10 ways you're using adwords wrong and how to correct those practices
TRANSCRIPT
Johnathan Dane, Founder of KlientBoost
10 Ways You’re Doing AdWords Wrong and How To Fix Them May 7th, 2015
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.
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
WATCH WEBINAR RECORDING NOW
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
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”
Single Keyword Ad Groups
Your new ad group structure
The ad Headline = KeywordDescription Line 1 & 2 = Benefits/Features Display URL = Keyword
The keywords +web +analytics “web analytics” [web analytics]
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
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”
Ad Group Level Negatives
What it means…
Ad group = “web analytics”
Ad group level negative keywords - stripe - braintree - paypal
Multi Intent Keywords
The Search Buying CycleThe Search Buying Cycle
Awareness Consideration Action“broken transmission” “whats my car worth” “sell my car”
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
The Five Ad Tests
On AdWords ad testing
“Tiny changes usually equal tiny improvements. Add some spice!”
— Johnathan Dane, Founder of KlientBoost
Insane Importance of Design
Visual & Aesthetic Judgement
Research at GoogleInternational Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811
|——————————————|1 full second
50 ms = 0.05 second
Multi Step Landing Pages
Multi step micro commitments
311% conversion rate+ | 74% conversions+ | 73% cost-
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
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
Your Landing Page Offer
A lot more valuable than your competitors
Make your offer…
A lot less threatening than your competitors
- or -
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.
The Price Focus CTA32 New Hacks To Get MorePhone Leads With AdWords & CRO
kboo.st/kiss-phone
(60 pages deep!)
2015 KISSmetrics Guide KISSmetrics Demo
h"p://kiss.ly/growth h"p://kiss.ly/demo