Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

10 Ways You're Using AdWords Wrong and How to Correct Those Practices

24,382 views

Published on

Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers.
1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
Single Keyword Ad Groups 1
Google’s advice…
That would mean…
But it should be… keyword 1 keyword 2
What happens to your CTR
Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = 
 lower cost per conversion.
Your new ad group structure =
Ad Group Level Negatives 2
Killing off internal competition
What it means… Ad group = “web analytics”
 Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
What it means… Ad group = “web analytics”
 Ad group level negative keywords - stripe - braintree - paypal
Search terms should look like…
See what’s holding you back
Multi Intent Keywords 3
The Search Buying Cycle
Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests 4
Proximity
Source: ThinkWithGoogle.com
Proximity Source: Hanapin Source: Engine Ready
30% increase in conversions
Countdowns 32% CTR boost & 3% conv/rate improvement
Specificity How to Get 6,312 Subscribers 
 to Your Business Blog in One Day How to Get Over 6,000 Subscribers 
 to Your Business Blog in One Day How to Get a Torrent of Subscribers 
 to Your Business Blog in One Day
Specificity 88% CTR boost & 23% conv/rate improvement
Timeliness 217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing 5
Get Aggressive!
Isolate and label Headline Display URL Description 1 Description 2
Let time pass, then filter
GetDataDriven.com/ab-significance-test
6 AdWords is Just Your Carrot
“Cats are your customers,
 AdWords is your laser pointer”
7 Insane Importance of Design
How fast do people judge you?
Visual & Aesthetic Judgement Research at Google
 International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
Insane Important of Design 6
8 Multi Step Landing Pages
Single step landing pages are threatening
9 Your Landing Page Offer
Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.”
 — Peep Laja, CRO Expert at ConversionXL
A lot more valuable than your competitors Make your offer
10 The Price Focus CTA
Struggling with CTA ideas? Get Pricing & More Info
32 New Hacks To Get More
 Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
The Price Focus CTA landingpages@klientboost.com

Published in: Internet, Marketing
  • Nice !! Download 100 % Free Ebooks, PPts, Study Notes, Novels, etc @ https://www.ThesisScientist.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Thank you for a great presentation. I learned a lot and appreciate you sharing your best practices.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

10 Ways You're Using AdWords Wrong and How to Correct Those Practices

  1. Johnathan Dane, Founder of KlientBoost 10 Ways You’re Doing AdWords Wrong and How To Fix Them May 7th, 2015
  2. @ThueLMadsen #KISSwebinar
  3. Thue Madsen - KISSmetrics - @ThueLMadsen Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras. Johnathan Dane - KlientBoost - @JohnathanDane Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers and has a pre y impressive hat collection.
  4. @JohnathanDane #KISSwebinar
  5. What You’re Gonna Learn… 1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
  6. WATCH WEBINAR RECORDING NOW
  7. Single Keyword Ad Groups 1
  8. Single Keyword Ad Groups Google’s advice…
  9. Single Keyword Ad Groups That would mean…
  10. Single Keyword Ad Groups But it should be… keyword 1 keyword 2
  11. Single Keyword Ad Groups What happens to your CTR
  12. Single Keyword Ad Groups Why performance improves… “Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = 
 lower cost per conversion.”
 — Johnathan Dane, Founder of KlientBoost
  13. Single Keyword Ad Groups Your new ad group structure Ad group = “web analytics” Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
  14. Single Keyword Ad Groups Your new ad group structure The ad Headline = Keyword
 Description Line 1 & 2 = Benefits/Features Display URL = Keyword The keywords +web +analytics “web analytics” [web analytics]
  15. Single Keyword Ad Groups
  16. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  17. Ad Group Level Negatives 2
  18. Ad Group Level Negatives Killing off internal competition
  19. Ad Group Level Negatives What it means… Ad group = “web analytics”
 Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
  20. Ad Group Level Negatives What it means… Ad group = “web analytics”
 Ad group level negative keywords - stripe - braintree - paypal
  21. Ad Group Level Negatives Search terms should look like…
  22. Ad Group Level Negatives See what’s holding you back
  23. Multi Intent Keywords 3
  24. Multi Intent Keywords The Search Buying Cycle
  25. Multi Intent Keywords The Search Buying CycleThe Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
  26. The Five Ad Tests 4
  27. The Five Ad Tests Proximity
  28. The Five Ad Tests Source: ThinkWithGoogle.com
  29. The Five Ad Tests Proximity Source: Hanapin Source: Engine Ready
  30. The Five Ad Tests End Goals
  31. The Five Ad Tests End Goals 30% increase in conversions
  32. The Five Ad Tests Countdowns 32% CTR boost & 3% conv/rate improvement
  33. The Five Ad Tests Specificity How to Get 6,312 Subscribers 
 to Your Business Blog in One Day How to Get Over 6,000 Subscribers 
 to Your Business Blog in One Day How to Get a Torrent of Subscribers 
 to Your Business Blog in One Day
  34. The Five Ad Tests Specificity 88% CTR boost & 23% conv/rate improvement
  35. The Five Ad Tests Timeliness 217% CTR boost & 23% conv/rate improvement
  36. Aggressive Ad Testing 5
  37. The Five Ad Tests On AdWords ad testing “Tiny changes usually equal tiny improvements. Add some spice!”
 — Johnathan Dane, Founder of KlientBoost
  38. How You Test Ads Get Aggressive!
  39. How You Test Ads Isolate and label Headline Display URL Description 1 Description 2
  40. How You Test Ads Let time pass, then filter
  41. How You Test Ads Results? GetDataDriven.com/ab-significance-test
  42. 6 AdWords is Just Your Carrot
  43. “Cats are your customers,
 AdWords is your laser pointer”
  44. 7 Insane Importance of Design
  45. Insane Importance of Design How fast do people judge you?
  46. Insane Importance of Design Visual & Aesthetic Judgement Research at Google
 International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
  47. Insane Importance of Design
  48. Insane Importance of Design
  49. Insane Importance of Design
  50. Insane Importance of Design
  51. Insane Importance of Design Boring design
  52. Insane Importance of Design Details ma er! 53% increase in conversion rates
  53. Insane Importance of Design But design is hella subjective
  54. Insane Importance of Design peek.usertesting.com
  55. Insane Important of Design
  56. Insane Importance of Design
  57. 8 Multi Step Landing Pages
  58. Multi Step Landing Pages Single step landing pages are threatening
  59. Multi Step Landing Pages
  60. Multi Step Landing Pages
  61. Multi Step Landing Pages Multi step micro commitments 311% conversion rate+ | 74% conversions+ | 73% cost-
  62. Multi Step Landing Pages Ideas! First step = least threatening question Middle steps = progressively more threatening Last step = contact info (most threatening) “Start step one with a carrot question. 
 Zip code, employee count, time frame, etc..”
 — Johnathan Dane, Founder of KlientBoost
  63. 9 Your Landing Page Offer
  64. Your Landing Page Offer Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.”
 — Peep Laja, CRO Expert at ConversionXL
  65. Your Landing Page Offer A lot more valuable than your competitors Make your offer… A lot less threatening than your competitors - or -
  66. Your Landing Page Offer An AdWords example…
  67. Your Landing Page Offer AdWords audits & evaluations 1) Your goals?
 2) Your customers? 1) Leads or sales? 2) Monthly ad budget? 3) Your site? 1) Name? 2) Email? 3) Phone? vs.
  68. Your Landing Page Offer But what has even less friction?
  69. 10 The Price Focus CTA
  70. The Price Focus CTA There’s an elephant
 in the room…
  71. The Price Focus CTA Conversion rates Doubled
  72. The Price Focus CTA Struggling with CTA ideas? Get Pricing & More Info
  73. The Price Focus CTA 32 New Hacks To Get More
 Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
  74. The Price Focus CTA landingpages@klientboost.com
  75. 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo
  76. Questions? Johnathan Dane Founder KlientBoost @JohnathanDane Thue Madsen Marketing Operations KISSmetrics @ThueLMadsen

×