Closed Loop Marketing for Pay Per Click Lead Generation

searchmarketingexpo.com@LukeAlley

#SMX #22c

March 4, 2015

CLOSED LOOP MARKETING FOR PPC:

MEASURING & OPTIMIZING BEYOND COST PER LEAD

Luke Alley

Director of PPC

@LukeAlley


#SMX #22c

Businesses Don’t

Want Leads

Businesses Want

Quality Leads

QU

ALIT

Y L

EA

D G

EN

ER

AT

ION


#SMX #22c

“Half the money I spend in advertising is

wasted;

the problem is I don’t know which half.”

–John Wanamaker

QU

ALIT

Y L

EA

D G

EN

ER

AT

ION


#SMX #22c

“Half the money I spend in PPC is

wasted on low quality leads;

the problem is I don’t know which half.”

QU

ALIT

Y L

EA

D G

EN

ER

AT

ION


#SMX #22c

THE PROBLEMQ

UA

LIT

Y L

EA

D G

EN

ER

AT

ION


#SMX #22c

CPX Bidding

THE SOLUTIONC

OS

T P

ER

X B

IDD

ING


#SMX #22c

WHAT IS CPX BIDDING:

Cost per X bidding

X = the status/quality of a lead beyond just a “lead”

Common CPX goals:

Cost per application sent

Cost per qualified lead

Cost per demo

Cost per enrolled studentCO

ST

PE

R X

BID

DIN

G


#SMX #22c

CPX Bidding Requires Closed Loop MarketingC

LO

SE

D L

OO

P M

AR

KE

TIN

G

VISITOR

CLOSED

LOOP MKTG


#SMX #22c

WHAT CPX GOAL TO CHOOSE?

LEAD

Contacted & Qualified

Scheduled Demo

Sent Application

Received App

Revenue

LTV

Baby Named

After You

Qu

alit

y Im

pro

ve

sR

ece

ncy

& D

ata

Po

ints

CLO

SE

D L

OO

P M

AR

KE

TIN

G


#SMX #22c

Is Lead Quality Important To Clients?

85%YES

10%IT DEPENDS

5%NO

CLO

SE

D L

OO

P M

AR

KE

TIN

G


#SMX #22c

Do you feel like you have an adequate

solution for tracking and optimizing the

quality of leads?

30%YES

70%NO

CLO

SE

D L

OO

P M

AR

KE

TIN

G


#SMX #22c

How Do You Track The Quality Of

Your Leads?

50%

25%

10%

10%5%

Rely on Client Feedback

Other

Client CRM

BCC’d on Lead Emails

Excel/ Google Docs

CLO

SE

D L

OO

P M

AR

KE

TIN

G


#SMX #22c

Relying on client

feedback is like

asking customers

where they found

you. Unreliable.

CLO

SE

D L

OO

P M

AR

KE

TIN

G


#SMX #22c

MacGyvering Your PPC

Setup to Track CLM: The

Free Almost Free Way

SE

TT

ING

UP

CLM


#SMX #22c

CLO

SE

D L

OO

P M

AR

KE

TIN

G

VISITOR

CLOSED

LOOP MKTG


#SMX #22c

UR

L P

AR

AM

AT

ER

S (

QU

ER

Y S

TR

ING

S)

Destination URL - http://avalaunchmedia.com/services/slide-decks

URL Separator - ?

Element - campaign=Presentations

Element - adgroup=SMX_Presentation_Design

Element - keyword={keyword}

Element Separator - &

http://avalaunchmedia.com/services/slide-decks


#SMX #22c

UR

L P

AR

AM

AT

ER

S (

QU

ER

Y S

TR

ING

S)

http://avalaunchmedia.com/services/slide-

decks?campaign=Presentations&adgroup=SMX_Present

ations_Design&keyword={keyword}


#SMX #22c

CA

PT

UR

E D

AT

A -

HID

DE

N F

IELD

S


#SMX #22c

Who do you use for Call Tracking?

Other

CallRail

IfByPhone

Marchex/ VoiceStar

Mongoose

CallTracking Metrics

20%

15% 15%

15%

10%

10%5%5%

ResponseTap

WordStream

5%

Invoca

CA

PT

UR

E D

AT

A –

PH

ON

E C

ALLS


#SMX #22c

http://avalaunchmedia.com?keyword={keyword}

CA

PT

UR

E D

AT

A –

PH

ON

E C

ALLS


#SMX #22c

CA

PT

UR

E D

AT

A –

PH

ON

E C

ALLS


#SMX #22c

CA

PT

UR

E D

AT

A –

PH

ON

E C

ALLS


#SMX #22c

CR

M I

NT

EG

RA

TIO

N


#SMX #22c

AN

ALY

ZE

& T

IE B

AC

K T

O C

AM

PA

IGN


#SMX #22c

AU

TO

MA

ING

TH

E C

LM

PR

OC

ES

S

VISITOR

CLOSED

LOOP MKTG


#SMX #22c

Case Study – Financial IndustryE

XP

LO

SIV

E C

AS

E S

TU

DY


#SMX #22c


XP

LO

SIV

E C

AS

E S

TU

DY


#SMX #22c


XP

LO

SIV

E C

AS

E S

TU

DY


#SMX #22c


XP

LO

SIV

E C

AS

E S

TU

DY


#SMX #22c

Lead Quality

Issues

=

Defused

NO

PA

PE

R C

LIP

NE

ED

ED


#SMX #22c

Date post:	14-Jul-2015
Category:	Marketing
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