how to use google to lift your conversion rate

© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok

Presented by:

Bryan Eisenberg, Partner, Eisenberg Holdings

http://www.BryanEisenberg.com

@TheGrok

How to Use Google to Lift Your Conversion Rate

http://www.bryaneisenberg.com




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http://tr.im/mmsc3


PPC is Hard…


But the right tools, techniques and education can make it a LOT EASIER.

PPC is Hard…


You get what you put in…


A little work every week on your Ad campaigns can deliver big dividends.

You get what you put in…


Succeeding in Online Advertising is all about relevance


Figure out what people want and give it to them.

Succeeding in Online Advertising is all about relevance


Keep your PPC house clean


Pause, fix or kill irrelevant, underperforming keywords to maximize ROI.

Keep your PPC house clean


You gotta have goals


Knowing what you want defines and simplifies your workflow.

You gotta have goals


Avoid Set It And Forget It Mentality


Test and iterate, but don’t let perfect be the enemy of the good.

Avoid Set It And Forget It Mentality


PPC Trivia! 5 Quick Questions about AdWords Accounts

1. How often do small businesses (spending under $5k / month on AdWords) do work in their AdWords account?


PPC Trivia! 5 Quick Questions about AdWords Accounts

1. How often do small businesses (spending under $5k / month on AdWords) do work in their AdWords account?

Answer: • 50% of them don’t even check once per month• 25% haven’t done anything in the last 90 days• Agencies and advertisers appear to be equally guilty...


PPC Trivia! (Continued)

2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days?



2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days?

Answer: • Less than 50%• And 20% of them have yet use a negative keyword…

ever…



3. What percentage of AdWords accounts use Conversion Tracking?



3. What percentage of AdWords accounts use Conversion Tracking?

Answer: • Less than 50% of advertisers have Conversion

Tracking on. That means they don’t know what’s working.


The Average AdWords Account


WHO’S TESTING NOW?

0%

10%

20%

30%

40%

1 2 3-5 6-10 11-20 21-50 51-100 >100 >1,000

0%1%2%

6%7%

16%

31%

20%

16%

1%2%4%4%

6%

12%

27%

14%

20%

61% do less than 5 tests per month

Response 2010: 222 Response 2009: 271


What’s Easier to Change?


PPC: The Demand Fulfillment Process



Search Queries, Placements & Personas

A ques'on is asked or demand revealed





Ad Copy

An answer is given that makes a promise





Ad Copy

An answer is given that makes a promise

Landing Page

The promise is fulfilled (no not!)


Create the Habit!


Perfecting the Pitch


Two Options

1. Conversions/ Ad Impressions2. Identify & Deploy


Who Sees These Ads Anyway?

The Prospect



The Prospect

Intent



The Prospect

Intent

Level of intent



The Prospect

Intent

Level of intent

Searching



The Prospect

Intent

Level of intent

Searching

Comparing



The Prospect

Intent

Level of intent

SearchingBrowsing

Comparing



The Prospect

Intent

Level of intent

SearchingBrowsing

Comparing

Ready to purchase?



The Prospect

Intent

Level of intent

SearchingBrowsing

Comparing

Ready to purchase?

Persona



The Prospect

Intent

Level of intent

SearchingBrowsing

Comparing

Ready to purchase?

Persona

Who are they?



The Prospect

Intent

Level of intent

SearchingBrowsing

Comparing

Ready to purchase?

Persona

Who are they?

What are they looking

for?



The Prospect

Intent

Level of intent

SearchingBrowsing

Comparing

Ready to purchase?

Persona

Who are they?

What are they looking

for?

Where do they live?


Now Write An Ad!


1. Know Your Audience Appeal


A

BHint: What’s appealing to one gender may turn off the other. For example: “Dance” and “Sexy” vs. 6-Pack

Appealing to Searcher Psychology


Searcher Psychology


Gender Exercise


Searcher Psychology

What’s appealing to one gender may turn off the other.•“Dance” and “Sexy” vs. 6-Pack

6 Pack

Dance/Sexy


+22

1% C

TR

TEST: Which Ad Boosted CTR?

A

B

Apparently more guys are buying “Hip Hop Abs” Than Will Admit It!


TEST: Which Facebook Ad Won?

A

B


+70

0% C

TR

TEST: Which Facebook Ad Won?

A

B


TEST: Which Ad Won?

A

B

Hint: Think Searcher Psychology – how much does the buyer really know? Is this a personal purchase or a gift?


+221%

CTR

TEST: Which Ad Won?

A

B

Brand Names Only Help When The Buyer Already Knows Them!


2. Know Who They Are Not

A

B


2. Know Who They Are Not

+75

% CTR

A

B


• A

TEST: Which Facebook Image Won?


+20

% CTR

TEST: Which Facebook Image Won?

A

B


3. Killer Triggers!

A

B


3. Killer Triggers!

A

B +43

% CTR


4. Features versus Benefits

A

B

What do you think the searcher is REALLY looking for?


+444%

CPI

4. Features versus Benefits

A

B

“Don’t Overpay For Your Car Rental”


5. Wordsmithing

V A L U E W O R D S

KEYWORDSTRIGGER

WORDS


TEST #1: A Tale of 2 Contests

A

B


+308%

CPI


A

B



A

B


+509%

CPI


A

B


+84% C

TR


6. Substantiation or Loop Closing

+81% C

TR

+113%

CTR

+95% C

TR


7. Always Be Testing


TEST: Can You Guess The Winner?

PPC, Adwords, Booster, Conversions

A

B


+32

6%

CTR



A

B




A

B


+14

4%

CTR



A

B




A

B


+52

% CTR



A

B


Top 10 Ad Elements to Test1.Highlighting benefits (not features)2.Presence of keywords/Intent Words3.Call to action (test multiple)4.Insert specifics: pricing ($39.99) , selection details (657

styles, etc.)5.Risk mitigation/special offers (money-back, ships today,

free trial)6.Experiment with the display URL7.Formatting/ordering of key elements8.Synonyms within the ad9.Capitalization 10.Outrageous imagery (Facebook)

PERSONALIZE THE SITE EXPERIENCE

Site Content

Customer Profile

Keyword


Opportunity lurks in every segment, of every metric. Start with high volume or high value segments.

Inboundsearch keyword/term, search engine, social referrer

Visitor ProfileVisitor brand affinity, prior purchase history, preferences, etc.

TimeWhen do they visit, when do they research

BehaviorVisitor recency, frequency, Site interaction

GeographyGeo location of visitor, location of nearest store, nearest distribution center

Customer GroupsAffinity, Preferences, Multi-channel, Member

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Thank you for listening!

Bryan Eisenberg

[email protected]

Read our blog: www.BryanEisenberg.com

Call us at (347) 470-GROK (4765)

Follow me on Twitter Please:

@TheGrok

mailto:[email protected]

mailto:[email protected]



how to use google to lift your conversion rate

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