ecmod 2011 adwords what makes people click 1 dec 2011
DESCRIPTION
Presentation on Google Adwords delivered by Mel Henson at the Ecmod Conference on 1 December 2011TRANSCRIPT
What makes people click? by Mel Henson
Why Adwords?
$2.73 BN
“Nobody clicks on Adwords”
Ninja or Novice
Ninja or novice
Search network – 95 character ads
History Invented 2000 Based on Yellow Pages idea Originally a Google-managed service Self-service for small businesses Spawned a huge industry
Simple in theory....
Quick and easy to set up...
Copy for your retail siteOn time, on brief and on budget.Trained, specialist writers.www.wordsthatsell.co.uk
Retail copy that worksTop UK copywriters – great serviceAsk us for a free quote & sample copywww.wordsthatsell.co.uk
Complex in practice
Each stage influences the others
StructureCampaigns & Ad Groups
Keyword Research & Selection
Keyword Match
Ad Copy
Landing Page
Click Thru Rate (CTR)
Quality Score
Better results for less ££££ The higher the
CTR & Quality Score
The less Google charge you per click
The higher up Google puts your ad
Adwords – a science as well as an art Keywords, campaign
management, analysis
Creative work (ads and landing pages)
TARGET AUDIENCE
Who she isLikes, hopes, fears
AN EXTRA DIMENSION What’s in her mind when she’s surfing
She’s following a scent
Not just the 95 characters
It’s the whole trail
COPYWRITING EXPERIMENTS
EXPERIMENT 1 – Happy Puzzle (Rush Hour)
Hypothesis– 6th Sept 2011
EXISTING AD NEW AD
{keyword:Rush Hour}
The Complete Rush Hour Puzzle Range
Buy today from Happy Puzzle.
New Rush Hour games
Rush Hour 4 & new Safari Rush Hour
Plus Rush Hour cards from £4.99
•‘Rush Hour’ search brings up Jackie Chan / hairdressers etc – so ‘games’ may be key
•Customer know Rush Hour
•Why us not Amazon? Entice with prospect of something new
Results 24 Nov 2011{keyword:Rush Hour}
The Complete Rush Hour Puzzle Range
Buy today from Happy Puzzle.
New Rush Hour games
Rush Hour 4 & new Safari Rush Hour
Plus Rush Hour cards from £4.99
CTR – 1.29% Conversion – 2.38% Cost per sale - £1.16
CTR – 0.76% Conversion – 6.25% Cost per sale - £0.44
Old Ad New Ad0
0.5
1
1.5 CTR
Old Ad New Ad01234567 Conversion
Old Ad New Ad£0.00
£0.20
£0.40
£0.60
£0.80
£1.00
£1.20 Cost per sale
EXPERIMENT 2– Happy Puzzle Clock Kit
Hypothesis– 6th Sept 2011
EXISTING AD NEW AD
The Amazing Clock KitBuild your own real wind-up clock.
Buy now for £14.99!
Free ‘Amazing Clock Kit’ Watch your child build a clock
Great gift, 5 yrs+. Buy 2, get 3rd free
•Delivers on landing page headline of ‘Buy 2 Amazing Clock Kits and Get 3rd FREE
•Free – powerful word
•Mum or gran buying gifts – age range is important
Amazing Clock - resultsThe Amazing Clock Kit
Build your own real wind-up clock.
Buy now for £14.99!
Free ‘Amazing Clock Kit’
Watch your child build a clock
Great gift, 5 yrs+. Buy 2, get 3rd free
CTR – 3.18% Conversion – 3.28% Cost per sale £3.15
CTR – 2.05% Conversion – 2.7% Cost per sale - £3.24
Old Ad New Ad0
1
2
3
4 CTR
CAUTION: Very small baseOld Ad New Ad
0.00
1.00
2.00
3.00
4.00 Conversion
Old Ad New Ad£0.00
£1.00
£2.00
£3.00
£4.00 Cost per sale
Cost per click10% less
Amazing Clock ‘Price’ v ‘Saving’The Amazing Clock Kit
Build your own real wind-up clock.
Buy now for £14.99!
The Amazing Clock Kit
Build your own real wind-up clock
Buy 2 and save £3!
CTR – 3.18% CTR – 4.46%
CAUTION: Very small base
Amazing Clock – ‘Price’ v ‘Emotion’The Amazing Clock Kit
Build your own real wind-up clock.
Buy now for £14.99!
Mummy – Look what I made
Kids love this clock that they
make themselves. Just £14.99.
CTR – 3.18% Conversion – 3.28%
CTR – 0.99% Conversion – 0%
CAUTION: Very small base
EXPERIMENT 5 - Happy Puzzle Tantrix
Hypothesis– 6th Sept 2011
EXISTING AD NEW AD
Tantrix PuzzlesFull Tantrix Range -
Trax,Xtreme and Magnetic.
Tantrix PuzzlesWe’ve picked the three
bestTantrix for you. Buy now.
•Customer must be aware of Tantrix
•Again need an ‘Anti-Amazon’ edge
•‘Expert’
Results –Nov 2011
Tantrix Puzzles
Full Tantrix Range – Trax,
Xtreme & Magnetic
Tantrix PuzzlesWe’ve picked the three best
Tantrix for you. Buy now.
CTR – 2.13% CTR – 3.39%
Old Ad New Ad1.9
2
2.1
2.2
2.3
2.4
Buy now’ or ‘See them here’Tantrix PuzzlesWe've picked the three best
Tantrix for you - see them here.
Tantrix PuzzlesWe've picked the three best
Tantrix for you. Buy now.
Buy now2.6%
See them here3.4%
0.00
1.00
2.00
3.00
4.00CTR %
EXPERIMENT 7- LoveMyDog Free Book
Free Book Campaign
7 Top Tips for a Happy Dog
New book - beautifully illustrated
Download yours now for free
www.lovemydog.co.uk
What did our customer do? 48 clicks in a row
Not one downloaded the book
And it was free!!!
We looked at what the customer had to do...
FREE BOOK
7 Top Tips for a Happy DogNew book - beautifully illustratedDownload yours now for freewww.lovemydog.co.uk
EXPERIMENT 8 – LoveMyDog free gift
27 clicks, no sign up
Change 1 – Landing page
Before:1 - home page & 2 - sign-up page
After:New landing pageImage & more copy
Change 2: Keyword Match Before: All Broad Dog birthday Birthday dog Dog gift Birthday presents for dogs
After: Broad, Phrase & Exact
“Dog Birthday” [Birthday Dog] “Birthday Dog” “Dog Gift” [Birthday presents for dogs]
Change 3 – tested New ad copy
Free dog birthday presentLoveMyDog the UK's leading designerdogwear will send your dog a gift.
CTR 1.81% Conversion 12.5%
A free gift for your dogWe'll send you a gift for your dogon their birthday - sign up now
CTR 1.62% Conversion 18.18%
Birthday Gift or Birthday TreatBIRTHDAY GIFT
We’ll send you v Let us send youWE’LL SEND YOU
COPYWRITING TIPS for 95 character PPC ads Single focus eg: Benefit USP Offer (limited time, free delivery etc)
Relate it to the landing page
Be specific, not general
Seasonality
Play with word arrangement New /Free – first/last
WHAT MAKES PEOPLE CLICK? Combination of
factors
Testing is key
Details can make the difference PPC Ad A
2%PPC Ad B
3%
0%
1%
2%
3%+50%
1%
Presented by Mel Henson Nick Begy for
Happy Puzzle
James Aston & Harry Carr (Money Spyder)
Lilly Shahravesh (LoveMyDog)
Follow me on twitter@flicksandclicks
Headline copy is vague
Body text is overly general and doesn’t say why this business is different
Does not say what the customer should do.....Call? Buy? Click?
Headline mentions a specific product
Body text features a discount and a special offer
States the exact action a customer should take