Strategies for explosive growth - PowerPoint Presentation

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Strategies for explosive growth

PPC Growth Hacking/CheatingSlide2

Academy (UK)

#

PPCGrowthHacking

#SPWK

750 GA

questions answered

Welcome

Phil Pearce

PPC and Analytics Expert

Freelancer

@

philpearce

phil@precisionppc.me

www.linkedin.com/in/philpearceSlide3

Fun fact, I`m an Identical Twin...

”I successfully cloned

myself to

increase my productivity” ;)Slide4

Agenda

Traditional PPC modelWhat is Growth Hacking + ExamplesWhat is PPC growth hacking + Examples

Learnings & Cross industry examplesSo… Apply it to my WebsiteTake aways ResourcesSlide5

What is PPC Growth?

Classic model

Create new marketing campaign.If CPA data is within target threshold = then growth achievedThen Increase marketing.Repeat above steps, until threshold reached.Repeat until CPA threshold reachedSlide6

And… needs to be Scalable, Repeatable and Sustainable.

What is Growth Hacking for PPC?

Note: “Product” could be value-proposition or incentivesSlide7

So…Slide8

2x

Conversions =

4x CPA! (not sustainable)PPC is limited by CPA curveSlide9

Although… ~free assists sales growth… When creating a GA custom Multi Channel funnel report, be aware that Landing page & Google Organic KW not available

(i.e not easy to separate Brand/Non-Brand SEO for above example).Slide10
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But… PPC growth for start-ups is expensive!Slide12

Rapid growth using PPC, that is that sustainable?

Yes, its possible…



super affiliate with 90%

ppc

and active for 5+years

I`ve done it before!Slide13

But…You need to achieve Product Market

Fit before starting a growth campaign.Will anyone by your Product?If you stopped trading would 40%+ users complain?

Link to Product Market Fit test: http://survey.io/Slide14

Ok… So you have passed Product market fit test/interview.

Now what?…Slide15

Jump into Growth Hacking?

Growth hacking is a set of tactics adopted by startups which leverage creativity, analytical data &

viral marketing to sell products and gain exposure. Growth hackers focus on “low-cost“, “high impact” alternatives to traditional marketing. They utilise techniques such as SEO, content marketing, online PR, email marketing, web analytics & CRO testing. Ref : wikipedia.org/wiki/Growth_hackingSlide16

What is Growth Hack-er?

A growth hacker is a person whose true north is GROWTH. EVERYTHING they do is scrutinised by its potential impact on scalable growth.

Great growth hackers can come from: Engineering/DevelopmentSales backgroundsor Analytics backgroundsSlide17

How do you know when you find one?

The key is they MUST have the ability to take responsibility for growthhave an entrepreneurial drive

be regimented about the process of prioritising ideas (their own and others in the company)then quickly test & refine these ideas… to find a sustainable hack.www.startup-marketing.com/where-are-all-the-growth-hackers/Slide18

What could you do with just €100 (not thousands) to achieve growth?

Lastly resourcefulness!Slide19

PPC Growth Hacking Ideas…

Standard

Adwords $1 * 100 clicks?Open 2 Adwords accounts $50*2 + $150 creditsTrending News phrases with Don’t Click this Advert Campaign = 100 clicks, but 10,000 impressions & PR story.http://www.icrossing.co.uk/ann-summers-case-studyhttp://www.youtube.com/watch?v=eVU60NRuOJoIt leverages the Changes in the Algo for New advertisers in first 2weeksSlide20

Other ideasAsk users to create ads

for you…Task: Tell a Joke using 25 characters + 70 characters.

Humour Examples : Super Vacuum Cleaners Your Dirty Language is the Only thing it cant Clean! supervacuumcleaners.com/super-vacuum-cleaners

Task: Write a

poem

using 25 characters + 70 characters.

100 Advert poems = 0 Clicks, but 10,000 PR visits – Write your own poem, show to 100 of people.Slide21

PPC Algohttp://bit.ly/ppc-algo-v3Slide22

Growth Hacking examples

Hotmail – P.S. I love youAirB&B – Made a Craigslist api.

Drobbox – Refer a friendFacebook – Exclusive network appealTwitter – follow celebrities

Read

more examples:

http://

www.slideshare.net/mattangriffel/growth-hackingSlide23
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And… needs to be Scalable, Repeatable and Sustainable.

What is Growth Hacking for PPC?

Note: “Product” could be value-proposition or incentivesSlide25

What is PPC growth…

… And is`nt “growth at low cost CPA” in mature markets impossible?Slide26

No, not impossible but really hard!Slide27

Compare and Save example

Reverse Economies of scale due to CPA tiersBPF: Google +3% kickback +5%growth kicker

Regulation preventing Direct Players writing good ads (e.g must mention APR variable)User confusion – 1st Advert not clear it was paid (compare to now).Display URL that had Call-to-action within it (save-here-now.com)Very high CTR on generic termsObsession over one metric: CTR (no conversion tracking in early days)

Algo that rewarded volume with lower cpc (e.g CTR 50% weighting)Slide28

But it would never work now :(

Explosive growth

Position 1 became cheaper than position4! (This is due to CTR factoring, and t the time position preference)Exceeded all CPA tiers. Also built strong relations with Direct providers, offering state of the market reports, to add value.Compare and Save example continued…Slide29

But it would never work now :(

Due to reduced

ppc CTR on SERPand all-time KW level QS decaySlide30

Luck / Improvisation / FlexibilitySlide31

Weapon of Choice

PPC Toolshttp://bit.ly/spwk-list-ppc-toolsSlide32

Importance of a Great Team[Image of MI team]

Mean

Developer

Creative

Marketer

HotData ScientistTea boy &

Product SpecialistSlide33

But… its like music – some of the best tunes are mixes of other peoples work.

http://en.wikipedia.org/wiki/Michael_Jackson%27s_ThrillerSlide34

Product IdeaBid by Quality score (for Charities using Google Grants)

Hack might be

“prove to donators that Fund well spent”Slide35

Offline-2-online example of HacksSlide36

Learnings fromother-industries (examples)

[Image of the A team]Slide37

Have you Heard of “Battleships”?”

Growth Hacking a PPC tool…Slide38

Growth Hacking a PPC tool…

Download CTR battleships http

://bit.ly/battleshipsctrSlide39

And… needs to be Scalable, Repeatable and Sustainable.

Growth Hacking a PPC tool…

Same product but different UI/Landing page - value proposition tweaked and made fun / viral… e.g every one likes to show off :)Slide40

Growth Hacking a PPC tool…

Winner must tweet winning strategy #ctrbattleships

Or take a photo them holding the Prize! #ctrbattleshipsDownload CTR battleships http://bit.ly/battleshipsctrSlide41

Also… Test hacks internally & see if they win.

[Image of the A team]Slide42

Learn from failed Hacks

VacuumCleaners4u.com (1999)

“Free vs Fast postage example”InkinaBlink.com (1999)SEO link buying penalties (e.g. RapGenius)Slide43

Account level Tests/Hacks{Param2}Article by Chad SomervilleSlide44

Adwords scriptsSlide45

Click Fraud Tool – I built(using 3rd party call data & mathematics)

This equates to:39% of Spend over 60 refunded 3%

over 18month log duration.

Equates to:

Download template here:

Bit.ly/clickrefundtemplateSlide46

Its not entirely Google Fault…No Click2Call Conversion Data (CallMetrics) = Increase in Invalid Clicks

But client unable to enable CallMetrics No inbound API for submitting structure data to Google, and no

gclid lookup.The Catch22: DisclaimerSlide47

Auto campaigns(Free version of SpeedPPC that I built)

http://bit.ly/ad-mutation-tool (MS access)Slide48

PPC growth hack to test

Search from mobile Lead capture via QR code – invoke vCardSMS to Win.App download via Paid searchSlide49

PPC Growth Hacking/CheatingSlide50

Your mission should you choose to accept it…Slide51

So… Apply it to my WebsiteNot so easy… Hack needs to be customised to fix business.Slide52

QuesitonsSlide53

Resourcese.g. Growth Hacker TV (join)Slide54

Don’t Hang around then!Slide55

Don’t share this PPC video…bit.ly/ppc-rap (Turn up sound)Slide56

GTM

dev guide:

bit.ly/gtmdevguideAnd join GTM community on Google+bit.ly/gtmcommunitySlide57

Richer Data – Utilise data extra data points

Richer Data – Utilise data extra data points- Advanced Valuetrack http://www.mydomain.com/[category]/[seed]/[expansion]/[final]/?search

={keyword}&device={ifmobile:mobile}&city={lb.city}&postalCode={lb.postalCode}&adtype={adtype}&KW={keyword}&match={matchtype}{ifcontent:c}&distribution={ifsearch:search}{ifcontent:content}&creativeid={creative}&adposition={adposition}&network={network}&placement_category={target}&placement={placeme t}&ad_param2={param2}&ad_param1={param1}&ad_insertiontext

={insertionText}&adwords_producttargetid={adwords_producttargetid}&c mpaign_exp_aceid={aceid}&seo_robots_noindex=true 

List: search={keyword}device={ifmobile:mobile} city={lb.city} postalCode={lb.postalCode} adtype={adtype} KW={keyword} match={

matchtype}{ifcontent:c}distribution={ifsearch:search}{ifcontent:content}&creativeid={creative} adposition={adposition}&network={network}&

placement_category={target}&placement={placement} ad_param2={param2}ad_param1={param1} ad_insertiontext={insertionText} adwords_producttargetid={adwords_producttargetid}

campaign_exp_aceid={aceid} seo_robots_noindex=trueSlide58

Report Automation (Require Adwords API key)

Gazel for Excel using Free trial.http://www.youtube.com/watch?v=bZYOuxgCzWQ