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5 Super Smart

Strategies To

Drive Leads with

PPC and CRO

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Presenters

• Tyler Cook– Digital Advertising Specialist at Formstack

– @Formstack

• Ally Sabrowsky– Production Specialist at Hanapin Marketing

– @absabrow

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Live Poll Question #1

How long have you been in PPC?

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A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

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Live Poll Question #2

How do you manage your account(s)?

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a) I manage it myself.

b) I’m part of a team that manages it.

c) I outsource my account management.

d) I’m rethinking how my account is managed.

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Strategy #1

Query

● Traffic Platforms

● Intent

● Keyword Filters

● Research Tools

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Strategy #1 - Query

“Know Your Keywords Before Your

Campaign”

Determine Your Traffic Platform

◉Mobile

◉Desktop

◉Tablets

It’s important to think through how these unique platforms will affect ads, landing

pages, and ad extensions (call, location, etc.)

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Strategy #1 - Query

Intent of Query

Where is the searcher in the funnel?

◉Devices Used

◉Specifics of Query

◉Steps After Query

vs.

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Strategy #1 - Query

Leverage Keyword Filters

Narrow your audience:

◉Location (Country, State, City, Zip, etc.)

◉Language

◉Minimum Searches

◉Maximum CPC

Use Keyword Include and Exclude

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Strategy #1 - Query

Take Advantage of Research Tools

Keep more ears to the ground with the use of free and paid research tools.

◉SEMRush or SpyFu

◉Google “searches related to”

◉Bing “related searches”

◉Keywordtool.io

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Strategy #2

Audiences & Remarketing

● Interests & Demographics

● Facebook Visitors & Audiences

● Display Placements

● Remarketing Strategies

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Strategy #2 - Audiences & Remarketing

“Know Thy Audience”

Learn more about your audience

interests and demographics.

◉Alexa

◉Graph Search

◉SimilarWeb

◉WeFollow

◉BuzzSumo

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Understand Audience Structure in Facebook

Segment your Facebook audience.

◉Location

◉Gender

◉Age

◉Targeting method

Strategy #2 - Audiences & Remarketing

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Build Look-Alike Visitors

Uploading your ideal visitor:

◉Overestimate the size

◉Choose winners◉Select a narrow look-alive audience

Look-alike conversions:

◉Use Facebook conversions

◉Minimum size 100

Strategy #2 - Audiences & Remarketing

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Placements - Display

Managed Placements

◉Set up to target certain audience

Placement Exclusions

◉Useful to exclude irrelevant audiences

Strategy #2 - Audiences & Remarketing

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“Think of Retargeting as a Marathon”

Build Retargeting Lists in Adwords

◉Retargeting funnel

◉Exclusionary lists

Strategy #2 - Audiences & Remarketing

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Use Retargeting to your Advantage

◉Exclusions of Past Converters

◉Retarget to Abandoners

◉Use Time Frames to Guide Strategy

Strategy #2 - Audiences & Remarketing

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Leverage Facebook

Use tools like Adroll

◉Charged CPM pricing

◉Easy setup

Use Pixel Retargeting

◉Setup for each page

Use Custom Audiences

◉Uploading soft conversions

◉Taking audience to the next level

Strategy #2 - Audiences & Remarketing

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Strategy #3

Ads & Ad Testing

● Creating Ads

● Ad Testing

● Extensions & Customizers

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Strategy #3 - Ads

“Branch Out with Your Ad Testing”

Look at the Competition

Find similarities and stand out:

◉Ad extensions

◉Headline

◉Body copy

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Strategy #3 - Ads

Create Your Ads

Write a lot of ads.

Match your message.

Prequalify if/when possible.

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Strategy #3 - Ads

Use of Extensions

Sitelinks

Location Extensions

Callout Extensions

How are these useful after implementation?

Use of Ad Customizers

Sense of Urgency

Active Ads

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Strategy #3 - Ads

Select images that resonate with your audience.

◉Facebook groups

◉Instagram (http://websta.me/)

◉Pinterest

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Strategy #3 - Ads

Test Your Ads

Understanding Kaizen

Viewpoints (forest, trees,

branches, leaves)

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Strategy #3 - Ads

Test Your Ads

Make use of a testing cycle

● One change at a time

● Geographic considerations

● Consider Intent

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Strategy #4

Form Optimization

● Conversion Rates by Industry

● Social Forms

● Ways to Optimize

● Conversion Report!

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Strategy #4 - Form Optimization

Know your industry

benchmarks when

optimizing for form

conversions.

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Strategy #4 - Form Optimization

Create a social form.

● Social Autofill: Auto-completes your form with data

from the user’s social media accounts.

● Facebook Tab Embed: Integrate your form with

your company’s Facebook page to engage users

directly on social media.

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Strategy #4 - Form Optimization

Other form conversion tips:

● Test your submit buttons and calls to

action.

● Use Field Bottlenecks to identify the

questions that are making visitors leave.

● Hide irrelevant questions using conditional

form logic.

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Strategy #4 - Form Optimization

The 2015 Form

Conversion Report is

coming soon!

Check out #thinkppc

for a link to learn more.

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Strategy #5

Conversion Rate Optimization

● Congruence

● Testing

● Optimization Tools

● Strategies & Processes

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Strategy #5 - CRO

Ask the Right Questions

Does the landing page match the ad messaging?

◉Split test

Is the message long enough to sell the offer?

◉An Email is worth more now than ever!

◉Be convincing.

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Strategy #5 - CRO

Test the Landing Page

Use tools to test and assess your landing page before spending money on it.

◉PageCritiq

◉Email

◉Social Media

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Strategy #5 - CRO

Landing Page Tools

Below are even more tools used to generate testing ideas and create those tests

◉CrazyEgg

◉UsabilityHub

◉Google Analytics

◉Optimizely

◉VWO

◉Cross-Browser Tool

UsabilityHub

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Strategy #5 - CRO

Strategies

◉Sense of Urgency

◉CTA & Content Consistency

◉Images Used

◉Use of Forms and Fields within those Forms

◉Design Principles to maintain brand cohesiveness

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Strategy #5 - CRO

Process of CRO

1. Intention of Change

a. One change at a time

2. Creating & Implementing Test

3. Reporting & Results

4. Permanent Implementation

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5 Super Smart Strategies

What’s Going To Drive Leads?

1. The Power of Queries

2. Ads & Ad Testing

3. Remarketing & Audiences

4. Form Optimizations

5. Conversion Rate Optimization (CRO)

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Formstack Feedback: support@formstack.com