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Many marketers depend on paid search to reach their customers. Significant revenue is spent on keyword strategy, but position is only half the battle. It really does not matter how many people see your PPC ad if it does not motivate anyone to click. This raises some essential questions: • Have you maximized the effectiveness of all 95 characters? • Does every word convey meaning with the greatest force? • Will your ad stand out from the competition? In this 35-minute interactive Web clinic, sponsored by Marin Software, the MECLABS research team reviewed a series of PPC experiments from the MECLABS research library in which small changes led to significant increases in ROI – including one experiment in which changing a single word increased CTR by 289%. During the course of the presentation, we identified transferable principles discovered from more than a decade of search experimentation that you can immediately apply to your own PPC campaigns.
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Optimizing PPC Campaigns:Simple copy changes that increased clickthrough rate by 289% (and more)
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We’re sharing on Twitter!#WebClinic
#WebClinic
Jon PowellSenior Manager,Data SciencesMECLABS
Today’s speakers
Austin McCrawSenior Director, Content ProductionMECLABS
Taylor KennedySenior Optimization ManagerMECLABS
#WebClinic
Test your marketing intuition
Version A Version B
Relief From Back Pain[Name of Company].com/Back_PainReclaim your life with a 30-minuteGroundbreaking back pain procedure.
Avoid open back surgery[Name of Company].com/Back_PainTry [technique] back pain treatmentOne micro incision for pain relief.
#WebClinic
Test your marketing intuition
Version A Version B
Relief From Back Pain[Name of Company].com/Back_PainReclaim your life with a 30-minuteGroundbreaking back pain procedure.
Avoid open back surgery[Name of Company].com/Back_PainTry [technique] back pain treatmentOne micro incision for pain relief.
47%INCREASE IN CLICKS
#WebClinic
Test your marketing intuition
Version A Version B
Bayside Marin Clinicbaysidemarin.crchealth.com/
Alternative Health Recovery Center.Very Private & Exclusive. Call Now.
Bayside Marin Centerbaysidemarin.crchealth.com/
Alternative Health Recovery Center.Very Private & Exclusive. Call Now.
#WebClinic
Test your marketing intuition
Version A Version B
Bayside Marin Clinicbaysidemarin.crchealth.com/
Alternative Health Recovery Center.Very Private & Exclusive. Call Now.
Bayside Marin Centerbaysidemarin.crchealth.com/
Alternative Health Recovery Center.Very Private & Exclusive. Call Now.
289%INCREASE IN CLICKS
#WebClinic
Why did these PPC ads generate more response?
Avoid open back surgery[Name of company].com/Back_PainTry [technique] back pain treatmentOne micro incision for pain relief.
Bayside Marin Centerbaysidemarin.crchealth.com/
Alternative Health Recovery Center.Very Private & Exclusive. Call Now.
47%
289%
#WebClinic
Today’s focus
Today, we will look at two basic principles revealed from these two experiments that you can use to evaluate and improve your own PPC
campaigns.
#WebClinic
#WebClinic
THE PRINCIPLE OF CONNOTATION1
#WebClinic
Principle #1: Connotation
Bayside Marin Clinicbaysidemarin.crchealth.com/
Alternative Health Recovery Center.Very Private & Exclusive. Call Now.
Bayside Marin Centerbaysidemarin.crchealth.com/
Alternative Health Recovery Center.Very Private & Exclusive. Call Now.
Control
Treatment
There is only a one-word difference between these two versions, however, the treatment outperformed the control by 289%.
Why? Because of the principle of connotation.
#WebClinic
Principle #1: Connotation
Clinic: a place or hospital department where patients are given medical treatment or advice.
Center: an office or other facility providing a specific service or dealing with a particular emergency.
Definitions
#WebClinic
Principle #1: Connotation
But what might be the psychological connotation of the word “clinic” vs. “center”?
#WebClinic
Principle #1: Connotation
But what might be the psychological connotation of the word “clinic” vs. “center”?
#WebClinic
Principle #1: Connotation
Marketing
#WebClinic
Principle #1: Connotation
Cheap Cars – Toyota.comwww.toyota.com/CompactCar Build and Price Your All-New Toyota Corolla on Toyota.comAvailable SofTex Seats – Sophisticated Fun - Piano-Black Accents
Can you find an issue with connotation in this ad?
#WebClinic
Principle #1: Connotation
Social Media Monitoringwww.synthesio.com/MonitoringThe World’s Top Brands Choose Us.Get a Product Demo Now!
Can you find an issue with connotation in this ad?
#WebClinic
Principle #1: Connotation
Social Media Monitoringwww.synthesio.com/MonitoringThe World’s Top Brands Choose Us.Get a Product Demo Now!
Can you find an issue with connotation in this ad?We must be aware of the difference between connotation and denotation, and ensure that each word of our PPC
ad implies the most accurate and impactful meaning possible.
#WebClinic
THE PRINCIPLE OF MOTIVATION2
#WebClinic
Principle #2: Motivation
Relief From Back Pain[Name of Company].com/Back_PainReclaim your life with a 30-minuteGroundbreaking back pain procedure.
Avoid open back surgery[Name of Company].com/Back_PainTry [technique] back pain treatmentOne micro incision for pain relief.
Control
Treatment
The original ad focused on solving the problem of back pain. It is focused on convincing the searcher to learn more about back pain relief.
The treatment ad assumed the searcher already has decided to get back surgery and is mostly worried about the surgery itself. It focused on the ease of the treatment.
#WebClinic
Principle #2: Motivation
Experiment ID: TP1214Record Location: MarketingExperiments Research LibraryResearch Partner: (Protected)
Background: A CRM software solution for small and large businesses.
Goal: To increase the total numbers of clicks.
Primary Research Question: Which PPC will generate the most clicks?
Approach: A/B multifactorial variable cluster
#WebClinic
{Keyword [Name] Software}Award-Winning [Name] Software. Fully Integrated. Free Trialwww.[Name].com/[Name]
Principle #2: Motivation
What does this ad assume motivates the searcher?
#WebClinic
Principle #2: Motivation
[Name] Software Suite#1 On-Demand. 6459+ World ClientsAward-Winning Solution. Free Trialwww.[Name].com/[Name]
{CRM [Name] Software}Award-Winning [Name] Software. Fully Integrated. Free Trialwww.[Name].com/[Name]
Control
• The original ad emphasized the fact that it’s award-winning and can be fully integrated into a business.
• The optimized ad emphasized the notion that it is the most used software suite.
Treatment
#WebClinic
PPC AdConversion
RateRelative
DifferenceStatistical
Significance
Control 0.89% - -
Treatment 1.08% 20.9%
% Relative Change: 20.9%
Increase in conversion rate21%The optimized PPC ad conversion rate increased by 20.9%.
95%
Principle #2: Motivation
#WebClinic
Principle #2: MotivationTreatment: Step 1
Treatment: Step 2
Treatment: Ad
21%
54% 97%
#WebClinic
Principle #2: Motivation
Metric Control Treatment % Relative Change
PPC advertisement 0.89% 1.08% 20.9%
Landing page clickthrough 7.17% 11.06% 54.26%
Form completion 15.84% 31.25% 97.27%
Impression-to-lead conversion 0.009% 0.033% 272.2%
Increase in overall conversion272%The optimized path’s conversion rate increased by 272.2%.
What you need to understand: By optimizing all the way through the path, the treatment outperformed the control by a total of 272%.
#WebClinic
Principle #2: Motivation
In general, our testing has indicated that motivation is intensified by three key factors:
Urgency
1. Relevance is the degree to which an offer is connected to a recipient’s situational motivations.
2. Importance is the degree to which an offer is essential to a recipient’s livelihood.
3. Urgency is the degree of immediacy associated with an offer imposed by either the recipient’s situation or the nature of the offer itself.
#WebClinic
Principle #2: Motivation
For those who are not so sure about your customer motivations, PPC provides a quick and simple way to test the motivation of your customers.
VP #1
VP #2
VP #3
VP #4
VP #5
VP #6
PPC 1-1
PPC 2-1
PPC 3-1
PPC 4-1
PPC 5-1
PPC 6-1
PPC 1-2
PPC 2-2
PPC 3-2
PPC 4-2
PPC 5-2
PPC 6-2
LP-1
LP-2
LP-3
Top Claims of Value PPC Testing of Value Proposition Landing Page Testing of Value Proposition
Value Proposition Testing Process
#WebClinic
Principle #2: Motivation
Children's Car Seatswww.diapers.com/Carseats10% Off, Code: A10SER. New Buyers.Free 2-Day Shipping!
Child Car Seat Safety - SafeKids.orgAdwww.safekids.org/Car-Seat-SafetyParental Guide for Car Seat Safety. Tips, Facts, Reports, and more.
Safety 1st Booster Car Seatwww.kohls.com/Find Great Deals on Car Seats.Orders Over $75 Ship Free!
MOTIVATION METER MOTIVATION METER MOTIVATION METER
#WebClinic
Principle #2: Motivation
Children's Car Seatswww.diapers.com/Carseats10% Off, Code: A10SER. New Buyers.Free 2-Day Shipping!
Child Car Seat Safety - SafeKids.orgAdwww.safekids.org/Car-Seat-SafetyParental Guide for Car Seat Safety. Tips, Facts, Reports, and more.
Safety 1st Booster Car Seatwww.kohls.com/Find Great Deals on Car Seats.Orders Over $75 Ship Free!
MOTIVATION METER MOTIVATION METER MOTIVATION METER
Motivation is the most influential aspect of conversion. The more intensely connected a PPC ad is to the true
motivation of the searcher, the more intense the response will be.
#WebClinic
Conclusion: Key principles
1. The Principle of Connotation – We must be aware of the difference between connotation and denotation, and ensure that each word of our PPC ad implies the most accurate and impactful meaning possible.
2. The Principle of Motivation – Motivation is the most influential aspect of conversion. The more intensely connected a PPC ad is to the true motivation of the searcher, the more intense the response will be.
Key Principles
#WebClinic
Are there any words in your PPC campaign that have a negative connotation?
Are there any words that can help the customer get a better picture of the offer?
Is your PPC ad relevant to the term that has been searched?
Have you connected your PPC ad to the most important and urgent problem in the mind of the searcher?
Are you using general and qualitative language in you PPC ad? Can your PPC ad be more specific?
Is there anything that you do not know about your searcher? Can you create a PPC ad to discover potential insights about the customer?
Conclusion: Key checklist
Live optimization
#WebClinic
Online Business Course
Live Op #1
#WebClinic
Automated IT Infrastructure Monitoring
Live Op #2
#WebClinic
Social Media Monitoring
Live Op #3
#WebClinic
Martial Arts Billing and Payment Processing
Live Op #4
#WebClinic
Private transfers in costa rica
Live Op #5
#WebClinic
Emotional intelligent kids
Live Op #6
#WebClinic
Interested in improving your PPC campaigns?
MECLABS conducts rigorous experiments in the new science of optimization. We apply our discoveries to help leaders optimize the financial performance of their sales and marketing programs.
Learn more about how you may be a fit for a MECLABS Research Partnership:
• Select Research Partnership Opportunities on the post-webinar survey
• Contact us directlyinfo@MECLABS.com1-877-635-0565
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