In case you missed Janet Driscoll Miller's presentation for the Online Marketing Institute on 9/5/12, learn about how to maximize your conversions from PPC advertising, from ad copy to landing pages to testing.

1. PPC Strategies for Higher
Conversions
Janet Driscoll Miller
President and CEO
Search Mojo

2. Agenda
• Improving ad performance
• “Keeping the promise”
• Landing pages
• ABT: Always Be Testing!

3. About Me
• 14 years in search
marketing
• President and CEO of
Search Mojo
• Online Marketing
Summit, SMX, Pubcon
and others
• Search Insider and other
blogs

4. IMPROVING AD
PERFORMANCE

5. Ad Copy Best Practices
• Try to include the keyword in
your copy or headline
• Use the space available
• Watch for awkward
line breaks
• Include info about the offer
– Example: Free trial
• Remember that the ad copy’s
goal is: DRIVE CLICKS

6. Ad Copy Best Practices
• Try to include the keyword in
your copy or headline
• Use the space available
• Watch for awkward
line breaks
• Include info about the offer
– Example: Free trial
• Remember that the ad copy’s
goal is: DRIVE CLICKS

7. Ad Copy Best Practices
• Try to include the keyword in
your copy or headline
• Use the space available
• Watch for awkward
line breaks
• Include info about the offer
– Example: Free trial
• Remember that the ad copy’s
goal is: DRIVE CLICKS

8. Ad Copy Best Practices
• Try to include the keyword in
your copy or headline
• Use the space available
• Watch for awkward
line breaks
• Include info about the offer
– Example: Free trial
• Remember that the ad copy’s
goal is: DRIVE CLICKS

9. Dynamic Keyword Insertion (DKI)
• Automatically inserts the keyword (or version) that the searcher
queried into your ad
• To use DKI:
– {keyword:default text}
– Example: {keyword:hello kitty}
• http://support.google.com/adwords/bin/answer.py?hl=en&answer=2
454041&from=74996&rd=1

10. Extending Your Ad
• Location Extensions
• Ad Sitelinks
• Call Extensions
• Social Extensions
• New Beta: Form Ad Extensions

11. Extending Your Ad
• Location Extensions
• Ad Sitelinks
• Call Extensions
• Social Extensions
• New Beta: Form Ad Extensions

12. Extending Your Ad
• Location Extensions
• Ad Sitelinks
• Call Extensions
• Social Extensions
• New Beta: Form Ad Extensions

13. Extending Your Ad
• Location Extensions
• Ad Sitelinks
• Call Extensions
• Social Extensions
• New Beta: Form Ad Extensions

14. Extending Your Ad
• Location Extensions
• Ad Sitelinks
• Call Extensions
• Social Extensions
• New Beta: Form Ad Extensions

15. KEEPING THE PROMISE

16. What does that mean?
• Keyword and ad should match
• Ad message and landing page message
should match
• Consistency in the message across
keyword, ad and landing page

21. Dynamic Keyword Insertion (DKI)
• Often messes up the promise!
• Common issue with online retailers
– So much inventory – can be tough to
personalize properly

26. LANDING PAGES

27. What Is a Landing Page?
• Destination page of pay-per-click
(PPC) ads
• Key factor in conversion rate
Best Practice:
Create a landing page for campaigns –
don’t just use existing website pages.

28. Why Use a Landing Page?
Targeted Website Page
Average Conversion Rate: 2.40%
Website Home Page
Average Conversion Rate: 1.17%

29. Why Use a Landing Page?
OK
Website Home Page
Average Conversion Rate: 1.17%
BEST
BETTER
Targeted Website Page
Average Conversion Rate: 2.40%
Special Landing Page
Average Conversion Rate: 12.5%

30. Key Factors for a Successful
Landing Page
• “Keep the Promise”
• Include a clear call to action
• Use complementary colors to highlight
• Keep key messages “above fold”
• Don’t forget good usability
• Include trust badges

31. Consider Conversion Paths
Initial
Landing Page
Option 1 Option 2
Option1a Option1b Option 2a

32. Consider Conversion Paths
• Segmentation
– Provide specific offers to specific types of visitors
• Qualification
– Ensure that the leads you are getting are more
qualified
• Gain Partial Data Over Time
– Learn from visitors as they progress through a
conversion path
• Improved Conversion Rates

33. ABT: ALWAYS BE TESTING!

34. Testing Landing Pages
• A|B Testing
vs.
– Tests one whole page
against another
• Multivariate Testing
– Tests multiple elements
on a page vs. each
other in combinations

35. Test Using Google Analytics
• Free A|B
testing tool
now
embedded
in Google
Analytics
• Only allows
for A|B
testing

36. Things to Test
• Form on every page
• Button colors
• Words on button
• Page layout
• Headlines
• Copy
• Images
• Video

37. Key Takeaways
• Be careful with DKI.
• Above all, keep the promise!!
• Create landing pages or conversion paths
• Have a clear call to action
• Always be testing!

38. Contact Information
• Janet Driscoll Miller
• jmiller@search-mojo.com
• 800-939-5938 x101
• LinkedIn:
www.linkedin.com/in/janetdriscollmiller
• Twitter: @janetdmiller
• Facebook: www.facebook.com/SearchMojo
• Google+: Janet Driscoll Miller

39. Thank You
www.onlinemarketinginstitute.org