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#SMX #22B @SpeakerNameHow To Be A Full Funnel Marketer
Perfect Your SEM Testing:
How & Why To Evaluate
Everything
@jpinocchio
#SMX #22B @SpeakerName
Jake PinocchioDigital Marketing Associate
@jpinocchio
Search, social, display, & email marketing experience
Manage accounts within ecommerce, telecommunications, and pharmaceutical industries
University of Nevada graduate
@jpinocchio
#SMX #22B @SpeakerName
Founded in 2000, Red Ventures now has 3,000+ employees, and has been voted among Charlotte’s best places to work for 8 years running.
RV uses proprietary technology-enabled solutions to launch and grow marketing & sales platforms for some of the nation’s most recognizable brands.
Partnered with Fortune 100 corporations across telecommunications, finance, insurance, energy, and other industries.
@jpinocchio
#SMX #22B @SpeakerName
• Conversion Funnel Overview
• 4 Full Funnel Tests• Multiple Product Offerings• Ad Format Testing• Leveraging Extensions• Enhanced CPC Effect
• Closing
Agenda
@jpinocchio
#SMX #22B @SpeakerName@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 1 – Multiple Product Offerings
• Financial services provider• Testing Goal: Through ad
copy and landing page alignment, determine best lead offer
• Hypothesis: Leading with a premiere product may limit overall conversions, but will generate more revenue
Control
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 1 – Multiple Product OfferingsControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 1 – Multiple Product OfferingsControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 1 – Multiple Product OfferingsControl
Test
“If offering multiple products/services that differ by LTV, be sure to test which lead offer yields the most profit”
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 2 – Ad Format Testing
• Telco provider• Testing Goal: Find
transactional volume on customer service terms
• Hypothesis: Using click to call mobile ads + a restrictive IVR will yield positive performance
Control
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 2 – Ad Format TestingControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 2 – Ad Format TestingControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 2 – Ad Format TestingControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 2 – Ad Format Testing
“Exploring non-transactional terms with the right funnel strategy can uncover otherwise lost profit”
Control
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 3 – Leveraging Extensions
• Insurance provider• Testing Goal: Decrease
CPCs while maintaining volume and overall profit
• Hypothesis: Removing desktop call extensions lower CPCs due to increased CTR
Control
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 3 – Leveraging ExtensionsControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 3 – Leveraging ExtensionsControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 3 – Leveraging ExtensionsControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 3 – Leveraging ExtensionsControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 3 – Leveraging ExtensionsControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 3 – Leveraging Extensions
“Eliminating desktop call extensions lowers CPC – but, be sure to check you aren’t losing out on profitable calls”
Control
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 4 – Enhanced CPC Effect
• Telco provider• Testing Goal: Understand
the true impact of enhanced CPCs
• Hypothesis: eCPCs may increase/decrease top funnel metrics, but overall profit should increase
Boring CPC
Enhanced CPC
Control
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 4 – Enhanced CPC Effect
Boring CPC Enhanced CPCControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 4 – Enhanced CPC Effect
Boring CPC Enhanced CPCControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Full Funnel Test 4 – Enhanced CPC Effect
“Enhanced CPC allows you to take your hands off the wheel and watch Google take over – but, be sure to test it”
Boring CPC Enhanced CPCControl
Test
@jpinocchio
#SMX #22B @SpeakerName
Closing
• Understand your own funnel• Environments change, retest down the road• Be a full funnel marketer!
@jpinocchio
#SMX #22B @SpeakerName@jpinocchio
#SMX #22B @SpeakerName
Thank You!
@jpinocchio
