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Looking at PPC Through a Marketing

Automation Lens

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What Does Marketing Automation Consist Of

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Monitor Data

Set Up Campaigns

Automate

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• Leadscoring• Feedback Loops & Workflows• Spending Money (& Time) More Effectively

Principles of Marketing Automation

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Applying Marketing Automation Principles to PPC

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Lead Scoring

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Lead Scoring:

1. Attach value to certain behaviors2. Determine the next marketing action

#SMX #13B @hoffman8Good Experience Bad Experience

But Why Bother?

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The Benefits of Leadscoring1. Identify high & low value consumers2. Determine the most impactful paths3. Plan media to support paths4. Test Assumptions5. Refine & Standardize Experience6. Determine Bidding Levels7. Determine Which Paths to Circumvent

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Leadscoring Criteria Generally Comes in 3 Forms:

Implicit Criteria Derived by Analysis of Data

Explicit Criteria Provided By the

Consumer

Negative Criteria Red Flags

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Establish Your Criteria• How Will You Distinguish One Visitor From Another?• What Makes a Visitor More Or Less Valuable?• What On-Site Actions Show Intent?• How Can You Use Source Information To Understand

Intent?

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Potential Implicit Criteria

Made a Purchase Or Abandoned

the Cart

Downloaded Information

Viewed Specific Content

Signed Up For Email Newsletter

Time On SiteDownloaded a Coupon

Watched a VideoFavorited or Saved a Product

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Layer Actions & Behaviors To Create Higher Value Systems

Abandoned the Cart

Time On Site

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In the PPC realm, it’s less about coming up with a point-value and more about the process of creating

a scale.

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Ideally, we want to start building a funnel progression.

Spends 30s On Site

Watches Video + Downloads Coupon

Makes Purchas

e

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Flow Reports In Google Analytics

• Behavior Flow• Event Flow• Goal Flow & Funnel

Visualization

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Organize Your Event Tracking

• Create an Organized Structure• Easily Identifiable Nomenclature• Create Events For Everything Important • Don’t Create Events for Unimportant Actions

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Event Flow In Google Analytics

• Paths Can Be Messy & Redundant• Often Aren’t Ideal• Track Sessions, Not Users

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1. Create the leadscoring criteria as audiences

2. Add them to campaigns as bid only – without a modifier

Identifying Ideal Paths

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This will help to create a hierarchy of values, your “scores”, which will help you to better understand which on-

site actions truly show intent.

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Which Action Is Most Likely To Result In a Purchase In a Return Visit?

Audience Clicks Conversions Cost Per Conversion

Conversion Rate

Watched a Video 2126 266 $18.47 12.5%

Abandoned Cart 3481 637 $13.61 18.3%

Downloaded a Coupon 2547 374 $16.82 14.7%

High Session Duration 2987 484 $15.24 16.2%

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Which Action Is Most Likely To Result In a Purchase In a Return Visit?

Audience Clicks Conversions Cost Per Conversion

Conversion Rate

Watched a Video 2126 266 $18.47 12.5%

Abandoned Cart 3481 637 $13.61 18.3%

Downloaded Coupon 2547 374 $16.82 14.7%

High Session Duration 2987 484 $15.24 16.2%

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If Multiple Actions Are Taken, Does it Increase Likelihood?

Audience Clicks Conversions Cost Per Conversion

Conversion Rate

Abandoned Cart 3874 666 $11.15 17.2%

Video + Abandoned Cart 3256 466 $11.75 14.3%

Coupon + Abandoned Cart 2845 604 $8.79 21.2%

Session Duration + Abandoned Cart

2796 336 $10.24 12.0%

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If Multiple Actions Are Taken, Does it Increase Likelihood?

Audience Clicks Conversions Cost Per Conversion

Conversion Rate

Abandoned Cart 3874 666 $11.15 17.2%

Video + Abandoned Cart 3256 466 $11.75 14.3%

Coupon + Abandoned Cart 2845 604 $8.79 21.2%

Session Duration + Abandoned Cart

2796 336 $10.24 12.0%

This information helps us to identify our one-two punches.

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WorkFlows

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• Cross-Selling• Nurturing Leads & Existing Consumers• Guiding Consumers to The Sale

Workflows

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Site Action Taken?

This Ad & Landing Page

This Ad & Landing Page

If Yes If No

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Review your conversion paths to understand how visitors interact with various channels

Conversion Paths By Channel

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Begin to Organize Your Paths

Leadscoring Efforts

Context & Goals

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Begin to Organize Your Paths

Leadscoring Efforts

Context & Goals

• On-Site Actions• Engagement

Metrics• Sources

• Content Categories

• Items Purchased• Previous LP

Experiences

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Use your audiences to line up actions already taken with the next action most likely to result in a goal.

Use context to determine, specifically, which content to deliver to connect the dots.

Create Your Paths

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Watched a Video

Example Ecom Workflow

10%

Pushed to Coupon Pushed to Purchase

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Visitors that watched a video & downloaded

a coupon are 50% more likely to

purchase than those who haven’t.

Example Ecom Workflow

10%

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Deliver Ads With Intent & Context

Do: Use Previous Steps In the Workflow To Inform Ad Content

Don’t: Use CTAs For Actions Already Taken

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Customize Ad & LP Content to Audiences

Visit Site Engage With Content Align Ads & LPs

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Customize Ad & LP Content to Audiences

Visit Site Engage With Content Align Ads & LPs75% CPA Decrease

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Efficiency: Save Time & Money

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Optimize Your BudgetClient Brief: Client Budget:

http://blog.gaborit-d.com/13-images-client-brief-vs-client-budget/

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…Because there is more value in some visitors than others…

Find Your 80/20

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Build Workflows

Optimize Budgets

Identify Efficiencies Focus Budget

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Focusing Budgets

1. Separate Campaigns For:• Net New/Prospecting• Funnel Progression

2. Determine Budget Allocation for Each, Based Upon Goals3. Focus Funnel Progression On Only The Top Performing Data Sets With The

Highest Likelihood of Conversion Based Upon Your Work Flows (and the leadscoring that went into creating them)

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Funnel Progression Budget Allocation

Campaign 1

Campaign 2

Campaign 3

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Setting Up & Testing All of the Audiences Can Be Time Consuming…

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… but once your infrastructure is set up, you can reap the efficiencies of a seamless funnel experience.

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• Determine Your Criteria• Test & Rank Audience Performance Based Upon

Criteria• Build Workflows• Align Ad & Landing Page Content• Attribute Value, Individually and Holistically• Shift Budgets to Create the Most Profitable Outcome

Action Items:

#SMX #13B @hoffman8LEARN MORE: UPCOMING @SMX EVENTS

THANK YOU! SEE YOU AT THE NEXT #SMX