This webinar provided tips on improving conversion rates through paid search. It discussed setting up A/B tests without third party tools, using competitive intelligence to find insights and test hypotheses, and leveraging display, Gmail and remarketing ads. Attendees learned about measuring ad continuity, benchmarking competitors' strategies, and segmenting remarketing audiences. The presenters provided case studies and examples of strategies that increased ROI for clients through paid search optimization.

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&HOSTED BY:
Unique Ways To Improve Your
Conversion Rates Right Now

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Your Presenters
• Stephanie White
– Account Manager at Hanapin Marketing
– PPC Hero Blogger
– @StephaniePPCPro
• Jamie Smith
– CEO at Campaign Watch
– Hero Conf Speaker
– @Jamiesmithnow

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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?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Agenda
1) How can you improve continuity and user experience
2) Setting up A/B test without 3rd party tools
3) Using competitive intelligence to find insights & hypothesis
4) Gmail, Display and Remarketing ads to boost conversion
rates
5) Q&A

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Who is Jamie?
Jamie Smith
CEO, Campaign Watch
+18 years marketing experience, agency and software
+Managed over $157 million in Google and Bing Ads
+Yahoo Web Analytics 2008, sold Agency in 2013
+Speaker, Author and Entrepreneur
+Love Family, Basketball & Golf

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18 years & $100M+ in PPC management

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Lots of mistakes and learnings

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2 Metrics drive 90% of results
Cost per Click (CPC)
Conversion Rate (CR)

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Trademark Monitoring Competitive Analysis
Request a demo
prominent but color
doesn’t contrast
Value prop seems limited.
Sub headline is better
Stock photography is
distracting
Distraction

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Clear value prop
Request demo in red
Compelling sub headline
Asking for user’s info
before explaining
benefits

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Request Demo
Clear value prop
with compelling
sub headline
Image adds to the
value prop
Lots of open space
Menu allows users
to easily self
segment by
interest

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Wireframe hypothesis for designers

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Decide what to test and launch a/b test

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PPC strategy organization
Visibility
Creative
Continuity
Conversion

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Competitor Scorecard: Visibility, Ads & LP’s

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Competitive Intelligence Tools

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Landing Page Monitor
What if you could watch your competitors
A/B test their landing pages and see which
version, offers or images convert best?

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Competitor Landing Page Testing Results

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Analyze what is being tested and which
version won

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Use timeline to see Competitor Ad
Testing Results

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Which page won? Keyword “Call
Tracking Software”

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Home Page beat the Pricing Page

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Google SERP change in Feb
removed 36% first page results

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Analysis of right side ads removed:
e-commerce data

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Lead Generation: CPA up 17% since
Google SERP changes

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Conversions down 16%, CPA up
22% below 3rd position
http://www.campaignwatch.com/competitive-intelligence/case-study-on-google-serp-change-removing-36percent-of-ads/

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Examples of Continuity

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Examples of Bad Continuity, where is
the 30% off?

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“Wine Racks” Keyword, Ad Copy and
Landing Page Continuity

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Continuity from the users perspective

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Which sites for Display & Remarketing?

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Display and Remarketing Case Study

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Search, Social, Display and Remarketing Case Study

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Display and Remarketing Case Study

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Display Continuity

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Not ready for a demo? just give us
email for free report

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Facebook advertising best practices

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Facebook Case Study

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Advertising in Display
How to improve conversion rates in Display
Begin with Analytics Audience Insights
● Demographics
● Interests
● Geography
● Mobile

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Display - In-Market Interests
What are the top-level interests of your
highest converting audiences?
Audience > User Explorer > Interest > In-Market Segments (Affinity)

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Display - In-Market Interests
Consider creating tightly themed Adgroups
using top-level or sub-level In-market
interests.

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Display – Analytics Interests
Analytics > Audience > In-Market Interests

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Display – Analytics Interests
Analytics > Audience > Affinity Interests

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Display - Demographics
Demographics by Revenue
Analytics showed that most revenue came from males that were 35-
64
GenderAge

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Display Network (GDN)
Testing different Ad Group combinations
Selecting the Audience
● Interests/Affinity
Refine the interests
● Age & Gender
● Keywords

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Display Success
One client found significant ROI in Display

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Gmail Sponsored Promotions
Improve conversion rates with GSP ads
Targeting new or existing customers
● Interests
● Topics
● Keywords
● Remarketing
● Customer match
Use your Analytics Audience Insight data to find your customer’s interests.

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Gmail Sponsored Promotions
Think outside the box with GSP ads
Targeting ideas
● Competitors
● Competing products/services
● New products/services available
● Customer match (existing or previous customers)
● Remarketing
Create unique teaser messages to encourage customers to open the GSP ad.

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Gmail Sponsored Promotions
These appear in Gmail in the Promotions tab

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Gmail Sponsored Promotions
Target potential customers

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Gmail Sponsored Promotions
Remarketing users with special offers

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Gmail Sponsored Promotions
Target previous customers

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GSP Measuring Success
How do you measure success with Gmail
ads?
Statistics to monitor
● Conversions
● Gmail saves
● Gmail forwards
● Gmail clicks to websites
Bonus Tip: The stat ‘clicks’ means the user opened or ‘expanded’ the email
promotion.

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GSP Successes
In custom columns, include Gmail metrics
stats

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GSP Successes
Targeting a competitor keyword list:

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GSP Successes
Targeting a competitor keyword list:

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Gmail Sponsored Promotions
Types of Gmail ads

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Remarketing
72% of shoppers leave a site without
purchasing something, of the visitors who
return, 67% end up making a purchase
Different types of remarketing channels
● Display remarketing
● Search remarketing
● Email remarketing
● Social media remarketing
Source: DMNews.com and SearchEngineJournal.com

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Remarketing Segmentation
Create different audiences for remarketing
Break up the audience
● Visitors last 30, 60, 90, …
● Shoppers who did not convert
● Shoppers who did convert
● Visited specific page or blog post
● Use 540 day max list to target seasonal shoppers
● Product categories or Cross-selling opportunities
Creating targeted lists can increase your conversion rate and control costs.

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Remarketing Segmentation
What is your Unique Selling Proposition
(USP)
Look at your competition from your customers’ point of view
● What makes your company unique vs competitors?
● What does their landing page look like?
● What are their promotions?
● How do they package their products/services?
● What do their ads look like in search?
● How do their prices compare to yours?

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Remarketing Segmentation
In a world full of competitors, think USP
Test different remarketing messages
● Remind them about your company
● Use message to upsell or offer accessories
● Offer a free digital download with a purchase
● Free shipping or free item with purchase
● Offer a discount on their purchase
Bonus Tip: Discounts do not need to be the first remarketing message, test
other offers first.

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Would You Like An Offer?
A. Competitor Analysis & Landing Page Audit
www.campaignwatch.com/GrowthMarketing
B. Get an account analysis by the experts at
Hanapin (For accounts spending 15k+/month)
C. Both
D. No Thanks!

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Live Q&A Time!

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Thank you for attending our webinar! #thinkppc
• Contact us Directly:
» Hanapin Feedback: marketing@hanapinmarketing.com
Campaign Watch Feedback: jamie@campaignwatch.com