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Brad Geddes!
Founder,!
Certified Knowledge &
AdAlysis.com	

Thank you for joining us!	

We’ll be starting in just a few min...
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 a...
#unwebinar @unbounce @bgtheory ! !!
Oli Gardner!
Unbounce Co-Founder &!
Creative Director!
@oligardner	

JOIN OUR
CHAT!
ON...
#unwebinar @unbounce @bgtheory ! !!
JOIN OUR
CHAT!
ON
TWITTER	

Brad Geddes!
Founder,!
Certified Knowledge & AdAlysis.com!
...
#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 ...
#unwebinar @unbounce @bgtheory ! !!
Searches! Clicks! Cost Per Click! Cost! Conversions! CPA!
Unqualified
Ad!
1000! 100! $1...
#unwebinar @unbounce @bgtheory ! !!
• Use most qualified search queries!
• Test ads!
• Test landing pages!
!
Successful Mar...
#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 Qual...
#unwebinar @unbounce @bgtheory ! !!
The Real Answer:!
•  Ad 1 is Best for Mobile!
•  Ad 2 Is Best for Desktops!
Real Answe...
#unwebinar @unbounce @bgtheory ! !!
Make Sure You Use “Mobile Preferred”!
How To Qualify Your PPC Traffic & Increase Conver...
#unwebinar @unbounce @bgtheory ! !!
Count of Ad!  !
Row Labels! Mobile! All!
Ad Group 1! 2!
Ad Group 2!
Ad Group 3! 1! 2!
...
#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!
Mobi...
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!
•  Av...
#unwebinar @unbounce @bgtheory ! !!
•  Impression!
•  Click!
•  CPC!
•  Impression & Click:!
•  CTR!
•  Conversions!
•  Av...
#unwebinar @unbounce @bgtheory ! !!
•  Impression!
•  Click!
•  CPC!
•  Impression & Click:!
•  CTR!
•  Conversions!
•  Av...
#unwebinar @unbounce @bgtheory ! !!
•  Impression!
•  Click!
•  CPC!
•  Impression & Click:!
•  CTR!
•  Conversions!
•  Av...
#unwebinar @unbounce @bgtheory ! !!
Metrics Should Start at the Impression!
How To Qualify Your PPC Traffic & Increase Conv...
#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...
#unwebinar @unbounce @bgtheory ! !!
•  Impression!
•  Click!
•  CPC!
!
•  Impression & Click:!
•  CTR!
!
•  Conversions!
•...
#unwebinar @unbounce @bgtheory ! !!
CPI = (Conversions) / (Impressions)!
How To Qualify Your PPC Traffic & Increase Convers...
#unwebinar @unbounce @bgtheory ! !!
PPI = (Revenue – Cost)/ (Impressions)!
If you have margins, hard costs, etc – remove t...
#unwebinar @unbounce @bgtheory ! !!
If 2 more sales a year at $25 Sale:!
Don’t Forget Lifetime Value!
How To Qualify Your ...
#unwebinar @unbounce @bgtheory ! !!
Data after 97 impressions!
Ad! Impressions! Clicks! CTR! Z-Score! Confidence!
Control! ...
#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 t...
#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 Convers...
#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 C...
#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 ...
#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%...
#unwebinar @unbounce @bgtheory ! !!
Testing Ads & Landing Pages Together
#unwebinar @unbounce @bgtheory ! !!
Testing Ads With One Landing Page!
How To Qualify Your PPC Traffic & Increase Conversio...
#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 Co...
#unwebinar @unbounce @bgtheory ! !!
Testing Ads With Dedicated Mobile & Desktop Pages!
How To Qualify Your PPC Traffic & In...
#unwebinar @unbounce @bgtheory ! !!
Visit adAlysis.com for Early Beta Access!
adAlysis: Powerful Ad Testing Made Easy!
How...
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 campaign...
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

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Transcript of "How to Qualify Your PPC Traffic & Increase Conversions"

  1. 1. 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
  2. 2. Recording and slides will be emailed
 by the end of the week
  3. 3. try.unbounce.com/for-ppc-campaigns!
  4. 4. See how Unbounce can help you quickly build and publish targeted landing pages 
 (without having to code) Stick around afterwards
  5. 5. #unwebinar @unbounce @bgtheory ! !! Oli Gardner! Unbounce Co-Founder &! Creative Director! @oligardner JOIN OUR CHAT! ON TWITTER
  6. 6. #unwebinar @unbounce @bgtheory ! !! JOIN OUR CHAT! ON TWITTER Brad Geddes! Founder,! Certified Knowledge & AdAlysis.com! ! @bgtheory
  7. 7. #unwebinar @unbounce @bgtheory ! !! Ad & Landing Page Interaction!
  8. 8. #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
  9. 9. #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
  10. 10. #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
  11. 11. #unwebinar @unbounce @bgtheory ! !! Test By Device Type
  12. 12. #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
  13. 13. #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
  14. 14. #unwebinar @unbounce @bgtheory ! !! Make Sure You Use “Mobile Preferred”! How To Qualify Your PPC Traffic & Increase Conversions
  15. 15. #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
  16. 16. #unwebinar @unbounce @bgtheory ! !! Test by ‘Effective Device’! How To Qualify Your PPC Traffic & Increase Conversions
  17. 17. #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
  18. 18. Ad Testing Metrics #unwebinar @unbounce @bgtheory ! !!
  19. 19. #unwebinar @unbounce @bgtheory ! !! Which Test Is Best?! How To Qualify Your PPC Traffic & Increase Conversions
  20. 20. #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
  21. 21. #unwebinar @unbounce @bgtheory ! !! •  Impression! •  Click! •  CPC! •  Impression & Click:! •  CTR! •  Conversions! •  Average sale amount! Conversion Rate! How To Qualify Your PPC Traffic & Increase Conversions
  22. 22. #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
  23. 23. #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
  24. 24. #unwebinar @unbounce @bgtheory ! !! Metrics Should Start at the Impression! How To Qualify Your PPC Traffic & Increase Conversions
  25. 25. #unwebinar @unbounce @bgtheory ! !! Must Accommodate CPCs & Cost! How To Qualify Your PPC Traffic & Increase Conversions
  26. 26. #unwebinar @unbounce @bgtheory ! !! Take into Account Conversions & Sale Amount! How To Qualify Your PPC Traffic & Increase Conversions
  27. 27. #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!
  28. 28. #unwebinar @unbounce @bgtheory ! !! CPI = (Conversions) / (Impressions)! How To Qualify Your PPC Traffic & Increase Conversions Calculating Conversion Per Impression!
  29. 29. #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!
  30. 30. #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
  31. 31. #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
  32. 32. #unwebinar @unbounce @bgtheory ! !! Always Use Rotate for Testing! How To Qualify Your PPC Traffic & Increase Conversions
  33. 33. #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
  34. 34. #unwebinar @unbounce @bgtheory ! !! Multi Ad Group Testing
  35. 35. #unwebinar @unbounce @bgtheory ! !! Active Ads: 1,996,108! Too Many Ads! How To Qualify Your PPC Traffic & Increase Conversions
  36. 36. #unwebinar @unbounce @bgtheory ! !! Too Little Data! How To Qualify Your PPC Traffic & Increase Conversions
  37. 37. #unwebinar @unbounce @bgtheory ! !! Test By Ad Line Across Multiple Ad Groups! How To Qualify Your PPC Traffic & Increase Conversions
  38. 38. #unwebinar @unbounce @bgtheory ! !! Create Consistent Ads! How To Qualify Your PPC Traffic & Increase Conversions
  39. 39. #unwebinar @unbounce @bgtheory ! !! Use Pivot Tables To Test At Ad Line Levels! How To Qualify Your PPC Traffic & Increase Conversions
  40. 40. #unwebinar @unbounce @bgtheory ! !! Enterprise Accounts: Use Labels! How To Qualify Your PPC Traffic & Increase Conversions
  41. 41. #unwebinar @unbounce @bgtheory ! !! Apply Labels to Ads! How To Qualify Your PPC Traffic & Increase Conversions
  42. 42. #unwebinar @unbounce @bgtheory ! !! Segment or Test by Labels! How To Qualify Your PPC Traffic & Increase Conversions
  43. 43. #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
  44. 44. #unwebinar @unbounce @bgtheory ! !! Testing Ads & Landing Pages Together
  45. 45. #unwebinar @unbounce @bgtheory ! !! Testing Ads With One Landing Page! How To Qualify Your PPC Traffic & Increase Conversions
  46. 46. #unwebinar @unbounce @bgtheory ! !! Test 2 Ads With 2 Landing Pages! How To Qualify Your PPC Traffic & Increase Conversions
  47. 47. #unwebinar @unbounce @bgtheory ! !! Testing Ads With Responsive Design Pages! How To Qualify Your PPC Traffic & Increase Conversions
  48. 48. #unwebinar @unbounce @bgtheory ! !! Testing Ads With Dedicated Mobile & Desktop Pages! How To Qualify Your PPC Traffic & Increase Conversions
  49. 49. #unwebinar @unbounce @bgtheory ! !! Visit adAlysis.com for Early Beta Access! adAlysis: Powerful Ad Testing Made Easy! How To Qualify Your PPC Traffic & Increase Conversions
  50. 50. try.unbounce.com/for-ppc-campaigns!
  51. 51. Why use Unbounce 
 to build your landing pages?
  52. 52. Increase your conversion rates
 with targeted pages & A/B testing You’ll get better results 
 from your campaigns
  53. 53. Quit waiting weeks for your developers Building pages 
 with Unbounce is fast
  54. 54. Build, publish and optimize 
 without having to wait for developers or designers You maintain control 
 of your campaigns
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