[WMD 2015] MindValley Hispano >> Juan Martitegui, "Pay-Per-Click Checklist: 20+ Campaigns Every Startup Should Run"

PAY- P E R - C L I C K C H E C K L I S T: 2 0 +
C A M PA I G N S E V E RY S TA R T U P S H O U L D R U N
F R O M S M A L L T O B I G

* C O - F O U N D E R M I N D VA L L E Y
H I S PA N O ( P E R S O N A L D E V P U B L I S H E R
I N T H E S PA N I S H M A R K E T )  
* S O L D M O R E T H A N 2 5 M + W O R T H O F
P R O D U C T A N D S E R V I C E S
* N E V E R B E E N V E N T U R E B A C K E D S O
I N E E D T H E M O N E Y I S P E N D O N A D S
T O C O M E B A C K Q U I C K LY ; )
A B O U T M E

S T U F F I S O L D
4 0 I N D U S T R I E S , 3 L A N G U A G E S , M U LT I P L E P R I C E P O I N T S

S TA R T U P S O N D I S T R I B U T I O N
O B S E R VA T I O N S F R O M M E N T O R I N G , A N G E L I N V E S T I N G A N D C O N S U LT I N G

L O O K L I K E T H I S
M O S T S TA R T U P S F U N N E L S A N D T R A F F I C G E N S T R A T E G I E S
main keyword
www.

T H E Y G O A N D R A I S E M O N E Y B A S E D O N
S O …
+ <
@ P I T C H I N G M O D E C E O
“For every $1 we put in we get $1+X back.
We just need a gazillion dollars to scale.”
C A C < LT V

G E T S T H E M O N E Y
S O T H E C O M PA N Y …
@ F U N D E D C E O
“Now I just need to spend it all in Customer
Acquistion and get a CFO to prepare our IPO filling”

• You don’t really know how much traffic is out there.
• If you are in a competitive market like “CRM” you’ll be scared paying $50 USD per
Click and you’ll quit and forget about PPC all together.
• Even if you make it work, it’s hard too scale. What would you do to get more people
searching for your main keyword? Yeah exactly! Hard to do something about it.
• You raised money and you promised your investors that your CAC (Customer
Acquisition Cost) is $X. When in reality is $X only for very limited targeted traffic.
• Because of “poor growth” or results you start “tweaking your product” but with VERY
limited data.
• If you are product is too innovative or “new” nobody is searching for it.
S E V E R A L P R O B L E M S
T H I S C A U S E S

I G N O R E D FA C T I S T H AT:
A V E RY C O M M O N
“Media RARELY gets More
Efficient as You Scale”

T O G O F R O M T H I S
S O M Y R E C O M M E N D A T I O N I S
main keyword
www.

www.
Google
Display
Network
gMail
main keyword
competitor
your brand
lateral thinking
main keyword
competitor
your brand
lateral thinking
main keyword
competitor
your brand
lateral thinking
main keyword
competitor
your brand
lateral thinking
obvious interests
competitor
your brand
lateral thinking
remarketing
Google
Display
Network
remarketing
people who visited and did not signup
people who visited cart page and abandoned
people who signed up and not activated
people who activated and haven’t purchased
people who bought, sell them some more
people who visited and did not signup
people who visited cart page and abandoned
people who signed up and not activated
people who activated and haven’t purchased
people who bought, sell them some more
repeat what works on:
L O O K S M O R E L I K E T H I S
T O S O M E T H I N G T H A T

D I S T R I B U T I O N W O N ’ T M A K E
Y O U R P R O D U C T S U C K L E S S
B U T K E E P I N M I N D …

• Normal Cycle: You launch, press
coverage, some friends, users…
they don’t stick to your product!
• You deploy some fixes (most of
the time based on intuition)
• But you are out of friends and
press!
• So you’ll need fresh blood. Here’s
where this presentation will help
you.
G E T T H E D ATA T O F I X I T
B U T W I L L H E L P Y O U

TA R G E T E D B U T D I V E R S E
I N S TA N T PA I D T R A F F I C
H O W T O B U I L D A S W I T C H F O R …

I T W I L L S AV E Y O U T I M E
A N D M A K E Y O U R L E A R N
FA S T E R
• First: No such thing as free traffic. You pay with
sweat and time, or with money.
• SEO works and it’s beautiful but by the time it
works your accel period is over or you are out
of money.
• You can turn paid traffic on and off as you wish.
Make some tweaks, turn it on, measure, turn it
off. Rinse and repeat.
• Of all the “uncertainties” you have in a Startup
getting traffic shouldn’t be one of them.
• I’m aware paid traffic doesn’t work for every
business model (for dropbox in the early days
did not work), but it does work to prove
concepts, designs, if you don’t have enough
organic/viral traffic yet.

2 0 + C A M PA I G N S T H AT E V E RY
S TA R T U P S H O U L D R U N
T H E “ S W I T C H ”

A T R A F F I C
S W I T C H
L E T ’ S I M A G I N E T H A T Y O U H A D

G O O G L E S E A R C H - M A I N K E Y W O R D S
C A M PA I G N T Y P E # 1
Volume Competition Conv. Rate

G O O G L E S E A R C H - M A I N K E Y W O R D S
C A M PA I G N T Y P E # 1 - H O U S T O N , W E H A V E A P R O B L E M !

G O O G L E S E A R C H - Y O U R B R A N D

G O O G L E S E A R C H - Y O U R C O M P E T I T O R S

G O O G L E S E A R C H - L AT E R A L T H I N K I N G

M O R E E X A M P L E S O F
L AT E R A L T H I N K I N G
• Weight Loss Infoproduct
• Women Buying Diapers
• Wedding Dresses
• Wedding Catering
• Wedding Gifts
• How to Breast Feed

G O O G L E D I S P L AY N E T W O R K
C A M PA I G N T Y P E # 5 , 6 , 7 , 8
• When people read blog/articles/
webpages about your topic, about your
main keywords
webpages about your brand or products.
• When people read about your competitors
blog/articles/webpages (ie. software “a”
vs. software “b”) brand or products
webpages that can be interesting for your
target market
Volume
Competition
Conv. Rate

W H I C H S I T E I S T H E S E C O N D
S E A R C H E N G I N E I N T H E W O R L D ?
W H O K N O W S …

Y O U T U B E A D S
C A M PA I G N T Y P E # 9 , 1 0 , 1 1 , 1 2
• When people watch videos about
your topic, about your main
keywords
your brand or products.
your competitors (ie. software “a”
vs. software “b”) brand or products
or how to.
• When people watch videos that can
be interesting for your target market
Volume
Competition
Conv. Rate

G M A I L A D S
C A M PA I G N T Y P E # 1 3 , 1 4 , 1 5 , 1 6

R E M A R K E T I N G V I A G D N
C A M PA I G N T Y P E # 1 7 , 1 8 , 1 9 , 2 0
• Target People that Went to your Checkout Page
—> “Here’s a coupon?”
• Target People that Activated but did not
Purchase —> “You are missing this features!”
• Target People that Signed up but did not
Activate —> “Hey…Finish what you started!”
• Target People that Visited but did not Signup
Volume/Competition
Conv. Rate
Volume/Competition
Conv. Rate
Volume/Competition
Conv. Rate

R E M A R K E T I N G V I A FA C E B O O K
C A M PA I G N T Y P E # 2 1 , 2 2 , 2 3 , 2 4
• Target People that Went to your Checkout Page
—> “Here’s a coupon?”
• Target People that Activated but did not
Purchase —> “You are missing this features!”
• Target People that Signed up but did not
Activate —> “Hey…Finish what you started!”
• Target People that Visited but did not Signup
Volume/Competition
Conv. Rate
Volume/Competition
Conv. Rate
Volume/Competition
Conv. Rate

FA C E B O O K C A M PA I G N S
C A M PA I G N T Y P E # 2 5 +
• Create a Look a Like Audience from your
Customers and Target them
• Create a Look a Like Audience from your Leads
and Target them
• People who are interested in topics that make
sense for your product
• People who have jobs/positions/live, etc. that
make you think they might need your services
• People that are fans of some of your competitors
or complementary products
• People that read books, watch movies, etc.
Volume/Competition Conv. Rate

YA H O O / B I N G ( C L O N E W H AT W O R K E D )
C A M PA I G N T Y P E # ¿ S T I L L C O U N T I N G ?
Yeah Some People Still Use Them and Traffic is Cheap and Might Convert Better!

I S I T W O R T H T H E T R O U B L E ?
S O M E R E S U LT S
83% from the Traffic comes from Display
….y 87% of the Conversions!

Y O U R C U S T O M E R AVATA R / S
B U T T O B E G O O D A T T H I S Y O U N E E D T O K N O W

L AT E R A L T H I N K I N G T O T H E E X T R E M E
M E E T M Y H E R O S

A B O U T A B I G I N D U S T RY
S O M E N U M B E R S

W H E N Y O U A R E A L O N E ?
W H A T D O Y O U B R O W S E

M M M … C H E A P T R A F F I C .
E V E RY M E D I A W O R K S A T S O M E P R I C E

A N N O U N C I N G N O R M A L S T U F F W I L L M A K E Y O U
R E M A R K A B L E A N D W E I R D H E R E
P U R P L E C O W A N Y O N E ?

T H E I R D E S I G N S K I L L S A R E …
A N D Y E A H …
A L I T T L E B A S I C …

Source: http://www.fastcompany.com/3017329/fast-feed/advertising-on-porn-sites-works-just-ask-eat24
S O M E R E S U LT S
D O E S I T M A K E S E N S E T O G O L A T E R A L ?
• More Customers
• At Same Cost or
Less
• 4X the Retention
compared to
Facebook

D A M A G E ?
A N D S O M E C O L L A T E R A L

M Y H E R O E S …
Y E A H ! T H E Y A R E R E A L LY

I N P O R N W E B S I T E S ?
A M I T E L L I N G Y O U T O A N N O U N C E Y O U R P R O D U C T

U N T I L Y O U R E C O N O M I C M O D E L
A N D U N I T E C O N O M I C S A L L O W !
H O W FA R L A T E R A L LY C A N Y O U G O ?

T H I N G S Y O U N E E D T O D O
B E F O R E Y O U R S TA R T
T H E C H E C K L I S T

• Create your Customer Avatars
• Create Ads for Each Post-It
• List of your Main Keywords (CRM, Customer Relationship Managements)
• List of your Competitors (Brand, Competitors, Replacements, etc.)
• List of your Brand Names (Your Product, Your Model, Your Company, Founders Name, etc.)
• List of Lateral Thinking Approaches and Keywords
• List of Websites with Adsense on It
• List of Thought Leaders they Follow, Books They Read, Youtube Videos and Movies they
Watch, Keywords they Tweet, etc.
A N D D O T H E M A L L
P L E A S E D O N ’ T S K I P T H I S S T E P S

• Track Everything from Day 0 (Mixpanel, Kissmetrics, etc.)
• Tag ALL the Traffic you send to your website (utm_source, etc.)
• Make sure you have conversion tracking for Adwords
• Make sure you have conversion tracking for Facebook
• Make sure you have conversion tracking for any other platform you use (Taboola, Outbrain, etc.)
• Ideally 2 or more levels or Conversion Tracking (Leads/Free Trials, Buyers)
• Install Remarketing Pixel for Adwords (or do it via Analytics)
• Install Remarketing/WCA for Facebook
• Install Remarketing Pixel of Alternative Platforms (Sitescout, Adroll, Perfect Audicence, etc.)
A N D D O T H E M A L L
P L E A S E D O N ’ T S K I P T H I S S T E P S

R E M E M B E R T H AT L E A R N I N G H A P P E N S
W I T H T R A F F I C ( N O T J U S T T I M E )
A D D M O R E S T E P T O T H E B U I L D - M E A S U R E - L E A R N C Y C L E

T H E B U I L D , M E A S U R E ,
L E A R N C Y C L E
• it’s missing something ;)
• after your launch hype it’s over
you need to budget time for
getting traffic
• and make sure you spend
enough to learn… but not more
than needed until you rebuild
with what your learned
Get Traffic

AT C H E S S
H O W T O B E A T K A S PA R O V

M A K E T W O .
E V E RY T I M E H E M A K E S A M O V E ,

@ J U A N M A R T I T E G U I
“Now they call it Growth Hacking.
For years I called it doing my job.”

[WMD 2015] MindValley Hispano >> Juan Martitegui, "Pay-Per-Click Checklist: 20+ Campaigns Every Startup Should Run"

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[WMD 2015] MindValley Hispano >> Juan Martitegui, "Pay-Per-Click Checklist: 20+ Campaigns Every Startup Should Run"