ppc & cro: how & why they need to play nice

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Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc. PPC & CRO Making Your Paid Media Campaigns Count Pascal Inderabudhi Paid Media Specialist [email protected] @pasc

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Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

PPC & CROMaking Your Paid Media Campaigns Count

Pascal InderabudhiPaid Media Specialist

[email protected]@pasc

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

About Anvil Media

2

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Credentials

3

— Team is certified in Google & Bing Ads

— Anvil University training & certifications

— Extensively published and speak nationally

— Committed to industry & education

— Recent recipient of multiple awards

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Why Anvil?

—Oldest, most respected SEM agency in the

Northwest

—Proven track record with related industry clientele

—Experienced leadership

—Digital prowess refined by Anvil University training

—Integrated services provide larger marketing toolbox

4

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Background

5

Pascal Inderabudhi – Paid Media SpecialistPascal Inderabudhi is a digital marketing professional with over 5 years experience in the field, managing projects in SEO and PPC, in-house and agency. A graduate of Pepperdine University in 2009, he now delivers on paid media strategies for clients in a wide variety of industries: B2B , travel & hospitality, transportation, retail, and more. Prior to his role at Anvil, Pascal worked in-house as a digital marketing specialist for small businesses SavvyBoater, NetPicks, and H-TEK Motors & for the digital ad agency, Ethology. In his spare time, he enjoys agonizing over the rise and fall (and future rise) of the Lakers basketball franchise, solving crossword puzzles, and watching live comedy.

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Quick Survey

6

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

PPC & CRO

10

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

The Customer Journey

Awareness

Consideration

Intent

Decision

Customer Journey

Display Ads

PPC / Paid Media

Social Media Ads

Broad Search Ads

Exact Search Ads

Remarketing Display Ads

Remarketing Social Ads

Remarketing Search Ads

Research, Educational, Branding, Home,

Category, Portal pages

Product and Lead Capture Pages

Landing Page

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

What is PPC?

12

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

What is PPC?

— PPC = Pay-Per-Click— Way of buying visits to your website— Spans all digital media— More difficult audience to convert

than earned media

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

The Limits of PPCPPC Ads can only be optimized and retooled so many times before you maximize traffic quality and ad engagement.

Ad Optimizations:

— Copy changes in Headline, Description, Display URL

— Testing creative elements – color, contrast, animation

— Landing page mapping

Optimizations can improve:

— CTR, CPC, traffic volume

— …Conversions?

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

What is CRO?

15

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

What Is CRO?

16

— CRO = Conversion Rate Optimization

— Improving elements within the customer journey to better convert visitors into leads or customers.

— Post-click CRO applies this practice to you website or landing page to give users exactly what they are looking for, what they were promised, or what you want them to do ideally.

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Landing Page Optimization

17

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Why Should I Use a Landing Page?

—Landing pages help increase conversion rates

—Single focus objective

—Matches the intent of PPC ads

—Specific design drives to a single goal

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Home Page vs. Landing Page

19

• Speaks to overall brand and corporate values

• Loaded with links and navigation• Designed to encourage exploration

• Designed for a single purpose• Provide enough information to drive

users to complete a single marketing goal

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Landing Page Design Best Practices

20

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Landing Page Wireframe

21

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Unique Selling Proposition

—Unique Selling Proposition

—5- Second Rule

—Motivate the user to read more on-page or take action

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Simple Layout—Attention Ratio—Reduce friction, competing elements, and escape

routes—All information supports the conversion

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Compelling and Actionable Copy—Descriptive and

actionable headlines

—Clear Call-to-Action

—The “You” Rule

—Move the customer forward

—Message-match

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Social Proofing—Include trust

elements

—Build authority with:

—Guarantees

—Accreditation badges

—Reviews

—Ratings

—Testimonials

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Contrast, Color, and Design

—Readability

—Contrast

—Guide users to the conversion point

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Example 1

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Example 2

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Mobile CRO

29

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Mobile Has Overtaken Desktop

30

“In 2014, US adults spent an average of 2 hours, 51 minutes with mobile devices each day, up from 2 hours, 19 minutes in 2013.”- eMarketer, “Mobile Will Account for 72% of US Digital Ad Spend by 2019,” 2015.

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Mobile Best PracticesMobile users expect & need:

—Larger Call To Actions

—Simpler Forms

—Less Graphics

—Larger Buttons

—Bigger Text

—Less Zooming

—Easier To Convert

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Mobile CRO 1Good Not as Good

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Mobile CRO 2Good Not as Good

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Mobile CRO 3Good Good

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Testing And Strategy

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Landing Page Strategy

36

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Top Testing Elements

37

Titles— Short vs. long

— Question vs. Statement

— Formal vs. Informal

— Emphasizing selling point A vs. B

Images— Big vs. Small

— Photo vs. Illustration

— Customer vs. Product

Layout— Long sales letter vs. multi-column

layout

— Multi-page signup vs. One long form

Selling Proposition— Quality vs. Convenience

— Features vs. Service

— Make money vs. Save money

Conversion Incentives— Free Shipping vs. Money back

guarantee

— Telephone order vs. online form

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

CRO Works— Increased Conversion Rates and

Landing Page Optimizations ensure:

— Increased On-Page Performance

— More Engaged Users

— Increased Conversions

— Leads

— Sales/Revenue

— Brand Engagement

32% increase in conversion rate with the new landing page!

Campaign Clicks Impressions Cost CTR Avg. CPC Click conversion rate

New 840 44,894 3,063.44$ 4.09% 4.18$ 9.25%

Old 514 19,294 1,567.74$ 2.66% 3.05$ 7.00%

Totals 1,595 88,253 5,093.81$ 1.81% 3.19$ 7.27%

Campaign Clicks Impressions CTR Avg. CPC Conv. Rate

New 840 44,894 1.87% $3.65 9.25%

Old 514 19,294 2.66% $3.05 7.00%

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

CRO Tools

Measurable Marketing That Moves You // © 2015 - All information in this document is copyright protected and the property of Anvil Media Inc.

Key Takeaways & Q/A

—Include CRO in your PPC strategy

—Strong USP

—Simple Layout

—Compelling Copy

—Social Proofing

—Contrast, Color, Design

—Think Mobile

—Test!