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How to Qualify Your PPC Traffic & Increase Conversions
1.
2. Brad Geddes!
Founder,!
Certified Knowledge &
AdAlysis.com
Thank you for joining us!
We’ll be starting in just a few minutes
#unwebinar @unbounce @bgtheory ! !!
Oli Gardner!
Unbounce Co-Founder &
Creative Director
How To Qualify Your PPC Traffic & Increase Conversions
10. #unwebinar @unbounce @bgtheory ! !!
1000 Searches!
General Ad with High
CTR / No
Qualification!
10% CTR on Ad!
(100 people see our
page)!
1% Landing Page
Conversion Rate!
1 Customer!
1000 Searches!
Excellent Ad
Qualification!
5% CTR on Ad!
(50 People see
our page)!
10% Landing
Page
Conversion Rate!
5 Customers!
Why We Test Ads for Landing Pages!
How To Qualify Your PPC Traffic & Increase Conversions
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Searches! Clicks! Cost Per Click! Cost! Conversions! CPA!
Unqualified
Ad!
1000! 100! $1! $100! 1! $100!
Qualified Ad! 1000! 50! $1! $50! 5! $10!
The Economics of Ad Testing!
How To Qualify Your PPC Traffic & Increase Conversions
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• Use most qualified search queries!
• Test ads!
• Test landing pages!
!
Successful Marketers do All Three!
!
Today we’re going to focus on the traffic driver: PPC Ads!
Increasing PPC Conversion Rates!
How To Qualify Your PPC Traffic & Increase Conversions
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Answer: Technically 1, but you don’t have enough data!!
Which Ad is Best?!
How To Qualify Your PPC Traffic & Increase Conversions
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The Real Answer:!
• Ad 1 is Best for Mobile!
• Ad 2 Is Best for Desktops!
Real Answer: It Depends by Device!
How To Qualify Your PPC Traffic & Increase Conversions
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Make Sure You Use “Mobile Preferred”!
How To Qualify Your PPC Traffic & Increase Conversions
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Count of Ad! !
Row Labels! Mobile! All!
Ad Group 1! 2!
Ad Group 2!
Ad Group 3! 1! 2!
Ad Group 4! 3! 2!
Ad Group 5! 10!
Ad Group 6! 2! 6!
Ad Group 7! 1! 7!
Ad Group 8! 1! 6!
Ad Group 9! 7!
Your Multi-Device Ad Groups Should Use Each Ad Type!
How To Qualify Your PPC Traffic & Increase Conversions
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Source: http://www.businessinsider.com/mobile-advertising-growth-in-2014-2013-12!
Mobile Growth!
How To Qualify Your PPC Traffic & Increase Conversions
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• Impression!
• Click!
• CPC!
• Impression & Click:!
• CTR!
• Conversions!
• Average sale amount!
PPC Metrics For Ad Testing!
How To Qualify Your PPC Traffic & Increase Conversions
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• Impression!
• Click!
• CPC!
• Impression & Click:!
• CTR!
• Conversions!
• Average sale amount!
Conversion Rate!
How To Qualify Your PPC Traffic & Increase Conversions
24. #unwebinar @unbounce @bgtheory ! !!
• Impression!
• Click!
• CPC!
• Impression & Click:!
• CTR!
• Conversions!
• Average sale amount!
CPA: Cost Per Acquisition!
How To Qualify Your PPC Traffic & Increase Conversions
25. #unwebinar @unbounce @bgtheory ! !!
• Impression!
• Click!
• CPC!
• Impression & Click:!
• CTR!
• Conversions!
• Average sale amount!
ROAS or ROI!
Note: ROAS is a good bid management strategy if you watch the volume.!
How To Qualify Your PPC Traffic & Increase Conversions
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Metrics Should Start at the Impression!
How To Qualify Your PPC Traffic & Increase Conversions
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Take into Account Conversions & Sale Amount!
How To Qualify Your PPC Traffic & Increase Conversions
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• Impression!
• Click!
• CPC!
!
• Impression & Click:!
• CTR!
!
• Conversions!
• Average sale amount!
Great for CPA Target Accounts
Not great for accounts with margins and variable sales amounts
How To Qualify Your PPC Traffic & Increase Conversions
CPI: Conversion Per Impression!
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CPI = (Conversions) / (Impressions)!
How To Qualify Your PPC Traffic & Increase Conversions
Calculating Conversion Per Impression!
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PPI = (Revenue – Cost)/ (Impressions)!
If you have margins, hard costs, etc – remove those before calculations.!
How To Qualify Your PPC Traffic & Increase Conversions
Profit Per Impression!
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If 2 more sales a year at $25 Sale:!
Don’t Forget Lifetime Value!
How To Qualify Your PPC Traffic & Increase Conversions
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Data after 97 impressions!
Ad! Impressions! Clicks! CTR! Z-Score! Confidence!
Control! 40! 1! 2.5%! N/A!
Ad 2! 33! 5! 15.15%! 1.88! 97.03%!
Ad 3! 24! 0! 0%! -1.01! 15.57%!
Data after 3163 impressions!
Ad! Impressions! Clicks! CTR! Z-Score! Confidence!
Control! 1023! 23! 2.25! N/A!
Ad 2! 993! 29! 2.92%! 0.95! 82.9%!
Ad 3! 1147! 56! 4.88%! 3.35! 99.96%!
Minimum Viable Data!
How To Qualify Your PPC Traffic & Increase Conversions
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Always Use Rotate for Testing!
How To Qualify Your PPC Traffic & Increase Conversions
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Time!
Minimum: 1 week. Each day has different characteristics. Allow those variances to run over a week’s time.!
Better: 1 month. Each week has variances (especially pay week). Allow that to play over a month’s time.!
Ideal: 3 buying cycles (with a minimum of one month)!
!
Traffic!
Minimum 300 clicks per ad.!
Better: 500 clicks per ad!
Ideally: 1000 clicks per ad.!
One needs to allow enough potential conversions per ad (i.e. clicks) to give each ad adequate time to perform before making
decisions.!
!
Conversions:!
Minimum: 7 conversions per ad!
Ideally: 15+ conversions per ad.!
!
Minimum Data Recommendations!
How To Qualify Your PPC Traffic & Increase Conversions
45. #unwebinar @unbounce @bgtheory ! !!
Mobile CTR! Desktop CTR!
Call Us! 11.2% (includes calls)! 5.2%!
Contact Us! 4.1%! 6.9%!
Example.com/Things! 4.2%! 5.3%!
M.example.com/things (or
example.com/mobile)!
8.2%! N/A!
Find the Nearest Store! 7.6%! 4.5%!
Shop Now! 2.1%! 5.8%!
A Few Examples of Why To Test by Device & Ad Lines!
How To Qualify Your PPC Traffic & Increase Conversions
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Testing Ads With One Landing Page!
How To Qualify Your PPC Traffic & Increase Conversions
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Test 2 Ads With 2 Landing Pages!
How To Qualify Your PPC Traffic & Increase Conversions
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Testing Ads With Responsive Design Pages!
How To Qualify Your PPC Traffic & Increase Conversions
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Testing Ads With Dedicated Mobile & Desktop Pages!
How To Qualify Your PPC Traffic & Increase Conversions
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Visit adAlysis.com for Early Beta Access!
adAlysis: Powerful Ad Testing Made Easy!
How To Qualify Your PPC Traffic & Increase Conversions