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PPC Strategies for Higher
      Conversions

      Janet Driscoll Miller
       President and CEO
          Search Mojo
Agenda
•   Improving ad performance
•   “Keeping the promise”
•   Landing pages
•   ABT: Always Be Testing!
About Me
• 14 years in search
  marketing
• President and CEO of
  Search Mojo
• Online Marketing
  Summit, SMX, Pubcon
  and others
• Search Insider and other
  blogs
IMPROVING AD
PERFORMANCE
Ad Copy Best Practices
• Try to include the keyword in
  your copy or headline
• Use the space available
• Watch for awkward
  line breaks
• Include info about the offer
  – Example: Free trial
• Remember that the ad copy’s
  goal is: DRIVE CLICKS
Ad Copy Best Practices
• Try to include the keyword in
  your copy or headline
• Use the space available
• Watch for awkward
  line breaks
• Include info about the offer
  – Example: Free trial
• Remember that the ad copy’s
  goal is: DRIVE CLICKS
Ad Copy Best Practices
• Try to include the keyword in
  your copy or headline
• Use the space available
• Watch for awkward
  line breaks
• Include info about the offer
  – Example: Free trial
• Remember that the ad copy’s
  goal is: DRIVE CLICKS
Ad Copy Best Practices
• Try to include the keyword in
  your copy or headline
• Use the space available
• Watch for awkward
  line breaks
• Include info about the offer
  – Example: Free trial
• Remember that the ad copy’s
  goal is: DRIVE CLICKS
Dynamic Keyword Insertion (DKI)
• Automatically inserts the keyword (or version) that the searcher
  queried into your ad
• To use DKI:
    – {keyword:default text}
    – Example: {keyword:hello kitty}
• http://support.google.com/adwords/bin/answer.py?hl=en&answer=2
  454041&from=74996&rd=1
Extending Your Ad
•   Location Extensions
•   Ad Sitelinks
•   Call Extensions
•   Social Extensions
•   New Beta: Form Ad Extensions
Extending Your Ad
•   Location Extensions
•   Ad Sitelinks
•   Call Extensions
•   Social Extensions
•   New Beta: Form Ad Extensions
Extending Your Ad
•   Location Extensions
•   Ad Sitelinks
•   Call Extensions
•   Social Extensions
•   New Beta: Form Ad Extensions
Extending Your Ad
•   Location Extensions
•   Ad Sitelinks
•   Call Extensions
•   Social Extensions
•   New Beta: Form Ad Extensions
Extending Your Ad
•   Location Extensions
•   Ad Sitelinks
•   Call Extensions
•   Social Extensions
•   New Beta: Form Ad Extensions
KEEPING THE PROMISE
What does that mean?

• Keyword and ad should match
• Ad message and landing page message
  should match
• Consistency in the message across
  keyword, ad and landing page
Dynamic Keyword Insertion (DKI)

• Often messes up the promise!
• Common issue with online retailers
  – So much inventory – can be tough to
    personalize properly
LANDING PAGES
What Is a Landing Page?

• Destination page of pay-per-click
  (PPC) ads
• Key factor in conversion rate


              Best Practice:
              Create a landing page for campaigns –
              don’t just use existing website pages.
Why Use a Landing Page?


                                       Targeted Website Page
                                   Average Conversion Rate: 2.40%




       Website Home Page
  Average Conversion Rate: 1.17%
Why Use a Landing Page?

          OK
     Website Home Page
Average Conversion Rate: 1.17%

                                       BEST
   BETTER
     Targeted Website Page
 Average Conversion Rate: 2.40%

                                       Special Landing Page
                                  Average Conversion Rate: 12.5%
Key Factors for a Successful
Landing Page
•   “Keep the Promise”
•   Include a clear call to action
•   Use complementary colors to highlight
•   Keep key messages “above fold”
•   Don’t forget good usability
•   Include trust badges
Consider Conversion Paths

                                Initial
                             Landing Page




                Option 1                    Option 2




     Option1a              Option1b         Option 2a
Consider Conversion Paths
• Segmentation
  – Provide specific offers to specific types of visitors
• Qualification
  – Ensure that the leads you are getting are more
    qualified
• Gain Partial Data Over Time
  – Learn from visitors as they progress through a
    conversion path
• Improved Conversion Rates
ABT: ALWAYS BE TESTING!
Testing Landing Pages

• A|B Testing
                              vs.
  – Tests one whole page
    against another


• Multivariate Testing
  – Tests multiple elements
    on a page vs. each
    other in combinations
Test Using Google Analytics

• Free A|B
  testing tool
  now
  embedded
  in Google
  Analytics
• Only allows
  for A|B
  testing
Things to Test

•   Form on every page
•   Button colors
•   Words on button
•   Page layout
•   Headlines
•   Copy
•   Images
•   Video
Key Takeaways

•   Be careful with DKI.
•   Above all, keep the promise!!
•   Create landing pages or conversion paths
•   Have a clear call to action
•   Always be testing!
Contact Information
• Janet Driscoll Miller
• jmiller@search-mojo.com
• 800-939-5938 x101

• LinkedIn:
  www.linkedin.com/in/janetdriscollmiller
• Twitter: @janetdmiller
• Facebook: www.facebook.com/SearchMojo
• Google+: Janet Driscoll Miller
Thank You
www.onlinemarketinginstitute.org

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PPC Strategies for Higher Conversions

  • 1. PPC Strategies for Higher Conversions Janet Driscoll Miller President and CEO Search Mojo
  • 2. Agenda • Improving ad performance • “Keeping the promise” • Landing pages • ABT: Always Be Testing!
  • 3. About Me • 14 years in search marketing • President and CEO of Search Mojo • Online Marketing Summit, SMX, Pubcon and others • Search Insider and other blogs
  • 5. Ad Copy Best Practices • Try to include the keyword in your copy or headline • Use the space available • Watch for awkward line breaks • Include info about the offer – Example: Free trial • Remember that the ad copy’s goal is: DRIVE CLICKS
  • 6. Ad Copy Best Practices • Try to include the keyword in your copy or headline • Use the space available • Watch for awkward line breaks • Include info about the offer – Example: Free trial • Remember that the ad copy’s goal is: DRIVE CLICKS
  • 7. Ad Copy Best Practices • Try to include the keyword in your copy or headline • Use the space available • Watch for awkward line breaks • Include info about the offer – Example: Free trial • Remember that the ad copy’s goal is: DRIVE CLICKS
  • 8. Ad Copy Best Practices • Try to include the keyword in your copy or headline • Use the space available • Watch for awkward line breaks • Include info about the offer – Example: Free trial • Remember that the ad copy’s goal is: DRIVE CLICKS
  • 9. Dynamic Keyword Insertion (DKI) • Automatically inserts the keyword (or version) that the searcher queried into your ad • To use DKI: – {keyword:default text} – Example: {keyword:hello kitty} • http://support.google.com/adwords/bin/answer.py?hl=en&answer=2 454041&from=74996&rd=1
  • 10. Extending Your Ad • Location Extensions • Ad Sitelinks • Call Extensions • Social Extensions • New Beta: Form Ad Extensions
  • 11. Extending Your Ad • Location Extensions • Ad Sitelinks • Call Extensions • Social Extensions • New Beta: Form Ad Extensions
  • 12. Extending Your Ad • Location Extensions • Ad Sitelinks • Call Extensions • Social Extensions • New Beta: Form Ad Extensions
  • 13. Extending Your Ad • Location Extensions • Ad Sitelinks • Call Extensions • Social Extensions • New Beta: Form Ad Extensions
  • 14. Extending Your Ad • Location Extensions • Ad Sitelinks • Call Extensions • Social Extensions • New Beta: Form Ad Extensions
  • 16. What does that mean? • Keyword and ad should match • Ad message and landing page message should match • Consistency in the message across keyword, ad and landing page
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  • 21. Dynamic Keyword Insertion (DKI) • Often messes up the promise! • Common issue with online retailers – So much inventory – can be tough to personalize properly
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  • 27. What Is a Landing Page? • Destination page of pay-per-click (PPC) ads • Key factor in conversion rate Best Practice: Create a landing page for campaigns – don’t just use existing website pages.
  • 28. Why Use a Landing Page? Targeted Website Page Average Conversion Rate: 2.40% Website Home Page Average Conversion Rate: 1.17%
  • 29. Why Use a Landing Page? OK Website Home Page Average Conversion Rate: 1.17% BEST BETTER Targeted Website Page Average Conversion Rate: 2.40% Special Landing Page Average Conversion Rate: 12.5%
  • 30. Key Factors for a Successful Landing Page • “Keep the Promise” • Include a clear call to action • Use complementary colors to highlight • Keep key messages “above fold” • Don’t forget good usability • Include trust badges
  • 31. Consider Conversion Paths Initial Landing Page Option 1 Option 2 Option1a Option1b Option 2a
  • 32. Consider Conversion Paths • Segmentation – Provide specific offers to specific types of visitors • Qualification – Ensure that the leads you are getting are more qualified • Gain Partial Data Over Time – Learn from visitors as they progress through a conversion path • Improved Conversion Rates
  • 33. ABT: ALWAYS BE TESTING!
  • 34. Testing Landing Pages • A|B Testing vs. – Tests one whole page against another • Multivariate Testing – Tests multiple elements on a page vs. each other in combinations
  • 35. Test Using Google Analytics • Free A|B testing tool now embedded in Google Analytics • Only allows for A|B testing
  • 36. Things to Test • Form on every page • Button colors • Words on button • Page layout • Headlines • Copy • Images • Video
  • 37. Key Takeaways • Be careful with DKI. • Above all, keep the promise!! • Create landing pages or conversion paths • Have a clear call to action • Always be testing!
  • 38. Contact Information • Janet Driscoll Miller • jmiller@search-mojo.com • 800-939-5938 x101 • LinkedIn: www.linkedin.com/in/janetdriscollmiller • Twitter: @janetdmiller • Facebook: www.facebook.com/SearchMojo • Google+: Janet Driscoll Miller

Notas do Editor

  1. Often issue with ecommerce retailersShow sample search of: used chevy minivansDon’t recommend using it anymoreGoogle claims it increases CTR, but not my findingDrive down ctrIn turn drives down quality scoreIn turn increases your cost per click
  2. Make sure ad messaging and landing page messaging match.example: “chevy minivans”Lands on http://colonialautocenter.reachlocal.net/inventory/view/Make/GMC/?utm_source=ReachLocal&utm_medium=ppc&utm_campaign=gmcvshttp://www.carmax.com/enus/search-results/default.html?Ep=semlandingpage&ADc=90&ANa=4294967083+4294966921&search=chevy&adcode=GOOAW210493E&s=0&AZ=22903
  3. Examples:“bissell spot bot”http://www.hsn.com/home-solutions/bissell_c-hw_a-2162_xc.aspx?rdr=1&sourceid=googlebrand&cm_mmc=Paid%20Search%20Brand-_-Google-_-Home%20Solutions-_-spotbot%20bissell&utm_source=google&utm_medium=cpc&utm_term=spotbot%20bissell&utm_campaign=Home%20SolutionsVs.http://www.walmart.com/search/search-ng.do?search_query=Bissell%20Spot%20Bot&adid=22222222220027572311&wmlspartner=wmtlabs&wl0=b&wl1=g&wl2=&wl3=16104602256&wl4=Vs.http://www.kohls.com/kohlsStore/home_floorcare/top_brands/bissell.jsp?pfx=pfx_google_roi&cid=tbnbissellVs.http://www.amazon.com/s/?ie=UTF8&keywords=bissel+spotbot&tag=googhydr-20&index=aps&hvadid=4646123337&hvpos=1t1&hvexid=&hvnetw=g&hvrand=1560641889195713578&hvpone=&hvptwo=&hvqmt=b&ref=pd_sl_7c9ob1exi_b
  4. Visitors glance at a page for about 8 seconds!