{"id":40684,"date":"2016-05-18T15:32:58","date_gmt":"2016-05-18T22:32:58","guid":{"rendered":"http:\/\/www.bruceclay.com\/blog\/?p=40684"},"modified":"2023-03-30T11:44:11","modified_gmt":"2023-03-30T18:44:11","slug":"larry-kim-magnify-cro-with-search-and-social","status":"publish","type":"post","link":"https:\/\/www.bruceclay.com\/blog\/larry-kim-magnify-cro-with-search-and-social\/","title":{"rendered":"4 Ridiculously Awesome Ways Search & Social Ads Magnify CRO by 3-5X #ConvCon"},"content":{"rendered":"

You\u2019re tuned in to Conversion Conference. Larry Kim<\/a>, founder of WordStream and 2015 Search Personality of the Year, explains the situation. A diabolical villain has abducted our conversions. Our boss at the impossible mission force (IMF) is trying to frame us. Larry’s going to help us avoid danger and get the conversions BACK!<\/p>\n

\"Larry<\/a><\/p>\n

Larry\u2019s A\/B #1 Testing Epiphany: The Great A\/B Test Is a Fairy Tale<\/h2>\n

He\u2019s done this test thousands of times for hundreds of customers. The early lead disappears and the gains don\u2019t persist over time. The reason is that the reason it worked was because it was new and exciting and then eventually it\u2019s not exciting.<\/p>\n

Larry\u2019s #2 A\/B Testing Epiphany: There\u2019s a Confirmation Bias<\/h2>\n

Small changes usually result in small changes.<\/p>\n

Larry\u2019s #3 A\/B Testing Epiphany: CRO Just Increases Quantity of Leads at the Expense of Quality (in Lead Gen)<\/h2>\n

You might have more leads but it takes more time to figure out if they\u2019re any good.<\/p>\n

Larry\u2019s #4 A\/B Testing Epiphany: Average Conversion Rates Are Low and Haven\u2019t Changed Much in Years<\/h2>\n

Everyone is doing all this A\/B testing, why isn\u2019t the average going up?<\/p>\n

What is needed are new CRO weapons and strategies. <\/em><\/p>\n

Use PPC weapons:<\/p>\n

\"PPC<\/a><\/p>\n

In addition to the focus on landing pages, there should be an equal or greater focus on up-stream activities.<\/p>\n

Larry will equip us with the weapons of success for this impossible mission. Larry\u2019s background is in electrical engineering. He\u2019s also got an impossibly adorable 2-year-old #ppckid.<\/p>\n

Larry\u2019s #5 Crazy PPC CRO Hack: Focus on the Click-Through Rates<\/h2>\n

Generally, the higher the click-through rate, the higher the conversion rate. If you can get people excited to click, you can get the conversion.<\/p>\n

What\u2019s the big difference between click-through rate and conversion rate? A conversion rate is biased. You must use CTR to figure out if your offer sucks or not.<\/p>\n

How to write unicorn ads: the top 1% of ads based on CTR (like 20-40% CTR)<\/p>\n

He built a program to detect what these ads are and what the qualities are:<\/p>\n

    \n
  1. Focus on keywords with HIGH commercial intent (as opposed to informational queries)<\/li>\n
  2. Use ad customizers to create urgency and fear of missing out (FOMO)<\/li>\n
  3. The hack: use EMOTIONAL triggers in ad copy. The best ads aren\u2019t written in the persona of the company. There are four voices that the ad might be written in:\n