1. Best Practices for Testing
PPC Landing Pages & Ad
Copy
June 20, 2012
Larry Kim, WordStream
Carlos Del Rio, Unbounce
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2. Today’s Agenda
• Introductions
• Speaker introductions
• Best Practices for A/B Testing Ad Copy
• Best Practices for A/B Testing Landing Pages
• Q&A
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3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #wsppcabtests in your Google+ status
updates,Twitter tweets,, etc.
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4. Speaker Introductions
• Carlos Del Rio
– Director of Conversion Analysis & Digital Strategy
– Co-author of User Driven Change: Give Them
What They Want and A Strategic Framework for
Emerging Media
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 years
– 3 years ago, started WordStream
– Today we’re an industry-leading provider of a PPC
Management Platform and Keyword Research
Tools
– WordStream helps people get their website found
on the internet!
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5. Let’s learn a little about you….
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6. Quick Poll
How long have you been involved with Search
Marketing?
o Less than 1 year
o 1-3 years
o 3-5 years
o 5+ years
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7. Quick Poll
How would you describe your Search Marketing
results?
o I’m new to Search Marketing
o Who knows – I don’t measure my results
o Disappointing – I expected so much more from PPC
o Satisfactory – I’m seeing return on my investment into
PPC
o Stellar – PPC is my most successful lead/traffic
generating channel
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8. Best Practices for A/B
Testing Your Text Ads
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9. Advertiser A
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10. Advertiser A – 14% Click Through Rate
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11. Advertiser A – Avg. Quality Score of 8.8
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12. Advertiser B
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13. Advertiser B – 1.3% Click Through Rate
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14. Advertiser B – Avg. Quality Score 3.8
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15. In My Ad Text Presentation You’ll Get:
• Why Advertiser B is Struggling and Why Advertiser A
is Rocking
• The purpose of Ad Text Optimization
• What’s a Good Click Through Rate?
• How to Optimize your Ads!
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16. What is the Goal of
Ad Text Optimization?
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17. The Purpose of Ad Text Optimization
• Should be to try to get the highest possible Click
Through Rate. Why?
• Google rewards high CTR on keywords/ads with:
– Higher AdRank (More Exposure)
– Lower Cost Per Click (Save Money)
– More impression share
• Google punishes ads that have low CTR on
keywords/ads.
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18. Example Relationship Between CPC and QS
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19. Example Relationship Between CPA & QS
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20. The Purpose of Ad Text Optimization (Continued)
• What about Conversion Rates & Cost-Per-
Conversion?
– It’s also very important
– Carlos will talk about converting the your clicks into
conversions in just a few minutes!
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21. What is a Good Click Through
Rate (CTR) for my Ads?
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22. What’s a Good CTR for my Ads?
• It depends on your ad position, keyword selection,
and other factors.
• Lets talk about CTR benchmarks!
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23. Grade Yourself! http://www.wordstream.com/google-adwords
• Baseline your performance
• A free, instant PPC audit in
under a minute!
• Grades your AdWords
account performance based
on the 8 PPC metrics that
really matter
• Compares how you’re doing
against other accounts of
similar size (monthly spend)
www.wordstream.com/google-adwords
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24. Grade Your Click Through Rate!
www.wordstream.com/google-adwordsCONFIDENTIAL – DO NOT DISTRIBUTE 24

25. Grade Your Ads!
www.wordstream.com/google-adwords
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26. OK, so now, how do I optimize my Ads?
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27. A Common Ad Text Misconception
“Most people think they’ve tested 20 Google ads but
they really just tested 2 ads 10 different times.” – Dr.
Glenn Livingston (via Perry Marshall)
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28. What Ad Text Optimization is Not
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29. Forrest vs. Leaves
“Forrest” “Leaves”
• “Creative Stuff” • Grammar
– Your Offer – Punctuation
– Your USP
– Capitalization
– Your Guarantee
– Spelling
• “Technical Stuff”
– Campaign
Structure
– Ad Extensions Our Focus for
Today!
– (etc.)
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30. Ad Text Optimization: Creative Stuff
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31. Ad Text Example
1. Urgent
2. Unique
3. Useful
4. Ultra- Specific
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32. Example
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33. Example #1
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34. Example # 2
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35. 3 Tips on How To Figure out your USP / Offer
Ask your customers!
• What is your #1 question about ____?
• What caused you to look for ____ today?
• What would you like us to help you with today?
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36. Bob Bly’s Four U’s of Great Ads:
1. Urgent
2. Unique
3. Useful
4. Ultra- Specific
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37. Ad Text Optimization: Technical Stuff
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38. Organization impacts Click Through Rate & Quality Score
– Use specific keywords and negative keywords
– Group together closely related keywords
– Write relevant text ads and destination pages
– Repeat! (But this is actually a lot of work, so leverage software for this!)
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39. Use Specific Mid Tail Keywords
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40. Use Negative Keywords
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41. Group and Organize Your Keyword List
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42. Follow Technical Best Practices
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43. Leverage Ad Extensions – Pimp Your PPC Ads!
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44. Put it into practice
1. Capture your baseline (grade your account)
2. Identify under performing ads
3. Select one or two and replace with new copy
4. Wait…
5. Measure,
6. Repeat!!!
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45. Summary
• Successful Ad Text Optimization is a combination of
3 things:
– Communicating your USP/Offer/Guarantee in a way
that stands out in a big way!
– Using all the technical best practices, like keyword
selection, segmentation, and use of advanced
features like ad extensions.
– Build it into your process!
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46. Best Practices for A/B testing
Landing Pages
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47. What ALL Good Landing Pages Have
1.) Headline 3.) Value
Buy Xena Warrior Princess Chakram
2.) Demonstration
4.) Support
Wow! The free shipping got her in two days!
- Happy McCustomer
5.) Action
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48. What That Might Look Like
1. Unique value proposition in a
concise headline
2. Image/video showing context
of use
3. Core benefit statement
4. Request for data (and fair
value item in exchange)
5. Strong Call to Action
6. Trust elements
7. Social Sharing Devices
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49. Start With Brainstorming
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50. Then Design
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51. Include Everything Anyone Could Want

52. Refine

53. Test
Base Variations

54. Celebrate?!
Base -20% -32% -1%

55. Now What?!
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56. Call In The Reserves

57. Brainstorm
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58. Redeploy

59. Okay, Now Celebrate!
Base 25% -1% 31%

60. Content Test
Base Medium Short

61. Headline Test
Base
VS.

62. Button CTA Test
Base
VS.
VS.
No Button

63. Generation 3
27% 35% 74%
Base Conversion: 10% Final Conversion: 17.4%

64. The Process
Things to Test Phase One
 Headline  Brainstorm Content
 Call to Action  Design and Write
 Large Images  Create More Content Than You Need
 Length of Content  Create Control Page
 Create Variations
 Test
Phase 2 and On
 Analyze Your Results
 Choose New Control
 Revise Variations
 Test Again
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66. Special Offers
• Unbounce
– 30 day free trial
– 50% off for 3 months with promo code
WSwebinar503
– Get started at http://try.unbounce.com/with-
wordstream/
• WordStream
– Grade your account
– Then get a free account assessment with one of our
Search experts
– We’ll help you identify missed opportunities and more
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67. Your Questions
Thank you for attending Unbounce and WordStream’s webinar on:
How to Use Killer Landing Pages to Get Better PPC Results.
#wsppcabtests
Evaluate your text ads today!
http://www.wordstream.com/google-adwords
Learn more about Unbounce:
http://try.unbounce.com/with-wordstream
Or contact us directly:
Carlos del Rio
carlos@unbounce.com
Larry Kim
lkim@wordstream.com
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