Ppc for conversion

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PPC for Conversions
Jeff Loquist
Director of Optimization

Who We Are?
Jeff Loquist
Director of Optimization
LinkedIn:
www.linkedin.com/in/jeffloquist/

• The Importance of Consistency
• The Right Keywords
• The Right Ads
• The Right Landing Pages
• The Art of Disqualification
Agenda

The Importance of Consistency

So…
You have a business.

You have a great product
a competitive price
a beautiful website
and you’re driving traffic

So…
What’s the problem?

Chances are
You are not connecting
with your customer.
To do this…

You need the right keywords
You need the right ads
You need the right landing page

The Right Keywords

The Right Keywords
Let’s say you sell dog toys for rambunctious dogs.

The Right Keywords
You want to reach as many people as
possible.
So you bid on things like “dog toys”
And “pet toys”
And “toys for dogs”
You get a LOT of traffic, but few conversions.

The Right Keywords
You may be using keywords too broad for your niche.

The Right Keywords
Think about your customers needs.
Better is “indestructible dog toys”
And “tough dog toys”
And “unbreakable toys for dogs”
You get targeted traffic specific to your
market.

The Right Keywords
Narrow your focus to keywords that matter.
1. Dig Into Your Analytics
2. Use keyword tools
3. Look for Patterns
4. Think long-tail
5. Use negatives

The Right Keywords
Volume Isn’t Everything.
Dog toys
Volume: 65,000
Traffic: 2,500
Conv. Rate: 0.5%
Indestructible dog toys
Volume: 14,800
Traffic: 750
Conv. Rate: 3.5%

The Right Keywords
Volume Isn’t Everything.
13 orders 27 orders
Dog toys
Volume: 65,000
Traffic: 2,500
Conv. Rate: 0.5%
Indestructible dog toys
Volume: 14,800
Traffic: 750
Conv. Rate: 3.5%

The Right Keywords
Always think quality over quantity.

The Right Ads

The Right Ads
Picking keywords is only 1/3 of the battle.

The Right Ads
The Right Ad Should:
• Mirror the User’s Objective
• Appeal to the User’s Desires or Needs
• Acknowledge Pain Points (Emotional Triggers)
• Focus on Solutions – Not Just Benefits
• Entice the User with a Solution

The Right Ads
Ad Copy for Conversion:
• Include keywords in ad copy and headline
• Dynamic keyword insertion
• Use all available space
• Maximize ad extensions
• Make sure copy matches user intent AND landing page
experience
• Include information about the offer
• Use natural language that sells – not just benefits

The Right Ads
Dynamic Keyword Insertion (DKI).
• Automatically inserts the search query into the ad text
• Must be less than max characters for the line of ad
• To Use DKI (search query: indestructible dog toy):
• {keyword:Rugged Dog Toy} = indestructible dog toy
• {Keyword:Rugged Dog Toy} = Indestructible dog toy
• {KeyWord:Rugged Dog Toy} = Indestructible Dog Toy

The Right Ads
Ad Extensions
• Sitelinks
• Callout Extensions
• Location extensions
• Call Extensions
• Structured Snippets
• Promotion
• Lead Form - NEW

The Right Ads
Ad Extensions
• Sitelinks
• Callout Extensions
• Location extensions
• Call Extensions (on mobile)
• Structured Snippets
• Promotion
• Lead Form - NEW

The Right Ads
Ad Copy for Conversion:
• Include keywords in ad copy and headline
• Dynamic keyword insertion
• Use all available space
• Maximize ad extensions
• Make sure ad copy matches user intent AND landing page
experience
• Include information about the offer
• Use natural language that sells – not just benefits

The Right Landing Pages

The Right Landing Page
The Right Landing Page Should:
• Match user intent
• Keep the promise of the ad message
• Include a single, clear Call-to-action
• Keep the key message above the fold
• Build trust for the user

A tale of two pages.

Westpaw

Match User Intent

Keep the promise of the ad message.

Include a single, clear call-to-action.

Keep the key message above the fold.

Build trust with the user.

Bark Box

Include a clear call-to-action.

Build trust for the user.

The Art of Disqualification

Disqualifying people is as important –
if not more important –
as qualifying people.

At the keyword level:
• Search queries – are you only using heavily targeted terms
that your ideal customer would utilize?
• Placements – where are your ads showing up?
• Demographics and audience segments – do they make sense
for your ideal customer?

At the Ad Level:
• Look at messaging, imagery, and calls-to-action
• Be up-front with price and offering
• If you are high-end, make sure people know it at the ad
level
• Be honest with messaging

At the landing page:
• Craft your content towards your target
• Tell people EXACTLY who your product/service is for
• Make the form short and sweet so more people fill in, but
ask important questions

Free Offer
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Ppc for conversion

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