How to optimize your                       paid search marketing                                          Plus a free offe...
The Conversion Optimization Agency    •  Conversion Rate Optimization       –  Strategy, design, copywriting & testing    ...
Principle 1:                         “Best Practices” are dead                                Don’t just take our advice. ...
Tips and “Best Practices”        Miss Your Unique ContextTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing In...
Truth: Nothing Beats Testing Experience                                              = Runs More TestsTweet this: @chrisgo...
How?            Create Powerful HypothesesTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel....
These Frameworks Work in All Industries  Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, JapanTweet th...
Knowing what to test: Using the LIFT™Model                                                                     Clarity    ...
The LIFT Analysis                                                         Provider of playable                            ...
The LIFT Analysis                                                         Distraction: The graphic                        ...
The “Big Idea”          Game Logo         The banner should integrate with the         page, look less like an “ad”Tweet t...
Which Challenger Won?     A             Game Logo     vs.                         Game     B     vs.                      ...
Controlled Test Result                                                75%                                           Demo P...
Principle 2:                  Focus on Your Value PropositionTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketin...
Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com                                     |
What is your most important leading message?   Highest Quality	                                                         • ...
Principle 3:                          Synchronize Your FunnelTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketin...
Awareness Activity                                            Direct                                           Response   ...
Ad testing: Testing tips & tricks only    Ad & Landing page: Testing new value proposition                                ...
Remember    Principle 1 – “Best Practices” are dead    You Should Test That!    Principle 2 – Focus on your Value Proposit...
WiderFunnel’s Optimization System    1.  Where to Test?        We build your Kaizen Plan       –  Business Discovery      ...
Free Offer: Custom Web Page Evaluation    Interested in a Free Conversion Page Evaluation?    •  10 time slots are availab...
You Should Test That!                 Sign up for a free chapter:                 YouShouldTestThat.comTweet this: @chrisg...
The Conversion Optimization Agency    •  Conversion Rate Optimization       –  Strategy, design, copywriting & testing    ...
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Optimizing paid search marketing for ads landing pages and websites

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Optimizing paid search marketing for ads landing pages and websites

  1. 1. How to optimize your paid search marketing Plus a free offer... Chris Goward Founder & CEO WiderFunnel @chrisgowardTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  2. 2. The Conversion Optimization Agency •  Conversion Rate Optimization –  Strategy, design, copywriting & testing –  Landing Page Optimization •  Advanced optimization for complex businesses •  Conversion rate lift of 10% to 750% for every retainer clientTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  3. 3. Principle 1: “Best Practices” are dead Don’t just take our advice. Test it.Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  4. 4. Tips and “Best Practices” Miss Your Unique ContextTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  5. 5. Truth: Nothing Beats Testing Experience = Runs More TestsTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  6. 6. How? Create Powerful HypothesesTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  7. 7. These Frameworks Work in All Industries Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, JapanTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  8. 8. Knowing what to test: Using the LIFT™Model Clarity Relevance TM Urgency Distraction Anxiety (Note: For more, search “WiderFunnel Lift”)Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  9. 9. The LIFT Analysis Provider of playable game demos for game retailers Ads on e-commerce site needed more demo plays Game LogoTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  10. 10. The LIFT Analysis Distraction: The graphic overpowers the messaging Clarity: Color blends in to the background Clarity: Design does not look clickable Clarity: The hover state is too subtle Clarity: Not clear that it’s a demo vs. game option Game Logo Clarity: No social proof Clarity: How to play “In your browser” is unclear Clarity: Shape leads to banner blindnessTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  11. 11. The “Big Idea” Game Logo The banner should integrate with the page, look less like an “ad”Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  12. 12. Which Challenger Won? A Game Logo vs. Game B vs. Game CTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  13. 13. Controlled Test Result 75% Demo Play Conversion Rate Lift! GameTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  14. 14. Principle 2: Focus on Your Value PropositionTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  15. 15. Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  16. 16. What is your most important leading message? Highest Quality •  Most RAM •  Shiniest screen •  Cleanest offices •  Best-looking waiters Best Service •  Convenient locations •  Fastest shipping •  Free shipping •  Lifetime warranty •  More colours •  Mac Compatible •  Quietest running •  Plushest fur •  Etc.Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  17. 17. Principle 3: Synchronize Your FunnelTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  18. 18. Awareness Activity Direct Response Referral Email Affiliate Social Direct Response Channel Ads Organic Other Search Landing Pages Product Category Detail About Pricing Content Pages Pages Us Call- to -Action Conversion Funnel Sales Conversion Post-PurchaseTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com | 301302/ Ch00 fig 00 F01000.eps 10/02/12 rs
  19. 19. Ad testing: Testing tips & tricks only Ad & Landing page: Testing new value proposition Insurer #1 Insurer #2 Insurer #3 Insurer #4 Full funnel: Maximum conversion optimization Insurer #1 Insurer #2 Insurer #3 Insurer #4Tweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  20. 20. Remember Principle 1 – “Best Practices” are dead You Should Test That! Principle 2 – Focus on your Value Proposition What is your best leading message? Principle 3 – Synchronize Your Funnel Test your entire experienceTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  21. 21. WiderFunnel’s Optimization System 1.  Where to Test? We build your Kaizen Plan –  Business Discovery –  Heuristic Analysis –  Web Analytics 2.  What to Test? We perform LIFT analyses on key pages –  WiderFunnel LIFT Model ™ –  Experiment Insights 3.  How to Test? We run your Funnel Experiments™ –  The 7-Step, full service, continuous improvement testing cycleTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  22. 22. Free Offer: Custom Web Page Evaluation Interested in a Free Conversion Page Evaluation? •  10 time slots are available for session attendees •  Scheduled on a first-come, first-served basis To Qualify: 1.  Email: Hello@widerfunnel.com 2.  Tell us the URL of the web page you’d like evaluated 3.  Minimum 30,000 unique visitors per monthTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  23. 23. You Should Test That! Sign up for a free chapter: YouShouldTestThat.comTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
  24. 24. The Conversion Optimization Agency •  Conversion Rate Optimization –  Strategy, design, copywriting & testing –  Landing Page Optimization •  Advanced optimization for complex businesses •  Conversion rate lift of 10% to 750% for every retainer client •  Get more information at http://www.widerfunnel.com •  Connect with us: –  Twitter: @widerfunnel & @chrisgoward –  Google+: http://bit.ly/widerfunnelplus –  Facebook: https://www.facebook.com/widerfunnel –  Blog: http://www.widerfunnel.com/blogTweet this: @chrisgoward #CRO© 2007-2013 WiderFunnel Marketing Inc. widerfunnel.com |
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