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How to Use Google to Lift Your Conversion Rate
 

How to Use Google to Lift Your Conversion Rate

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Presentation by Bryan Eisenberg for Fusion Marketing Experience Antwerp 2012. Get Bryan's classic on persuasive online content in PDF here for free: ...

Presentation by Bryan Eisenberg for Fusion Marketing Experience Antwerp 2012. Get Bryan's classic on persuasive online content in PDF here for free: http://marketing.contentmarketingexperience.com/free-book-persuasive-online-content

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    How to Use Google to Lift Your Conversion Rate How to Use Google to Lift Your Conversion Rate Presentation Transcript

    • How to Use Google to Lift Your Conversion Rate Presented by: Bryan Eisenberg, Partner, Eisenberg Holdings http://www.BryanEisenberg.com @TheGrok© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • http://www.bryaneisenberg.com© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC is Hard…© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC is Hard… But the right tools, techniques and education can make it a LOT EASIER.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • You get what you put in…© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • You get what you put in… A little work every week on your Ad campaigns can deliver big dividends.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Succeeding in Online Advertising is all about relevance© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Succeeding in Online Advertising is all about relevance Figure out what people want and give it to them.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Keep your PPC house clean© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Keep your PPC house clean Pause, fix or kill irrelevant, underperforming keywords to maximize ROI.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • You gotta have goals© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • You gotta have goals Knowing what you want defines and simplifies your workflow.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Avoid Set It And Forget It Mentality© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Avoid Set It And Forget It Mentality Test and iterate, but don’t let perfect be the enemy of the good.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC Trivia! 5 Quick Questions about AdWords Accounts 1. How often do small businesses (spending under $5k / month on AdWords) do work in their AdWords account?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC Trivia! 5 Quick Questions about AdWords Accounts 1. How often do small businesses (spending under $5k / month on AdWords) do work in their AdWords account? Answer: • 50% of them don’t even check once per month • 25% haven’t done anything in the last 90 days • Agencies and advertisers appear to be equally guilty...© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days? Answer: • Less than 50% • And 20% of them have yet use a negative keyword… ever…© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC Trivia! (Continued) 3. What percentage of AdWords accounts use Conversion Tracking?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC Trivia! (Continued) 3. What percentage of AdWords accounts use Conversion Tracking? Answer: • Less than 50% of advertisers have Conversion Tracking on. That means they don’t know what’s working.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • The Average AdWords Account© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • WHO’S TESTING NOW? 40% 31% 30% 61% do less 27% than 5 tests per month 20% 20% 20% 16% 16% 14% 12% 10% 7% 6% 6% 4% 4% 2% 2% 1% 1% 0% 0% 1 2 3-5 6-10 11-20 21-50 51-100 >100 >1,000 Response 2010: 222 Response 2009: 271© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • What’s Easier to Change?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC: The Demand Fulfillment Process© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC: The Demand Fulfillment Process Search  Queries,   Placements  &  Personas A  queson  is  asked  or   demand  revealed© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC: The Demand Fulfillment Process Search  Queries,   Placements  &  Personas Ad  Copy A  queson  is  asked  or   An  answer  is  given  that   demand  revealed makes  a  promise© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PPC: The Demand Fulfillment Process Search  Queries,   Placements  &  Personas Ad  Copy Landing  Page A  queson  is  asked  or   An  answer  is  given  that   The  promise  is   demand  revealed makes  a  promise fulfilled  (no  not!)© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Create the Habit!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Perfecting the Pitch© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Two Options 1. Conversions/ Ad Impressions 2. Identify & Deploy© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Who Sees These Ads Anyway? The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Who Sees These Ads Anyway? Intent The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Who Sees These Ads Anyway? IntentLevel  of   intent The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Who Sees These Ads Anyway? IntentLevel  of   intent Searching The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Who Sees These Ads Anyway? IntentLevel  of   intent Comparing Searching The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Who Sees These Ads Anyway? IntentLevel  of   intent Comparing Searching Browsing The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Who Sees These Ads Anyway? Intent Ready  to  Level  of   purchase? intent Comparing Searching Browsing The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Who Sees These Ads Anyway? Intent Persona Ready  to  Level  of   purchase? intent Comparing Searching Browsing The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Who Sees These Ads Anyway? Intent Persona Ready  to  Level  of   purchase? Who  are   intent they? Comparing Searching Browsing The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Who Sees These Ads Anyway? Intent Persona Ready  to  Level  of   purchase? Who  are   intent they? Comparing Searching What  are   Browsing they  looking   for? The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Who Sees These Ads Anyway? Intent Persona Ready  to  Level  of   purchase? Who  are   Where  do   intent they? they  live? Comparing Searching What  are   Browsing they  looking   for? The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 1. Know Your Audience Appeal© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Appealing to Searcher Psychology A BHint: What’s appealing to one gender may turn offthe other. For example: “Dance” and “Sexy” vs. 6-Pack© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Searcher Psychology© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Gender Exercise© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Searcher Psychology Dance/Sexy 6 PackWhat’s appealing to one gender mayturn off the other.•“Dance” and “Sexy” vs. 6-Pack© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Which Ad Boosted CTR? R T C % A 21 +2 BApparently more guys are buying “Hip Hop Abs”Than Will Admit It!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Which Facebook Ad Won? A B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Which Facebook Ad Won? A R T C % B 00 +7© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Which Ad Won? A BHint: Think Searcher Psychology – how much doesthe buyer really know? Is this a personal purchaseor a gift?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Which Ad Won? R T C % 21 A +2 BBrand Names Only Help When The Buyer AlreadyKnows Them!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 2. Know Who They Are Not A B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 2. Know Who They Are Not A R T C 5% +7 B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Which Facebook Image Won? •A© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Which Facebook Image Won? A R T C 0% +2 B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 3. Killer Triggers! A B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 3. Killer Triggers! A R T C 3% B +4© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 4. Features versus Benefits A B What do you think the searcher is REALLY looking for?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 4. Features versus Benefits A PI C % 44 B +4 “Don’t Overpay For Your Car Rental”© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 5. Wordsmithing VALUE WORDS TRIGGER KEYWORDS WORDS© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST #1: A Tale of 2 Contests A B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST #1: A Tale of 2 Contests A PI C % 08 B +3© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST #2: A Tale of 2 Contests A B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST #2: A Tale of 2 Contests A PI C % 09 B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok +5
    • R T C 4% +8© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 6. Substantiation or Loop Closing R T C 1% +8 R T C % 13 +1 R T C 5% +9© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 7. Always Be Testing© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Can You Guess The Winner? A B PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Can You Guess The Winner? A T % C 26 +3 R B PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Can You Guess The Winner? A B PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Can You Guess The Winner? A T % C 44 +1 R B PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Can You Guess The Winner? A B PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • TEST: Can You Guess The Winner? A R T C 2% B +5 PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Top 10 Ad Elements to Test1.Highlighting benefits (not features)2.Presence of keywords/Intent Words3.Call to action (test multiple)4.Insert specifics: pricing ($39.99) , selection details (657 styles, etc.)5.Risk mitigation/special offers (money-back, ships today, free trial)6.Experiment with the display URL7.Formatting/ordering of key elements8.Synonyms within the ad9.Capitalization10.Outrageous imagery (Facebook)© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • PERSONALIZE THE SITE EXPERIENCE Customer ProfileSite Content Keyword
    • THE PREP Opportunity lurks in every segment, of every metric. Start with high volume or high value segments. Inbound Visitor Profile Time search keyword/term, search Visitor brand affinity, When do they visit, engine, social referrer prior purchase history, when do they preferences, etc. research Customer Groups Behavior Geography Affinity, Preferences, Visitor recency, Geo location of visitor, location Multi-channel, Member frequency, Site of nearest store, nearest interaction distribution center© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Gear - Official Site 100’s of waterproof jackets in stock FREE shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • MESSAGE CONSISTENCY • Average conversion improvement range 5%-20% (As high as 100%)© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • MESSAGE CONSISTENCY • Average conversion improvement range 5%-20% (As high as 100%)© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets TOP RATED TOP RATED TOP RATED TOP RATED© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Badging • Conversion impact as high as 55%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Badging • Conversion impact as high as 55%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets TOP RATED TOP RATED© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets TOP RATED TOP RATED© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Tax Free • Average conversion improvement range 5%-15%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Tax Free • Average conversion improvement range 5%-15%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets TOP RATED TOP RATED© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets TOP RATED TOP RATED© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • international • Conversion improvement as high as 100%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • international • Conversion improvement as high as 100%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets TOP RATED TOP RATED© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • make it a landing session© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
    • Thank you for listening!Bryan Eisenbergbryan@bryaneisenberg.comRead our blog:www.BryanEisenberg.comCall us at (347) 470-GROK (4765)Follow me on Twitter Please: @TheGrok© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok