battlebridgelabs.com M: Battle Bridge Labs Travis R. Phipps

Background  17+ Years in Technology Sales & Marketing  Started an eComm biz in  Built it to the 3 rd largest online figure skating retailer in the states.  Sold it in 2014.

 In meantime, built a successful PPC Agency.  Oversees the management of 3/4 million dollars in monthly ad spend, and generates millions of dollars for our clients every month.  Built Battle Bridge Labs and wrote the Hitchhiker’s Guide to PPC in late  Taught the Hitchhiker’s Guide to Facebook Advertising for Perry Marshall in 2015.

Highlights  Theory  AdWords Tips & Tricks  Bing Ads  Facebook Ads  YouTube Advertising  Resources

Theory  Conversion Tracking  ROI  CPA  ROAS  AOV  CLV

Don’t spend a single dime on advertising until you have your conversion tracking in place. Track everything. Clicks, calls, sales, collection, etc, etc. So, what do we do with this data now that we are collecting it?

CPA Cost per Acquisition Cost per Lead Cost per Sale Whatever floats your boat.

CPA Simple Example: $100 Product Cost of goods sold: $40 Margin: $60 Target Margin: 20% or $20 $100 - $40 - $20 = Target CPA = $40

Cool trick to calculate your target CPC. Target CPA x Conversion Rate.

One of my favorite KPIs ROAS Return on Ad Spend!

Customer Lifetime Value One who can spend the most to acquire a customer, is winning.

Customer Lifetime Value  Hack to get customer lifetime value.  Take total revenue and divide by unique customers for a set period of time.  $3,000,000 / 15,000

AdWords Tips & Tricks Google Shopping – I’ve got 2 words for you…

AdWords Tips & Tricks  Mobile Bid Adjustments  Geo Bid Adjustments  Time of Day Bid Adjustments  Day of Week Bid Adjustments Remember when I said Conversion Rate is King?

AdWords Tips & Tricks  15+ Conversions – 30 Days – per Campaign  Let The Google do the work. Experiment with Conversion Optimizer and Flexible Bid Strategies.

Alternative Sources of Traffic  Takes advantage of “Barriers” to entry.  Not as much competition.  You can still use some “hacks” that the more developed mediums don’t allow. Benefits

AdWords Tips & Tricks  Sitelinks  Review Extensions  Call-out Extensions  Call Extensions More low hanging fruit.

Alternative Sources of Traffic  Add the Facebook, AdWords, Bing Ads remarketing pixel to your site.  Lots of benefits. Remarketing

Bing Ads  Bing Ads  Pros: less competition, adding things like UET, Product Ads, Remarketing, good support, clone your AdWords account.  Cons: Only 30% of traffic (maybe less)  Strict guidelines  Less control

Facebook  I’m loving Facebook traffic.  Remarketing, Targeting is ridiculous. Look-a-like- Audiences.  Using the remarketing pixel on your site to target Facebook advertisers.  Laser targeted, you can target job titles (or whether they advertise on Facebook).  Consumer Behavior. Recent purchases, etc.  New Video and Product Ads (I’m excited about this).

YouTube TrueView Advertising  Where AdWords was 10 years ago.  Easy to manage, right inside AdWords interface.  Your competitors aren’t doing it, yet…  Cheap / Free Clicks  Versatile and doesn’t have limitations of other networks.

Resources  VeeRoll for YouTube Advertising.  Bit.ly/veeroll30day  Bit.ly/spyfu20  Mongoose Metrics – Call Tracking  Google Tag Manager

battlebridgelabs.com/fastlan e M: Battle Bridge Labs Travis R. Phipps