13 Ways You’reKilling   Your Conversion Rate   # conversionkillers
Detective Bill Quinn, VP of MarketingDetective Anna Sawyer, Marketing Manager
Paid search is complex,and it’s easy to make mistakes.      But these thirteen mistakes                                   ...
killer mistake # 1  Driving traffic to  your homepage
killer mistake # 1      Why?                     Your homepage                      probably isn’t                      op...
killer mistake # 1 Bring it back to life.    Drive traffic to                            landing pages                     ...
killer mistake # 1                      a clearA great landing       call-to-   page has:          action                 ...
killer mistake # 1    Extra credit!    Check out our blog at                      www.tradacom/blog                     fo...
killer mistake # 2  Trusting your gut
killer mistake # 2      Why?                      You are pretty                      smart, but you                     c...
killer mistake # 2                       Research your                     competitors! Take   Save yourself!             ...
killer mistake # 2   Use a keyword tool (Spyfu, Raven, KeyCompete) to     find out which keywords your competitors are     ...
killer mistake # 3  Fighting for first      position
killer mistake # 3      Why?                     First position is                      expensive, and                    ...
killer mistake # 3 How to come back    Check your ego at      to life:       the door and rank                      for po...
killer mistake # 4  Targeting a wide        area
killer mistake # 4                       If you use the      Why?            default settings,                      you’re...
killer mistake # 4   Save yourself!                     Geo-targeting is                      very simple.
killer mistake # 4                      countries You can targetmultiple locations:   regions                       states...
killer mistake # 5 Using single broad  match keywords
killer mistake # 5                     Broad match and      Why?              single-word                      keywords dr...
killer mistake # 5                         Someone who enters                           “shoes” could beThink of it like t...
killer mistake # 5                      long-tail                     keywords          “phrase     Raise your  conversion...
killer mistake # 6                          Buy Our Shoes                          They’re great.                         ...
killer mistake # 6                       You have 70      Why?                      characters to                     work...
killer mistake # 6                     Running Shoes - Save up to 50%                     Thousands of styles and colors! ...
killer mistake # 7  No call-to-action
killer mistake # 7      Why?                     A searcher needs                     to know what will                   ...
killer mistake # 7                     Save now!     Get it Here!  Reanimate your  conversion rate.                     Cl...
killer mistake # 8 Allowing dates to      expire
killer mistake # 8                           Offering                      promotions with      Why?              end date...
killer mistake # 8     Stay alive!       Set yourself a                     calendar reminder                      every t...
killer mistake # 9 Filling your ad copy                        Best    with adjectives                        Best        ...
killer mistake # 9                        You want to                          convince a                     searcher tha...
killer mistake # 9   Liven up your       Use more verbs    conversions!      than adjectives to                        des...
killer mistake # 10Buffy the Conversion  Slayer: setting the wrong expectations
killer mistake # 10                      Entering into any      Why?            kind of marketing                       ac...
killer mistake # 10                    research                   click prices                                      determ...
killer mistake # 11 Separating PPC and        SEO
killer mistake # 11                        PPC and SEO                      should be used in                         tand...
killer mistake # 11                      Use your successful                       PPC keywords to                        ...
killer mistake # 12  Taking a vacation
killer mistake # 12                             To be      Why?             competitive, you                      need to ...
killer mistake # 12                      bid priceYour campaign         changesneeds constant                        keywo...
killer mistake # 13    Not testing
killer mistake # 13                       Paid search gives                       you all the tools      Why?             ...
killer mistake # 13                               Write four ads for                            each ad group. Vary theHer...
Here’s where we take twominutes to tell you that Trada   can solve all of these         problems...... and it doesn’t cost...
Trada has a crowd of over 2,000 certified paid     search experts who do PPC for you.
Multiple experts workon your campaign at   the same time.       You get: Diversity of thinkingConstant optimizationMultipl...
and a better conversion rate!
It’s pay-for-performance.         There are NO fees:no startup fees, no management fees.   You can get started right away.
Time for questions!For more information or to schedule a demo, email                anna@trada.com
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13 Ways You're Killing Your Conversion Rate

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t's a PPC whodunit!

We cover 13 more-common-than-you-think conversion-killers, and we talk about:

- Why you shouldn't use your gut
- Buffy the Conversion Slayer: setting expectations
- The ad position that wastes your money and time
- How to take a vacation from PPC (hint: you can't)
- This keyword match type is a real buzzkill
- How to really get your campaign to swim with the fishies

Check out Trada Reviews here: http://www.trada.com/trada-reviews/

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  • 13 Ways You're Killing Your Conversion Rate

    1. 1. 13 Ways You’reKilling Your Conversion Rate # conversionkillers
    2. 2. Detective Bill Quinn, VP of MarketingDetective Anna Sawyer, Marketing Manager
    3. 3. Paid search is complex,and it’s easy to make mistakes. But these thirteen mistakes are killer.
    4. 4. killer mistake # 1 Driving traffic to your homepage
    5. 5. killer mistake # 1 Why? Your homepage probably isn’t optimized for conversions.
    6. 6. killer mistake # 1 Bring it back to life. Drive traffic to landing pages specifically designed for PPC conversions.
    7. 7. killer mistake # 1 a clearA great landing call-to- page has: action a testimonial exactly what the searcher expects
    8. 8. killer mistake # 1 Extra credit! Check out our blog at www.tradacom/blog for a post on building conversion-centric landing pages.
    9. 9. killer mistake # 2 Trusting your gut
    10. 10. killer mistake # 2 Why? You are pretty smart, but you can’t know what will work best.
    11. 11. killer mistake # 2 Research your competitors! Take Save yourself! what you learn and use it as a starting point. Then, gather data from your own campaign.
    12. 12. killer mistake # 2 Use a keyword tool (Spyfu, Raven, KeyCompete) to find out which keywords your competitors are using. Create a list of competitor keywords, and use this list to brainstorm long-tail keywords. Ask friends to help (for diversity of thinking). Add keywords to your campaign and test, test test!
    13. 13. killer mistake # 3 Fighting for first position
    14. 14. killer mistake # 3 Why? First position is expensive, and may not convert as well.
    15. 15. killer mistake # 3 How to come back Check your ego at to life: the door and rank for positions 2-4. Leave position 1 to your competitor!
    16. 16. killer mistake # 4 Targeting a wide area
    17. 17. killer mistake # 4 If you use the Why? default settings, you’re probably getting clicks from weird locations - people who won’t convert.
    18. 18. killer mistake # 4 Save yourself! Geo-targeting is very simple.
    19. 19. killer mistake # 4 countries You can targetmultiple locations: regions states custom locations cities
    20. 20. killer mistake # 5 Using single broad match keywords
    21. 21. killer mistake # 5 Broad match and Why? single-word keywords drive less targeted traffic. Plus, they are very expensive!
    22. 22. killer mistake # 5 Someone who enters “shoes” could beThink of it like this. looking for any of the following: shoes to buy tips for repairing shoes shoes for horses bowling shoes
    23. 23. killer mistake # 5 long-tail keywords “phrase Raise your conversion rate match (from the dead) keywords” [exact match keywords]
    24. 24. killer mistake # 6 Buy Our Shoes They’re great. Click here. tradashoes.com Failing to use all the space available
    25. 25. killer mistake # 6 You have 70 Why? characters to work with. Use them to catch a searcher’s attention!
    26. 26. killer mistake # 6 Running Shoes - Save up to 50% Thousands of styles and colors! Free Shipping - Click here and Save Now! tradashoes.com/runningshoes Save yourself! Buy One Pair Get One Free Nikes as low as $29. Free Shipping! Huge selection of running shoes. tradashoes.com
    27. 27. killer mistake # 7 No call-to-action
    28. 28. killer mistake # 7 Why? A searcher needs to know what will happen when he clicks.
    29. 29. killer mistake # 7 Save now! Get it Here! Reanimate your conversion rate. Click Here! Shop Now! Start Get Download! Started!
    30. 30. killer mistake # 8 Allowing dates to expire
    31. 31. killer mistake # 8 Offering promotions with Why? end dates can boost urgency and conversions. But allowing them to expire reduces credibility and looks bad.
    32. 32. killer mistake # 8 Stay alive! Set yourself a calendar reminder every time you write an ad that will expire.
    33. 33. killer mistake # 9 Filling your ad copy Best with adjectives Best Bes
    34. 34. killer mistake # 9 You want to convince a searcher that your Why? offer has more value than your competitors’. But adjectives aren’t descriptive, and they’re often superlative.
    35. 35. killer mistake # 9 Liven up your Use more verbs conversions! than adjectives to describe your offer. Describe your value tangibly with actions.
    36. 36. killer mistake # 10Buffy the Conversion Slayer: setting the wrong expectations
    37. 37. killer mistake # 10 Entering into any Why? kind of marketing activity without setting the right expectations will likely let you down.
    38. 38. killer mistake # 10 research click prices determine Do your in your your target homework: vertical ROI be prepared for an be exploratory flexible period
    39. 39. killer mistake # 11 Separating PPC and SEO
    40. 40. killer mistake # 11 PPC and SEO should be used in tandem. They Why? generate valuable data that can be used to inform one another, and a good strategy for one is required for success with the other.
    41. 41. killer mistake # 11 Use your successful PPC keywords to build your SEO Don’t be undead. keyword list. Maintain good SEO practices to keep quality score high.
    42. 42. killer mistake # 12 Taking a vacation
    43. 43. killer mistake # 12 To be Why? competitive, you need to constantly optimize your campaign. Leaving it alone will cost you.
    44. 44. killer mistake # 12 bid priceYour campaign changesneeds constant keyword optimization. generation research new ads
    45. 45. killer mistake # 13 Not testing
    46. 46. killer mistake # 13 Paid search gives you all the tools Why? you need to be successful - built right in. Not using this information will cost you - because your competitors are!
    47. 47. killer mistake # 13 Write four ads for each ad group. Vary theHere’s an easy subject lines in two, split-test. and the CTA in two. After two weeks, ditch the two ads that didn’t perform as well, and (repeat) write two more.
    48. 48. Here’s where we take twominutes to tell you that Trada can solve all of these problems...... and it doesn’t cost any more than if you were to solve them yourself.
    49. 49. Trada has a crowd of over 2,000 certified paid search experts who do PPC for you.
    50. 50. Multiple experts workon your campaign at the same time. You get: Diversity of thinkingConstant optimizationMultiple ad networks
    51. 51. and a better conversion rate!
    52. 52. It’s pay-for-performance. There are NO fees:no startup fees, no management fees. You can get started right away.
    53. 53. Time for questions!For more information or to schedule a demo, email anna@trada.com

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