It's not often than master chefs reveal their secret recipes - but today, we're letting you in on the secret ingredients we use to hit goals for our clients. These are our go-to tactics that have the biggest performance lifts. Bon appétit 

1. THE PPC PERFORMANCE
8 Powerful Ingredients To
Get The Perfect PPC Results

2. LET’S PLAY A GAME…

3. 1) Follow the slides
2) Place your pizza slices
3) Win prizes

4. THE GRAND PRIZE
WORTH $10,000…

5. THE ICEBERG EFFECT
(GRANULARITY = PREDICTABILITY)
@JohnathanDane #CTAConf KlientBoost.com

6. CHAOSSIMPLICITY
😤😍
1 ad group/all keywords
1 ad set/all audiences
1 ad group/1 keyword
1 ad set/1 audience
Most marketers
THINK ABOUT THE EXTREMES

7. Search Terms
(uncontrolled)
Keywords
(controlled)
AdWords Search

8. WITH SEARCH…

9. Placements
(uncontrolled)
TargeJng
(controlled)
AdWords Display

10. Breakdown
(uncontrolled)
Audience
(controlled)
Facebook

11. • 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?

12. WHY SHOULD YOU CARE?
• For Search: Higher CTRs, Higher Quality Scores, Lower CPC, Lower CPA
• For Shopping: Easier Bidding, More Controlled ROAS
• For Display: More Consistent & Predictable Conversion Channel
• For Facebook: IdenMfy Audiences/Breakdown With Highest ROI

13. WHY SHOULD YOU REALLY CARE?
• Quality Score is determined at the search term, not keyword
• It’s the relevance between keyword & ad to search term
• Keyword level sales tracking is not reliable with The Iceberg Effect
• Ad & landing page tesMng becomes more consistent
• SKAGs help you get closer to 1:1, search term:keyword raMo

14. THE SKAG RULES
• Use modified broad, phrase, and exact match in the SKAG -
they’ll all perform differently with different CPCs and CPAs
• Headline & path contain the keyword - 2 ads per ad group
• Use only root keyword SKAGs to begin with
+online +college
“online college”
[online college]

15. THE SKAG RULES
• Use search term report to add ad group negaMves and
create new longer tail SKAGs

16. =
TURN BIGGER ICEBERGS INTO SMALLER ONES

17. Already taking care of The Iceberg Effect?
Give yourself some pineapple

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

19. YOUR AUDIENCES
• Exhaust all custom audience builds
First buyers/converters, then carters/funnelers, then email listers/site visitors

20. • 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). Use LTV layer or other audience layers if performance doesn’t follow.
YOUR AUDIENCES

21. • Then, saved audiences last
• 1 ad set = 1 audience - Exclude appropriate audiences.
YOUR AUDIENCES

22. YOUR ADS & AD TYPES
• Dark post as many ads as possible

23. PRE-PROMO YOUR DARK POSTS

24. BUILD SOCIAL PROOF BEFORE LAUNCH
• See post with comments
hdps://www.facebook.com/
626005510833765/posts/
981246778643172
• Share link with friends
Get shares, likes, and comments.
• Then launch
Control posiMve vs negaMve
recepMon more easily = posiMve
framing.

25. DON’T BE LIKE JUICERO

26. YOUR ADS & AD TYPES
• Ad variaJon
Front load the creaMon of different ad variaMons - benefits/features,
tesMmonials, BOFU offers.
• Ad types
Front load the creaMon of different ad types -
images, carousels, videos, etc.
• Full ad war chest
Now you can test much faster.

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

28. Already using a Facebook game plan?
Give yourself some pepperoni

29. ACCOUNT BASED
MARKETING
(THE RIPPLE EFFECT)
@JohnathanDane #CTAConf KlientBoost.com

30. Content here
SOMETHING GOES HEREMEET LISTENLOOP

31. Content here
SOMETHING GOES HEREFLIPPING THE TRADITIONAL FUNNEL
——— Iden]fy
——— Expand
——— Engage
——— Advocate

32. Content here
SOMETHING GOES HEREAUTOMATED B2B ADS

33. Content here
SOMETHING GOES HERECOMPANY LEVEL REPORTING

34. LET’S TAKE IT ONE STEP FURTHER…

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

36. • Prospects who’ve converted, but not on core offer
• Sneaky visitors who’ve never converted (Clearbit Reveal + Segment)
• ABM retargeJng (ListenLoop)
• Warm/cold email out reach (Clearbit Prospector + Saleslos)
• Physical mail
COMBINE EVERYTHING TOGETHER

37. Content here
SOMETHING GOES HERERESULTS?
• Email & ad combo can increase email open rates by 30% and
email CTR by 25%.
• Sales velocity has increased by as much as 37% and growing
other markeMng conv/rates by 19%.

38. TRY LISTENLOOP FOR YOURSELF
Use code “CTACONF17”
& get $300 matched ad spend
ListenLoop.com

39. Already doing smarter outreach?
Try some ‘shrooms

40. HIDDEN DATA
(SECRET PIVOT TABLES)
@JohnathanDane #CTAConf KlientBoost.com

41. Content here
SOMETHING GOES HEREINTERESTING INSIGHTS
• Does my sales team close more leads from CNN.com on tablets?
• What average posiJons 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…

42. Content here
SOMETHING GOES HEREDOWNLOAD ANY DATA YOU WANT TO PIVOT

43. Content here
SOMETHING GOES HEREADD IT INTO EXCEL

44. Content here
SOMETHING GOES HEREINSERT > PIVOT TABLE

45. Content here
SOMETHING GOES HEREIS YOUR DATA STATISTICALLY SIGNIFICANT?

46. Content here
SOMETHING GOES HEREWHICH COHORTS ARE ACTIONABLE?

47. Finding acMonable cohorts?
Add some bacon to your pizza

48. SMOKE TESTING
(PPC TRAFFIC TEMPERATURES)
@JohnathanDane #CTAConf KlientBoost.com

49. Content here
SOMETHING GOES HERETHE 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 PotenMally Wasted

50. Content here
SOMETHING GOES HERETHEIR SMOKE TEST
• Extra Inventory Idea Email ~ 1 Hour
• Same Day Launch
• Result = 9.55% email link clicks
• Future Result = profit grew 45% aZer real implementaMon
• Idea validated = be,er priori0za0on

51. Content here
SOMETHING GOES HERESMOKE TEST #1 - INTERCOM

52. Content here
SOMETHING GOES HERESMOKE TEST #2 - EMAIL SUBSCRIBERS

53. Content here
SOMETHING GOES HERESMOKE TEST #3 - UNBOUNCE LP/POPUP

54. Content here
SOMETHING GOES HEREGENERIC SEARCH = BOFU CONVERSIONS

55. Content here
SOMETHING GOES HERE
ACCOUNT CREATIONS WERE EASY

56. Content here
SOMETHING GOES HERE
DOING THE SAME FOR DISPLAY?

57. Content here
SOMETHING GOES HERE
WE CHANGED THE OFFER

58. Content here
SOMETHING GOES HERE
CONVERSIONS STARTED HAPPENING

59. BUT THE BEST PART?

60. Content here
SOMETHING GOES HERE
THANK YOU PAGE = ACCOUNT CREATION UPSELL

61. Content here
SOMETHING GOES HERE
Conversion
Intent
Conversion
Threat
DIFFERENT PPC CHANNELS
= DIFFERENT CONVERSION INTENT

62. Content here
SOMETHING GOES HEREEACH CHANNEL HAS A DIFFERENT TEMPERATURE
Display SearchVideo Social

63. Content here
SOMETHING GOES HERE
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
ConsultaJon
Quote
Purchase
Demo
Trial

64. Already smoke tesMng?
Try some broccoli

65. BREADCRUMB TECHNIQUE
(MICRO CONVERSION GOLD)
@JohnathanDane #CTAConf KlientBoost.com

66. Content here
SOMETHING GOES HERE
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: hdps://www.quicksprout.com/2012/06/25/5-ways-to-improve-your-contact-form-conversion-rate/
Source: hdp://unbounce.com/conversion-rate-opMmizaMon/how-to-opMmize-contact-forms/
Source: hdp://conversionxl.com/14-steps-to-building-sign-up-forms-that-convert/

67. Content here
SOMETHING GOES HERE
ONE STEP LANDING PAGES CAN BE A GAMBLE

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

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

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

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

72. Content here
SOMETHING GOES HERECOMPLIANCE PSYCHOLOGY

73. Content here
SOMETHING GOES HERE
EVERY NEW CTA,
CREATES NEW FRICTION

74. Content here
SOMETHING GOES HERESO REMEMBER YOUR TRAFFIC TEMPERATURE
& CTA TEMPERATURE
- DO THEY MATCH?

75. What goes great with breadcrumbs?
Tomato slices of course…

76. HYPER LOCALITY
(THE FRIENDLY NEIGHBOR)
@JohnathanDane #CTAConf KlientBoost.com

77. Content here
SOMETHING GOES HERE
APPEARING LOCAL = HIGHER CONVERSION RATES

78. Content here
SOMETHING GOES HEREWHICH CITIES ARE MOST POPULAR?

79. Content here
SOMETHING GOES HERE
CREATE CITY SPECIFIC CAMPAIGNS

80. Content here
SOMETHING GOES HERE
CREATE CITY SPECIFIC ADS
• Use root keyword SKAGs along with city names

81. Content here
SOMETHING GOES HERE
CREATE CITY SPECIFIC LANDING PAGES

82. Content here
SOMETHING GOES HERE
USE DTR ON YOUR UNBOUNCE PAGES

83. Content here
SOMETHING GOES HERE
ADD IN CITY & AREA CODE PHONE #
domain.com/?kw=new%20york&ph=718-701-8407

84. Content here
SOMETHING GOES HERE
SEE THE RESULTS

85. CreaMng hyper targeMng ads & landing pages?
Add some omega 3s to your diet

86. WORKING BACKWARDS
(SALES > CONVERSION > TRAFFIC)
>
@JohnathanDane #CTAConf KlientBoost.com

87. Content here
SOMETHING GOES HEREOPTIMIZE FOR THE MOST MEANINGFUL METRICS FIRST
}REVENUE LIFT
POTENTIAL
} CURRENT
PERFORMANCE

88. Content here
SOMETHING GOES HEREWIDER FUNNELS = MORE ACTIONABLE DATA

89. What do all pizzas and PPC accounts need?
Cheese…

90. HERE’S TO YOUR
DELICIOUSNESS!
NOW GET TO (T)WERKING!
@JohnathanDane #CTAConf KlientBoost.com