Elements of a Successful Paid Search Campaign By Ayat Shukairy
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#SMX #33C @ayat Elements of a Successful Paid Search Campaign Optimizing The Paid Search Funnel
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Transcript of Elements of a Successful Paid Search Campaign By Ayat Shukairy
#SMX #33C @ayat
Elements of a Successful Paid Search Campaign
Optimizing The Paid Search
Funnel
#SMX #33C @ayat
#SMX #33C @ayat
1. Know Your Customers 2. Adapt for the Buying Stages 3. Emphasize Value Proposition 4. Design for Cognitive Progression 5. Maintain Continuity
#SMX #33C @ayat
The Same Old Thinking
The Same Old
Results
#SMX #33C @ayat
#SMX #33C @ayat
TRUE OR FALSE: Successful paid online campaigns
= Winning the elections
#SMX #33C @ayat
But How?
#SMX #33C @ayat
1. Know Your Customers 2. Adapt for the Buying Stages 3. Emphasize Your Value Proposition 4. Design for Cognitive Progression 5. Maintain Continuity
#SMX #33C @ayat
#SMX #33C @ayat
“People tell you who they are, but we ignore it -‐ because we want them to be who we want them to be”
#SMX #33C @ayat
You Are Not Your Customer
#SMX #33C @ayat
#SMX #33C @ayat
Personas: where to begin
FUDs
FUDs
FUDs
FUDs
#SMX #33C @ayat
#SMX #33C @ayat
Challenges with Personas: 1. Creating them 2. Applying them
#SMX #33C @ayat
Apply personas to your paid search campaign
For every persona on your website: • What keywords will impact them the most • What ads will appeal to the persona the most? • What elements (design & copy) it must see on the landing page?
• What elements (design & copy) in the conversion funnel
#SMX #33C @ayat
The Control
• Image was obscure!• Analytics/heat map data indicted
visitors were not scrolling as much!• Information wasn’t sufficient!• Lack of personalization on the
page!• Lack of appeal to different
personas!• Low conversion rates.!• Very high bounce rate!
#SMX #33C @ayat
• Short copy • Targeted image • Use of image space for targeting visitors
with additional benefits
Variation 1
#SMX #33C @ayat
• Long copy remained, but with more calls to action
• Targeted image • Utilized space on image to further
clarify offering and appeal to personas
Variation 2
#SMX #33C @ayat
Side By Side Look
2 1
Audience Question: Which design generated the most sales?
0
#SMX #33C @ayat
The Winner 1
Increase in website conversions
238%
#SMX #33C @ayat
1. Know Your Customers 2. Adapt for the Buying Stages 3. Emphasize your Value Proposition 4. Design for Cognitive Progression 5. Maintain Continuity
#SMX #33C @ayat
#SMX #33C @ayat
Group Keywords by Buying Stage
#SMX #33C @ayat
• Do I need car insurance à Awareness Bucket • Best car insurance companies à Research Bucket • Buying car insurance à Action Bucket
#SMX #33C @ayat
Persona Buying Stage Keyword Group Headline Landing page elements
Suzan
Awareness Keyword group 1 Headline 1 White Paper
Research Keyword group 2 Headline 2 Blog post
Action Keyword group 3 Headline 3 Data sheet
John
Awareness Keyword group 1 Headline 1 Webinar recording
Research Keyword group 2 Headline 2 Podcast
Action Keyword group 3 Headline 3 Data sheet
#SMX #33C @ayat
1. Know Your Customers 2. Adapt for the Buying Stages 3. Emphasize Your Value Proposition 4. Design for Cognitive Progression 5. Maintain Continuity
#SMX #33C @ayat
What is unique about you?
#SMX #33C @ayat
Original
#SMX #33C @ayat
• “The E-‐book Advantage” pointing to the value and service offered
• Image reflects a person “on-‐the-‐go” • Removed text as banner is self-‐explanatory
Variation 1
#SMX #33C @ayat
• “Take books wherever you go” message pointing to the advantages offered
• Image reflects a person “on-‐the-‐go” • Removed text as banner is self-‐explanatory
Variation 2
#SMX #33C @ayat
2 1
Audience Question: Which design generated the most sales?
0 Side By Side Look
#SMX #33C @ayat
Increase in Website Conversion
26%
The Winner
1
#SMX #33C @ayat
Why is a Value Proposition so Important?
• Identifying the right value proposition is one of the most valuable activities marketers can benefit from when optimizing any campaign
• The value proposition is not made up of multiple values and messages. It is a single message that expresses the unique value your company offers
• Incentives can be used to “support” the value proposition
#SMX #33C @ayat
#SMX #33C @ayat
Your value proposition must be conveyed in design and copy for real gains
#SMX #33C @ayat
1. Know Your Customers 2. Adapt for the Buying Stages 3. Emphasize Your Value Proposition 4. Design for Cognitive Progression 5. Maintain Continuity
#SMX #33C @ayat
What information do visitors need to take an action?
#SMX #33C @ayat
Progression a visitor has to go through to convert
#SMX #33C @ayat
1. Know Your Customers 2. Adapt for the Buying Stages 3. Emphasize Your Value Proposition 4. Design for Cognitive Progression 5. Maintain Continuity
#SMX #33C @ayat
Maintain consistent design and copy throughout the funnel
#SMX #33C @ayat
Continuity
• By anticipating a visitor clicks, what they will do next, and how they will view your page, you can have stronger and greater continuity in the funnel
• Use visual indicators to help visitors know where they is in the process and the different steps they have to go through
• Reduce noise and clutter on the page by removing elements that cause unnecessary fears, uncertainties, and doubts
#SMX #33C @ayat
KW: Customer Service Solution
#SMX #33C @ayat
KW: Customer Service Solutions
#SMX #33C @ayat
If you are not testing, you are not learning
#SMX #33C @ayat
1. Know Your Customers 2. Adapt for the Buying Stages 3. Emphasize Your Value Proposition 4. Design for Cognitive Progression 5. Maintain Continuity
#SMX #33C @ayat
More information
Amazon.com
#SMX #33C @ayat
SEE YOU AT THE NEXT #SMX!
THANK YOU!
