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How to Use Google to Lift Your                      Conversion Rate   Presented by:   Bryan Eisenberg, Partner, Eisenberg ...
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 ...
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.©...
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....
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....
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 Eise...
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...
PPC Trivia! 5 Quick Questions about AdWords Accounts      1. How often do small businesses (spending      under $5k / mont...
PPC Trivia! 5 Quick Questions about AdWords Accounts      1. How often do small businesses (spending      under $5k / mont...
PPC Trivia! (Continued)      2. What percentage of AdWords      accounts have used at least 1 negative      keyword in the...
PPC Trivia! (Continued)      2. What percentage of AdWords      accounts have used at least 1 negative      keyword in the...
PPC Trivia! (Continued) 3. What percentage of AdWords accounts use Conversion Tracking?© 1998 - 2012 Eisenberg Holdings, L...
PPC Trivia! (Continued) 3. What percentage of AdWords accounts use Conversion Tracking?                                   ...
The Average AdWords Account© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
WHO’S TESTING NOW?   40%                                                    31%   30%                                     ...
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	  qu...
PPC: The Demand Fulfillment                      Process       Search	  Queries,	     Placements	  &	  Personas           ...
PPC: The Demand Fulfillment                      Process       Search	  Queries,	     Placements	  &	  Personas           ...
© 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 Holding...
Who Sees These Ads Anyway?                Intent                                                   The	  Prospect© 1998 - ...
Who Sees These Ads Anyway?                  IntentLevel	  of	   intent                                                   T...
Who Sees These Ads Anyway?                  IntentLevel	  of	   intent       Searching                                    ...
Who Sees These Ads Anyway?                  IntentLevel	  of	   intent                    Comparing       Searching       ...
Who Sees These Ads Anyway?                  IntentLevel	  of	   intent                    Comparing       Searching       ...
Who Sees These Ads Anyway?                  Intent                                             Ready	  to	  Level	  of	   ...
Who Sees These Ads Anyway?                  Intent                                                    Persona             ...
Who Sees These Ads Anyway?                  Intent                                                                     Per...
Who Sees These Ads Anyway?                  Intent                                                                     Per...
Who Sees These Ads Anyway?                  Intent                                                                     Per...
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: “Danc...
Searcher Psychology© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Gender Exercise© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Searcher Psychology                                                   Dance/Sexy                                          ...
TEST: Which Ad Boosted CTR?                                                            R                                  ...
TEST: Which Facebook Ad Won?     A     B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST: Which Facebook Ad Won?     A                                                            R                           ...
TEST: Which Ad Won?     A     BHint: Think Searcher Psychology – how much doesthe buyer really know? Is this a personal pu...
TEST: Which Ad Won?                                                                R                                      ...
2. Know Who They Are Not      A      B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
2. Know Who They Are Not      A                                                         R                                 ...
TEST: Which Facebook Image                        Won?  •A© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST: Which Facebook Image                        Won?     A                                                         R    ...
3. Killer Triggers!     A     B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
3. Killer Triggers!     A                                                                R                                ...
4. Features versus Benefits     A     B   What do you think the searcher is   REALLY looking for?© 1998 - 2012 Eisenberg H...
4. Features versus Benefits     A                                                                 PI                      ...
5. Wordsmithing                                                     VALUE WORDS                                           ...
TEST #1: A Tale of 2 Contests     A     B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST #1: A Tale of 2 Contests     A                                                            PI                         ...
TEST #2: A Tale of 2 Contests     A     B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST #2: A Tale of 2 Contests     A                                                            PI                         ...
R                                                         T                                                        C      ...
6. Substantiation or Loop Closing                                                            R                            ...
7. Always Be Testing© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST: Can You Guess The Winner?     A     B                          PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisen...
TEST: Can You Guess The Winner?     A                                                     T %                             ...
TEST: Can You Guess The Winner?     A     B                          PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisen...
TEST: Can You Guess The Winner?     A                                                       T %                           ...
TEST: Can You Guess The Winner?     A     B                          PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisen...
TEST: Can You Guess The Winner?     A                                                         R                           ...
Top 10 Ad Elements to Test1.Highlighting benefits (not features)2.Presence of keywords/Intent Words3.Call to action (test ...
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....
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Gear - Official Site                                              100’s of waterproof jackets in stock                    ...
© 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 - 20...
MESSAGE CONSISTENCY             • Average conversion improvement range               5%-20% (As high as 100%)© 1998 - 2012...
MESSAGE CONSISTENCY             • Average conversion improvement range               5%-20% (As high as 100%)© 1998 - 2012...
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60                    Waterproof Jackets© 1998 - 20...
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60                   Waterproof Jackets© 1998 - 201...
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60                   Waterproof Jackets            ...
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            ...
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60                   Waterproof Jackets            ...
Tax Free              • Average conversion improvement range                5%-15%© 1998 - 2012 Eisenberg Holdings, LLC - ...
Tax Free              • Average conversion improvement range                5%-15%© 1998 - 2012 Eisenberg Holdings, LLC - ...
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60                   Waterproof Jackets            ...
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60                   Waterproof Jackets            ...
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            ...
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 - 201...
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-GR...
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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: http://marketing.contentmarketingexperience.com/free-book-persuasive-online-content

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Transcript of "How to Use Google to Lift Your Conversion Rate"

  1. 1. 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
  2. 2. http://www.bryaneisenberg.com© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  3. 3. PPC is Hard…© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  4. 4. PPC is Hard… But the right tools, techniques and education can make it a LOT EASIER.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  5. 5. You get what you put in…© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  6. 6. 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
  7. 7. Succeeding in Online Advertising is all about relevance© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  8. 8. Succeeding in Online Advertising is all about relevance Figure out what people want and give it to them.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  9. 9. Keep your PPC house clean© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  10. 10. Keep your PPC house clean Pause, fix or kill irrelevant, underperforming keywords to maximize ROI.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  11. 11. You gotta have goals© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  12. 12. You gotta have goals Knowing what you want defines and simplifies your workflow.© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  13. 13. Avoid Set It And Forget It Mentality© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. PPC Trivia! (Continued) 3. What percentage of AdWords accounts use Conversion Tracking?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  20. 20. 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
  21. 21. The Average AdWords Account© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  22. 22. 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
  23. 23. What’s Easier to Change?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  24. 24. PPC: The Demand Fulfillment Process© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  25. 25. PPC: The Demand Fulfillment Process Search  Queries,   Placements  &  Personas A  queson  is  asked  or   demand  revealed© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  26. 26. 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
  27. 27. 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
  28. 28. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  29. 29. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  30. 30. Create the Habit!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  31. 31. Perfecting the Pitch© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  32. 32. Two Options 1. Conversions/ Ad Impressions 2. Identify & Deploy© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  33. 33. Who Sees These Ads Anyway? The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  34. 34. Who Sees These Ads Anyway? Intent The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  35. 35. Who Sees These Ads Anyway? IntentLevel  of   intent The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  36. 36. Who Sees These Ads Anyway? IntentLevel  of   intent Searching The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  37. 37. Who Sees These Ads Anyway? IntentLevel  of   intent Comparing Searching The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  38. 38. Who Sees These Ads Anyway? IntentLevel  of   intent Comparing Searching Browsing The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  39. 39. Who Sees These Ads Anyway? Intent Ready  to  Level  of   purchase? intent Comparing Searching Browsing The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  40. 40. Who Sees These Ads Anyway? Intent Persona Ready  to  Level  of   purchase? intent Comparing Searching Browsing The  Prospect© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  45. 45. Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  46. 46. Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  47. 47. Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  48. 48. Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  49. 49. Now Write An Ad!© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  50. 50. 1. Know Your Audience Appeal© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  51. 51. 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
  52. 52. Searcher Psychology© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  53. 53. Gender Exercise© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  54. 54. 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
  55. 55. 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
  56. 56. TEST: Which Facebook Ad Won? A B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  57. 57. TEST: Which Facebook Ad Won? A R T C % B 00 +7© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  58. 58. 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
  59. 59. 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
  60. 60. 2. Know Who They Are Not A B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  61. 61. 2. Know Who They Are Not A R T C 5% +7 B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  62. 62. TEST: Which Facebook Image Won? •A© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  63. 63. TEST: Which Facebook Image Won? A R T C 0% +2 B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  64. 64. 3. Killer Triggers! A B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  65. 65. 3. Killer Triggers! A R T C 3% B +4© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  66. 66. 4. Features versus Benefits A B What do you think the searcher is REALLY looking for?© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  67. 67. 4. Features versus Benefits A PI C % 44 B +4 “Don’t Overpay For Your Car Rental”© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  68. 68. 5. Wordsmithing VALUE WORDS TRIGGER KEYWORDS WORDS© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  69. 69. TEST #1: A Tale of 2 Contests A B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  70. 70. TEST #1: A Tale of 2 Contests A PI C % 08 B +3© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  71. 71. TEST #2: A Tale of 2 Contests A B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  72. 72. TEST #2: A Tale of 2 Contests A PI C % 09 B© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok +5
  73. 73. R T C 4% +8© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  74. 74. 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
  75. 75. 7. Always Be Testing© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  76. 76. TEST: Can You Guess The Winner? A B PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  77. 77. TEST: Can You Guess The Winner? A T % C 26 +3 R B PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  78. 78. TEST: Can You Guess The Winner? A B PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  79. 79. TEST: Can You Guess The Winner? A T % C 44 +1 R B PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  80. 80. TEST: Can You Guess The Winner? A B PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  81. 81. TEST: Can You Guess The Winner? A R T C 2% B +5 PPC, Adwords, Booster, Conversions© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  82. 82. 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
  83. 83. PERSONALIZE THE SITE EXPERIENCE Customer ProfileSite Content Keyword
  84. 84. 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
  85. 85. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  86. 86. Gear - Official Site 100’s of waterproof jackets in stock FREE shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  87. 87. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  88. 88. 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  89. 89. 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  90. 90. 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  91. 91. 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  92. 92. 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  93. 93. MESSAGE CONSISTENCY • Average conversion improvement range 5%-20% (As high as 100%)© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  94. 94. MESSAGE CONSISTENCY • Average conversion improvement range 5%-20% (As high as 100%)© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  95. 95. 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  96. 96. 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  97. 97. 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
  98. 98. Badging • Conversion impact as high as 55%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  99. 99. Badging • Conversion impact as high as 55%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  100. 100. 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
  101. 101. 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
  102. 102. Tax Free • Average conversion improvement range 5%-15%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  103. 103. Tax Free • Average conversion improvement range 5%-15%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  104. 104. 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
  105. 105. 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
  106. 106. international • Conversion improvement as high as 100%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  107. 107. international • Conversion improvement as high as 100%© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  108. 108. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  109. 109. 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
  110. 110. make it a landing session© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  111. 111. 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 Waterproof Jackets© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  112. 112. 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  113. 113. 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
  114. 114. 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
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