Category Archives: conversion optimization

Conquering Google Adwords

What Should I Spend?

This is probably one of the top question that I get as a PPC manager on a daily basis.  Google advertising is such a black hole for most people and they have no clue what to even expect.  Everyone thinks that their company is going to blow up overnight as soon as they flip the switch to PPC advertising.  While I have seen overnight success for a few companies, unfortunately it is usually not that easy.  When starting out an adwords campaign I usually recommend that you spend at least $100 a day. If you want a strong chance of turning a positive ROI then you need to fully commit and use a budget that will provide actionable data and conversions. Too often companies provide small advertising budgets and expect to make a crazy return on their investment. When these companies don’t see the returns they dreamed about, then who gets the blame? It is not the penny pincher who wanted to achieve big returns on a shoestring budget.  Having a small budget can be like having a flame, but not putting any wood on it to let it grow.

How Do I Build a Campaign?

My general rule when it comes to building campaigns is that you usually can not have too many campaigns, however there is a balance because each campaign will have to be allocated its own budget. This is a good idea to have different campaigns for each search, display, and remarketing because each type of marketing behaves differently. Campaigns also come in handy when you have business with different locations and multiple products in order to keep things separate and to be able to adequately track everything.

How do I Build an Adgroup?

If you know anything about Google, then you know that Google rewards relevant content.  Best practice when creating adgroups is to group them in tight themes. You will want to do this so that you can also create the most relevant ads for each adgroups. This will allow you to get great quality scores which will reward you with better placement and cheaper clicks. It is also great practice to always have 3 different types of ads showing in each adgroup.

Managing Keywords

Once you have created your keywords list and with an adequate budget you will be able to run your ads and look at the data to see what keywords are working and what keywords are wasting your money. This is why you need a bigger budget so that you acquire enough data to have actionable data. With all this data you will be able to identify exactly what keywords are worth paying for to maximize ROI.

What About Bid Management?

I believe that to be able to get a decent ROI, your ads have to be placed in the first 1-3 positions. I like to target the second and third position personally. I do not like to pay a premium for the first position. In order to achieve these results I am a big fan of setting up certain bidding automations to cut down on the busy work of managing adwords.


Always Be Testing (ABT). These are words to live by as a marketer.  Adwords requires constant testing to be able to tweaks things to keep getting better and better. You could always be testing different ad copy, different display ad pictures, different hooks, and so forth. This is the fun and the frustration with marketing because it is a never ending process. You must be continuously tweaking.


I have found that Google Adwords can be really complex to be able to turn a profit. It has taken years of experience and many trial and errors. I recommend that when looking to advertise that you trust a professional that does this on a daily basis, so that they can implement all the tips and tricks of the trade.


These are just a few things I have learned over the years.  I would love to hear your comments below.

The Contact Form

The goal of a landing page is to collect information from site visitors with the hope that they will be converted into a customer. From a business standpoint, we would like as much information as possible from these potentials. However, the average site visitor wants to spend as little time as possible filling out the contact form to get access to the offer they’re trying to receive.

In an article from HubSpot’s Social Media Scientist, Dan Zarella, looks at which types of form fields lower or increase customer conversation rate. From his studies we are able to analyze the best approach to a successful contact form.


In Zarella’s studies, he found that as the number of form fields increases, conversation rates of customers slightly decrease.


This graph represents as the number of single line text fields increase, there is a small decrease in conversation rate.


This next graph shows that multiple text areas have a noticeably shrinking effect on conversation rate.


Lastly, this graph proves that multiple drop down fields, can lower your companies conversation rate.

We can infer from Zarella’s study that the fewer form fields implemented on your landing page will bring you greater conversation feedback. In fact, conversation rate improves by almost half when the number of form fields are reduced from four fields to three- that is a 50% increase!

A few small details that will keep your contact form most efficient is by reducing all friction. The more friction you can eliminate from the user experience, the more your conversation rate will increase. One way to do this is by creating trust on your page. Reconsider the information you are requesting in your form fields; if you do not need it right away, get it from the user later. Another thing you might want to consider is providing the user with help text. By utilizing help text, you are telling the customer exactly how to fill out the form by eliminating any extra thinking on their end. Last but not least, don’t be afraid to design your contact form; it should be memorable to the customer, as well as clean, simple and efficient.

Enhanced CPC: Is This Always The Right Choice?


When choosing a click-focused bid strategy, is clicking the “Enable Enhanced CPC” button always the right choice? What Enhanced CPC means is exactly how it sounds, it optimizes your cost per click if Adwords presumes it as beneficial, or not beneficial, to your campaign. This feature can increase your bids for clicks by up to 30% if deemed good for the campaign, and lower the bid by any amount if it seems that the campaign will not benefit. Seems awesome right? This may not necessarily be the case.

While Enhanced CPC can be beneficial for a campaign with a good history of conversion data, a new campaign with Enhanced CPC will most likely not perform at its best. It can drive down traffic for a new campaign and make your campaign not work as how you would’ve hoped.  It’s not going to do a good job if there is no data to base its bid decisions over. What is our verdict?

Use it for a campaign with good historic conversion data. This is where the Enhanced CPC feature may perform at its best and be the most beneficial to your Adwords campaign, with potential for increased conversion rate, increase ROI, and overall lower costs. However,for a new campaign, we recommend not using it. Be smart with Enhanced CPC, make sure it’s right for you.

Lead Gen And Bounce Rate In Adwords

bounce If you have a lead gen site you know how difficult it can be to manage a complex advertising campaign on Adwords, Bing, or Yahoo because it becomes difficult to track which keywords are producing phone calls. There are a lot of metrics you should be paying close attention to but bounce rate is usually one of the first I look at with a new campaign.

Bounce rate represents the percentage of visitors who bounce (leave ) from your site without visiting other pages. If you have certain keywords with high bounce rate you should usually consider one of two things:

  1. Remove the keyword you are targeting in your adwords campaign
  2. Change the message on the page you are sending traffic to.

To see bounce rate in your Adwords account it is important to link your Google Analytics account with your Adwords Account. After you do that you will be able to add a couple of columns like bounce rate and time on site.

Focusing on decreasing bounce rate will improve the quality of your advertising campaigns and lead to a better performing website.





Don’t Forget About Your Scent

smellHere at Web-Op we have many conversations about improving landing pages for different campaigns we are managing. There is nothing we love more than seeing conversion rates increase. We often discuss the design, call to action, and message of the page. We review the page to ensure the message has clarity, rewrite the copy to focus on benefits rather than features, and add security registrations to make visitors feel nice and safe. Often, however, the real culprit for low conversion rates is lack of scent.

The ad a visitor clicks on needs to smell like the landing page you direct them to. Lack of scent can create confused visitors – and confused visitors rarely do what we want them to do.

So what makes good scent?

  1. Ad copy needs to match the landing page copy. Try to have the main heading of the page as close to the main heading of the ad as possible. The rest of the copy of the landing page should focus on a single purpose: the message of the ad copy.
  2. Ad design needs to match the design of the page.

If your ad copy and design match up you are maintaining scent.

Now, I know what you are thinking. “I have a lot of different ads in my campaign.” You have a couple of options here. You can create a new page for each ad or you can create one page that shows different messages for each ad by loading content dynamically using a PHP query string.

Here is a little piece of code Ryan Underdown has used recently to capture the right headline.

This will work with a url like


$headline = $_GET[“headline”];

$headline = str_replace(‘+’, ‘ ‘, $headline);


So if you are trying to increase conversion rate make sure you maintain scent.