5 WAYS TO TEST & OPTIMIZE YOUR BUSINESS MODEL WITH … · 5 WAYS TO TEST & OPTIMIZE YOUR BUSINESS...
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5 WAYS TO TEST & OPTIMIZE YOUR BUSINESS MODEL WITH GOOGLE ADS
Andrew Percey
MIT BS '95 MNG '96 EECS
Prometheus PPC
1/24/2019 © PROMETHEUS PPC 1
The Startup Code 2019 @MIT
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ANDREW PERCEY
1 4 Y E A R S E N G I N E E R I N G & M A R K E T I N G, X I L I N X I N C .
6 Y R S F O U N D E R , P R O M E T H E U S P P C
4 T H Y E A R C O - H O S T I N G T H E S TA R T U P C O D E @ M I T
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AGENDA
What is Google Ads?
Why use Google Ads for your startup?
5 Ways to Test & Optimize with Google Ads
Prospect targeting, messaging and sales flow
Best Google Ads first steps for startups
Google Ads tools and resources
1/24/2019 © PROMETHEUS PPC 3
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WHAT IS GOOGLE ADS?
1/24/2019 © PROMETHEUS PPC 4
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WHAT IS GOOGLE ADS?
1/24/2019 © PROMETHEUS PPC 5
Global online advertising platform
Promote your business and brand
Drive website traffic
Sell your products and services
Precise targeting, tracking & analytics
Pay for ad clicks
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GOOGLE SEARCH RESULTS PAGE ADS
1/24/2019 © PROMETHEUS PPC 6
Shopping Ads
Text Ads
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GOOGLE DISPLAY NETWORK ADS
1/24/2019 © PROMETHEUS PPC 7
Various Display Ad
placements
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WHAT IS GOOGLE ADS:
ANY QUESTIONS SO FAR?
1/24/2019 © PROMETHEUS PPC 8
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WHY USE GOOGLE ADS FOR YOUR
STARTUP?
1/24/2019 © PROMETHEUS PPC 9
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WHY USE GOOGLE ADS FOR YOUR STARTUP?
Compared to…
Traditional Media
(print, TV, radio)
SEO
(Search Engine Opt.)
Ads
1/24/2019 © PROMETHEUS PPC 10
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WHY USE GOOGLE ADS FOR YOUR STARTUP?
Compared to…
Traditional Media
(print, TV, radio)
Advantages of Google Ads:
• Precise targeting
• Behavior tracking
• Reach 1M+ sites & apps
SEO
(Search Engine Opt.)
Ads
1/24/2019 © PROMETHEUS PPC 11
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WHY USE GOOGLE ADS FOR YOUR STARTUP?
Compared to…
Traditional Media
(print, TV, radio)
Advantages of Google Ads:
• Precise targeting
• Behavior tracking
• Reach 1M+ sites & apps
SEO
(Search Engine Opt.)
Advantages of Google Ads:
• Precise targeting
• Quick testing/results
• Reach 1M+ sites & apps
Ads
1/24/2019 © PROMETHEUS PPC 12
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WHY USE GOOGLE ADS FOR YOUR STARTUP?
Compared to…
Traditional Media
(print, TV, radio)
Advantages of Google Ads:
• Precise targeting
• Behavior tracking
• Reach 1M+ sites & apps
SEO
(Search Engine Opt.)
Advantages of Google Ads:
• Precise targeting
• Quick testing/results
• Reach 1M+ sites & apps
Ads
Advantages of Google Ads:
• Reach hot prospects
searching for your
product or service now
• Reach 1M+ sites & apps
1/24/2019 © PROMETHEUS PPC 13
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WHY USE GOOGLE ADS FOR YOUR STARTUP?
1/24/2019 © PROMETHEUS PPC 14
Startup
PhaseVision &
Mission
MVP (Minimum
Viable Product)
Product /
Market Fit
Scale
Google Ads
CapabilitiesDrive Leads & Sales
Search, Shopping & Remarketing campaigns
Build Brand
Display & Video campaigns
Test & Optimize Business Model
Limited Search campaigns
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WHY USE GOOGLE ADS FOR YOUR STARTUP?
1/24/2019 © PROMETHEUS PPC 15
Startup
PhaseVision &
Mission
MVP (Minimum
Viable Product)
Product /
Market Fit
Scale
Google Ads
CapabilitiesDrive Leads & Sales
Build Brand
Search, Shopping & Remarketing campaigns
Display & Video campaigns
Test & Optimize Business Model
Limited Search campaigns
Today’s Focus
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5 WAYS TO TEST & OPTIMIZE
YOUR BUSINESS MODEL WITH GOOGLE ADS
#1: Learn Your Online Prospect Volume
#2: Learn What Prospects Actually Search For
#3: Learn Which Marketing Messages Engage
#4: Learn Which Business Offers Resonate
#5: Learn How to Stand Out from Competitors
1/24/2019 © PROMETHEUS PPC 16
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#1: LEARN YOUR ONLINE PROSPECT VOLUME
KEY QUESTION: Is your target market large enough?
1/24/2019 © PROMETHEUS PPC 17
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#1: LEARN YOUR ONLINE PROSPECT VOLUME
1/24/2019 © PROMETHEUS PPC 18
KEY QUESTION: Is your target market large enough?
“Almost every failed startup has a product. What
failed startups don’t have are enough customers.”
- Gabriel Weinberg, author of “Traction: How Any Startup Can Achieve Explosive Customer Growth”
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#1: LEARN YOUR ONLINE PROSPECT VOLUME
Tool: Google Ads Keyword Planner
Large market: 90k avg searches/month for “robot vacuum”, with big holiday spike
1/24/2019 © PROMETHEUS PPC 19
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#1: LEARN YOUR ONLINE PROSPECT VOLUME
Example Product Idea
A much smaller (MIT optimized!) robot vacuum.
Oops! Problem: online market also much smaller! (~0.3% of the full robot vacuum market)
1/24/2019 © PROMETHEUS PPC 20
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#1: LEARN YOUR ONLINE PROSPECT VOLUME
If market too small for business model, then what?
A) Build a market ➔ Expensive
B) Find a big partner ➔ Give up control
C) Re-work your business plan
1/24/2019 © PROMETHEUS PPC 21
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#2: LEARN WHAT PROSPECTS ACTUALLY SEARCH FOR
KEY QUESTION: Are you speaking to prospects in their language?
1/24/2019 © PROMETHEUS PPC 22
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#2: LEARN WHAT PROSPECTS ACTUALLY SEARCH FOR
KEY QUESTION: Are you speaking to prospects in their language?
1/24/2019 © PROMETHEUS PPC 23
“Good marketing makes the company look smart.
Great marketing makes the customer feel smart.”
- Joe Chernov, former VP of Marketing at HubSpot
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#2: LEARN WHAT PROSPECTS ACTUALLY SEARCH FOR
Example Product Plan
Name: The iMicroVac
Messaging: “The micro robot vacuum for tight spaces”
Oops! No one searches for “micro” robot vacuum!
1/24/2019 © PROMETHEUS PPC 24
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#2: LEARN WHAT PROSPECTS ACTUALLY SEARCH FOR
Example Product Plan
Name: HyperPV Panels
Messaging: “Lightweight photovoltaic panels with 80% greater energy efficiency”
Oops!If you want to reach the layman, call them “solar panels” (180x more traffic!)
1/24/2019 © PROMETHEUS PPC 25
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#2: LEARN WHAT PROSPECTS ACTUALLY SEARCH FOR
If your product language doesn’t match your target customers’ search language, then what?
Only one good solution: Change YOUR language
1/24/2019 © PROMETHEUS PPC 26
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#3: LEARN WHICH MARKETING MESSAGES ENGAGE
KEY QUESTION: Which advertising messages will deliver the greatest number of good prospects?
1/24/2019 © PROMETHEUS PPC 27
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#3: LEARN WHICH MARKETING MESSAGES ENGAGE
KEY QUESTION: Which advertising messages will deliver the greatest number of good prospects?
1/24/2019 © PROMETHEUS PPC 28
“Nobody reads ads. People read what interests them.
Sometimes, it’s an ad.”
- Howard Gossage, real-life “Mad Men” inspiration
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#3: LEARN WHICH MARKETING MESSAGES ENGAGE
1/24/2019 © PROMETHEUS PPC 29
Write 2-3 ad variants to run within each ad group
Change high-impact ad elements first
Headlines
Images (for Display ads)
Test the most meaningful content
Offers
Calls to Action
Competitive differentiators
Facts vs. emotions
Measure the results
How to test ad messaging effectively in Google Ads:
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#3: LEARN WHICH MARKETING MESSAGES ENGAGE Tool: SEMRush
1/24/2019 © PROMETHEUS PPC 30
TEST:
Positive
emotion
TEST:
Discount,
urgency
TEST:
Feature
TEST:
Market
Segment
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#3: LEARN WHICH MARKETING MESSAGES ENGAGE
1/24/2019 © PROMETHEUS PPC 31
Learn which ads generate the highest Click-Thru Rate
and therefore the most website visitors
Tool: Google Ads
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#3: LEARN WHICH MARKETING MESSAGES ENGAGE
What to do if your website isn’t ready yet?
Offer a “Fake Sale”!
1/24/2019 © PROMETHEUS PPC 32
Hello! You caught us before we’re ready.
We’re working hard to put the finishing touches
on “X”. Things are going well, and it should be
ready to help you with “Y” very soon. If you’d
like us to send you a reminder when it’s ready,
please enter your email below.
And please accept the special gift below as a
“thank you”!
Your Email Let Me Know
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#3: LEARN WHICH MARKETING MESSAGES ENGAGE
If your initial messaging idea doesn’t engage well, then what?
A) Switch to better messaging (use what you just learned)
B) Change the product/service
1/24/2019 © PROMETHEUS PPC 33
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#4: LEARN WHICH BUSINESS OFFERS RESONATE
KEY QUESTION: Which landing page offers produce the most “conversions”?
1/24/2019 © PROMETHEUS PPC 34
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#4: LEARN WHICH BUSINESS OFFERS RESONATE
KEY QUESTION: Which landing page offers produce the most “conversions”?
1/24/2019 © PROMETHEUS PPC 35
“It’s much easier to double your business by doubling
your conversion rate than doubling your traffic.”
- Bryan Eisenberg, NY Times bestselling author, Customer Experience Pioneer
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#4: LEARN WHICH BUSINESS OFFERS RESONATE
Tools: LeadPages, Unbounce, WordPress…
What will your ideal prospects actually DO on your site?
1/24/2019 © PROMETHEUS PPC 36
Create Landing Page Split Tests
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#4: LEARN WHICH BUSINESS OFFERS RESONATE
Tools: LeadPages, Unbounce, WordPress…
What will your ideal prospects actually DO on your site?
1/24/2019 © PROMETHEUS PPC 37
For Bottom of Sales Funnel Prospects:
Call Today to
Speak with
an Expert
Buy Now
Click Here to
Pre-OrderGet a Custom
Quote
Request an
Account
Review
![Page 38: 5 WAYS TO TEST & OPTIMIZE YOUR BUSINESS MODEL WITH … · 5 WAYS TO TEST & OPTIMIZE YOUR BUSINESS MODEL WITH GOOGLE ADS Andrew Percey MIT BS '95 MNG '96 EECS ... Drive Leads & Sales](https://reader033.fdocuments.us/reader033/viewer/2022053004/5f07d8137e708231d41f08d8/html5/thumbnails/38.jpg)
TEST & OPTIMIZE YOUR BUSINESS MODEL:#4: LEARN WHICH BUSINESS OFFERS RESONATE
Tools: LeadPages, Unbounce, WordPress…
What will your ideal prospects actually DO on your site?
1/24/2019 © PROMETHEUS PPC 38
For Top of Sales Funnel Prospects:
Try Our Free
Calculator
Watch Step-
by-Step
Video
Download
Our White
Paper Subscribe to
Our Blog /
Channel
Get Notified
of Our
Launch
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#4: LEARN WHICH BUSINESS OFFERS RESONATE
1/24/2019 © PROMETHEUS PPC 39
Publish 2-3 web page variants to run in each ad group
Change high-impact page elements together
Banner area (top of page)
Images
Trust builders
Calls to Action
Test the most meaningful offers
Sale
Opt-in
Consult…
Measure the results
How to test website conversion paths:
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#4: LEARN WHICH BUSINESS OFFERS RESONATE
Tools: Adalysis, Google Ads, A/B testing calculators
Wait for statistical significance!
1/24/2019 © PROMETHEUS PPC 40
Offer A
Offer B
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#4: LEARN WHICH BUSINESS OFFERS RESONATE
What if you don’t yet have anything to offer?
Offer a “Fake Sale”!
IMPORTANT:
DON’T disappoint your visitors
DO get their contact info!
1/24/2019 © PROMETHEUS PPC 41
Hello! You caught us before we’re ready.
We’re working hard to put the finishing touches
on “X”. Things are going well, and it should be
ready to help you with “Y” very soon. If you’d
like us to send you a reminder when it’s ready,
please enter your email below.
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#4: LEARN WHICH BUSINESS OFFERS RESONATE
If your initial offers don’t convert enough visitors, then what?
A) Switch to better offers (use what you just learned)
B) Change the product/service
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#5: LEARN HOW TO STAND OUT FROM COMPETITORS
KEY QUESTION: How can you best differentiate your business in a crowded market?
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#5: LEARN HOW TO STAND OUT FROM COMPETITORS
KEY QUESTION: How can you best differentiate your business in a crowded market?
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“Move fast. Speed is one of your main advantages
over large competitors.”
- Sam Altman, President of Y Combinator and Co-Chairman of OpenAI
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#5: LEARN HOW TO STAND OUT FROM COMPETITORS
Step 1:
Find out who your online competition really is
Tool: Google Ads Auction Insights Report
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#5: LEARN HOW TO STAND OUT FROM COMPETITORS
Step 2a:
Find out what they’re offering
Tool: SEMRush
Great competitive research data for both SEO and PPC
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#5: LEARN HOW TO STAND OUT FROM COMPETITORS
Step 2b:
Find out what they’re offering
Tool: Google Ads Ad Preview & Diagnosis Tool
Better than regular Google search – can specify location, device, language and audience
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TEST & OPTIMIZE YOUR BUSINESS MODEL:#5: LEARN HOW TO STAND OUT FROM COMPETITORS
If your offer sounds just like your competitor’s, then what?
Focus on one meaningful differentiating feature / benefit / audience
Your offer can be identical in every way but one!
Better to speak directly to one niche than to speak generally to everyone
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BEST GOOGLE ADS 1ST STEPS FOR
STARTUPS
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BEST GOOGLE ADS 1ST STEPS FOR STARTUPS
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Sign up for a Google Ads account ($100 free credit)
#1 Learn your online prospect volume
#2 Learn what prospects actually search for
Create quick landing page, Launch initial Search campaigns
#3 Learn which marketing messages engage
#4 Learn which business offers resonate
#5 Learn how to stand out from competitors
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BEST GOOGLE ADS 1ST STEPS FOR STARTUPS
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Put your best foot forward, then test variations
One best offer + one best audience + one best landing page + one best Google Ads campaign
Allow sufficient investment for meaningful conclusions
Nominally: 1-3 months and $500-$2,000 / month depending on scope
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TOP GOOGLE ADS TOOLS & RESOURCES FOR STARTUPS
www.prometheusppc.com/mit-2019
Find links to tools & resources, and download presentations (available tomorrow)
Watch presentations again on video (coming soon)
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