Optimizing paid search marketing for ads landing pages and websites

© 2007-2013 WiderFunnel Marketing Inc. | widerfunnel.com Tweet this: @chrisgoward #CRO

How to optimize your paid search marketing

Plus a free offer...

Chris Goward Founder & CEO WiderFunnel @chrisgoward


•  Conversion Rate Optimization –  Strategy, design, copywriting & testing –  Landing Page Optimization

•  Advanced optimization for complex businesses

•  Conversion rate lift of 10% to 750% for every retainer client

The Conversion Optimization Agency


Principle 1: “Best Practices” are dead

Don’t just take our advice. Test it.


Tips and “Best Practices” Miss Your Unique Context


Runs More Tests =

Truth: Nothing Beats Testing Experience


How? Create Powerful Hypotheses


Clients globally: US, UK, Canada, Spain, Sweden, Israel, Australia, Japan

These Frameworks Work in All Industries


(Note: For more, search “WiderFunnel Lift”)

TM

Relevance Clarity

Anxiety Distraction

Urgency

Knowing what to test: Using the LIFT™Model


The LIFT Analysis

Provider of playable game demos for game retailers Ads on e-commerce site needed more demo plays

Game Logo


Clarity: Design does not look clickable

Clarity: Color blends in to the background

Clarity: The hover state is too subtle

Distraction: The graphic overpowers the messaging

Clarity: Not clear that it’s a demo vs. game option

Clarity: No social proof

Clarity: Shape leads to banner blindness

Clarity: How to play “In your browser” is unclear

The LIFT Analysis

Game Logo


The banner should integrate with the page, look less like an “ad”

The “Big Idea”

Game Logo


A

B

vs.

C

vs.

Game

Game

Which Challenger Won?

Game Logo


75% Demo Play

Conversion Rate Lift!

Game

Controlled Test Result


Principle 2: Focus on Your Value Proposition



What is your most important leading message?

Highest Quality Best Service

•  Most RAM •  Shiniest screen •  Cleanest offices •  Best-looking waiters •  Convenient locations •  Fastest shipping •  Free shipping •  Lifetime warranty •  More colours •  Mac Compatible •  Quietest running •  Plushest fur •  Etc.


Principle 3: Synchronize Your Funnel


Awareness Activity

Organic

SearchOther

DirectResponse

Ads

DirectResponse

Social

ProductDetailPages

Category

PagesAbout

UsPricing Content

Referral Email Affiliate

Channel

Conversion

Funnel

Landing Pages

Call- to -Action

Sales Conversion

Post-Purchase

301302/ Ch00 !g 00 F01000.eps 10/02/12 rs


Insurer #1 Insurer #2 Insurer #3 Insurer #4

Insurer #1 Insurer #2 Insurer #3 Insurer #4

Full funnel: Maximum conversion optimization

Ad testing: Testing tips & tricks only

Ad & Landing page: Testing new value proposition


Remember

Principle 1 – “Best Practices” are dead You Should Test That!

Principle 2 – Focus on your Value Proposition What is your best leading message?

Principle 3 – Synchronize Your Funnel Test your entire experience


WiderFunnel’s Optimization System

1.  Where to Test? We build your Kaizen Plan

–  Business Discovery –  Heuristic Analysis –  Web Analytics

2.  What to Test? We perform LIFT analyses on key pages

–  WiderFunnel LIFT Model ™ –  Experiment Insights

3.  How to Test? We run your Funnel Experiments™

–  The 7-Step, full service, continuous improvement testing cycle


Interested in a Free Conversion Page Evaluation? •  10 time slots are available for session attendees

•  Scheduled on a first-come, first-served basis

To Qualify:

1.  Email: [email protected]

2.  Tell us the URL of the web page you’d like evaluated

3.  Minimum 30,000 unique visitors per month

Free Offer: Custom Web Page Evaluation


You Should Test That!

Sign up for a free chapter: YouShouldTestThat.com


•  Conversion Rate Optimization –  Strategy, design, copywriting & testing –  Landing Page Optimization

•  Advanced optimization for complex businesses

•  Conversion rate lift of 10% to 750% for every retainer client

•  Get more information at http://www.widerfunnel.com

•  Connect with us: –  Twitter: @widerfunnel & @chrisgoward –  Google+: http://bit.ly/widerfunnelplus –  Facebook: https://www.facebook.com/widerfunnel –  Blog: http://www.widerfunnel.com/blog

The Conversion Optimization Agency

Optimizing paid search marketing for ads landing pages and websites

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