Pubcon Pro: How Can I Tell I'm Winning

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1@navahf @pubcon #PubCon
PUBCON PPC Day:
PUTTING THE PRO IN PROFIT

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How Do I Know If I’m Winning?
Lead Scoring, False Positives/Negatives, Reporting for Lead Gen vs Ecommerce

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Business Conversations:
What To Ask & Why

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Question: Why are you doing this?
This is a direct marketing channel
PEOPLE THINK
ROI & NOT CPM

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Goals Vary
• Sales
• Leads
• Subscriptions
• Email Acquisition
• Ad Revenue

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Not all goals are well suited to paid search
• Branding
• New Categories
• Restricted Products (CBD)
• Low Margin
• Exposure

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You can’t make people search

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WHAT IS THE VALUE
OF
AVERAGE CUSTOMER

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Paid Media
Can Feel Like A Black-Hole
If It Isn’t Grounded In Your Profit Metrics

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The More Valuable The Customer,
The More We Need To Be Prepared To Bid

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If Customers Are Worth MRR
Account For Average Customer Lifetime Value

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IDEALLY
Be Able To Keep Your CPA to 10% of Customer Value

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Question #2: How Long Is Your Sales Cycle?
Instant / Months / Longer?

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Longer Sales Cycles
Mean Continual Messaging Is Important
Awareness Interest
Decision Action

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Google Search Likely Shouldn’t Be your First Touch
(pricey) – Consider Display!

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Question:
How Many New Customers Do You Currently Get?
Where Can That Number Grow To?

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Shorter Sales Cycles
Have Easier Conversion To Sale Ratios:
Hold Search Accountable!

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Question: Who Sells You Better – Your Site or Your Team?

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Consideration
Do You Like Phone Calls
OR:
Are They A Distraction

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Prequalify Your Leads?
YES or NO

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ARE ORDERS BEING COMPLETED ON YOUR SITE?

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Where are you doing the best?
Desktop or Mobile
Is There a Clear Winner?

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In most industries, advertisers observe
lower conversion rates and higher CPAs
on mobile devices.

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Question: Are You A Necessity or Want?
TELL ME WHAT YOU WANT
WHAT YOU REALLY REALLY WANT
ZIGGA ZIGGA AH!

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Creative & Budgets
Need To Honor What You
Are

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Can You Pivot the “Want” Into A Need?

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Question: Are All Parts of Your Business Equal, or Should We
Play Favorites

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Do You Make Enough On The Sale?
To Justify Advertising

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Is There Seasonality To Your Markets/Products/Services?

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Do You Need To Promote Parts of the Business
Do to company metric demands
(Even if You Don’t Make Enough to Justify Bids).

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You Will Bury Yourself In “Success”
If You Don’t Take Account For Capacity

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Unless Your Product/Service Is “One & Done”
At Least Some Part Of Your Attention Should Be
Focused
On Existing Customers

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Question: Are Your Growth Goals Realistic

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CPA Goal
$ 1000 / mo = 1-2 clicks per day
5% CVR = $700 per lead

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DO YOU HAVE COMPETITION?

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Zero Competition might be bad
highly varied intent

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High Priced
competition might be bad

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ONE OF THESE THINGS…

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Could Google be a COMPETITOR?

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Markets are Rational

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Setting Success
& Fail Measures

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Success & Failure
and KPIs Can Take Many Forms

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Accountable For Volume Or Value?

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Goal #1: Drive First Actions
Prequalifying prospects
Giving something of value
in exchange for something
of value

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• Query Quality
• CTR if impressions are significant
• Impression share
Main KPIs

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What Does Success & Failure Look Like?
Success
• Overall sales are trending
up, quality is maintained
• Traffic to resource trending
up (without spiking spend)
• Query quality is right.
Fail
• Spend without actions
completed/tracked
• Desired prospects not
completing actions
• Query quality is completely
off

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Goal #2: Drive Sales

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• ROAS
• CPC in relation to query quality
• Conversion quality
Main KPIs

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What Does Success & Failure Look Like?
Success
• ROAS is positive
• Volume of sales increases without
compromising quality
• Sales are serviceable without
compromising operational efficiency.
Fail
• Conversions aren’t really sales/sales are
low value
• Volume of sales remains flat or
decreases
• Sales are not compatible with current
operations

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Goal #3: Drive Phone Calls

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• Calls the predominant click type
• Absolute Top Of Page Impression Share
above 75%.
• Query Quality
Main KPIs

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What Do Success & Failure Look Like?
Success
• Call quality is equal or better than before
you began the test.
• Auction price of prospects continues to be
profitable.
• Calls coming in at ideal times and can be
routed to the correct
Fail
• Call quality has gone down and the team
complains about their time being
wasted.
• Auction prices climb too high for calls to
be profitable.
• Calls don’t come in at times that you
staff for.

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Goal #4: Drive Form-Fills

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• Completions
• Query Quality
• Average CPC
Main KPIs

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What Do Success & Failure Look Like?
Success
• Form-fills are happening and more than
half could be legit prospects
• If a nurture campaign is necessary, the
CPA on the initial form-fill is profitable
• Sales team trusts leads and services
them
Fail
• Form-fills are flat or declining and the
quality isn’t there.
• “Real world” conversion rates don’t align
with the CPAs of the lead form campaign
• Sales has been “burned” too often to
service leads fully

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• Google/Microsoft Learning Periods
are 2-weeks minimum
• Every major change resets the
Learning Period.
• Contain Variables
Important Considerations
when Testing:

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Reporting: Distilling Data
Into Action

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Impression
The listing (organic or paid)
was on the page and could
have been seen by the user.
Click Through Rate
(CTR)
Ratio of clicks to
impressions:
Clicks/Impressions
Click
The listing (organic or paid)
was clicked and the user
went to the corresponding
page.
Bounce Rate
The rate of people who
come to your site and leave
within 30 seconds.
General
Metrics
Key Data Points For All
Digital Marketing

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Conversion
An action we’ve designated
as valuable like:
● phone calls
● form-fills
● watching a video
Conversion Value
Dollar amount assigned to a
given conversion action.
Conversion Rate
Percentage of clicks that
lead to conversions.
Cost Per
Acquisition/Lead
Amount paid for a campaign
(content/ad spend/etc.)
divided by number of
conversions/leads.
General
Metrics
Key Data Points For All
Digital Marketing

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Positive
● Increase over previous period +
high conversions and CTR
● Decrease over previous period +
● Flat over previous period + high
conversions and CTR
Negative
decrease in conversions and CTR
● Decrease in conversions +
● Flat impressions and decrease in
conversions + CTR
How To
Read The
Metrics Impressions

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Positive
conversions and CTR
Negative
● Decrease in conversions +
● Flat impressions and decrease in
conversions + CTR
How To
Read The
Metrics Clicks

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Positive
high conversions and clicks
high conversions and increase in
conversion rate + value
conversions and increase in
Negative
low conversions and clicks
low conversions and increase in
● Flat over previous period + low
conversions and decrease in
How To
Read The
Metrics CTR

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Positive
high conversions and clicks
high conversions and increase in
conversions and increase in
Negative
low conversions and clicks
low conversions and increase in
conversions and decrease in
How To
Read The
Metrics Bounce Rate

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Positive
high conversion value and “true”
sales.
high conversion value and “true
sales”1
Negative
low conversion value and “true”
sales.
low conversion value and “true
sales”
How To
Read The
Metrics
1. Could be a sign of fixed
conversion tracking.
Conversions

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Positive
high conversion value and “true”
sales.
high conversion value and “true
sales”1
Negative
low conversion value and “true”
sales.
low conversion value and “true
sales”
How To
Read The
Metrics
Conversion
Rate

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Positive
“true” sales.
high conversion rate and “true
sales”1
● Flat over previous period +
increase in conversions + true
sales.
Negative
“true” sales.
high conversion rate and “true
sales”1
sales.
How To
Read The
Metrics
Conversion
Value

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Positive
increase in conversions,
conversion value, and “true” sales.
increase in conversions,
sales.
Negative
decrease in conversions,
decrease in conversions,
decrease in conversions + true
sales.
How To
Read The
Metrics CPA/CPL

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Places to Look

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Each Metric Imparts Valuable Information, But Not All
Are “Action” Metrics

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Impressions:
Where
Google/MSFT
are trying To
Put Your
Money

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Average CPC:
Auction Price Of
Your
Keywords/Targets
, & How Many
Clicks Will Fit In
Your Day

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Impression Share: Of All The Impressions You Could
Be Getting, How Many Are You Losing To Structure
Choices Or Budget.

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New Metrics

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Conversion Rate + CTR:
Are We Targeting The Right People,
Is The Landing Page Effective?

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Quality Score: Is Your Structure Sound, & Is Your Ad
Making A Promise Your Landing Page Can Deliver on?

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63,000 US Accounts in Q3 2019 Average QS in US is 5.6
• QS 1 = 8%
• QS 2 = 6%
• Q3 = 12%
• Q4 = 10%
• Q5 = 13%
• Q6 = 12%
• Q7 = 13%
• Q8 = 11%
• Q9 = 7%
• Q10 = 8%

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It Won’t Surprise Anyone To See This Chart of Average CTR by QS
63000 US
accounts
in Q2
2019

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Or this one on Average CPC
63000 US
accounts
in Q2
2019

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But What Happens When We Remove Branded Campaigns and Ad
Groups
63000 US
accounts
in Q2
2019

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A similar impact is felt in CPC
63000 US
accounts
in Q2
2019

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• Quality score of 6 beat 7 with cheaper
clicks and higher CTR
• Quality score of 9 beat 10 with higher
CTR (flat CPC)
• Quality Score of 1 had cheaper CPC than
QS 2-7
Filtering out Branded:

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Impression Share with and without branded
63000 US
accounts
in Q2
2019

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Conversions with and without branded
63000 US
accounts
in Q2
2019

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• Quality score of 2 beat 3 and 5 on
impression share
• The gap in conversions between 8-10
vanishes when you remove branded
• Quality Score of 6 beat out 7 on
conversions
Filtering out Branded:

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• Higher click through rate (CTR) and
auction prices tend to be lower.
• Perfect keyword to ad, to landing page
relevancy.
• Home pages tend to get the lion share of
development and design (experience)
Why do Branded campaigns
have such a strong impact on
quality score?

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You Will Be More Active In The Beginning Of An Account
Than In A Mature Account

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Build 5 Unmovable Minutes Into Your Calendar
To Check Data

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Any Major Change Will Initiate A Learning Period
(Minimum Two Weeks)

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Make Sure Your Team/Business Has Bought Into
Some Flux In The Campaign You’re Optimizing

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Thank you!
Navah Hopkins – Hennessey Digital

Pubcon Pro: How Can I Tell I'm Winning

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