Join WordStream and Optimizely for an exciting new webinar about A/B testing and paid search. We’ll give you 7 real A/B tests that delivered UNREAL results by optimizing our paid search ads and landing pages. You will walk away with a better understanding of the paid search lead generation funnel and actionable steps to start A/B testing your pay-per-click advertising efforts and get more leads. Get ready to learn everything you need to know to drive unreal results from paid search through A/B testing! For more information, please visit www.wordstream.com.

1. 7 Powerful A/B Tests
that Drive More Leads from
Paid Search
&
Brought to you by:
www.wordstream.com/learn

2. www.wordstream.com/learn
Want to get smart in paid search?

3. #TestPPC
@Optimizely
@WordStream
Join the Conversation on Twitter
#TestPPC

4. Toni Pace
 Marketing Programs Associate
 Focused on lead generation through paid
search & website optimization
 Currently running 20+ A/B tests!
Meet The Experts
Ryan Lillis
 Conversion Optimization Strategist for
everything from startups to Fortune 100
companies
 Has worked in website usability space since
2006
 Advises companies daily on what to test
#TestPPC

5. If you're spending thousands of
dollars on search, you’d be
crazy to not be spending on
tools and software that can
help you optimize your
website.
Larry Kim
Founder, CTO
Wordstream
Why PPC + A/B Testing?
#TestPPC
“ “

6.  The Paid Search Funnel
 How to Generate More Leads with A/B Testing
 7 Test Ideas & Examples (with unreal results)
 Action Items & Tips
 Q&A
Today’s Agenda
#TestPPC

7. What is your experience
with paid search?
A. I’m a PPC pro!
B. I’m comfortable with paid search.
C. I’m a rookie.
#TestPPC

8. Send More
Potential Leads
Into the Funnel
Paid Search Funnel
Increase
Conversion
Rate Within the
Funnel
Leads, Customers,
Revenue
IMPRESSIONS
CLICKS
CONVERSIONS
1
#TestPPC
2

9. It’s Measurable!
#TestPPC
Click Through
Rate
Conversion Rate
Cost Per
Click
Average Position
Cost Per
Conversion
Total Conversion Value
Impression Share
Bounce Rate
Quality Score

10. How often are you
A/B testing for paid
search?
A. Always
B. Occasionally
C. Testing… what is this testing you speak of?
#TestPPC

11. Try two different
things. Measure which
one performs best*.
A/B Testing in a Nutshell
*The definition of “performs best” is entirely up to you.
#TestPPC

12. A or B?
A
B
#TestPPC

13. A or B?
A
B
#TestPPC
2.8%
More
Sign-ups

14. Testing the entire Paid Search funnel
IMPRESSIONS
CLICKS
CONVERSIONS
Leads, Customers,
Revenue
#TestPPC

15. Testing the entire Paid Search funnel
IMPRESSIONS
CLICKS
CONVERSIONS
• Keyword bids ($$$)
• New Keywords
#TestPPC
Leads, Customers,
Revenue

16. Testing the entire Paid Search funnel
IMPRESSIONS
CLICKS
CONVERSIONS
• Ad text, call to action
• Ad offers
• Keyword bids ($$$)
• New Keywords
#TestPPC
Leads, Customers,
Revenue

17. Testing the entire Paid Search funnel
IMPRESSIONS
CLICKS
CONVERSIONS
• Ad text, call to action
• Ad offers
• Keyword bids ($$$)
• New Keywords
• Landing Page Flow
• On-Page Elements
• Targeted Landing
Pages
#TestPPC
Leads, Customers,
Revenue

18. A/B test thy Ads.
#TestPPC

19. Test 1: Targeted Ad Text
#TestPPC
Why, yes.
This IS relevant to
my interests.

20. Test 1: Targeted Ad Text
Keyword Research for PPC
Free Premier Keyword Research.
Get More Out of AdWords and Bing!.
www.wordstream.com/keyword
Keyword Research Suite
Free Premier Keyword Research.
Try It Out Today For Free!
www.wordstream.com/keyword
1 2
55%
Increase In
Conversion
Rate
#TestPPC
37%
Decrease in
Cost Per
Converted
Click

21. #TestPPC
Test 2: Ad Text with Urgency

22. Fix Costly AdWords Errors
Use This Simple, Free Tool And Find
Your Errors in 60 Seconds. Hurry!
www.wordstream.com
AdWords Grader Plus
You Asked & We Listened. Grade Your
AdWords Account Like Never Before!
www.wordstream.com
1 2
106%
Increase in
conversion
rate
#TestPPC
Test 2: Ad Text with Urgency
54%
Decrease in
Cost Per
Converted
Click

23. #TestPPC
FREE
TRIAL
Ebook
Download
SUBSCRIBE!
View Demo
BUY
NOW
Test 3: Ad Offer

24. #TestPPC
Landing Page Setup Guide
The Ultimate Cheat-Sheet & Toolkit
To PPC Landing Page Success..
www.wordstream.com
PPC Landing Pages
Create, Test & Organize New Landers
Get Better PPC Leads Today.
www.wordstream.com
1 2
Test 3: Ad Offer
378%
Increase in
conversion
rate
72%
Decrease in
Cost Per
Converted
Click

25. #TestPPC
Try it out!
 Targeting: Try including a specific audience,
product model, or price in your ad text
 Urgency: Try to make your ad offer time
sensitive with a limited-time offer or sale
 New Offer: Try to think of another offer that
could educate your audience before they buy

26. A/B test thy landing page.

27. Test 4: Segmented Landing Pages
#TestPPC

28. #TestPPC
Test 4: Segmented Landing Pages

29. Test 5: Landing Page Flow
#TestPPC

30. ORIGINAL VARIATION
#TestPPC
Test 5: Landing Page Flow

31. Test 6: Landing Page Redesign
#TestPPC

32. Test 6: Landing Page Redesign
#TestPPC
ORIGINAL VARIATION
611%
Increase in
Conversion
Rate

33. Test 7: Dynamic Keyword Targeting
#TestPPC

34. Test 7: Dynamic Keyword Targeting
ORIGINAL VARIATION
20%
More
Checkouts
#TestPPC

35. Recap: 7 A/B Tests
0%
More
Checkouts
#TestPPC
1.Test targeted ad text.
2.Test ad text with urgency.
3.Test ad offer.
4.Test segmenting landing pages.
5.Test landing page flow.
6.Test a landing page redesign.
7.Test including keywords on page.

36. Learn More About AB Testing in…
learn.optimizely.com
#TestPPC

37. Where should I start testing?
www.wordstream.com/google-adwords
#TestPPC
www.wordstream.com/landing-page
Grade Your AdWords Account Grade Your AdWords Landing Pages

38. I would like…
A. A FREE 1-on-1 AdWords & Landing Page Grader walkthrough with
a paid search expert
B. To see Optimizely in action and attend a live walkthrough
C. Nothing at the moment
#TestPPC
Brought to you by:
www.wordstream.com/learn
Special Offers

39. Q&A
#TestPPC
Brought to you by:
www.wordstream.com/learn
&
@WordStream @Optimizely