Presentation on Google Adwords delivered by Mel Henson at the Ecmod Conference on 1 December 2011

1. What makes people click?
by Mel Henson

2. Why Adwords?
“Nobody clicks on
Adwords”

3. Ninja or Novice

4. Ninja or novice

5. Search network – 95 character ads

6. History
 Invented 2000
 Based on Yellow Pages idea
 Originally a Google-managed service
 Self-service for small businesses
 Spawned a huge industry

7. Simple in theory....

8. Quick and easy to set up...
Copy for your retail site
On time, on brief and on budget.
Trained, specialist writers.
www.wordsthatsell.co.uk
Retail copy that works
Top UK copywriters – great service
Ask us for a free quote & sample copy
www.wordsthatsell.co.uk

9. Complex in practice

10. Each stage influences the others
Landing Page
Ad Copy
Keyword Match
Quality
Keyword
Research &
Score
Selection
Structure
Campaigns Click Thru Rate
& Ad
Groups
(CTR)

11. Better results for less ££££
 The higher the
CTR & Quality
Score
 The less Google
charge you per
click
 The higher up
Google puts your
ad

12. Adwords – a science as well as an art
 Keywords, campaign  Creative work (ads and
management, analysis landing pages)

13. TARGET AUDIENCE
 Who she is
 Likes, hopes, fears

14. AN EXTRA DIMENSION
What‟s in her mind when she‟s surfing

15. She‟s following a scent
Not just the
95 characters
It‟s the whole
trail

17. EXPERIMENT 1 – Happy Puzzle (Rush Hour)

18. Hypothesis– 6th Sept 2011
EXISTING AD NEW AD
{keyword:Rush Hour} New Rush Hour games
The Complete Rush Hour Puzzle Range Rush Hour 4 & new Safari Rush Hour
Buy today from Happy Puzzle. Plus Rush Hour cards from £4.99
•„Rush Hour‟ search brings up Jackie Chan /
hairdressers etc – so „games‟ may be key
•Customer know Rush Hour
•Why us not Amazon? Entice with prospect of
something new

19. Results 24 Nov 2011
{keyword:Rush Hour} New Rush Hour games
The Complete Rush Hour Puzzle Range Rush Hour 4 & new Safari Rush Hour
Buy today from Happy Puzzle. Plus Rush Hour cards from £4.99
 CTR – 1.29%  CTR – 0.76%
 Conversion – 2.38%  Conversion – 6.25%
 Cost per sale - £1.16  Cost per sale - £0.44
8 Conversion
£1.20 Cost per
1.5 6
£1.00 CTR
sale
£0.80
14
£0.60
0.5 2
£0.40
00
£0.20
Old Ad
£0.00 Old Ad New Ad
New Ad
Old Ad New Ad

20. EXPERIMENT 2– Happy Puzzle Clock Kit

21. Hypothesis– 6th Sept 2011
EXISTING AD NEW AD
The Amazing Clock Kit Free „Amazing Clock Kit‟
Build your own real wind-up clock. Watch your child build a clock
Buy now for £14.99! Great gift, 5 yrs+. Buy 2, get 3rd free
•Delivers on landing page headline of „Buy 2 Amazing Clock Kits
and Get 3rd FREE
•Free – powerful word
•Mum or gran buying gifts – age range is important

22. Amazing Clock - results
The Amazing Clock Kit Free ‘Amazing Clock Kit’
Build your own real wind-up clock. Watch your child build a clock
Buy now for £14.99! Great gift, 5 yrs+. Buy 2, get 3rd free
 CTR – 3.18%  CTR – 2.05%
 Conversion – 3.28%  Conversion – 2.7%
 Cost per sale £3.15  Cost per sale - £3.24
CTR
4 4.00
£4.00 Conversion
Cost per sale
3 £3.00
3.00
2 £2.00
2.00
1 £1.00
1.00
£0.00
0 0.00
CAUTION: Very small base
Old Ad New Ad
Old Ad Ad New New Ad
Old Ad

23. Amazing Clock „Price‟ v „Saving‟
The Amazing Clock Kit The Amazing Clock Kit
Build your own real wind-up clock. Build your own real wind-up clock
Buy now for £14.99! Buy 2 and save £3!
 CTR – 3.18%  CTR – 4.46%
CAUTION: Very small base

24. Amazing Clock – „Price‟ v „Emotion‟
The Amazing Clock Kit Mummy – Look what I made
Build your own real wind-up clock. Kids love this clock that they
Buy now for £14.99! make themselves. Just £14.99.
 CTR – 3.18%  CTR – 0.99%
 Conversion – 3.28%  Conversion – 0%
CAUTION: Very small base

25. EXPERIMENT 5 - Happy Puzzle Tantrix

26. Hypothesis– 6th Sept 2011
EXISTING AD NEW AD
Tantrix Puzzles Tantrix Puzzles
Full Tantrix Range - Trax, We‟ve picked the three best
Xtreme and Magnetic. Tantrix for you. Buy now.
•Customer must be aware of Tantrix
•Again need an „Anti-Amazon‟ edge
•„Expert‟

27. Results –Nov 2011
Tantrix Puzzles Tantrix Puzzles
Full Tantrix Range – Trax, We’ve picked the three best
Xtreme & Magnetic Tantrix for you. Buy now.
 CTR – 2.13%  CTR – 3.39%
2.4
2.3
2.2
2.1
2
Old Ad New Ad

28. Buy now‟ or „See them here‟
Tantrix Puzzles Tantrix Puzzles
We've picked the three best We've picked the three best
Tantrix for you. Buy now. Tantrix for you - see them here.
CTR %
3.50
3.00
2.50
2.00
1.50
1.00
0.50
0.00
Buy now See them here
2.6% 3.4%

29. EXPERIMENT 7- LoveMyDog Free Book

30. Free Book Campaign
7 Top Tips for a Happy Dog
New book - beautifully illustrated
Download yours now for free
www.lovemydog.co.uk

31. What did our customer do?
 48 clicks in a row
 Not one downloaded
the book
 And it was free!!!

32. We looked at what the customer had to do...
7 Top Tips for a Happy Dog
New book - beautifully illustrated
Download yours now for free
www.lovemydog.co.uk
FREE BOOK

33. EXPERIMENT 8 – LoveMyDog free gift
27 clicks, no sign up

34. Change 1 – Landing page
Before: After:
1 - home page & New landing page
2 - sign-up page Image & more copy

35. Change 2: Keyword Match
Before: All Broad
 Dog birthday
 Birthday dog
 Dog gift
 Birthday presents for dogs
After: Broad, Phrase & Exact
 “Dog Birthday”
 [Birthday Dog]
 “Birthday Dog”
 “Dog Gift”
 [Birthday presents for dogs]

36. Change 3 – tested New ad copy
Free dog birthday present
LoveMyDog the UK's leading designer
dogwear will send your dog a gift.
 CTR 1.81%
 Conversion 12.5%
A free gift for your dog Birthday Gift
or BirthdayGIFT
BIRTHDAY Treat
We'll send you a gift for your dog
on their birthday - sign up now
We‟ll send you
WE‟LL SEND YOU
v Let us send you
 CTR 1.62%
 Conversion 18.18%

37. COPYWRITING TIPS for 95 character PPC ads
Single focus eg:
 Benefit
 USP
 Offer (limited time, free delivery etc)
 Relate it to the landing page
 Be specific, not general
 Seasonality
 Play with word arrangement
 New /Free – first/last

38. WHAT MAKES PEOPLE CLICK?
 Combination of factors
3%
 Testing is key
3%
2%
2%
1%
1%
 Details can make the
0%
difference PPC Ad A PPC Ad B
2% 3%

39. Presented by Mel Henson
 Nick Begy for
Happy Puzzle
 James Aston &
Harry Carr
(Money Spyder)
 Lilly Shahravesh
(LoveMyDog)
Follow me on twitter
@flicksandclicks

40. And thank you for listening
mel@wordsthatsell.co.uk

42.  Headline copy is vague
 Body text is overly
general and doesn‟t say
why this business is
different
 Does not say what the
customer should
do.....Call? Buy? Click?

43.  Headline mentions a
specific product
 Body text features a
discount and a special
offer
 States the exact action
a customer should take