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Johnathan Dane, Founder of KlientBoost
10 Ways You’re Doing AdWords Wrong
and How To Fix Them
May 7th, 2015
@ThueLMadsen #KISSwebinar
Thue Madsen - KISSmetrics - @ThueLMadsen
Thue is the KISSmetrics Webinar Wizard and Marketing Ops
Specialist. Before joining forces with KISSmetrics, he was a
Ly driver in SF, which is also how he ended up as a
KISSmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him fishing
and hiking in the Sierras.
Johnathan Dane - KlientBoost - @JohnathanDane
Johnathan is the founder of KlientBoost, a no-nonsense,
creative kick-ass PPC agency that hustles for results & ROI.
He’s been named the 2015 “Conversion Marketer To Watch” by
Unbounce’s readers and has a pre y impressive hat collection.
@JohnathanDane #KISSwebinar
What You’re Gonna Learn…
1) Single Keyword Ad Groups
2) Ad Group Level Negatives
3) Multi Intent Keywords
4) The Five Ad Tests
5) Aggressive Ad Testing
6) AdWords is Your Carrot
7) Insane Importance of Design
8) Multi Step Landing Pages
9) Your Landing Page Offer
10) The Price Focus CTA
WATCH WEBINAR RECORDING NOW
Single Keyword Ad Groups
1
Single Keyword Ad Groups
Google’s advice…
Single Keyword Ad Groups
That would mean…
Single Keyword Ad Groups
But it should be…
keyword 1
keyword 2
Single Keyword Ad Groups
What happens to your CTR
Single Keyword Ad Groups
Why performance improves…
“Higher search-to-ad relevancy = higher CTR =
higher quality scores = lower cpc = 

lower cost per conversion.”

— Johnathan Dane, Founder of KlientBoost
Single Keyword Ad Groups
Your new ad group structure
Ad group = “web analytics”
Ad group = “web analytics stripe”
Ad group = “web analytics braintree”
Ad group = “web analytics paypal”
Single Keyword Ad Groups
Your new ad group structure
The ad
Headline = Keyword

Description Line 1 & 2 = Benefits/Features
Display URL = Keyword
The keywords
+web +analytics
“web analytics”
[web analytics]
Single Keyword Ad Groups
LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial
Ad Group Level Negatives
2
Ad Group Level Negatives
Killing off internal competition
Ad Group Level Negatives
What it means…
Ad group = “web analytics”

Ad group = “web analytics stripe”
Ad group = “web analytics braintree”
Ad group = “web analytics paypal”
Ad Group Level Negatives
What it means…
Ad group = “web analytics”

Ad group level negative keywords
- stripe
- braintree
- paypal
Ad Group Level Negatives
Search terms should look like…
Ad Group Level Negatives
See what’s holding you back
Multi Intent Keywords
3
Multi Intent Keywords
The Search Buying Cycle
Multi Intent Keywords
The Search Buying CycleThe Search Buying Cycle
Awareness Consideration Action
“broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests
4
The Five Ad Tests
Proximity
The Five Ad Tests
Source: ThinkWithGoogle.com
The Five Ad Tests
Proximity
Source: Hanapin
Source: Engine Ready
The Five Ad Tests
End Goals
The Five Ad Tests
End Goals
30% increase in conversions
The Five Ad Tests
Countdowns
32% CTR boost & 3% conv/rate improvement
The Five Ad Tests
Specificity
How to Get 6,312 Subscribers 

to Your Business Blog in One Day
How to Get Over 6,000 Subscribers 

to Your Business Blog in One Day
How to Get a Torrent of Subscribers 

to Your Business Blog in One Day
The Five Ad Tests
Specificity
88% CTR boost & 23% conv/rate improvement
The Five Ad Tests
Timeliness
217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing
5
The Five Ad Tests
On AdWords ad testing
“Tiny changes usually equal tiny improvements.
Add some spice!”

— Johnathan Dane, Founder of KlientBoost
How You Test Ads
Get Aggressive!
How You Test Ads
Isolate and label
Headline
Display URL
Description 1
Description 2
How You Test Ads
Let time pass, then filter
How You Test Ads
Results?
GetDataDriven.com/ab-significance-test
6
AdWords is Just Your Carrot
“Cats are your customers,

AdWords is your laser pointer”
7
Insane Importance of Design
Insane Importance of Design
How fast do people judge you?
Insane Importance of Design
Visual & Aesthetic Judgement
Research at Google

International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811
|——————————————|
1 full second
50 ms = 0.05 second
Insane Importance of Design
Insane Importance of Design
Insane Importance of Design
Insane Importance of Design
Insane Importance of Design
Boring design
Insane Importance of Design
Details ma er!
53% increase in
conversion rates
Insane Importance of Design
But design is hella subjective
Insane Importance of Design
peek.usertesting.com
Insane Important of Design
Insane Importance of Design
8
Multi Step Landing Pages
Multi Step Landing Pages
Single step landing pages are threatening
Multi Step Landing Pages
Multi Step Landing Pages
Multi Step Landing Pages
Multi step micro commitments
311% conversion rate+ | 74% conversions+ | 73% cost-
Multi Step Landing Pages
Ideas!
First step = least threatening question
Middle steps = progressively more threatening
Last step = contact info (most threatening)
“Start step one with a carrot question. 

Zip code, employee count, time frame, etc..”

— Johnathan Dane, Founder of KlientBoost
9
Your Landing Page Offer
Your Landing Page Offer
Conversion Rate Optimization 101
“What makes a good value proposition? An offer
that’s differentiated from your competitors.”

— Peep Laja, CRO Expert at ConversionXL
Your Landing Page Offer
A lot more valuable than your competitors
Make your offer…
A lot less threatening than your competitors
- or -
Your Landing Page Offer
An AdWords example…
Your Landing Page Offer
AdWords audits & evaluations
1) Your goals?

2) Your customers?
1) Leads or sales?
2) Monthly ad budget?
3) Your site?
1) Name?
2) Email?
3) Phone?
vs.
Your Landing Page Offer
But what has even less friction?
10
The Price Focus CTA
The Price Focus CTA
There’s an elephant

in the room…
The Price Focus CTA
Conversion rates
Doubled
The Price Focus CTA
Struggling with CTA ideas?
Get Pricing & More Info
The Price Focus CTA
32 New Hacks To Get More

Phone Leads With AdWords & CRO
kboo.st/kiss-phone
(60 pages deep!)
The Price Focus CTA
landingpages@klientboost.com
2015 KISSmetrics Guide KISSmetrics Demo
h p://kiss.ly/growth h p://kiss.ly/demo
Questions?
Johnathan Dane
Founder
KlientBoost
@JohnathanDane
Thue Madsen
Marketing Operations
KISSmetrics
@ThueLMadsen

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