Conversion Optimization Guide

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  • ----- Meeting Notes (5/4/13 14:19) -----Google Anaytics training - Sales rep.Saturday, 4th May 2013.
  • ----- Meeting Notes (5/4/13 14:19) -----Google Anaytics training - Sales rep.Saturday, 4th May 2013.
  • ----- Meeting Notes (5/4/13 14:19) -----Google Anaytics training - Sales rep.Saturday, 4th May 2013.
  • Conversion Optimization Guide

    1. 1. www.cleverads.vn Reach the most of Online Ads
    2. 2. CONTENT INDEX www.cleverads.vn Google Premier SMB Partner 1. Why Conversion tracking and optimization matters? 2. What makes a highly converted campaign? 3. How to optimize campaign for more conversion? 1. Choose the right media for your campaign. 2. Simplified the process of finishing an action. 3. Target the right audience 4. Deliver the right message 5. Tracking efficiently
    3. 3. 1. Why does Conversion tracking and optimization matter? www.cleverads.vn Google Premier SMB Partner 1. People don’t want to waste money Running a campaign without optimizing is like wasting money
    4. 4. 1. Why does Conversion tracking and optimization matter? www.cleverads.vn Google Premier SMB Partner 2. People want to know which performs best If you show them how effectiveness your campaigns are, they will never move to another agency
    5. 5. www.cleverads.vn What makes a highly converted campaign?
    6. 6. 2. What makes a highly converted campaign? www.cleverads.vn Google Premier SMB Partner A. Right product - Some products are unfit with Online Ads B. Right Audience - Target the right Audience increase chances of converting to customer. C. Right Message - Choose the right message to be displayed correspondence with each stage of the buying cycle. It will increase chances of converting D. Right Time - Choose the right time to promote your product. Some product/ services only perform well in a limited period of time. + + =
    7. 7. www.cleverads.vn How to optimize campaign for more conversion?
    8. 8. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner 1. Choose the right media channel for your campaign. - Each channel has its own strong and only suitable with some products. You can’t apply one channel for all products. Try testing campaign to find the best converted channels. Facebook deliver more visit but less transaction in comparison with Google
    9. 9. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner 2. Simplified the process of finishing an action  Analyze your buying/ download or other process, be sure it’s easy to perform.  Conversion rate of simple action campaigns are triple higher than others. Be simple Don’t let your customer confusing. They will deny your product if your process makes them being concerned. 
    10. 10. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner 3. Target the right Audience  Audience is one of the most important key point to success  You must know where your audience stays.
    11. 11. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner How to find your Audience? A. Search Campaign - Test and refine your keyword list - Combining Location and Language targeting Raw keywords Tested and refined keyword before running (Level 1) Tested and refined keyword after running for a week (level 2) based on Conversion data. Effective Keywords Raw kw Refined kw LV1 Refined kw LV2
    12. 12. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner B. Display Network - Analyze your client business  determine their audiences - Analyze their audience habits  which type of website they are interesting… - Find these sites matched with your audiences.
    13. 13. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner 4. Deliver the right messages.  Deliver the right message to the right audiences. Tips: If you target 50 years old customer to sell a vintage car. Don’t tell them about its color. Your customer don’t care about that
    14. 14. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner  Deliver the right message correspondence with each stage of the buying cycle
    15. 15. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner How to create a good text ads? A. Text Ads - Be Specific - Don’t write general text ads, people tends to click on the ads which is highly relevant with their interests - Highlight your unique value proposition - Be different, highlight your value proposition is the best way to attract audience. - Example: + Olay: “You get younger-looking skin” + Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.” + FedEx: “When your package absolutely, positively has to get there overnight”
    16. 16. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner - Include a call to action: - Stand out from Competitor - A searcher needs to know what’s in it for him if he clicks on the advertisement.
    17. 17. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner - Wisely use Display url - Match your landing page - Be sure you show what your customer saw on the ads. - Don’t forget your keyword - Don’t forget including keywords to your text ads. People will like to see what they are looking for.  Other than the fact that the first ad doesn’t provide much information, its display URL is non descriptive and very generic as well. So the user may think that they will be thrown in the home page of a site from where they will have to again do a search for ‘pink laptops’.
    18. 18. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner - Test and experiment - Test instance of ads text to find the best performance. - You should have 3 ads per adgroup to compare - Don’t be fooled with CTR, look at CVR. - Remember to have mobile version - Be short, specific and mobilize
    19. 19. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner B. Display Ads - Ask for an action - You should use call-to-action words or phrases such as: buy now, order now, don’t miss your luck… - Keep it simple - Don’t make your audiences confuse of the complicated banners. They will deny seeing it - Use words that raise attention or emotion - Try using words such as: secret, special, for only you… These words help grab user’s attention and increase his curiosity in your offer. - Emphasize benefits, not features - Don’t just tell your audiences about your product features. Tell them what’s their benefit choosing your product. - Well designed - Well designed banners will encourage people clicks to and increase the CTR of the banner. All following actions begin with the clicks. If you choose the right website to put your well designed banners on, the CVR could be high
    20. 20. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner - Test your banners. - Test your banner to be sure it’s perform well. Look at both CTR and CVR - File size should be small enough - File size affect banner loading time. Don’t be too large. Your audience is impatient - Try other format - You should try across several format to see which format is best for your campaign.
    21. 21. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner 5. Tracking efficiently Reporting tools: - Ad platform built in Report ( AdWords report, FB Reports…) - Standalone reporting tool ( G.Analytics, WebAnalytics…)
    22. 22. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner A. Keyword Tracking - Track each keyword to deeply understand which keyword is the most profitable. - Don’t be fooled with CTR, pay attention to Conversion rate Look at the revenue-metrics instead of just clicks/visit and ctr
    23. 23. 3. How to optimize campaign for more conversion? www.cleverads.vn Google Premier SMB Partner What if? - High CTR keyword but low conversion rate? - Low CTR keyword but high conversion rate? - High CTR keyword but the visit time on site sent by this keyword is low? Which metrics should we focus on? - Keyword CTR - Keyword Average CPC - Keyword Conversion rate - Keyword Cost per conversion - Ecommerce conversion rate by keyword - Total revenue/transaction by keyword
    24. 24. www.cleverads.vn Google Premier SMB Partner B. Text Ads Tracking Data metrics to be considered are: - Ads frequently (% served) - Ads CTR - Ads Conversion rate
    25. 25. THANK YOU ! Nguyễn Quang Đông (Mr). Project Manager. 0942 88 9990 dong.nguyen@cleverads.vn Công ty CP Quảng cáo Thông Minh - CleverAds Tầng 3, số 46 Vương Thừa Vũ, Thanh Xuân, Hà Nội 04.3211.5825 contact@cleverads.vn www.cleverads.vn

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