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The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava

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Ever wonder why your new PPC campaigns aren't working as you had hoped? Could it be your targeting, your messaging, or your offer?

The truth is, it comes to a combination of the temperature of your PPC traffic and whether or not your landing page offer matches that temperature.

At KlientBoost, Johnathan Dane measures that as conversion intent, and with over 100 clients in different verticals, Johnathan had been able to test his way to a formula of PPC success that works for search, social, display, and video.

Join this webinar and you'll learn the equations that will help you:

Launch any PPC campaign and immediately get conversion success
Understand the offer sequence that you can create for any industry
Tie it all back to revenue generated so it becomes predictable

Published in: Marketing
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The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava

  1. 1. The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & Lava JOHNATHAN DANE, FOUNDER OF KLIENTBOOST
  2. 2. @Kissmetrics #Kisswebinar @thuelmadsen
  3. 3. @KlientBoost #Kisswebinar @JohnathanDane
  4. 4. Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Johnathan Dane is the founder of KlientBoost, 
 a PPC agency that obsesses over beautifully designed landing pages and aggressive PPC testing. He’s an international speaker and a handsome Danish person just like Thue. JOHNATHAN DANE CEO/Founder, KlientBoost @JohnathanDane
  5. 5. WATCH WEBINAR RECORDING NOW
  6. 6. The PPC Thermometer Why You Should Care About Ice Cubes & Lava
  7. 7. PPC & CRO Plateaus Are Real 13,000 9,000 5,000 $4.20 $3.60 $3.00 February 2016 Cost / Converted Click vs Converted Clicks June 2016
  8. 8. 13,000 9,000 5,000 $4.20 $3.60 $3.00 February 2016 Cost / Converted Click vs Converted Clicks June 2016 But We Can Do Something About Them
  9. 9. All PPC Channels Will Work For You, If You Stop Using Brute Force
  10. 10. Continuously Unlock New PPC Potential Search Social Display Video
  11. 11. UNDERSTANDING PPC THREAT LEVELS
  12. 12. Ever Launched a PPC Campaign
 That Didn’t Work?
  13. 13. You Weren’t Obeying The “Chuck Norris PPC Cycle” Video visitors start here Search visitors could start here Social visitors start here Display visitors start here ACTION! Interest Awareness Consideration
  14. 14. The PPC Intent & Threat Scale Conversion 
 Intent Conversion 
 Threat
  15. 15. The PPC Intent & Threat Scale Conversion 
 Intent Conversion 
 Threat
  16. 16. The PPC Intent & Threat Scale
  17. 17. The PPC Intent & Threat Scale Display SearchVideo Social
  18. 18. Your Offers Need To Match 
 Your PPC Channel Temperature Coupon Checklist/Cheatsheet Toolkit Calendar Podcast Email Course Swipe File Infographic White Paper Industry Stats Quiz Coupon Video Course Live Demo Tickets Giveaway eBook T-Shirt Demo Trial Case Study Webinar Consultation Quote Purchase Demo Trial
  19. 19. How It Works With Your Funnel Awareness = Display Opinion = Video Consideration = Social Preference = Search Purchase = $
  20. 20. So What Does This Mean? = =
  21. 21. Different Types of PPC Visitors, 
 Need Different Types of Offers
  22. 22. They don’t know you and they’re not looking for what you offer. Cold Visitors
  23. 23. They’re interested in what you offer, 
 but not sure if you’re their solution. Warm Visitors
  24. 24. They’re searching for your brand name and want to do business with you. Hot Visitors
  25. 25. When new PPC channels aren’t working, it’s because you’re not matching your call-to-action with their temperature. Testing New Offers…
  26. 26. The fastest way to gain PPC traction, 
 is by lowering “the ask” of what you want the visitor to do. By Lowering The “Threat” “Does your car qualify for uber?”
  27. 27. When Expert Advice, 
 Doesn’t Always Make Sense for PPC “Eliminating unnecessary form fields can significantly 
 increase the conversion rate of your contact form.” - Neil Patel “If you want to increase form conversions, 
 you must consider reducing the number of fields.” - Oli Gardner Source: https://www.quicksprout.com/2012/06/25/5-ways-to-improve-your-contact-form-conversion-rate/ Source: http://unbounce.com/conversion-rate-optimization/how-to-optimize-contact-forms/
  28. 28. This Is Why Lowering 
 The PPC Threat Is So Important - 89% conv/rate increase - 95% confidence level
  29. 29. You Can Add More Form Fields & More Steps
 To Increase Conversions Rates - 152% conv/rate increase - 99% confidence level
  30. 30. But Lower The PPC Threat First - 62% conv/rate increase - 95% confidence level
  31. 31. This Works For All Industries, Small and Big
  32. 32. MULTI INTENT KEYWORDS
  33. 33. All Keywords 
 Have Different Conversion Rates Awareness Consideration Action “best coding languages” “learn to code” “learn ruby on rails”
  34. 34. But More Importantly, They Have Different Sales Rates, Too Awareness Consideration Action “best coding languages” “learn to code” “learn ruby on rails”
  35. 35. Remember The “Chuck Norris PPC Cycle”? ACTION! Interest “Learn To Code” Awareness “BestCodingLanguages” Consideration “LearnRubyOnRails”
  36. 36. Which Keyword is Performing Best? ? Keyword 1 Keyword 2 $5 $5 50% 25% $10 $20 POP QUIZ COST/CLICK CONV/RATE COST/CONV
  37. 37. Keyword 1 Keyword 2 $5 $5 50% 25% $10 $20 POP QUIZ COST/CLICK CONV/RATE COST/CONV Which Keyword is Performing Best? ?
  38. 38. Which Keyword is Performing Best? ? Keyword 1 Keyword 2 $5 $5 50% 10% 25% 50% $10 $20 POP QUIZ COST/CLICK CONV/RATE SALE/RATECOST/CONV $100 $40 COST/SALE
  39. 39. Which Keyword is Performing Best? ? Keyword 1 Keyword 2 $5 $5 50% 10% 25% 50% $10 $20 POP QUIZ COST/CLICK CONV/RATE SALE/RATECOST/CONV $100 $40 COST/SALE
  40. 40. Less Ad Spend, Same Sales VS
  41. 41. How do you track keyword level 
 or placement level sales? ?
  42. 42. How do you track keyword level 
 or placement level sales? ? Manual UTM Parameters or Automatic ValueTrack Parameters mylandingpage.com/?GA_network={network}&GA_device={device}&GA_campaign={campaignid}&GA_adgroup={adgroupid}&GA_target={target}&GA_placement={placement} …
  43. 43. Use Hidden Fields
  44. 44. POWERFUL BACKEND PLUMBING
  45. 45. Upgrade Your Prospects Along The Way
  46. 46. By 1-Upping Your Marketing Funnel + + +
  47. 47. Use Custom Google Analytics Retargeting…
  48. 48. And Lookalike Audiences…
  49. 49. The Higher Your Threat, The Colder Your Traffic, The More Nurturing Is Needed Value Value Thought
 Leadership Value Conversion
  50. 50. The Lower Your Threat, The Warmer Your Traffic, The Less Nurturing Is Needed Value Conversion
  51. 51. Remember This:
 The PPC Intent & Threat Scale Conversion 
 Intent Conversion 
 Threat
  52. 52. Types of Micro Conversions
  53. 53. Types of Micro Conversions Time On Site
  54. 54. Types of Micro Conversions Time On Site Scroll Depth
  55. 55. Types of Micro Conversions Time On Site Scroll Depth Form Field Completion
  56. 56. Types of Micro Conversions Time On Site Scroll Depth Form Field Completion Button ClickFREE TRIAL
  57. 57. Your Micro Conversion 
 Path is Linear in Nature Time on Site
  58. 58. Scroll Depth
  59. 59. Form Field Completion
  60. 60. Button Click FREE TRIAL
  61. 61. Conversion
  62. 62. Where are your visitors dropping off? ?
  63. 63. Add In Google Analytics Data
  64. 64. Use Hotjar To Track Fields
  65. 65. Each Network Will Have 
 Its Own Micro Conversion Path
  66. 66. LEARN MORE NOW Discover how Kissmetrics can help you optimize your marketing
  67. 67. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions? JOHNATHAN DANE CEO/Founder, KlientBoost @JohnathanDane johnathan@klientboost.com

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