How to Use Google to Lift Your Conversion Rate

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? 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? 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

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

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

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

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

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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How to Use Google to Lift Your Conversion Rate

by J-P De Clerck on May 25, 2012

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How to Use Google to Lift Your Conversion Rate Presentation Transcript