICK-THROUGH Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business What was the compounding effect of the sequential gains? 19
  • EXPERIMENT: RESULTS 272% Increase in Overall Conversion The optimized path’s conversion rate increased by 272.2% Control Treatment Relative Difference PPC Advertisement 0.89% 1.08 20.9% Landing Page Clickthrough 7.17% 11.06% 54.26% Form Completion 15.84% 31.25% 97.27% Impression-to-lead Conversion .009% .033% 272.2% Metric to understand: In this  What you needto 268% more projectedexperiment, a 272% increase inwith conversion led revenue and, when combined the corresponding 66% reduction in cost-per-acquisition, the optimized path produced more than 4 times the monthly profit (302% increase). 20
  • CONVERTING PPC CLICKS F Key Principles 1. 2. 21 We do not optimize PPC campaigns; we optimize thought sequences. A small change can often have a big impact on the prospect’s sequence of thought. In order to understand the thought sequence of a prospect arriving from a PPC ad, marketers must be able to see both the PATH TAKEN (route) and PATTERN FOLLOWED (behavior) by the prospect.
  • THREE FLAWS IN THE FUNNEL ANALOGY 2. The funnel analogy distorts reality. People are not falling into your funnel, they are falling out. The funnel must be inverted. 3. People don’t travel down the center of the funnel. People are climbing up the sides. 22 g = 9.81 m/s2 1. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision.
  • THE INVERTED SALES FUNNEL (Ma)YES (Mi)YES Sales Call (Mi)YES Landing Page (Mi)YES (Mi)YES Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.XXXXXXXXXX.com/Business PPC Ad 23 (Mi)YES Value Proposition (Mi)YES Y
  • TODAY’S FOCUS For this clinic, we are going to walk through the THREE MOST IMPORTANT FACTORS that impact a prospect’s probability of conversion on a landing page 24
  • Factor #1: Channel Momentum 25
  • FACTOR #1 BUILDING CHANNEL MOMENTUM F Key Principles 1. The probability of conversion on landing page is directly related to the degree of momentum (customer expectation) generated from the PPC ad. 2. The goal of the PPC ad is not to sell the product, but rather to initiate momentum by converting attention into interest into action (click). 3. We do this by answering the derivative value proposition question, “If I am your ideal prospect, why should I click on this PPC ad rather than any other PPC ad?” 26
  • FACTOR #1 EXPERIMENT: BACKGROUND  Experiment ID: North American Spine PPC Copy Test Location: MarketingExperiments Research Library Test Protocol Number: TP4061 Research Notes: Background: North American Spine is the sole provider of the Accurascope procedure which is an innovative, minimally invasive spine surgery for back pain relief Goal: To increase number of leads on home page. Primary research question: Which benefit approach of the three treatments will increase the conversion rate? Approach: A/B multifactor split test 27
  • FACTOR #1 EXPERIMENT: BACKGROUND Control Avoid open back surgery Try AccuraScope back pain treatment One micro incision for pain relief [Company].com/Back_Pain 28
  • FACTOR #1 EXPERIMENT: TREATMENT #1 Treatment #1 Same-day Back Pain Relief Try AccuraScope back pain treatment Innovative, single 30-minute procedure [Company].com/AccuraScope 29
  • FACTOR #1 EXPERIMENT: TREATMENT #2 Treatment #2 Relief From Back Pain Reclaim your life with a 30-minute Groundbreaking back pain procedure [Company].com/Back_Pain 30
  • FACTOR #1 EXPERIMENT: SIDE-BY-SIDE Control Avoid open back surgery Try AccuraScope back pain treatment One micro incision for pain relief [Company].com/Back_Pain Treatment #1 Relief From Back Pain Reclaim your life with a 30-minute Groundbreaking back pain procedure [Company].com/Back_Pain Treatment #2 Same-day Back Pain Relief Try AccuraScope back pain treatment Innovative, single 30-minute procedure [Company].com/AccuraScope 31 Landing Page
  • FACTOR #1 EXPERIMENT: RESULTS 46.6% Increase in Conversion The Treatment generated 46.6% more leads Conversion Rate Relative Difference Statistical Confidence Control 1.8% - - Treatment #1 1.6% -7.9% 95% Treatment #2 2.6% 46.6% 95% Versions understand: With simple  What you need toable to achieve a 46.6% liftbut nuanced adjustments, treatment #2 was over the control. 32
  • FACTOR #1 BUILDING CHANNEL MOMENTUM Not this {Keyword} Business Software Award-Winning Business Software. Fully Integrated. Free Trial www.[Company].com/Business Not this Event Management Software Over 9 Million People Registered! Online Event Management Software www.[Company].com 33 But this Business Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Company].com/BusinessSoftware 21% Increase in Clicks But this Event Management Software 32 easy to use, customizable tools 120,000+ planners use it, Try Free [Company].com/Back_Pain 118% Increase in Clicks
  • Factor #2: Transition Orientation 34
  • FACTOR #2 MOMENT OF ORIENTATION Visitor Experience Timeline What can I do here? Where am I? Moment of Orientation First Seconds Why should I do it? Conversation Value Exchange Subsequent minutes (or days) depending on sales cycle • You have approximately 7 seconds to orientate the visitor. If you fail to do this, you will mitigate the momentum built within the channel. 35
  • FACTOR #2 NOT THIS… Generic Homepage 36
  • FACTOR #2 BUT THIS… Specific Landing Page 37
  • FACTOR #2 PREVIOUS AUDIENCE EXAMPLE Bitdefender Safepay - Protect your online transactions Award winning antivirus software on sale now http://bitdefender-internet-security.com/ Are you able to discern the following questions? • Where am I? • What can I do here? • Why should I do it? 38
  • Factor #3: Value Transfer 39
  • FACTOR #3 TRANSFERRING VALUE F Key Principles 1. In order to effectively transfer value from the PPC ad to the landing page, one must ensure the holistic expression of the value proposition. This involves two key elements : • • 40 Congruence – Ensuring that every element of a page either expresses or supports the value proposition Continuity – Ensuring that every step of the conversion process either expresses or supports the value proposition
  • FACTOR #3 EXPERIMENT: BACKGROUND  Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1306(a) Research Notes: Background: Provides end-to-end market solutions for small- and medium-sized businesses. Goal: Increase the email capture rate of an online form. Primary Research Question: Which page will obtain the most form submissions? Approach: A/B multi-factor split test 41
  • FACTOR #3 EXPERIMENT: CONTROL [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com 42 Control
  • FACTOR #3 EXPERIMENT: CONTROL Control C = 4m + 3v + 2(i-f) - 2a To increase congruence, we used the conversion heuristic above to identify potential ways we were not transferring value: • • The two-column structure of the page impedes the eye-path. • The tone of the call-to-action generates unnecessary concern • 43 The headline is making qualitative, hypefilled claims The credibility indicators are hidden in headers and footers.
  • FACTOR #3 EXPERIMENT: CONTROL Control 44 Treatment
  • FACTOR #3 EXPERIMENT: CONTROL 188% Increase in Total Leads The new form page increased lead rate by 188% Design Conversion Rate Control 1.71% Treatment 4.93% Relative Difference 188% methodological  What you need to understand: By applying aable to generate approach for optimizing landing pages, the treatment was a 188% increase in total leads captured. 45
  • FACTOR #3 EXPERIMENT: RESULTS Control – Keyword Present [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com • In our efforts to improve congruence, we lost continuity from the PPC ad to the headline of the landing page. How did this affect the landing page conversion? 46 Treatment – Keyword Not Present
  • FACTOR #3 EXPERIMENT: BACKGROUND  Experiment ID: (Protected) Location: MarketingExperiments Research Library Test Protocol Number: TP1306(b) Research Notes: Background: Provides end-to-end market solutions for small- and medium-sized businesses. Goal: Increase the email capture rate of an online form. Primary Research Question: Which page will obtain the most form submissions? Approach: A/B multi-factor split test 47
  • FACTOR #3 EXPERIMENT: CONTROL Control [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com • The control utilizes a general headline that doesn’t reference the keyword used in the PPC ad. 48
  • FACTOR #3 EXPERIMENT: TREATMENT Treatment [Bankruptcy] Mailing Lists Quality business mailing lists that Get you results to increase sales! [company-name].com • The treatment simply integrated the keyword utilized in the PPC ad. 49
  • FACTOR #3 EXPERIMENT: SIDE-BY-SIDE Control – Keyword NOT Present 50 Treatment – Keyword IS Present
  • FACTOR #3 EXPERIMENT: RESULTS 144% Increase in Total Leads The new form page increased lead rate by 144% Design Conversion Rate Control 4.93% Treatment 12.05% Relative Difference 144% understand: By continuity  What you need tolanding page, thesimply improving the 144% morefrom the PPC ad to the treatment produced leads. 51
  • FACTOR #3 EXPERIMENT: RESULTS 144% 188% 52
  • FACTOR #3 EXPERIMENT: RESULTS 144% A compounding gain of 603% increase in lead rate 188% 53
  • SUMMARY: PPC CHECK LIST PPC Campaign Checklist Are the claims in your PPC ad specific? Do they use qualitative or hypefilled language? How can you quantify your claims? Is your PPC ad focused on generating a click? Have you provided a compelling reason to click your ad over the other options? Are you utilizing the headline of your page to immediately inform the prospect where they have arrived? Is your landing page objective clear? Is your eye-path a simple, singlecolumn flow? Do you have an easy-to-see call to action? Is every element of you page (headline, images, copy, CTAs) expressing the value proposition? 54
  • Converting PPC Traffic: Converting PPC Traffic: How one search campaign produced a 302% increase in profit