Internet Marketing Journal - MarketingExperiments.com

FREE subscription to more than $20 million in marketing research

Enter your email below to receive the latest in marketing research and exclusives offers from MarketingExperiments.

create Lab ID
We value your privacy. View details on how to contact us.

You can also get our latest research delivered to you via our social media feeds below.

 

Follow us on Twitter Join our Optimization Group Visit the MarketingExperiments Blog
Listen to our MP3 Podcast Listen to our podcast on iTunes Watch videos on our YouTube Channel

Free Clinic

Our Next
Free Clinic



Leveraging Content to Generate Leads: 3 simple tactics one company used to achieve a 96% increase in leads

Wednesday, August 13, 2014
4:00 - 4:35 p.m. EDT

Reserve My Place


Research Topics

Site Optimization

Email Optimization

Search Optimization

Marketing Optimization


Training


Search


"Your emails and website provide the common sense that we often leave at the door to the office."

David Jones
Senior Practice Leader
Kaiser Permanente




"I often change small things across many pages as MarketingExperiments gets me thinking about how to increase the straighforwardness of my pages for the visitor."

Amanda Schaner
Marketing Coordinator
Home Science Tools




"The live web clinics are very humbling. I think we're doing a pretty good job. But every time I attend, I realize we could do things much better for our clients. I consider MarketingExperiments my encyclopedia, and parrot the principles I learn every chance I get."

Troy O'Bryan
Co-Founder and Chief Response Officer
Response Capture, Inc

Home arrow Search Optimization arrow Optimizing PPC Ads
Optimizing PPC Ads
Wednesday, 26 January 2011
Synopsis

Read Read     Watch Watch    Listen Listen

Topic: Optimizing PPC Ads: How to leverage the full potential of 130 characters by clarifying the value proposition

Competition for a customer’s attention has been a roaming battle throughout the years. Newspapers. Radio. TV. But today, the front lines are in online search. As reported by our sister company MarketingSherpa, forecasts on the spending for search advertisement alone will break the $25 billion mark for the first time in 2011. But spending lots of money is never enough when it comes to gaining your customer’s attention. For as bad as an economy may be, you will never be the only one spending money to speak to your customers -- especially in the case of PPC.

Addressing this current marketing challenge, Dr. Flint McGlaughlin covered the number one contributing factor to the success (or failure) of any PPC campaign. Often, many marketing departments can get swept up in the rigmarole of trying to stay current with all the new technological “bells and whistles” associated with search optimization, when only one thing really matters. Our research suggests that ensuring a PPC ad clearly communicates a value proposition is the single-most effective way to drive more qualified clicks.

During this live one-hour teaching session, Dr. McGlaughlin walked through a PPC experiment resulting in a 302% increase in projected profit, illustrating the craft of effectively expressing the value proposition in a PPC ad. He broke his teaching into three parts:

Part 1: The Primary Value Proposition of an Offer

“If you had just ten words to explain why people should buy from your company instead of another, what would you communicate?” Dr. McGlaughlin asks the audience. “Your answer to this question will determine the effectiveness of your value proposition.” Then, in an effort to help simplify this even further, he provided a breakdown of what makes a value proposition truly forceful:

AppealHow much is this offer desired?

ExclusivityIs this offer available elsewhere?

CredibilityHow believable are your claims?

He walked through each one of these components explaining how to properly understand them in light of your “primary” value proposition, and then how to connect them to, what he called, the “sub-value proposition” of your PPC ad.

Part 2: The Sub-Value Proposition of a PPC Ad

At this point, Dr. McGlaughlin taught that for every action you desire a visitor to make (a click in the case of PPC), there must be an immediate promise of value that outweighs the cost of that action. Thus, he made an important distinction between the primary value proposition of an offer and the sub-value proposition of a PPC ad.

“And though these points of value are distinct,” he commented, “they rely upon the same factors of force: appeal, exclusivity, and credibility.” Further, in order to ensure that you are effectively crafting a PPC ad, you must measure a sub-value proposition by its appeal, exclusivity and credibility, and then communicate it throughout the entire conversion process.

He closed this part of the presentation with multiple “good” and “bad” examples of PPC ads as they attempt to express an effective value proposition.

Part 3: Live Optimization of Audience-Submitted PPC Campaigns

Finally, because some of the material had a more theoretical leaning, Dr. McGlaughlin provided practical application to real-life PPC scenarios. Taking audience submissions of PPC campaigns, he gave live optimization advice and recommendations for testing, based on the principle taught in this session.

Download the MarketingExperiments Quarterly Research Journal:

Q1 2011

View the clinic replay, or listen to the audio recording (mp3), to learn from our researchers as they present these important insights from 2010.

Webinar Video 2010-08-11
Presentation will open in new window

Listen to an audio replay of the presentation:

iTuns Subscribe to our podcast on iTunes

Audio Subscribe to our mp3 podcast

Watch the next Web Clinic in real-time

Enter your email below for invites to our Web Clinics featuring:

  • First access* invites to Web clinics
  • Latest discoveries in online testing and optimization research
  • Interactive Q&A with the MECLABS research team
  • Live analysis of audience-submitted landing pages and wireframes

You will also receive updates on the latest in marketing research and exclusives offers from MarketingExperiments.




Subscribe for FREE

* Seating is limited to 1,000 attendees and fills quickly

We value your privacy. View details on how to contact us.

About This Brief

Credits:

Presenters
Dr. Flint McGlaughlin
Jon Powell
Tony Doty

Writers
Austin McCraw
Daniel Burstein

Technical Production
Joelle Parra
Nicole Evans
Cliff Rainer

Additional Contributors
MECLABS Conversion Group


::Top Of Page::