Converting PPC Traffic: How one search campaign produced a 302% increase in profit, MECLABS
-
Upload
internet-world -
Category
Technology
-
view
169 -
download
0
description
Transcript of Converting PPC Traffic: How one search campaign produced a 302% increase in profit, MECLABS
Converting PPC Traffic:Converting PPC Traffic: How one search campaign produced a 302% increase in profit
2
TODAY’S TEAM
Dr. Flint McGlaughlin – Director, MECLABS Group
Flint McGlaughlin is the Director of MECLABS Group. The organization has partnered with key market leaders including The New York Times, Microsoft Corporation, and Reuters Group.
Dr. McGlaughlin also serves as the Director of Enterprise Research at the Transforming Business Institute, University of Cambridge (UK) and as a Trustee for Westminster Theological Centre. Dr. McGlaughlin originally studied Philosophy and Theology at the University of London’s Specialist Jesuit College.
Today, his primary research is focused on enterprise as transformative agent. His work has won multiple awards and has been quoted in more than 13,000 online and offline sources.
3
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.[Company].com/BusinessSoftware
Version A
WHICH PPC AD GENERATED THE MOST RESPONSE?
Version B
{KeyWord} Business SolutionsRun Your Entire Business with One System. Accounting + CRM. Free Trial.www.[Company].com/Business-Solutions
4
Relief From Back PainReclaim your life with a 30-minuteGroundbreaking back pain procedure[Company].com/Back_Pain
Avoid open back surgeryTry AccuraScope back pain treatmentOne micro incision for pain relief[Company].com/Back_Pain
Version A
Version B
Same-day Back Pain ReliefTry AccuraScope back pain treatmentInnovative, single 30-minute procedure[Company].com/AccuraScope
Version C
WHICH PPC AD GENERATED THE MOST RESPONSE?
5
Version A
WHICH PPC AD GENERATED THE MOST RESPONSE?
Version B
Event Management SoftwareOver 9 Million People Registered!Online Event Management Softwarewww.[Company].com
Event Management Software32 easy to use, customizable tools120,000+ planners use it, Try Free[Company].com/Back_Pain
6
AN EXPERIMENT
7
Background: A leading software provider
Goal: To increase total leads captured
Primary research question: Which process will generate the most leads?
Approach: A/B multifactorial split test. The experiment ran for 18 weeks, testing 16 different ads (control PPC ad above) and observing more than 950,000 unique impressions.
Experiment ID: (Protected)Location: MarketingExperiments Research LibraryTest Protocol Number: TP1214
Research Notes:
�EXPERIMENT: BACKGROUND
8
{KeyWord} Business SolutionsRun Your Entire Business with One System. Accounting + CRM. Free Trial.www.[Company].com/Business-Solutions
EXPERIMENT: EXAMPLE TREATMENTS
#1 Business Software 6459+ Clients. On-Demand Access. One System for the Entire Company.www.[Company].com/BusinessSoftware
Small Business Software Worlds #1 On-Demand Suite. 6459+ Clients. Free Trial Today. www.[Company}.com/BusinessSoftware
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.[Company].com/BusinessSoftware
Small Business Software 6459+ Clients Worldwide Free Trial Software You Won't Outgrow.www.[Company].com/BusinessSoftware
{KeyWord} Business SolutionsSupport the Entire Company with One Low Cost Solution. [Company].www.[Company].com/Business-Solutions
9
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.[Company].com/BusinessSoftware
{Keyword} Business SoftwareAward-Winning Business Software. Fully Integrated. Free Trialwww.[Company].com/Business
EXPERIMENT: RESULTS
Original Ad Best Performing Ad
21% Increase in Clickthrough The new ad generated 20.9% more clicks than the original
10
But we did not stop with the PPC Ad…
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.[Company].com/BusinessSoftware
EXPERIMENT: RESULTS
21%CLICK-THROUGH
11
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.[Company].com/BusinessSoftware
Control
EXPERIMENT: CONTROL LANDING PAGE
12
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.[Company].com/BusinessSoftware
Treatment
EXPERIMENT: TREATMENT LANDING PAGE
13
Control Treatment
EXPERIMENT: SIDE-BY-SIDE
14
54% increase in overall conversion The optimized landing page conversion rate increased by 54.26%
Landing Page Conversion Rate Relative Diff. vs. Control
Statistical Significance
Original 7.17% - -
Optimized 11.06% 54.26% 95%
EXPERIMENT: RESULTS
15
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.XXXXXXXXXX.com/Business
21%CLICK-THROUGH
54%CLICK-THROUGH
But we did not stop with the PPC Ad and landing page…
EXPERIMENT: RESULTS
16
Control
EXPERIMENT: ORIGINAL FORM PAGE
17
Treatment
EXPERIMENT: ORIGINAL FORM PAGE
18
97% increase in overall conversion The optimized landing page conversion rate increased by 97.27%
Landing Page Conversion Rate Relative Diff. vs. Control
Statistical Significance
Original 15.84% - -
Optimized 31.25% 97.27% 95%
EXPERIMENT: RESULTS
19
What was the compounding effect of the sequential gains?
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.XXXXXXXXXX.com/Business
21%CLICK-THROUGH
54%CLICK-THROUGH
97%FORM SUBMISSIONS
EXPERIMENT: RESULTS
20
Metric Control Treatment Relative Difference
PPC Advertisement 0.89% 1.08 20.9%
Landing Page Clickthrough 7.17% 11.06% 54.26%
Form Completion 15.84% 31.25% 97.27%
Impression-to-lead Conversion .009% .033% 272.2%
272% Increase in Overall Conversion The optimized path’s conversion rate increased by 272.2%
What you need to understand: In this experiment, a 272% increase in conversion led to 268% more projected revenue and, when combined with the corresponding 66% reduction in cost-per-acquisition, the optimized path produced more than 4 times the monthly profit (302% increase).
EXPERIMENT: RESULTS
21
CONVERTING PPC CLICKS
1. We do not optimize PPC campaigns; we optimize thought sequences. A small change can often have a big impact on the prospect’s sequence of thought.
2. In order to understand the thought sequence of a prospect arriving from a PPC ad, marketers must be able to see both the PATH TAKEN (route) and PATTERN FOLLOWED (behavior) by the prospect.
F Key Principles
22
g =
9.81
m/s
2
1. The funnel is often presented as one potentially useful analogy for marketing. It is in fact, the primary analogy. All marketing should influence a decision.
2. The funnel analogy distorts reality. People are not falling into your funnel, they are falling out. The funnel must be inverted.
3. People don’t travel down the center of the funnel. People are climbing up the sides.
THREE FLAWS IN THE FUNNEL ANALOGY
23
(Mi)YES
(Ma)YES Y
Valu
e Pr
opos
ition
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.XXXXXXXXXX.com/Business
PPC Ad
Landing Page
Sales Call
THE INVERTED SALES FUNNEL
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
(Mi)YES
24
For this clinic, we are going to walk through the THREE MOST IMPORTANT FACTORS that impact a
prospect’s probability of conversion on a landing page
TODAY’S FOCUS
25
Factor #1: Channel Momentum
26
BUILDING CHANNEL MOMENTUM
F Key Principles
1. The probability of conversion on landing page is directly related to the degree of momentum (customer expectation) generated from the PPC ad.
2. The goal of the PPC ad is not to sell the product, but rather to initiate momentum by converting attention into interest into action (click).
3. We do this by answering the derivative value proposition question, “If I am your ideal prospect, why should I click on this PPC ad rather than any other PPC ad?”
FACTOR #1
27
Background: North American Spine is the sole provider of the Accurascope procedure which is an innovative, minimally invasive spine surgery for back pain relief
Goal: To increase number of leads on home page.
Primary research question: Which benefit approach of the three treatments will increase the conversion rate?
Approach: A/B multifactor split test
Experiment ID: North American Spine PPC Copy TestLocation: MarketingExperiments Research LibraryTest Protocol Number: TP4061
Research Notes:
�FACTOR #1
EXPERIMENT: BACKGROUND
28
Avoid open back surgeryTry AccuraScope back pain treatmentOne micro incision for pain relief[Company].com/Back_Pain
Control
EXPERIMENT: BACKGROUNDFACTOR #1
29
Same-day Back Pain ReliefTry AccuraScope back pain treatmentInnovative, single 30-minute procedure[Company].com/AccuraScope
Treatment #1
FACTOR #1
EXPERIMENT: TREATMENT #1
30
Relief From Back PainReclaim your life with a 30-minuteGroundbreaking back pain procedure[Company].com/Back_Pain
Treatment #2
EXPERIMENT: TREATMENT #2FACTOR #1
31
Treatment #2
Treatment #1
Control Landing Page
Relief From Back PainReclaim your life with a 30-minuteGroundbreaking back pain procedure[Company].com/Back_Pain
Avoid open back surgeryTry AccuraScope back pain treatmentOne micro incision for pain relief[Company].com/Back_Pain
Same-day Back Pain ReliefTry AccuraScope back pain treatmentInnovative, single 30-minute procedure[Company].com/AccuraScope
FACTOR #1
EXPERIMENT: SIDE-BY-SIDE
32
Versions Conversion Rate Relative Difference
Statistical Confidence
Control 1.8% - -
Treatment #1 1.6% -7.9%
Treatment #2 2.6% 46.6%
46.6% Increase in Conversion The Treatment generated 46.6% more leads
What you need to understand: With simple but nuanced adjustments, treatment #2 was able to achieve a 46.6% lift over the control.
95%
95%
FACTOR #1
EXPERIMENT: RESULTS
33
Event Management SoftwareOver 9 Million People Registered!Online Event Management Softwarewww.[Company].com
Event Management Software32 easy to use, customizable tools120,000+ planners use it, Try Free[Company].com/Back_Pain
118% Increase in Clicks
But thisNot this
BUILDING CHANNEL MOMENTUMFACTOR #1
But thisNot this
21% Increase in Clicks
Business Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.[Company].com/BusinessSoftware
{Keyword} Business SoftwareAward-Winning Business Software. Fully Integrated. Free Trialwww.[Company].com/Business
34
Factor #2: Transition Orientation
35
MOMENT OF ORIENTATION
Moment of Orientation Conversation Value
Exchange
Where am I?
What can I do here?
Why should I do it?
First Seconds Subsequent minutes (or days) depending on sales cycle
Visitor Experience Timeline
• You have approximately 7 seconds to orientate the visitor. If you fail to do this, you will mitigate the momentum built within the channel.
FACTOR #2
36
NOT THIS…Generic Homepage
FACTOR #2
37
Specific Landing Page
BUT THIS…FACTOR #2
38
PREVIOUS AUDIENCE EXAMPLEFACTOR #2
Are you able to discern the following questions?
• Where am I?
• What can I do here?
• Why should I do it?
Bitdefender Safepay - Protect your online transactionsAward winning antivirus software on sale nowhttp://bitdefender-internet-security.com/
39
Factor #3: Value Transfer
40
F Key Principles
1. In order to effectively transfer value from the PPC ad to the landing page, one must ensure the holistic expression of the value proposition. This involves two key elements :
• Congruence – Ensuring that every element of a page either expresses or supports the value proposition
• Continuity – Ensuring that every step of the conversion process either expresses or supports the value proposition
TRANSFERRING VALUEFACTOR #3
41
EXPERIMENT: BACKGROUND
Experiment ID: (Protected)Location: MarketingExperiments Research LibraryTest Protocol Number: TP1306(a)�
Background: Provides end-to-end market solutions for small- and medium-sized businesses.
Goal: Increase the email capture rate of an online form.
Primary Research Question: Which page will obtain the most form submissions?
Approach: A/B multi-factor split test
Research Notes:
FACTOR #3
42
[Bankruptcy] Mailing ListsQuality business mailing lists thatGet you results to increase sales![company-name].com
EXPERIMENT: CONTROLControl
FACTOR #3
43
EXPERIMENT: CONTROL
C = 4m + 3v + 2(i-f) - 2a
To increase congruence, we used the conversion heuristic above to identify potential ways we were not transferring value:
• The headline is making qualitative, hype-filled claims
• The two-column structure of the page impedes the eye-path.
• The tone of the call-to-action generates unnecessary concern
• The credibility indicators are hidden in headers and footers.
Control
FACTOR #3
44
EXPERIMENT: CONTROLTreatmentControl
FACTOR #3
45
EXPERIMENT: CONTROL
Design Conversion Rate
Control 1.71%
Treatment 4.93%
Relative Difference 188%
188% Increase in Total Leads The new form page increased lead rate by 188%
What you need to understand: By applying a methodological approach for optimizing landing pages, the treatment was able to generate a 188% increase in total leads captured.
FACTOR #3
46
[Bankruptcy] Mailing ListsQuality business mailing lists thatGet you results to increase sales![company-name].com
Control – Keyword Present
• In our efforts to improve congruence, we lost continuity from the PPC ad to the headline of the landing page.
How did this affect the landing page conversion?
Treatment – Keyword Not Present
EXPERIMENT: RESULTSFACTOR #3
47
EXPERIMENT: BACKGROUND
Experiment ID: (Protected)Location: MarketingExperiments Research LibraryTest Protocol Number: TP1306(b)�
Background: Provides end-to-end market solutions for small- and medium-sized businesses.
Goal: Increase the email capture rate of an online form.
Primary Research Question: Which page will obtain the most form submissions?
Approach: A/B multi-factor split test
Research Notes:
FACTOR #3
48
[Bankruptcy] Mailing ListsQuality business mailing lists thatGet you results to increase sales![company-name].com
EXPERIMENT: CONTROLControl
• The control utilizes a general headline that doesn’t reference the keyword used in the PPC ad.
FACTOR #3
49
EXPERIMENT: TREATMENT
[Bankruptcy] Mailing ListsQuality business mailing lists thatGet you results to increase sales![company-name].com
• The treatment simply integrated the keyword utilized in the PPC ad.
Treatment
FACTOR #3
50
EXPERIMENT: SIDE-BY-SIDE
Control – Keyword NOT Present Treatment – Keyword IS Present
FACTOR #3
51
EXPERIMENT: RESULTS
Design Conversion Rate
Control 4.93%
Treatment 12.05%
Relative Difference 144%
144% Increase in Total Leads The new form page increased lead rate by 144%
What you need to understand: By simply improving the continuity from the PPC ad to the landing page, the treatment produced 144% more leads.
FACTOR #3
52
EXPERIMENT: RESULTS
188%
144%
FACTOR #3
53
EXPERIMENT: RESULTS
188%
144%
A compounding gain of 603% increase in lead rate
FACTOR #3
54
SUMMARY: PPC CHECK LIST
Are the claims in your PPC ad specific? Do they use qualitative or hype-filled language? How can you quantify your claims? Is your PPC ad focused on generating a click? Have you provided a compelling reason to click your ad over the other options?
Are you utilizing the headline of your page to immediately inform the prospect where they have arrived?
Is your landing page objective clear? Is your eye-path a simple, single-column flow? Do you have an easy-to-see call to action?
Is every element of you page (headline, images, copy, CTAs) expressing the value proposition?
PPC Campaign Checklist
Converting PPC Traffic:Converting PPC Traffic: How one search campaign produced a 302% increase in profit