7 Powerful A/B Tests
that Drive More Leads from
Paid Search
&
Brought to you by:
www.wordstream.com/learn
www.wordstream.com/learn
Want to get smart in paid search?
#TestPPC
@Optimizely
@WordStream
Join the Conversation on Twitter
#TestPPC
Toni Pace
 Marketing Programs Associate
 Focused on lead generation through paid
search & website optimization
 Current...
If you're spending thousands of
dollars on search, you’d be
crazy to not be spending on
tools and software that can
help y...
 The Paid Search Funnel
 How to Generate More Leads with A/B Testing
 7 Test Ideas & Examples (with unreal results)
 A...
What is your experience
with paid search?
A. I’m a PPC pro!
B. I’m comfortable with paid search.
C. I’m a rookie.
#TestPPC
Send More
Potential Leads
Into the Funnel
Paid Search Funnel
Increase
Conversion
Rate Within the
Funnel
Leads, Customers,
...
It’s Measurable!
#TestPPC
Click Through
Rate
Conversion Rate
Cost Per
Click
Average Position
Cost Per
Conversion
Total Con...
How often are you
A/B testing for paid
search?
A. Always
B. Occasionally
C. Testing… what is this testing you speak of?
#T...
Try two different
things. Measure which
one performs best*.
A/B Testing in a Nutshell
*The definition of “performs best” i...
A or B?
A
B
#TestPPC
A or B?
A
B
#TestPPC
2.8%
More
Sign-ups
Testing the entire Paid Search funnel
IMPRESSIONS
CLICKS
CONVERSIONS
Leads, Customers,
Revenue
#TestPPC
Testing the entire Paid Search funnel
IMPRESSIONS
CLICKS
CONVERSIONS
• Keyword bids ($$$)
• New Keywords
#TestPPC
Leads, C...
Testing the entire Paid Search funnel
IMPRESSIONS
CLICKS
CONVERSIONS
• Ad text, call to action
• Ad offers
• Keyword bids ...
Testing the entire Paid Search funnel
IMPRESSIONS
CLICKS
CONVERSIONS
• Ad text, call to action
• Ad offers
• Keyword bids ...
A/B test thy Ads.
#TestPPC
Test 1: Targeted Ad Text
#TestPPC
Why, yes.
This IS relevant to
my interests.
Test 1: Targeted Ad Text
Keyword Research for PPC
Free Premier Keyword Research.
Get More Out of AdWords and Bing!.
www.wo...
#TestPPC
Test 2: Ad Text with Urgency
Fix Costly AdWords Errors
Use This Simple, Free Tool And Find
Your Errors in 60 Seconds. Hurry!
www.wordstream.com
AdWords...
#TestPPC
FREE
TRIAL
Ebook
Download
SUBSCRIBE!
View Demo
BUY
NOW
Test 3: Ad Offer
#TestPPC
Landing Page Setup Guide
The Ultimate Cheat-Sheet & Toolkit
To PPC Landing Page Success..
www.wordstream.com
PPC ...
#TestPPC
Try it out!
 Targeting: Try including a specific audience,
product model, or price in your ad text
 Urgency: Tr...
A/B test thy landing page.
Test 4: Segmented Landing Pages
#TestPPC
#TestPPC
Test 4: Segmented Landing Pages
Test 5: Landing Page Flow
#TestPPC
ORIGINAL VARIATION
#TestPPC
Test 5: Landing Page Flow
Test 6: Landing Page Redesign
#TestPPC
Test 6: Landing Page Redesign
#TestPPC
ORIGINAL VARIATION
611%
Increase in
Conversion
Rate
Test 7: Dynamic Keyword Targeting
#TestPPC
Test 7: Dynamic Keyword Targeting
ORIGINAL VARIATION
20%
More
Checkouts
#TestPPC
Recap: 7 A/B Tests
0%
More
Checkouts
#TestPPC
1.Test targeted ad text.
2.Test ad text with urgency.
3.Test ad offer.
4.Tes...
Learn More About AB Testing in…
learn.optimizely.com
#TestPPC
Where should I start testing?
www.wordstream.com/google-adwords
#TestPPC
www.wordstream.com/landing-page
Grade Your AdWord...
I would like…
A. A FREE 1-on-1 AdWords & Landing Page Grader walkthrough with
a paid search expert
B. To see Optimizely in...
Q&A
#TestPPC
Brought to you by:
www.wordstream.com/learn
&
@WordStream @Optimizely
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WordStream & Optimizely Present: 7 A/B Tests to Drive Leads in Paid Search [Webinar]

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Join WordStream and Optimizely for an exciting new webinar about A/B testing and paid search. We’ll give you 7 real A/B tests that delivered UNREAL results by optimizing our paid search ads and landing pages. You will walk away with a better understanding of the paid search lead generation funnel and actionable steps to start A/B testing your pay-per-click advertising efforts and get more leads.

Get ready to learn everything you need to know to drive unreal results from paid search through A/B testing!

For more information, please visit www.wordstream.com.

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  • Thank you again for posting these slides. Unfortunately there was not enough time for my question to be answered during the webinar but I heard it mentioned that it's possible to set up AdWords campaigns to target different variations of landing pages in Optimizely. How would I go about setting that up?
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WordStream & Optimizely Present: 7 A/B Tests to Drive Leads in Paid Search [Webinar]

  1. 1. 7 Powerful A/B Tests that Drive More Leads from Paid Search & Brought to you by: www.wordstream.com/learn
  2. 2. www.wordstream.com/learn Want to get smart in paid search?
  3. 3. #TestPPC @Optimizely @WordStream Join the Conversation on Twitter #TestPPC
  4. 4. Toni Pace  Marketing Programs Associate  Focused on lead generation through paid search & website optimization  Currently running 20+ A/B tests! Meet The Experts Ryan Lillis  Conversion Optimization Strategist for everything from startups to Fortune 100 companies  Has worked in website usability space since 2006  Advises companies daily on what to test #TestPPC
  5. 5. If you're spending thousands of dollars on search, you’d be crazy to not be spending on tools and software that can help you optimize your website. Larry Kim Founder, CTO Wordstream Why PPC + A/B Testing? #TestPPC “ “
  6. 6.  The Paid Search Funnel  How to Generate More Leads with A/B Testing  7 Test Ideas & Examples (with unreal results)  Action Items & Tips  Q&A Today’s Agenda #TestPPC
  7. 7. What is your experience with paid search? A. I’m a PPC pro! B. I’m comfortable with paid search. C. I’m a rookie. #TestPPC
  8. 8. Send More Potential Leads Into the Funnel Paid Search Funnel Increase Conversion Rate Within the Funnel Leads, Customers, Revenue IMPRESSIONS CLICKS CONVERSIONS 1 #TestPPC 2
  9. 9. It’s Measurable! #TestPPC Click Through Rate Conversion Rate Cost Per Click Average Position Cost Per Conversion Total Conversion Value Impression Share Bounce Rate Quality Score
  10. 10. How often are you A/B testing for paid search? A. Always B. Occasionally C. Testing… what is this testing you speak of? #TestPPC
  11. 11. Try two different things. Measure which one performs best*. A/B Testing in a Nutshell *The definition of “performs best” is entirely up to you. #TestPPC
  12. 12. A or B? A B #TestPPC
  13. 13. A or B? A B #TestPPC 2.8% More Sign-ups
  14. 14. Testing the entire Paid Search funnel IMPRESSIONS CLICKS CONVERSIONS Leads, Customers, Revenue #TestPPC
  15. 15. Testing the entire Paid Search funnel IMPRESSIONS CLICKS CONVERSIONS • Keyword bids ($$$) • New Keywords #TestPPC Leads, Customers, Revenue
  16. 16. Testing the entire Paid Search funnel IMPRESSIONS CLICKS CONVERSIONS • Ad text, call to action • Ad offers • Keyword bids ($$$) • New Keywords #TestPPC Leads, Customers, Revenue
  17. 17. Testing the entire Paid Search funnel IMPRESSIONS CLICKS CONVERSIONS • Ad text, call to action • Ad offers • Keyword bids ($$$) • New Keywords • Landing Page Flow • On-Page Elements • Targeted Landing Pages #TestPPC Leads, Customers, Revenue
  18. 18. A/B test thy Ads. #TestPPC
  19. 19. Test 1: Targeted Ad Text #TestPPC Why, yes. This IS relevant to my interests.
  20. 20. Test 1: Targeted Ad Text Keyword Research for PPC Free Premier Keyword Research. Get More Out of AdWords and Bing!. www.wordstream.com/keyword Keyword Research Suite Free Premier Keyword Research. Try It Out Today For Free! www.wordstream.com/keyword 1 2 55% Increase In Conversion Rate #TestPPC 37% Decrease in Cost Per Converted Click
  21. 21. #TestPPC Test 2: Ad Text with Urgency
  22. 22. Fix Costly AdWords Errors Use This Simple, Free Tool And Find Your Errors in 60 Seconds. Hurry! www.wordstream.com AdWords Grader Plus You Asked & We Listened. Grade Your AdWords Account Like Never Before! www.wordstream.com 1 2 106% Increase in conversion rate #TestPPC Test 2: Ad Text with Urgency 54% Decrease in Cost Per Converted Click
  23. 23. #TestPPC FREE TRIAL Ebook Download SUBSCRIBE! View Demo BUY NOW Test 3: Ad Offer
  24. 24. #TestPPC Landing Page Setup Guide The Ultimate Cheat-Sheet & Toolkit To PPC Landing Page Success.. www.wordstream.com PPC Landing Pages Create, Test & Organize New Landers Get Better PPC Leads Today. www.wordstream.com 1 2 Test 3: Ad Offer 378% Increase in conversion rate 72% Decrease in Cost Per Converted Click
  25. 25. #TestPPC Try it out!  Targeting: Try including a specific audience, product model, or price in your ad text  Urgency: Try to make your ad offer time sensitive with a limited-time offer or sale  New Offer: Try to think of another offer that could educate your audience before they buy
  26. 26. A/B test thy landing page.
  27. 27. Test 4: Segmented Landing Pages #TestPPC
  28. 28. #TestPPC Test 4: Segmented Landing Pages
  29. 29. Test 5: Landing Page Flow #TestPPC
  30. 30. ORIGINAL VARIATION #TestPPC Test 5: Landing Page Flow
  31. 31. Test 6: Landing Page Redesign #TestPPC
  32. 32. Test 6: Landing Page Redesign #TestPPC ORIGINAL VARIATION 611% Increase in Conversion Rate
  33. 33. Test 7: Dynamic Keyword Targeting #TestPPC
  34. 34. Test 7: Dynamic Keyword Targeting ORIGINAL VARIATION 20% More Checkouts #TestPPC
  35. 35. Recap: 7 A/B Tests 0% More Checkouts #TestPPC 1.Test targeted ad text. 2.Test ad text with urgency. 3.Test ad offer. 4.Test segmenting landing pages. 5.Test landing page flow. 6.Test a landing page redesign. 7.Test including keywords on page.
  36. 36. Learn More About AB Testing in… learn.optimizely.com #TestPPC
  37. 37. Where should I start testing? www.wordstream.com/google-adwords #TestPPC www.wordstream.com/landing-page Grade Your AdWords Account Grade Your AdWords Landing Pages
  38. 38. I would like… A. A FREE 1-on-1 AdWords & Landing Page Grader walkthrough with a paid search expert B. To see Optimizely in action and attend a live walkthrough C. Nothing at the moment #TestPPC Brought to you by: www.wordstream.com/learn Special Offers
  39. 39. Q&A #TestPPC Brought to you by: www.wordstream.com/learn & @WordStream @Optimizely
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