Posts Tagged ‘PPC’

Landing Page Optimization: Conversion increased 37% by reducing copy

May 4th, 2015

In a recently published case study, run in the MarketingSherpa B2C Newsletter, we focused on a broad search engine marketing (SEM) effort by 911 Restoration, a property disaster recovery business.

Paid search was an important element in that campaign, and testing and optimization on different elements also proved to be important to its success. Ten years after kicking off the focus on SEM, 90% of leads at 911 Restoration can be directly attributed to its SEO and PPC strategy and tactics.

This MarketingExperiments Blog post features one paid search test at 911 Restoration on its PPC landing pages. The test involved dramatically reducing the amount of copy on the landing page to discover how that impacted conversion, cost per acquisition and AdWords quality score.



According to Miri Offir, Chief Marketing Officer, 911 Restoration, “The long copy was legacy content we inherited from the SEO team several months ago. After sending paid search clicks to these old long-copy pages for a few months, we decided to test shorter, more-focused copy against our long-copy control sites.”

She added, “We incorporated standard direct response, conversion-oriented copywriting heuristics to achieve this. Essentially, authoritative brevity was our goal because logically it followed that emergency oriented calls originated from users who did not want to read additional copy and instead only wanted a contact phone number.”

With the shorter landing page copy, the team expected an increase in leads generated due to a simplified user experience.



Read more…

Testing and Optimization: A/B tests on landing pages, email and paid search from case studies

March 5th, 2015

No matter what type of digital marketing campaigns you are executing, there are elements in every channel that can be tested and optimized to improve campaign performance.

For example, email subject lines, copy, design and even the “from” field can be tested. Webpage elements ripe for testing include design, layout, copy, color, call-to-action button elements and more. With paid search you should be testing keywords on an ongoing basis to continually improve your PPC spend, but you can also test ad copy and calls-to-action.

At MarketingSherpa (sister company of MarketingExperiments), we publish case studies in our newsletters every week, and very often those case studies include a testing and optimization element. For today’s MarketingExperiments Blog post, I wanted to share three of those examples taken from previously published newsletter case studies.

I hope these tests give you some ideas on testing your own digital marketing channels.


Test #1. Webpage: Increasing lead generation on a landing page

This first test was actually a collaboration between researchers at MECLABS (the parent company of MarketingExperiments) and HubSpot and was conducted during Optimization Summit 2012. The full test was covered in the article, “A/B Testing: How a landing page test yielded a 6% increase in leads.”

A lead form landing page for HubSpot’s software with a free special report incentive for filling out the registration form was tested, with the Summit attendees providing input on what to test.

Before the Summit, the testing team came up with four hypothesis options:

Hypothesis 1 — Visitors arriving to the page are highly motivated to download the e-book based on brand recognition. Removing friction from the page will result in a higher conversion rate.

Hypothesis 2 — Communicating the urgency of the offer — that the free e-book download is a limited-time offer — will result in a higher conversion rate.

Hypothesis 3 — Adding more visual value to the page, such as charts and graphs from the e-book, will result in a higher conversion rate.

Hypothesis 4 — Incorporating pricing information to increase the perceived value of the e-book will result in a higher conversion rate.

The audience was allowed to choose which one to test and decided on Hypothesis 2.




Treatment (Hypothesis 2)

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PPC Optimization: Tips from your peers on regional differences, Google Product Listing Ads, distracted visitors and offline conversion

March 13th, 2013

With pay-per-click (PPC) advertising, you pay money every time your ad drives someone to your landing page, so improving conversion is crucial to a healthy ROI. After all, you’re directly paying for this traffic, therefore each bounced potential customer seems to hurt just a little bit more.

Flint McGlaughlin, Managing Director, MECLABS, will share our discoveries about optimizing landing pages that receive traffic from PPC ads on today’s free Web clinic – Converting PPC Traffic: How strategic keyword placement increased conversion by 144%.

But before we share what we’ve learned, we wanted to hear from you. Here are a few PPC conversion optimization tips from your peers …


Pay attention to regional differences

We market on a regional local basis. Establishing a persona per market has worked well.

Also, messaging by market has worked well. The lesson we have learned is, regional differences do exist, and experimenting to find those differences is  key to optimization.

Ben Joslin, VP of Marketing, MD Connect


5 tips to optimize Google Product Listing Ads

Here are some tips to improve your Google Product Listing Ad (PLA) program:

1. Reliable Google Merchant Center integration

Continuously maintain and update the product feed and use the resulting performance data as the basis for future optimization.

2. Manage PLAs at the product, category and sub-category level

A combination of broad and more specific product targets will result in the best balance in traffic and efficiency.

3. Leverage text ad performance to improve PLAs

Product-related keywords and queries that have been successful in your PPC program may translate well into PLAs, and vice-versa. Continuous search query mining and expansion of coverage is critical to PLA growth.

4. Match terms to customer intent and negate ineffectual terms

Mine queries for those that are successfully converting, and negate search queries that are not performing well.

5. Optimize and test landing page and PLA ad text

Use Google to promote text and promotional pricing in the feed. Design and test various landing pages on a product-specific level to determine what converts [the] fastest.

Auburn Rutledge, Client Manager, Adlucent

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Value Proposition: A simple spreadsheet to help you categorize your products’ value

February 27th, 2013

Recently, I went through a value proposition workshop for our upcoming Optimization Summit 2013 in Boston led by Adam Lapp, Associate Director of Optimization and Strategy, MECLABS.

The workshop produced a very simple, yet powerful spreadsheet I’m going to share with you today on the MarketingExperiments blog.

Simple, because it is essentially just a list of different elements or points of value of your products with a rating to determine how valuable they are.

Powerful, because … be honest. With all of the email sends, meetings and campaigns you run, how often do you really step back and try to categorize and rank the value of your products through your customers’ eyes?

So, download the MarketingExperiments Value Proposition Spreadsheet. Here are a few simple tips to get you started …


Get the key people in the same room

And brainstorm. But, this is a structured brainstorm. Start by simply listing all of the different points of value your product might have. Let’s take a car as an example:

  • Best-in-class fuel efficiency
  • High, but not top, safety rating
  • Snazzy new design
  • Unique sound system

Then, rate each of these elements of value on a scale of 1 to 5 for the following factors:

  • Appeal – How much is this offer desired?
  • Exclusivity – Is this offer available elsewhere?
  • Credibility – How believable are your claims?

Based on this ranking, you will find elements likely to be more valuable to your audience, and elements somewhat less valuable to your audience.

Plus, using the spreadsheet, you now have a consistent way to communicate the levels of significance for different elements of value to everyone in your organization who is involved with that product.

  Read more…

Value Proposition Testing: 64% of marketers say landing pages are most effective

October 22nd, 2012

We surveyed 1,915 marketers for the MarketingSherpa 2012 Lead Generation Benchmark Report, and asked them which methods were most effective for testing value propositions. Here is what the data says …

Q: Which methods have been the most effective at testing your value proposition? Select up to three responses.

click to enalrge

Read more…

Which PPC Ad Won? (Marketing intuition contest)

March 28th, 2012

In today’s Web clinic, “What Your Customers Want: How to predict customer behavior for maximum ROI,” Dr. Flint McGlaughlin will present a recent PPC experiment from our lab in which you, the MarketingExperiments blog reader, helped create the treatment.

But before we do that, we wanted to give you a chance to predict which PPC ad received a higher clickthrough rate.

The marketer with the best answer will win a copy of Kristin Zhivago’s book, Roadmap to Revenue.  Kristin is a speaker at the upcoming Optimization Summit 2012 in Denver.


The background

In a recent PPC test for a MECLABS Research Partner (designed in part by Amy Harold), the Partner wanted to see which ad would generate more clicks. The goal here was to learn enough about the audience to be able to plan a content strategy that would pull in more prospects to their offer.

Here are the four treatments we tested:



How to win

To win the book (and the respect of your peers), you need to tell us two things in the comments of this blog post:

  1. Which treatment won
  2. Why it won

The marketer who guesses the correct treatment and gives us the best reason why they think that treatment won, will win the contest and be featured on this blog post as having near-psychic levels of marketing intuition.

So go ahead and study the slides embedded above and then leave a comment below. But do it quickly because the deadline is 4:00 EDT today.

P.S. To be among the first to know whether you were right or not, you can tune into today’s Web clinic at 4:00 pm EDT (hence the deadline) where we’ll reveal the results and dive into how you can predict your customers’ behavior.



Congratulations to Tanith, who gave the nearest thing to a correct answer of any of the commenters!

If I wasn’t diagnosed, but wondered if I had the condition, I’d go for T4.


Technically, Luke Thorpe was the only one who gave the absolute correct answer, but because he works in this office, I’m not sure I believed him when he told me he hadn’t seen the winner beforehand. 🙂

So I can’t in good conscience make him the official winner.

Tanith will be receiving a copy of Roadmap to Revenue in the coming week or so.

Thank you to all of our commenters, and thank you especially to Tanith for having great marketing intuition!

Related Resources:

What Your Customers Want: How to predict customer behavior for maximum ROI – View the Web clinic replay to learn more about what your customers want

Online Advertising Forensics: We investigate how and why a text-based PPC ad produced 47% more conversions

How to Test Your Value Proposition Using a PPC Ad

Search Engine Marketing: Finding appeal for your PPC Ads