How to Qualify Your PPC Traffic & Increase Conversions

Brad Geddes!
Founder,!
Certiﬁed Knowledge &
AdAlysis.com

Thank you for joining us!

We’ll be starting in just a few minutes

#unwebinar @unbounce @bgtheory ! !!
Oli Gardner!
Unbounce Co-Founder &
Creative Director

How To Qualify Your PPC Trafﬁc & Increase Conversions

Recording and slides will be emailed 
by the end of the week

try.unbounce.com/for-ppc-campaigns!

See how Unbounce can help you quickly
build and publish targeted landing pages  
(without having to code)

Stick around afterwards

Oli Gardner!
Unbounce Co-Founder &!
Creative Director!
@oligardner

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Brad Geddes!
Founder,!
Certiﬁed Knowledge & AdAlysis.com!
!
@bgtheory

Ad & Landing Page Interaction!

1000 Searches!
General Ad with High
CTR / No
Qualiﬁcation!
10% CTR on Ad!
(100 people see our
page)!
1% Landing Page
Conversion Rate!
1 Customer!
1000 Searches!
Excellent Ad
Qualiﬁcation!
5% CTR on Ad!
(50 People see
our page)!
10% Landing
Page
Conversion Rate!
5 Customers!
Why We Test Ads for Landing Pages!

Searches! Clicks! Cost Per Click! Cost! Conversions! CPA!
Unqualiﬁed
Ad!
1000! 100! $1! $100! 1! $100!
Qualiﬁed Ad! 1000! 50! $1! $50! 5! $10!
The Economics of Ad Testing!

• Use most qualiﬁed search queries!
• Test ads!
• Test landing pages!
!
Successful Marketers do All Three!
!
Today we’re going to focus on the trafﬁc driver: PPC Ads!
Increasing PPC Conversion Rates!

Test By Device Type

Answer: Technically 1, but you don’t have enough data!!
Which Ad is Best?!

The Real Answer:!
•  Ad 1 is Best for Mobile!
•  Ad 2 Is Best for Desktops!
Real Answer: It Depends by Device!

Make Sure You Use “Mobile Preferred”!

Count of Ad! !
Row Labels! Mobile! All!
Ad Group 1! 2!
Ad Group 2!
Ad Group 3! 1! 2!
Ad Group 4! 3! 2!
Ad Group 5! 10!
Ad Group 6! 2! 6!
Ad Group 7! 1! 7!
Ad Group 8! 1! 6!
Ad Group 9! 7!
Your Multi-Device Ad Groups Should Use Each Ad Type!

Test by ‘Effective Device’!

Source: http://www.businessinsider.com/mobile-advertising-growth-in-2014-2013-12!
Mobile Growth!

Ad Testing Metrics


Which Test Is Best?!

•  Impression!
•  Click!
•  CPC!
•  Impression & Click:!
•  CTR!
•  Conversions!
•  Average sale amount!
PPC Metrics For Ad Testing!

•  Impression!
•  Click!
•  CPC!
•  CTR!
•  Conversions!
Conversion Rate!

•  Impression!
•  Click!
•  CPC!
•  CTR!
•  Conversions!
CPA: Cost Per Acquisition!

•  Impression!
•  Click!
•  CPC!
•  CTR!
•  Conversions!
ROAS or ROI!
Note: ROAS is a good bid management strategy if you watch the volume.!

Metrics Should Start at the Impression!

Must Accommodate CPCs & Cost!

Take into Account Conversions & Sale Amount!

•  Impression!
•  Click!
•  CPC!
!
•  CTR!
!
•  Conversions!
Great for CPA Target Accounts

Not great for accounts with margins and variable sales amounts


CPI: Conversion Per Impression!

CPI = (Conversions) / (Impressions)!

Calculating Conversion Per Impression!

PPI = (Revenue – Cost)/ (Impressions)!
If you have margins, hard costs, etc – remove those before calculations.!

Proﬁt Per Impression!

If 2 more sales a year at $25 Sale:!
Don’t Forget Lifetime Value!

Data after 97 impressions!
Ad! Impressions! Clicks! CTR! Z-Score! Conﬁdence!
Control! 40! 1! 2.5%! N/A!
Ad 2! 33! 5! 15.15%! 1.88! 97.03%!
Ad 3! 24! 0! 0%! -1.01! 15.57%!
Data after 3163 impressions!
Ad! Impressions! Clicks! CTR! Z-Score! Conﬁdence!
Control! 1023! 23! 2.25! N/A!
Ad 2! 993! 29! 2.92%! 0.95! 82.9%!
Ad 3! 1147! 56! 4.88%! 3.35! 99.96%!
Minimum Viable Data!

Always Use Rotate for Testing!

Time!
Minimum: 1 week. Each day has different characteristics. Allow those variances to run over a week’s time.!
Better: 1 month. Each week has variances (especially pay week). Allow that to play over a month’s time.!
Ideal: 3 buying cycles (with a minimum of one month)!
!
Trafﬁc!
Minimum 300 clicks per ad.!
Better: 500 clicks per ad!
Ideally: 1000 clicks per ad.!
One needs to allow enough potential conversions per ad (i.e. clicks) to give each ad adequate time to perform before making
decisions.!
!
Conversions:!
Minimum: 7 conversions per ad!
Ideally: 15+ conversions per ad.!
!
Minimum Data Recommendations!

Multi Ad Group Testing

Active Ads: 1,996,108!
Too Many Ads!

Too Little Data!

Test By Ad Line Across Multiple Ad Groups!

Create Consistent Ads!

Use Pivot Tables To Test At Ad Line Levels!

Enterprise Accounts: Use Labels!

Apply Labels to Ads!

Segment or Test by Labels!

Mobile CTR! Desktop CTR!
Call Us! 11.2% (includes calls)! 5.2%!
Contact Us! 4.1%! 6.9%!
Example.com/Things! 4.2%! 5.3%!
M.example.com/things (or
example.com/mobile)!
8.2%! N/A!
Find the Nearest Store! 7.6%! 4.5%!
Shop Now! 2.1%! 5.8%!
A Few Examples of Why To Test by Device & Ad Lines!

Testing Ads & Landing Pages Together

Testing Ads With One Landing Page!

Test 2 Ads With 2 Landing Pages!

Testing Ads With Responsive Design Pages!

Testing Ads With Dedicated Mobile & Desktop Pages!

Visit adAlysis.com for Early Beta Access!
adAlysis: Powerful Ad Testing Made Easy!

Why use Unbounce  
to build your landing pages?

Increase your conversion rates 
with targeted pages & A/B testing

You’ll get better results  
from your campaigns

Quit waiting weeks for your developers

Building pages  
with Unbounce is fast

Build, publish and optimize  
without having to wait for developers or designers

You maintain control  
of your campaigns

How to Qualify Your PPC Traffic & Increase Conversions

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