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@KlientBoost #EliteCamp2016 KlientBoost.com
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
@KlientBoost #EliteCamp2016 KlientBoost.com
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
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?
=
=
@KlientBoost #EliteCamp2016 KlientBoost.com
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/
Even Peep Said It…
“The best thing you can do to improve conversions 

is to get rid of as many fields as possible.”


- Peep Laja
Source: http://conversionxl.com/14-steps-to-building-sign-up-forms-that-convert/
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
@KlientBoost #EliteCamp2016 KlientBoost.com
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
@KlientBoost #EliteCamp2016 KlientBoost.com
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
@KlientBoost #EliteCamp2016 KlientBoost.com
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
Thank You!
@KlientBoost #EliteCamp2016 KlientBoost.com

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