#ATTN2018 @ADIDO

REDESIGN A WEBSITE OR DRIVE MORE TRAFFIC? WHO WINS, YOU DECIDE!

#ATTN2018 @ADIDO

#ATTN2018 @ADIDO

#ATTN2018 @ADIDO

#ATTN2018 @ADIDO

#ATTN2018 @ADIDO

#ATTN2018 @ADIDO

#ATTN2018 @ADIDO

#ATTN2018 @ADIDO

Channel Spend Avg. CPC Clicks Conv

rateNew

CustomersCost per

Customer AOV Total Revenue ROI

PPC £20,000 £3.50 5,714 1.5% 86 £233.33 £1,026 £87,943 340%

Remarketing £1,000 £0.50 2,000 0.4% 8 £125.00 £995 £7,960 696%

Display £3,500 £1.00 3,500 0.2% 7 £500.00 £995 £6,965 99%

Facebook Ads £4,000 £2.00 2,000 0.5% 10 £400.00 £995 £9,950 149%

£28,500 111 £257.42 £112,818 296%

PLANNING MAKES PERFECT

#ATTN2018 @ADIDO

Channel Spend Avg. CPC Clicks Conv

rateNew

CustomersCost per

Customer AOV Total Revenue ROI

PPC £20,000 £3.50 5,714 1.5% 86 £233.33 £1,026 £87,943 340%

Remarketing £1,000 £0.50 2,000 0.4% 8 £125.00 £995 £7,960 696%

Display £3,500 £1.00 3,500 0.2% 7 £500.00 £995 £6,965 99%

Facebook Ads £4,000 £2.00 2,000 0.5% 10 £400.00 £995 £9,950 149%

£28,500 111 £257.42 £112,818 296%

PLANNING MAKES PERFECT

#ATTN2018 @ADIDO

PLANNING MAKES PERFECT

#ATTN2018 @ADIDO

#ATTN2018 @ADIDO

PERFECTING PPC

+14%

#ATTN2018 @ADIDO

SUCCESS IN SEO

#ATTN2018 @ADIDO

SUCCESS IN SEO

?

?

#ATTN2018 @ADIDO

CHOOSING YOUR WEAPON•Social media•PR•Content campaigns (SEO)•Display ads•Video

AWARENESS

•Custom audiences (social)•Email•Community / groups•Programmatic

CONSIDERATION

•Paid / organic search•Custom audiences (social)•Remarketing•Email

EVALUATION

•Paid / organic search•Paid social?•Email marketing

CONVERT

#ATTN2018 @ADIDO

Channel Spend Avg. CPC Clicks Conv

rateNew

CustomersCost per

Customer AOV Total Revenue ROI

PPC £20,000 £3.50 5,714 1.5% 86 £233.33 £1,026 £87,943 340%

Remarketing £1,000 £0.50 2,000 0.4% 8 £125.00 £995 £7,960 696%

Display £3,500 £1.00 3,500 0.2% 7 £500.00 £995 £6,965 99%

Facebook Ads £4,000 £2.00 2,000 0.5% 10 £400.00 £995 £9,950 149%

£28,500 111 £257.42 £112,818 296%

PLANNING MAKES PERFECT

#ATTN2018 @ADIDO

WHAT THE FUNNEL?

• The conversion funnel can tell you a HUGE amount where you are losing sales/leads

• Login pages almost never work – get rid of them! (or at least test!)

• Expect 10% drop out of stages as best practise

• Industry average of ALL abandonment is 25%

• What control do you have over this process?

#ATTN2018 @ADIDO

WE DON’T LIKE UNCERTAINTY

#ATTN2018 @ADIDO

WE LIKE COPYING OTHERS

#ATTN2018 @ADIDO

WHAT THE FORM?• Organic search, email and

paid search are likely your friends

• Social media almost never converts unless you are in a specific niche

• Look at what content, channel and messaging is working best

• Is it easy to contact you?• Track phone calls as these are

often half of leads in B2B –there are tools for this

• Conversions can also happen in other places e.g. FB

#ATTN2018 @ADIDO

#ATTN2018 @ADIDO

IT’S OFTEN A LONG JOURNEY• We need to be holistic -

looking at the last action performance is sometimes foolish

• Most clients will see multiple visits from different channels before converting

• Conversions can sometimes take days or weeks – it is not unusual to 15-20% sales happen after a few weeks

• Again social is often a poor performing channel

#ATTN2018 @ADIDO

Y

#ATTN2018 @ADIDO

WHAT CAN YOU DO?• If you are doing paid search, keep testing new features & CPC bids

• If you are doing SEO, focus on specific areas / topics and double down on them by creating REALLY good & useful content• NOTE – this is hard! (see Steve’s / Mark’s slides…)

• If you are doing social media, see above. Also BE SOCIAL and don’t just broadcast• Be prepared to spend money!

• If you are doing email, see above but keep working on growing your list

• If you are doing everything yourself then get more people / support! You are probably doing too much!

#ATTN2018 @ADIDO

DO YOUR OWN PLAN?

#ATTN2018 @ADIDO