travis@battlebridgelabs.com

battlebridgelabs.com/fastlane

t: 800.868.4503

Battle Bridge Labs

Travis R. Phipps

Background

17+ Years in Technology Sales & Marketing

Started an eComm biz in 2008. Built it to the 3rd largest online figure

skating retailer in the states. Sold it in 2014. Violated Scale &

Time

In meantime, built a successful PPC Agency. PPC/Paid Search is my vehicle. Oversees the management of ½ million dollars

in monthly ad spend, and generates millions of dollars for our clients every month.

Built Battle Bridge Labs and wrote the Hitchhiker’s Guide to PPC in late 2014.

Highlights

Theory Testing AdWords Tips & Tricks Bing Ads Facebook Ads YouTube Advertising Resources

Theory

Conversion Tracking ROI CPA ROAS AOV CLV

Conversion Tracking

I’ve got 2 words for you…

• Don’t spend a single dime on advertising until you have your conversion tracking in place.

• Track everything. Clicks, calls, sales, email collection, etc, etc.

• So, what do we do with this data now that we are collecting it?

CPA

• Cost per Acquisition• Cost per Lead• Cost per Sale• Whatever floats your boat.

CPA• My favorite thing about online advertising is ability to quantify the success or failure of our efforts.

• Back in the old days, we didn’t have this luxury…

• What is the absolute most we can spend to acquire a lead, customer, sale, etc?

CPA• Simple Example:

• $100 Product• Cost of goods sold: $40• Margin: $60• Target Margin: 20% or $20• $100 - $40 - $20 =

• Target CPA = $40

• Cool trick to calculate your target CPC.

• Target CPA x Conversion Rate.

• Seriously, watch this…• Give me a target CPA• What is your average conversion rate?

• One of my favorite

KPIs (Key Performance

Indicator, if you’re

nasty)

• ROAS

• Return on Ad Spend!

• Let’s say you sell Golf Clubs and Golf Tees. You probably don’t want to set you CPA at $300 to sell Golf Tees (well, you could…but that’s another story for another day).

• That is where ROAS comes in…we target a 5.0 (or 500%) ROAS. For every dollar we spend, we get 5 back in revenue.

• If you don’t keep an eye on any other number, watch your ROAS.

Customer Lifetime Value

• One who can spend the most to acquire a customer, is winning.

Customer Lifetime Value

• How do we increase what we are willing to spend?

Customer Lifetime Value

1. Increase Average Order Value.

2. Decrease Overhead, costs, etc.

3. Choose target CPA on CLV and NOT on Average Order Value.

Customer Lifetime Value

Customer Lifetime Value

Hack to get customer lifetime value.

Take total revenue and divide by unique customers for a 2-3 year period of time.

$3,000,000 / 15,000

AdWords Basics

If you need a refresher or you’ve never bought paid traffic, well you’re out of luck.

I’m guessing people want some advanced stuff,

AdWords Tips & Tricks

Mobile Bid Adjustments Geo Bid Adjustments Time of Day Bid Adjustments Day of Week Bid Adjustments

Remember when I said Conversion Rate is King?

AdWords Tips & Tricks

Sitelinks Review Extensions Call-out Extensions Call Extensions App Extensions

More low hanging fruit.

AdWords Tips & Tricks

15+ Conversions – 30 Days – per Campaign

Let The Google do the work.

Experiment with Conversion Optimizer and Flexible Bid Strategies .

AdWords Tips & Tricks

Always test two ads against each other.

Double your Click-Thru-Rate, and you double your revenue. I know, right?

Ad Testing.

Alternative Sources of Traffic

Takes advantage of “Barriers” to entry.

Not as much competition. You can still use some “hacks”

that the more developed mediums don’t allow.

Benefits

YouTube TrueView Advertising

Where AdWords was 10 years ago. Easy to manage, right inside

AdWords interface. Your competitors aren’t doing it,

yet… Cheap / Free Clicks Versatile and doesn’t have

limitations of other networks.

Benefits

Bing Ads, Facebook, and Display

Bing Ads Pros: less competition, adding things

like UET, Product Ads, Remarketing, good support, clone your AdWords account.

Cons: Only 30% of traffic (maybe less) Strict guidelines Less control

Facebook I’m loving Facebook traffic.

Remarketing, Targeting is ridiculous. Look-a-like-Audiences.

Using the remarketing pixel on your site to target Facebook advertisers.

Laser targeted, you can target job titles (or whether they advertise on Facebook).

Consumer Behavior. Recent purchases, etc. New Video and Product Ads (I’m excited

about this).

Resources VeeRoll for YouTube Advertising. Bit.ly/veeroll SpyFu.com Mongoose Metrics – Call Tracking Shopper Approved – Product

Reviews

travis@battlebridgelabs.com

battlebridgelabs.com/fastlane

t: 800.868.4503

Battle Bridge Labs

Travis R. Phipps