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Elements of a Successful Paid Search Campaign By Ayat Shukairy

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From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Optimizing The Paid Search Conversion Funnel. PRESENTATION: Elements of a Successful Paid Search Campaign - Given by Ayat Shukairy, @ayat - Invesp, VP of Client Solutions, Co-Founder. #SMX #33C

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Elements of a Successful Paid Search Campaign By Ayat Shukairy

  1. 1. #SMX #33C @ayat Elements of a Successful Paid Search Campaign Optimizing The Paid Search Funnel
  2. 2. #SMX #33C @ayat
  3. 3. #SMX #33C @ayat 1. Know  Your  Customers   2. Adapt  for    the  Buying  Stages   3. Emphasize  Value  Proposition     4. Design  for  Cognitive  Progression   5. Maintain  Continuity    
  4. 4. #SMX #33C @ayat The Same Old Thinking The Same Old Results
  5. 5. #SMX #33C @ayat
  6. 6. #SMX #33C @ayat TRUE OR FALSE: Successful paid online campaigns = Winning the elections
  7. 7. #SMX #33C @ayat But How?
  8. 8. #SMX #33C @ayat 1. Know  Your  Customers   2. Adapt  for  the  Buying  Stages   3. Emphasize  Your  Value  Proposition     4. Design  for  Cognitive  Progression   5. Maintain  Continuity    
  9. 9. #SMX #33C @ayat
  10. 10. #SMX #33C @ayat “People  tell  you  who  they  are,  but  we  ignore  it  -­‐   because  we  want  them  to  be  who  we  want  them  to   be”  
  11. 11. #SMX #33C @ayat You  Are  Not  Your  Customer  
  12. 12. #SMX #33C @ayat
  13. 13. #SMX #33C @ayat Personas: where to begin FUDs FUDs FUDs FUDs
  14. 14. #SMX #33C @ayat
  15. 15. #SMX #33C @ayat Challenges  with  Personas:   1.  Creating  them   2.  Applying  them  
  16. 16. #SMX #33C @ayat Apply personas to your paid search campaign For  every  persona  on  your  website:   •  What  keywords  will  impact  them  the  most   •  What  ads  will  appeal  to  the  persona  the  most?   •  What  elements  (design  &  copy)  it  must  see  on   the  landing  page?   •  What  elements  (design  &  copy)  in  the   conversion  funnel  
  17. 17. #SMX #33C @ayat   The Control •  Image was obscure! •  Analytics/heat map data indicted visitors were not scrolling as much! •  Information wasn’t sufficient! •  Lack of personalization on the page! •  Lack of appeal to different personas! •  Low conversion rates.! •  Very high bounce rate!
  18. 18. #SMX #33C @ayat •  Short  copy   •  Targeted  image   •  Use  of  image  space  for  targeting  visitors   with  additional  benefits   Variation 1
  19. 19. #SMX #33C @ayat •  Long  copy  remained,  but  with  more   calls  to  action   •  Targeted  image   •  Utilized  space  on  image  to  further   clarify  offering  and  appeal  to  personas   Variation 2
  20. 20. #SMX #33C @ayat Side By Side Look 21 Audience Question: Which design generated the most sales? 0
  21. 21. #SMX #33C @ayat The Winner 1 Increase     in  website     conversions   238%    
  22. 22. #SMX #33C @ayat 1. Know  Your  Customers   2. Adapt  for  the  Buying  Stages   3. Emphasize  your    Value  Proposition     4. Design  for  Cognitive  Progression   5. Maintain  Continuity    
  23. 23. #SMX #33C @ayat
  24. 24. #SMX #33C @ayat Group  Keywords  by     Buying  Stage  
  25. 25. #SMX #33C @ayat •  Do  I  need  car  insurance  à  Awareness  Bucket     •  Best  car  insurance  companies  à  Research  Bucket   •  Buying  car  insurance  à  Action  Bucket  
  26. 26. #SMX #33C @ayat Persona     Buying  Stage   Keyword  Group   Headline   Landing  page   elements   Suzan   Awareness   Keyword  group  1   Headline  1   White  Paper   Research   Keyword  group  2   Headline  2   Blog  post   Action   Keyword  group  3   Headline  3   Data  sheet   John   Awareness   Keyword  group  1   Headline  1   Webinar  recording   Research   Keyword  group  2   Headline  2   Podcast   Action   Keyword  group  3   Headline  3   Data  sheet  
  27. 27. #SMX #33C @ayat 1. Know  Your  Customers   2. Adapt  for  the  Buying  Stages   3. Emphasize  Your  Value  Proposition     4. Design  for  Cognitive  Progression   5. Maintain  Continuity    
  28. 28. #SMX #33C @ayat What  is  unique  about  you?  
  29. 29. #SMX #33C @ayat Original
  30. 30. #SMX #33C @ayat   •  “The  E-­‐book  Advantage”  pointing  to  the   value  and  service  offered   •  Image  reflects  a  person  “on-­‐the-­‐go”   •  Removed  text  as  banner  is  self-­‐ explanatory     Variation 1
  31. 31. #SMX #33C @ayat   •  “Take  books  wherever  you  go”  message   pointing  to  the  advantages  offered   •  Image  reflects  a  person  “on-­‐the-­‐go”   •  Removed  text  as  banner  is  self-­‐ explanatory     Variation 2
  32. 32. #SMX #33C @ayat 21 Audience Question: Which design generated the most sales? 0 Side By Side Look
  33. 33. #SMX #33C @ayat Increase     in  Website     Conversion   26%     The Winner 1
  34. 34. #SMX #33C @ayat Why  is  a  Value  Proposition  so  Important? •  Identifying  the  right  value  proposition  is  one  of  the  most  valuable   activities  marketers  can  benefit  from  when  optimizing  any  campaign   •  The  value  proposition  is  not  made  up  of  multiple  values  and   messages.  It  is  a  single  message  that  expresses  the  unique  value  your   company  offers   •  Incentives  can  be  used  to  “support”  the  value  proposition  
  35. 35. #SMX #33C @ayat
  36. 36. #SMX #33C @ayat Your  value  proposition  must  be   conveyed  in  design  and  copy  for   real  gains  
  37. 37. #SMX #33C @ayat 1. Know  Your  Customers   2. Adapt  for  the  Buying  Stages   3. Emphasize  Your  Value  Proposition     4. Design  for  Cognitive  Progression   5. Maintain  Continuity    
  38. 38. #SMX #33C @ayat What  information  do  visitors     need  to  take  an  action?  
  39. 39. #SMX #33C @ayat Progression  a  visitor  has  to  go  through  to  convert  
  40. 40. #SMX #33C @ayat 1. Know  Your  Customers   2. Adapt  for  the  Buying  Stages   3. Emphasize  Your  Value  Proposition     4. Design  for  Cognitive  Progression   5. Maintain  Continuity    
  41. 41. #SMX #33C @ayat Maintain  consistent  design  and   copy  throughout  the  funnel  
  42. 42. #SMX #33C @ayat Continuity   •  By  anticipating  a  visitor  clicks,  what  they  will  do  next,  and  how   they  will  view  your  page,  you  can  have  stronger  and  greater   continuity  in  the  funnel   •  Use  visual  indicators  to  help  visitors  know  where  they  is  in  the   process  and  the  different  steps  they  have  to  go  through   •  Reduce  noise  and  clutter  on  the  page  by  removing  elements   that  cause  unnecessary  fears,  uncertainties,  and  doubts  
  43. 43. #SMX #33C @ayat KW: Customer Service Solution
  44. 44. #SMX #33C @ayat KW: Customer Service Solutions
  45. 45. #SMX #33C @ayat If  you  are  not  testing,   you  are  not  learning  
  46. 46. #SMX #33C @ayat 1. Know  Your  Customers   2. Adapt  for  the  Buying  Stages   3. Emphasize  Your  Value  Proposition     4. Design  for  Cognitive  Progression   5. Maintain  Continuity    
  47. 47. #SMX #33C @ayat How  can  I  help  you?   @ayat   ayat@invesp.com  
  48. 48. #SMX #33C @ayat More information Amazon.com
  49. 49. #SMX #33C @ayat SEE YOU AT THE NEXT #SMX! THANK YOU!

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