How to Use Google to Lift Your Conversion Rate

How to Use Google to Lift Your
Conversion Rate

Presented by:

Bryan Eisenberg, Partner, Eisenberg Holdings

http://www.BryanEisenberg.com

@TheGrok
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

http://www.bryaneisenberg.com


PPC is Hard…


PPC is Hard…

But the right tools, techniques
and education can make it a
LOT EASIER.


You get what you put in…


You get what you put in…

A little work every week on your Ad
campaigns can deliver big
dividends.


Succeeding in Online Advertising is
all about relevance


Succeeding in Online Advertising is
all about relevance

Figure out what people want
and give it to them.


Keep your PPC house clean


Keep your PPC house clean

Pause, fix or kill irrelevant,
underperforming keywords to
maximize ROI.


You gotta have goals


You gotta have goals

Knowing what you want
defines and simplifies your
workflow.

Avoid Set It And Forget It Mentality


Avoid Set It And Forget It Mentality

Test and iterate, but
don’t let perfect be
the enemy of the
good.


PPC Trivia! 5 Quick Questions about AdWords Accounts

1. How often do small businesses (spending
under $5k / month on AdWords) do work in
their AdWords account?


PPC Trivia! 5 Quick Questions about AdWords Accounts

1. How often do small businesses (spending
under $5k / month on AdWords) do work in
their AdWords account?

Answer:
• 50% of them don’t even check once per month
• 25% haven’t done anything in the last 90 days
• Agencies and advertisers appear to be equally guilty...


PPC Trivia! (Continued)

2. What percentage of AdWords
accounts have used at least 1 negative
keyword in the last 90 days?



2. What percentage of AdWords
accounts have used at least 1 negative
keyword in the last 90 days?

Answer:
• Less than 50%
• And 20% of them have yet use a negative keyword…
ever…



3. What percentage of AdWords accounts
use Conversion Tracking?



3. What percentage of AdWords accounts
use Conversion Tracking?

Answer:
• Less than 50% of advertisers have Conversion
Tracking on. That means they don’t know
what’s working.


The Average AdWords Account


WHO’S TESTING NOW?

40%

31%
30%
61% do less
27% than 5 tests per
month
20% 20%
20%
16% 16%
14%
12%
10%
7%
6% 6%
4% 4%
2% 2%
1% 1%
0%
0%
1 2 3-5 6-10 11-20 21-50 51-100 >100 >1,000

Response 2010: 222
Response 2009: 271


What’s Easier to Change?


PPC: The Demand Fulfillment
Process


Process
Search
Queries,

Placements
&
Personas

A
ques'on
is
asked
or

demand
revealed


Process
Search
Queries,

Placements
&
Personas Ad
Copy

A
ques'on
is
asked
or
An
answer
is
given
that

demand
revealed makes
a
promise


Process
Search
Queries,

Placements
&
Personas Ad
Copy Landing
Page

A
ques'on
is
asked
or
An
answer
is
given
that
The
promise
is

demand
revealed makes
a
promise fulﬁlled
(no
not!)


Create the Habit!


Perfecting the Pitch


Two Options

1. Conversions/ Ad Impressions
2. Identify & Deploy


Who Sees These Ads Anyway?

The
Prospect



Intent

The
Prospect



Intent

Level
of

intent

The
Prospect



Intent

Level
of

intent

Searching

The
Prospect



Intent

Level
of

intent
Comparing

Searching

The
Prospect



Intent

Level
of

intent
Comparing

Searching
Browsing

The
Prospect



Intent

Ready
to

Level
of
purchase?
intent
Comparing

Searching
Browsing

The
Prospect



Intent Persona

Ready
to

Level
of
purchase?
intent
Comparing

Searching
Browsing

The
Prospect



Intent Persona

Ready
to

Level
of
purchase? Who
are

intent they?
Comparing

Searching
Browsing

The
Prospect



Intent Persona

Ready
to

Level
of
purchase? Who
are

intent they?
Comparing

Searching What
are

Browsing they
looking

for?

The
Prospect



Intent Persona

Ready
to

Level
of
purchase? Who
are
Where
do

intent they? they
live?
Comparing

Searching What
are

Browsing they
looking

for?

The
Prospect


Now Write An Ad!


1. Know Your Audience Appeal


Appealing to Searcher Psychology

A

B
Hint: What’s appealing to one gender may turn off
the other. For example: “Dance” and “Sexy” vs.

6-Pack


Searcher Psychology


Gender Exercise


Searcher Psychology

Dance/Sexy

6 Pack

What’s appealing to one gender may
turn off the other.
•“Dance” and “Sexy”

vs.

6-Pack

TEST: Which Ad Boosted CTR?

R
T
C
%
A

21
+2
B
Apparently more guys are buying “Hip Hop Abs”
Than Will Admit It!


TEST: Which Facebook Ad Won?

A

B


TEST: Which Facebook Ad Won?

A

R
T
C
%
B

00
+7

TEST: Which Ad Won?

A

B
Hint: Think Searcher Psychology – how much does
the buyer really know? Is this a personal purchase
or a gift?

TEST: Which Ad Won?

R
T
C
%
21
A

+2
B
Brand Names Only Help When The Buyer Already
Knows Them!


2. Know Who They Are Not

A

B


2. Know Who They Are Not

A

R
T
C
5%
+7
B


TEST: Which Facebook Image
Won?

•A


TEST: Which Facebook Image
Won?

A

R
T
C
0%
+2
B


3. Killer Triggers!

A

B


3. Killer Triggers!

A

R
T
C
3%
B

+4


4. Features versus Benefits

A

B

What do you think the searcher is
REALLY looking for?

4. Features versus Benefits

A

PI
C
%
44
B

+4
“Don’t Overpay For Your Car
Rental”

5. Wordsmithing

VALUE WORDS

TRIGGER
KEYWORDS
WORDS


TEST #1: A Tale of 2 Contests

A

B



A

PI
C
%
08
B

+3


A

B


R
T
C
4%
+8

6. Substantiation or Loop Closing

R
T
C
1%
+8

R
T
C
%
13
+1

R
T
C
5%
+9

7. Always Be Testing


TEST: Can You Guess The Winner?

A

B

PPC, Adwords, Booster, Conversions


A

T %
C 26
+3
R
B



A

T %
C 44
+1
R
B



A

R
T
C
2%
B

+5

Top 10 Ad Elements to Test
1.Highlighting benefits (not features)
2.Presence of keywords/Intent Words
3.Call to action (test multiple)
4.Insert specifics: pricing ($39.99) , selection details (657
styles, etc.)
5.Risk mitigation/special offers (money-back, ships today,
free trial)
6.Experiment with the display URL
7.Formatting/ordering of key elements
8.Synonyms within the ad
9.Capitalization
10.Outrageous imagery (Facebook)


PERSONALIZE THE SITE EXPERIENCE

Customer Profile

Site Content

Keyword

THE PREP
Opportunity lurks in every segment, of every metric. Start
with high volume or high value segments.

Inbound Visitor Profile Time
search keyword/term, search Visitor brand affinity, When do they visit,
engine, social referrer prior purchase history, when do they
preferences, etc. research

Customer Groups Behavior Geography
Affinity, Preferences, Visitor recency, Geo location of visitor, location
Multi-channel, Member frequency, Site of nearest store, nearest
interaction distribution center


Gear - Official Site

100’s of waterproof jackets in stock
FREE shipping on all orders over $60


100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60



Waterproof Jackets


MESSAGE CONSISTENCY
• Average conversion improvement range
5%-20% (As high as 100%)


Waterproof Jackets


Waterproof Jackets

TOP RATED TOP RATED

TOP RATED TOP RATED


Badging
• Conversion impact as high as 55%



Waterproof Jackets

TOP RATED TOP RATED


Tax Free
• Average conversion improvement range
5%-15%


international
• Conversion improvement as high as 100%


make it a landing
session


Thank you for listening!
Bryan Eisenberg
bryan@bryaneisenberg.com
Read our blog:
www.BryanEisenberg.com
Call us at (347) 470-GROK (4765)
Follow me on Twitter Please:
@TheGrok


How to Use Google to Lift Your Conversion Rate

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How to Use Google to Lift Your Conversion Rate