This document summarizes a webinar featuring Neil Patel of KISSmetrics and Caleb Hutchings of WordStream. They shared seven tricks for improving pay-per-click (PPC) campaigns, including testing call-to-action button placement, optimizing landing pages for search engine optimization, leveraging conversion tracking, and ensuring ad copy matches the landing page. Attendees were offered a free demo of WordStream PPC Advisor or KISSmetrics software.

1. Caleb Hutchings
WordStream
Neil Patel
KISSmetrics

2. Meet The Experts!
Neil Patel
Caleb Hutchings
Co-Founder, KISSmetrics
Client Success Manager, WordStream
• Serial entrepreneur, angel investor & digital
marketing specialist
• Co-founder of Crazy Egg & KISSmetrics
• Has spoken at over 100 web marketing
conferences
• Has worked closely with companies like
Microsoft, TechCrunch, HP, Amazon and GM.
• AdWords & Bing certified
• Manages PPC accounts with budgets
ranging from $1500-96K
• Has worked with hundreds of PPC
accounts across all industries

3. Take Part In Live Blogging!
Include the hashtag #wordstream in your
Twitter tweets, Google+ status updates, etc.

4. TRICK #1
KEEP PEOPLE FOCUSED ON YOUR CTA

5. CTA Tips
CTA Tips
1
Test placement, especially above fold
2
Make sure your CTA’s pop (test colors)
3
Focus people’s attention by limiting your
offers

6. RESULTS
INCREASED CONVERSIONS BY 138%

7. TRICK #2
TEST LONG VS SHORT CONTENT

8. Content Length Tips
1
Use long content for big asks
2
Relate content to your PPC terms
3
Whether you use long or short copy, it
should be focused around objections

9. RESULTS
INCREASED CONVERSIONS BY 30%

10. TRICK #3
OPTIMIZE YOUR PPC PAGES FOR SEO

11. SEO Tips for Your PPC Pages
1
Don’t forget about your code
2
Good content generates social shares
3
Build links through manual outreach

12. RESULTS
INCREASED TRAFFIC BY 39%

13. TRICK #4
LEVERAGE CONVERSION TRACKING

14. 55% OF PEOPLE DON’T
TRACK
Conversions!

15. Conversion Tracking
Conversion Tracking
1
First step towards optimization
2
Highlight Keywords that earn sales
3
Use Google’s Tag Assistant extension

16. Google TagTag Assistant
Google Assistant

17. TRICK #5
TWO STEP LEAD CAPTURE PROCESS

18. RESULTS
INCREASED CONVERSIONS BY 10%

19. TRICK #6
KNOW WHERE YOU STAND

20. Test, Tweak, & Repeat
Test, Tweak, Repeat
1
Roll out A/B tests
2
Try different types of media
3
Measure your results specifically

21. Test, Tweak, & Repeat
Test, Tweak, Repeat
1
2
Roll out A/B tests
Version A
Version B
3
+128% conversion improvement on Version B

22. Test, Tweak, & Repeat
Test, Tweak, Repeat
2
2
3
Try different types of media

23. 3
Measure - WordStream AdWords Landing Page Grader
www.wordstream.com/landing-page

24. TRICK #7
MAKE SURE YOUR ADS MATCH THE PAGE

25. Copy Tips
1
Use your keywords within your copy
2
Test the placement of your keywords
3
Make sure your copy answers common
objections visitors have

26. RESULTS
CPA DECREASED FROM $60 TO $43

27. Special Offers! Would You Like…
a) A FREE live demo of WordStream PPC Advisor
b) A FREE personal demo of KISSmetrics
c) Nothing at the moment

28. Your Questions
Thank you for attending WordStream
and KISSmetrics webinar!
Benchmark your AdWords landing pages free today!
http://www.wordstream.com/landing-page
Get your free personal demo of KISSmetrics today!
http://grow.kissmetrics.com/webinar-39-demo
Neil Patel
quicksprout.com
npatel@kissmetrics.com
Caleb Hutchings
@CalebHutchings
chutchings@wordstream.com