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Taking the Guesswork Out of PPC Funnels

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Get real answers for building PPC funnels that grow your business. See how Google Analytics and AdWords share conversion data, learn to build the right PPC messaging and strategy, and find the best content for micro-conversions that actually lead to macro-conversions.

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Taking the Guesswork Out of PPC Funnels

  1. 1. Taking the Guesswork Out of PPC Funnels Webinar
  2. 2. Amy Hebdon Director of Paid Search @amyppc Taking the Guesswork Out of PPC Funnels Webinar Jesse Teske Marketing Analyst @jesseteske
  3. 3. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Customer Journey Taking the Guesswork Out of PPC Funnels 3 PPC is great because it’s so trackable and actionable, but there are still problems that can happen. • Your sales team says your PPC leads aren’t ready to buy. • Your VP wants to know why conversion counts don’t match in Analytics and AdWords. • You’re not quite sure how goals are being tracked.
  4. 4. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Customer Journey Taking the Guesswork Out of PPC Funnels 4 • Studies show that 83% of new leads are NOT actually sales-ready. (Pardot) • 65% of B2B buyers only engage with a vendor sales rep after they’ve already made a purchase decision. (IDC study commissioned by Salesforce) • Companies that excel at lead nurturing generated 50% more sales-ready leads at 33% lower cost. (Forrester Research)
  5. 5. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Customer Journey What’s In It for You? 5 • Pull back the curtain to see how Google Analytics and AdWords share conversion data (and learn to identify different conversion counts and attribution models). • Learn to build the right PPC messaging and strategy for each entry point of the customer journey. • Find the best content for micro-conversions that actually lead to macro-conversions, and how to augment your strategy with CRM and marketing automation platforms.
  6. 6. Conversion Tracking Primer
  7. 7. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 7 A conversion happens when someone clicks your ad and then takes an action that you’ve defined as valuable to your business
  8. 8. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Conversions for Business Goals The Many Types of Conversions 8 MacroMicro Apply $200Open HouseWebinarBlog Post
  9. 9. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Micro vs. Macro Conversions It’s a Spectrum 9 Macro High Value More Difficult Low Volume Low Value Easier High Volume Micro
  10. 10. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Your macro conversion is the most important action someone can take on your site. 10
  11. 11. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels What’s the Point? Not All Goals Are Created Equal 11
  12. 12. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Understanding and Auditing Goals 12 Transparency and alignment - Everyone should agree on what a conversion is. No surprises! Proper treatment of goals - Macro goals may need higher conversion values and take longer to convert. Set expectations - Sales team should not be following up on most micro conversions.
  13. 13. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Conversion Tracking Audit Making sense of goals & conversions 13 Conversion Tracking Audit Check your email after the webinar for free download of the audit
  14. 14. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Conversion Tracking Audit Making sense of goals & conversions 14 [ image of audit ] Lifelines Goals $$$ $ConversionActions GoalDescriptions Webpages Evaluation I ConversionTrackingAudit
  15. 15. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Know Your Lifelines Save Time and Effort 15 Emergency Contacts AdWords Account - CID & URL Google Analytics - UA & URL Lifelines
  16. 16. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Conversion Tracking Identify what’s happening 16 ConversionTrackingAudit Find the dataFind the data Evaluate performanceEvaluate performance Conversion Name Conversion Actions Micro / Macro Assign Source Conversion Actions Value Click or Calculate Conv Window Conversion Actions Funnel Assign Pages Webpages Concerns? Assign Goal Description GA or Description Observations Assign
  17. 17. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Conversion Data It’s Time for a Treasure Hunt! 17 [ image of audit ] ConversionActions GoalDescriptions Webpages Evaluation AdWords Tools Internal AssessmentGoogle Analytics
  18. 18. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels AdWords Conversion Data Where to Find It 18
  19. 19. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Conversion Data What’s here & what’s not 19 Conversion name Source Conversion window Other attributes
  20. 20. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Hunting for data: Webpages AdWords > Tools > Conversions >Webpages 20 Webpages where a conversion occurred
  21. 21. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Hunting for data: Goal Details Getting Goal Details from Google Analytics 21 What is the conversion mechanism?
  22. 22. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Hunting for Data: Goal Details Choose the Goal You Want Details for 22
  23. 23. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Hunting for Data: Goal Details Click Edit in “Goal Details” 23
  24. 24. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Hunting for Data: Goal Details Event Goal Setup 24
  25. 25. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Landing Page Goal Setup 25 Hunting for data: Goal Details
  26. 26. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Internal Goals What are the most important conversions? 26 Goals Ul#mate Website Goal(s) Macro Goals Micro Goals Find the dataFind the data Conversion Name Conversion Actions Source Conversion Actions Conv Window Conversion Actions Pages Webpages Goal Description GA or Description
  27. 27. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Evaluation What’s the health of our conversions? 27 Evaluate performanceEvaluate performance Micro / Macro Assign (based on your process) Value Click or Calculate (prone to error) Funnel Assign (instructions to come) Concerns? Assign (Yes / No) Observations Assign (are changes needed?) • Know our lifelines and resources • We know every conversion and how it’s tracked • We know which goals are most important
  28. 28. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Goal Assignment What’s the Value of Each Conversion? 28 Apply $200Blog Post Webinar Macro $2,500 Macro $100 Micro $20 N/A Not a PPC goal Open House
  29. 29. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Conversion Tracking Audit Making sense of goals & conversions 29 Conversion Tracking Audit Check your email after the webinar for free download of the audit
  30. 30. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 30 A conversion happens when someone clicks your ad and then takes an action that you’ve defined as valuable to your business
  31. 31. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Triggering Conversions Multiple touch points 31 Study Violin Making Looking at Violin Schools? Get the free guide to decide! Watch the Webinar! Ad Violin Open House Free Open House Near You This Saturday - Register Now.
  32. 32. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Attribution Modeling 32 Attribution modeling is like drinking. If you had three beers and a mojito...which one got you drunk? - Balázs Gandera
  33. 33. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Attribution Modeling Attempting to Give Credit Where Credit is Due 33
  34. 34. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Google Analytics vs. AdWords ...Et Tu, Google? 34 Find this chart at https://support.google.com/analytics/answer/2679221?hl=en
  35. 35. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Conversion Review Benefits of Auditing Conversions 35 • To understand what’s tracking, you’ll need to roll up your sleeves and dig into the data. • Conversions can mean anything. You need to assign value based on account objectives. • A conversion tracking audit will uncover key information to build your funnels and make sure they’re working. • Different attribution models will lead to different conversion counts. • Auditing your conversions will help inform your funnels.
  36. 36. Conversion Funnels
  37. 37. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 37 Customer Journey Traditional Funnel Looks Like...
  38. 38. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Customer Journey Today’s Funnel Looks Like... 38 DECISIONEVALUATIONINTERESTAWARENESS WebinarPodcast Demo White Paper Nurture Stream Web Content Wiki VideoWeb Content Free Trial Support Center Contests Call Extension Comparison Guide Social Checklist Mail Email Blog Posts RETENTION Consultation Web Content Quote Call-center Purchase
  39. 39. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Non-Branded Paid Search It Touches Every Stage of the Customer Journey 39 • Non-Branded Paid Search has heaviest impact on Awareness - Evaluation stages. • Non-Branded solely in Decision stage often leads to lower conversion rates. • If your purchase cycle is long, don’t expect to seal the deal on the first interaction. • Use the Google tool to identify high-impact stages. Start building out your strategy to address the entire customer journey. https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/
  40. 40. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Branded Paid Search Capitalize on Your Marketing Efforts 40 • Important role in the customer journey. • More often in the later stages of the customer journey. • Vital role in early stages if you have other marketing campaigns running. • Don’t miss out on capturing the sale for all the previous marketing you’ve done. • Especially important if your brand has Adwords competition.
  41. 41. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Right Content - Right Time Align Content and Delivery to Customer Journey 41 Awareness Interest Evaluation Decision https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/
  42. 42. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Identifying Needs Serving the Right Content at the Right Time 42 INTEREST Webinar Nurture Stream Video Call Extension Checklist Interest EVALUATION Demo Web Content Free Trial Comparison Guide Mail EvaluationAWARENESS Podcast White Paper Web Content Contests Blog Posts Awareness Wiki Support Center Social Email RETENTIONRetentionDECISIONDecision Consultation Quote Call-center Purchase
  43. 43. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Customer Journey Needs Evolve 43 = Issue / Opportunity = Solution = Comparison / Reviews = Branded Solution = Branded Help/Support
  44. 44. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Customer Journey Needs Evolve 44 = Why do my feet hurt? = Shoes for plantar fasciitis = Best shoes for plantar fasciitis = Brandname + product = Newsletter
  45. 45. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Sales Team Feedback • Interviews • Feedback • Questionnaires Customer Journey 45 How to Identify Topics Per Stage Keyword Research • Google • SEMrush • Internal Searches • Wordstream • Wikipedia • Adwords Qualitative Data • Focus Groups • User Testing Competitor Research • Google • Review of Site • SpyFu • SEMrush • Moz Survey Data • Google Forms • Google Surveys • SurveyMonkey • Typeforms • SurveyGizmo
  46. 46. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Customer Journey 46 Common Topic Modifiers for Each Stage Awareness Interest Evaluation Decision Retention how to {product|service} for best buy login ideas guide compare near me help why discounts closest support what cheap find account online vs get near me comparison purchase where free locate top store legit sell scam in {location} alternative online cost sale price clearance rate lowest pricing coupons deals discount affordable quote
  47. 47. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Interest Evaluation Awareness Decision Content for the Customer Journey 47 White Paper High Intent Low Intent Low Involvement High Involvement High Quality Lead H igh Conversion Rate Low Conversion Rate Low Quality Lead E book Webinar Free Consult Blog Posts Quote Video Demo Social Comparison Guide Free Trial Web Content
  48. 48. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 48 Create Content to Match Intent and Desire Awareness Interest Evaluation Decision Retention Consultations Organic | PPC | Social Organic | PPC | Social Games Organic | PPC | Social Organic | Social Ebooks Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social Infographics Organic | Social Organic | Social Look Books Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social Tools Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social Blog Posts Organic | Social Organic | Social Organic | Social Webinars Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social Organic | PPC | Social Podcasts Organic | Social Organic | Social Organic | Social Content for the Customer Journey Not Ideal for PPC Micro Conversion Macro Conversion 50+ Content Types for the Customer Journey Check your email after the webinar to download your free Content Matrix
  49. 49. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Customer Journey How to Find Topics by Stage 49 • Keyword Research • Internal Search Data • Survey Data • Qualitative Data • Competitor Research • Input from Sales Team Framework for Measurement
  50. 50. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Customer Journey 50
  51. 51. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Customer Journey 51 Digital Measurement Framework - Where to Begin 1.Grab your PPC Conversion tracking audit. You’ve already identified goals that you’re tracking and where they align in the customer journey. If not, do so now. 2.Are all your conversions macro goals? Are you asking to much commitment up front? Identify which stages you need to address and what content and resources you have for those. 3.Align your content and goals to the customer journey. Early stages of DMF should contain micro goals. Use each stage as a complement to one another and to measure your marketing effectiveness. 4.Build awareness early to re-market and nurture leads. Continue to use Paid Search to touch leads wherever and whenever they’re ready to purchase. For more info on Goal Setting for Digital Measurement Framework: http://www.slideshare.net/blastam/goal-setting-for-digital-measurement-success http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/
  52. 52. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 52 Customer Journey Conversion Funnel Review • Paid Search can be used in any stage of the Customer Journey. • Audit what resources you have for each stage. • Macro goal content, while high value, has low conversion. You need micro-goal content to interact with customers in early stages. • Develop content to reach customers where and when they are ready. • Once in your funnel, continue to touch base and educate through marketing automation.
  53. 53. Post-Conversion Marketing
  54. 54. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels AwarenessLeadPostWeb-Conversion Post-Conversion Marketing A Lot Happens After Web Conversion 54 http://www.hubspot.com/free-marketing-resources Visit Hubspot For free marketing resources Many interactions take place behind the scenes that can’t be counted in Google Analytics and AdWords. These interactions are vital to a successful sale and dictate what can be deemed a good or bad lead. CustomerJourney
  55. 55. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 55 What Keeps People Moving Through the Funnel?
  56. 56. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Lower Desire: Web content, email opens, whitepapers, etc Mid Desire: Webinars, free trials, demos, guides, etc High Desire: Quotes, tours, consultations, etc Post-Conversion Marketing Focus on Strategy: Scoring 56 Develop a lead scoring methodology that aligns with the customer journey and alerts the sales team when leads are “sales-ready.” Download Marketo’s Definitive Guide to Lead Scoring www.marketo.com/definitive-guides/lead-scoring/
  57. 57. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Post-Conversion Marketing Focus on Strategy: Lead Nurturing 57 Build a strategy to send the right content, to the right segment, at the right time. EXAMPLE NURTURE Segment AwarenessAwareness Content #1 Day 1 Content #2 Day 7 Content #3 Day 14 Content #4 Day 21 InterestInterest Content #5 Day 28 Content #6 Day 35 Content #7 Day 42 Content #8 Day 49 More than a quarter of marketers (26%) get 10% to 20% better response from lead nurture campaigns versus standard campaigns, and another quarter get 20% to 30% better responses to lead nurture campaigns compared to non-nurtures. (Demand Gen Report, 2015) Download Pardot’s Complete Guide to Lead Nurturing www.pardot.com/whitepapers/complete-guide-lead-nurturing/
  58. 58. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Marketing Automation Resources to Get You Started 58 Download Pardot’s Complete Guide to Lead Nurturing www.pardot.com/whitepapers/complete-guide-lead-nurturing/ Download Marketo’s Definitive Guide to Lead Scoring www.marketo.com/definitive-guides/lead-scoring/
  59. 59. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Marketing vs. Sales Age Old Challenge 59 Summary slide
  60. 60. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels I drove bad quality leads?
  61. 61. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Bad Quality Leads General Questions to Ask 61 • Why were the leads bad? Can you explain in more detail? Incorrect info? Not ready to talk? Uneducated about the product? • Did the lead go directly from conversion to phone call? • How long is your sales cycle? • If this was their first touch point with your company, is it fair to expect a prospect to be “good” if the sales cycle is six months? Tip Sales, automation, and paid teams should collaborate closely to ensure quality leads are entering funnel and properly nurtured. If the lead lifecycle is long, poor quality leads could go unnoticed for too long, causing your sales funnel to dry up.
  62. 62. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 62 • Were the leads MQLs? • Do you have lead scoring in place? • What does your lead nurturing program look like? • What is the Prospect to MQL to SQL rate? Tip A successful marketing automation platform has a documented strategy for success. Testing and refinement are a continual process for maximizing ROI. Bad Quality Leads Marketing Automation Questions to Ask
  63. 63. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels 63 • How many qualified leads came from other sources? • How does this compare across channels? • What campaigns drove the “bad leads?” Tip When all systems are working together during the customer journey, you can monitor performance across channel, campaign, and messaging to attract, convert, and retain prospects. Bad Quality Leads Source and Campaign Questions to Ask
  64. 64. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Post-Conversion Review Summary 64 CustomerJourney LeadPostWeb-ConversionAwareness • Nurture leads until they’re ready to purchase. • Marketing automation systems help send relevant and contextual information at the right time. • Use a data-driven approach to help answer questions around “bad quality leads.” Compare to other sources and campaigns. • Don’t expect marriage on first date. Continue to develop relationship and send to sales team with prospect is ready.
  65. 65. @jesseteske@amyppcTaking the Guesswork Out of PPC Funnels Overall Review Takeaways 65 • Use conversion tracking audit to build your funnels and ensure they’re working. • Conversions can mean anything. Assign value based on account objectives. • Different attribution models will lead to different conversion counts. • Paid Search can be used in any stage of the customer journey. • Develop content that matches the user’s desire and intent for each stage of the customer journey. • Don’t expect marriage on first date. Continue to develop relationship after the micro conversion. Send relevant and contextual info at the right time. • A data-driven approach helps answer questions around “bad quality leads.”
  66. 66. Amy Hebdon @amyppc Thank You! Questions? Jesse Teske @jesseteske Blast Analytics & Marketing
  67. 67. Phone (888) 252-7866 Email sales@blastam.comWeb www.blastam.com Rocklin Office 6020 West Oaks Blvd., Ste. 260 Rocklin, CA 95765 San Francisco Office 625 Second Street, Suite 280 San Francisco, CA 94107 New York Office 261 Madison Ave, 9th Floor New York, NY 10016 Seattle Office 500 Yale Avenue North Seattle, WA 98109 Los Angeles Office 7083 Hollywood Boulevard Los Angeles, CA 90028

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