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Mark Vozzo provides a behind the scenes look at his SEM Funnel and how to optimise keywords for maximum Return on Investment (ROI). He will provide tips on optimising Click-through-rate, Form Completion Rate, Lead Conversion Rate and Pipe-to-Spend. This was a presentation delivered at Web Analytics Wednesday, Sydney on 23 July 2014. For more details visit blog post - http://blogs.salesforce.com/au/2014/07/adwords-sem-funnel.html
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@markvozzo
Optimising your
SEM Funnel A behind the scenes look at how
to optimise SEM campaigns for
maximum ROI.
Mark Vozzo Senior Manager, Inbound
Marketing (APAC)
Salesforce.com Meeting Date: 23rd July 2014
@markvozzo
About Mark Vozzo
Australia Australia (Sydney, Melbourne,
Brisbane)
Australia,
USA
Australia, NZ
USA, Singapore,
Malaysia, HK,
China, Taiwan, Korea,
India, Japan.
@markvozzo
User Journey
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
Ad Spend ($)
Pipeline ($)
@markvozzo
History Lesson: Elias Lewis
In 1898, E. St. Elmo Lewis developed a model
which mapped a theoretical customer journey from
the moment a brand or product attracted consumer
attention to the point of action or purchase.
Source: Wikipedia “Purchase Funnel”
Image Source: advertisinghall.org
@markvozzo
A Common
Business Challenge
@markvozzo
Online Lead Generation - SEO
- SEM
- Banners
- Social Media
Online
Marketing
Offline
Sales
Offline Lead Qualification - Sales Reps
- Phone calls
- Customer visits
Cost per Week: $1,000
Conv. per Week: 20
Avg. Cost per Conv.: $50
Mark
eti
ng
Cost per Week: $500
Conv. per Week: 50
Avg. Cost per Conv.: $10
* Example Data
SEM Campaign A SEM Campaign B
@markvozzo
Cost Per Conversion Funnel
Keyword Impressions
Clicks
Form Comps (Conv.)
Ad Spend ($)
Mark
eti
ng
Cost-per-
Conversion
@markvozzo
Online Lead Generation - SEO
- SEM
- Banners
- Social Media
Online
Marketing
Offline
Sales
Offline Lead Qualification - Sales Reps
- Phone calls
- Customer visits
# of Leads
5 (25% Close Rate)
Weekly Revenue:
$50,000 (Avg. Deal = $10K)
Cost per Week: $1,000
Conv. per Week: 20
Avg. Cost per Conv.: $50
# of Leads
10 (20% Close Rate)
Weekly Revenue:
$10,000 (Avg. Deal = $1K)
Mark
eti
ng
S
ale
s
Cost per Week: $500
Conv. per Week: 50
Avg. Cost per Conv.: $10
* Example Data
SEM Campaign A SEM Campaign B
# of Leads
5 (25% Close Rate)
Weekly Revenue:
$50,000 (Avg. Deal = $10K)
Cost per Week: $1,000
Conv. per Week: 20
Avg. Cost per Conv.: $50
# of Leads
10 (20% Close Rate)
Weekly Revenue:
$10,000 (Avg. Deal = $1K)
Mark
eti
ng
S
ale
s
Cost per Week: $500
Conv. per Week: 50
Avg. Cost per Conv.: $10
* Example Data
SEM Campaign A SEM Campaign B
@markvozzo
Pipe To Spend Funnel
Keyword Impressions
Clicks
Form Comps
Leads
Oppty
Ad Spend ($)
Pipeline ($)
Mark
eti
ng
S
ale
s
Optimising SEM
spend to deliver
the most
Pipeline $
@markvozzo
About the SEM
program at
Salesforce.com
@markvozzo
Where I’m buying keywords
@markvozzo
Optimising CTR
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X% A) Click Thru Rate (CTR)
$Pipeline
Mark
eti
ng
S
ale
s
@markvozzo
How to optimise Click-Thru-Rate (CTR)
1. Search Keywords
2. SEM Adcopy
crm
Make sure your
keyword appears in
Adcopy “Title” and
also in the
description line 1
and/or 2.
@markvozzo
Example: “What is CRM” CTR = 5.9% (Avg. CTR across entire “Non-Brand” Keywords = ~2.3%)
BO
LD
BO
LD
BO
LD
@markvozzo
In order to maximise ROI by Keyword, this means we
must track everything down to each Keyword.
@markvozzo
•
•
•
•
•
•
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X%
X%
X%
X% A) Click Thru Rate (CTR)
$Pipeline
B) Form Conv. Rate (FCR) Mark
eti
ng
S
ale
s
Optimising FCR
@markvozzo
How to improve FCR: Same keyword, same ad
& same offer, but different landing page…
7% Form
Completion
Rate
11.5% Form
Completion
Rate
+4.5%
@markvozzo
When a form is submitted, Keyword data is sent.
Upon submit, “Form Data” along with the “Keyword Data” is
sent to CRM via the Web-to-Lead functionality.
@markvozzo * Example Data
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X%
X%
X%
X% A) Click Thru Rate (CTR)
$Pipeline
B) Form Conv. Rate (FCR)
C) Lead Conv. Rate (LCR)
Mark
eti
ng
S
ale
s
Optimising LCR
@markvozzo
Arm the Sales Reps for success. They can
review Prospect’s activities prior to calling
@markvozzo
Campaign History: Allows Sales Reps to
review prospect’s marketing touches
Sales Rep have access to all the marketing campaign touches (form
submits). This provides them with background on their interests, level of
engagement etc. to help them close more effectively.
Free Trial
Signup
Search
Email Nurture
(Step 1)
Watched a
CME Demo
Marketing can provide detailed campaign
information to Sales Reps to help them.
What
Keyword?
What SEM
Landing
Page?
Which
Video?
Which
Product?
What
Pitch?
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X%
X%
X%
X% A) Click Thru Rate (CTR)
$Pipeline
B) Form Conv. Rate (FCR)
C) Lead Conv. Rate (LCR)
D) Flip Rate
Mark
eti
ng
S
ale
s
Optimising Flip Rate
@markvozzo
Both Marketing and Sales can see how things
are going from a single source of truth.
$ Spend
# Leads
# Deals
$ Revenue
Mark
eti
ng
S
ale
s
* Example Data
If we see lead flow high, but very few deals close, this allows
Marketing & Sales to have a conversation around numbers
(rather than Sales just saying “leads are poor quality”).
Example Q’s: Do Sales Reps need more training?
Is Marketing producing too many leads? Do we have enough sales headcount?
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X%
X%
X%
X% A) Click Thru Rate (CTR)
$Pipeline
B) Form Conv. Rate (FCR)
C) Lead Conv. Rate (LCR)
D) Flip Rate
E) Pipe-to-Spend Ratio
Mark
eti
ng
S
ale
s
Spend is optimised to Pipeline based on CRM data
@markvozzo
Limited SEM budget means I need to improve
ROI on expensive “Non-Brand” Keywords
Non-Brand
Keywords
are 30X
more
expensive
that Brand
Keywords
@markvozzo
In Summary
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
X%
X%
X%
X% A) Click Thru Rate (CTR)
$Pipeline
B) Form Conv. Rate (FCR)
C) Lead Conv. Rate (LCR)
D) Flip Rate
E) Pipe-to-Spend Ratio
@markvozzo
KW Impressions
Clicks
Form Comps
Leads
Oppty
$Ad Spend
6.1%
44%
27%
2.4% A) Click Thru Rate (CTR) [+1%]
$Pipeline
B) Form Conv. Rate (FCR) [+1%]
C) Lead Conv. Rate (LCR) [+1%]
D) Flip Rate [+1%]
If we improve each step in the funnel by
just +1%, we would see a 75% increase
in annual pipeline.
RO
I
@markvozzo
User Journey
@markvozzo
Inbound
Channels
Drive
Visits to
Website
S
E
O
@markvozzo
Online Lead Generation - SEO
- SEM
- Banners
- Social Media
Online
Marketing
Offline
Sales
Offline Lead Qualification - Sales Reps
- Phone calls
- Customer visits
@markvozzo
Any Questions?
• Check out the Salesforce blog
http://blogs.salesforce.com/au
Mark Vozzo Email: [email protected]
Twitter:
@markvozzo
Linkedin:
linkd.in/mvozzo
NEXT
STEPS:
Download
this slide
deck here.
@markvozzo
@markvozzo
Want to learn more about SEO?
Read my blog post and slides “7 Secrets to Search Marketing Success”
