13 Ways You're Killing Your Conversion Rate
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13 Ways You're Killing Your Conversion Rate

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t's a PPC whodunit! ...

t's a PPC whodunit!

We cover 13 more-common-than-you-think conversion-killers, and we talk about:

- Why you shouldn't use your gut
- Buffy the Conversion Slayer: setting expectations
- The ad position that wastes your money and time
- How to take a vacation from PPC (hint: you can't)
- This keyword match type is a real buzzkill
- How to really get your campaign to swim with the fishies

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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13 Ways You're Killing Your Conversion Rate Presentation Transcript

  • 1. 13 Ways You’reKilling Your Conversion Rate # conversionkillers
  • 2. Detective Bill Quinn, VP of MarketingDetective Anna Sawyer, Marketing Manager
  • 3. Paid search is complex,and it’s easy to make mistakes. But these thirteen mistakes are killer.
  • 4. killer mistake # 1 Driving traffic to your homepage
  • 5. killer mistake # 1 Why? Your homepage probably isn’t optimized for conversions.
  • 6. killer mistake # 1 Bring it back to life. Drive traffic to landing pages specifically designed for PPC conversions.
  • 7. killer mistake # 1 a clearA great landing call-to- page has: action a testimonial exactly what the searcher expects
  • 8. killer mistake # 1 Extra credit! Check out our blog at www.tradacom/blog for a post on building conversion-centric landing pages.
  • 9. killer mistake # 2 Trusting your gut
  • 10. killer mistake # 2 Why? You are pretty smart, but you can’t know what will work best.
  • 11. killer mistake # 2 Research your competitors! Take Save yourself! what you learn and use it as a starting point. Then, gather data from your own campaign.
  • 12. killer mistake # 2 Use a keyword tool (Spyfu, Raven, KeyCompete) to find out which keywords your competitors are using. Create a list of competitor keywords, and use this list to brainstorm long-tail keywords. Ask friends to help (for diversity of thinking). Add keywords to your campaign and test, test test!
  • 13. killer mistake # 3 Fighting for first position
  • 14. killer mistake # 3 Why? First position is expensive, and may not convert as well.
  • 15. killer mistake # 3 How to come back Check your ego at to life: the door and rank for positions 2-4. Leave position 1 to your competitor!
  • 16. killer mistake # 4 Targeting a wide area
  • 17. killer mistake # 4 If you use the Why? default settings, you’re probably getting clicks from weird locations - people who won’t convert.
  • 18. killer mistake # 4 Save yourself! Geo-targeting is very simple.
  • 19. killer mistake # 4 countries You can targetmultiple locations: regions states custom locations cities
  • 20. killer mistake # 5 Using single broad match keywords
  • 21. killer mistake # 5 Broad match and Why? single-word keywords drive less targeted traffic. Plus, they are very expensive!
  • 22. killer mistake # 5 Someone who enters “shoes” could beThink of it like this. looking for any of the following: shoes to buy tips for repairing shoes shoes for horses bowling shoes
  • 23. killer mistake # 5 long-tail keywords “phrase Raise your conversion rate match (from the dead) keywords” [exact match keywords]
  • 24. killer mistake # 6 Buy Our Shoes They’re great. Click here. tradashoes.com Failing to use all the space available
  • 25. killer mistake # 6 You have 70 Why? characters to work with. Use them to catch a searcher’s attention!
  • 26. killer mistake # 6 Running Shoes - Save up to 50% Thousands of styles and colors! Free Shipping - Click here and Save Now! tradashoes.com/runningshoes Save yourself! Buy One Pair Get One Free Nikes as low as $29. Free Shipping! Huge selection of running shoes. tradashoes.com
  • 27. killer mistake # 7 No call-to-action
  • 28. killer mistake # 7 Why? A searcher needs to know what will happen when he clicks.
  • 29. killer mistake # 7 Save now! Get it Here! Reanimate your conversion rate. Click Here! Shop Now! Start Get Download! Started!
  • 30. killer mistake # 8 Allowing dates to expire
  • 31. killer mistake # 8 Offering promotions with Why? end dates can boost urgency and conversions. But allowing them to expire reduces credibility and looks bad.
  • 32. killer mistake # 8 Stay alive! Set yourself a calendar reminder every time you write an ad that will expire.
  • 33. killer mistake # 9 Filling your ad copy Best with adjectives Best Bes
  • 34. killer mistake # 9 You want to convince a searcher that your Why? offer has more value than your competitors’. But adjectives aren’t descriptive, and they’re often superlative.
  • 35. killer mistake # 9 Liven up your Use more verbs conversions! than adjectives to describe your offer. Describe your value tangibly with actions.
  • 36. killer mistake # 10Buffy the Conversion Slayer: setting the wrong expectations
  • 37. killer mistake # 10 Entering into any Why? kind of marketing activity without setting the right expectations will likely let you down.
  • 38. killer mistake # 10 research click prices determine Do your in your your target homework: vertical ROI be prepared for an be exploratory flexible period
  • 39. killer mistake # 11 Separating PPC and SEO
  • 40. killer mistake # 11 PPC and SEO should be used in tandem. They Why? generate valuable data that can be used to inform one another, and a good strategy for one is required for success with the other.
  • 41. killer mistake # 11 Use your successful PPC keywords to build your SEO Don’t be undead. keyword list. Maintain good SEO practices to keep quality score high.
  • 42. killer mistake # 12 Taking a vacation
  • 43. killer mistake # 12 To be Why? competitive, you need to constantly optimize your campaign. Leaving it alone will cost you.
  • 44. killer mistake # 12 bid priceYour campaign changesneeds constant keyword optimization. generation research new ads
  • 45. killer mistake # 13 Not testing
  • 46. killer mistake # 13 Paid search gives you all the tools Why? you need to be successful - built right in. Not using this information will cost you - because your competitors are!
  • 47. killer mistake # 13 Write four ads for each ad group. Vary theHere’s an easy subject lines in two, split-test. and the CTA in two. After two weeks, ditch the two ads that didn’t perform as well, and (repeat) write two more.
  • 48. Here’s where we take twominutes to tell you that Trada can solve all of these problems...... and it doesn’t cost any more than if you were to solve them yourself.
  • 49. Trada has a crowd of over 2,000 certified paid search experts who do PPC for you.
  • 50. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks
  • 51. and a better conversion rate!
  • 52. It’s pay-for-performance. There are NO fees:no startup fees, no management fees. You can get started right away.
  • 53. Time for questions!For more information or to schedule a demo, email anna@trada.com