master class: secrets to a cohesive ppc campaign
TRANSCRIPT
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&HOSTED BY:
Master Class:Secrets To A Cohesive PPC Campaign
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Presenters
• Siddharth Deswal
– First Marketer at Visual Website Optimizer
– @SiddharthDeswal
• Roopa Carpenter
– CRO Manager at Hanapin Marketing.
– @roopacarpenter
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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?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
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Live Poll Question #2
How do you manage your account(s)?
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a) I manage it myself.
b) I’m part of a team that manages it.
c) I outsource my account management.
d) I’m rethinking how my account is managed.
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Congruency Matters
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Congruency Definition
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Congruency a.k.a. Message Match
How well your PPC landing page is aligned with your ad copy
Ad Landing Page
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Congruency
Why do it?
- Henneke Duistermaat
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Congruency
Your Landing Page Needs to Live Up to the
Promise
Create a smooth experience for users as they go from
performing a search → clicking on ad → interacting with
website
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Meeting Expectations
Search Term: Samsung TVs
Ad copy meets expectations
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Stinky Little Harbor
NOT SAMSUNG
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How to Analyze Your
PPC Strategy
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Congruent Design Scoresheet
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Congruent Design Scoresheet
● Use your top keyword to find the corresponding ad and
landing page, this is the best place to start!
● Score each section with a 0, 1, or 2○ 0: no relevance, lacking an element, needs much improvement
○ 1: some relevance, needs some refining/tweaking
○ 2: excellent, very relevant to ad, needs little to no improvement
● Make sure your primary goal remains your focus.
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Congruent Design Scoresheet
Headline:
A great message match!
Subhead:
If a subhead is present, does
it tell us about the product or
offer? Does it reinforce the
message? Does it offer a
feature or benefit?
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Example: Control
= Bad Message Match
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Example: Test
= Great Message Match
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Results:
= 22.83% increase in
conversion rate
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Example: Control
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Example: Test Page
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Results:
= 126% improvement in Contact Us
conversion rate
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Congruent Design Scoresheet
Intro:
Solid info, providing further
information to lead to a
conversion
Bullets:
Benefits! Features!
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Example: Control Page
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Example: Test Page
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Results:
= 35.4% improvement in lead conversion rate
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Congruent Design Scoresheet
Testimonial: Is it believable?
● Specific
● Compelling
● Personal
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Example: Control Page
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Example: Test Page
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Example: Test Page
= 61% improvement in application conversion rate
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Congruency Analysis -
Good Example
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Goal = Free Trial
Score each section with a 0, 1, or 2● 0: no relevance, lacking an element, needs
much improvement
● 1: some relevance, needs some
refining/tweaking
● 2: excellent, very relevant to ad, needs
little to no improvement
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Goal = Free Trial
Score = 20/24
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Congruency Analysis -
Not So Good Example
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Goal = Free Trial
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No pictures, but names are given. Not specific. Warning about results.
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Goal = Free Trial
Score = 3/24
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SOMETHING ELSE TO
CONSIDER:
THE PPC FUNNEL
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Funnel Intent to the Right LP
Not all keywords have the same level of intent
● tv vs. Samsung tv reviews vs. buy Samsung 42 inch tv.
● Types of intent: General, Research, Purchase
Purchase Intent:
● Is the most important
● Lower volume and highly competitive
● May include size, color, model specifics, or price qualifiers
in the keyword
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Funnel Intent to the Right LP
General and Research Intent
● These may lead to the initial visit to the site but the
conversion may occur on a subsequent visit through a
different search query
Understanding these intents will allow you to manage
these keywords differently in your PPC campaigns
● Consider having keywords of different intent leading to
separate landing pages.
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Search for Garcinia Cambogia Reviews
● This landing page is not aligned with user intent (someone looking for
reviews)
● This can be perceived as too high of a commitment
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Search for Garcinia Cambogia Reviews
● This landing page matches user
intent
● There is a low commitment (soft
sell) through the “Learn More or
Buy” links
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Key Takeaway:
TEST
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Live Poll Question #3
How much do you know about A/B testing?
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a) I’ve never heard of it.
b) I just know about the concept.
c) I have run a few tests.
d) I regularly run tests on my website/landing pages.
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Why?
TEST
Control:
Test Variations:
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This is Why!
TEST
Control Conv. Rate: 9.08%
Test - Learn How Conv. Rate: 5.88%
Test - Further Your Career: 7.00%
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Analysis of a PPC Landing Page
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Analysis of a PPC Landing Page
Context of searching for “health checkup”
● Single male between 25 to 30 years old
● Sedentary lifestyle, concerned about general fitness
● Prefer to pay online instead of dealing in cash/credit
● Don’t want to commit to anything before I know of all my
options
● Want as much information about my health as possible
● Am transactional in nature, i.e. want to know upfront what
I pay and what I get in return
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Analysis of a PPC Landing Page
Social proof Key concern addressed
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Analysis of a PPC Campaign
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Analysis of a PPC Landing Page
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Analysis of a PPC Landing Page
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Live Poll Question #4
a.) FREE Solutions Blueprint from Hanapin
(for accounts spending more than 20K/mo)
b.) FREE two month account of VWO (with 10,000 visitor testing quota)
c.) Both
d.) No Thanks
Would you like help with your PPC accounts
and management? I’m interested in:
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Live Q&A Time!
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Have more questions?
Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: [email protected]
VWO Feedback: [email protected]