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PPC & CRO: How & Why They Need To Play Nice

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PPC & CRO are two acronyms that stand for Pay-Per-Click and Conversion Rate Optimization and go hand in hand in digital marketing. Both B2B & B2C business small & large can benefit from conversion rate optimization by testing and updating landing pages, contact forms and request forms with industry best practices. With testing and trailing out new text, forms, images, and other items; you can maximize your marketing efforts and ROI.

The seminar will guide you through the process of optimizing for conversions and how to properly test landing pages. Keeping brand and benefit messaging consistent across advertising and the landing page to drive higher conversion rates. A must attend seminar for business owners and marketers alike who are looking to up their digital marketing game.

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PPC & CRO: How & Why They Need To Play Nice

  1. 1. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. PPC & CRO Making Your Paid Media Campaigns Count Pascal Inderabudhi Paid Media Specialist pascal@anvilmedia.com @pasc
  2. 2. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. About Anvil Media 2
  3. 3. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Credentials 3 — Team is certified in Google & Bing Ads — Anvil University training & certifications — Extensively published and speak nationally — Committed to industry & education — Recent recipient of multiple awards
  4. 4. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Why Anvil? —Oldest, most respected SEM agency in the Northwest —Proven track record with related industry clientele —Experienced leadership —Digital prowess refined by Anvil University training —Integrated services provide larger marketing toolbox 4
  5. 5. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Background 5 Pascal Inderabudhi – Paid Media Specialist Pascal Inderabudhi is a digital marketing professional with over 5 years experience in the field, managing projects in SEO and PPC, in-house and agency. A graduate of Pepperdine University in 2009, he now delivers on paid media strategies for clients in a wide variety of industries: B2B , travel & hospitality, transportation, retail, and more. Prior to his role at Anvil, Pascal worked in- house as a digital marketing specialist for small businesses SavvyBoater, NetPicks, and H-TEK Motors & for the digital ad agency, Ethology. In his spare time, he enjoys agonizing over the rise and fall (and future rise) of the Lakers basketball franchise, solving crossword puzzles, and watching live comedy.
  6. 6. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Quick Survey 6
  7. 7. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  8. 8. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  9. 9. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
  10. 10. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. PPC & CRO 10
  11. 11. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. The Customer Journey Awareness Consideration Intent Decision Customer Journey Display Ads PPC / Paid Media Social Media Ads Broad Search Ads Exact Search Ads Remarketing Display Ads Remarketing Social Ads Remarketing Search Ads Research, Educational, Branding, Home, Category, Portal pages Product and Lead Capture Pages Landing Page
  12. 12. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. What is PPC? 12
  13. 13. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. What is PPC? — PPC = Pay-Per-Click — Way of buying visits to your website — Spans all digital media — More difficult audience to convert than earned media
  14. 14. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. The Limits of PPC PPC Ads can only be optimized and retooled so many times before you maximize traffic quality and ad engagement. Ad Optimizations: — Copy changes in Headline, Description, Display URL — Testing creative elements – color, contrast, animation — Landing page mapping Optimizations can improve: — CTR, CPC, traffic volume — …Conversions?
  15. 15. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. What is CRO? 15
  16. 16. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. What Is CRO? 16 — CRO = Conversion Rate Optimization — Improving elements within the customer journey to better convert visitors into leads or customers. — Post-click CRO applies this practice to you website or landing page to give users exactly what they are looking for, what they were promised, or what you want them to do ideally.
  17. 17. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Landing Page Optimization 17
  18. 18. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Why Should I Use a Landing Page? —Landing pages help increase conversion rates —Single focus objective —Matches the intent of PPC ads —Specific design drives to a single goal
  19. 19. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Home Page vs. Landing Page 19 • Speaks to overall brand and corporate values • Loaded with links and navigation • Designed to encourage exploration • Designed for a single purpose • Provide enough information to drive users to complete a single marketing goal
  20. 20. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Landing Page Design Best Practices 20
  21. 21. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Landing Page Wireframe 21
  22. 22. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Unique Selling Proposition —Unique Selling Proposition —5- Second Rule —Motivate the user to read more on-page or take action
  23. 23. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Simple Layout —Attention Ratio —Reduce friction, competing elements, and escape routes —All information supports the conversion
  24. 24. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Compelling and Actionable Copy —Descriptive and actionable headlines —Clear Call-to- Action —The “You” Rule —Move the customer forward —Message-match
  25. 25. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Social Proofing —Include trust elements —Build authority with: —Guarantees —Accreditation badges —Reviews —Ratings —Testimonials
  26. 26. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Contrast, Color, and Design —Readability —Contrast —Guide users to the conversion point
  27. 27. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Example 1
  28. 28. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Example 2
  29. 29. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Mobile CRO 29
  30. 30. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Mobile Has Overtaken Desktop 30 “In 2014, US adults spent an average of 2 hours, 51 minutes with mobile devices each day, up from 2 hours, 19 minutes in 2013.” - eMarketer, “Mobile Will Account for 72% of US Digital Ad Spend by 2019,” 2015.
  31. 31. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Mobile Best Practices Mobile users expect & need: —Larger Call To Actions —Simpler Forms —Less Graphics —Larger Buttons —Bigger Text —Less Zooming —Easier To Convert
  32. 32. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Mobile CRO 1 Good Not as Good
  33. 33. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Mobile CRO 2 Good Not as Good
  34. 34. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Mobile CRO 3 Good Good
  35. 35. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Testing And Strategy
  36. 36. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Landing Page Strategy 36
  37. 37. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Top Testing Elements 37 Titles — Short vs. long — Question vs. Statement — Formal vs. Informal — Emphasizing selling point A vs. B Images — Big vs. Small — Photo vs. Illustration — Customer vs. Product Layout — Long sales letter vs. multi-column layout — Multi-page signup vs. One long form Selling Proposition — Quality vs. Convenience — Features vs. Service — Make money vs. Save money Conversion Incentives — Free Shipping vs. Money back guarantee — Telephone order vs. online form
  38. 38. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. CRO Works — Increased Conversion Rates and Landing Page Optimizations ensure: — Increased On-Page Performance — More Engaged Users — Increased Conversions — Leads — Sales/Revenue — Brand Engagement 32% increase in conversion rate with the new landing page! Campaign Clicks Impressions Cost CTR Avg. CPC Click conversion rate New 840 44,894 3,063.44$ 4.09% 4.18$ 9.25% Old 514 19,294 1,567.74$ 2.66% 3.05$ 7.00% Totals 1,595 88,253 5,093.81$ 1.81% 3.19$ 7.27% Campaign Clicks Impressions CTR Avg. CPC Conv. Rate New 840 44,894 1.87% $3.65 9.25% Old 514 19,294 2.66% $3.05 7.00%
  39. 39. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. CRO Tools
  40. 40. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Key Takeaways & Q/A —Include CRO in your PPC strategy —Strong USP —Simple Layout —Compelling Copy —Social Proofing —Contrast, Color, Design —Think Mobile —Test!
  41. 41. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. Thank you! anvilmedia.com Pascal Inderabudhi Paid Media Specialist pascal@anvilmedia.com @pasc

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