The document presents a webinar led by Johnathan Dane from KlientBoost, focusing on common mistakes in AdWords advertising and their solutions. Key topics include the importance of single keyword ad groups, ad group level negatives, aggressive ad testing, design significance, multi-step landing pages, and effective landing page offers. The presentation emphasizes that optimizing these elements can significantly improve conversion rates and overall advertising effectiveness.

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