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. 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. 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. 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. 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.

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Quick Survey
6

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8. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

9. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

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. 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

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What is PPC?
12

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

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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. 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. 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. 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. 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

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Home Page vs. Landing Page
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• 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

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Landing Page Design Best Practices
20

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Landing Page Wireframe
21

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

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Simple Layout
—Attention Ratio
—Reduce friction, competing elements, and escape
routes
—All information supports the conversion

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

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Social Proofing
—Include trust
elements
—Build authority
with:
—Guarantees
—Accreditation
badges
—Reviews
—Ratings
—Testimonials

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

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Example 1

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Example 2

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Mobile CRO
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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
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“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. 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

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Mobile CRO 1
Good Not as Good

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Mobile CRO 2
Good Not as Good

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. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
Testing And Strategy

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Landing Page Strategy
36

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
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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. 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. Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.
CRO Tools

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. 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