unique ways to improve your conversion rates right now
TRANSCRIPT
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#thinkppc&HOSTED BY:
Unique Ways To Improve Your Conversion Rates Right Now
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#thinkppc
Your Presenters• Stephanie White
– Account Manager at Hanapin Marketing– PPC Hero Blogger– @StephaniePPCPro
• Jamie Smith– CEO at Campaign Watch– Hero Conf Speaker– @Jamiesmithnow
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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
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Agenda
1) How can you improve continuity and user experience2) Setting up A/B test without 3rd party tools3) Using competitive intelligence to find insights & hypothesis4) Gmail, Display and Remarketing ads to boost conversion rates5) Q&A
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Who is Jamie?Jamie Smith CEO, Campaign Watch
+18 years marketing experience, agency and software+Managed over $157 million in Google and Bing Ads+Yahoo Web Analytics 2008, sold Agency in 2013+Speaker, Author and Entrepreneur +Love Family, Basketball & Golf
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18 years & $100M+ in PPC management
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Lots of mistakes and learnings
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2 Metrics drive 90% of results
Cost per Click (CPC)Conversion Rate (CR)
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Trademark Monitoring Competitive Analysis
Request a demo prominent but color doesn’t contrast
Value prop seems limited. Sub headline is better
Stock photography is distracting
Distraction
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Clear value prop
Request demo in red
Compelling sub headline
Asking for user’s info before explaining benefits
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Request Demo
Clear value prop with compelling sub headline
Image adds to the value prop
Lots of open space
Menu allows users to easily self segment by interest
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Wireframe hypothesis for designers
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Decide what to test and launch a/b test
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PPC strategy organization
Visibility
Creative
Continuity
Conversion
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Competitor Scorecard: Visibility, Ads & LP’s
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Competitive Intelligence Tools
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Landing Page Monitor
What if you could watch your competitors A/B test their landing pages and see which version, offers or images convert best?
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Competitor Landing Page Testing Results
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Analyze what is being tested and which version won
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Use timeline to see Competitor Ad Testing Results
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Which page won? Keyword “Call Tracking Software”
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Home Page beat the Pricing Page
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Google SERP change in Feb removed 36% first page results
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Analysis of right side ads removed: e-commerce data
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Lead Generation: CPA up 17% since Google SERP changes
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Conversions down 16%, CPA up 22% below 3rd position
http://www.campaignwatch.com/competitive-intelligence/case-study-on-google-serp-change-removing-36percent-of-ads/
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Examples of Continuity
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Examples of Bad Continuity, where is the 30% off?
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“Wine Racks” Keyword, Ad Copy and Landing Page Continuity
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Continuity from the users perspective
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Which sites for Display & Remarketing?
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Display and Remarketing Case Study
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Search, Social, Display and Remarketing Case Study
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Display and Remarketing Case Study
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Display Continuity
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Not ready for a demo? just give us email for free report
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Facebook advertising best practices
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Facebook Case Study
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Advertising in Display
How to improve conversion rates in Display
Begin with Analytics Audience Insights
● Demographics● Interests● Geography● Mobile
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Display - In-Market Interests
What are the top-level interests of your highest converting audiences?
Audience > User Explorer > Interest > In-Market Segments (Affinity)
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Display - In-Market Interests
Consider creating tightly themed Adgroups using top-level or sub-level In-market interests.
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Display – Analytics Interests
Analytics > Audience > In-Market Interests
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Display – Analytics Interests
Analytics > Audience > Affinity Interests
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Display - Demographics
Demographics by Revenue
Analytics showed that most revenue came from males that were 35-64
GenderAge
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Display Network (GDN)
Testing different Ad Group combinations
Selecting the Audience
● Interests/Affinity
Refine the interests● Age & Gender● Keywords
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Display Success
One client found significant ROI in Display
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Gmail Sponsored Promotions
Improve conversion rates with GSP ads
Targeting new or existing customers
● Interests● Topics● Keywords● Remarketing● Customer match
Use your Analytics Audience Insight data to find your customer’s interests.
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Gmail Sponsored Promotions
Think outside the box with GSP ads
Targeting ideas
● Competitors ● Competing products/services● New products/services available● Customer match (existing or previous customers)● Remarketing
Create unique teaser messages to encourage customers to open the GSP ad.
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Gmail Sponsored Promotions
These appear in Gmail in the Promotions tab
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Gmail Sponsored Promotions
Target potential customers
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Gmail Sponsored Promotions
Remarketing users with special offers
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Gmail Sponsored Promotions
Target previous customers
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GSP Measuring Success
How do you measure success with Gmail ads?
Statistics to monitor
● Conversions● Gmail saves● Gmail forwards● Gmail clicks to websites
Bonus Tip: The stat ‘clicks’ means the user opened or ‘expanded’ the email promotion.
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GSP Successes
In custom columns, include Gmail metrics stats
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GSP Successes
Targeting a competitor keyword list:
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GSP Successes
Targeting a competitor keyword list:
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Gmail Sponsored Promotions
Types of Gmail ads
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Remarketing
72% of shoppers leave a site without purchasing something, of the visitors who return, 67% end up making a purchaseDifferent types of remarketing channels
● Display remarketing● Search remarketing● Email remarketing● Social media remarketing
Source: DMNews.com and SearchEngineJournal.com
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Remarketing Segmentation
Create different audiences for remarketing
Break up the audience
● Visitors last 30, 60, 90, …● Shoppers who did not convert● Shoppers who did convert ● Visited specific page or blog post● Use 540 day max list to target seasonal shoppers● Product categories or Cross-selling opportunities
Creating targeted lists can increase your conversion rate and control costs.
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Remarketing Segmentation
What is your Unique Selling Proposition (USP)
Look at your competition from your customers’ point of view
● What makes your company unique vs competitors?● What does their landing page look like?● What are their promotions?● How do they package their products/services?● What do their ads look like in search?● How do their prices compare to yours?
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Remarketing Segmentation
In a world full of competitors, think USP
Test different remarketing messages
● Remind them about your company● Use message to upsell or offer accessories● Offer a free digital download with a purchase● Free shipping or free item with purchase● Offer a discount on their purchase
Bonus Tip: Discounts do not need to be the first remarketing message, test other offers first.
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Would You Like An Offer?
A. Competitor Analysis & Landing Page Audit www.campaignwatch.com/GrowthMarketing
B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)
C. BothD. No Thanks!
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Live Q&A Time!
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