growth testing to increase ppc roi
TRANSCRIPT
5 Insane Testing Hacks To
3X Your PPC ROI
In A Galaxy
Far Far Away…
Sean Ellis
Founder, GrowthHackers
Larry Kim
Founder, WordStream
Let’s Learn About You!
Launch Poll
Today’s Agenda
• Why Should You Test?
• Testing Best Practices
• PPC Testing Hacks You Can
Implement Today
• How to Prioritize Your Testing
Strategies
• Q&A
Why Should You Be Testing?
High Tempo Testing Drives Growth
•Test to discover ways to grow
•More testing = more discovery
•Rapid testing across all vectors*
*Dave McClure
Pirate Metrics Funnel
Acquisition
Referral
Activation
Revenue
Retention
Resurrection
@SeanEllis
Testing Best Practices
• Key lessons learned
• Details, hypothesis,
before/after screenshots
• Share with whole team
Keep Track Of Learning from Tests
@SeanEllis
High Tempo Testing Growth Process
Unbridled Ideation
Prioritize backlog
Launch Tests
Capture learning
@SeanEllis
Formalize Ideas in an Experiment Doc
ICE Score 1 - 10
I - Impact
C - Confidence
E - Ease
• Include research, hypothesis, target lever
Canvas.GrowthHackers.com
@SeanEllis
Use ICE to Prioritize Testing
@SeanEllis
Source Ideas
@SeanEllis
WordStream Experiment #1
Call-Only Campaigns
Experiment #1:Call Only Campaigns
The Idea: What if we force people to call our
website from ads instead of clicking through
to a website?
@LarryKim
Experiment #1:Call Only Campaigns
The Test:
1. Use Call-Only Campaigns In
AdWords instead of landing pages,
don’t even display the URL in your ad!
2. Use new ad formats and ditch the
landing pages on Facebook and Twitter.
Twitter’s Lead Generation Cards, for
example, display your offer and CTA to
users, with their contact information
already pre-populated on the form.
@LarryKim
Experiment #1:Call Only Campaigns
@LarryKim
Experiment #1:Call Only Campaigns
Hypothesis: Call-only can
help you dramatically
increase your call-in and
conversion rates.
@LarryKim
Experiment #1 Results
@LarryKim
Call Buttons are Game Changers
Desktop Search Conversion Funnel
Mobile Conversion Funnel
1. Sees Ad
2. Clicks on Ad
3. Vists Website Landing Page
4. Lead Captured
1. Sees Ad
2. Calls Business
3. Lead Captured
No Leaky Landing Page!
Golden Rule of Mobile: “Calls to businesses are worth +3x more than clicks to websites”
Brought to you by:
+Half Billion Use FB on Mobile Only
80% of Twitter Users are Mobile
Also Available on Social Media
@LarryKim
@LarryKim
New Facebook Social Direct Response Ad Formats
@LarryKim
WordStream’s Experiment #2
Customer Match
Experiment #2:Customer Match
Idea: What if we showed our PPC ads to our best
customers or people who we have emails for?
@LarryKim
The Evolution of Display Ad Targeting
5. Website Targeting
(e.g. Inc. Magazine or
Home & Garden
Weekly)
3. Interests & Market Segments
(e.g. Business Services, Photography)
4. Keyword
Targeting
(e.g. Articles
containing “Health
Insurance”)2. Remarketing
(e.g. People who
visited the “buy” page
of your website)
1. Identity
(e.g. Specific emails
or phone numbers)
Experiment #2:Customer Match Rates
The Test:
1. Upload a list of customers to
AdWords & Implement customer
match custom audiences.
2. Compare the match rate of the list
uploaded to AdWords with the
Facebook &Twitter match rate.
@LarryKim
Experiment #2:Customer Match Rates
1
2
@LarryKim
Experiment #2:Customer Match
Experiment #2:Customer Match
Based on my data, we
determined that, in this
experiment, AdWords
Customer Match had a match
rate of 50.4% – holy moly!
@LarryKim
Example Customer Match Campaign
@LarryKim
@LarryKim
List Based Ad Targeting vs. Generic Keyword Targeting
So Push HARD OFFERS (Sign-Ups,
Consultations, Downloads, etc.)
CTR!
Order Value!
3X2X
@LarryKim
Growth Hacker Happy Dance
3X
WordStream’s Experiment #3
Using Emoji’s In Ad Text
Emojis are Changing The Way
We Communicate Online
@LarryKim
There Are Hundreds of Cool Emojis!
@LarryKim
Experiment #3:Using Emoji’s In Ad Text
Idea: We recently discovered that AdWords is, in fact,
allowing emoji's in some ads. Our data scientist Mark
Irvine ran some tests using (willing) client accounts
and we have some early - and promising - results to
share.
@LarryKim
1. Test Emojis in ad text click-through rate
comparison. What better way to sneak
imagery into a text ad for a donuts shop
than with a donuts emoji?
2. Use Emojis in ad text
3. Try Emojis in ad text emoji list
Experiment #3:Using Emoji’s In Ad Text
@LarryKim
How? Create an ad as you would
normally, then copy and paste the emoji
you want into the ad creation text fields.
The easiest way is to just google “copy
and paste emoji” and go to a site like
this: http://getemoji.com/
Experiment #3:Using Emoji’s In Ad Text
@LarryKim
Experiment #3:
Using Emoji’s in Ad Text
Hypothesis: Using Emojis in Ad
text copy will increase CTR. This
will snowball to a higher Quality
Score, which means better ad
position and lower CPC, which
means even higher CTR!
@LarryKim
Experiment #3:Using Emoji’s In Ad Text
@LarryKim
Experiment #3a:Using Emoji’s In Social Media Ads
@LarryKim
Vs.
“Quality Adjusted Bid” in Twitter
HIGHER Relevance, Resonance, Recency
=
HIGHER Quality Adjusted Bid =
MORE Ad Impressions at Lower Cost
RESONANCE: Are consumers
engaging your Tweet? Do they
retweet, favorite, or reply?
RELEVANCE: Is your Tweet
related to things a user is
interested in?
RECENCY: Is your Tweet
fresh? Fresher Tweets get
higher priority.
Higher Engagement Rate = (Much) Lower Cost Per Engagement
Engagement Rate
Cost per engagement
$.005 $.02 $.03 $.08
68%
7%
21%
37%
$3.00
1%
1% Increase in
Post Engagement
5% Reduction in Cost
Per Engagement!
“Quality Adjusted Bid” in Twitter
=
Experiment #3a:Using Emoji’s In Social Media Ads
@LarryKim
Growth Hacking Happy Dance
@LarryKim
WordStream Experiment #4
Using Emotional Triggers for PPC
Experiment #4:Using Emotional Triggers
The Idea: Over the past month, my team
has tested ad copy that instilled five
emotions across various sectors and
industries – really running the gamut from
medical practices to plumbers to clothing
retailers. My findings have been quite
intriguing, and from the use of emotional
triggers we saw direct affects on click
through rates and thus, overall performance.
@LarryKim
The Test: Ad Creation Process:
1. Who is your customer?
2. What Persona do you want to take in relation to your target
market?
Experiment #4:Using Emotional Triggers
The Bearer of
Bad News
The
Hero/ VillainThe
Comedian
The Feel
Good Friend
@LarryKim
Helen Edwards
(@helen_edwards7)
3. Write Emotionally Charged Ad Copy From The Standpoint of the Chosen Persona
Experiment #4:Using Emotional Triggers
DISGUSTHAPPY SAD
ANGERSURPRISE FEAR
Experiment #4:Using Emotional Triggers
@LarryKim
Experiment #4:Using Emotional Triggers
@LarryKim
Using Emotional Triggers to Super-Charge PPC
More Information:
http://bit.ly/emotional-ppc
@LarryKim
Helen Edwards
(@helen_edwards7)
@LarryKim
Questions? We
Have The Answers
Q&A Session
Get Your Copy of Today’s Testable
Ideas…. Launch Poll
Tweet At Us!
@LarryKim
@SeanEllis