1.
The PPC Essentials for Successful
Lead Generation!
Sahil Jain | @sahilio
CEO & Co-Founder | AdStage

2.
About Me
Sahil Jain, CEO and Co-founder
of AdStage, @sahilio
• Co-founded first company, YC & SV Angel
backed, Trigger.io at 20
• Dropped out of UC Berkeley to join AOL Corp
Dev. at 19
• Dropped out of High School to join Yahoo!
Mobile at 17 and worked in the professional
video game industry before that

3.
About AdStage
Manage ad campaigns across Google, Bing, Facebook,
LinkedIn, and Twitter

4.
Today’s Agenda
• Creating a Lead Definition and Budget
• Selecting Channels for Syndication
• Creative Concepts and Strategy
• Thinking About Your Post-click Strategy
• Setting Up Conversion Tracking
• Optimizing for Conversions
• Creating Evergreen Campaigns

5.
Creating a Lead Definition
• Define your ICP (Ideal Customer Profile)
- company type: revenue, team size, industry, geo
- individual type: role, decision making ability, budget, pains
• Define what a “Qualified Lead” looks like
- what is the desired action that will be defined as a “conversion”
- Examples:
> webinar registration
> demo request
> specific type of engagement

6.
Creating a Budget
Determine your
breakeven point
Plug in # desired
customers, LTV, & avg.
close rates
Solve for your
budget
Work backwards
with top metrics

7.
Let’s Break it Down
I. Calculate an educated budget
Break even point x total desired customers = proposed budget
• $1,200 avg. sale x 150 desired customers = $180,000 budget
II. Set a benchmark for lead volume
Total desired customers / avg. close rate = leads needed
• 150 desired customers / 6% avg. close rate= 2,500 leads needed
III. Align your campaigns to a target CPL
Total budget / Total leads needed = target cost per lead
• $180,000 / 2,500 = Target cost per lead of $72.00

8.
Channels for Syndication

9.
Google AdWords
• Search: Keyword targeting, RLSA
• Display: Remarketing, contextual keyword or placement targeting
• Lead Gen Feature Highlight: Customer Match across YouTube,
Gmail, Search

10.
LinkedIn
• Powerful job title, company, skills, and function targeting for B2B
• Display: Text Ads, Sponsored Updates / Direct Sponsored Content
• Lead Gen Feature Highlight: Direct Sponsored Content

11.
Facebook
• Demographic, interest and behavior targeting (psychographics)
• Display: right-rail, newsfeed, Instagram, and audience network
placements ads
• Lead Gen Feature Highlight: Lead Ads

12.
Twitter Lead Gen Cards
• Keyword/hashtag, handle, and event targeting
• Display: Sponsored tweets & cards
• Lead Gen Feature Highlight: Lead Gen Cards

13.
Allocating Budget Across Channels
Start with 1 or 2
networks
Consider the
competition
& reach
Think about the
campaign length
Consider your lead
definition

14.
Shape Your Creative

15.
Nail Your Headlines

16.
Grab Their Attention

17.
Tell Them Why

18.
Add a Clear CTA

19.
Craft Your Landing Page

20.
Elements of a Converting Landing Page

21.
Mobile Optimized

22.
Remind Your Audience Who You Are

23.
Short Form with Lead Collection Field

24.
Always include “What’s in it for Me?”

25.
Clear and Concise Call to Action

26.
Conversion Tracking Code

27.
Setting Up Conversion Tracking

28.
Google AdWords

29.
Google AdWords

30.
Bing Ads

31.
Bing Ads

32.
Facebook Ads

33.
Facebook Ads

34.
Twitter Ads

35.
LinkedIn Ads via AdStage

36.
Google Analytics

37.
Third-Party Analytics

38.
Optimizing for Conversion

39.
Track, Learn, & Iterate

40.
Tools for Landing Page Testing

41.
Landing Page Test Examples
Check out whichtestwon.com for inspiration

42.
Nurture Your Leads
Deploy custom/tailored audience and web display retargeting

43.
Expand Your Ad Targeting

44.
Questions
More About Lead Gen
bit.ly/HeroLeadGen
Learn PPC
adstage.io/academy

45.
Thank You