Transcript travis-phipps-fastlane-meetup-presentation-mar2015-v4

Battle Bridge Labs
Travis R. Phipps
[email protected]
battlebridgelabs.com/fastlane
t: 800.868.4503
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
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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:
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$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
I’m guessing people want some
advanced stuff,
 If you need a refresher or you’ve
never bought paid traffic, well
you’re out of luck.
AdWords Tips & Tricks
Remember when I said
Conversion Rate is King?
 Mobile Bid Adjustments
 Geo Bid Adjustments
 Time of Day Bid Adjustments
 Day of Week Bid Adjustments
AdWords Tips & Tricks
More low hanging fruit.
 Sitelinks
 Review Extensions
 Call-out Extensions
 Call Extensions
 App Extensions
AdWords Tips & Tricks
Experiment with Conversion Optimizer
and Flexible Bid Strategies .
 15+ Conversions – 30 Days – per
Campaign
 Let The Google do the work.
AdWords Tips & Tricks
Ad Testing.
 Always test two ads against each
other.
 Double your Click-Thru-Rate, and
you double your revenue. I know,
right?
Alternative Sources of Traffic
Benefits
 Takes advantage of “Barriers” to
entry.
 Not as much competition.
 You can still use some “hacks”
that the more developed mediums
don’t allow.
YouTube TrueView
Advertising
Benefits
 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.
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-alike-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
Battle Bridge Labs
Travis R. Phipps
[email protected]
battlebridgelabs.com/fastlane
t: 800.868.4503