ecmod 2011 adwords what makes people click 1 dec 2011

What makes people click? by Mel Henson

Why Adwords?

$2.73 BN

“Nobody clicks on Adwords”

Ninja or Novice

Ninja or novice

Search network – 95 character ads

History Invented 2000 Based on Yellow Pages idea Originally a Google-managed service Self-service for small businesses Spawned a huge industry

Simple in theory....

Quick and easy to set up...

Copy for your retail siteOn time, on brief and on budget.Trained, specialist writers.www.wordsthatsell.co.uk

Retail copy that worksTop UK copywriters – great serviceAsk us for a free quote & sample copywww.wordsthatsell.co.uk

Complex in practice

Each stage influences the others

StructureCampaigns & Ad Groups

Keyword Research & Selection

Keyword Match

Ad Copy

Landing Page

Click Thru Rate (CTR)

Quality Score

Better results for less ££££ The higher the

CTR & Quality Score

The less Google charge you per click

The higher up Google puts your ad

Adwords – a science as well as an art Keywords, campaign

management, analysis

Creative work (ads and landing pages)

TARGET AUDIENCE

Who she isLikes, hopes, fears

AN EXTRA DIMENSION What’s in her mind when she’s surfing

She’s following a scent

Not just the 95 characters

It’s the whole trail

COPYWRITING EXPERIMENTS

EXPERIMENT 1 – Happy Puzzle (Rush Hour)

Hypothesis– 6th Sept 2011

EXISTING AD NEW AD

{keyword:Rush Hour}

The Complete Rush Hour Puzzle Range

Buy today from Happy Puzzle.

New Rush Hour games

Rush Hour 4 & new Safari Rush Hour

Plus Rush Hour cards from £4.99

•‘Rush Hour’ search brings up Jackie Chan / hairdressers etc – so ‘games’ may be key

•Customer know Rush Hour

•Why us not Amazon? Entice with prospect of something new

Results 24 Nov 2011{keyword:Rush Hour}

The Complete Rush Hour Puzzle Range

Buy today from Happy Puzzle.

New Rush Hour games

Rush Hour 4 & new Safari Rush Hour

Plus Rush Hour cards from £4.99

CTR – 1.29% Conversion – 2.38% Cost per sale - £1.16

CTR – 0.76% Conversion – 6.25% Cost per sale - £0.44

Old Ad New Ad0

0.5

1

1.5 CTR

Old Ad New Ad01234567 Conversion

Old Ad New Ad£0.00

£0.20

£0.40

£0.60

£0.80

£1.00

£1.20 Cost per sale

EXPERIMENT 2– Happy Puzzle Clock Kit

Hypothesis– 6th Sept 2011

EXISTING AD NEW AD

The Amazing Clock KitBuild your own real wind-up clock.

Buy now for £14.99!

Free ‘Amazing Clock Kit’ Watch your child build a clock

Great gift, 5 yrs+. Buy 2, get 3rd free

•Delivers on landing page headline of ‘Buy 2 Amazing Clock Kits and Get 3rd FREE 

•Free – powerful word

•Mum or gran buying gifts – age range is important

Amazing Clock - resultsThe Amazing Clock Kit

Build your own real wind-up clock.

Buy now for £14.99!

Free ‘Amazing Clock Kit’

Watch your child build a clock

Great gift, 5 yrs+. Buy 2, get 3rd free

CTR – 3.18% Conversion – 3.28% Cost per sale £3.15

CTR – 2.05% Conversion – 2.7% Cost per sale - £3.24

Old Ad New Ad0

1

2

3

4 CTR

CAUTION: Very small baseOld Ad New Ad

0.00

1.00

2.00

3.00

4.00 Conversion

Old Ad New Ad£0.00

£1.00

£2.00

£3.00

£4.00 Cost per sale

Cost per click10% less

Amazing Clock ‘Price’ v ‘Saving’The Amazing Clock Kit

Build your own real wind-up clock.

Buy now for £14.99!

The Amazing Clock Kit

Build your own real wind-up clock

Buy 2 and save £3!

CTR – 3.18% CTR – 4.46%

CAUTION: Very small base

Amazing Clock – ‘Price’ v ‘Emotion’The Amazing Clock Kit

Build your own real wind-up clock.

Buy now for £14.99!

Mummy – Look what I made

Kids love this clock that they

make themselves. Just £14.99.

CTR – 3.18% Conversion – 3.28%

CTR – 0.99% Conversion – 0%

CAUTION: Very small base

EXPERIMENT 5 - Happy Puzzle Tantrix

Hypothesis– 6th Sept 2011

EXISTING AD NEW AD

Tantrix PuzzlesFull Tantrix Range -

Trax,Xtreme and Magnetic.

Tantrix PuzzlesWe’ve picked the three

bestTantrix for you. Buy now.

•Customer must be aware of Tantrix

•Again need an ‘Anti-Amazon’ edge

•‘Expert’

Results –Nov 2011

Tantrix Puzzles

Full Tantrix Range – Trax,

Xtreme & Magnetic

Tantrix PuzzlesWe’ve picked the three best

Tantrix for you. Buy now.

CTR – 2.13% CTR – 3.39%

Old Ad New Ad1.9

2

2.1

2.2

2.3

2.4

Buy now’ or ‘See them here’Tantrix PuzzlesWe've picked the three best

Tantrix for you - see them here.

Tantrix PuzzlesWe've picked the three best

Tantrix for you. Buy now.

Buy now2.6%

See them here3.4%

0.00

1.00

2.00

3.00

4.00CTR %

EXPERIMENT 7- LoveMyDog Free Book

Free Book Campaign

7 Top Tips for a Happy Dog

New book - beautifully illustrated

Download yours now for free

www.lovemydog.co.uk

What did our customer do? 48 clicks in a row

Not one downloaded the book

And it was free!!!

We looked at what the customer had to do...

FREE BOOK

7 Top Tips for a Happy DogNew book - beautifully illustratedDownload yours now for freewww.lovemydog.co.uk

EXPERIMENT 8 – LoveMyDog free gift

27 clicks, no sign up

Change 1 – Landing page

Before:1 - home page & 2 - sign-up page

After:New landing pageImage & more copy

Change 2: Keyword Match Before: All Broad Dog birthday Birthday dog Dog gift Birthday presents for dogs

After: Broad, Phrase & Exact

“Dog Birthday” [Birthday Dog] “Birthday Dog” “Dog Gift” [Birthday presents for dogs]

Change 3 – tested New ad copy

Free dog birthday presentLoveMyDog the UK's leading designerdogwear will send your dog a gift.

CTR 1.81% Conversion 12.5%

A free gift for your dogWe'll send you a gift for your dogon their birthday - sign up now

CTR 1.62% Conversion 18.18%

Birthday Gift or Birthday TreatBIRTHDAY GIFT

We’ll send you v Let us send youWE’LL SEND YOU

COPYWRITING TIPS for 95 character PPC ads Single focus eg: Benefit USP Offer (limited time, free delivery etc)

Relate it to the landing page

Be specific, not general

Seasonality

Play with word arrangement New /Free – first/last

WHAT MAKES PEOPLE CLICK? Combination of

factors

Testing is key

Details can make the difference PPC Ad A

2%PPC Ad B

3%

0%

1%

2%

3%+50%

1%

Presented by Mel Henson Nick Begy for

Happy Puzzle

James Aston & Harry Carr (Money Spyder)

Lilly Shahravesh (LoveMyDog)

Follow me on twitter@flicksandclicks

And thank you for listening

mel@wordsthatsell.co.uk

Headline copy is vague

Body text is overly general and doesn’t say why this business is different

Does not say what the customer should do.....Call? Buy? Click?

Headline mentions a specific product

Body text features a discount and a special offer

States the exact action a customer should take