The PPC Traffic
Thermometer
- Why You Should Care About Ice Cubes & Lava
JOHNATHAN DANE, FOUNDER OF KLIENTBOOST

@Kissmetrics
#Kisswebinar
@thuelmadsen

@KlientBoost
#Kisswebinar
@JohnathanDane

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

WATCH WEBINAR RECORDING NOW

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

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

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

All PPC Channels Will Work For You,
If You Stop Using Brute Force

Continuously Unlock New PPC Potential
Search Social Display Video

UNDERSTANDING PPC
THREAT LEVELS

Ever Launched a PPC Campaign
That Didn’t Work?

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

The PPC Intent & Threat Scale
Conversion
Intent
Conversion
Threat

The PPC Intent & Threat Scale
Conversion
Intent
Conversion
Threat

The PPC Intent & Threat Scale

The PPC Intent & Threat Scale
Display SearchVideo Social

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

How It Works With Your Funnel
Awareness = Display
Opinion = Video
Consideration = Social
Preference = Search
Purchase = $

So What Does This Mean?
=
=

Different Types of PPC Visitors,
Need Different Types of Offers

They don’t know you and they’re not
looking for what you offer.
Cold Visitors

They’re interested in what you offer,
but not sure if you’re their solution.
Warm Visitors

They’re searching for your brand name
and want to do business with you.
Hot Visitors

When new PPC channels aren’t
working, it’s because you’re not
matching your call-to-action with their
temperature.
Testing New Offers…

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?”

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/

This Is Why Lowering
The PPC Threat Is So Important
- 89% conv/rate increase
- 95% confidence level

You Can Add More Form Fields & More Steps
To Increase Conversions Rates
- 152% conv/rate increase
- 99% confidence level

But Lower The PPC Threat First
- 62% conv/rate increase
- 95% confidence level

This Works For All Industries,
Small and Big

MULTI INTENT
KEYWORDS

All Keywords
Have Different Conversion Rates
Awareness Consideration Action
“best coding
languages” “learn to code” “learn ruby on
rails”

But More Importantly,
They Have Different Sales Rates, Too
Awareness Consideration Action
“best coding
languages” “learn to code” “learn ruby on
rails”

Remember The “Chuck Norris PPC Cycle”?
ACTION!
Interest
“Learn To Code”
Awareness
“BestCodingLanguages”
Consideration
“LearnRubyOnRails”

Which Keyword is Performing Best?
?
Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV

Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
Which Keyword is Performing Best?
?

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

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

Less Ad Spend, Same Sales
VS

How do you track keyword level
or placement level sales?
?

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} …

Use Hidden Fields

POWERFUL BACKEND
PLUMBING

Upgrade Your Prospects Along The Way

By 1-Upping Your Marketing Funnel
+
+
+

Use Custom Google Analytics Retargeting…

And Lookalike Audiences…

The Higher Your Threat,
The Colder Your Traffic,
The More Nurturing Is Needed
Value Value
Thought
Leadership
Value Conversion

The Lower Your Threat,
The Warmer Your Traffic,
The Less Nurturing Is Needed
Value Conversion

Remember This:
The PPC Intent & Threat Scale
Conversion
Intent
Conversion
Threat

Types of Micro Conversions

Types of Micro Conversions
Time On Site

Types of Micro Conversions
Time On Site
Scroll Depth

Types of Micro Conversions
Time On Site
Scroll Depth
Form Field Completion

Types of Micro Conversions
Time On Site
Scroll Depth
Form Field Completion
Button ClickFREE TRIAL

Your Micro Conversion
Path is Linear in Nature
Time on Site

Scroll Depth

Form Field Completion

Button Click
FREE TRIAL

Conversion

Where are your visitors dropping off?
?

Add In Google Analytics Data

Use Hotjar To Track Fields

Each Network Will Have
Its Own Micro Conversion Path

LEARN MORE NOW
Discover how Kissmetrics can help you optimize your marketing

THUE MADSEN
Marketing Operations Manager, Kissmetrics
@ThueLMadsen
tmadsen@kissmetrics.com
Questions?
JOHNATHAN DANE
CEO/Founder, KlientBoost
@JohnathanDane
johnathan@klientboost.com