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Web123 5 Tips for Better Headline Optimization Results-10052011

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  • 1. 5 Tips for Better Headline Optimization ResultsStrategies for staying one step ahead of the restDial: +1 (805) 309-0022Access Code: 248-409-030 @webmarketing123 @bradleywjoe #wm123
  • 2. Housekeeping Items Are the slides available?  Yes! Please email ppc@webmarketing123.com We want to hear from you!  @webmarketing123  #wm123  facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary paid search analysis. Details at end of webinar. #wm123 @bradleywjoe
  • 3. Webinar Agenda Prequalify Your Audience1 Identify your target audience to reduce traffic and increase conversions Reflect the Search Query2 Make your headline answer the search query Reflect the Landing Page3 Craft your landing page content to fully support your headline Test Your Headlines4 Conduct A/B testing and keep track of all tests for effective analysis Be Clear About Your Goals5 Concentrate on one offer that relates to one query, keeping your goals simplified #wm123 @bradleywjoe
  • 4. Webinar Agenda Prequalify Your Audience1 Identify your target audience to reduce traffic and increase conversions Reflect the Search Query2 Make your headline answer the search query Reflect the Landing Page3 Craft your landing page content to fully support your headline Test Your Headlines4 Conduct A/B testing and keep track of all tests for effective analysis Be Clear About Your Goals5 Concentrate on one offer that relates to one query, keeping your goals simplified #wm123 @bradleywjoe
  • 5. 1 Prequalify Your Audience Only target users who demonstrate their relevance to your offerReduce your traffic!To improve… Conversion Rate & ROI You are probably asking WHY I should limit who clicks on my ad… #wm123 @bradleywjoe
  • 6. 1 Prequalify Your Audience Clearly identify your audience Who is your target audience? • Health & Fitness - weight loss for women vs. weight loss for menPremium AdsRegular Ads #wm123 @bradleywjoe
  • 7. 1 Prequalify Your Audience Don’t drown your ad spendIncreasing your Click-through Rate (CTR)will improve your Quality Score. …But unqualified clicks can cost money and hurt your bottom line. #wm123 @bradleywjoe
  • 8. 1 Why Quality Score Matters Large impact on overall performance of account Quality Score (QS) affects four main elements: Ad Eligibility Ad Position First Page Bid Actual CPC #wm123 @bradleywjoe
  • 9. 1 Why Quality Score Matters Summary It’s simple: A strong Quality Score means… More Lower Traffic Cost #wm123 @bradleywjoe
  • 10. Webinar Agenda Prequalify Your Audience1 Identify your target audience to reduce traffic and increase conversions Reflect the Search Query2 Make your headline answer the search query Reflect the Landing Page3 Craft your landing page content to fully support your headline Test Your Headlines4 Conduct A/B testing and keep track of all tests for effective analysis Be Clear About Your Goals5 Concentrate on one offer that relates to one query, keeping your goals simplified #wm123 @bradleywjoe
  • 11. 2 Reflect the Search Query Tailor your headline to directly answer the query There are 2 audiences for ad copy: 1. The user 2. The search engine #wm123 @bradleywjoe
  • 12. 2 Reflect the Search Query Create tightly themed AdGroups #wm123 @bradleywjoe
  • 13. 2 Structural Factors Restructure your adgroups to focus on central themes Ad Groups: Create smaller ad groups so all New AG keywords share a central theme Original AG New AG Why?: This will improve both relevancy and CTR; also helps facilitate ad testing New AG “Special” Keywords: Consider separating ‘special’ keywords from the rest, eg.: • High click or conversion volume • Very low QS Re-evaluate: keywords with very low QS (1-4) 1 to 4 #wm123 @bradleywjoe
  • 14. 2 Reflect the Search Query Create tightly themed AdGroups Specific ad copy should be tailored to the AdGroup theme: • Incorporate keywords from your AdGroups into your headlines • Google will highlight words from the query in the Ad copy to stand out to the user #wm123 @bradleywjoe
  • 15. 2 Reflect the Search Query Create tightly themed AdGroups Google will recognize relevance between keywords and copy: • This will improve the ad’s Quality Score #wm123 @bradleywjoe
  • 16. 2 Reflect the Search Query Start the conversation Show users what they expect to see 1. Branded queries should return branded ads 2. Make sure your brand name is in the headline 3. Generic queries return lots of ads, noise and clutter 4. State your unique value in your headline #wm123 @bradleywjoe
  • 17. 2 Reflect the Search Query Start the conversation Don’t say too much and always be clear • Differentiate your ad and brand from your competitors • Begin the path to your dedicated landing page #wm123 @bradleywjoe
  • 18. 2 Reflect the Search Query Make your URL short and easy to digest Utilize a display URL to save characters in your headline Be sure to include your keyword if possible #wm123 @bradleywjoe
  • 19. Webinar Agenda Prequalify Your Audience1 Identify your target audience to reduce traffic and increase conversions Reflect the Search Query2 Make your headline answer the search query Reflect the Landing Page3 Craft your landing page content to fully support your headline Test Your Headlines4 Conduct A/B testing and keep track of all tests for effective analysis Be Clear About Your Goals5 Concentrate on one offer that relates to one query, keeping your goals simplified #wm123 @bradleywjoe
  • 20. 3 Reflect the Landing Page Tell users what they are about to seeClicks are expensive… so you must have a prequalified audienceConsistent messaging:• An ad headline about a specific product should lead to a LP detailing the product #wm123 @bradleywjoe
  • 21. 3 Reflect the Landing Page Support your ad with the best experience possible once on your page #wm123 @bradleywjoe
  • 22. 3 Reflect the Landing Page Support your ad with the best experience possible once on your pageBe descriptivewith keywords #wm123 @bradleywjoe
  • 23. 3 Reflect the Landing Page Support your ad with the best experience possible once on your pageHighlight the callto action #wm123 @bradleywjoe
  • 24. 3 Reflect the Landing Page Support your ad with the best experience possible once on your pageConversionelements thatstand out #wm123 @bradleywjoe
  • 25. Webinar Agenda Prequalify Your Audience1 Identify your target audience to reduce traffic and increase conversions Reflect the Search Query2 Make your headline answer the search query Reflect the Landing Page3 Craft your landing page content to fully support your headline Test Your Headlines4 Conduct A/B testing and keep track of all tests for effective analysis Be Clear About Your Goals5 Concentrate on one offer that relates to one query, keeping your goals simplified #wm123 @bradleywjoe
  • 26. 4 Test Your Headlines Experiment with different headline & description combinations Always test new copy: • Determine your unique value • Don’t copy the competition #wm123 @bradleywjoe
  • 27. 4 Test Your Headlines Experiment with different headline & description combinations Always know your goals: • Purchases vs. Newsletters vs. Loyalty program signups • Don’t create ‘universal copy’ • Concentrate on one offer, based on the query #wm123 @bradleywjoe
  • 28. 4 Test Your Headlines Experiment with different headline & description combinations Always keep track of your tests: • Conduct A/B testing, not A/B/C/D/E • Test one element at a time #wm123 @bradleywjoe
  • 29. 4 A/B Testing Usability testing removes guess work and replaces with actual visitor conversion data What Conversion Optimization Does: • Determines what will convert at the highest rate • Predicts with 95% confidence that winner will increase conversion rate Courtesy of Hubspot #wm123 @bradleywjoe
  • 30. Webinar Agenda Prequalify Your Audience1 Identify your target audience to reduce traffic and increase conversions Reflect the Search Query2 Make your headline answer the search query Reflect the Landing Page3 Craft your landing page content to fully support your headline Test Your Headlines4 Conduct A/B testing and keep track of all tests for effective analysis Be Clear About Your Goals5 Concentrate on one offer that relates to one query, keeping your goals simplified #wm123 @bradleywjoe
  • 31. 5 Be Clear About Your Goals Manage a smooth user experience through the conversion path Is Your Call to Action Obvious? Clearly announce what you want users to do Are there many competing objectives? Is Your Value Proposition Clearly Stated? What differentiates you from your competitors? What inspires visitors to take the next step? Has your Primary Objective established Visual Priority? Is the size of elements relative to importance? Have you considered visitor’s logical eye path? Have you optimized your lead forms? Is all information absolutely necessary? #wm123 @bradleywjoe
  • 32. 5 Be Clear About Your Goals Measure and visualize your conversion/winning funnels #wm123 @bradleywjoe
  • 33. Key Takeaways• Prequalify your audience to increase conversion rate and ROI• Reflect the search query to connect your headline to the user’s need• Reflect the landing page to create a smooth transition to the landing page• Test your headlines to continually improve your messaging and targeting• Keep your goals clear to avoid missed sales and lead opportunities #wm123 @bradleywjoe
  • 34. Thank You!
  • 35. Register for a Customized PPC Analysis Today! PPC Campaign Tune-Up:  Boost CTR & Quality Score: Are your ads as competitive as they could be? We use proven techniques to increase the effectiveness of your ads.  Speak to the Right Audience: You might be attracting the wrong audience and wasting budget. Pre-qualify your audience and only spend money on qualified visitors.  Opportunity Analysis: You could be capturing additional revenue with just a few clicks of the mouse. Our analysis reveals the hidden gems of opportunity that exist within your campaigns.  Increase Your ROI: Nearly every PPC account has wasted ad spend. Our recommendations eliminate waste immediately and focus your marketing dollars where it counts. Contact Us: ppcanalysis@webmarketing123.com #wm123 @bradleywjoe