Behind the scenes: Successfully running PPC for lead generation

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Behind the scenes: Successfully running PPC for lead generation Ethan Lambert DARK HORSE Speakerdeck.com/elambert @ethan-lambert

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X #brightonSEO Who am I? Ethan Lambert PPC Executive Been doing PPC for 5 years with lead generation brands Been working in Marketing for 7 Love seeing brands succeed Responsible for clients’ PPC strategy, with 5 years experience

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- Three top tips to advance your lead gen - Why PPC matters to businesses, outside of just numbers - How to drive better performance What you’ll learn today

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Let me tell you a story X #brightonSEO . ..

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Then … It isn’t The dreaded conversion decrease X #brightonSEO Everything is good

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Small, family run company Budget-conscious approach PPC was their main driver Every enquiry made an impact PPC was their life blood X #brightonSEO

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I’m so sad All enquiries have stopped typing… 18:33 18:33 18:33 | … online typing…

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The WhatsApp message X #brightonSEO The break in the equilibrium

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20% Losing all to bigger budgets 80% X #brightonSEO

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What does PPC mean? to you? X #brightonSEO

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breakdown Let’s PPC advertisements Google Ads o Pay Per Click advertising o Get no.1 placement on Google o Search engine ads on Google o Pay us XYZ and pay Google a sh*t ton more Campaign goals Merchant center feed Creative assets Targeting signals and brand safety Location X #brightonSEO

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Your company’s life blood Rolling the dice A promotion in your company Taking your family on holiday What does PPC mean to you? X #brightonSEO

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The disequilibrium X #brightonSEO X #brightonSEO

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Our top tips for Lead gen PPC X #brightonSEO

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Tip one Assigning values X #brightonSEO 728

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X #brightonSEO Conversion values at their core

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Calculated the high percentage close locations X #brightonSEO 75% close rate - South Yorkshire 50% close rate – North Yorkshire 30% close rate - Lancashire 5% close rate - Cornwall

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One step closer to … closing leads X #brightonSEO Location Close rate Daily PPC budget South Yorkshire 75% £100 North Yorkshire 50% £75 Greater Manchester 50% £75 Derbyshire 40% £60 Lincolnshire 60% £66 Cheshire 30% £40 Nottinghamshire 80% £110 Staffordshire 30% £40 Leicestershire 25% £20 West Midlands 30% £40

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But what about lifetime values? X #brightonSEO

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X #brightonSEO

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Our understanding kept growing X #brightonSEO Location Close rate How many refer? How many come back? Daily PPC budget South Yorkshire 75% 40% 90% £130 North Yorkshire 50% 50% 70% £90 Greater Manchester 50% 60% 20% £60 Derbyshire 40% 10% 30% £50 Lincolnshire 60% 50% 80% £90 Cheshire 30% 10% 5% £20 Nottinghamshire 80% 20% 20% £80 Staffordshire 30% 50% 40% £40 Leicestershire 25% 70% 50% £30 West Midlands 30% 10% 80% £50

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X #brightonSEO The game started to change

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X #brightonSEO

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£13.26 The data started to be backed up X #brightonSEO

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X #brightonSEO Using values to further back up the data

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X #brightonSEO We could optimise on this in Google Ads

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£13.26 It supports enhanced conversions X #brightonSEO

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Tip two Check your Quality Score X #brightonSEO

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£1.00 £0.85 £0.80 £0.70 £0.75 £0.60 £0.40 £0.35 £0.32 £0.30 £0.00 £0.20 £0.40 £0.60 £0.80 £1.00 £1.20 1 2 3 4 5 6 7 8 9 10 Avg CPC vs Quality Score How quality score affects you X #brightonSEO

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Landing page exp. Ad relevance Exp. CTR Below average 24% 57% 25% Average 35% 14% 45% Above average 41% 29% 30% What makes up your quality score? X #brightonSEO

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Calculating your quality score X #brightonSEO

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Here’s one I made earlier X #brightonSEO

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£1.77 £0.96 It really does make a difference… X #brightonSEO

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£61.07 £13.26 Even towards cost conversion X #brightonSEO

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Tip three Seasonality adjustments X #brightonSEO

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We are not talking actual seasonal changes X #brightonSEO

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Where to find it in Google Ads: X #brightonSEO

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X #brightonSEO Target CPA bid strategy

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£0 £5 £10 £15 £20 £25 £30 £35 £40 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Target CPA CPA but we asked for £25 Setting target CPA to £25 X #brightonSEO

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Let’s get down to its level? X #brightonSEO 728

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X #brightonSEO

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X #brightonSEO 728

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Telling the back end algorithm X #brightonSEO 728

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£0 £5 £10 £15 £20 £25 £30 £35 £40 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Seasonality added The CPA hit £25 X #brightonSEO

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For limited budget X #brightonSEO

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Added in seasonality adjustment Increasing overall conversions X #brightonSEO

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And thus, a new equilibrium was created X #brightonSEO

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Calculate your Quality Score • Do something about it • If bad, question your agency • If good, sit back and relax What should yOU Now do? Test seasonality adjustments • Test test test • Stop limited budgets • Lower your CPAs X #brightonSEO Know your values • Understand your LTVs • Understand your close rates • Apply that data across your PPC