Start bringing higher quality traffic that will convert to your website all while ditching Cost per Lead as your main metric. Chris Mechanic is a bottomless well of web optimization strategies and is sharing how to better use existing ad platforms to boost your conversion. You’ll hear about implementing revenue driven optimization, bidding on customers instead of clicks, and cultivating post click experiences that generate valuable data signals.   Busted Myths:   Cost per Lead is a useless metric. Once a metric becomes a target it becomes useless. You need to elevate your stack to a point where you’re bidding on customers instead of clicks or impressions and use this to measure your programs. Takeaways    Because of the amount of information that walled gardens and their algorithms have access to, you need to use them for optimization. In the long run, they will be much better at optimization than you trying to do it manually. CEOs need to change their perspective from seeing marketing as an expense and a large cost center to seeing the profit center that it really is and can be. To move on from CPL, there are a few different phases of maturity to go through. The first phase is mapping out your funnel at the most basic level and then looking at the costs of each outcome on highest spending platforms. The second step is to think about the data signals being generated such as clicking an ad, activating a field, navigating a page, etc. These data signals can then be associated with a secondary funnel and fed back into the platforms to train the algorithms better. Mark the data signals that are easy to access and track as green and those that are harder to get as red. Feed the easily accessible, green signals into the platforms to increase converting traffic. When bidding on clicks, set up a “zombie scrubber” which uses a data signal to tell the platform that a specific click is not a zombie. Once the platform knows the click parameters and what zombies are, you can create a new campaign for not zombies. Scroll depth is a great and easy way to determine if someone is a zombie or not. For smaller landing pages, set the scroll depth to 100% or set it to 25-50% for larger landing pages.  When developing landing pages, make them interactive and visual. When you ask questions on the landing page, make sure they are relevant to the context of the click and don’t contain PII. Ask your sales team what questions they ask aside from name and email. When you create a landing page, ask those same questions to help your sales team gather more of the data they need for a lead. This will help you generate higher qualified leads.   Quote of the Show: “If you can transcend to a point where you’re literally bidding on customers instead of on clicks and you’re measuring you’re programs that way, that is the holy grail right there” - Chris Mechanic   Shout Outs:   Dennis Yu   Book Recommendations:   Psycho-Cybernetics by Maxwell Maltz   Links:   LinkedIn: https://www.linkedin.com/in/chrismechanic/ Twitter: https://twitter.com/chrismechanic Company website: https://www.webmechanix.com/ Podcast: https://www.webmechanix.com/3-minute-marketing/ Ways to Tune In:   Apple Podcasts: https://podcasts.apple.com/us/podcast/the-hard-corps-marketing-show/id1338838763 Amazon Music/Audible: https://music.amazon.com/podcasts/37228621-2f9c-4905-a223-1844effb49dd Spotify:  https://open.spotify.com/show/1vVLpNI1LssMTiL6Kdsamn Stitcher: https://www.stitcher.com/podcast/the-hard-corps-marketing-show Google Podcasts: https://play.google.com/music/m/Im7mytmu2wa2mekhoeixlja5hpe?t=The_Hard_Corps_Marketing_Show YouTube: https://youtu.be/uPNck1mR7eE