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How to Qualify Your PPC Traffic & Increase Conversions
 

How to Qualify Your PPC Traffic & Increase Conversions

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    How to Qualify Your PPC Traffic & Increase Conversions How to Qualify Your PPC Traffic & Increase Conversions Presentation Transcript

    • Brad Geddes! Founder,! Certified Knowledge & AdAlysis.com Thank you for joining us! We’ll be starting in just a few minutes #unwebinar @unbounce @bgtheory ! !! Oli Gardner! Unbounce Co-Founder & Creative Director How To Qualify Your PPC Traffic & Increase Conversions
    • Recording and slides will be emailed
 by the end of the week
    • try.unbounce.com/for-ppc-campaigns!
    • See how Unbounce can help you quickly build and publish targeted landing pages 
 (without having to code) Stick around afterwards
    • #unwebinar @unbounce @bgtheory ! !! Oli Gardner! Unbounce Co-Founder &! Creative Director! @oligardner JOIN OUR CHAT! ON TWITTER
    • #unwebinar @unbounce @bgtheory ! !! JOIN OUR CHAT! ON TWITTER Brad Geddes! Founder,! Certified Knowledge & AdAlysis.com! ! @bgtheory
    • #unwebinar @unbounce @bgtheory ! !! Ad & Landing Page Interaction!
    • #unwebinar @unbounce @bgtheory ! !! 1000 Searches! General Ad with High CTR / No Qualification! 10% CTR on Ad! (100 people see our page)! 1% Landing Page Conversion Rate! 1 Customer! 1000 Searches! Excellent Ad Qualification! 5% CTR on Ad! (50 People see our page)! 10% Landing Page Conversion Rate! 5 Customers! Why We Test Ads for Landing Pages! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Searches! Clicks! Cost Per Click! Cost! Conversions! CPA! Unqualified Ad! 1000! 100! $1! $100! 1! $100! Qualified Ad! 1000! 50! $1! $50! 5! $10! The Economics of Ad Testing! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! • Use most qualified search queries! • Test ads! • Test landing pages! ! Successful Marketers do All Three! ! Today we’re going to focus on the traffic driver: PPC Ads! Increasing PPC Conversion Rates! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Test By Device Type
    • #unwebinar @unbounce @bgtheory ! !! Answer: Technically 1, but you don’t have enough data!! Which Ad is Best?! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! The Real Answer:! •  Ad 1 is Best for Mobile! •  Ad 2 Is Best for Desktops! Real Answer: It Depends by Device! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Make Sure You Use “Mobile Preferred”! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Count of Ad!  ! Row Labels! Mobile! All! Ad Group 1! 2! Ad Group 2! Ad Group 3! 1! 2! Ad Group 4! 3! 2! Ad Group 5! 10! Ad Group 6! 2! 6! Ad Group 7! 1! 7! Ad Group 8! 1! 6! Ad Group 9! 7! Your Multi-Device Ad Groups Should Use Each Ad Type! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Test by ‘Effective Device’! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Source: http://www.businessinsider.com/mobile-advertising-growth-in-2014-2013-12! Mobile Growth! How To Qualify Your PPC Traffic & Increase Conversions
    • Ad Testing Metrics #unwebinar @unbounce @bgtheory ! !!
    • #unwebinar @unbounce @bgtheory ! !! Which Test Is Best?! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! •  Impression! •  Click! •  CPC! •  Impression & Click:! •  CTR! •  Conversions! •  Average sale amount! PPC Metrics For Ad Testing! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! •  Impression! •  Click! •  CPC! •  Impression & Click:! •  CTR! •  Conversions! •  Average sale amount! Conversion Rate! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! •  Impression! •  Click! •  CPC! •  Impression & Click:! •  CTR! •  Conversions! •  Average sale amount! CPA: Cost Per Acquisition! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! •  Impression! •  Click! •  CPC! •  Impression & Click:! •  CTR! •  Conversions! •  Average sale amount! ROAS or ROI! Note: ROAS is a good bid management strategy if you watch the volume.! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Metrics Should Start at the Impression! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Must Accommodate CPCs & Cost! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Take into Account Conversions & Sale Amount! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! •  Impression! •  Click! •  CPC! ! •  Impression & Click:! •  CTR! ! •  Conversions! •  Average sale amount! Great for CPA Target Accounts Not great for accounts with margins and variable sales amounts How To Qualify Your PPC Traffic & Increase Conversions CPI: Conversion Per Impression!
    • #unwebinar @unbounce @bgtheory ! !! CPI = (Conversions) / (Impressions)! How To Qualify Your PPC Traffic & Increase Conversions Calculating Conversion Per Impression!
    • #unwebinar @unbounce @bgtheory ! !! PPI = (Revenue – Cost)/ (Impressions)! If you have margins, hard costs, etc – remove those before calculations.! How To Qualify Your PPC Traffic & Increase Conversions Profit Per Impression!
    • #unwebinar @unbounce @bgtheory ! !! If 2 more sales a year at $25 Sale:! Don’t Forget Lifetime Value! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Data after 97 impressions! Ad! Impressions! Clicks! CTR! Z-Score! Confidence! Control! 40! 1! 2.5%! N/A! Ad 2! 33! 5! 15.15%! 1.88! 97.03%! Ad 3! 24! 0! 0%! -1.01! 15.57%! Data after 3163 impressions! Ad! Impressions! Clicks! CTR! Z-Score! Confidence! Control! 1023! 23! 2.25! N/A! Ad 2! 993! 29! 2.92%! 0.95! 82.9%! Ad 3! 1147! 56! 4.88%! 3.35! 99.96%! Minimum Viable Data! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Always Use Rotate for Testing! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Time! Minimum: 1 week. Each day has different characteristics. Allow those variances to run over a week’s time.! Better: 1 month. Each week has variances (especially pay week). Allow that to play over a month’s time.! Ideal: 3 buying cycles (with a minimum of one month)! ! Traffic! Minimum 300 clicks per ad.! Better: 500 clicks per ad! Ideally: 1000 clicks per ad.! One needs to allow enough potential conversions per ad (i.e. clicks) to give each ad adequate time to perform before making decisions.! ! Conversions:! Minimum: 7 conversions per ad! Ideally: 15+ conversions per ad.! ! Minimum Data Recommendations! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Multi Ad Group Testing
    • #unwebinar @unbounce @bgtheory ! !! Active Ads: 1,996,108! Too Many Ads! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Too Little Data! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Test By Ad Line Across Multiple Ad Groups! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Create Consistent Ads! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Use Pivot Tables To Test At Ad Line Levels! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Enterprise Accounts: Use Labels! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Apply Labels to Ads! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Segment or Test by Labels! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Mobile CTR! Desktop CTR! Call Us! 11.2% (includes calls)! 5.2%! Contact Us! 4.1%! 6.9%! Example.com/Things! 4.2%! 5.3%! M.example.com/things (or example.com/mobile)! 8.2%! N/A! Find the Nearest Store! 7.6%! 4.5%! Shop Now! 2.1%! 5.8%! A Few Examples of Why To Test by Device & Ad Lines! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Testing Ads & Landing Pages Together
    • #unwebinar @unbounce @bgtheory ! !! Testing Ads With One Landing Page! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Test 2 Ads With 2 Landing Pages! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Testing Ads With Responsive Design Pages! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Testing Ads With Dedicated Mobile & Desktop Pages! How To Qualify Your PPC Traffic & Increase Conversions
    • #unwebinar @unbounce @bgtheory ! !! Visit adAlysis.com for Early Beta Access! adAlysis: Powerful Ad Testing Made Easy! How To Qualify Your PPC Traffic & Increase Conversions
    • try.unbounce.com/for-ppc-campaigns!
    • Why use Unbounce 
 to build your landing pages?
    • Increase your conversion rates
 with targeted pages & A/B testing You’ll get better results 
 from your campaigns
    • Quit waiting weeks for your developers Building pages 
 with Unbounce is fast
    • Build, publish and optimize 
 without having to wait for developers or designers You maintain control 
 of your campaigns