Investing in Brand Campaigns? Post-Click Experience is Key
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In this presentation, Hanapin's Stephanie White will team up with Instapage’s Ginny Tonkin to teach you how to bring branded campaigns into your paid strategy and the details to pay attention to.
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Investing in Brand Campaigns? Post-Click Experience is Key
- 1. Investing in Brand Campaigns? User Experience is Key With Stephanie White and Ginny Tonkin
- 2. Presenters Stephanie White ● Senior Account Manager at Hanapin Marketing ● @StephaniePPCPro Ginny Tonkin ● Partner Manager, Technology Partnerships at Instapage ● @GinnyTonkin
- 3. About Hanapin Hanapin also produces PPC Hero and Hero Conf The digital marketing experts who create unique solutions to empower you to be the hero at your business.
- 4. Join the Conversation Include the hashtag #thinkppc in your Twitter tweets, or use the webinar question box to send us questions.
- 5. How long have you been in digital marketing? A. 0-3 years B. 3-5 years C. 5-10 years D.10+ years
- 6. AGENDA ● Importance of Branded Ads ● Incremental Lift/Ad Recall ● Impacts of Pausing/Activating Brand Ads ● Connect Searchers to the Right Landing Page ● Homepage vs Landing Pages ● What is Instapage? ● Ad to Landing Page Personalization ● Landing Page Best Practices
- 7. Importance of Branded Ads ● Protect your name ● Dominate Search Engine Results Page (SERPS) ● Show in #1 position ● Control messaging ● Test different landing pages ● Clicks are cheap ● Incremental traffic lift ● Incremental revenue/leads lift Freepik
- 8. Arguments Against Branded Ads ● Organic is already #1 ● Google gets too much $ already ● “I never click on paid ads” ● Cannibalize organic listings ● CPCs continue to rise Freepik
- 10. Brand Ads Incremental Profitability Study Wharton: Ad Effectiveness Study ● +32% increase clicks ● +53% increase conversions ● +38% increase in profitability Freepik Resource: http://wcai.wharton.upenn.edu/wp-content/uploads/2014/07/Ad_Effectiveness_bios_and_abstracts.pdf
- 11. Brand Ads - Incremental Lift “Search Ads Pause Study” Ads increased overall clicks. 89% of the traffic is not replaced by Organic when search ads were paused. Freepik Resource: https://ai.google/research/pubs/pub37161
- 12. Brand Ads - Ad Recall “Search Ads Pause Study” Study also revealed that Ad Recall was 24% higher for searchers who saw paid ad in SERPS compared to no ad. Freepik Resource: https://ai.google/research/pubs/pub37161 +24% Ad Recall No Ad Ad
- 14. Pausing Branded Ads Google Ads Impact ● Costs decreased by 9% ● Conversions decreased by 52% ● CPA increased by 91% ● ROAS decreased by 49% ● Ads revenue decreased by over $234,000 Google Ads Stats (Active) Stats (Paused) Delta Cost $20,337 $18,499 -9% Conversions 1298 618 -52% Revenue $434,691 $200,033 -54% ROAS 2137% 1081% -49% Auto Parts Industry 7/31/18-8/27/18
- 15. Pausing Branded Ads Channel Impact ● Paid Search revenue decreased 52% ● Organic revenue increased by 12% ● Channel revenue decreased by more than $345,000 Channels Revenue (Active) Revenue (Paused) Delta Paid Search $494,059 $236,646 -52% Organic $394,714 $443,254 +12% Direct $179,424 $159,727 -11% Email $205,864 $134,679 -35% Auto Parts Industry 7/31/18-8/27/18
- 16. Re-Activating Branded Ads Channel Impact ● Paid Search revenue increased 36 ● Organic revenue decreased by 22% ● Revenue gains approximately $85,000 Channels Revenue (Paused) Revenue (Activated) Delta Paid Search $236,645 $367,701 +36% Organic $443,254 $365,905 -22% Direct $159,727 $176,650 +10% Email $134,679 $144,023 +9% Auto Parts Industry 8/28/18-9/24/18
- 17. Brand Impacts After Launching Non-Brand ● Brand Costs up 5% ● Clicks up by 24% ● Transactions up 231% ● Revenue up 213% ● Conv Rate up 61%
- 18. Match Keywords to Landing Pages Brand + Reviews Brand + Product Brand + Contact In Brand campaigns, make it easy for searchers by connecting them to the most relevant landing page to their search term.
- 19. Homepage vs. Landing pages Homepages ● Help searchers get to next page ● Informational ● Broad focus ● Links to resources Landing Page ● Help searchers convert ● Narrow focus ● Limited distractions ● Includes CTA Landing Pages
- 20. The Difference Between Landing Pages & All Other Web Pages Optimizing a landing page isn’t like optimizing other web pages. Landing pages are designed to drive action. • Are tailored to an ad campaign • Employ persuasive design principles • Designed specifically for conversion Landing Pages:
- 21. What is Instapage? Instapage offers Advertising Conversion Cloud™ platform that turns digital advertising clicks into conversions. Instapage enables advertisers and marketers to build personalized post-click experiences at scale. We have the most powerful landing page builder and are the only platform to offer scalable creation, personalization, real-time collaboration, a full A/B testing and experimentation suite, and an Enterprise solution with Customer Success and Professional Services. Every Potential Customer Gets a Personalized Post-Click Experience Our VisionOur Mission Driving conversions for over 15,000 customers including Automate Advertising Conversion
- 22. 96% of Ad Clicks Do Not Convert
- 23. Because Landing Pages Don’t Match Ads © 2019 Instapage, Inc. | Proprietary and Confidential | Do Not Distribute
- 24. Higher Conversions Most marketers are converting their ad traffic at < 4%. #1 reason is sending ad clicks to pages that don’t match the ad. Lower CPA Increased relevance lowers cost-per-acquisition. The savings are significant over time. Better Brand Impression Consumers judge companies based on the quality of brand interactions. A fast-loading, highly relevant, and well designed experience builds a good brand impression. You Need 1:1 Ad-to-Page Personalization
- 25. Personalization Drives Real Results Analyst Research Proves Personalization Drives Results Source: McKinsey & Company 5-15% lift in revenue 50% reduction in acquisition costs 10%-30% increase in marketing spend efficiency
- 26. Average Instapage Conversion Rate Average Advertising Conversion Rate 16**%3.75*% *Google Ads Benchmarks for YOUR Industry, WordStream **Instapage customer data Proven up to 4X Conversion Lift
- 27. The Post-Click is Where the Conversion Happens B2B B2C © 2019 Instapage, Inc. | Proprietary and Confidential | Do Not Distribute Bottom line: The post-click experience is critical to delivering the results your clients care about.
- 28. Post-Click Automation Best Practices It’s easier to convert a click that you already have than to acquire a new click.
- 29. Give Every Ad and Audience a Personalized Post-Click Experience © 2019 Instapage, Inc. | Proprietary and Confidential | Do Not Distribute
- 30. Personalization Best Practices © 2019 Instapage, Inc. | Proprietary and Confidential | Do Not Distribute Aim for 1:1 ad-to-page personalization by pairing every ad and audience with a personalized post-click experience. ● Highlight the audience you are looking to reach ● Use dynamic text replacements Source: McKinsey & Company
- 31. Message Matching © 2019 Instapage, Inc. | Proprietary and Confidential | Do Not Distribute Utilize consistent messaging throughout your pre-click and post-click elements. ● Use similar headlines. ● Align your design aesthetics. ● Include the same offer or message.
- 32. 1:1 Conversion Ratio © 2019 Instapage, Inc. | Proprietary and Confidential | Do Not Distribute Promoted Banner Ad Landing Page
- 33. Create Urgency © 2019 Instapage, Inc. | Proprietary and Confidential | Do Not Distribute Encourage immediate action. ● Use compelling copy. ● Offer a discount to action- takers. ● Consider countdowns for limited-time offers or events.
- 34. Always Be Testing © 2019 Instapage, Inc. | Proprietary and Confidential | Do Not Distribute ● Start with a minimum viable page ● Incrementally refine the process ● Don’t try to do it all at once!
- 35. Would you like an offer? A. I’d like Instapage’s e-book: The Marketer’s Guide to New Optimization Opportunities B. I’d like be registered for the Midwest Digital Marketing Day on July 25th C. I’d like both D. No, thanks.
- 36. Questions?
- 37. Thanks for joining our webinar! Hanapin: marketing@hanapinmarketing.com Instapage: ginny@instapage.com
Notes de l'éditeur
- Alternate cover slide Notes here https://docs.google.com/document/d/1DyYbekMJmn0fFN9fGRvAyPjc0KLWtXmdGfjn2wUkgNw/edit
- Emma
- Stephanie Hanapin Marketing is an industry-leading digital marketing agency. We focus on complex businesses – meaning we manage campaigns for multiple brands, regions, and/or service lines - and increase their market share by finding and executing new opportunities. Our solutions include paid search, paid social, shopping, and programmatic. If you want to learn more about how we serve these types of businesses, you can go online to www.hanapinmarketing.com/complex-businesses. In addition, we run the world’s most popular PPC blog, PPC Hero and conference series, Hero Conf.
- KRISTIN
- Stephanie How long have you been in Digital Marketing Ginny? I have been in Digital Marketing for 10 years now. The paid search landscape has changed a lot over the years.
- Stephanie There are many reasons why should focus on your Branded ads. Many reasons we are already familiar with and have been discussing for years. It allows you to protect your name from competition who may target your brand keywords. Bidding on your own Brand terms allow you to dominate the space. There is a certain domain authority when searchers see paid ads, organic listing, and potentially shopping listings for your brand. Bidding on your own name allows you show in the #1 position even if your competitors are bidding on your name. If you do not buy this space, your competitors can and will bid on your terms. Buying Brand ads helps you control your messaging. You can test different ad copy variations and even different landing pages. Organic you have less control over that space. Costs to advertise for your name are typically lowest because you are the most relevant and will have the highest quality score. Usually Branded Ads make up a small portion of your costs. It was always stated that you receive incremental clicks on your brand ads. Last year, I had an experience with one of my accounts that proved this was truth. I will talk about this more in a few slides.
- Stephanie There are many arguments against paying for Brand ads. These topics have been debated for over a decade. We sometimes here, my organic listing is already #1. In the perspective of the searcher.., is Organic really #1 or is the first ad #1? Or Google gets too much money already. We already pay enough for Non-Brand keywords. Another one I hear often is “I never click on paid ads”. However, we know that searchers do click on these ads. Companies have also expressed concerns that it would cannibalize their organic listings. This has been found to more of a fear and isn’t really true. Also, CPCs have continued to rise over the years and sometimes company do not want to pay those extra costs. Especially if they feel Organic will take over.
- Stephanie In the previous slide we talked about Organic being #1 for Brand, but as you can #1 is pretty far down the page. There are a lot of competitors in this space. They could be bidding on Benjamin Plumber’s name or Google could be broad matching the word Plumber. Although they may have the #1 organic spot, you now have to count on searchers scrolling halfway down the page to click on their listing. Plus, these competitors have offers $20 off or $50 off services. Those offers could be tempting for customers. I was unable to see an ad for Benjamin Plumbing in this search. They certainly could be losing customers to their competitors.
- Stephanie Wharton performed a Ad Effectiveness Study. Concerns were that companies spend huge amounts of money on Branded terms that should be clicks free of charge. Concerns that ads were cannibalizing organic listings. Their Findings were that Brand bidding increased the profits despite the costs. For example clicks increased by 32% and conversions by 53%. Despite the cost, they had a 38% increase in profitability. This suggest having Branded ads present will result in incremental lift. Resource: http://wcai.wharton.upenn.edu/wp-content/uploads/2014/07/Ad_Effectiveness_bios_and_abstracts.pdf
- Stephanie In another study, the Search Ads Pause Study, the primary goal was to evaluate the performance of organic clicks when there was paid ads present vs when they were paused. They included 400 paused accounts in their study to learn that traffic was not replaced by Organic when ads were paused. They found when ads were paused, 89% of searchers did not click on Organic ads. These findings suggest the benefits outweigh the costs.
- Stephanie Additionally in the Search Ads Pause Study, they evaluated the performance of organic clicks when there was paid ads present vs when they were paused. They found that the Ad Recall was 24% higher for searchers who also saw and ad compared to those who did not see a ad. These findings do support why there is incremental lifts in performance when you have Paid Ads in the results.
- Stephanie One of the biggest reasons to bid on your brand is it gives you the ability to control Your Search Engine Results Page. Here you can see that Best Buy owns a significant about of real estate as possible. They can use this space to test different ad copy messaging, CTAs, different Sitelink extensions. They can run A/B tests and determine traffic performs by sending them to different landing pages.
- Stephanie In one account, the client wanted to pause their Branded ads. I did present all the typical reasons why we should not pause the ads. Their primary concerns were related to cost. That they were spending money for these clicks, then offering a discount, and believed organic would take over. Actually, over the last 10 years, no client had ever paused Branded ads, so I could exactly say what would happen with performance. I also wondered if Organic would take over and they would just save money. After we paused the Brand campaigns, the costs were only 9% lower. So we didn’t save much by pausing Brand ads because the CPCs were so inexpensive. Overall. If we just factor in Paid and Organic, the revenue was $234,000 thousand lower. That was a 54% drop.
- Stephanie In reviewing the performance in Analytics, we found revenue from Paid Search was 52% lower. Analytics shows revenue lost from Paid Search was over $257,000 which is close to what Google Ads reported as a loss. Plus, Organic only showed a 12% lift in revenue, less than $50,000 gain. Organic was unable to make up for what we lost after pausing brand.
- Stephanie After reactivating the Brand campaigns, Paid Search revenue improved by 36% and Organic was 22% lower. However, there was we found the revenue grew more than what Organic lost. The overall gains were $85,060 in rrevenue factoring all sources. This suggests that running ads does indeed produce incremental lift.
- Stephanie This client was new to PPC. In February, they created a small EM Brand campaign. In March, we created an Expanded EM/BMM Branded campaign. In April, we launched their Non-Brand campaigns. Reviewing before and after, we found Branded costs increased by only 5%, but transactions were up 231% and revenue was up 213%. Google Ads top paths only showed a small amount of cross-campaign performance. You will want to monitor impacts to your Brand campaign after expanding or launching Non-Brand campaigns.
- Stephanie Most Searchers match the Non-Brand search terms to the most relevant landing page. However, not everyone does this with Brand campaigns. If the searchers gives you information about what they are looking for from your company, you can connect them to the most relevant landing page. Make it as easy as possible for your customers to find what they are looking for.
- Stephanie Homepages are not always the best landing pages for Brand ads. Oftentimes homepages are used to help searchers understand all you have to offer and help you get to your next page. These pages are information and can contain too much. Landing pages are designed to help searchers convert. Guide your searcher to the next step, submit a form, place a call, or order a product. Brand keywords can often contain additional information to determine what the searcher is trying to find. For example, if they search for a particular type of product, reviews, or coupons… you could create an adgroup and send those searchers to a specific landing page to address that searcher’s need.
- @Ginny – logos replaced to the newest ones
- But as your CTR increases, only 3% of that ad spend is actually returning value for your clients, driving up the CPA. This is a massive waste in the multi-billion dollar digital advertising industry.
- Ad and landing page are NOT matched and NOT personalized Visitor can feel lost and confused Likelihood of bounce to find a more relevant source
- The benefits of 1:1 personalization. Sometimes people see it as a CPA problem versus a conversion problem. For some companies it is all about the brand experience. Increased Personalization = More Conversions For $100 CPA @ 1,000 per month reducing to $80 CPA saves $240k/year.
- Increased Personalization = More Conversions
- Yes it does. Our customers see 22% conversion rates across 2 million active landing pages
- Instapage is a stage in the advertising funnel. On the very top you have your advertising platforms like Google, FB, LinkedIn. They help you secure clicks. Once you get the click, Instapage offers a platform for the post-click stage that turns your clicks into conversions by telling the story and convincing your prospect to buy or take some kind of action. Then you have the actual purchase page if you’re in retail, or a marketing automation system or CRM that qualifies leads and converts them to a purchase.
- Instapage is a stage in the advertising funnel. On the very top you have your advertising platforms like Google, FB, LinkedIn. They help you secure clicks. Once you get the click, Instapage offers a platform for the post-click stage that turns your clicks into conversions by telling the story and convincing your prospect to buy or take some kind of action. Then you have the actual purchase page if you’re in retail, or a marketing automation system or CRM that qualifies leads and converts them to a purchase.
- 1:1 Conversion Ratio Only promote one offer. Remove the top navigation bar. Include CTAs above and below the fold. Place buttons based on the desired action. ---- 1:1 Conversion Ratio Post-click landing pages should only promote a single offer, so there should only be one clickable element Remove the navigation bar at the top to bring focus to CTA Include call to actions above and below the fold Make it easy for users engaging with the LP Button placement counts: Generating leads? Put CTA button next to the form Need more explanation? Add a second CTA button further down and use it redirect them back to the form For more content focused landing pages, include links to different products or back to the website throughout the content to further website engagement
- 1:1 Conversion Ratio Only promote one offer. Remove the top navigation bar. Include CTAs above and below the fold. Place buttons based on the desired action. ---- 1:1 Conversion Ratio Post-click landing pages should only promote a single offer, so there should only be one clickable element Remove the navigation bar at the top to bring focus to CTA Include call to actions above and below the fold Make it easy for users engaging with the LP Button placement counts: Generating leads? Put CTA button next to the form Need more explanation? Add a second CTA button further down and use it redirect them back to the form For more content focused landing pages, include links to different products or back to the website throughout the content to further website engagement
- Hanapin offer: The Midwest Digital Marketing Day is a virtual event on July 25th with exclusive webinars and discussions with industry experts covering audience targeting, chatbots and social ads. If you’d like to join us, go ahead and opt in to that and we’ll automatically register you.
- Endcap slide