10 Ways You're Using AdWords Wrong and How to Correct Those Practices

Johnathan Dane, Founder of KlientBoost

10 Ways You’re Doing AdWords Wrong and How To Fix Them May 7th, 2015

@ThueLMadsen #KISSwebinar

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.

@JohnathanDane #KISSwebinar

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

WATCH WEBINAR RECORDING NOW

Single Keyword Ad Groups

1

Single Keyword Ad Groups

Google’s advice…

Single Keyword Ad Groups

That would mean…

Single Keyword Ad Groups

But it should be…

keyword 1

keyword 2

Single Keyword Ad Groups

What happens to your CTR

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

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”

Single Keyword Ad Groups

Your new ad group structure

The ad Headline = KeywordDescription Line 1 & 2 = Benefits/Features Display URL = Keyword

The keywords +web +analytics “web analytics” [web analytics]

Single Keyword Ad Groups

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Ad Group Level Negatives

2

Ad Group Level Negatives

Killing off internal competition

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”

Ad Group Level Negatives

What it means…

Ad group = “web analytics”

Ad group level negative keywords - stripe - braintree - paypal

Ad Group Level Negatives

Search terms should look like…

Ad Group Level Negatives

See what’s holding you back

Multi Intent Keywords

3

Multi Intent Keywords

The Search Buying Cycle

Multi Intent Keywords

The Search Buying CycleThe Search Buying Cycle

Awareness Consideration Action“broken transmission” “whats my car worth” “sell my car”

The Five Ad Tests

4

The Five Ad Tests

Proximity

The Five Ad Tests

Source: ThinkWithGoogle.com

The Five Ad Tests

Proximity

Source: Hanapin

Source: Engine Ready

The Five Ad Tests

End Goals

The Five Ad Tests

End Goals

30% increase in conversions

The Five Ad Tests

Countdowns

32% CTR boost & 3% conv/rate improvement

The Five Ad Tests

Specificity

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The Five Ad Tests

Specificity

88% CTR boost & 23% conv/rate improvement

The Five Ad Tests

Timeliness

217% CTR boost & 23% conv/rate improvement

Aggressive Ad Testing

5

The Five Ad Tests

On AdWords ad testing

“Tiny changes usually equal tiny improvements. Add some spice!”

— Johnathan Dane, Founder of KlientBoost

How You Test Ads

Get Aggressive!

How You Test Ads

Isolate and label

Headline

Display URL

Description 1

Description 2

How You Test Ads

Let time pass, then filter

How You Test Ads

Results?

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

Insane Importance of Design

How fast do people judge you?

Insane Importance of Design

Visual & Aesthetic Judgement

Research at GoogleInternational Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811

|——————————————|1 full second

50 ms = 0.05 second

Insane Importance of Design

Insane Importance of Design

Insane Importance of Design

Insane Importance of Design

Insane Importance of Design

Boring design

Insane Importance of Design

Details ma!er!

53% increase in conversion rates

Insane Importance of Design

But design is hella subjective

Insane Importance of Design

peek.usertesting.com

Insane Important of Design

Insane Importance of Design

8

Multi Step Landing Pages

Multi Step Landing Pages

Single step landing pages are threatening

Multi Step Landing Pages

Multi Step Landing Pages

Multi Step Landing Pages

Multi step micro commitments

311% conversion rate+ | 74% conversions+ | 73% cost-

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

9

Your Landing Page Offer

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

Your Landing Page Offer

A lot more valuable than your competitors

Make your offer…

A lot less threatening than your competitors

- or -

Your Landing Page Offer

An AdWords example…

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.

Your Landing Page Offer

But what has even less friction?

10

The Price Focus CTA

The Price Focus CTA

There’s an elephantin the room…

The Price Focus CTA

Conversion rates Doubled

The Price Focus CTA

Struggling with CTA ideas?

Get Pricing & More Info

The Price Focus CTA32 New Hacks To Get MorePhone Leads With AdWords & CRO

kboo.st/kiss-phone

(60 pages deep!)

The Price Focus CTA

[email protected]

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Questions?

Johnathan Dane Founder

KlientBoost @JohnathanDane

Thue Madsen Marketing Operations

KISSmetrics @ThueLMadsen