How to Use Google to Lift Your Conversion Rate

15. PPC Trivia! 5 Quick Questions about AdWords Accounts 1. How often do small businesses (spending under $5k / month on AdWords) do work in their AdWords account? © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

16. PPC Trivia! 5 Quick Questions about AdWords Accounts 1. How often do small businesses (spending under $5k / month on AdWords) do work in their AdWords account? Answer: • 50% of them don’t even check once per month • 25% haven’t done anything in the last 90 days • Agencies and advertisers appear to be equally guilty... © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

18. PPC Trivia! (Continued) 2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days? Answer: • Less than 50% • And 20% of them have yet use a negative keyword… ever… © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

20. PPC Trivia! (Continued) 3. What percentage of AdWords accounts use Conversion Tracking? Answer: • Less than 50% of advertisers have Conversion Tracking on. That means they don’t know what’s working. © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

22. WHO’S TESTING NOW? 40% 31% 30% 61% do less 27% than 5 tests per month 20% 20% 20% 16% 16% 14% 12% 10% 7% 6% 6% 4% 4% 2% 2% 1% 1% 0% 0% 1 2 3-5 6-10 11-20 21-50 51-100 >100 >1,000 Response 2010: 222 Response 2009: 271 © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

26. PPC: The Demand Fulfillment Process Search Queries, Placements & Personas Ad Copy A ques'on is asked or An answer is given that demand revealed makes a promise © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

27. PPC: The Demand Fulfillment Process Search Queries, Placements & Personas Ad Copy Landing Page A ques'on is asked or An answer is given that The promise is demand revealed makes a promise fulﬁlled (no not!) © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

42. Who Sees These Ads Anyway? Intent Persona Ready to Level of purchase? Who are intent they? Comparing Searching What are Browsing they looking for? The Prospect © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

43. Who Sees These Ads Anyway? Intent Persona Ready to Level of purchase? Who are Where do intent they? they live? Comparing Searching What are Browsing they looking for? The Prospect © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

82. Top 10 Ad Elements to Test 1.Highlighting benefits (not features) 2.Presence of keywords/Intent Words 3.Call to action (test multiple) 4.Insert specifics: pricing ($39.99) , selection details (657 styles, etc.) 5.Risk mitigation/special offers (money-back, ships today, free trial) 6.Experiment with the display URL 7.Formatting/ordering of key elements 8.Synonyms within the ad 9.Capitalization 10.Outrageous imagery (Facebook) © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

83. PERSONALIZE THE SITE EXPERIENCE Customer Profile Site Content Keyword

84. THE PREP Opportunity lurks in every segment, of every metric. Start with high volume or high value segments. Inbound Visitor Profile Time search keyword/term, search Visitor brand affinity, When do they visit, engine, social referrer prior purchase history, when do they preferences, etc. research Customer Groups Behavior Geography Affinity, Preferences, Visitor recency, Geo location of visitor, location Multi-channel, Member frequency, Site of nearest store, nearest interaction distribution center © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

114. Thank you for listening! Bryan Eisenberg bryan@bryaneisenberg.com Read our blog: www.BryanEisenberg.com Call us at (347) 470-GROK (4765) Follow me on Twitter Please: @TheGrok © 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

How to Use Google to Lift Your Conversion Rate

How to Use Google to Lift Your Conversion Rate

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