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5 Tips for Better Headline Optimization ResultsStrategies for staying one step ahead of the restDial: +1 (805) 309-0022Acc...
Housekeeping Items Are the slides available?    Yes! Please email ppc@webmarketing123.com We want to hear from you!   ...
Webinar Agenda    Prequalify Your Audience1   Identify your target audience to reduce traffic and increase conversions    ...
Webinar Agenda    Prequalify Your Audience1   Identify your target audience to reduce traffic and increase conversions    ...
1 Prequalify Your Audience  Only target users who demonstrate their relevance to your offerReduce your traffic!To improve…...
1 Prequalify Your Audience   Clearly identify your audience Who is your target audience? • Health & Fitness - weight loss ...
1 Prequalify Your Audience  Don’t drown your ad spendIncreasing your Click-through Rate (CTR)will improve your Quality Sco...
1 Why Quality Score Matters   Large impact on overall performance of account Quality Score (QS) affects four main elements...
1 Why Quality Score Matters   Summary  It’s simple: A strong Quality Score means…                   More              Lowe...
Webinar Agenda    Prequalify Your Audience1   Identify your target audience to reduce traffic and increase conversions    ...
2 Reflect the Search Query  Tailor your headline to directly answer the query                                      There a...
2 Reflect the Search Query  Create tightly themed AdGroups                                   #wm123                       ...
2 Structural Factors   Restructure your adgroups to focus on central themes Ad Groups: Create smaller ad groups so all    ...
2 Reflect the Search Query  Create tightly themed AdGroups Specific ad copy should be tailored to the AdGroup theme: • Inc...
2 Reflect the Search Query  Create tightly themed AdGroups Google will recognize relevance between keywords and copy:     ...
2 Reflect the Search Query  Start the conversation Show users what they expect to see 1. Branded queries should return bra...
2 Reflect the Search Query  Start the conversation Don’t say too much and always be clear • Differentiate your ad and bran...
2 Reflect the Search Query  Make your URL short and easy to digest Utilize a display URL to save characters in your headli...
Webinar Agenda    Prequalify Your Audience1   Identify your target audience to reduce traffic and increase conversions    ...
3 Reflect the Landing Page  Tell users what they are about to seeClicks are expensive… so you must have a prequalified aud...
3 Reflect the Landing Page  Support your ad with the best experience possible once on your page                           ...
3 Reflect the Landing Page          Support your ad with the best experience possible once on your pageBe descriptivewith ...
3 Reflect the Landing Page           Support your ad with the best experience possible once on your pageHighlight the call...
3 Reflect the Landing Page         Support your ad with the best experience possible once on your pageConversionelements t...
Webinar Agenda    Prequalify Your Audience1   Identify your target audience to reduce traffic and increase conversions    ...
4 Test Your Headlines  Experiment with different headline & description combinations Always test new copy: • Determine you...
4 Test Your Headlines  Experiment with different headline & description combinations Always know your goals: • Purchases v...
4 Test Your Headlines  Experiment with different headline & description combinations Always keep track of your tests: • Co...
4 A/B Testing  Usability testing removes guess work and replaces with actual visitor  conversion data What Conversion Opti...
Webinar Agenda    Prequalify Your Audience1   Identify your target audience to reduce traffic and increase conversions    ...
5 Be Clear About Your Goals  Manage a smooth user experience through the conversion path               Is Your Call to Act...
5 Be Clear About Your Goals  Measure and visualize your conversion/winning funnels                                        ...
Key Takeaways• Prequalify your audience to increase conversion rate and ROI• Reflect the search query to connect your head...
Thank You!
Register for a Customized PPC Analysis Today!    PPC Campaign Tune-Up:     Boost CTR & Quality Score: Are your ads as com...
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Web123 5 Tips for Better Headline Optimization Results-10052011

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Transcript of "Web123 5 Tips for Better Headline Optimization Results-10052011"

  1. 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. 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. 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. 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. 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. 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. 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. 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. 9. 1 Why Quality Score Matters Summary It’s simple: A strong Quality Score means… More Lower Traffic Cost #wm123 @bradleywjoe
  10. 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. 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. 12. 2 Reflect the Search Query Create tightly themed AdGroups #wm123 @bradleywjoe
  13. 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. 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. 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. 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. 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. 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. 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. 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. 21. 3 Reflect the Landing Page Support your ad with the best experience possible once on your page #wm123 @bradleywjoe
  22. 22. 3 Reflect the Landing Page Support your ad with the best experience possible once on your pageBe descriptivewith keywords #wm123 @bradleywjoe
  23. 23. 3 Reflect the Landing Page Support your ad with the best experience possible once on your pageHighlight the callto action #wm123 @bradleywjoe
  24. 24. 3 Reflect the Landing Page Support your ad with the best experience possible once on your pageConversionelements thatstand out #wm123 @bradleywjoe
  25. 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. 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. 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. 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. 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. 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. 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. 32. 5 Be Clear About Your Goals Measure and visualize your conversion/winning funnels #wm123 @bradleywjoe
  33. 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. 34. Thank You!
  35. 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
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