The list of potential factors that influence landing page conversion rates is as long as your arm, including everything from site design to what your potential customers had for lunch. But we can be more focused than that.

Fanatical split testers at MarketingExperiments.com have developed what they call the MEC Conversion Index. Here it is:

C = 4M + 3V + 2(I-F) – 2A ?

This “formula” is based on their own research encompassing many client web sites. It is not a true mathematical relationship in any formal sense, but it can help you understand which factors affect landing page conversion rates at a practical level.

Let’s put it in English first:

“Web Conversion is a function of buyer motivation [4M], the strength of your value proposition [3V], the friction and incentive elements in your offer [2(I-F)], and potential buyer anxiety [2A].”

Motivation is how strongly a potential buyer actually wants what you are offering. The strength of your value proposition is how valuable a potential buyer perceives your offer to be. Incentive elements are the “extras” you offer along with your main product (bonuses or other incentives, like free shipping), and friction is the perception of a potential buyer that there’s stuff in the way of a purchase (like many steps in the order process, for example). Anxiety is what it sounds like–how risky your potential buyer perceives a purchase to be.

Looking back at the formula, you will notice that the numbers in front of the factors tell you about the relative strength of each component. For example, motivation outweighs almost everything else, if taken by itself. But your value proposition is almost as important. A strong perceived value can get you past a potentially less motivated buyer, but if the motivation dips too low, no amount of perceived value will overcome it.

Also notice the 2(I-F). This tells you that friction drags on your incentives, but the 2 tells you that friction alone won’t overcome buyer motivation or perceived value. Finally, anxiety by itself takes away from your likelihood of conversion. If a potential buyer thinks your offer is too risky, they are less likely to purchase.

Based on this formula, your goal is to increase buyer motivation, your perceived value, and a potential buyer’s incentive, while decreasing friction and anxiety. You don’t have absolute control over each factor, of course. If a buyer is not motivated to buy what you’re selling (or to accept whatever you’re offering), no amount of brilliant sales copy will improve your sales. That’s not the point.

The point is for you to focus on what you can control. You can increase buyer motivation by targeting more motivated buyers! You can improve your sales copy and your order process to increase your perceived value and to remove speed bumps that drive your conversion rate down.

Now that you know what to focus on, you will have a better idea of what factors to split test to improve your landing page conversion rates to get higher profits from your Google AdWords advertising.

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Google AdWords – 5 Factors That Make Or Break Your Landing Page Conversion Rates

Google does not want you to know these tips on how to save money on AdWords. But, they are easy to use and they can save you up to 50% on your ad spending.

Warning: 97% of businesses fail to get results on Google AdWords

I have been in advertising for over 30 years and I do not know of any other advertising medium that consistently fails at such a high level for advertisers. This is a miserable record of failure reported in Entrepreneur Magazine’s book, “Ultimate Guide to Pay Per Click Advertising by Richard Stokes.” Of course, Google promotes their successes and not all those failures. Regardless, it is a warning that the money you spend on AdWords is more than likely going to be a complete waste.

Before you invest in Google AdWords, here are two key tips:

1. If you are selling a low-priced item on Google, it will be incredibly difficult to get a positive return on your investment. The reason is that your price or cost per click will be too high.

2. If you are trying to create awareness of a problem, do not use Google AdWords. Think about the mindset of your prospect. An AdWords ad must connect with an accepted belief the prospect has about that topic; specifically a problem he or she wants solved. Ideally, your ad will connect to that prospect by providing the solution. If the prospect does not believe he has that problem you are solving, your ad will not make a connection.

Once you decide to invest in Google AdWords, here are four more key tips:

1. Do not pay for keywords where your business organically appears on Page 1.
After you have created a list of keywords, do a Google search on each one. If your business appears on Page 1 of these search results, you do not need to pay money for that keyword. People use search to find organic results not ads. If your business is listed organically, do not waste money on AdWords.

2. Only use the Google search network when setting up your campaign.
You want to give your business the best opportunity for success. If you can not get a positive return from a pure Google search campaign, the likelihood of achieving a positive return on these other networks is diminished. There are tricks to make these other networks work, but it takes a lot more time and effort..and still may not payout.

3. Phrase and exact keyword matching have significantly more value than broad matches.
Broad keywords are entered into Google AdWords without any punctuation and allows for the words to match in any order, for plurals and for synonyms. Phrase keywords are enclosed by quotation marks so that phrase must match to a search. Exact keywords are enclosed using square brackets and only get matched when people search for those specific words.

Phrase and exact keywords will have less traffic but better click through rates. This means you need to closely monitor your broad keywords as they will eat up your budget quickly. One method of slowing this spend down is to reduce the price for broad keyword to be one half of the AdWords suggested price to be on Page 1.

4. Negative keyword matching is critical in setting up your account.
At the bottom of the AdWords keyword page you will find the words “Negative Keywords.” Negative keywords allow you to eliminate words that you do not want to include in your matching. For example, words like “free,” “templates,” and “keywords” are common negative keywords.

Reality Bites

There is the famous quote: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

When you start testing Google AdWords, you will only wish that only half your advertising is being wasted. In fact, it is a sad reality that 100% of your spend on Google AdWords will be wasted.

One alternative to consider is using mobile advertising since the cost per click is significantly less expensive. For perspective, you can buy mobile ads for as low as 5 cents per click! Google owns that space as well, with AdMob. While it is similar to AdWords, it is a whole new ballgame to master.

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Google AdWords: How To Save Up to 50% On Your Google Ad Spending

As a Google AdWords marketer, it is very important that you organize your AdWords campaign. Discover in this article, a Google AdWords marketing secret to help you determine ads that are giving you the optimal conversions.

Before creating your Google AdWords campaign, it is very necessary that you have different ad groups for different keywords that you are bidding for. Make sure that you have your Google AdWords sorted out into groups that are easily identifiable.

After you have done this, you can then move on to creating your Google AdWords campaigns. This is where you will have to utilize single ad campaigns for your Google AdWords ads.

For example, if you promote separate tennis products, you can determine which ads in their various groups are giving you optimal conversion rate. What you need to do is to create separate ad groups for tennis products like tennis shoes, tennis balls, tennis racquets, tennis ticket, and so on.

After you must have done this, you can put all these separate ad groups into the parent ad group, which is tennis equipment. That is how to utilize single ad campaigns for your Google AdWords ads.

Utilizing the secret above, you’ll have your Google AdWords campaigns well organized and you will be able to determine which ads are giving you optimal conversion rates and which one aren’t. Start implementing this secret today to get your AdWords campaigns organized. It will help you determine those better performing ads that will bring in high traffic to your site.

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Google AdWords Marketing Secret – How To Discover Better Performing Ads

Here’s Some Info And Guidelines About Facebook PPC Advertising:

We can get clicks for .30 -.60 cents per click much like the early days of Google PPC advertising. To our great advantage there is no competition now and we are able to get high quality traffic as long we target our keywords properly. In order to be successful on Facebook we must follow the rules they have set and be very aware they are much different than Google, keeping in mind that Facebook is a social media site. The good news is that if you follow the rules it is easy to place ads that stick and draw a high quality customers to your business.

Facebook’s Advertising Rules Are Different Than Google’s. Facebook requires the ads be engaging but not too slick and they cannot be too shocking or offense. As an example you cannot say Are you broke and sick? Or your wife is ugly and mine is not. Facebook requires that we place an image on all ads and it is to our advantage to write words on the image such as an e book or photo.

They Also Require The CTR Of Our Ads Be Kept At 2% Or Higher. It is best monitor the CTR by watching it everyday for 2 weeks to be sure it stays at 2% or higher because if it falls below the required 2% Facebook will disable the ad.

Facebook Requires That The Ads Always Remain Relevant. If your CTR is not as high as needed after 2 days look closely at the keywords used in your ad to determine if they are really relevant, compelling and not offensive in anyway. Using the free Google AdWords tool works just fine and can be found by going to Google and typing in free Google AdWords Tool.

Toni Mckeown has created an article on Facebook PPC Advertising Facebook PPC Advertising to show internet marketers the value of Facebook PPC. If you would like to see more great trainings please go to http://CreateYour7FigureSystem.com.

Facebook Ppc Advertising Is A Goldmine – The New Frontier For Ppc Advertising By Toni Mckeown

Although Google AdWords geo-targeting looks good on paper, a couple of factors make it less than perfect in practice… especially for merchants that have a physical presence in the area being targeted.

Firstly, it’s important to understand that regionally targeted ads still compete with national ads for placement on Google Maps and the Search Network based on the AdWords Ad Rank ranking system.

That in itself is not so bad since local advertisers can make their ad copy relevant to locals in ways that national advertisers can’t. The easiest way for the local guy to do this is make specific reference to the location in his ad and on his landing page, particularly in the headlines. The national guy can’t do that because his ad appears the same nationwide.

Local advertisers also get a leg up by virtue of an extra line of text under the URL in their ad that identifies them as a local.

However, these advantages can be well and truly negated by a couple of caveats associated with regional geo-targeting. To establish whether a user should be shown regionally targeted ads, Google examines each query it receives in two respects.

First they examine the query for local intent… does it include a location for example. If there’s no location but the query contains other clues that the user is looking for a local result, they’re shown ads targeted to the location indicated by the address assigned to the user’s internet connection. That address is known as the internet protocol or IP address.

However, problems occur with some internet service providers who hide these addresses, or provide an address which is not accurate for this purpose. For example, one well known ISP that operates nationwide in the United States generates IP addresses that places all their customers in the state of Virginia. As a result, Google blocks these users from seeing regionally targeted ads, they’re only served national ads. And this is not just a problem for advertisers in the US… the same applies worldwide.

Another problem concerns situations where the product or service is delivered locally, but people often search for it from outside the country.

The classic example in this respect is a tourism or travel related business. A user located in Europe who searches for ‘Miami hotels’ won’t be shown ads which target the keyword ‘hotels’ in regional campaigns geo-targeting Miami. And using a location qualifier doesn’t work across international borders because there are some place names which occur in more than one country. For example, you have Melbourne, Australia and Melbourne, Florida… Paris, Texas, Paris, France and so on.

There is a work-around for both these issues, but it’s messy. That work-around is to create a nationally targeted campaign that uses location specific keywords, and run it in parallel with the regional campaign. Location specific keywords are simply keywords that include a location qualifier such as the name of the city, county, or state etc.

If your business operates nationwide in one or more countries, then all of this has other implications for you as well. Because of regional competition, the position of nationally targeted ads will vary across the country, depending on local click rates.

If the click-thru-rate on a nationally targeted keyword is strong in New York, the ad might occupy position #2 in that market, but if it’s weak in Seattle, it may show up at #10 in that area. So, depending on your business, it may mean running local campaigns in multiple markets across the country to compete effectively. There’s already evidence of that happening in some industries.

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Google AdWords Geo-Targeting Fine Print

The truth is Facebook ads may possibly just turn out to be the challenger that knocks the king off the hill. Let’s explore some of the factors to choose Facebook ads over Yahoo:

Search engines is an extremely competitive arena that some advertisers no longer have the indicates to compete in. Facebook has an advertising base which is just a fraction of Google’s at this time. Although this might not (and possibly will not) remain so, the timing is ideal for advertisers to check into Facebook’s possible. Since Yahoo is so competitive along with the volume of ads is so high, it can price advertisers a fair amount per bid to see results. Facebook advertisers can pay pennies and still gain a tremendous amount of traffic for their efforts.

Yes, Google offers targeting. It doesn’t, nonetheless, allow advertisers to bore down into a user base that may be 400 million strong. The ability to target on Facebook is a lot a lot more well-rounded and can really help advertisers attain the audience they are immediately after.

Facebook ads technically has more page views a month that even Google. This implies the possible for exposure is very high.

Facebook ads doesn’t necessarily use the hard-to-follow and often changing algorithms for advert placement that Yahoo does. Thanks to this, promotion efforts aren’t likely to go out of the window at a moment’s notice like they can on Search engines.

Yahoo can be a search engine. Facebook is really a community-based social networking website. This suggests Facebook advertisers have a greater capacity to reach out and really connect with their customers.

The spinoff added benefits from this difference alone may be incredible. Yahoo just won’t give advertisers the capability to enjoy a running conversation with their followers. It also will not allow this “free” promoting platform.

Search engines may nonetheless be the initial venue people turn to when they will need to advertise online, but it’s no longer the only game in town. Facebook ads offers a number of positive aspects that search engines cannot compete with.

This web page enables advertisers to really achieve the demographics they are after and take pleasure in the advantages of extremely targeted advertisment

placement. In addition, the social networking aspect delivers an incredible spin off benefit that can drive additional enterprise in an advertiser’s direction.

As you may see you’ll find some clear-cut added benefits to utilizing Facebook ads over Google. To find out How to use Facebook’s ads program, get our complete guide by following the link below.

Do you require any more evidence? Facebook’s ad program is changing the face of on the internet promoting just like Google’s Adwords and Adsense did a few years ago.

Time change, men and women evolve, the web evolves. Facebook ads has adapted and is now the most powerful promoting tool on the

net! Click the link below to find out how it is possible to harness this power and turn it into pure profit! Look into Facebook ads for your business.

Facebook Ads – Guide to Facebook Advertising

PPC stands for Pay per Click advertising. It is known as a quick way to get visitors to your website. If done properly, you can earn money with PPC. Many have seen first hand that this is not a quick way to bring the cash in. It has been discovered that many who click on the ads aren’t really customers who would buy what the ad is selling. Therefore it’s misguided.

You can easily set the criteria for the audience you want to target. So if you were promoting an educational program for children ages 8 to 13, you could easily set this as your criteria. When ads are as well targeted as this, copywriting becomes a much easier process. Simply saying what you have to offer will be sufficient because the ad will only be placed on the news feed or in the ad column of those Facebook pages that meet the demographic criteria. What this means is that advertisers stand a much greater chance of generating targeted clicks to their sales pages. A Facebook ad headline is limited to just twenty-five characters. You can also upload a photo with your Facebook ad. What is more, a generous hundred thirty-five characters are allowed for the main body of the ad.

Before you start out publishing your ads on Facebook, it would be a good idea to put in some preparatory work. Since Facebook does not allow your ads to click through to affiliate sites, you should point people to your website, blog, or a page that you can set up on Facebook. The advantage of setting up a page on Facebook is that people will feel at home when they click the ad. When your Facebook page is set up, invite your contacts to be your friends on Facebook and fans of your page. The more fans you can connect to the better because if someone who is viewing your ad sees that one of your fans is also a friend of theirs, it will act as a testimonial for your products.

Another thing to do before you post your first Facebook advertisement is to check out Facebook?s Advertising Guidelines and their Terms and Conditions. If you have been having problems with PPC, Facebook?s demographic to lead targeted PPC ads could provide your advertising campaign with the extra something it needs to succeed.

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Facebook PPC is a Cost Effective Way to Extend Your Marketing Budget

Pay Per Click advertising offers Internet marketers a fast way to drive targeted traffic to their websites and, if they set everything up right, to generate some sales. The problem, of course, is that a lot of website owners lack marketing experience and fail to “set everything up right”. The result is that they end up losing rather than making money with PPC.

The fact is that there are a lot of variables to consider and if you get any one of them wrong your whole campaign will suffer. Variables include keyword choice, how you phrase your PPC ad, the web copy and design of the landing page, price and profit margin on the product or service being sold. None of this is helped by the fact that anybody can click on a PPC ad even people who are not likely to buy whatever is being offered. The reason for this is that PPC ads target keywords but not the demographics of the ad readers.

At least, that was the case until Facebook set up its PPC service and included demographic targeting as part of the package. With demographic PPC, Facebook has effectively removed one of the causes of failure of PPC campaigns, inadequate targeting of the niche market, and therefore made it a bit easier for people to succeed with their PPC campaigns. Demographic targeting means that Facebook PPC clients will be able to set up their ads so that they only appear on the Facebook pages of people who are tightly defined as part of their target market. For example, advertisers will be able to select from a number of variables such as age, gender, marital status, geographical location, hobbies and interests. When ads are as well targeted as this, copy writing becomes a much easier process. You have a much better chance of generating targeted clicks to their sales pages.

Your ad headline can be no more than twenty-five characters in length. With Facebook PPC advertising, you can also upload a pic of your products together with your ads. What Is More, you have 135 characters to use in the main body of your PPC ad.

Before you start out posting your ads on Facebook however, it is advisable to put in some preliminary work. Because Facebook does not permit your ads to point directly to affiliate sites, your link should direct people to a product review page on your blog or website, or to a similar type of page on Facebook. If you make a page on Facebook you can invite your customers and subscribers to be your Facebook friends and ask them to become your page fans. If someone visits your page and sees that one of their friends is a fans of yours, it will be like receiving a personal recommendation – and increase your chances of getting the sale.

So if you are looking for some extra help with your PPC advertising, Facebook’s demographic targeting may be just the thing for you.

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Advantages Of Using Facebook For PPC Advertising

If you’ve had a website for more than a couple of hours, you’ve undoubtedly had someone recommend that you start a pay-per-click (PPC) campaign to drive traffic to your site. They promise that it’s easy and and it will blow up your business, or maybe rocket you to the next level. My favorite expression is “catapult”. I don’t know about you, but I don’t want any of those things to happen to me or my business. I want my business to grow. Profitably. While it’s often true that you can drive traffic with Google AdWords or some other PPC advertising, not all traffic is necessarily good traffic. Here are 3 ways to blow a lot of money and have nothing to show for it.

1 – Use the shotgun method. If you want to use this method to drain your children’s college fund account, simply think of every possible keyword related to your product or site and list them all in your campaign. Even if the keyword doesn’t have anything to do with your site, related items will be fine. If you sell guitars, go after people that play drums also. They probably won’t buy your stuff but they might refer your really cool site to the guitar player in the band. Using the shotgun approach may get you clicked on, but will not get you any real results other than a zero balance in your checkbook.

2 – Along the same lines, not thinking your keywords through will also rob you blind, one click at a time. You really need to put a ton of thought into this. Again, if you sell guitars, you could just start listing some keywords like “guitar”, “acoustic guitar”, “electric guitars”, and so on. What you need to be targeting are words the customers that would buy your products will search for. When you search your competitors sites, which keywords do you enter? You are, after all, trying to steal business away from them aren’t you? The answer is “yes”, by the way. So, go ahead and just jot down a few obvious words if you are looking to reenact Brewster’s Millions in real life.

3 – Run with the big dogs with a little wallet. Going after short-tail keywords requires lots of money 99.99% of the time. Is it really worth it to pay 5 bucks a click for the word “guitars” when you have no idea what the customer is really after? You might sell hand-crafted, exotic wood acoustic guitars and the clicker is looking for a vintage jazz guitar. The company that pays 5 bucks a click sells every kind of guitar known to man and their PPC campaign budget is immense. You, on the other hand, just flushed 5 bucks, but you got traffic. Hope that blip on your Analytics graph was worth it. Going after longer-tail keywords has the habit of being more affordable and more specific. So, you need to go after “hand crafted acoustic guitars” and variations of these words. Pay a buck a click and get higher-quality clicks. Oh, but I forgot, you have money to burn so forget what you just read.

So there you are, using Google AdWords to ensure a life of strife, failure and sorrow. Sounds awesome doesn’t it? Do those 3 things and you’ll be well on your way.

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Google AdWords – How to Go Broke in 3 Easy Steps