Elements of a Successful Paid Search Campaign By Ayat Shukairy

1. #SMX #33C @ayat Elements of a Successful Paid Search Campaign Optimizing The Paid Search Funnel

2. #SMX #33C @ayat

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. #SMX #33C @ayat The Same Old Thinking The Same Old Results

5. #SMX #33C @ayat

6. #SMX #33C @ayat TRUE OR FALSE: Successful paid online campaigns = Winning the elections

7. #SMX #33C @ayat But How?

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. #SMX #33C @ayat

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. #SMX #33C @ayat You Are Not Your Customer

12. #SMX #33C @ayat

13. #SMX #33C @ayat Personas: where to begin FUDs FUDs FUDs FUDs

14. #SMX #33C @ayat

15. #SMX #33C @ayat Challenges with Personas: 1.  Creating them 2.  Applying them

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. #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. #SMX #33C @ayat •  Short copy •  Targeted image •  Use of image space for targeting visitors with additional beneﬁts Variation 1

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. #SMX #33C @ayat Side By Side Look 21 Audience Question: Which design generated the most sales? 0

21. #SMX #33C @ayat The Winner 1 Increase in website conversions 238%

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. #SMX #33C @ayat

24. #SMX #33C @ayat Group Keywords by Buying Stage

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. #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

28. #SMX #33C @ayat What is unique about you?

29. #SMX #33C @ayat Original

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. #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. #SMX #33C @ayat 21 Audience Question: Which design generated the most sales? 0 Side By Side Look

33. #SMX #33C @ayat Increase in Website Conversion 26% The Winner 1

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. #SMX #33C @ayat

36. #SMX #33C @ayat Your value proposition must be conveyed in design and copy for real gains

38. #SMX #33C @ayat What information do visitors need to take an action?

39. #SMX #33C @ayat Progression a visitor has to go through to convert

41. #SMX #33C @ayat Maintain consistent design and copy throughout the funnel

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. #SMX #33C @ayat KW: Customer Service Solution

44. #SMX #33C @ayat KW: Customer Service Solutions

45. #SMX #33C @ayat If you are not testing, you are not learning

47. #SMX #33C @ayat How can I help you? @ayat ayat@invesp.com

48. #SMX #33C @ayat More information Amazon.com

49. #SMX #33C @ayat SEE YOU AT THE NEXT #SMX! THANK YOU!

Elements of a Successful Paid Search Campaign By Ayat Shukairy

Search Marketing Expo - SMX

Elements of a Successful Paid Search Campaign By Ayat Shukairy