© 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
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
http://www.bryaneisenberg.com
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
PPC is Hard…
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
But the right tools, techniques and education can make it a LOT EASIER.
PPC is Hard…
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
You get what you put in…
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
A little work every week on your Ad campaigns can deliver big dividends.
You get what you put in…
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Succeeding in Online Advertising is all about relevance
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Figure out what people want and give it to them.
Succeeding in Online Advertising is all about relevance
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Keep your PPC house clean
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Pause, fix or kill irrelevant, underperforming keywords to maximize ROI.
Keep your PPC house clean
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
You gotta have goals
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Knowing what you want defines and simplifies your workflow.
You gotta have goals
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Avoid Set It And Forget It Mentality
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Test and iterate, but don’t let perfect be the enemy of the good.
Avoid Set It And Forget It Mentality
© 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?
© 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...
© 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?
© 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…
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
PPC Trivia! (Continued)
3. What percentage of AdWords accounts use Conversion Tracking?
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
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.
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
The Average AdWords Account
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
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
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
What’s Easier to Change?
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
PPC: The Demand Fulfillment Process
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
PPC: The Demand Fulfillment Process
Search Queries, Placements & Personas
A ques'on is asked or demand revealed
© 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
© 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!)
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Create the Habit!
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Perfecting the Pitch
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Two Options
1. Conversions/ Ad Impressions2. Identify & Deploy
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
Searching
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
Searching
Comparing
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
SearchingBrowsing
Comparing
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
SearchingBrowsing
Comparing
Ready to purchase?
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Who Sees These Ads Anyway?
The Prospect
Intent
Level of intent
SearchingBrowsing
Comparing
Ready to purchase?
Persona
© 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?
© 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?
© 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?
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Now Write An Ad!
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Now Write An Ad!
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Now Write An Ad!
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Now Write An Ad!
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Now Write An Ad!
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Now Write An Ad!
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
1. Know Your Audience Appeal
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
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
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Searcher Psychology
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Gender Exercise
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Searcher Psychology
What’s appealing to one gender may turn off the other.•“Dance” and “Sexy” vs. 6-Pack
6 Pack
Dance/Sexy
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+22
1% C
TR
TEST: Which Ad Boosted CTR?
A
B
Apparently more guys are buying “Hip Hop Abs” Than Will Admit It!
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST: Which Facebook Ad Won?
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+70
0% C
TR
TEST: Which Facebook Ad Won?
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
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?
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+221%
CTR
TEST: Which Ad Won?
A
B
Brand Names Only Help When The Buyer Already Knows Them!
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
2. Know Who They Are Not
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
2. Know Who They Are Not
+75
% CTR
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• A
TEST: Which Facebook Image Won?
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+20
% CTR
TEST: Which Facebook Image Won?
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
3. Killer Triggers!
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
3. Killer Triggers!
A
B +43
% CTR
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
4. Features versus Benefits
A
B
What do you think the searcher is REALLY looking for?
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+444%
CPI
4. Features versus Benefits
A
B
“Don’t Overpay For Your Car Rental”
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
5. Wordsmithing
V A L U E W O R D S
KEYWORDSTRIGGER
WORDS
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST #1: A Tale of 2 Contests
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+308%
CPI
TEST #1: A Tale of 2 Contests
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST #2: A Tale of 2 Contests
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+509%
CPI
TEST #2: A Tale of 2 Contests
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+84% C
TR
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
6. Substantiation or Loop Closing
+81% C
TR
+113%
CTR
+95% C
TR
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
7. Always Be Testing
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+32
6%
CTR
TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+14
4%
CTR
TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
+52
% CTR
TEST: Can You Guess The Winner?
PPC, Adwords, Booster, Conversions
A
B
© 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)
PERSONALIZE THE SITE EXPERIENCE
Site Content
Customer Profile
Keyword
© 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
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Gear - Official Site
100’s of waterproof jackets in stockFREE shipping on all orders over $60
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Average conversion improvement range 5%-20% (As high as 100%)
MESSAGE CONSISTENCY
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Average conversion improvement range 5%-20% (As high as 100%)
MESSAGE CONSISTENCY
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
© 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
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Conversion impact as high as 55%
Badging
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Conversion impact as high as 55%
Badging
© 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
© 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
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Average conversion improvement range 5%-15%
Tax Free
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Average conversion improvement range 5%-15%
Tax Free
© 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
© 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
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Conversion improvement as high as 100%
international
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
• Conversion improvement as high as 100%
international
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
© 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
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
make it a landing session
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
Waterproof Jackets
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
© 1998 - 2012 Eisenberg Holdings, LLC - @TheGrok
100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
© 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)
Follow me on Twitter Please:
@TheGrok