@markvozzo
Optimising your
SEM Funnel
A behind the scenes look at how
to optimise SEM campaigns for
maximum ROI.
Mark Vozz...
@markvozzo
About Mark Vozzo
Australia Australia
(Sydney, Melbourne,
Brisbane)
Australia,
USA
Australia, NZ
USA, Singapore,...
@markvozzo
User Journey
@markvozzo
KW
Impressions
Clicks
Form
Comps
Leads
Oppty
Ad Spend ($)
Pipeline ($)
@markvozzo
History Lesson: Elias Lewis
In 1898, E. St. Elmo Lewis developed a model
which mapped a theoretical customer jo...
@markvozzo
A Common
Business Challenge
@markvozzo
Online Lead Generation
- SEO
- SEM
- Banners
- Email
- Social Media
Online
Marketing
Offline
Sales
Offline Lead...
Cost per Week: $1,000
Conv. per Week: 20
Avg. Cost per Conv.: $50
Marketing
Cost per Week: $500
Conv. per Week: 50
Avg. Co...
@markvozzo
Cost Per Conversion Funnel
Keyword
Impressions
Clicks
Form
Comps
(Conv.)
Ad Spend ($)
Marketing
Cost-per-
Conve...
@markvozzo
Online Lead Generation
- SEO
- SEM
- Banners
- Email
- Social Media
Online
Marketing
Offline
Sales
Offline Lead...
# of Leads
5 (25% Close Rate)
Weekly Revenue:
$50,000 (Avg. Deal = $10K)
Cost per Week: $1,000
Conv. per Week: 20
Avg. Cos...
# of Leads
5 (25% Close Rate)
Weekly Revenue:
$50,000 (Avg. Deal = $10K)
Cost per Week: $1,000
Conv. per Week: 20
Avg. Cos...
@markvozzo
Pipe To Spend Funnel
Keyword
Impressions
Clicks
Form
Comps
Leads
Oppty
Ad Spend ($)
Pipeline ($)
MarketingSales...
@markvozzo
About the SEM
program at
Salesforce.com
@markvozzo
Where I’m buying keywords
@markvozzo
Optimising CTR
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X% A) Click Thru Rate (CTR)
$Pipeline
Mar...
@markvozzo
How to optimise Click-Thru-Rate (CTR)
1. Search Keywords
2. SEM Adcopy
crm
Make sure your
keyword appears in
Ad...
@markvozzo
Example: “What is CRM” CTR = 5.9%
(Avg. CTR across entire “Non-Brand” Keywords = ~2.3%)
BOLD
BOLD
BOLD
@markvozzo
In order to maximise ROI by Keyword, this means we
must track everything down to each Keyword.
@markvozzo
•
•
•
•
•
•
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X%
X%
X%
X% A) Click Thru Rate (CTR)
$Pipeline
B) Form C...
@markvozzo
How to improve FCR: Same keyword, same ad
& same offer, but different landing page…
7% Form
Completion
Rate
11....
@markvozzo
When a form is submitted, Keyword data is sent.
Upon submit, “Form Data” along with the “Keyword Data” is
sent ...
@markvozzo* Example Data
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X%
X%
X%
X% A) Click Thru Rate (CTR)
$Pipeline
B) Form C...
@markvozzo
Arm the Sales Reps for success. They can
review Prospect’s activities prior to calling
@markvozzo
Campaign History: Allows Sales Reps to
review prospect’s marketing touches
Sales Rep have access to all the mar...
Marketing can provide detailed campaign
information to Sales Reps to help them.
What
Keyword?
What SEM
Landing
Page?
Which...
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X%
X%
X%
X% A) Click Thru Rate (CTR)
$Pipeline
B) Form C...
@markvozzo
Both Marketing and Sales can see how things
are going from a single source of truth.
$ Spend
# Leads
# Deals
$ ...
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X%
X%
X%
X% A) Click Thru Rate (CTR)
$Pipeline
B) Form C...
Spend is optimised to Pipeline based on CRM data
@markvozzo
Limited SEM budget means I need to improve
ROI on expensive “Non-Brand” Keywords
Non-Brand
Keywords
are 30X
mor...
@markvozzo
In Summary
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X%
X%
X%
X% A) Click Thru Rate (CTR)
$Pipeline
B) Form C...
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
6.1%
44%
27%
2.4% A) Click Thru Rate (CTR) [+1%]
$Pipeli...
@markvozzo
User Journey
@markvozzo
Inbound
Channels
Drive
Visits to
Website
S
E
O
@markvozzo
Online Lead Generation
- SEO
- SEM
- Banners
- Email
- Social Media
Online
Marketing
Offline
Sales
Offline Lead...
@markvozzo
Any Questions?
• Check out the Salesforce blog
http://blogs.salesforce.com/au
Mark Vozzo
Email:
mvozzo@salesfor...
@markvozzo
@markvozzo
Want to learn more about SEO?
Read my blog post and slides “7 Secrets to Search Marketing Success”
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How to optimise your Google Adwords SEM funnel

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Mark Vozzo provides a behind the scenes look at his SEM Funnel and how to optimise keywords for maximum Return on Investment (ROI). He will provide tips on optimising Click-through-rate, Form Completion Rate, Lead Conversion Rate and Pipe-to-Spend. This was a presentation delivered at Web Analytics Wednesday, Sydney on 23 July 2014. For more details visit blog post - http://blogs.salesforce.com/au/2014/07/adwords-sem-funnel.html

Published in: Data & Analytics

How to optimise your Google Adwords SEM funnel

  1. 1. @markvozzo Optimising your SEM Funnel A behind the scenes look at how to optimise SEM campaigns for maximum ROI. Mark Vozzo Senior Manager, Inbound Marketing (APAC) Salesforce.com Meeting Date: 23rd July 2014
  2. 2. @markvozzo About Mark Vozzo Australia Australia (Sydney, Melbourne, Brisbane) Australia, USA Australia, NZ USA, Singapore, Malaysia, HK, China, Taiwan, Korea, India, Japan.
  3. 3. @markvozzo User Journey
  4. 4. @markvozzo KW Impressions Clicks Form Comps Leads Oppty Ad Spend ($) Pipeline ($)
  5. 5. @markvozzo History Lesson: Elias Lewis In 1898, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase. Source: Wikipedia “Purchase Funnel” Image Source: advertisinghall.org
  6. 6. @markvozzo A Common Business Challenge
  7. 7. @markvozzo Online Lead Generation - SEO - SEM - Banners - Email - Social Media Online Marketing Offline Sales Offline Lead Qualification - Sales Reps - Phone calls - Customer visits
  8. 8. Cost per Week: $1,000 Conv. per Week: 20 Avg. Cost per Conv.: $50 Marketing Cost per Week: $500 Conv. per Week: 50 Avg. Cost per Conv.: $10 * Example Data SEM Campaign A SEM Campaign B
  9. 9. @markvozzo Cost Per Conversion Funnel Keyword Impressions Clicks Form Comps (Conv.) Ad Spend ($) Marketing Cost-per- Conversion
  10. 10. @markvozzo Online Lead Generation - SEO - SEM - Banners - Email - Social Media Online Marketing Offline Sales Offline Lead Qualification - Sales Reps - Phone calls - Customer visits
  11. 11. # of Leads 5 (25% Close Rate) Weekly Revenue: $50,000 (Avg. Deal = $10K) Cost per Week: $1,000 Conv. per Week: 20 Avg. Cost per Conv.: $50 # of Leads 10 (20% Close Rate) Weekly Revenue: $10,000 (Avg. Deal = $1K) MarketingSales Cost per Week: $500 Conv. per Week: 50 Avg. Cost per Conv.: $10 * Example Data SEM Campaign A SEM Campaign B
  12. 12. # of Leads 5 (25% Close Rate) Weekly Revenue: $50,000 (Avg. Deal = $10K) Cost per Week: $1,000 Conv. per Week: 20 Avg. Cost per Conv.: $50 # of Leads 10 (20% Close Rate) Weekly Revenue: $10,000 (Avg. Deal = $1K) MarketingSales Cost per Week: $500 Conv. per Week: 50 Avg. Cost per Conv.: $10 * Example Data SEM Campaign A SEM Campaign B
  13. 13. @markvozzo Pipe To Spend Funnel Keyword Impressions Clicks Form Comps Leads Oppty Ad Spend ($) Pipeline ($) MarketingSales Optimising SEM spend to deliver the most Pipeline $
  14. 14. @markvozzo About the SEM program at Salesforce.com
  15. 15. @markvozzo Where I’m buying keywords
  16. 16. @markvozzo Optimising CTR KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% A) Click Thru Rate (CTR) $Pipeline MarketingSales
  17. 17. @markvozzo How to optimise Click-Thru-Rate (CTR) 1. Search Keywords 2. SEM Adcopy crm Make sure your keyword appears in Adcopy “Title” and also in the description line 1 and/or 2.
  18. 18. @markvozzo Example: “What is CRM” CTR = 5.9% (Avg. CTR across entire “Non-Brand” Keywords = ~2.3%) BOLD BOLD BOLD
  19. 19. @markvozzo In order to maximise ROI by Keyword, this means we must track everything down to each Keyword.
  20. 20. @markvozzo • • • • • •
  21. 21. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% X% X% X% A) Click Thru Rate (CTR) $Pipeline B) Form Conv. Rate (FCR) MarketingSalesOptimising FCR
  22. 22. @markvozzo How to improve FCR: Same keyword, same ad & same offer, but different landing page… 7% Form Completion Rate 11.5% Form Completion Rate +4.5%
  23. 23. @markvozzo When a form is submitted, Keyword data is sent. Upon submit, “Form Data” along with the “Keyword Data” is sent to CRM via the Web-to-Lead functionality.
  24. 24. @markvozzo* Example Data
  25. 25. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% X% X% X% A) Click Thru Rate (CTR) $Pipeline B) Form Conv. Rate (FCR) C) Lead Conv. Rate (LCR) MarketingSalesOptimising LCR
  26. 26. @markvozzo Arm the Sales Reps for success. They can review Prospect’s activities prior to calling
  27. 27. @markvozzo Campaign History: Allows Sales Reps to review prospect’s marketing touches Sales Rep have access to all the marketing campaign touches (form submits). This provides them with background on their interests, level of engagement etc. to help them close more effectively. Free Trial Signup Google Search Email Nurture (Step 1) Watched a CME Demo
  28. 28. Marketing can provide detailed campaign information to Sales Reps to help them. What Keyword? What SEM Landing Page? Which Video? Which Product? What Pitch?
  29. 29. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% X% X% X% A) Click Thru Rate (CTR) $Pipeline B) Form Conv. Rate (FCR) C) Lead Conv. Rate (LCR) D) Flip Rate MarketingSalesOptimising Flip Rate
  30. 30. @markvozzo Both Marketing and Sales can see how things are going from a single source of truth. $ Spend # Leads # Deals $ Revenue MarketingSales * Example Data If we see lead flow high, but very few deals close, this allows Marketing & Sales to have a conversation around numbers (rather than Sales just saying “leads are poor quality”). Example Q’s: Do Sales Reps need more training? Is Marketing producing too many leads? Do we have enough sales headcount?
  31. 31. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% X% X% X% A) Click Thru Rate (CTR) $Pipeline B) Form Conv. Rate (FCR) C) Lead Conv. Rate (LCR) D) Flip Rate E) Pipe-to-Spend Ratio MarketingSales
  32. 32. Spend is optimised to Pipeline based on CRM data
  33. 33. @markvozzo Limited SEM budget means I need to improve ROI on expensive “Non-Brand” Keywords Non-Brand Keywords are 30X more expensive that Brand Keywords
  34. 34. @markvozzo In Summary
  35. 35. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% X% X% X% A) Click Thru Rate (CTR) $Pipeline B) Form Conv. Rate (FCR) C) Lead Conv. Rate (LCR) D) Flip Rate E) Pipe-to-Spend Ratio
  36. 36. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend 6.1% 44% 27% 2.4% A) Click Thru Rate (CTR) [+1%] $Pipeline B) Form Conv. Rate (FCR) [+1%] C) Lead Conv. Rate (LCR) [+1%] D) Flip Rate [+1%] If we improve each step in the funnel by just +1%, we would see a 75% increase in annual pipeline. ROI
  37. 37. @markvozzo User Journey
  38. 38. @markvozzo Inbound Channels Drive Visits to Website S E O
  39. 39. @markvozzo Online Lead Generation - SEO - SEM - Banners - Email - Social Media Online Marketing Offline Sales Offline Lead Qualification - Sales Reps - Phone calls - Customer visits
  40. 40. @markvozzo Any Questions? • Check out the Salesforce blog http://blogs.salesforce.com/au Mark Vozzo Email: mvozzo@salesforce.com Twitter: @markvozzo Linkedin: linkd.in/mvozzo NEXT STEPS: Download this slide deck here.
  41. 41. @markvozzo
  42. 42. @markvozzo Want to learn more about SEO? Read my blog post and slides “7 Secrets to Search Marketing Success”
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