PPC Strategies for Higher Conversions

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In case you missed Janet Driscoll Miller's presentation for the Online Marketing Institute on 9/5/12, learn about how to maximize your conversions from PPC advertising, from ad copy to landing pages to testing.

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  • Often issue with ecommerce retailersShow sample search of: used chevy minivansDon’t recommend using it anymoreGoogle claims it increases CTR, but not my findingDrive down ctrIn turn drives down quality scoreIn turn increases your cost per click
  • Make sure ad messaging and landing page messaging match.example: “chevy minivans”Lands on http://colonialautocenter.reachlocal.net/inventory/view/Make/GMC/?utm_source=ReachLocal&utm_medium=ppc&utm_campaign=gmcvshttp://www.carmax.com/enus/search-results/default.html?Ep=semlandingpage&ADc=90&ANa=4294967083+4294966921&search=chevy&adcode=GOOAW210493E&s=0&AZ=22903
  • Examples:“bissell spot bot”http://www.hsn.com/home-solutions/bissell_c-hw_a-2162_xc.aspx?rdr=1&sourceid=googlebrand&cm_mmc=Paid%20Search%20Brand-_-Google-_-Home%20Solutions-_-spotbot%20bissell&utm_source=google&utm_medium=cpc&utm_term=spotbot%20bissell&utm_campaign=Home%20SolutionsVs.http://www.walmart.com/search/search-ng.do?search_query=Bissell%20Spot%20Bot&adid=22222222220027572311&wmlspartner=wmtlabs&wl0=b&wl1=g&wl2=&wl3=16104602256&wl4=Vs.http://www.kohls.com/kohlsStore/home_floorcare/top_brands/bissell.jsp?pfx=pfx_google_roi&cid=tbnbissellVs.http://www.amazon.com/s/?ie=UTF8&keywords=bissel+spotbot&tag=googhydr-20&index=aps&hvadid=4646123337&hvpos=1t1&hvexid=&hvnetw=g&hvrand=1560641889195713578&hvpone=&hvptwo=&hvqmt=b&ref=pd_sl_7c9ob1exi_b
  • Visitors glance at a page for about 8 seconds!
  • PPC Strategies for Higher Conversions

    1. 1. PPC Strategies for Higher Conversions Janet Driscoll Miller President and CEO Search Mojo
    2. 2. Agenda• Improving ad performance• “Keeping the promise”• Landing pages• ABT: Always Be Testing!
    3. 3. About Me• 14 years in search marketing• President and CEO of Search Mojo• Online Marketing Summit, SMX, Pubcon and others• Search Insider and other blogs
    4. 4. IMPROVING ADPERFORMANCE
    5. 5. Ad Copy Best Practices• Try to include the keyword in your copy or headline• Use the space available• Watch for awkward line breaks• Include info about the offer – Example: Free trial• Remember that the ad copy’s goal is: DRIVE CLICKS
    6. 6. Ad Copy Best Practices• Try to include the keyword in your copy or headline• Use the space available• Watch for awkward line breaks• Include info about the offer – Example: Free trial• Remember that the ad copy’s goal is: DRIVE CLICKS
    7. 7. Ad Copy Best Practices• Try to include the keyword in your copy or headline• Use the space available• Watch for awkward line breaks• Include info about the offer – Example: Free trial• Remember that the ad copy’s goal is: DRIVE CLICKS
    8. 8. Ad Copy Best Practices• Try to include the keyword in your copy or headline• Use the space available• Watch for awkward line breaks• Include info about the offer – Example: Free trial• Remember that the ad copy’s goal is: DRIVE CLICKS
    9. 9. Dynamic Keyword Insertion (DKI)• Automatically inserts the keyword (or version) that the searcher queried into your ad• To use DKI: – {keyword:default text} – Example: {keyword:hello kitty}• http://support.google.com/adwords/bin/answer.py?hl=en&answer=2 454041&from=74996&rd=1
    10. 10. Extending Your Ad• Location Extensions• Ad Sitelinks• Call Extensions• Social Extensions• New Beta: Form Ad Extensions
    11. 11. Extending Your Ad• Location Extensions• Ad Sitelinks• Call Extensions• Social Extensions• New Beta: Form Ad Extensions
    12. 12. Extending Your Ad• Location Extensions• Ad Sitelinks• Call Extensions• Social Extensions• New Beta: Form Ad Extensions
    13. 13. Extending Your Ad• Location Extensions• Ad Sitelinks• Call Extensions• Social Extensions• New Beta: Form Ad Extensions
    14. 14. Extending Your Ad• Location Extensions• Ad Sitelinks• Call Extensions• Social Extensions• New Beta: Form Ad Extensions
    15. 15. KEEPING THE PROMISE
    16. 16. What does that mean?• Keyword and ad should match• Ad message and landing page message should match• Consistency in the message across keyword, ad and landing page
    17. 17. Dynamic Keyword Insertion (DKI)• Often messes up the promise!• Common issue with online retailers – So much inventory – can be tough to personalize properly
    18. 18. LANDING PAGES
    19. 19. What Is a Landing Page?• Destination page of pay-per-click (PPC) ads• Key factor in conversion rate Best Practice: Create a landing page for campaigns – don’t just use existing website pages.
    20. 20. Why Use a Landing Page? Targeted Website Page Average Conversion Rate: 2.40% Website Home Page Average Conversion Rate: 1.17%
    21. 21. Why Use a Landing Page? OK Website Home PageAverage Conversion Rate: 1.17% BEST BETTER Targeted Website Page Average Conversion Rate: 2.40% Special Landing Page Average Conversion Rate: 12.5%
    22. 22. Key Factors for a SuccessfulLanding Page• “Keep the Promise”• Include a clear call to action• Use complementary colors to highlight• Keep key messages “above fold”• Don’t forget good usability• Include trust badges
    23. 23. Consider Conversion Paths Initial Landing Page Option 1 Option 2 Option1a Option1b Option 2a
    24. 24. Consider Conversion Paths• Segmentation – Provide specific offers to specific types of visitors• Qualification – Ensure that the leads you are getting are more qualified• Gain Partial Data Over Time – Learn from visitors as they progress through a conversion path• Improved Conversion Rates
    25. 25. ABT: ALWAYS BE TESTING!
    26. 26. Testing Landing Pages• A|B Testing vs. – Tests one whole page against another• Multivariate Testing – Tests multiple elements on a page vs. each other in combinations
    27. 27. Test Using Google Analytics• Free A|B testing tool now embedded in Google Analytics• Only allows for A|B testing
    28. 28. Things to Test• Form on every page• Button colors• Words on button• Page layout• Headlines• Copy• Images• Video
    29. 29. Key Takeaways• Be careful with DKI.• Above all, keep the promise!!• Create landing pages or conversion paths• Have a clear call to action• Always be testing!
    30. 30. Contact Information• Janet Driscoll Miller• jmiller@search-mojo.com• 800-939-5938 x101• LinkedIn: www.linkedin.com/in/janetdriscollmiller• Twitter: @janetdmiller• Facebook: www.facebook.com/SearchMojo• Google+: Janet Driscoll Miller
    31. 31. Thank Youwww.onlinemarketinginstitute.org

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