Master Class: Secrets To A Cohesive PPC Campaign

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Master Class:Secrets To A Cohesive PPC Campaign

#thinkppc

Presenters

• Siddharth Deswal

– First Marketer at Visual Website Optimizer

– @SiddharthDeswal

• Roopa Carpenter

– CRO Manager at Hanapin Marketing.

– @roopacarpenter

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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?

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A. Less than 1 year

B. 1-3 years

C. 3-5 years

D. 5+ years

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How do you manage your account(s)?

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a) I manage it myself.

b) I’m part of a team that manages it.

c) I outsource my account management.

d) I’m rethinking how my account is managed.

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Congruency Matters

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Congruency Definition

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Congruency a.k.a. Message Match

How well your PPC landing page is aligned with your ad copy

Ad Landing Page

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Congruency

Why do it?

- Henneke Duistermaat

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Congruency

Your Landing Page Needs to Live Up to the

Promise

Create a smooth experience for users as they go from

performing a search → clicking on ad → interacting with

website

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Meeting Expectations

Search Term: Samsung TVs

Ad copy meets expectations

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Stinky Little Harbor

NOT SAMSUNG

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How to Analyze Your

PPC Strategy

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Congruent Design Scoresheet

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● Use your top keyword to find the corresponding ad and

landing page, this is the best place to start!

● Score each section with a 0, 1, or 2○ 0: no relevance, lacking an element, needs much improvement

○ 1: some relevance, needs some refining/tweaking

○ 2: excellent, very relevant to ad, needs little to no improvement

● Make sure your primary goal remains your focus.

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Headline:

A great message match!

Subhead:

If a subhead is present, does

it tell us about the product or

offer? Does it reinforce the

message? Does it offer a

feature or benefit?

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Example: Control

= Bad Message Match

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Example: Test

= Great Message Match

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Results:

= 22.83% increase in

conversion rate

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Example: Control

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Example: Test Page

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Results:

= 126% improvement in Contact Us

conversion rate

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Intro:

Solid info, providing further

information to lead to a

conversion

Bullets:

Benefits! Features!

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Example: Control Page

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Example: Test Page

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Results:

= 35.4% improvement in lead conversion rate

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Testimonial: Is it believable?

● Specific

● Compelling

● Personal

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Example: Control Page

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Example: Test Page

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Example: Test Page

= 61% improvement in application conversion rate

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Congruency Analysis -

Good Example

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Goal = Free Trial

Score each section with a 0, 1, or 2● 0: no relevance, lacking an element, needs

much improvement

● 1: some relevance, needs some

refining/tweaking

● 2: excellent, very relevant to ad, needs

little to no improvement

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Goal = Free Trial

Score = 20/24

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Congruency Analysis -

Not So Good Example

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Goal = Free Trial

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No pictures, but names are given. Not specific. Warning about results.

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Goal = Free Trial

Score = 3/24

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SOMETHING ELSE TO

CONSIDER:

THE PPC FUNNEL

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Funnel Intent to the Right LP

Not all keywords have the same level of intent

● tv vs. Samsung tv reviews vs. buy Samsung 42 inch tv.

● Types of intent: General, Research, Purchase

Purchase Intent:

● Is the most important

● Lower volume and highly competitive

● May include size, color, model specifics, or price qualifiers

in the keyword

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Funnel Intent to the Right LP

General and Research Intent

● These may lead to the initial visit to the site but the

conversion may occur on a subsequent visit through a

different search query

Understanding these intents will allow you to manage

these keywords differently in your PPC campaigns

● Consider having keywords of different intent leading to

separate landing pages.

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Search for Garcinia Cambogia Reviews

● This landing page is not aligned with user intent (someone looking for

reviews)

● This can be perceived as too high of a commitment

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Search for Garcinia Cambogia Reviews

● This landing page matches user

intent

● There is a low commitment (soft

sell) through the “Learn More or

Buy” links

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Key Takeaway:

TEST

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How much do you know about A/B testing?

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a) I’ve never heard of it.

b) I just know about the concept.

c) I have run a few tests.

d) I regularly run tests on my website/landing pages.

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Why?

TEST

Control:

Test Variations:

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This is Why!

TEST

Control Conv. Rate: 9.08%

Test - Learn How Conv. Rate: 5.88%

Test - Further Your Career: 7.00%

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Analysis of a PPC Landing Page

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Context of searching for “health checkup”

● Single male between 25 to 30 years old

● Sedentary lifestyle, concerned about general fitness

● Prefer to pay online instead of dealing in cash/credit

● Don’t want to commit to anything before I know of all my

options

● Want as much information about my health as possible

● Am transactional in nature, i.e. want to know upfront what

I pay and what I get in return

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Social proof Key concern addressed

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Analysis of a PPC Campaign

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a.) FREE Solutions Blueprint from Hanapin

(for accounts spending more than 20K/mo)

b.) FREE two month account of VWO (with 10,000 visitor testing quota)

c.) Both

d.) No Thanks

Would you like help with your PPC accounts

and management? I’m interested in:

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Live Q&A Time!

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Have more questions?

Thank you for attending our webinar! #thinkppc

• Contact us Directly:

» Hanapin Feedback: [email protected]

VWO Feedback: [email protected]

mailto:[email protected]

mailto:[email protected]

Master Class: Secrets To A Cohesive PPC Campaign

Marketing

Transcript of Master Class: Secrets To A Cohesive PPC Campaign