This document provides tips and hacks for PPC growth, including: - Testing granular ad grouping strategies like single keyword/product ad groups. - Understanding the difference between controlled and uncontrolled targeting options. - Using a blueprint for building layered Facebook audiences. - Implementing smoke testing to validate new marketing ideas with minimal effort. - Optimizing campaigns by working backwards from sales data to highest performing keywords/placements.

1. PPC Growth—7 Hacks You Need
to Test
Johnathan Dane, KlientBoost

2. PPC GROWTH
7 Hacks You Need To Test
@JohnathanDan
e
#GHConf17 KlientBoost.com

3. THE ICEBERG EFFECT
(GRANULARITY = PREDICTABILITY)
@JohnathanDane #GHConf17 KlientBoost.com

4. THINK ABOUT THE EXTREMES
CHAOSSIMPLICITY
!"
1 ad group/all keywords
1 ad set/all audiences
1 ad group/1 keyword
1 ad set/1 audience
Most marketers

5. CONTROLLED vs UNCONTROLLED
Search Terms
(uncontrolled)
Keywords
(controlled)
AdWords Search

6. WITH SEARCH…WITH SEARCH…

7. CONTROLLED vs UNCONTROLLED
Placements
(uncontrolled)
Targeting
(controlled)
AdWords Display

8. WITH DISPLAY…WITH DISPLAY…

9. CONTROLLED vs UNCONTROLLED
Breakdown
(uncontrolled)
Audience
(controlled)
Facebook

10. WITH FACEBOOK…WITH FACEBOOK…

11. • For Search: Higher CTRs, Higher Quality Scores, Lower CPC,
Lower CPA
• For Shopping: Easier Bidding, More Controlled ROAS
• For Display: Consistent & predictable conversion channel
• For Facebook: Identify the audiences that have highest ROI
WHY SHOULD YOU CARE?

12. • For Search: Use Single Keyword Ad Groups (SKAGs)
• For Shopping: Use Single Product Ad Groups (SPAGs)
• For Display: Extract contextually relevant placements
• For Facebook: Lessen the amount of audience layers
HOW DO YOU DO IT?

13. OUR FACEBOOK BLUEPRINT
(GETTING YOU 90% THERE)
@JohnathanDane #GHConf17 KlientBoost.com

14. • Exhaust all custom audience builds
First buyers/converters, then carters/funnelers, then email listers/site
visitors.
• Create 1% lookalikes from those custom audiences (1%-5% of
buyers)
Keep in mind that LALs might not convert on same custom audience
offer (colder traffic). Layer audiences on top if performance doesn’t
follow.
• Then, saved audiences last
• 1 ad set = 1 audience
Exclude appropriate audiences.
YOUR AUDIENCES

15. • Dark post ads
Build social proof and use same ads across different ad sets.
• Ad variation
Front load the creation of different ad variations - benefits/features,
testimonials, BOFU offers.
• Ad types
Front load the creation of different ad types - images, carousels,
videos, etc.
• Full ad war chest
Now you can test much faster.
YOUR ADS & AD TYPES

16. • Automated bidding
To get faster ad distribution, start here, then max bid to lower CPA.
• Campaign objective
Traffic or conversion 99% of the time. Traffic for building audience
quickly, conversion for controlled DR performance.
• Granularity/Iceberg Effect
With enough conversion volume, breakdown performance by
extracting or excluding.
YOUR BIDDING/CAMPAIGN STRUCTURE

17. PRE-PROMO YOUR DARK POSTSPRE-PROMO YOUR DARK POSTS

18. • See post with comments
https://www.facebook.com/
626005510833765/posts/
981246778643172
• Share link with friends
Get shares, likes, and comments.
• Then launch
Control positive vs negative
reception more easily = positive
framing.
BUILD SOCIAL PROOF BEFORE LAUNCHBUILD SOCIAL PROOF BEFORE LAUNCH
• See post with comments
https://www.facebook.com/
626005510833765/posts/
981246778643172
• Share link with friends
Get shares, likes, and comments.
• Then launch
Control positive vs negative
reception more easily = positive
framing.

19. EVERY SINGLE BULL# MARKETER DOES IT

20. • See post with comments
https://www.facebook.com/
626005510833765/posts/
981246778643172
• Share link with friends
Get shares, likes, and comments.
• Then launch
Control positive vs negative
reception more easily = positive
framing.
BUILD SOCIAL PROOF BEFORE LAUNCHDON’T BE LIKE JUICERO

21. ACCOUNT BASED
MARKETING
(Online & Offline)
@JohnathanDane #GHConf17 KlientBoost.com

22. Content here
SOMETHING GOES HEREMEET LISTENLOOP

23. Content here
SOMETHING GOES HEREFLIPPING THE FUNNEL
——— Identify
——— Expand
——— Engage
——— Advocate

24. Content here
SOMETHING GOES HERECUSTOM B2B HTML5 ADS

25. Content here
SOMETHING GOES HERECOMPANY LEVEL REPORTING

26. LET’S TAKE IT ONE STEP FURTHER

27. Content here
SOMETHING GOES HEREREVEAL & QUALIFY INCOMING VISITORS
+

28. • Prospects who have converted, but not on core offer
• Sneaky visitors who have never converted (Clearbit Reveal +
Segment)
• ABM retargeting (ListenLoop)
• Warm/cold email out reach (Clearbit Prospector + Salesloft)
• Physical mail (your mom)
COMBINE EVERYTHING TOGETHER

29. • Email & ad combo has increased email open rates by 30% and
email CTR by 25%.
• Sequential retargeting gave DiscoverOrg 76% higher conv/rate
and $4.2m more revenue.
• Sales velocity increased by 37% for Modulo and conv/rate grew
by 19%.
RESULTS?

30. TRY LISTENLOOP FOR YOURSELF
Use code “GHCLA17”
& get $300 matched ad spend
ListenLoop.com

31. HIDDEN DATA
(SECRET PIVOT TABLES)
@JohnathanDane #GHConf17 KlientBoost.com

32. • Does my sales team close more leads from CNN.com on
tablets?
• What average positions lead to higher conversion rates?
• What ad and landing page combos lead to what conversion
rates, then sales?
• Which CTAs lead to the highest conv/rate, then ROI?
• Etc…
INTERESTING INSIGHTS

33. THE 500 STARTUPS STORY
• GarmentValet - spending $30k/mo more than they were making.
• Decided to wait on marketing until everything was built.
• They built stuff that didn’t perform the way they hoped.
• Debt was piling up… so what did they do?
DOWNLOAD ANY DATA YOU WANT TO PIVOT

34. THE 500 STARTUPS STORY
• GarmentValet - spending $30k/mo more than they were making.
• Decided to wait on marketing until everything was built.
• They built stuff that didn’t perform the way they hoped.
• Debt was piling up… so what did they do?
ADD IT INTO EXCEL

35. THE 500 STARTUPS STORY
• GarmentValet - spending $30k/mo more than they were making.
• Decided to wait on marketing until everything was built.
• They built stuff that didn’t perform the way they hoped.
• Debt was piling up… so what did they do?
INSERT > PIVOT TABLE

36. THE 500 STARTUPS STORY
• GarmentValet - spending $30k/mo more than they were making.
• Decided to wait on marketing until everything was built.
• They built stuff that didn’t perform the way they hoped.
• Debt was piling up… so what did they do?
IS YOUR DATA STATISTICALLY SIGNIFICANT?

37. THE 500 STARTUPS STORY
• GarmentValet - spending $30k/mo more than they were making.
• Decided to wait on marketing until everything was built.
• They built stuff that didn’t perform the way they hoped.
• Debt was piling up… so what did they do?
WHICH COHORTS ARE ACTIONABLE?

38. SMOKE TESTING
(PPC TRAFFIC TEMPERATURES)
@JohnathanDane #GHConf17 KlientBoost.com

39. THE PIJON BOX STORY
• Plan new feature called “Add To Box” ~ 1 Week
• Build new feature called “Add To Box” ~ 2 Weeks
• Test & release new feature called “Add To Box” ~ 1 Weeks
• One Month of Work Potentially Wasted
THE PIJON BOX STORY
• Plan new feature called “Add To Box” ~ 1 Week
• Build new feature called “Add To Box” ~ 2 Weeks
• Test & release new feature called “Add To Box” ~ 1 Weeks
• One Month of Work Potentially Wasted

40. THE PIJON BOX SMOKE TEST
• Extra Inventory Idea Email ~ 1 Hour
• Same Day Launch
• Result = 9.55% email link clicks
• Future Result = profit grew 45% after real implementation
• Idea validated = better prioritization
THE PIJON BOX SMOKE TEST
• Extra Inventory Idea Email ~ 1 Hour
• Same Day Launch
• Result = 9.55% email link clicks
• Future Result = profit grew 45% after real implementation
• Idea validated = better prioritization

41. SMOKE TEST #1 - INTERCOMSMOKE TEST #1 - INTERCOM

42. SMOKE TEST #2 - EMAIL SUBSCRIBERSSMOKE TEST #2 - EMAIL SUBSCRIBERS

43. SMOKE TEST #3 - LANDING PAGE/POPUPSMOKE TEST #3 - LANDING PAGE/POPUP

44. GENERIC SEARCH = BOFU CONVERSIONSGENERIC SEARCH = BOFU CONVERSIONS

45. ACCOUNT CREATIONS WERE EASYACCOUNT CREATIONS WERE EASY

46. DOING THE SAME FOR DISPLAY?DOING THE SAME FOR DISPLAY?

47. WE CHANGED THE OFFERWE CHANGED THE OFFER

48. CONVERSIONS STARTED HAPPENINGCONVERSIONS STARTED HAPPENING

49. BUT THE BEST PART?

50. THANK YOU PAGE = ACCOUNT CREATION UPSELLTHANK YOU PAGE = ACCOUNT CREATION UPSELL

51. Conversion
Intent
Conversion
Threat
DIFFERENT CHANNELS
= DIFFERENT CONVERSION INTENT
Conversion
Intent
Conversion
Threat
DIFFERENT CHANNELS
= DIFFERENT CONVERSION INTENT

52. DIFFERENT CHANNELS
= DIFFERENT CONVERSION INTENT
Display SearchVideo Social

53. DON’T CREATE THESE YET,
SMOKE TEST THEM FIRST
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

54. BREADCRUMB TECHNIQUE
(MICRO CONVERSION GOLD)
@JohnathanDane #GHConf17 KlientBoost.com

55. ONE STEP LANDING PAGES ARE A GAMBLEONE STEP LANDING PAGES CAN BE A GAMBLE

56. Conversion
Intent
Conversion
Threat
DIFFERENT CHANNELS
= DIFFERENT CONVERSION INTENT
MOST POPULAR CRO ADVICE?
“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
“The best thing you can do to improve conversions
is to get rid of as many fields as possible.”
- Peep Laja
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/
Source: http://conversionxl.com/14-steps-to-building-sign-up-forms-that-convert/

57. EDUCATION INDUSTRY
- 62% conv/rate increase
- 95% confidence level

58. AUTOMOTIVE INDUSTRY
- 152% conv/rate increase
- 99% confidence level

59. CONSUMER GOODS INDUSTRY
- 89% conv/rate increase
- 95% confidence level

60. SOFTWARE INDUSTRY
- 381% conv/rate increase
- 95% confidence level

61. COMPLIANCE PSYCHOLOGYCOMPLIANCE PSYCHOLOGY

62. EVERY NEW CTA,
CREATES NEW FRICTION

63. SO REMEMBER YOUR TRAFFIC TEMPERATURE
& CTA TEMPERATURE
- DO THEY MATCH?
SO REMEMBER YOUR TRAFFIC TEMPERATURE
& CTA TEMPERATURE
- DO THEY MATCH?

64. WORKING BACKWARDS
(SALES > CONVERSION > TRAFFIC)
>
@JohnathanDane #GHConf17 KlientBoost.com

65. “Don’t fix the sink,
if the well is broken”
- Gary Vaynerchuk

66. OPTIMIZING FOR MEANINGFUL METRICSOPTIMIZE FOR THE MOST MEANINGFUL METRICS FIRST
- - -- - -- - -
}REVENUE LIFT
POTENTIAL
} CURRENT
PERFORMANCE

67. OPTIMIZING FOR MEANINGFUL METRICSBY WORKING BACKWARDS

68. YOU KNOW PPC WORKS,
BUT DO YOU WHAT INSIDE YOUR ACCOUNT WORKS?
Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV
YOU KNOW PPC WORKS,
BUT WHICH KEYWORDS/PLACEMENT/AUDIENCES WORK?
Keyword 1
Keyword 2
$5
$5
50%
25%
$10
$20
POP QUIZ COST/CLICK CONV/RATE COST/CONV

69. WHAT HAPPENS WHEN YOU HAVE SALES DATA
AT THE MOST GRANULAR LEVEL?
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
WHAT HAPPENS WHEN YOU HAVE SALES DATA
AT THE MOST GRANULAR LEVEL?
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

70. HERE’S TO YOUR GROWTH!
>
@JohnathanDane #GHConf17 KlientBoost.com

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