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Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rate by 289% (and more)

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Many marketers depend on paid search to reach their customers. Significant revenue is spent on keyword strategy, but position is only half the battle. It really does not matter how many people see your PPC ad if it does not motivate anyone to click. This raises some essential questions:

• Have you maximized the effectiveness of all 95 characters?
• Does every word convey meaning with the greatest force?
• Will your ad stand out from the competition?

In this 35-minute interactive Web clinic, sponsored by Marin Software, the MECLABS research team reviewed a series of PPC experiments from the MECLABS research library in which small changes led to significant increases in ROI – including one experiment in which changing a single word increased CTR by 289%.

During the course of the presentation, we identified transferable principles discovered from more than a decade of search experimentation that you can immediately apply to your own PPC campaigns.

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Optimizing PPC Campaigns: Simple copy changes that increased clickthrough rate by 289% (and more)

  1. 1. Optimizing PPC Campaigns: Simple copy changes that increased clickthroughrate by 289% (and more) Brought to you by:
  2. 2. We’re sharing on Twitter! #WebClinic
  3. 3. #WebClinic Jon Powell Senior Manager, Data Sciences MECLABS Today’s speakers Austin McCraw Senior Director, Content Production MECLABS Taylor Kennedy Senior Optimization Manager MECLABS
  4. 4. #WebClinic Test your marketing intuition Version A Version B Relief From Back Pain [Name of Company].com/Back_Pain Reclaim your life with a 30-minute Groundbreaking back pain procedure. Avoid open back surgery [Name of Company].com/Back_Pain Try [technique] back pain treatment One micro incision for pain relief.
  5. 5. #WebClinic Test your marketing intuition Version A Version B Relief From Back Pain [Name of Company].com/Back_Pain Reclaim your life with a 30-minute Groundbreaking back pain procedure. Avoid open back surgery [Name of Company].com/Back_Pain Try [technique] back pain treatment One micro incision for pain relief. 47% INCREASE IN CLICKS
  6. 6. #WebClinic Test your marketing intuition Version A Version B Bayside Marin Clinic baysidemarin.crchealth.com/ Alternative Health Recovery Center. Very Private & Exclusive. Call Now. Bayside Marin Center baysidemarin.crchealth.com/ Alternative Health Recovery Center. Very Private & Exclusive. Call Now.
  7. 7. #WebClinic Test your marketing intuition Version A Version B Bayside Marin Clinic baysidemarin.crchealth.com/ Alternative Health Recovery Center. Very Private & Exclusive. Call Now. Bayside Marin Center baysidemarin.crchealth.com/ Alternative Health Recovery Center. Very Private & Exclusive. Call Now. 289% INCREASE IN CLICKS
  8. 8. #WebClinic Why did these PPC ads generate more response? Avoid open back surgery [Name of company].com/Back_Pain Try [technique] back pain treatment One micro incision for pain relief. Bayside Marin Center baysidemarin.crchealth.com/ Alternative Health Recovery Center. Very Private & Exclusive. Call Now. 47% 289%
  9. 9. #WebClinic Today’s focus Today, we will look at two basic principles revealed from these two experiments that you can use to evaluate and improve your own PPC campaigns.
  10. 10. #WebClinic
  11. 11. #WebClinic THE PRINCIPLE OF CONNOTATION 1
  12. 12. #WebClinic Principle #1: Connotation Bayside Marin Clinic baysidemarin.crchealth.com/ Alternative Health Recovery Center. Very Private & Exclusive. Call Now. Bayside Marin Center baysidemarin.crchealth.com/ Alternative Health Recovery Center. Very Private & Exclusive. Call Now. Control Treatment There is only a one-word difference between these two versions, however, the treatment outperformed the control by 289%. Why? Because of the principle of connotation.
  13. 13. #WebClinic Principle #1: Connotation Clinic: a place or hospital department where patients are given medical treatment or advice. Center: an office or other facility providing a specific service or dealing with a particular emergency. Definitions
  14. 14. #WebClinic Principle #1: Connotation But what might be the psychological connotation of the word “clinic” vs. “center”?
  15. 15. #WebClinic Principle #1: Connotation But what might be the psychological connotation of the word “clinic” vs. “center”?
  16. 16. #WebClinic Principle #1: Connotation Marketing
  17. 17. #WebClinic Principle #1: ConnotationCheap Cars –Toyota.com www.toyota.com/CompactCar Build and Price Your All-New Toyota Corolla on Toyota.com Available SofTexSeats –Sophisticated Fun-Piano-Black Accents Can you find an issue with connotation in this ad?
  18. 18. #WebClinic Principle #1: Connotation Social Media Monitoring www.synthesio.com/Monitoring The World’s Top Brands Choose Us. Get a Product Demo Now! Can you find an issue with connotation in this ad?
  19. 19. #WebClinic Principle #1: Connotation Social Media Monitoring www.synthesio.com/Monitoring The World’s Top Brands Choose Us. Get a Product Demo Now! Can you find an issue with connotation in this ad? We must be aware of the difference between connotation and denotation, and ensure that each word of our PPC ad implies the most accurate and impactful meaning possible.
  20. 20. #WebClinic THE PRINCIPLE OF MOTIVATION 2
  21. 21. #WebClinic Principle #2: Motivation Relief From Back Pain [Name of Company].com/Back_Pain Reclaim your life with a 30-minute Groundbreaking back pain procedure. Avoid open back surgery [Name of Company].com/Back_Pain Try [technique] back pain treatment One micro incision for pain relief. Control Treatment The original ad focused on solving the problem of back pain. It is focused on convincing the searcher to learn more about back pain relief. The treatment ad assumed the searcher already has decided to get back surgery and is mostly worried about the surgery itself. It focused on the ease of the treatment.
  22. 22. #WebClinic Principle #2: Motivation Experiment ID: TP1214 Record Location: MarketingExperiments Research Library Research Partner: (Protected) Background:A CRM software solution for small and large businesses. Goal: To increase the total numbers of clicks. Primary Research Question: Which PPC will generate the most clicks? Approach: A/B multifactorial variable cluster
  23. 23. #WebClinic {Keyword [Name] Software} Award-Winning [Name] Software. Fully Integrated. Free Trial www.[Name].com/[Name] Principle #2: Motivation What does this ad assume motivates the searcher?
  24. 24. #WebClinic Principle #2: Motivation [Name] Software Suite #1 On-Demand. 6459+ World Clients Award-Winning Solution. Free Trial www.[Name].com/[Name] {CRM [Name] Software} Award-Winning [Name] Software. Fully Integrated. Free Trial www.[Name].com/[Name] Control •The original ad emphasized the fact that it’s award-winning and can be fully integrated into a business. •The optimized ad emphasized the notion that it is the most used software suite. Treatment
  25. 25. #WebClinic PPC AdConversionRateRelativeDifferenceStatisticalSignificance Control 0.89% - - Treatment 1.08% 20.9% % RelativeChange: 20.9% Increase in conversion rate 21% The optimized PPC ad conversion rate increased by 20.9%. 95% Principle #2: Motivation
  26. 26. #WebClinic Principle #2: Motivation Treatment: Step 1 Treatment: Step 2 Treatment: Ad 21% 54% 97%
  27. 27. #WebClinic Principle #2: Motivation MetricControlTreatment%Relative Change PPC advertisement 0.89% 1.08% 20.9% Landing page clickthrough 7.17% 11.06% 54.26% Form completion 15.84% 31.25% 97.27% Impression-to-lead conversion 0.009% 0.033% 272.2% Increase in overall conversion 272% The optimized path’s conversion rate increased by 272.2%.  What you need to understand: By optimizing all the way through the path, the treatment outperformed the control by a total of 272%.
  28. 28. #WebClinic Principle #2: Motivation In general, our testing has indicated that motivation is intensified by three key factors: Urgency 1.Relevanceis the degree to which an offer is connected to a recipient’s situational motivations. 2.Importanceis the degree to which an offer is essential to a recipient’s livelihood. 3.Urgencyis the degree of immediacy associated with an offer imposed by either the recipient’s situation or the nature of the offer itself.
  29. 29. #WebClinic Principle #2: Motivation For those who are not so sure about your customer motivations, PPC provides a quick and simple way to test the motivation of your customers. VP #1 VP #2 VP #3 VP #4 VP #5 VP #6 PPC1-1 PPC 2-1 PPC 3-1 PPC 4-1 PPC 5-1 PPC 6-1 PPC 1-2 PPC 2-2 PPC 3-2 PPC 4-2 PPC 5-2 PPC 6-2 LP-1 LP-2 LP-3 Top Claims of Value PPC Testing of Value Proposition LandingPage Testing of Value Proposition Value Proposition Testing Process
  30. 30. #WebClinic Principle #2: Motivation Children's Car Seats www.diapers.com/Carseats 10% Off, Code: A10SER. New Buyers. Free 2-Day Shipping! Child Car Seat Safety -SafeKids.org Adwww.safekids.org/Car-Seat-Safety Parental Guide for Car Seat Safety. Tips, Facts, Reports, and more. Safety 1st Booster Car Seat www.kohls.com/ Find Great Deals on Car Seats. Orders Over $75 Ship Free! MOTIVATION METER MOTIVATION METER MOTIVATION METER
  31. 31. #WebClinic Principle #2: Motivation Children's Car Seats www.diapers.com/Carseats 10% Off, Code: A10SER. New Buyers. Free 2-Day Shipping! Child Car Seat Safety -SafeKids.org Adwww.safekids.org/Car-Seat-Safety Parental Guide for Car Seat Safety. Tips, Facts, Reports, and more. Safety 1st Booster Car Seat www.kohls.com/ Find Great Deals on Car Seats. Orders Over $75 Ship Free! MOTIVATION METER MOTIVATION METER MOTIVATION METER Motivation is the most influential aspect of conversion. The more intensely connected a PPC ad is to the true motivation of the searcher, the more intense the response will be.
  32. 32. #WebClinic Conclusion: Key principles 1.The Principle of Connotation –We must be aware of the difference between connotation and denotation, and ensure that each word of our PPC ad implies the most accurate and impactful meaning possible. 2.The Principle of Motivation–Motivation is the most influential aspect of conversion. The more intensely connected a PPC ad is to the true motivation of the searcher, the more intense the response will be. Key Principles
  33. 33. #WebClinic Are there any words in your PPC campaign that have a negative connotation? Are there any words that can help the customer get a better picture of the offer? Is your PPC ad relevant to the term that has been searched? Have you connected your PPC ad to the most important and urgent problem in the mind of the searcher? Are you using general and qualitative language in you PPC ad? Can your PPC ad be more specific? Is there anything that you do not know about your searcher? Can you create a PPC ad to discover potential insights about the customer? Conclusion: Key checklist
  34. 34. Live optimization
  35. 35. #WebClinic Online Business Course Live Op #1
  36. 36. #WebClinic Automated IT Infrastructure Monitoring Live Op #2
  37. 37. #WebClinic Social Media Monitoring Live Op #3
  38. 38. #WebClinic Martial Arts Billing and Payment Processing Live Op #4
  39. 39. #WebClinic Private transfers in costa rica Live Op #5
  40. 40. #WebClinic Emotional intelligent kids Live Op #6
  41. 41. #WebClinic Interested in improving your PPC campaigns? MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries tohelp leaders optimizethe financial performance of theirsales and marketing programs. Learn more about how you may be a fit for a MECLABS Research Partnership: •Select Research Partnership Opportunities on the post-webinar survey •Contact us directly info@MECLABS.com 1-877-635-0565 x

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