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[Workshop] Turning Paid Traffic Into Paying Customers

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Our second workshop of 2017 with expert PPC specialist and Director of PPC Eric Farmer. Held April 13 at 97th Floor HQ at Thanksgiving Point business park, we covered how to take that paid traffic and turn them into paying customers through simple on-page testing.

Website: https://97thfloor.com/blog/paid-traffic-int…stomers-workshop/

Published in: Marketing
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[Workshop] Turning Paid Traffic Into Paying Customers

  1. 1. 1 WORKSHOP: 2 Paid Traffic: How to turn paid traffic into paying customers WITH: ERIC FARMER
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  4. 4. 4Presentation Topic // Presenter’s Name Motion Graphics Analytics PPC Content Marketing Reputation Management Copywriting SEO CRO SMM Development UX Design Email Marketing Video Production Graphic Design
  5. 5. 5 Converting your Paid Traffic
  6. 6. @ericdfarmer 6
  7. 7. @ericdfarmer 7
  8. 8. @ericdfarmer 8
  9. 9. @ericdfarmer 9
  10. 10. @ericdfarmer 10 “Can you get us “X” more website visits each month?”
  11. 11. @ericdfarmer 11 “Can you get us “X” more website visits each month?” Answer: We can get you however many visits you want ...for the right budget!
  12. 12. @ericdfarmer 12
  13. 13. @ericdfarmer 13 No matter how optimized your PPC accounts are, you will ALWAYS pay for EVERY click.
  14. 14. @ericdfarmer 14 CTR is great, but we need to focus on ROAS.
  15. 15. @ericdfarmer 15 ConvertSearch/Display VisitClick Pre-click Post-click
  16. 16. @ericdfarmer 16 ConvertSearch/Display VisitClick Bounce Abandon Cart
  17. 17. @ericdfarmer 17 What’s the right balance between investing in driving traffic and converting it?
  18. 18. @ericdfarmer 18 It’s probably going to be somewhere between 70/30 and 60/40.
  19. 19. @ericdfarmer 19 It’s probably going to be somewhere between 70/30 and 60/40. Example: $10,000 budget $7,000 ad spend $3,000 landing page optimization
  20. 20. @ericdfarmer 20 It’s probably going to be somewhere between 70/30 and 60/40. We’re going to focus on the 30-40%.
  21. 21. @ericdfarmer 21 What do your LPO efforts currently look like?
  22. 22. @ericdfarmer 22 Before creating a PPC-specific landing page you should know...
  23. 23. @ericdfarmer 23 Before creating a PPC-specific landing page you should know... ● Business objectives ● Your audience(s) ● Technical limitations of your target audience ● Visitor’s action ● Visitor’s entry points
  24. 24. @ericdfarmer 24 Things to remember… ● Users most likely will not know your brand ● Your landing page will need to sell your product 1. Header Matches the ad and search query. Draws the user in. Has a unique value proposition. 2. Benefits Clear and concise - this makes the sell 3. Form - Product price and cart Focal point of the page - highlights your product 4. CTA Color, size, placement, and text makes it stand out - it should be the only link on the page 5. Proof / Positioning Users are most likely to buy from companies they trust. Include credibility, testimonials, reviews, etc. with others selling your product. 1 2 3 4 5
  25. 25. @ericdfarmer 25 Conversion Rate Original LP: 1.39% New LP: 3.44% 247% increase
  26. 26. @ericdfarmer 26 But, this is only the beginning.
  27. 27. @ericdfarmer 27 Are you split testing your ads to increase CTR?
  28. 28. @ericdfarmer 28 Are you split testing your ads to increase CTR? Are you split testing your landing pages to increase CvR?
  29. 29. @ericdfarmer 29 Variant A Variant B
  30. 30. @ericdfarmer 30 Variant A Variant B
  31. 31. @ericdfarmer 31 Find your point of diminishing returns.
  32. 32. @ericdfarmer 32 Find your point of diminishing returns. Stay out of your point of negative returns.
  33. 33. @ericdfarmer 33 Third-party tools can be your best friends.
  34. 34. @ericdfarmer 34 Third-party tools can be your best friends.
  35. 35. @ericdfarmer 35 Third-party tools can be your best friends.
  36. 36. @ericdfarmer 36 Third-party tools can be your best friends.
  37. 37. @ericdfarmer 37 What other tools do you recommend?
  38. 38. @ericdfarmer 38 What are some of the biggest LPO mistakes?
  39. 39. @ericdfarmer 39 What are some of the biggest LPO mistakes? ● Too much text ● Visual distractions ● Lack of trust symbols ● Asking for too much information ● Too many choices ● Unclear calls-to-action
  40. 40. 40 Questions? Thank you for coming! Turning Paid Traffic into Paying Customers
  41. 41. 41 WORKSHOP: 3 SEO: Using competitive research to build a winning SEO strategy WITH: PAXTON GRAY June 8
  42. 42. 42 up@97thfloor.com
  43. 43. 43

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