Improving PPC Campaign Effectiveness Through Pipeline Measurement
- 1. Improving PPC Campaign Effectiveness through Pipeline Measurement JD Prater Director of Growth Marketing @jdprater
- 2. How many times have you heard this? @jdprater
- 3. How many times have you heard this? Clients: We need to drive more leads. @jdprater
- 4. How many times have you heard this? Sales: These leads low quality. I need better quality leads! @jdprater
- 5. How many times have you heard this? CMO: How many leads turned into customers (revenue)? @jdprater
- 6. How many times have you heard this? CEO: Where should we double down on budget to drive more revenue? @jdprater
- 7. 1. Track every dollar spent 2.Create KPIs and measure outcomes 3.Track pipeline back to campaigns 4.Determine ROI and report regularly Road Map @jdprater
- 8. 1. Track every dollar spent
- 9. CMOs Want to Accelerate Revenue Growth — CMO Council & SAP
- 10. — Accenture, C-level disruptive growth Guess who is most likely to shoulder the blame if growth targets aren’t met?
- 11. ● Monitoring budgets & KPIs ● Visualize metrics quickly ● Project goals Invest in an automated tracking system
- 12. 2. Create KPIs and measure outcomes
- 13. “ — Forrester Research Less than 1% of leads will ever become customers @jdprater
- 14. @jdprater
- 15. The Conversion “Funnel” Is Complex Traditional funnel
- 17. It’s important to establish and track goals at each point in the funnel. The Marketers Iceberg @jdprater Don’t stop at MQL. Go deeper!
- 18. Goal = Engage / Nurture ● Newsletter Sign Ups ● Calls ● Downloads ● Demos ● Trialers ● Salesforce Opportunities ● Customers Track all possible conversion touchpoints to understand how users engage with your brand throughout their lifetime. Which conversion online conversion goals to track? ALL of them!
- 19. Marketing Math know your conversion rate at each stage of the funnel CONVERSION RATES Lead = 5% MQL = 20% SQL = 50% Opportunity = 20% Customers = 50% NUMBERS Visitors = 50,000 Leads = 2,500 MQL = 500 SQL = 250 Opportunities = 50 Customers = 25 @jdprater
- 20. Marketing Math know your conversion rate at each stage of the funnel CONVERSION RATES Lead = 5% MQL = 20% SQL = 50% Opportunity = 20% Customers = 50% NUMBERS Visitors = 50,000 Leads = 2,500 MQL = 500 SQL = 250 Opportunities = 50 Customers = 25 Takeaway The less companies know about their KPIs, the less likely they are to meet their revenue goals. @jdprater
- 21. 3. Track pipeline back to campaigns @jdprater
- 22. “ ~ Peter Drucker If you can't measure it, you can't improve it @jdprater
- 23. Channel Spend Lead (MQL) CPL AdWords $15,000 30 $250 Bing $5,000 25 $200 Facebook $5,000 50 $100 LinkedIn $10,000 20 $500 Total $35,000 125 $280 Focus here Cut here If you’re only tracking leads @jdprater
- 24. Optimization: Pause high CPL campaigns @jdprater
- 25. Your optimizations may cost you revenue Channel Spend Lead (MQL) CPL Customers Revenue ROAS ACV AdWords $15,000 30 $250 4 $32,000 213% $8,000 Bing $5,000 25 $200 3 $15,000 300% $5,000 Facebook $5,000 50 $100 1 $4,000 120% $4,000 LinkedIn $10,000 20 $500 4 $32,000 320% $8,000 Total $35,000 125 $280 12 $83,000 243% $6,917 @jdprater
- 26. Better Optimization: Increase LinkedIn spend! @jdprater
- 27. Your optimizations may cost you revenue Channel Spend Lead (MQL) CPL Customers Revenue ROAS ARPU AdWords $15,000 30 $250 4 $32,000 213% $8,000 Bing $5,000 25 $200 3 $15,000 300% $5,000 Facebook $5,000 50 $100 1 $6,000 120% $6,000 LinkedIn $10,000 20 $500 4 $32,000 320% $8,000 Total $35,000 125 $280 12 $85,000 243% $7,083 Takeaway Not all leads and networks are created equal @jdprater
- 28. Bonus! You now have the data to ask for more budget Channel Spend Lead (MQL) CPL Customers Revenue LinkedIn $15,000 30 $500 6 $48,000 Channel Spend Lead (MQL) CPL Customers Revenue LinkedIn $10,000 20 $500 4 $32,000 Projection: $5,000 more ad spend will net another $16,000 in revenue @jdprater
- 29. Show me your ways! @jdprater
- 31. Online Tracking Visitors to Leads Offline Tracking Leads to Customers We have a tracking dilemma @jdprater
- 32. Use hidden fields to pass more data into CRM @jdprater
- 34. Create marketing SQL lead source dashboards to align with sales Salesforce dashboard by source
- 35. Marketing dashboards Salesforce fields Takeaway Marketers need to get comfortable navigating CRMs @jdprater
- 36. Connecting CRM data back to ad performance Online Tracking Visitors to Leads Offline Tracking Leads to Customers @jdprater
- 37. We like G-Connector for Salesforce to pull reports into Google Sheets or export into Excel *you’ll need a Salesforce login to complete set-up Pulling CRM Reports @jdprater
- 38. Import conversions back into AdStage @jdprater
- 39. Offline conversions mapped to online campaigns Show the value of your ad campaigns in the context of business goals @jdprater
- 40. 4. Determine ROI and report regularly
- 41. “ —Hubspot Marketers that calculate ROI are 1.6X more likely to receive higher budgets. @jdprater
- 42. What happens when you report on clicks to the CMO? @jdprater
- 43. What happens when you report on revenue? @jdprater
- 45. Go deeper and determine ROI from campaigns @jdprater
- 46. • SQLs are the new MQLs • Contribution to pipeline • Contribution to closed own deals • Actualized revenue from marketing campaigns KPIs to measure in 2018 @jdprater
- 47. Walk out of that meeting like a boss @jdprater
- 48. Recap ✓ Track every dollar spent ✓ Create KPIs and measure outcomes ✓ Track pipeline back to ad campaigns ✓ Determine ROI and report out regularly ✓ BONUS: Test, iterate, and optimize @jdprater
- 49. “CPC is not a Key Performance Indicator. . . Here's what you should actually care about: Profit Per Click. ~ Avinash Kaushik @jdprater
- 50. #SMX #22c @jdprater JD Prater JD is the Director of Growth Marketing at AdStage. Host of the PPC Show podcast. Let me know if you’re interested in being a guest! @jdprater