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Going Deeper KEY TERMS PPC LPO Landing page Pay per click is the most common ad optimization refers to model, where ads CPA improving your landing CRO are paid for per page to increase each click. conversions, sales, or leads. Cost per Conversion rate acquisition is the optimization is similar amount you’re to landing page paying per sale or optimization, but per conversion. focuses speciﬁcally on how you’re going to get the desired conversion from that click. CPC Impression Share Cost per click is This metric the amount an measures how many advertiser pays relevant keyword per click. searches your ad KPI appears in. Key performance CTR indicators are metrics that your optimization Click through rate is efforts are gauged the percentage of against to measure people who click on success. your ads when they appear in a search. ROI LPO Return on investment means, Landing page how much did you optimization refers to earn for every dollar your ability to you spent? Your increase conversions, goal is to work leads or sales from towards a positive your landing page. ROI. AD WRITING You’ve written your ﬁrst text ad, your goal now is to diversify and create a series of ads that will be relevant to different iterations of your keyword. An easy way to do this is create your ﬁrst concatenation worksheet to build out text ad copy using Excel. Concatenation is a lesser utilized function in excel that will allow you to build out keyword phrases by combining columns. Column A can represent a variety of descriptive words, colors, seasons, model numbers, size, style, ﬁt... it depends on the product or service you’re selling. This is an easy way to populate and diversify your keywords. QUICK TIP When writing your ad, pay close attention to the display preview on the righthand side. This will give you an idea of how your ad will looks to potential customers. EDITORIAL GUIDELINES If you’re going to be using AdWords regularly, get something unrelated to football, such as ﬂowers, to know their policies. Google expects you to get your ad will be taken down. familiar with their regulations, and your ability to advertise will be compromised if you don’t. Remember, the people most likely to ﬂag you for being inappropriate is your competitors. They They will not stop you from entering anything in will be keeping an eye on you, and will not let you the ad box, but if your ad is ﬂagged or taken get away with ads that are falsely boosting your down, it will hurt your account and your quality impressions. score. Never ever use high-ranking keywords if they aren’t clearly related to what you’re advertising . It may brieﬂy bring you a few more impressions, but you’re going to be swiftly ﬂagged and removed. For example, if you bid on the keyword “NFL” around the time of the Super Bowl to advertise BEST PRACTICES 1) Title and Description The resource I recommend to keep up with changing AdWords policies is the ofﬁcial Be sure to insert the keyword you’re Inside AdWords blog, which is maintained by using in both your title and Google themselves. description. This increases you click- through rate because the keyword will There is a lot of information about all forms be bolded. of advertising, as well as changes in their policies. Here are a couple tips for easily boosting your click-through rate without 2) Dynamic Keyword Insertion violating any Google policies: Turn on dynamic keyword insertion; this option means that whatever the viewers type in the search engine will actually be inserted in the ad, within certain parameters. In your ad they will literally see just what they were searching for! SPLIT TESTING Split testing is a way of optimizing because this has combinations of ads and landing pages, by been proven to be splitting trafﬁc between two groups and the most effective assessing which performs better. way to increase conversion. Be The key to split testing is to make one small mindful when split testing, change, so that you can more easily track however, that the landing pages remain what’s leading to the positive results. For congruent and convey the same message. example, keep the same keyword, the same description 1 and 2, but change the title. A lot of the changes that end up being the most effective will feel counter-intuitive, so You can always keep iterating the successful remember to stay open minded and ABT variations until you hone in on the highest (always be testing!) performing ads. It’s important to have an ad in combination with a landing page, PRO TIP Check out Copyblogger for a good collection of examples and case studies on split testing. TESTING TOOL: UNBOUNCE Unbounce is a great resource for building and testing landing pages. It will even allow you to test landing pages that have already been built against other options, to ensure they’re fulling optimized. It also has a great 12 Step Landing Page Rehab Program that allows you to easily analyze and improve a landing page that already exists. 7 ELEMENTS OF A WINNING LANDING PAGE 1) Unique Selling Proposition Your title needs to be front and center. It should be very clear about what you are selling, and why the user is there. 6) The Backup Plan 2) Beneﬁts If the user doesn’t interact with you, you can leave in a little reminder that encourages Why are others using your product or service? them to bookmark the page. They may not What does it offer over competitors? Is it purchase now, but include a tagline that will cheaper, easier to use, smaller, faster? lodge your product in the back of their mind until they are ready to buy. 3) The Hero Shot 7) Call to Action The hero shot will grab people’s attention, and take up the prime real estate on your website. The The call to action is the most important part, it golden triangle is an area on the top and left area facilitates the sale. Be speciﬁc about what you of a webpage that is most viewed. Our eyes want the user to do. Click Here, Get Started, naturally scan from the top left to right, then the Submit Now, Buy Now! You can also add in top left and down. phrases customers love, like Free Shipping! 4) Context of Use This is what the viewer will relate to. It could be an article, a reference, a testimonial, anything reafﬁrming the human side of your product and the people it serves. 5) Request for Data This is simply a text box, where users can submit an email address, a full name, whatever data you’re seeking. I’d recommend putting the request on the righthand side of the page, so people can read within the golden triangle and interact on the right. BID MANAGEMENT REMEMBER Once your campaigns are up and running, You can’t control the way that Google you’ll need to exercise bid management. works, or how your text ads look. But you can control the landing page, so be When managing bids, you can’t change the bid sure that you take what the viewer on a campaign, but you can change the bid in searched for and meet their needs. two other ways: 1) Ad Group Level 2) Keyword Level The ﬁrst option is to manage bids at the ad group You can also create a bid for each level. The Ad Group contains a collection of keyword, which I recommend; the keywords, so if you can apply a blanket rule it will go more speciﬁc you are in this process, into effect within all the keywords in that group. the better results you’ll get. KEYWORD MANAGEMENT Once you start getting some results, you can go into your campaigns and adjust your bids so that you’re bidding more for the keywords that are performing better. We already know these three match types: broad, phrase and exact. Most people will start with broad match because it gets the most impressions and is easy to manage. Once you get started you have the ability to bid on more targeted keywords and match types. Google will also generate similar keywords Inline Editing for you, which you can test out and manage Once you have keywords in your campaign, you can use based on how the “Edit in Table” function. This allows you to actually they change bids quickly within the online editor. You can pause perform. or lower bids on keywords that aren’t performing well, and the changes will occur in real time.