web123 5 tips for better headline optimization results-10052011

5 Tips for Better Headline Optimization Results Strategies for staying one step ahead of the rest

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Housekeeping Items

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1 Prequalify Your Audience Identify your target audience to reduce traffic and increase conversions

2 Reflect the Search Query Make your headline answer the search query

3 Reflect the Landing Page Craft your landing page content to fully support your headline

4 Test Your Headlines Conduct A/B testing and keep track of all tests for effective analysis

5 Be Clear About Your Goals Concentrate on one offer that relates to one query, keeping your goals simplified

Webinar Agenda

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Reduce your traffic!

To improve… Conversion Rate & ROI

Only target users who demonstrate their relevance to your offer

1 Prequalify Your Audience

You are probably asking WHY I should limit

who clicks on my ad…

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Who is your target audience?

• Health & Fitness - weight loss for women vs. weight loss for men

Clearly identify your audience


Premium Ads

Regular Ads

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Don’t drown your ad spend


Increasing your Click-through Rate (CTR)

will improve your Quality Score.

…But unqualified clicks can cost money

and hurt your bottom line.

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1 Why Quality Score Matters Large impact on overall performance of account

Quality Score (QS) affects four main elements:

Actual CPC

Ad Eligibility

Ad Position

First Page Bid

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1 Why Quality Score Matters Summary

It’s simple: A strong Quality Score means…

More Traffic

Lower Cost

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Webinar Agenda

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There are 2 audiences for ad copy:

1. The user

2. The search engine

2 Reflect the Search Query Tailor your headline to directly answer the query

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2 Reflect the Search Query Create tightly themed AdGroups

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Ad Groups: Create smaller ad groups so all

keywords share a central theme

Why?: This will improve both relevancy and CTR;

also helps facilitate ad testing

“Special” Keywords: Consider separating ‘special’

keywords from the rest, eg.:

• High click or conversion volume

• Very low QS

Re-evaluate: keywords with very low QS (1-4)

2 Structural Factors Restructure your adgroups to focus on central themes

1 to 4

Original AG

New AG

New AG

New AG

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Specific ad copy should be tailored to the AdGroup theme:

• Incorporate keywords from your AdGroups into your headlines

• Google will highlight words from the query in the Ad copy to stand out

to the user

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Google will recognize relevance between keywords and copy:

• This will improve the ad’s Quality Score

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2 Reflect the Search Query Start the conversation

Show users what they expect to see

1. Branded queries should return branded ads

2. Make sure your brand name is in the headline

3. Generic queries return lots of ads, noise and clutter

4. State your unique value in your headline

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2 Reflect the Search Query Start the conversation

Don’t say too much and always be clear

• Differentiate your ad and brand from your competitors

• Begin the path to your

dedicated landing page

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2 Reflect the Search Query Make your URL short and easy to digest

Utilize a display URL to save characters in your headline

Be sure to include

your keyword if

possible

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Webinar Agenda

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Clicks are expensive… so you must have a prequalified audience

Consistent messaging:

• An ad headline about a specific product should lead to a LP detailing

the product

3 Reflect the Landing Page Tell users what they are about to see

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3 Reflect the Landing Page Support your ad with the best experience possible once on your page

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Be descriptive

with keywords

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Highlight the call

to action

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Conversion

elements that

stand out

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Webinar Agenda

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4 Test Your Headlines Experiment with different headline & description combinations

Always test new copy:

• Determine your unique value

• Don’t copy the competition

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Always know your goals:

• Purchases vs. Newsletters vs. Loyalty program signups

• Don’t create ‘universal copy’

• Concentrate on one offer, based on the query

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Always keep track of your tests:

• Conduct A/B testing, not A/B/C/D/E

• Test one element at a time

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Usability testing removes guess work and replaces with actual visitor conversion data

4 A/B Testing

Courtesy of Hubspot

What Conversion Optimization Does:

• Determines what will convert at the highest rate

• Predicts with 95% confidence that winner will increase conversion rate

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Webinar Agenda

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Is Your Call to Action Obvious? Clearly announce what you want users to do

Are there many competing objectives?

Is Your Value Proposition Clearly Stated? What differentiates you from your competitors?

What inspires visitors to take the next step?

Has your Primary Objective established Visual Priority? Is the size of elements relative to importance?

Have you considered visitor’s logical eye path?

Have you optimized your lead forms? Is all information absolutely necessary?

5 Be Clear About Your Goals Manage a smooth user experience through the conversion path

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Measure and visualize your conversion/winning funnels

5 Be Clear About Your Goals

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• Prequalify your audience to increase conversion rate and ROI

• Reflect the search query to connect your headline to the user’s need

• Reflect the landing page to create a smooth transition to the landing page

• Test your headlines to continually improve your messaging and targeting

• Keep your goals clear to avoid missed sales and lead opportunities

Key Takeaways

Thank You!

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