Best Practices for TestingPPC Landing Pages & AdCopyJune 20, 2012Larry Kim, WordStreamCarlos Del Rio, Unbounce            ...
Today’s Agenda•   Introductions•   Speaker introductions•   Best Practices for A/B Testing Ad Copy•   Best Practices for A...
Take Part in Live Blogging on Twitter / Google+•   Include the hashtag #wsppcabtests in your Google+ status    updates,Twi...
Speaker Introductions•   Carlos Del Rio     – Director of Conversion Analysis & Digital Strategy     – Co-author of User D...
Let’s learn a little about you….                         CONFIDENTIAL – DO NOT DISTRIBUTE   5
Quick PollHow long have you been involved with SearchMarketing?o   Less than 1 yearo   1-3 yearso   3-5 yearso   5+ years ...
Quick PollHow would you describe your Search Marketingresults?  o I’m new to Search Marketing  o Who knows – I don’t measu...
Best Practices for A/B Testing Your Text Ads                  CONFIDENTIAL – DO NOT DISTRIBUTE   8
Advertiser A               9
Advertiser A – 14% Click Through Rate                                        10
Advertiser A – Avg. Quality Score of 8.8                                           11
Advertiser B               12
Advertiser B – 1.3% Click Through Rate                                         13
Advertiser B – Avg. Quality Score 3.8                                        14
In My Ad Text Presentation You’ll Get:• Why Advertiser B is Struggling and Why Advertiser A  is Rocking• The purpose of Ad...
What is the Goal ofAd Text Optimization?                  CONFIDENTIAL – DO NOT DISTRIBUTE   16
The Purpose of Ad Text Optimization• Should be to try to get the highest possible Click  Through Rate. Why?• Google reward...
Example Relationship Between CPC and QS                            CONFIDENTIAL – DO NOT DISTRIBUTE   18
Example Relationship Between CPA & QS                             CONFIDENTIAL – DO NOT DISTRIBUTE   19
The Purpose of Ad Text Optimization (Continued)• What about Conversion Rates & Cost-Per-  Conversion?   – It’s also very i...
What is a Good Click Through Rate (CTR) for my Ads?                      CONFIDENTIAL – DO NOT DISTRIBUTE   21
What’s a Good CTR for my Ads?• It depends on your ad position, keyword selection,  and other factors.• Lets talk about CTR...
Grade Yourself!          http://www.wordstream.com/google-adwords•    Baseline your performance•    A free, instant PPC au...
Grade Your Click Through Rate!www.wordstream.com/google-adwordsCONFIDENTIAL – DO NOT DISTRIBUTE   24
Grade Your Ads!www.wordstream.com/google-adwords                       CONFIDENTIAL – DO NOT DISTRIBUTE   25
OK, so now, how do I optimize my Ads?                           CONFIDENTIAL – DO NOT DISTRIBUTE   26
A Common Ad Text Misconception“Most people think they’ve tested 20 Google ads butthey really just tested 2 ads 10 differen...
What Ad Text Optimization is Not                                   28
Forrest vs. Leaves“Forrest”             “Leaves”• “Creative Stuff”    • Grammar   – Your Offer         – Punctuation   – Y...
Ad Text Optimization: Creative Stuff                          CONFIDENTIAL – DO NOT DISTRIBUTE   30
Ad Text Example            1.    Urgent            2.    Unique            3.    Useful            4.    Ultra- Specific  ...
Example          32
Example #1             33
Example # 2              34
3 Tips on How To Figure out your USP / OfferAsk your customers!• What is your #1 question about ____?• What caused you to ...
Bob Bly’s Four U’s of Great Ads:1.   Urgent2.   Unique3.   Useful4.   Ultra- Specific                                   36
Ad Text Optimization: Technical Stuff                           CONFIDENTIAL – DO NOT DISTRIBUTE   37
Organization impacts Click Through Rate & Quality Score– Use specific keywords and negative keywords– Group together close...
Use Specific Mid Tail Keywords                                 39
Use Negative Keywords                        CONFIDENTIAL – DO NOT DISTRIBUTE   40
Group and Organize Your Keyword List                                       41
Follow Technical Best Practices                                  CONFIDENTIAL – DO NOT DISTRIBUTE   42
Leverage Ad Extensions – Pimp Your PPC Ads!                              CONFIDENTIAL – DO NOT DISTRIBUTE   43
Put it into practice1.   Capture your baseline (grade your account)2.   Identify under performing ads3.   Select one or tw...
Summary• Successful Ad Text Optimization is a combination of  3 things:   – Communicating your USP/Offer/Guarantee in a wa...
Best Practices for A/B testing        Landing Pages                      CONFIDENTIAL – DO NOT DISTRIBUTE   46
What ALL Good Landing Pages Have1.) Headline                                 3.) ValueBuy Xena Warrior Princess Chakram2.)...
What That Might Look Like              1. Unique value proposition in a                 concise headline              2. I...
Start With Brainstorming                    CONFIDENTIAL – DO NOT DISTRIBUTE   49
Then Design              CONFIDENTIAL – DO NOT DISTRIBUTE   50
Include Everything Anyone Could Want
Refine
TestBase          Variations
Celebrate?!Base     -20%    -32%   -1%
Now What?!             CONFIDENTIAL – DO NOT DISTRIBUTE   55
Call In The Reserves
Brainstorm             CONFIDENTIAL – DO NOT DISTRIBUTE   57
Redeploy
Okay, Now Celebrate!Base          25%    -1%      31%
Content TestBase     Medium   Short
Headline TestBase                VS.
Button CTA TestBase              VS.              VS.           No Button
Generation 3              27%      35%        74%Base Conversion: 10%         Final Conversion: 17.4%
The ProcessThings to Test            Phase One Headline                 Brainstorm Content Call to Action           De...
Special Offers• Unbounce  – 30 day free trial  – 50% off for 3 months with promo code    WSwebinar503  – Get started at ht...
Your Questions Thank you for attending Unbounce and WordStream’s webinar on: How to Use Killer Landing Pages to Get Better...
Best Practices for Testing PPC Landing Pages & Ad Copy
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Best Practices for Testing PPC Landing Pages & Ad Copy

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Learn the best practices for A/B Testing Ad Copy and Landing Pages with our presenters Larry Kim from WordStream and Carlos Del Rio of Unbounce. Visit our website on http://www.wordstream.com

Published in: Technology, Design

Best Practices for Testing PPC Landing Pages & Ad Copy

  1. 1. Best Practices for TestingPPC Landing Pages & AdCopyJune 20, 2012Larry Kim, WordStreamCarlos Del Rio, Unbounce CONFIDENTIAL – DO NOT DISTRIBUTE 1
  2. 2. Today’s Agenda• Introductions• Speaker introductions• Best Practices for A/B Testing Ad Copy• Best Practices for A/B Testing Landing Pages• Q&A 2
  3. 3. Take Part in Live Blogging on Twitter / Google+• Include the hashtag #wsppcabtests in your Google+ status updates,Twitter tweets,, etc. 3
  4. 4. Speaker Introductions• Carlos Del Rio – Director of Conversion Analysis & Digital Strategy – Co-author of User Driven Change: Give Them What They Want and A Strategic Framework for Emerging Media• Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 years – 3 years ago, started WordStream – Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools – WordStream helps people get their website found on the internet! 4
  5. 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  6. 6. Quick PollHow long have you been involved with SearchMarketing?o Less than 1 yearo 1-3 yearso 3-5 yearso 5+ years 6
  7. 7. Quick PollHow would you describe your Search Marketingresults? o I’m new to Search Marketing o Who knows – I don’t measure my results o Disappointing – I expected so much more from PPC o Satisfactory – I’m seeing return on my investment into PPC o Stellar – PPC is my most successful lead/traffic generating channel 7
  8. 8. Best Practices for A/B Testing Your Text Ads CONFIDENTIAL – DO NOT DISTRIBUTE 8
  9. 9. Advertiser A 9
  10. 10. Advertiser A – 14% Click Through Rate 10
  11. 11. Advertiser A – Avg. Quality Score of 8.8 11
  12. 12. Advertiser B 12
  13. 13. Advertiser B – 1.3% Click Through Rate 13
  14. 14. Advertiser B – Avg. Quality Score 3.8 14
  15. 15. In My Ad Text Presentation You’ll Get:• Why Advertiser B is Struggling and Why Advertiser A is Rocking• The purpose of Ad Text Optimization• What’s a Good Click Through Rate?• How to Optimize your Ads! 15
  16. 16. What is the Goal ofAd Text Optimization? CONFIDENTIAL – DO NOT DISTRIBUTE 16
  17. 17. The Purpose of Ad Text Optimization• Should be to try to get the highest possible Click Through Rate. Why?• Google rewards high CTR on keywords/ads with: – Higher AdRank (More Exposure) – Lower Cost Per Click (Save Money) – More impression share• Google punishes ads that have low CTR on keywords/ads. 17
  18. 18. Example Relationship Between CPC and QS CONFIDENTIAL – DO NOT DISTRIBUTE 18
  19. 19. Example Relationship Between CPA & QS CONFIDENTIAL – DO NOT DISTRIBUTE 19
  20. 20. The Purpose of Ad Text Optimization (Continued)• What about Conversion Rates & Cost-Per- Conversion? – It’s also very important – Carlos will talk about converting the your clicks into conversions in just a few minutes! 20
  21. 21. What is a Good Click Through Rate (CTR) for my Ads? CONFIDENTIAL – DO NOT DISTRIBUTE 21
  22. 22. What’s a Good CTR for my Ads?• It depends on your ad position, keyword selection, and other factors.• Lets talk about CTR benchmarks! 22
  23. 23. Grade Yourself! http://www.wordstream.com/google-adwords• Baseline your performance• A free, instant PPC audit in under a minute!• Grades your AdWords account performance based on the 8 PPC metrics that really matter• Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords 23
  24. 24. Grade Your Click Through Rate!www.wordstream.com/google-adwordsCONFIDENTIAL – DO NOT DISTRIBUTE 24
  25. 25. Grade Your Ads!www.wordstream.com/google-adwords CONFIDENTIAL – DO NOT DISTRIBUTE 25
  26. 26. OK, so now, how do I optimize my Ads? CONFIDENTIAL – DO NOT DISTRIBUTE 26
  27. 27. A Common Ad Text Misconception“Most people think they’ve tested 20 Google ads butthey really just tested 2 ads 10 different times.” – Dr.Glenn Livingston (via Perry Marshall) 27
  28. 28. What Ad Text Optimization is Not 28
  29. 29. Forrest vs. Leaves“Forrest” “Leaves”• “Creative Stuff” • Grammar – Your Offer – Punctuation – Your USP – Capitalization – Your Guarantee – Spelling• “Technical Stuff” – Campaign Structure – Ad Extensions Our Focus for Today! – (etc.) 29
  30. 30. Ad Text Optimization: Creative Stuff CONFIDENTIAL – DO NOT DISTRIBUTE 30
  31. 31. Ad Text Example 1. Urgent 2. Unique 3. Useful 4. Ultra- Specific 31
  32. 32. Example 32
  33. 33. Example #1 33
  34. 34. Example # 2 34
  35. 35. 3 Tips on How To Figure out your USP / OfferAsk your customers!• What is your #1 question about ____?• What caused you to look for ____ today?• What would you like us to help you with today? 35
  36. 36. Bob Bly’s Four U’s of Great Ads:1. Urgent2. Unique3. Useful4. Ultra- Specific 36
  37. 37. Ad Text Optimization: Technical Stuff CONFIDENTIAL – DO NOT DISTRIBUTE 37
  38. 38. Organization impacts Click Through Rate & Quality Score– Use specific keywords and negative keywords– Group together closely related keywords– Write relevant text ads and destination pages– Repeat! (But this is actually a lot of work, so leverage software for this!) 38
  39. 39. Use Specific Mid Tail Keywords 39
  40. 40. Use Negative Keywords CONFIDENTIAL – DO NOT DISTRIBUTE 40
  41. 41. Group and Organize Your Keyword List 41
  42. 42. Follow Technical Best Practices CONFIDENTIAL – DO NOT DISTRIBUTE 42
  43. 43. Leverage Ad Extensions – Pimp Your PPC Ads! CONFIDENTIAL – DO NOT DISTRIBUTE 43
  44. 44. Put it into practice1. Capture your baseline (grade your account)2. Identify under performing ads3. Select one or two and replace with new copy4. Wait…5. Measure,6. Repeat!!! CONFIDENTIAL – DO NOT DISTRIBUTE 44
  45. 45. Summary• Successful Ad Text Optimization is a combination of 3 things: – Communicating your USP/Offer/Guarantee in a way that stands out in a big way! – Using all the technical best practices, like keyword selection, segmentation, and use of advanced features like ad extensions. – Build it into your process! 45
  46. 46. Best Practices for A/B testing Landing Pages CONFIDENTIAL – DO NOT DISTRIBUTE 46
  47. 47. What ALL Good Landing Pages Have1.) Headline 3.) ValueBuy Xena Warrior Princess Chakram2.) Demonstration 4.) Support Wow! The free shipping got her in two days! - Happy McCustomer 5.) Action CONFIDENTIAL – DO NOT DISTRIBUTE 47
  48. 48. What That Might Look Like 1. Unique value proposition in a concise headline 2. Image/video showing context of use 3. Core benefit statement 4. Request for data (and fair value item in exchange) 5. Strong Call to Action 6. Trust elements 7. Social Sharing Devices CONFIDENTIAL – DO NOT DISTRIBUTE 48
  49. 49. Start With Brainstorming CONFIDENTIAL – DO NOT DISTRIBUTE 49
  50. 50. Then Design CONFIDENTIAL – DO NOT DISTRIBUTE 50
  51. 51. Include Everything Anyone Could Want
  52. 52. Refine
  53. 53. TestBase Variations
  54. 54. Celebrate?!Base -20% -32% -1%
  55. 55. Now What?! CONFIDENTIAL – DO NOT DISTRIBUTE 55
  56. 56. Call In The Reserves
  57. 57. Brainstorm CONFIDENTIAL – DO NOT DISTRIBUTE 57
  58. 58. Redeploy
  59. 59. Okay, Now Celebrate!Base 25% -1% 31%
  60. 60. Content TestBase Medium Short
  61. 61. Headline TestBase VS.
  62. 62. Button CTA TestBase VS. VS. No Button
  63. 63. Generation 3 27% 35% 74%Base Conversion: 10% Final Conversion: 17.4%
  64. 64. The ProcessThings to Test Phase One Headline  Brainstorm Content Call to Action  Design and Write Large Images  Create More Content Than You Need Length of Content  Create Control Page  Create Variations  Test Phase 2 and On  Analyze Your Results  Choose New Control  Revise Variations  Test Again CONFIDENTIAL – DO NOT DISTRIBUTE 64
  65. 65. Special Offers• Unbounce – 30 day free trial – 50% off for 3 months with promo code WSwebinar503 – Get started at http://try.unbounce.com/with- wordstream/• WordStream – Grade your account – Then get a free account assessment with one of our Search experts – We’ll help you identify missed opportunities and more CONFIDENTIAL – DO NOT DISTRIBUTE 66
  66. 66. Your Questions Thank you for attending Unbounce and WordStream’s webinar on: How to Use Killer Landing Pages to Get Better PPC Results. #wsppcabtests Evaluate your text ads today! http://www.wordstream.com/google-adwords Learn more about Unbounce: http://try.unbounce.com/with-wordstream Or contact us directly: Carlos del Rio carlos@unbounce.com Larry Kim lkim@wordstream.com 67
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