how to optimise your google adwords sem funnel

@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

@markvozzo

About Mark Vozzo

Australia Australia (Sydney, Melbourne,

Brisbane)

Australia,

USA

Australia, NZ

USA, Singapore,

Malaysia, HK,

China, Taiwan, Korea,

India, Japan.

@markvozzo

User Journey

@markvozzo

KW Impressions

Clicks

Form Comps

Leads

Oppty

Ad Spend ($)

Pipeline ($)

@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

@markvozzo

A Common

Business Challenge

@markvozzo

Online Lead Generation - SEO

- SEM

- Banners

- Email

- Social Media

Online

Marketing

Offline

Sales

Offline Lead Qualification - Sales Reps

- Phone calls

- Customer visits

Cost per Week: $1,000

Conv. per Week: 20

Avg. Cost per Conv.: $50

Mark

eti

ng

Cost per Week: $500

Conv. per Week: 50

Avg. Cost per Conv.: $10

* Example Data

SEM Campaign A SEM Campaign B

@markvozzo

Cost Per Conversion Funnel

Keyword Impressions

Clicks

Form Comps (Conv.)

Ad Spend ($)

Mark

eti

ng

Cost-per-

Conversion

@markvozzo

Online Lead Generation - SEO

- SEM

- Banners

- Email

- Social Media

Online

Marketing

Offline

Sales

Offline Lead Qualification - Sales Reps

- Phone calls

- Customer visits

# 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)

Mark

eti

ng

S

ale

s

Cost per Week: $500

Conv. per Week: 50

Avg. Cost per Conv.: $10

* Example Data

SEM Campaign A SEM Campaign B

# 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)

Mark

eti

ng

S

ale

s

Cost per Week: $500

Conv. per Week: 50

Avg. Cost per Conv.: $10

* Example Data

SEM Campaign A SEM Campaign B

@markvozzo

Pipe To Spend Funnel

Keyword Impressions

Clicks

Form Comps

Leads

Oppty

Ad Spend ($)

Pipeline ($)

Mark

eti

ng

S

ale

s

Optimising SEM

spend to deliver

the most

Pipeline $

@markvozzo

About the SEM

program at

Salesforce.com

@markvozzo

Where I’m buying keywords

@markvozzo

Optimising CTR

KW Impressions

Clicks

Form Comps

Leads

Oppty

$Ad Spend

X% A) Click Thru Rate (CTR)

$Pipeline

Mark

eti

ng

S

ale

s

@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.

@markvozzo

Example: “What is CRM” CTR = 5.9% (Avg. CTR across entire “Non-Brand” Keywords = ~2.3%)

BO

LD

BO

LD

BO

LD

@markvozzo

In order to maximise ROI by Keyword, this means we

must track everything down to each Keyword.

@markvozzo

•

•

•

•

•

•

@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) Mark

eti

ng

S

ale

s

Optimising FCR

@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%

@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.

@markvozzo * Example Data

@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)

Mark

eti

ng

S

ale

s

Optimising LCR

@markvozzo

Arm the Sales Reps for success. They can

review Prospect’s activities prior to calling

@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

Marketing can provide detailed campaign

information to Sales Reps to help them.

What

Keyword?

What SEM

Landing

Page?

Which

Video?

Which

Product?

What

Pitch?

@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

Mark

eti

ng

S

ale

s

Optimising Flip Rate

@markvozzo

Both Marketing and Sales can see how things

are going from a single source of truth.

$ Spend

# Leads

# Deals

$ Revenue

Mark

eti

ng

S

ale

s

* 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?

@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

Mark

eti

ng

S

ale

s

Spend is optimised to Pipeline based on CRM data

@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

@markvozzo

In Summary

@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

@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.

RO

I

@markvozzo

User Journey

@markvozzo

Inbound

Channels

Drive

Visits to

Website

S

E

O

@markvozzo

Online Lead Generation - SEO

- SEM

- Banners

- Email

- Social Media

Online

Marketing

Offline

Sales

Offline Lead Qualification - Sales Reps

- Phone calls

- Customer visits

@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.

@markvozzo

@markvozzo

Want to learn more about SEO?

Read my blog post and slides “7 Secrets to Search Marketing Success”