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© 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
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http://www.bryaneisenberg.com
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PPC is Hard…
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But the right tools, techniques and education can make it a LOT EASIER.
PPC is Hard…
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You get what you put in…
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A little work every week on your Ad campaigns can deliver big dividends.
You get what you put in…
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Succeeding in Online Advertising is all about relevance
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Figure out what people want and give it to them.
Succeeding in Online Advertising is all about relevance
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Keep your PPC house clean
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Pause, fix or kill irrelevant, underperforming keywords to maximize ROI.
Keep your PPC house clean
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You gotta have goals
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Knowing what you want defines and simplifies your workflow.
You gotta have goals
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Avoid Set It And Forget It Mentality
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Test and iterate, but don’t let perfect be the enemy of the good.
Avoid Set It And Forget It Mentality
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
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?
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
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...
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PPC Trivia! (Continued)
2. What percentage of AdWords accounts have used at least 1 negative keyword in the last 90 days?
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
PPC Trivia! (Continued)
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…
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PPC Trivia! (Continued)
3. What percentage of AdWords accounts use Conversion Tracking?
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PPC Trivia! (Continued)
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.
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The Average AdWords Account
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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
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What’s Easier to Change?
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PPC: The Demand Fulfillment Process
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PPC: The Demand Fulfillment Process
Search Queries, Placements & Personas
A ques'on is asked or demand revealed
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
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
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
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
Landing Page
The promise is fulfilled (no not!)
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Create the Habit!
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Perfecting the Pitch
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Two Options
1. Conversions/ Ad Impressions2. Identify & Deploy
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Who Sees These Ads Anyway?
The Prospect
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Who Sees These Ads Anyway?
The Prospect
Intent
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Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
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Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
Searching
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
Searching
Comparing
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Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
SearchingBrowsing
Comparing
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
SearchingBrowsing
Comparing
Ready to purchase?
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Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
SearchingBrowsing
Comparing
Ready to purchase?
Persona
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
SearchingBrowsing
Comparing
Ready to purchase?
Persona
Who are they?
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
SearchingBrowsing
Comparing
Ready to purchase?
Persona
Who are they?
What are they looking
for?
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
SearchingBrowsing
Comparing
Ready to purchase?
Persona
Who are they?
What are they looking
for?
Where do they live?
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Now Write An Ad!
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Now Write An Ad!
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Now Write An Ad!
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Now Write An Ad!
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Now Write An Ad!
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Now Write An Ad!
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1. Know Your Audience Appeal
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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
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Searcher Psychology
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Gender Exercise
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Searcher Psychology
What’s appealing to one gender may turn off the other.•“Dance” and “Sexy” vs. 6-Pack
6 Pack
Dance/Sexy
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+22
1% C
TR
TEST: Which Ad Boosted CTR?
A
B
Apparently more guys are buying “Hip Hop Abs” Than Will Admit It!
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TEST: Which Facebook Ad Won?
A
B
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+70
0% C
TR
TEST: Which Facebook Ad Won?
A
B
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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?
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+221%
CTR
TEST: Which Ad Won?
A
B
Brand Names Only Help When The Buyer Already Knows Them!
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2. Know Who They Are Not
A
B
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2. Know Who They Are Not
+75
% CTR
A
B
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• A
TEST: Which Facebook Image Won?
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+20
% CTR
TEST: Which Facebook Image Won?
A
B
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3. Killer Triggers!
A
B
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3. Killer Triggers!
A
B +43
% CTR
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4. Features versus Benefits
A
B
What do you think the searcher is REALLY looking for?
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+444%
CPI
4. Features versus Benefits
A
B
“Don’t Overpay For Your Car Rental”
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5. Wordsmithing
V A L U E W O R D S
KEYWORDSTRIGGER
WORDS
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TEST #1: A Tale of 2 Contests
A
B
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+308%
CPI
TEST #1: A Tale of 2 Contests
A
B
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TEST #2: A Tale of 2 Contests
A
B
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+509%
CPI
TEST #2: A Tale of 2 Contests
A
B
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+84% C
TR
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6. Substantiation or Loop Closing
+81% C
TR
+113%
CTR
+95% C
TR
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7. Always Be Testing
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TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+32
6%
CTR
TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
![Page 78: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/78.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
![Page 79: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/79.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+14
4%
CTR
TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
![Page 80: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/80.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
![Page 81: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/81.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+52
% CTR
TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
![Page 82: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/82.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
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)
![Page 83: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/83.jpg)
PERSONALIZE THE SITE EXPERIENCE
Site Content
Customer Profile
Keyword
![Page 84: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/84.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
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
THE PREP
![Page 85: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/85.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
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© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Gear - Official Site
100’s of waterproof jackets in stockFREE shipping on all orders over $60
![Page 87: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/87.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
![Page 88: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/88.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
![Page 89: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/89.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
![Page 90: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/90.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
![Page 91: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/91.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
![Page 92: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/92.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
![Page 93: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/93.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Average conversion improvement range 5%-20% (As high as 100%)
MESSAGE CONSISTENCY
![Page 94: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/94.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Average conversion improvement range 5%-20% (As high as 100%)
MESSAGE CONSISTENCY
![Page 95: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/95.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
![Page 96: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/96.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
![Page 97: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/97.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
TOP RATED
TOP RATED TOP RATED
TOP RATED
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
![Page 98: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/98.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Conversion impact as high as 55%
Badging
![Page 99: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/99.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Conversion impact as high as 55%
Badging
![Page 100: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/100.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
TOP RATED TOP RATED
![Page 101: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/101.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
TOP RATED TOP RATED
![Page 102: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/102.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Average conversion improvement range 5%-15%
Tax Free
![Page 103: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/103.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Average conversion improvement range 5%-15%
Tax Free
![Page 104: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/104.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
TOP RATED TOP RATED
![Page 105: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/105.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
TOP RATED TOP RATED
![Page 106: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/106.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Conversion improvement as high as 100%
international
![Page 107: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/107.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Conversion improvement as high as 100%
international
![Page 108: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/108.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
![Page 109: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/109.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
TOP RATED TOP RATED
![Page 110: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/110.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
make it a landing session
![Page 111: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/111.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
![Page 112: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/112.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
![Page 113: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/113.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
![Page 114: How to Use Google to Lift Your Conversion Rate](https://reader034.vdocument.in/reader034/viewer/2022042700/554bb526b4c90594278b4819/html5/thumbnails/114.jpg)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Thank you for listening!
Bryan Eisenberg
Read our blog: www.BryanEisenberg.com
Call us at (347) 470-GROK (4765)
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@TheGrok