Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers.
1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
Single Keyword Ad Groups 1
Google’s advice…
That would mean…
But it should be… keyword 1 keyword 2
What happens to your CTR
Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = lower cost per conversion.
Your new ad group structure =
Ad Group Level Negatives 2
Killing off internal competition
What it means… Ad group = “web analytics” Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
What it means… Ad group = “web analytics” Ad group level negative keywords - stripe - braintree - paypal
Search terms should look like…
See what’s holding you back
Multi Intent Keywords 3
The Search Buying Cycle
Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests 4
Proximity
Source: ThinkWithGoogle.com
Proximity Source: Hanapin Source: Engine Ready
30% increase in conversions
Countdowns 32% CTR boost & 3% conv/rate improvement
Specificity How to Get 6,312 Subscribers to Your Business Blog in One Day How to Get Over 6,000 Subscribers to Your Business Blog in One Day How to Get a Torrent of Subscribers to Your Business Blog in One Day
Specificity 88% CTR boost & 23% conv/rate improvement
Timeliness 217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing 5
Get Aggressive!
Isolate and label Headline Display URL Description 1 Description 2
Let time pass, then filter
GetDataDriven.com/ab-significance-test
6 AdWords is Just Your Carrot
“Cats are your customers, AdWords is your laser pointer”
7 Insane Importance of Design
How fast do people judge you?
Visual & Aesthetic Judgement Research at Google International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
Insane Important of Design 6
8 Multi Step Landing Pages
Single step landing pages are threatening
9 Your Landing Page Offer
Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.” — Peep Laja, CRO Expert at ConversionXL
A lot more valuable than your competitors Make your offer
10 The Price Focus CTA
Struggling with CTA ideas? Get Pricing & More Info
32 New Hacks To Get More Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
The Price Focus CTA landingpages@klientboost.com
3. Thue Madsen - KISSmetrics - @ThueLMadsen
Thue is the KISSmetrics Webinar Wizard and Marketing Ops
Specialist. Before joining forces with KISSmetrics, he was a
Ly driver in SF, which is also how he ended up as a
KISSmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him fishing
and hiking in the Sierras.
Johnathan Dane - KlientBoost - @JohnathanDane
Johnathan is the founder of KlientBoost, a no-nonsense,
creative kick-ass PPC agency that hustles for results & ROI.
He’s been named the 2015 “Conversion Marketer To Watch” by
Unbounce’s readers and has a pre y impressive hat collection.
5. What You’re Gonna Learn…
1) Single Keyword Ad Groups
2) Ad Group Level Negatives
3) Multi Intent Keywords
4) The Five Ad Tests
5) Aggressive Ad Testing
6) AdWords is Your Carrot
7) Insane Importance of Design
8) Multi Step Landing Pages
9) Your Landing Page Offer
10) The Price Focus CTA
12. Single Keyword Ad Groups
Why performance improves…
“Higher search-to-ad relevancy = higher CTR =
higher quality scores = lower cpc =
lower cost per conversion.”
— Johnathan Dane, Founder of KlientBoost
13. Single Keyword Ad Groups
Your new ad group structure
Ad group = “web analytics”
Ad group = “web analytics stripe”
Ad group = “web analytics braintree”
Ad group = “web analytics paypal”
14. Single Keyword Ad Groups
Your new ad group structure
The ad
Headline = Keyword
Description Line 1 & 2 = Benefits/Features
Display URL = Keyword
The keywords
+web +analytics
“web analytics”
[web analytics]
18. Ad Group Level Negatives
Killing off internal competition
19. Ad Group Level Negatives
What it means…
Ad group = “web analytics”
Ad group = “web analytics stripe”
Ad group = “web analytics braintree”
Ad group = “web analytics paypal”
20. Ad Group Level Negatives
What it means…
Ad group = “web analytics”
Ad group level negative keywords
- stripe
- braintree
- paypal
25. Multi Intent Keywords
The Search Buying CycleThe Search Buying Cycle
Awareness Consideration Action
“broken transmission” “whats my car worth” “sell my car”
31. The Five Ad Tests
End Goals
30% increase in conversions
32. The Five Ad Tests
Countdowns
32% CTR boost & 3% conv/rate improvement
33. The Five Ad Tests
Specificity
How to Get 6,312 Subscribers
to Your Business Blog in One Day
How to Get Over 6,000 Subscribers
to Your Business Blog in One Day
How to Get a Torrent of Subscribers
to Your Business Blog in One Day
34. The Five Ad Tests
Specificity
88% CTR boost & 23% conv/rate improvement
35. The Five Ad Tests
Timeliness
217% CTR boost & 23% conv/rate improvement
46. Insane Importance of Design
Visual & Aesthetic Judgement
Research at Google
International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811
|——————————————|
1 full second
50 ms = 0.05 second
61. Multi Step Landing Pages
Multi step micro commitments
311% conversion rate+ | 74% conversions+ | 73% cost-
62. Multi Step Landing Pages
Ideas!
First step = least threatening question
Middle steps = progressively more threatening
Last step = contact info (most threatening)
“Start step one with a carrot question.
Zip code, employee count, time frame, etc..”
— Johnathan Dane, Founder of KlientBoost
64. Your Landing Page Offer
Conversion Rate Optimization 101
“What makes a good value proposition? An offer
that’s differentiated from your competitors.”
— Peep Laja, CRO Expert at ConversionXL
65. Your Landing Page Offer
A lot more valuable than your competitors
Make your offer…
A lot less threatening than your competitors
- or -
67. Your Landing Page Offer
AdWords audits & evaluations
1) Your goals?
2) Your customers?
1) Leads or sales?
2) Monthly ad budget?
3) Your site?
1) Name?
2) Email?
3) Phone?
vs.