The "Happy Juice" Principle: Marketing that Captures and Converts [Webinar]

The Happy Juice Principle:

Marketing That Captures & Converts

Brought to you by:

www.wordstream.com/learn

Webinar

Perry Marshall

Founder, Perry S. Marshall & Associates

Amber Stevens

Director of Marketing, WordStream

Go straight to the front of the class with

WordStream's PPC University.

You'll learn how to master pay-per-click

advertising and Google AdWords in

three guided courses, from PPC 101 to

Advanced PPC, plus webinars, white

papers, and free tools to help you

along the way.

Want to get smart in PPC?


Brought to you by PPC University

Include the hashtag

#wordstream

Take Part In Real Time

Perry Marshall

� Author of a best selling book, ‘The Ultimate Guide to Google AdWords’ and ‘80/20 Sales and Marketing’

� Most quoted consultant on Google advertising

� Founder of Perry S. Marshall & Associates, focused on helping marketers and business owners work smarter

Meet The Experts

Amber Stevens

� 10 years of Online Marketing Wizardry

� Worked at Boston based start-ups; Unica, Eloqua, SnapApp and… WordStream!

� Fascinated by people and how they behave

� Knows a secret technique that will put a lobster to sleep

Meet The Experts

� Search Marketing software company founded

in 2007 located in Boston, MA

� #184 fastest growing private company in the

US

� Winner of best Customer Engagement Driver

Award from MITX

� Helping 1,000’s of Businesses with:

o PPC Advisor (PPC Management Platform) o The Free AdWords Performance Gradero The Free AdWords Landing Page Gradero Expert PPC Management Services

About WordStream

� What The ‘Happy Juice Principle’ Is

� Why You NEED Happy Juice in Your Sales and

Marketing

� How You Can Apply The Happy Juice Principle to:

� Paid Search

� Content/Inbound Marketing

� Email Marketing

� Q&A: Send us your questions!

Today’s Agenda

Let’s Learn a Little

About You…

a) There is only “i” in this Team

b) 2 people

c) 3-5 people

d) More Than 5 people

Poll Question #1: How Many People Are On Your Marketing Team?

a) Always!

b) Sometimes

c) Pretty Infrequently

d) Never

Poll Question #2: How Often Are You Testing Messaging/Offers?

What Is The Happy Juice Principle?

What Is The Happy Juice Principle?

Optimization Testing

PersonaMapping

IntentMessagingNeed/WantExperience

This Is NOT The Happy Juice Principle

This is an

A/B Test

Happy Juice in Action!

I LOVE this stuff!

We’re Always Learning…

Things We’re Proud Of!

� Increased Website Visitors by 116%

� 2X Sales Qualified Leads

�Hockey Stick Revenue Growth

Getting Started Mapping Your Buyer

� Pick Up the Phone

� Send a Survey

� Collect Information as They Engage

�Use Free Tools!

The WordStream Blog

If You Write It, Will They Come?

Check the Competition

Measure The Impact

Ranked

#2

WordStream’s PPC & Re-Marketing Program

Believe in the Query Fairy

Getting More Clicks

34% More

Clicks!

Providing the Right Context

www.wordstream.com/google-adwords

Reducing Friction & Building Trust

86%

Improvement

in Lead

Capture

One Size Fits All?

A Personal Approach

Welcome – Agency1) “Welcome to WordStream – We Love Agencies!”

2) “Welcome <First Name>, See Why Agencies Love WordStream”

Welcome – Advertiser1) “Let’s Make PPC Your BFF” 2) “<First Name>, Have No Fear - WordStream’s Here

General Agency Personal Adv. Personal

Open 28% 49.55% 30.2%

Click Thru 5% 8.85% 5.3%

77%

76%

Why Open Rate Matters

Sent

Open

Leads!

30%

8.5%

10,000

3,000

255

50%

8.5%

10,000

5,000

42567% More

Leads

� People Only Skim – They Don’t Read

� Use FEW or LOTS of Superlative's

� None: “27 Ways to Train a Dog”

� 1: “The 27 Worst Ways to Train a Dog”

� 4: “The 27 Worst and Stupidest Ways Ever to

Train a Perfect Dog”

� Negative Superlatives Work Best

� Use a Number in the Title

� Address The Reader Directly

� People HATE Questions

� Sentence Case Capitalization Is Preferred

Headline Tips from Pro’s

Credit: Courtney Seiter @Moz

Mozinar: ‘The Science of Writing Must-Click

Headlines for Social Media’

Headline Tips from Pro’s

Credit: Courtney Seiter @Moz

Mozinar: ‘The Science of Writing Must-Click

Headlines for Social Media’

�With SEO, Understand Intent &

Check the Competition

�With Paid Search, Believe in the

Query Fairy & Apply Offline

Research

�With Email, Get Personal and

Don’t Underestimate the Power of

a GREAT Subject Line

What’ve We Learned?

�Get In Their Heads

�Map Your Buyer Profile

�Understand Intentions

�Test, test, test

�Write LOTS of Headlines

�Content Must Amaze…Always

�Crawl, Walk, Run

Happiness Is Hard Work…

A. FREE live demo of WordStream’s 20-Minute PPC

Work Week

B. FREE 1-on-1 AdWords Grader walk-through with a

PPC expert

C. Nothing at the moment

Special Offers! Would You Like…

Brought to you by:


Webinar

THANK YOU!Benchmark your AdWords account today!

www.wordstream.com/google-adwords

Questions? 855.967.3787

Perry Marshall

Founder, Perry S. Marshall & Associates

Amber Stevens

Director of Marketing, WordStream