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PPC Growth
Hacking/Cheating

Strategies for explosive growth
Welcome
Phil Pearce
PPC and Analytics Expert
Freelancer
@philpearce
phil@precisionppc.me
www.linkedin.com/in/philpearce

A...
Fun fact, I`m an Identical Twin...

”I successfully cloned myself to increase my productivity” ;)
Agenda
1.
2.
3.
4.
5.
6.
7.

Traditional PPC model
What is Growth Hacking + Examples
What is PPC growth hacking + Examples...
What is PPC Growth?

Adwords
Marketing

Conversion
Data

Sales
Growth

Repeat until CPA threshold reached

Classic model
1...
What is Growth Hacking for PPC?

Adwords
Marketing

Product

Data

And… needs to be Scalable, Repeatable and Sustainable.
...
So…
PPC is limited by CPA curve

2x Conversions = 4x CPA!
(not sustainable)
Although… ~free assists sales growth…

• When creating a GA custom Multi Channel funnel report, be aware
that Landing page...
But… PPC growth for start-ups
is expensive!
Rapid growth using PPC,
that is that sustainable?
Yes, its possible…
• I`ve done it before!

 super affiliate with 90% pp...
But…
• You need to achieve Product Market Fit before
starting a growth campaign.
• Will anyone by your Product?
• If you s...
Ok…
So you have passed Product market fit
test/interview.

Now what?…
Jump into Growth Hacking?
Growth hacking is a set of tactics adopted by startups which leverage creativity,
analytical dat...
What is Growth
Hack-er?
A growth hacker is a person whose true north is
GROWTH.
EVERYTHING they do is scrutinised by its p...
How do you know when you find one?
The key is they MUST have the ability to
1. take responsibility for growth
2. have an e...
Lastly resourcefulness!
What could you do with just €100
(not thousands) to achieve growth?
PPC Growth Hacking Ideas…
1.

Standard Adwords $1 * 100 clicks?

2.

Open 2 Adwords accounts $50*2 + $150 credits

3.

Tre...
Other ideas
Ask users to create ads for you…
Task: Tell a Joke using 25 characters + 70
characters.
Humour Examples :
Supe...
PPC Algo
http://bit.ly/ppc-algo-v3
Growth Hacking examples
•
•
•
•
•

Hotmail – P.S. I love you
AirB&B – Made a Craigslist api.
Drobbox – Refer a friend
Face...
What is Growth Hacking for PPC?

Adwords
Marketing

Product

Data

And… needs to be Scalable, Repeatable and Sustainable.
...
What is PPC growth…
… And is`nt “growth at low cost CPA”
in mature markets impossible?
No, not impossible but really hard!
Compare and Save example
1.

Reverse Economies of scale due to CPA tiers

2.

BPF: Google +3% kickback +5%growth kicker

3...
Compare and Save example
continued…
1.

Explosive growth

2.

Position 1 became cheaper than position4! (This is due to CT...
But it would never work now :(

Due to reduced ppc CTR on SERP
and all-time KW level QS decay
Luck / Improvisation / Flexibility
Weapon of Choice

PPC Tools
http://bit.ly/spwk-list-ppc-tools
Importance of a Great Team

Tea boy &
Product
Specialist

[Image of MI team]
Creative
Mean
Developer

Marketer

Hot
Data S...
But… its like music – some of the
best tunes are mixes of other
peoples work.

http://en.wikipedia.org/wiki/Michael
_Jacks...
Product Idea
• Bid by Quality score
(for Charities using Google Grants)

• Hack might be
“prove to donators that Fund well...
Growth Hacking a PPC tool…

Have you Heard of “Battleships”?”
Growth Hacking a PPC tool…

Download CTR battleships
http://bit.ly/battleshipsctr
Growth Hacking a PPC tool…
Adwords
Marketing
(capture/test
initial lead)

Product
(Variation on
QS grader)

Adwords API
Da...
Growth Hacking a PPC tool…

Or take a photo them holding
the Prize! #ctrbattleships

Winner must tweet winning
strategy #c...
Also… Test hacks internally
& see if they win.
[Image of the A team]
Learn from failed Hacks
VacuumCleaners4u.com (1999)
“Free vs Fast postage example”
InkinaBlink.com (1999)
SEO link buying ...
Account level Tests/Hacks
{Param2}
Article by Chad Somerville
Click Fraud Tool – I built
(using 3rd party call data & mathematics)

This equates to:
• 39% of Spend
over 60 refunded
• 3...
The Catch22: Disclaimer
Its not entirely Google Fault…
No Click2Call Conversion Data (CallMetrics) =
Increase in Invalid C...
Auto campaigns
(Free version of SpeedPPC that I built)
http://bit.ly/ad-mutation-tool (MS access)
PPC growth hack to test
Search from mobile
Lead capture via QR code – invoke vCard
SMS to Win.

App download via Paid sear...
PPC Growth
Hacking/Cheating
Your mission
should you choose
to accept it…
So… Apply it to my Website
Not so easy… Hack needs to be
customised to fix business.
Quesitons
Resources
e.g. Growth Hacker TV (join)
Don’t Hang around then!
Don’t share this PPC video…

bit.ly/ppc-rap (Turn up sound)
GTM dev guide:
bit.ly/gtmdevguide
And join GTM community on Google+
bit.ly/gtmcommunity
Report Automation (Require Adwords API key)
Gazel for Excel using Free trial.
http://www.youtube.com/watch?v=bZYOuxgCzWQ
PPC Growth Hacking - By Phil Pearce @ SuperWeek 2014
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PPC Growth Hacking - By Phil Pearce @ SuperWeek 2014

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  • Transcript of "PPC Growth Hacking - By Phil Pearce @ SuperWeek 2014"

    1. 1. PPC Growth Hacking/Cheating Strategies for explosive growth
    2. 2. Welcome Phil Pearce PPC and Analytics Expert Freelancer @philpearce phil@precisionppc.me www.linkedin.com/in/philpearce Academy (UK) 750 GA questions answered #PPCGrowthHacking #SPWK
    3. 3. Fun fact, I`m an Identical Twin... ”I successfully cloned myself to increase my productivity” ;)
    4. 4. Agenda 1. 2. 3. 4. 5. 6. 7. Traditional PPC model What is Growth Hacking + Examples What is PPC growth hacking + Examples Learnings & Cross industry examples So… Apply it to my Website Take aways Resources
    5. 5. What is PPC Growth? Adwords Marketing Conversion Data Sales Growth Repeat until CPA threshold reached Classic model 1. Create new marketing campaign. 2. If CPA data is within target threshold = then growth achieved 3. Then Increase marketing. Repeat above steps, until threshold reached.
    6. 6. What is Growth Hacking for PPC? Adwords Marketing Product Data And… needs to be Scalable, Repeatable and Sustainable. Note: “Product” could be value-proposition or incentives Growth Hacking
    7. 7. So…
    8. 8. PPC is limited by CPA curve 2x Conversions = 4x CPA! (not sustainable)
    9. 9. Although… ~free assists sales growth… • When creating a GA custom Multi Channel funnel report, be aware that Landing page & Google Organic KW not available (i.e not easy to separate Brand/Non-Brand SEO for above example).
    10. 10. But… PPC growth for start-ups is expensive!
    11. 11. Rapid growth using PPC, that is that sustainable? Yes, its possible… • I`ve done it before!  super affiliate with 90% ppc and active for 5+years
    12. 12. But… • You need to achieve Product Market Fit before starting a growth campaign. • Will anyone by your Product? • If you stopped trading would 40%+ users complain? Link to Product Market Fit test: http://survey.io/
    13. 13. Ok… So you have passed Product market fit test/interview. Now what?…
    14. 14. Jump into Growth Hacking? Growth hacking is a set of tactics adopted by startups which leverage creativity, analytical data & viral marketing to sell products and gain exposure. Growth hackers focus on “low-cost“, “high impact” alternatives to traditional marketing. They utilise techniques such as SEO, content marketing, online PR, email marketing, web analytics & CRO testing. Ref : wikipedia.org/wiki/Growth_hacking
    15. 15. What is Growth Hack-er? A growth hacker is a person whose true north is GROWTH. EVERYTHING they do is scrutinised by its potential impact on scalable growth. Great growth hackers can come from: • Engineering/Development • Sales backgrounds • or Analytics backgrounds
    16. 16. How do you know when you find one? The key is they MUST have the ability to 1. take responsibility for growth 2. have an entrepreneurial drive 3. be regimented about the process of prioritising ideas (their own and others in the company) 4. then quickly test & refine these ideas … to find a sustainable hack. www.startup-marketing.com/where-are-all-the-growth-hackers/
    17. 17. Lastly resourcefulness! What could you do with just €100 (not thousands) to achieve growth?
    18. 18. PPC Growth Hacking Ideas… 1. Standard Adwords $1 * 100 clicks? 2. Open 2 Adwords accounts $50*2 + $150 credits 3. Trending News phrases with Don’t Click this Advert Campaign = 100 clicks, but 10,000 impressions & PR story. http://www.icrossing.co.uk/ann-summers-case-study http://www.youtube.com/watch?v=eVU60NRuOJo It leverages the Changes in the Algo for New advertisers in first 2weeks
    19. 19. Other ideas Ask users to create ads for you… Task: Tell a Joke using 25 characters + 70 characters. Humour Examples : Super Vacuum Cleaners Your Dirty Language is the Only thing it cant Clean! supervacuumcleaners.com/super-vacuum-cleaners Task: Write a poem using 25 characters + 70 characters. 100 Advert poems = 0 Clicks, but 10,000 PR visits – Write your own poem, show to 100 of people.
    20. 20. PPC Algo http://bit.ly/ppc-algo-v3
    21. 21. Growth Hacking examples • • • • • Hotmail – P.S. I love you AirB&B – Made a Craigslist api. Drobbox – Refer a friend Facebook – Exclusive network appeal Twitter – follow celebrities Read more examples: http://www.slideshare.net/matt angriffel/growth-hacking
    22. 22. What is Growth Hacking for PPC? Adwords Marketing Product Data And… needs to be Scalable, Repeatable and Sustainable. Note: “Product” could be value-proposition or incentives Growth Hacking
    23. 23. What is PPC growth… … And is`nt “growth at low cost CPA” in mature markets impossible?
    24. 24. No, not impossible but really hard!
    25. 25. Compare and Save example 1. Reverse Economies of scale due to CPA tiers 2. BPF: Google +3% kickback +5%growth kicker 3. Regulation preventing Direct Players writing good ads (e.g must mention APR variable) 4. User confusion – 1st Advert not clear it was paid (compare to now). 5. Display URL that had Call-to-action within it (save-here-now.com) 6. Very high CTR on generic terms 7. Obsession over one metric: CTR (no conversion tracking in early days) 8. Algo that rewarded volume with lower cpc (e.g CTR 50% weighting)
    26. 26. Compare and Save example continued… 1. Explosive growth 2. Position 1 became cheaper than position4! (This is due to CTR factoring, and t the time position preference) 3. Exceeded all CPA tiers. 4. Also built strong relations with Direct providers, offering state of the market reports, to add value. But it would never work now :(
    27. 27. But it would never work now :( Due to reduced ppc CTR on SERP and all-time KW level QS decay
    28. 28. Luck / Improvisation / Flexibility
    29. 29. Weapon of Choice PPC Tools http://bit.ly/spwk-list-ppc-tools
    30. 30. Importance of a Great Team Tea boy & Product Specialist [Image of MI team] Creative Mean Developer Marketer Hot Data Scientist
    31. 31. But… its like music – some of the best tunes are mixes of other peoples work. http://en.wikipedia.org/wiki/Michael _Jackson%27s_Thriller
    32. 32. Product Idea • Bid by Quality score (for Charities using Google Grants) • Hack might be “prove to donators that Fund well spent”
    33. 33. Growth Hacking a PPC tool… Have you Heard of “Battleships”?”
    34. 34. Growth Hacking a PPC tool… Download CTR battleships http://bit.ly/battleshipsctr
    35. 35. Growth Hacking a PPC tool… Adwords Marketing (capture/test initial lead) Product (Variation on QS grader) Adwords API Data And… needs to be Scalable, Repeatable and Sustainable. Same product but different UI/Landing page - value proposition tweaked and made fun / viral… e.g every one likes to show off :) Growth Hacking
    36. 36. Growth Hacking a PPC tool… Or take a photo them holding the Prize! #ctrbattleships Winner must tweet winning strategy #ctrbattleships Download CTR battleships http://bit.ly/battleshipsctr
    37. 37. Also… Test hacks internally & see if they win. [Image of the A team]
    38. 38. Learn from failed Hacks VacuumCleaners4u.com (1999) “Free vs Fast postage example” InkinaBlink.com (1999) SEO link buying penalties (e.g. RapGenius)
    39. 39. Account level Tests/Hacks {Param2} Article by Chad Somerville
    40. 40. Click Fraud Tool – I built (using 3rd party call data & mathematics) This equates to: • 39% of Spend over 60 refunded • 3% over 18month log duration. Equates to: Download template here: Bit.ly/clickrefundtemplate
    41. 41. The Catch22: Disclaimer Its not entirely Google Fault… No Click2Call Conversion Data (CallMetrics) = Increase in Invalid Clicks But client unable to enable CallMetrics No inbound API for submitting structure data to Google, and no gclid lookup.
    42. 42. Auto campaigns (Free version of SpeedPPC that I built) http://bit.ly/ad-mutation-tool (MS access)
    43. 43. PPC growth hack to test Search from mobile Lead capture via QR code – invoke vCard SMS to Win. App download via Paid search
    44. 44. PPC Growth Hacking/Cheating
    45. 45. Your mission should you choose to accept it…
    46. 46. So… Apply it to my Website Not so easy… Hack needs to be customised to fix business.
    47. 47. Quesitons
    48. 48. Resources e.g. Growth Hacker TV (join)
    49. 49. Don’t Hang around then!
    50. 50. Don’t share this PPC video… bit.ly/ppc-rap (Turn up sound)
    51. 51. GTM dev guide: bit.ly/gtmdevguide And join GTM community on Google+ bit.ly/gtmcommunity
    52. 52. Report Automation (Require Adwords API key) Gazel for Excel using Free trial. http://www.youtube.com/watch?v=bZYOuxgCzWQ
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