How to optimise your Google Adwords SEM funnel
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Mark Vozzo provides a behind the scenes look at his SEM Funnel and how to optimise keywords for maximum Return on Investment (ROI). He will provide tips on optimising Click-through-rate, Form Completion Rate, Lead Conversion Rate and Pipe-to-Spend. This was a presentation delivered at Web Analytics Wednesday, Sydney on 23 July 2014. For more details visit blog post - http://blogs.salesforce.com/au/2014/07/adwords-sem-funnel.html
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How to optimise your Google Adwords SEM funnel
- 1. @markvozzo Optimising your SEM Funnel A behind the scenes look at how to optimise SEM campaigns for maximum ROI. Mark Vozzo Senior Manager, Inbound Marketing (APAC) Salesforce.com Meeting Date: 23rd July 2014
- 2. @markvozzo About Mark Vozzo Australia Australia (Sydney, Melbourne, Brisbane) Australia, USA Australia, NZ USA, Singapore, Malaysia, HK, China, Taiwan, Korea, India, Japan.
- 5. @markvozzo History Lesson: Elias Lewis In 1898, E. St. Elmo Lewis developed a model which mapped a theoretical customer journey from the moment a brand or product attracted consumer attention to the point of action or purchase. Source: Wikipedia “Purchase Funnel” Image Source: advertisinghall.org
- 7. @markvozzo Online Lead Generation - SEO - SEM - Banners - Email - Social Media Online Marketing Offline Sales Offline Lead Qualification - Sales Reps - Phone calls - Customer visits
- 8. Cost per Week: $1,000 Conv. per Week: 20 Avg. Cost per Conv.: $50 Marketing Cost per Week: $500 Conv. per Week: 50 Avg. Cost per Conv.: $10 * Example Data SEM Campaign A SEM Campaign B
- 9. @markvozzo Cost Per Conversion Funnel Keyword Impressions Clicks Form Comps (Conv.) Ad Spend ($) Marketing Cost-per- Conversion
- 10. @markvozzo Online Lead Generation - SEO - SEM - Banners - Email - Social Media Online Marketing Offline Sales Offline Lead Qualification - Sales Reps - Phone calls - Customer visits
- 11. # of Leads 5 (25% Close Rate) Weekly Revenue: $50,000 (Avg. Deal = $10K) Cost per Week: $1,000 Conv. per Week: 20 Avg. Cost per Conv.: $50 # of Leads 10 (20% Close Rate) Weekly Revenue: $10,000 (Avg. Deal = $1K) MarketingSales Cost per Week: $500 Conv. per Week: 50 Avg. Cost per Conv.: $10 * Example Data SEM Campaign A SEM Campaign B
- 12. # of Leads 5 (25% Close Rate) Weekly Revenue: $50,000 (Avg. Deal = $10K) Cost per Week: $1,000 Conv. per Week: 20 Avg. Cost per Conv.: $50 # of Leads 10 (20% Close Rate) Weekly Revenue: $10,000 (Avg. Deal = $1K) MarketingSales Cost per Week: $500 Conv. per Week: 50 Avg. Cost per Conv.: $10 * Example Data SEM Campaign A SEM Campaign B
- 13. @markvozzo Pipe To Spend Funnel Keyword Impressions Clicks Form Comps Leads Oppty Ad Spend ($) Pipeline ($) MarketingSales Optimising SEM spend to deliver the most Pipeline $
- 14. @markvozzo About the SEM program at Salesforce.com
- 15. @markvozzo Where I’m buying keywords
- 16. @markvozzo Optimising CTR KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% A) Click Thru Rate (CTR) $Pipeline MarketingSales
- 17. @markvozzo How to optimise Click-Thru-Rate (CTR) 1. Search Keywords 2. SEM Adcopy crm Make sure your keyword appears in Adcopy “Title” and also in the description line 1 and/or 2.
- 18. @markvozzo Example: “What is CRM” CTR = 5.9% (Avg. CTR across entire “Non-Brand” Keywords = ~2.3%) BOLD BOLD BOLD
- 19. @markvozzo In order to maximise ROI by Keyword, this means we must track everything down to each Keyword.
- 21. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% X% X% X% A) Click Thru Rate (CTR) $Pipeline B) Form Conv. Rate (FCR) MarketingSalesOptimising FCR
- 22. @markvozzo How to improve FCR: Same keyword, same ad & same offer, but different landing page… 7% Form Completion Rate 11.5% Form Completion Rate +4.5%
- 23. @markvozzo When a form is submitted, Keyword data is sent. Upon submit, “Form Data” along with the “Keyword Data” is sent to CRM via the Web-to-Lead functionality.
- 25. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% X% X% X% A) Click Thru Rate (CTR) $Pipeline B) Form Conv. Rate (FCR) C) Lead Conv. Rate (LCR) MarketingSalesOptimising LCR
- 26. @markvozzo Arm the Sales Reps for success. They can review Prospect’s activities prior to calling
- 27. @markvozzo Campaign History: Allows Sales Reps to review prospect’s marketing touches Sales Rep have access to all the marketing campaign touches (form submits). This provides them with background on their interests, level of engagement etc. to help them close more effectively. Free Trial Signup Google Search Email Nurture (Step 1) Watched a CME Demo
- 28. Marketing can provide detailed campaign information to Sales Reps to help them. What Keyword? What SEM Landing Page? Which Video? Which Product? What Pitch?
- 29. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% X% X% X% A) Click Thru Rate (CTR) $Pipeline B) Form Conv. Rate (FCR) C) Lead Conv. Rate (LCR) D) Flip Rate MarketingSalesOptimising Flip Rate
- 30. @markvozzo Both Marketing and Sales can see how things are going from a single source of truth. $ Spend # Leads # Deals $ Revenue MarketingSales * Example Data If we see lead flow high, but very few deals close, this allows Marketing & Sales to have a conversation around numbers (rather than Sales just saying “leads are poor quality”). Example Q’s: Do Sales Reps need more training? Is Marketing producing too many leads? Do we have enough sales headcount?
- 31. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% X% X% X% A) Click Thru Rate (CTR) $Pipeline B) Form Conv. Rate (FCR) C) Lead Conv. Rate (LCR) D) Flip Rate E) Pipe-to-Spend Ratio MarketingSales
- 32. Spend is optimised to Pipeline based on CRM data
- 33. @markvozzo Limited SEM budget means I need to improve ROI on expensive “Non-Brand” Keywords Non-Brand Keywords are 30X more expensive that Brand Keywords
- 35. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend X% X% X% X% A) Click Thru Rate (CTR) $Pipeline B) Form Conv. Rate (FCR) C) Lead Conv. Rate (LCR) D) Flip Rate E) Pipe-to-Spend Ratio
- 36. @markvozzo KW Impressions Clicks Form Comps Leads Oppty $Ad Spend 6.1% 44% 27% 2.4% A) Click Thru Rate (CTR) [+1%] $Pipeline B) Form Conv. Rate (FCR) [+1%] C) Lead Conv. Rate (LCR) [+1%] D) Flip Rate [+1%] If we improve each step in the funnel by just +1%, we would see a 75% increase in annual pipeline. ROI
- 39. @markvozzo Online Lead Generation - SEO - SEM - Banners - Email - Social Media Online Marketing Offline Sales Offline Lead Qualification - Sales Reps - Phone calls - Customer visits
- 40. @markvozzo Any Questions? • Check out the Salesforce blog http://blogs.salesforce.com/au Mark Vozzo Email: mvozzo@salesforce.com Twitter: @markvozzo Linkedin: linkd.in/mvozzo NEXT STEPS: Download this slide deck here.
- 41. @markvozzo
- 42. @markvozzo Want to learn more about SEO? Read my blog post and slides “7 Secrets to Search Marketing Success”