Unique Ways to Improve Your Conversion Rates Right Now

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Unique Ways To Improve Your Conversion Rates Right Now

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Your Presenters• Stephanie White

– Account Manager at Hanapin Marketing– PPC Hero Blogger– @StephaniePPCPro

• Jamie Smith– CEO at Campaign Watch– Hero Conf Speaker– @Jamiesmithnow

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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?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

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Agenda

1)      How can you improve continuity and user experience2)      Setting up A/B test without 3rd party tools3)      Using competitive intelligence to find insights & hypothesis4)      Gmail, Display and Remarketing ads to boost conversion rates5)      Q&A

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Who is Jamie?Jamie Smith CEO, Campaign Watch

+18 years marketing experience, agency and software+Managed over $157 million in Google and Bing Ads+Yahoo Web Analytics 2008, sold Agency in 2013+Speaker, Author and Entrepreneur +Love Family, Basketball & Golf

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18 years & $100M+ in PPC management

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Lots of mistakes and learnings

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2 Metrics drive 90% of results

Cost per Click (CPC)Conversion Rate (CR)

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Trademark Monitoring Competitive Analysis

Request a demo prominent but color doesn’t contrast

Value prop seems limited. Sub headline is better

Stock photography is distracting

Distraction

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Clear value prop

Request demo in red

Compelling sub headline

Asking for user’s info before explaining benefits

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Request Demo

Clear value prop with compelling sub headline

Image adds to the value prop

Lots of open space

Menu allows users to easily self segment by interest

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Wireframe hypothesis for designers

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Decide what to test and launch a/b test

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PPC strategy organization

Visibility

Creative

Continuity

Conversion

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Competitor Scorecard: Visibility, Ads & LP’s

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Competitive Intelligence Tools

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Landing Page Monitor

What if you could watch your competitors A/B test their landing pages and see which version, offers or images convert best?

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Competitor Landing Page Testing Results

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Analyze what is being tested and which version won

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Use timeline to see Competitor Ad Testing Results

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Which page won? Keyword “Call Tracking Software”

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Home Page beat the Pricing Page

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Google SERP change in Feb removed 36% first page results

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Analysis of right side ads removed: e-commerce data

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Lead Generation: CPA up 17% since Google SERP changes

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Conversions down 16%, CPA up 22% below 3rd position

http://www.campaignwatch.com/competitive-intelligence/case-study-on-google-serp-change-removing-36percent-of-ads/

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Examples of Continuity

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Examples of Bad Continuity, where is the 30% off?

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“Wine Racks” Keyword, Ad Copy and Landing Page Continuity

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Continuity from the users perspective

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Which sites for Display & Remarketing?

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Display and Remarketing Case Study

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Search, Social, Display and Remarketing Case Study

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Display and Remarketing Case Study

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Display Continuity

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Not ready for a demo? just give us email for free report

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Facebook advertising best practices

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Facebook Case Study

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Advertising in Display

How to improve conversion rates in Display

Begin with Analytics Audience Insights

● Demographics● Interests● Geography● Mobile

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Display - In-Market Interests

What are the top-level interests of your highest converting audiences?

Audience > User Explorer > Interest > In-Market Segments (Affinity)

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Display - In-Market Interests

Consider creating tightly themed Adgroups using top-level or sub-level In-market interests.

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Display – Analytics Interests

Analytics > Audience > In-Market Interests

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Display – Analytics Interests

Analytics > Audience > Affinity Interests

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Display - Demographics

Demographics by Revenue

Analytics showed that most revenue came from males that were 35-64

GenderAge

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Display Network (GDN)

Testing different Ad Group combinations

Selecting the Audience

● Interests/Affinity

Refine the interests● Age & Gender● Keywords

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Display Success

One client found significant ROI in Display

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Gmail Sponsored Promotions

Improve conversion rates with GSP ads

Targeting new or existing customers

● Interests● Topics● Keywords● Remarketing● Customer match

Use your Analytics Audience Insight data to find your customer’s interests.

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Gmail Sponsored Promotions

Think outside the box with GSP ads

Targeting ideas

● Competitors ● Competing products/services● New products/services available● Customer match (existing or previous customers)● Remarketing

Create unique teaser messages to encourage customers to open the GSP ad.

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Gmail Sponsored Promotions

These appear in Gmail in the Promotions tab

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Gmail Sponsored Promotions

Target potential customers

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Gmail Sponsored Promotions

Remarketing users with special offers

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Gmail Sponsored Promotions

Target previous customers

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GSP Measuring Success

How do you measure success with Gmail ads?

Statistics to monitor

● Conversions● Gmail saves● Gmail forwards● Gmail clicks to websites

Bonus Tip: The stat ‘clicks’ means the user opened or ‘expanded’ the email promotion.

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GSP Successes

In custom columns, include Gmail metrics stats

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GSP Successes

Targeting a competitor keyword list:

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GSP Successes

Targeting a competitor keyword list:

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Gmail Sponsored Promotions

Types of Gmail ads

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Remarketing

72% of shoppers leave a site without purchasing something, of the visitors who return, 67% end up making a purchaseDifferent types of remarketing channels

● Display remarketing● Search remarketing● Email remarketing● Social media remarketing

Source: DMNews.com and SearchEngineJournal.com

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Remarketing Segmentation

Create different audiences for remarketing

Break up the audience

● Visitors last 30, 60, 90, …● Shoppers who did not convert● Shoppers who did convert ● Visited specific page or blog post● Use 540 day max list to target seasonal shoppers● Product categories or Cross-selling opportunities

Creating targeted lists can increase your conversion rate and control costs.

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Remarketing Segmentation

What is your Unique Selling Proposition (USP)

Look at your competition from your customers’ point of view

● What makes your company unique vs competitors?● What does their landing page look like?● What are their promotions?● How do they package their products/services?● What do their ads look like in search?● How do their prices compare to yours?

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Remarketing Segmentation

In a world full of competitors, think USP

Test different remarketing messages

● Remind them about your company● Use message to upsell or offer accessories● Offer a free digital download with a purchase● Free shipping or free item with purchase● Offer a discount on their purchase

Bonus Tip: Discounts do not need to be the first remarketing message, test other offers first.

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Would You Like An Offer?

A. Competitor Analysis & Landing Page Audit www.campaignwatch.com/GrowthMarketing

B. Get an account analysis by the experts at Hanapin (For accounts spending 15k+/month)

C. BothD. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: marketing@hanapinmarketing.com

Campaign Watch Feedback: jamie@campaignwatch.com