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A Tale of AdWords: The Conversion King

This post is a rough translation of a brilliant and authoritative account of Howie Jacobson, one of the most knowledgeable of AdWords. If you want, here you can read the original English

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AdWords A story: King seeks

heiress was once a king who had three daughters. Was approaching retirement age and realized that he had spent his entire reign listening ballads about his greatness and generosity, neglecting succession planning, and now this issue had become desperately urgent.

What daughter would choose to govern the country after him?

decided to put her three daughters to the test. I obtained the best results would win eternal admiration and the opportunity to move into the best room in the castle after he had retired to spend his last days in Benidorm.

This was the assignment:

"You 4 weeks to find the world's sweetest Peach "

daughters go to the search for peaches

The eldest daughter, who was too busy to waste time Facebook and looking for a damn peach, 3.95 weeks and then waited went to a nearby garden, plucked a peach from the lowest branch of the nearest tree, and ran back to the royal throne room for the tasting.

The middle daughter, who had a little more time on their hands from he discovered Twitter, tasting peaches spent four weeks in all local farms. When found the best orchard peaches tested different trees, tree discovered the sweet, peach grabbed a low branch, and ran back to the royal throne room for the tasting.

The youngest daughter, who knew by reading fairy tales that was expected to win, he felt pressure to not disappoint, spent the first week traveling around the kingdom, sampling random samples of peaches each of the four growing regions.

Once he learned that the Southeast region had, on average, sweetest peaches, spent the second week of sampling in each of the orchards of the region.

Upon discovering that a garden called Happy Peach produced consistently the sweetest parts in the Southeast, spent the third week randomly selecting peaches from the trees in this orchard.

When the tree was clearly established as sweet, spent last week enjoying the different branches of that tree. The last day, started the biggest and carefully took him to the royal throne room for the tasting.

What daughter would invest your money?

What does this have to do with AdWords?

is possible that you do not mind the fictional princesses and peaches, but I'm sure you concerned about your business. So here's the question: ¿qué princesa eres tú cuando testas los mensajes de tus anuncios?

¿Qué princesa eres tú?

Aproximadamente el 90% de los empresarios son la princesa mayor. Escriben un anuncio, lo suben al asta de la bandera de AdWords para ver quién saluda, y luego creen que han terminado con el proceso de creación de anuncios. Éstas son las personas que a menudo se quejan de que el marketing online no funciona, que AdWords no es más que otra estafa, y que deberían ser cocinados como un pavo por jugar con las esperanzas de las personas.

Otro 9% de los propietarios de negocios son la princesa mediana. Entienden la importancia de los tests, y puede que sean disciplinados with the tests, but are stuck in a rut that severely limits the improvements that can be done. Instead of trying out different concepts, are thinking of new ways to say "free shipping" and experimenting with commas and semicolons and capitalization.

Initially, these tests can yield results, but over time, this attention to minutiae at the expense of big ideas leads to stagnation.

Only 1% of employers (Disclaimer: I am making all these numbers to make drama, I have no idea of \u200b\u200bthe actual percentages) are the young princess. Tested in a logical and methodical. Virtually is assured to find, if not the sweetest peaches or advertisement more attractive of the earth, at least one very near the top spot.

These entrepreneurs-young princess is not afraid to wander far from their comfort zone. Do not make assumptions about who your customer what they want, why they want and how they want. Investigate, make conjectures, and test assumptions in a hierarchical fashion. Making

tests

AdWords Checkmate In Camp, we spent a day and a half creating new ads, new landing pages, new titles, new responses to the objections, and new ways of appealing to our ideal client. Leaving it here everyone go home happy. After all, now have a thorough understanding of your market.

But not really know how these new ideas are stacked against each other, and how they are tested. Unlike other media where they can spend months and tens of thousands of dollars before you know if you have a fresh peach or a fiasco, in AdWords you can test quickly and cheaply.

We design a plan of action: a framework to put your ads to work and find the best and most profitable ads.

1. Start with the region

In AdWords, the region is the WHO. Who looks with your keywords? Dentro de ese grupo, ¿quién es tu cliente ideal? Hasta que no conozcas a tu cliente ideal, es una tontería empezar a afinar el lenguaje y ofertas.

2. Afine en el Huerto

El huerto de AdWords es el QUÉ. ¿Qué desea encontrar tu cliente ideal en el momento de la búsqueda? ¿Un producto? ¿Un servicio? ¿Un manual de bricolaje? ¿Una revisión? ¿Orientación? ¿Información general? Observe que el QUÉ cambia a medida que su cliente ideal pasa por diferentes fases del ciclo de ventas. No pienses en lo que quieren en última instancia, sino en lo que quieren en este momento, en el momento exacto de su búsqueda en Google.

3. Choose a tree
AdWords
The tree is the WHY. Why do they want what they want? Why are you looking for? "To solve a problem or to capitalize on an opportunity? "To prove you are worthy? "To get love? "To stop a feeling of frustration or confusion?

4. Choose a Branch
AdWords
The branch is the HOW. How do you want? What are the characteristics of supply? "Free shipping? With horizontal stripes? "Course online or download in PDF format?

More Checkmate Training Camp - at cost zero

As part of my promotion for Checkmate Camp in Chicago June 10 to 11, 2010, I am giving away a lot of my best training material ...

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From here explains Howie Jacobson its educational offerings and the many educational resources that gift. If interested, consult it by clicking here .

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Arts & Entertainment

Resistance will have its own obelisk on Avenida Las Heras and Castelli

Saturday, April 3, 2010 - Published in the print edition - North Journal

is 8 meters high and is in progress. Urban totem is the artist Leonardo Gotleyb works at the intersection of Las Heras and Castelli avenues, where it will be called as a new icon of the city.

"The initiative was Fabriciano, after the show we did with Clorindo Testa, in 2008, the Faculty of Architecture at the Universidad Nacional del Nordeste, "recalled the author, who faces the hot sun this autumn delayed compared to the reinforced concrete structure. "We are now in the final process of venecitas placement." Gotleyb
apply the obelisk about 20 thousand pieces of this unique material, made mostly of glass, in three ranges: white, red and black. With each unit, designed almost like a computer pixel, the artist captures an image of his artwork, developed mainly in engraving, a technique that distinguishes him and allowed the most important awards, both in our country and abroad.
"While I come from the recording, I had an important experience when Murvi Foundation convened a group of prominent artists in the country to work with your product," he said. That product is the traditional venecitas, from the Byzantine wall and, for years, were in a process of disappearance. However, our country has Murvi, one of the leading manufacturers of the continent and one of the few in the world to rescue this old technique is now frequently applied in pools and fountains.
From that series of samples Gotleyb shared with Luis Felipe Noe, John Doffo, Marta Minujín and Alicia Diaz Rinaldi, among other popes, the rise to urban totem was an almost obligatory way. "Urunday Foundation and the University joined forces to build this work fills me with pride," said the artist, for whom the proposal summarizes their closest worlds: "The obelisk refers to the totemic, a very strong presence in cultures originating as present in the Chaco life where I was born and raised. But it is an urban symbol, since the image which contains in its four sides, so I can join the universe of the city with the indigenous cosmogony. " The challenge



The artist admits Chaco the challenges that had to overcome to get to work. "I always worked in engraving and I had experiences with these materials in small format, but never a work of such large dimensions," he admitted. To overcome this, assembled a team with students from mural of the National Art Institute (IUNA), specifically with expertise in this discipline Professor Margaret Court.
"We worked for six months and we had to build a large table covered the living room of my house," he explained. Thus, in the heart of La Boca, the Chaco hosted interns in the chair to finalize the project in motion pictures. "
A basic issues was to define how to use venecitas: only as a coating or for development of an image. Thus took shape the idea of \u200b\u200busing them as part of a speech that would develop their prints, as if wrapped the obelisk brand. Already
Resistance Gotleyb enters the home stretch and stresses that without the convergence of many inputs and wills, this project would not be possible. In Urunday strategy and resources UNNE - thanks to Federico Veiravé management - joined their presence Weber-Igamm signature, leading iron and El Yunque, with materials to build the block.
Urban Totem will be opened on May 25, as part of the official Bicentennial to be held in our province. Agenda


While bulky
hastens the realization of his totem urban Gotleyb confirms its agenda for the remainder of the year. In many cases, their activities will be closely linked to the Chaco cultural life, but in others will return to the international level as he was called for the exhibition which brings together 50 Latin American masters of engraving - and as many in Europe - at the Fifth Biennial Douro International Recorded in Alijó, Portugal. Also, in October to return to Colombia to repeat the experience of last year: give a lecture, offer a workshop and mount an exhibition in the city of Pereira.
In our study, was called by the fledgling School of Fine Arts UNNE for various activities. "In June tecnoxilografía dictate a course and then we will make a big move from artists' books, with a sample to which I curated and a conference on this topic by Rodolfo Aguero, former dean of IUNA" he explained. Gotleyb
confirmed that resistance will bring Alfredo portholes, one of the most important living artists of our country, to give a lecture. "Similarly, in September plans to showcase at the Cultural Center East", he added.

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heir web search: side effects

sure you know the purpose of improving the conversion ratio your website. But you may not be aware of one of its side effects. is the effect we might call "the alley to grand avenue "

improve web conversion means to improve the ratio by which visitors entering a website is transformed into something profitable, whether a sale today or a future sale.

If you think a store would be like going from gray-disgruntled sellers have-you-are-the-floor-every-two-by-three vendors have nice-always-attentive-and-resolutions.

When you get to have more of the latter there is also a side effect "of the alley to the high road": improved efficiency allows you to move your store to the Castellana and the Paseo de Gracia, pay high rents despite the increase in costs, making the business profitable.


An example with Google AdWords

Watch this simulator offers a real campaign:



Now imagine that between you and I have a couple dozen apartments in Barcelona (nice view " no) and we want to rent to tourists in Italy. We

numbers and see that, at most, we pay € 0.26 per click. Therefore, searches for "appartamenti barcellona" as much we can access to 421 impressions (searches with those keywords) of a possible 4,100.

Note: this is not known for many advertisers. Many believe enough to tell Google AdWords want the word "appartamenti barcellona" for our ad appears whenever someone writes it in the browser. The reality is quite different , Google gets to walk your ad only when you are interested, can occur in that almost never sees sunlight.

If we raise the maximum cost per click would agree to more public. Go from having 10% of the traffic as possible up to 30%, 50% or 100% depending on the "venue hire" us to pay.

But we can not meet higher cost per click ... unless we improve the business itself. That is, we improve web conversion.

If we double the effectiveness of the website, for example by demonstrating why they are the best apartments in the city value for money, we pay twice per visit. Skip

of 0.26 € to 0.57 € per click means going from 421 to about 1,890 prints, over four times the initial traffic!

This concept can apply to Google AdWords, banners or emailing. But the important thing which means that wins the game on the Internet is not necessarily the one with more money,
but that has more brain.

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A parallel in the offline world: in Avenida Diagonal, one of the most expensive streets of Barcelona, \u200b\u200ba Ferrari dealer (cars of € 200,000 or more) closed almost ten years and local was occupied by Zara (rags from 9 €).

After these years and despite a crisis, the high capacity of "conversion" of Zara stores allows them to not only pay one of the most expensive rents in the city but also make it profitable.

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Disarmament

Month April Universum Nuclear Disarmament,
Youth for a Culture of Peace

Mexico has been characterized by active participation in activities that promote nuclear disarmament, nonproliferation and the elimination of other weapons of mass destruction. In addition, as a promoter of the Treaty of Tlatelolco, which established in Latin America and the Caribbean's first Nuclear Weapons Free Zone in the world, is one of the main drivers of the creation of more nuclear weapon free zones.

efforts to reduce military spending, which in 2008 accounted for 1.46 billion dollars, and for the development of peoples, are at a time key. From 3 to 28 May this year be held Review Conference of the Treaty on the Non-Proliferation of Nuclear Weapons (NPT). There is an optimistic mood that the new government of the United States and Russia can achieve a substantial reduction of nuclear warheads, which is why more than ever, society must be aware of the dangers of guns and speak out for an education that creates the culture of peace.

Therefore, Universum, Soka Gakkai International, the Directorate General for the United Nations Organization of the Ministry of Foreign Affairs, the Cultural Foundation Baur, the Agency for the Prohibition of Nuclear Weapons in Latin America and the Caribbean and the Faculty of Political and Social Sciences of UNAM, invite the whole community to a month of events around the theme of nuclear disarmament, as seen from science perspective and organized by young people concerned about the future.

Cycles April conference in Universum

Lecture "The Science of Disarmament" Friday April

April 9, 1911 hours, Teleaula.
Genesis and magnitude of Nuclear Weapons. Julio Herrera V.

Science Institute Nucleares, UNAM.
April 16, 1911-hour Theater.
peaceful uses of nuclear energy. Ana Maria Cetto
K.
International Atomic Energy Agency, IAEA .

April 22, 1911 hours, Teleaula.
relations of disarmament and the development of peoples
Hernández Sandra Zavaleta Kanety
Faculty of Political and Social, UNAM .

April 23, 1911-hour Theater.
chemical weapons and science. Why ban them.
Benjamin Ruiz Loyola.
Faculty of Chemistry, UNAM.
April 30, 1911-hour Theater.

The problem of small arms. Hector Guerra V.

Faculty of Political and Social Sciences, UNAM .

Lecture "The global disarmament and a culture of peace"
Saturday of April.
The war begins in the minds of men, so that the shift to a culture of peace must be the first line by which to achieve the disarmament of the country.
In this cycle we will see what it means to educate for peace and the creation of a new culture of nonviolence.
April 1910, 12:30 pm, Video Room attached to the exhibit.
"Actions for disarmament, building a culture of peace." Gabriela Sanchez R.

April 1917, 12:30 pm, room videos attached to the exhibit.
"Actions for Human Security."
Dolores González Saravia.

April 1924, 12:30 pm, Video Room attached to the exhibit.
"From a Culture of Violence to a Culture of Peace."
Roberto Rios Ramirez.

Symposium "The current situation of disarmament"
20 and 21 April 1910 to 14

Universum Theatre

April 20. 10:00
technical cooperation activities of the International Atomic Energy Agency in Latin America. Raúl Ramirez, Programme Management Officer of the International Atomic Energy Agency (IAEA)

11:15 Location arms in Latin America and his stance against the World
Nuclear disarmament. Ma Cristina Rosas González (FCPyS, UNAM)

12:30 current situation and opportunities for global nuclear disarmament. Edmundo Hernández Vela (FCPyS, UNAM) 13:30
talk together.

April 21. 10:00
Building a Culture for Peace. The peoples' decade for nuclear disarmament Hiro Sakurai (Soka Gakkai International).

11:15

nuclear weapon-free zones. Gioconda Ubeda R. (OPANAL).

12:30 What is the Treaty on the Nonproliferation of Nuclear Weapons. Can civil society influence in the results? Julian Juárez Cadenas (SRE) 13:30
talk together. Keynote

opening and exhibition activities.
April 15 to 17 hours, theater
Universum "International Nuclear Disarmament" Ambassador Pablo Macedo Riba

Director General for United Nations Organization of the Ministry of Foreign Affairs.

and Social UNAM

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Universum Film Series Primer on Trafficking in Persons

First Film Series on Trafficking in Persons

Human trafficking is the worst of all social crimes to the extent that systematically violates all human rights by reducing their victims into objects and commodities. We must become aware of the scope of this crime to combat and prevent, as well as prioritizing the study of social

We invite you to attend every Thursday April 1-3 pm . Prime Film Series on Trafficking in Persons to be held in room Lucio Mendieta y Núñez of the Faculty.
This Thursday, April 8 will open the series with the film:

"Crime sin perdón" ("Trade"), de Marco Kreuzpaintner

¡¡Ven e involúcrate!!

Invita el Centro de Estudios e Investigación en Desarrollo y Asistencia Social A.C. (CEIDAS)

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The Myth of Squeeze Pages


"Squeeze pages or landing pages ? The important thing is that no-lien: who visits your web should find all or look elsewhere. Much or little information, as necessary.

reflection I propose today is caused by this sentence from a client:

" Make me a web page , very simple, four posts and is now, not much" is not

first time I hear it. In fact, there is no client that has told me once. "Write something at least that people do not read" is another variant.

The Internet has its highest expression in the famous "squeeze pages." What

is a squeeze page?

A squeeze page ( literally "squeezed page") is a page that visitors come and that in four words I have to say everything.

can not occupy more than fit on the screen so the user does not have to do scroll down. His appearance must be clean, immaculate, minimalist .

All this is motivated by a phrase that runs through there:

"People do not read on the Internet"

Which is just a re-interpretation of another world's longest Paper:

"People do not read the letters"

Both phrases are part of the same myth.

While honoring the truth, do not really know if people read or not read. I can not stand in front of each user and do a reading comprehension test as the school.

What I do know is that the results do not lie: long pages of the short gain by rout.

In my particular statistic, 9 to 1. Yes, 90% of cases, more is better.

Google bet on squeeze pages ...

Google, the search engine, you can afford not to almost nothing on its homepage. Google is the squeeze page par excellence, but we should not copy per system everything Google does.
reaching
The Google already knows what to do. Do not put a headline seductive how "to one trillion in less than a second."

Not a list of testimonials : "I was looking for a dentist in my neighborhood and Google found me, I recommend to all my friends toothless"

Not a graphic demonstration of how the algorithm. Not a guarantee of "If you do not find what you can search again for free." Or anything else.

... And you? Better not

Google has a conversion ratio of 100% or nearly so. The vast majority of visits made the search action. Anything you add to your page can harm.

But if I'm not mistaken, we are not Google. Visits to our pages do not convert to 100%. There are customers with a 7% conversion. Others 12%. Some people dream of 1%.

In any case, although you can not aim for 100% conversion, if you can improve the current ratio.

I am convinced that each day you visit your web site doubters, let them think that they are afraid to waste their time and money, they do not trust that do nothing.

are people sitting on the fence and as you read on your web page , fall on your side or the other (the browser's back button is the most widely used functionality).

But with a squeeze page not succeed in 90% of cases.

If you do not believe me try it : Make a test of squeeze page to a page with information that your client is looking for, with all doubts resolved, with convincing explanations, with texts that generate trust, etc. Will see

that the previous sentence was missing the second part:

"People do not read on the internet, unless you give something worth reading"