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Wednesday, July 20, 2016

5 PPC Secrets I’ve Discovered Through Millions of Ad Spend

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5 PPC Secrets I’ve Discovered
Through Millions of Ad Spend

by Johnathan Dane under PPC

Don’t you find it odd that most “marketing secrets” are just common sense these days?
It’s extremely rare that you stumble upon PPC secrets, that are actually secrets.
Because most of the PPC secrets out there, are already widely adopted, which, by definition, makes them the opposite of secrets.
So today, I want to let you in on a little secret about my PPC secrets:
These are extremely actionable tactics that work universally well for all verticals across lead gen, SaaS, and eCommerce.
And the best thing? No one really uses these tactics.
In fact, I presented these PPC secrets on stage in front of a thousand sharp marketers at Unbounce’s 2016 Call To Action Conference, and here are the slides:

You can also grab the slides in 
PDF format here
So, let’s jump right into it…

PPC Secret #1 – The Iceberg Effect

Knowing which keywords and ads are responsible for your conversions is pretty simple and easy. You just have regular conversion tracking set up to track that.
But what happens when your keywords are not really the things that are getting you conversions?
The secret is, it’s your search terms.
And there’s a very big chance that you have a humongous keyword to search discrepancy that’s slowly bleeding your AdWords, Bing Ads, or Facebook account dry from money being spent,that will never convert.
ppc secrets
Unexposed search terms are such an untapped PPC potential.

If you look inside of your AdWords Search network campaign today, I 100% guarantee you that you’ll always have more search terms than you have keywords.
The keywords are what you control and what you’re bidding on. But the search terms are what Google is controlling and what you’re paying for.
This means that one of your single keywords (out of the potential hundreds [or more] you’re bidding on), could easily have hundreds of search terms.
This means that it’s actually a mix of your search terms that are getting you conversions, more so than your keywords.
best ppc secrets
Just look at all those search terms from a single keyword – image source

Once you actually start focusing on lowering your search term to keyword discrepancy, you regain more control, and you not only improve your cost per acquisition, but the many other metrics you care about in AdWords.
But this doesn’t just happen within your Search network campaigns. It happens on the Display network when your automatic placements outnumber your targeted placements and when your Facebook interests are grouped together to create a bigger audience size, without you being able to breakdown the individual interest performance.
So how do you take advantage of The Iceberg Effect?
It’s simple.
Create Single Keyword Ad Groups from your search term reports and extract what you can from your automatic placements reports and granulate your social PPC audiences as much as possible.
ppc tip
You need to turn bigger icebergs into smaller ones.


PPC Secret #2 – PPC Traffic Temperatures

If you’ve ever had success with PPC marketing, there’s a good chance that you got your start with the AdWords Search network by having your text ads show up on Google.
And as with any ambitious business owner, you wanted to see if you could expand and take advantage of other PPC channels, like the Display network and Facebook for example.
So you do what any logical person would do:
You take your call to action (CTA) offer of what was working on the Search network and replicate it everywhere else.
But you fail miserably.
ppc traffic temperatures
Mission Abort: Need to recalculate – GIF source

Even though the cost per clicks might be cheaper on Display or Social network, you hardly get any conversions. Or even if you do, they’re of crap quality.
Sounds familiar, right?
It has to do with a very simple principle that I call, “The Chuck Norris PPC Cycle”.
ppc cycle
Notice where different PPC visitors enter the conversion cycle.

And as you know, you can’t beat Chuck Norris, you can only obey him.
So what does that mean for you?
It means that different visitors who come from different PPC channels have completely different conversion intents.
It also means that you need to do a better job matching your CTA offer with the temperature and conversion intent of that traffic.
In simpler terms, you need to follow the Ice Cube & Lava scale (Can you tell that I have a lot of different sayings?):
ppc conversions
The stronger the intent, the more threatening your CTA can be.

What this scale shows is that the colder your traffic, the lower threat your offer has to be in order to expect conversion to come through.
And you can replicate this same logic to other types of PPC channels so you cover all your bases: Display, Video, Social, and Search.
ppc
Display is usually colder traffic, while Search is much warmer.

Let’s say that you’re a B2B PPC advertiser and your ultimate PPC goal is to generate leads through the CTA of a “Free Consultation”.
You might get that to work very well on the Search network because of your visitors having the “hot intent” of wanting what you have to offer.
But if you try to replicate that “Free Consultation” CTA on the Display network where a visitor has clicked a banner ad (and wasn’t searching for you), you can see how it gets pretty hard to expect them to convert right?
So to fix this and help you out, we compiled the different types of CTA offers that we’ve been using for our clients and the breakdown of conversion success looks pretty much like this scale:
ppc expert
Hotter CTAs won’t work for colder traffic, but colder CTAs will work for hotter traffic.

There’s one very important thing to keep in mind however:
If you don’t have a plan for taking a Display visitor from a cold offer to a warmer offer, then all your work will be for no good.
Your email nurturing and retargeting nurturing needs to help bridge the gap from one stage of your marketing funnel to the next, so that you can eventually make the money you want to.
ppc help
The PPC school you need to graduate your visitors through.

Keep in mind, that if you don’t understand your PPC traffic temperatures and their individual conversion intents, then this PPC secret won’t work for you.
In fact, you might as well keep using brute force like Marshawn Lynch and hope that it works.

Pro Tip: It won’t work

PPC Secret #3 – The Importance of Micro Conversions

Alright, so perhaps you’re already well on your way implementing PPC secrets number 1 and 2.
You’re running new PPC campaigns across different channels and networks, but you’re not getting the conversions volumes you were expecting.
You get upset.
You’re now considering sending me a glitter bomb because you feel like I lied to you about the instant success of these PPC secrets.
ppc secret
Poor fish didn’t get any part of the action – GIF source

But not so fast (although, I do appreciate gifts).
There’s a good chance that your execution is off. And because of that, it’s time to find out where your bottleneck(s) is/are.
See, before you can expect your macro conversion (the end goal you want to take place), many micro conversions need to take place.
Most of the time, these micro conversions are linear in nature, so it makes it easy for you to locate, diagnose, and fix the issue.
ppc conversion
Above are some of the most common micro conversions.

If you’re in the lead gen or SaaS space and use lead capture forms on your landing pages, then you’re familiar with the steps a visitor must take leading up to the macro conversion happening.
When you’re tracking your micro conversions you can quickly see that it might not be the landing page that has a problem. It could be the ads or the visitors you’re attracting, or even the order of your form fields.
Take a look at the difference in “Average Session Duration” between these three AdWords campaigns:
ppc conversions
There’s a big conversion potential gap between 12 to 114 seconds.

The cool thing is that you can track this micro conversion of “time on site” through Google Analytics and break down your campaign, ad group, and keyword level metrics.
In addition, you can use tools like Hotjar to track form field dwell times (how many seconds it takes for one person to fill out one field on your form), re-fill rates, and Crazy Egg for scroll depth at the PPC channel level.
Finding that certain fields on your forms are the biggest micro conversion blockers?
You could use multi step landing pages to help eliminate that bottleneck.


PPC Secret #4 – Optimize For Sales, Not Conversions

Let’s say that you’ve started taking The Iceberg Effect serious and you’re create Single Keyword Ad Groups at scale.
You’re seeing improvements in click-through-rates, quality scores, and cost per clicks.
You’ve lowered the search term to keyword discrepancy so you have more control over the keywords and search terms that are actually generating you conversions.
Now let’s take it one step further…
Let’s say that your conversion on your landing page is not an eCommerce purchase that’s black and white. Let’s say that you’re generating leads or users for your SaaS product.
You now know which keywords and search terms are producing conversions, but do you know which ones are producing sales?
ppc tips
You’ll actually be better off with less ad spend – here’s why…

Take a common PPC example of someone who has setup conversion tracking. All things being equal, which keyword is performing better?
tips for ppc
Keyword 1, right? It has the lower CPA & higher conv/rate.

But this is just showing a fraction of the whole picture.
How do these two keywords perform when it comes to generating sales, as a lead over the phone or through your SaaS onboarding?
Let’s add in some sales tracking data that’s coming from your CRM. Now which keyword is performing best?
pay per click help
Keyword 2 is now the winner, by an extremely large margin.

Once you’re able to use The Iceberg Effect, to then match your CTA offers with the PPC traffic temperatures, it’s time for you to keep going.
More importantly, it’s time you stop focusing your keywords around a common account CPA goal.
Once you pair your lead data with your sales data, you’ll be able be more aggressive with certain bids for certain types of PPC traffic that has a higher likelihood of leading to sales.
To be able to track this, you’ll want two things:
  1. URL parameter tracking
  2. Hidden fields

The URL parameters can either be done manually through UTM parameters, or automatically through ValueTrack parameters.
The hidden fields are what you add to your sign up/lead gen form so it can capture the data that’s in the URL when a visitor converts. If you’re using a landing page builder like Unbounce, then it’s incredibly easy.
Now, once you identify the sales rates of your keywords, you basically start discovering whatMulti Intent Keywords” are.
This means that within your Search network campaign, your keywords start acting like they have different PPC channel temperatures and you should start considering to treat them individually based on their conversion intent and the CTA offer their most receptive to.


PPC Secret #5 – F*** Your PPC Metrics

This isn’t as much of a PPC secret as it is a rant from my end.
There are very few things that move the needle in regards to PPC performance faster than focusing on a hybrid approach of PPC and Conversion Rate Optimization (CRO).
Once you embrace the fact that your ads are not the conversion convincing point, but that your website or landing page is, you understand how much potential a CRO mindset has for your PPC performance.
See, it’s very easy to get caught up in bullshit PPC metrics and acronyms…
pay per click best advice
AdWords has over 100 metrics, Facebook has over 75.

And while these metrics are important, they’re only guiding lights. They’re not Key Performance Indicators (KPIs).
If you’ve truly exhausted all CRO and sales value increase opportunities, then sure, focus on these metrics as your next optimization phase.
But I doubt that’s where you’re at since you’re reading this post 🙂
Be okay sacrificing your quality scores if that 1/10 keyword is making you money.
Instead, focus your time on improving your conversion rates. Not because AdWords is telling that your landing page relevance is low.


In Closing…

Like I mentioned in the opening of this post, great PPC secrets are hard to come by. And one day, these PPC secrets will no longer be secrets.
It’s up to you to do what your competitors aren’t willing to do. And it’s mostly because they’re too lazy to get anything done that truly moves the needle, and more importantly, makes more money.

PPC Management That Continues To Perform

Klientboost Blog Author <br>Johnathan Dane

Resource: https://klientboost.com/ppc/ppc-secrets/

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Need a professional writer? Fiction and non-fiction? contact richard.nata@yahoo.co.id

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My STARTUP :

Let me introduce myself. My name is Richard Nata. I am an author, novelist, blogger and ghost writer. My articles, including short stories have been published in magazines and newspapers since 1994. I have written a lot of books, both fiction and non-fiction. So I was a professional in the field of writing, both fiction and non-fiction.

I was born in Jakarta, August 17, 1968.  

In 1988, at the age of 20 years, I started working as an accounting staff. Age 24 years has occupied the position of Finance Manager. Age 26 years as a General Manager.

In 1994, my articles published in magazines and tabloids.

In 1997, I wrote a book entitled "Buku Pintar Mencari Kerja". This book is reprinted as much as 8 times. Through the book, the authors successfully helped tens of thousands of people get jobs at once successful in their careers. They were also successful when moving to work in other places.

In 1998, I started investing in shares on Bursa Efek Indonesia (Indonesia stock exchange). As a result of investing in the stock market then I can provide consulting services for companies that want to go public in Indonesia stock exchange.

more information :
1. IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT. brand, ideas, story, style, my life: IPO KAN PERUSAHAAN ANDA DI BEI, TRIK TERCEPAT MENJADIKAN ANDA SEORANG KONGLOMERAT.
2. JASA KONSULTAN GO PUBLIC ( IPO ) DI BURSA EFEK INDONESIA. 


BUKU PINTAR DAPAT KERJA GAJI TINGGI PINDAH KERJA GAJI SEMAKIN TINGGI made by retyping the book BEST SELLER of the author, entitled “Buku Pintar Mencari Kerja”. This ebook available on google play.

In 2015, I had the idea of a startup company where the readers can decide for themselves the next story. WASN'T THIS A GREAT IDEA? IF can be realized WILL BE WORTH billions USD. Because CAN PRODUCE FOR MILLIONS OF DOLLARS even tens of millions USD annually. 

In theory, in 10-20 years into the future, my startup income, amounting to hundreds of million USD annually can be obtained easily. AND IF FOLLOWED BY MANY COMPANIES IN THE WHOLE WORLD WILL THEN BE A NEW INDUSTRIAL worth trillions USD. 

To be honest. Currently I'm not having a lot of money. So I start marketing my startup with blogspot.

My STARTUP :


A story with millions of choices in it - looking investor like you.



Try to imagine this. When you're reading a story on the web or blog, you are given two choices. You can choose the next story based on your own choice. After selecting then you can continue reading the story. Shortly afterwards you will be presented back to the 2 other options. The next choice is up to you. Then you continue the story you are reading. After that you will be faced again with 2 choices. So onwards. The more stories you read so the more options you have taken.


If you feel curious then you can re-read the story by changing your selection. Then you will see a different story with the story that you have read previously. The question now is why is this so? Because the storyline will be varying according to your choice. 


I, as the author is planning to make tens of thousands of articles with millions of choices in it. With tens of thousands of articles then you like to see a show of your favorite series on TV for several years. The difference is while watching your favorite TV series, then you can not change the story. Meanwhile, if you read this story then you can alter the way the story according to your own choice.

You might say like this. Sounds like a book "choose your own adventure". Books I read when I was young.

Correctly. The idea is taken from there. But if you read through a book, the story is not so exciting. Due to the limited number of pages. When a child first you may already feel interesting. But if you re-read the book now then becomes no fun anymore because you don't get anything with the amount of 100-200 pages. 

Have you ever heard of game books?  When you were boy or girl, did you like reading game books? I think you've heard even happy to read it.

Gamebooks are sometimes informally called choose your own adventure books or CYOA which is also the name of the Choose Your Own Adventure series published byBantam BooksGamebook - Wikipedia, the free encyclopedia
Gamebook - Wikipedia, the free encyclopedia

A gamebook is a work of fiction that allows the reader to participate in the story by making effective choices. The narrative branches along various paths through the use of numbered paragraphs or pages.
Lihat preview menurut Yahoo

Bantam Books with the Choose Your Own Adventure 

series has produced more than 250 million US 

dollars. While I offer you more powerful than the Choose 

Your Own Adventure. Because of what? Because the 

story that I made much more interesting than the stories 

created by the authors of Bantam Books. You will not get anything just to 100-200 pages. While the story that I created is made up of tens of thousands of articles with millions of choices in it.

For comparison are the books published with the theme "choose your own adventure" produces more than 250 million copies worldwide. If the average price of a book for 5 USD, the industry has produced more than 1.5 billion USD. But unfortunately this industry has been abandoned because the reader begins to feel bored. The last book was published entitled "The Gorillas of Uganda (prev." Search for the Mountain Gorillas ")". And this book was published in 2013.

Based on the above, then you are faced with two choices. Are you interested in reading my story is? Or you are not interested at all. The choice is in your hands.
If you are interested then spread widely disseminated this article to your family, friends, neighbors, and relatives. You can also distribute it on facebook, twitter, goggle +, or other social media that this article be viral in the world. By doing so it is a new entertainment industry has been created.

Its creator named Richard Nata.

The full articles that talks about this: 
  



WHY DO I NEED STARTUP FUNDS FROM INVESTORS? I NEED A LOT OF FUNDS FROM INVESTORS BECAUSE I HAVE TO LOOKING FOR EXPERT PROGRAMMERS(IT).BECAUSE THE DATA IS HANDLED IS VERY LARGE, IT MAY HAVE TO WEAR SOME PROGRAMMERS(IT).

I CAN NOT WEAR SOME FREELANCE PROGRAMMER BECAUSE THE DATA MUST BE MONITORED CONTINUOUSLY FROM VIRUSES, MALWARE, SPAM, AND OTHERS.

IN ADDITION FUNDS FROM INVESTORS IS ALSO USED TO BUY SERVERS WITH VERY LARGE CAPACITY. FUNDS ARE ALSO USED TO PAY EMPLOYEE SALARIES AND OPERATIONAL COSTS OF THE COMPANY.

FUNDS CAN ALSO BE USED FOR ADVERTISING AND OTHER MARKETING STRATEGIES.FUNDS CAN ALSO BE USED TO ADVERTISE MY STARTUP AND OTHER MARKETING STRATEGIES.

IF I GET A VERY LARGE FUND, THE PART OF THE FUNDS USED TO TRANSLATE THE STORY INTO VARIOUS LANGUAGES.With more and more languages, the more readers we get.
WITH MORE AND MORE READERS, THE MORE REVENUE WE GET. 

AS AN INVESTOR THEN YOU DO NOT HAVE TO FEEL ANXIOUS ABOUT YOUR FUNDS. BECAUSE YOUR FUNDS WILL NEVER BE LOST BECAUSE IN 3-5 YEARS YOU HAVE RETURNED THE FUNDS COUPLED WITH PROFIT.
THIS BUSINESS IS ONE AND THE ONLY ONE IN THE WORLD.

If we can make a good story, so that the readers will 

come again and again for further reading the story then 

our earnings will continue to grow and will never 

diminish. This is due to new readers who continued  to 

arrive, while long remained loyal readers become our 

customers.

So that the number of our readers will continue to 

multiply over time. With the increasing number of loyal 

readership then automatically the amount of income we 

will also grow larger every year. The same thing 

happened in yahoo, google, facebook, twitter, linkedin, 

and others when they still startup.

Deuteronomy {28:13} And the LORD shall make thee the 

head, and not the tail; and thou shalt be above only, and 

thou shalt not be beneath; if that thou hearken unto the commandments of the LORD thy God, which I command thee this day, to observe and to do [them: ]

Try to imagine this. If I give a very unique story. It was the first time in the world. But the world already know this story even liked it. Because the world love the game books. While the story that I made is the development of game books.
Do you Believe if I dare say if I will succeed because my story will be famous all over the world as Harry Potter?
I believe it. Not because I was the author of the story, but because of the story that I made is unique and the only one in the world. 
Income from my startup :
1. Ads. With millions of unique visitors, the price of the ads will be expensive.
2. Affiliate marketing. In addition to advertising, we are also able to put up some banner from affiliate marketing.
3. Contribution of the readers. If you have a million readers and every reader to pay one US dollar per year then you will get the income of one million US dollars per year. 
If you have a million readers and every reader to pay one US dollar per month then you will get as much revenue twelve million US dollars per year.
4. Books and Comics. After getting hundreds of thousands to the millions of readers of the story will be made in books and the form of a picture story (comics).
5. Movies. If we have a good story with millions of readers then quickly we will be offered to make a film based on the story.
6. Merchandise related to characters. After the movies there will be made an offer for the sale of goods related to the characters.
7. Sales. With millions of email that we have collected from our readers so we can sell anything to them.
    Each income (1-7) worth millions to tens of millions of US dollars. 
    Because each income (1-7) worth millions to tens of millions of US dollars. Then in 10-20 years into the future, AI will be earning hundreds of million USD annually.
So how long do you think my story that I made could gather a thousand readers? Ten thousand readers? One hundred thousand readers? A million readers? Five million readers? Ten million readers? More than ten million readers?
But to get all of it of course takes time, can not be instant. In addition, it takes hard work, big funds and placement of the right people in the right positions.
By advertising, viral marketing, strong marketing strategies and SEO then a million readers can be done in less than a year. Ten million readers can be done in two to three years.
This is the marketing strategy of my startup.
When hundreds of thousands or millions of readers already liked my story then they have to pay to enjoy the story that I made.
If you are a visionary then you will think like this.
With the help of my great name in the world of business, my expertise in marketing, advertising, marketing by mouth, viral marketing, then collecting a million readers to ten million readers will be easy to obtain. Is not that right?
The question now is what if people like my story as they like Harry Potter? You will get tens of millions or even hundreds of millions of email addresses from readers. With that much email, we can sell anything to the readers.
Since April 2013, Wikipedia has around 26 million articles in 285 languages are written by 39 million registered users and a variety of anonymous people who are not known from other parts of the world.  Web ranked by Alexa, Wikipedia is a famous website number 6 which has been visited by 12% of all Internet users with 80 million visitors every month and it is only from the calculation of America.

resource : http://www.tahupedia.com/content/show/136/Sejarah-dan-Asal-Mula-Wikipedia

If no Wikipedia then need hundreds of thousands to millions of books required to make 26 million articles in 285 languages into books.

With the Wikipedia then people started to leave to read a book or books to seek knowledge about a subject or many subjects.

The same thing will happen. Read a story in a book or books to be abandoned. Read a story with millions of choices on the web or blog is far more interesting than reading a book or books. 

So what happens next? In 10-20 years ahead then read a story in a book to be abandoned. Otherwise my startup will grow and continue to develop into a new entertainment industry.

New entertainment industry, where I was a forerunner startup will continue to evolve. 
Therefore, in 10-20 years into the future, my startup will be earning hundreds of million USD annually.

So do not delay. Invest your money immediately to my startup. Take A Look. There are so many advantages if you want to invest in my startup.
WHY YOU SHOULD INVEST YOUR MONEY RIGHT NOW? .
IF YOU INVEST YOUR FUNDS IN ONE, TWO OR THREE YEARS INTO THE FUTURE, YOU MAY BE TOO LATE.
BECAUSE IN 1-3 YEARS INTO THE FUTURE THEN I'VE GOT THE FUNDS. THE FUNDS CAN COME FROM SOME INVESTORS, LOANS FROM BANKS OR FROM ADVERTISEMENTS POSTED ON MY BLOG.

IF I'VE GOT A LARGE AMOUNT OF FUNDS THEN I'VE NO NEED OF YOUR FUNDS. SO INVEST NOW OR NOT AT ALL.

My BLOG started to be written January 11, 2015. TODAY, MAY 30, 2015, THE NUMBER OF CLICKS HAS REACHED 56,750. SO FAR SO GOOD.

If I get big funds from investors then with a quick story that I wrote will spread throughout the world.

So I got acceleration because I can put ads in a large variety of media such as Google AdWords, Facebook, and others. I also can perform a variety of other marketing strategies.
If I do not get funding from investors then my story would still spread throughout the world. But with a longer time, Slow but sure.

So either I get funding from investors or not, the story that I wrote will remain spread throughout the world. Ha ... 7x

So don't worry, be happy.

My advice to you is you should think whether the data that I have provided to you makes sense or not .
If my data reasonable then immediately invest your funds as soon as possible.

Then we discuss how we plan further cooperation.

Thank you.
Lord Jesus bless you.
Amen
P.S. The offer letter I gave also to the hedge funds and 

venture capital and other major companies 

in the entire 

world. So who is fast then he will get it.


P.P.S. In addition, there is one more thing I 

want to tell you. If a story can generate tens 

of millions of US dollars, then what if made 


many stories? Then why do not you make 2, 3 or many stories? You will get hundreds of million USD annually. 

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