• http://tessarexroat.com tessa6461

    This is a great, succinct list! It’s easy to get lost in the weeds of PPC – thanks for putting together a quick reminder how to keep an eye on the bigger picture. My only disagreement would be that testing should be an almost ongoing, and certainly high value, process, since the rewards are so great in comparison to the work input.

  • http://www.chadsummerhill.com ChadSummerhill

    Great post! Looks like I’ve got some work to do.

    Testing “unique selling propostions” has had a huge impact on our landing page testing efforts, so it is great to see it on your list.

    We’ve gone from the mid teens for conversion rate up to around 30% site average over the past 2 years, and most of that can be attributed to presenting the correct value proposition to the right cutomer segment.

  • http://www.rimmkaufman.com George Michie

    Thanks for your comments, Tessa and Chad.

    One size does not fit all in paid search. Many disagreements among knowledgeable paid search folks boil down to differences in the types of accounts they work on (size, business model, vertical, etc.) We end up shouting about what matters most, when what matters most really varies tremendously from account to account.

    Ongoing testing of landing pages or copy can be valuable for some and can be a waste of time for others. It just depends on the potential to positively impact the results, and the amount of time dedicated to the task. Too often, folks get hung up trying unsuccessfully to raise the bar in one area and totally neglect all the other pieces of the puzzle.

    In our experience, it tends to be much easier to raise the conversion rate bar for lead generation accounts than for shopping cart accounts, perhaps because the folks taking sales on the site have put so much attention into testing for so long. Lead gen folks also need to be careful that the increase in the quantity of leads taken per hundred visitors isn’t eviscerated by an equal decline in the quality of leads taken — but Chad is smarter than I am, so I’m sure he’s all over that!

  • http://www.chadsummerhill.com ChadSummerhill

    We are in the moving & storage industry, so we are lead-gen. Your point about the “quality of leads” is right on target.

    I do my best to qualify leads at the text-ad level (careful this hurts quality score). After I’ve already paid for the click I want as many conversions as possible. There are lots of variables that affect the quality of our leads and some are totally market-driven and out of our control. We are also branching out with our offerings so that we don’t have to say no to so many formerly un-qualified leads (like our new full-service MoveBuilder service). We were already paying for the lead might as well have something to sell them.

    How smart I am is debatable, but I am smart enough to have recognized the need for an end-to-end view of our data. And over the past couple of years we have got our data in shape to the point that we can start asking the hard/smart questions.