Still think the holy grail of AdWords success is...spending more time in AdWords?
Au contraire! Your biggest PPC improvements will come through landing page experiments.
But not from just any generic test; your gains will come from PPC-specific tests.
In this Unwebinar, Johnathan Dane—conversion crusader and founder of PPC agency KlientBoost—will show you seven PPC landing page hacks that turn money-guzzling AdWords accounts into highly profitable machines.
You'll learn:
- How to answer the 1 burning question all your PPC visitors have
- How to message match your keywords and landing page like a boss
- Why obsessing over quality score is a waste of time
- The one thing that contradicts everything you've learned about landing pages
...plus, much more!
[Webinar] 7 PPC Landing Page Hacks That Your Competitors Would Kill To Know
1. @JohnathanDane @unbounce #unwebinar
Johnathan Dane
Founder and CEO
KlientBoost
7 PPC Landing Page Hacks Your Competitors Would Kill to Know
Thank you for joining us!
We’ll be starting in just a few minutes.
Jade Luo
Onboarding Specialist
Unbounce
2.
3. The slides and recording will be
sent out by the end of the week
9. 7 PPC Landing Page Hacks Your
Competitors Would Kill to Know
10. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar
Unbounce ConvRoadTrip, NYC June 1, 2015
Once you have a well-built AdWords
account, 90% of your improvements
will come from your landing pages.
11. @mackfogelson @unbounce #unwebinar
Once you have a well-built AdWords
account, 95% of your improvements
will come from your landing pages.
@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar
12. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar
This is you
This is your
AdWords account
31. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar
“Eliminating unnecessary form fields can significantly
increase the conversion rate of your contact form.”
- Neil Patel
“If you want to increase form conversions,
you must consider reducing the number of fields.”
- Oli Gardner
“The best thing you can do to improve conversions
is to get rid of as many fields as possible.”
- Peep Laja
60. @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@MPatterson22 @unbounce #unwebinar@morys @unbounce #unwebinar@morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar@JohnathanDane @unbounce #unwebinar
When it comes to lead gen,
start talking to your visitors
as fast as possible.
Johnathan Dane
When I was speaking at the Unbounce conversion road trip, I said something that got people’s attention.
Tweet slide
Things are freaking complicated.
You try a million different things, but nothing is working.
Going through the motions.
Changing bids just for the sake of changing them, but with no end goal in mind.
You even experiment with your ads, but all you’re getting are higher click through rates.
But things are just staying static :(
When what you really want are graphs that look like this :)
Going through the motions.
Changing bids just for the sake of changing them, but with no end goal in mind.
Search terms match your keywords
You’re trying to force feed your AdWords account
You’re trying to force feed your AdWords account
Going through the motions.
Changing bids just for the sake of changing them, but with no end goal in mind.
Going through the motions.
Changing bids just for the sake of changing them, but with no end goal in mind.
THIS IS IMPORTANT: Everything you do in a PPC account mostly either lowers cost per conversion or increases conversion volume. But it hardly ever does both like improving your landing page conversion rate does.
All your focusing on is keyword refinement & keyword expansion
IMAGE: keyword refinement, show them what it is.
You’re not getting more impressions.
Us ad group level negatives
All your focusing on is keyword refinement & keyword expansion
IMAGE: Keyword expansion, show them what that is.
You’re getting more impressions.
You don’t have a lack of quality traffic.
You have a lack of turning that traffic into sales.
The conversion doesn’t happen in the ads, it happens on the landing page.
The adwords side is just your bait.
Stop obsessing.
Increase The Threat
When it comes to landing page testing for PPC, you have to be very careful making changes on the PPC side while making changes on the landing page side.
I’m gonna tell you the opposite.
Not only should you add more fields, but you should add more steps too.
IMAGE: People are threatened by short forms. Because if you keep removing fields, then the last ones that will always need to stay are:
Name
Email
Phone
So why does this work?
Reason #1: People don’t have time to speak to 20 different sales people
Reason #2: People Get Bored and Distracted Easily
Reason #3: With multi step forms, People Believe They’re Getting What They Want
So why does this work?
Reason #1: People don’t have time to speak to 20 different sales people
Reason #2: People Get Bored and Distracted Easily
Reason #3: With multi step forms, People Believe They’re Getting What They Want
Step 1: Ask something that’s relevant to your offer, but is easy for people to answer.
Step 2: Ask quantity or further clarification.
Step 3: Ask for contact info, but give them a reason why.
There are no questions about the actual grass install!!
There are no questions about the actual grass install!!
Step 1: Ask something that’s relevant to your offer, but is easy for people to answer.
Step 2: Ask quantity or further clarification.
Step 3: Ask for contact info, but give them a reason why.
There are no questions about the actual grass install!!
There are no questions about the actual grass install!!
Step 1: Ask something that’s relevant to your offer, but is easy for people to answer.
Step 2: Ask quantity or further clarification.
Step 3: Ask for contact info, but give them a reason why.
There are no questions about the actual grass install!!
There are no questions about the actual grass install!!
There are no questions about the actual grass install!!
There are no questions about the actual grass install!!
Showcase example 2 from here: https://blog.kissmetrics.com/adding-steps-improves-conversions/
It’s not an anomaly.
Showcase example 2 from here: https://blog.kissmetrics.com/adding-steps-improves-conversions/
Show our website, like on Kissmetrics slide.
Show screenshots of our proposal steps
Redesigns vs Iterations
When it comes to landing page testing for PPC, you have to be very careful making changes on the PPC side while making changes on the landing page side.
Not to mention that major redesigns will leave you confused as some of your changes have improved conversion rates and others worsened it.
But together, they cancel out and you don’t know.
A lot of people take the shotgun approach to begin with which actually isn’t bad, but once you find a winner, you want to start isolating variables so you learn what works and what doesn’t.
Why should you care?
If you do any programmatic or automated type of ad buying, then the target CPA bidding will greatly vary when you make major changes to your landing pages.
Learn what small changes are improving your conversion rates, and then use that for your ad copy testing.
5% of people suffer from it. But that’s like really scared of talking on the phone.
95% of the population just don’t want to waste time doing it.
Add in live chat stats
Additional stats
Lead Qualification aspect:
You can chat multiple people at a time, you can’t do that over the phone
So many companies do it wrong.
Better idea: Ask questions that give quick answers. Preferably numerical answers.
How soon are you looking to make a [BLANK] decision?
How many [BLANK] do you need?
We went from having the regular question asked: Thanks for stopping by, how may we help you?
Maybe got one chat every 3 days. Switched it to this and got 5 conversations started the first day.
You don’t want to spread yourself so thin across a ton of keyword specific landing pages, then it just takes too long to get hard data.
Use the magic of Dynamic Text Replacement
IMAGE: Show a crane moving the headline
Show the backend of the Dynamic Text Insertion from an Unbounce template
Show a keyword and ad destination URL
But don’t just switch up the text, switch up the phone numbers to be local area code phone numbers.
IMAGE: Show engine ready chart
But don’t just switch up the text, switch up the phone numbers to be local area code phone numbers.
IMAGE: Show engine ready chart
Numbered Section Title Slides:
Do not touch numbers’ font size
Titles should be in all caps
Left aligned titles
You have a lot of options when it comes to PPC marketing. You may be using the AdWords search network, Facebook ads, retargeting ads, or even the AdWords display network.
When you change up your offer and make it more attractive, you’ll get higher conversion rates and lower cost per conversions too.
Each of these channels attract visitors who are in various heat stages. Some may be ice cold, some may be hot as hell and ready to get it on. Your offer should reflect that level of excitement.
Some people may be skeptical, while others…
Are ready to jump in the tub with you…
Ice cold traffic (display advertising) won’t convert the same way lukewarm traffic will (AdWords search network)
You can’t expect all PPC channels to drive consultations or free quotes if that’s your CTA.
We often get asked to generate more phone leads for clients, and to a certain degree we can, but it’s really hard to turn an ice cold prospect into a hot one that’s ready to call you.
Instead, focus on lowering the threat of your offer. Are you asking too much for people who weren’t searching for you in the first place?
When it comes to lead generation…
Have you ever had trouble of getting hold of leads?
Countdown timer, your offer is ready, new additional value, upsell.
What’s the next thing they need to do in your conversion process?
If you’re still going straight from lead to sale, then you’re missing some vital steps in the process.
Tell people where you’re calling from (your area code)
Hidden Fields - track keywords which give you sales, not just conversions.
Then optimize based off sales instead of conversions.
Talk about how we had great conversion rates off a keyword, but that they never closed into any deals.
We got rid of those keywords, saved about 20% of the budget, and the sales levels stayed the same.
Talk about how we had great conversion rates off a keyword, but that they never closed into any deals.
We got rid of those keywords, saved about 20% of the budget, and the sales levels stayed the same.
Google value track parameters for CRM sales tracking