[Conversions] This Micro Attention Concept Increases PPC Conversions By 8%-12% (See How)

[FredericoVilaVerde]

Hey guys,

I've been experiencing some consistent increases in my PPC conversions
by using micro attention with Mini Headlines in my landing pages.

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What is a Mini Headline?
-----------------------------

Simple. It's a short punchy synopsis of your headline main topic.
Or we can say it is a small headline inside a bigger headline.
Here, see these 2 headlines examples below:

Example #1: PPC Landing Page Headline for the
"Dog Training" Keyword (using a Mini Headline
to generate micro attention):

"Dog Training: Discover The 5 Most Jealously Guarded Dog Training
Secrets Most Dog Training Experts Don't Want You To Know!"

Example #2: PPC Landing Page Headline around
the "Dog Training" PPC keyword (without using
a Mini Headline):

"Discover The 5 Most Jealously Guarded Dog Training Secrets
Most Dog Training Experts Don't Want You To Know!"

See the Dog Training keyword there in the beginning in RED?

That's a Mini Headline.

And the SINGLE purpose of a Mini Headline is to generate micro attention.
I use them to dive FAST into the reader's conversation he/she is having
and around the "dog training" keyword as above (for the case of PPC search).

That's it!

Really!

I know this concept is super simple and easy to implement...
and Mini Headlines are probably one of the most neglected
piece of virtual real estate copy (VRE) that marketers ignore
... especially at the "Attention" level of the AIDA formula.

Now in my experience (and I use Google AdWords since 2003)
the conversions of a PPC landing page can increase by anywhere
from 8%-12% just by using this technique.

In case you want some easy templates to use here they are.

For PPC search I would use this headline template to squeeze
people via my landing page and to later sell information products
via Aweber follow-ups (I don't run or manage any catalog sites!):

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Search Network: The Mini Headline Template You Can Test!
--------------------------------------------------------------------

"ROOT KEYWORD: Headline Goes Here!"

Why using the root keyword?

The reason why is simple. In search people type keywords
so their MINDS are attached to them. If you repeat the words
in the ad and landing page you get a good FLOW in the conversation.
That's why you can increase the conversions.

Now for the PPC content network I would use this template:

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Content Network: The Mini Headline Template You Can Test!
--------------------------------------------------------------------

"Free Report: Headline Goes Here!"

Why FREE report?

Because on the CONTENT network people get drawn
(in my experience when selling information products)
by the BENEFITS of your offer. So when you hammer
them with FREE... they get sucked into your message!

And that's why you increase conversions.

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Tip: Repeat The PPC Ad Conversation In Your Landing Page
---------------------------------------------------------------

For this to work really well, make sure the mindset you frame
in the ad matches the landing page headline conversation 100%,
and for a better message-to-market match. So a GOOD ad example
for this "dog training" keyword can be:

Dog Training Secrets
These 5 Dog Training Secrets Can
Stop Your Dog’s Behavior Problems!
www.YourDogTrainingSite.com

NOTE: Remember that great landing pages usually REPEAT
the ad message. And the goal of a Mini Headline is to
get this job done almost "instantly"!

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Mine Headlines Save TIME!
-------------------------------

If on average an headline takes you 4-8 seconds to read
... a Mini Headline takes you 1-2 seconds! So the main
benefit about using them for the reader is this:

==> You are SAVING people TIME! <==

When you position these words strategically in your landing pages
you can potentially get MORE conversions as this can help people:

a) FILTER what information is worth reading to them online
... and WITHOUT people having to read your entire headline!

b) STOPS them faster by using this "short and punchy" approach.
... which means you can capitalize more on the attention factor of AIDA.

In my experience... and when using this strategic personalization
strategy in the context of creating squeeze pages to later sell
affiliate products... it works like charm!

Would love to see if anyone here experiences the same BUMP
in response later in time.

Regards,

Frederico Vila Verde

[malcasid]

Thanks for sharing this! I would have never thought that this would be worth implementing but I guess your numbers speak for themselves.

[GeorgR.]

wow, nice. Makes a lot of sense. This makes a great seemless transition from ad-text (and/or keyword) to the page. 100% relevancy. I can see this boosting conversions. Its also a sure-fire way to make sure your keyword is in the headline of the landing page - which is essential for good quality score.

[FredericoVilaVerde]

Yes malcasid!

I confirm this helps with the Quality Scores 100%.

.....

But what I would REALLY like to know is if there's anyone
here in the Warriors doing PPC... who is willing to make
a serious split-test under a similar CONTEXT about using
squeeze pages... and that can share the results here
in the forum in the future.

I would personally love to know what numbers stick
in different markets when using the same simple and
powerful micro attention concept. That is what I would
really LOVE to hear people talking about.

Your own split-testing experiences!

Regards,

Frederico Vila Verde

[promo_guy]

Excellent post Frederico

Even though I'm relatively new to using Adwords, one thing I keep reminding myself is to split test. I know people say it all the time but I wonder how many people do!

The idea of a mini headline is brilliant and taking it to the landing page sounds like the best way to go.

[FredericoVilaVerde]

Originally Posted by promo_guy

Excellent post Frederico

Even though I'm relatively new to using Adwords, one thing I keep reminding myself is to split test. I know people say it all the time but I wonder how many people do!

The idea of a mini headline is brilliant and taking it to the landing page sounds like the best way to go.

Thanks for your comments!

Frederico Vila Verde

P.S: Now take action and let me know the results
you get. I would really like to know if this was a
specific discovery from the niches I am working
... or if it works for many other markets!

[cscarpero]

Great tip! Some tools like Affiliate Prophet allow you to dynamically insert a keyword and that's a perfect strategy to use with it.

Thanks for sharing.

[FredericoVilaVerde]

Originally Posted by cscarpero

Great tip! Some tools like Affiliate Prophet allow you to dynamically insert a keyword and that's a perfect strategy to use with it.

Thanks for sharing.

Yes, you are 100% correct about Affiliate Prophet!

I actually use an in house developed software to create
the Mini Headlines... and I only use Affiliate Prophet (old
Conversion Prophet) to actually track the % increases
in attention and conversions.

And with Affiliate Prophet you can easily ISOLATE the
% increases in the Attention Factor when using the same
technique above.

Let me know if you guys can experience any BUMPS!

Regards,

Frederico Vila Verde

"ROOT KEYWORD: Headline Goes Here!"

Is there a way on the landing page for the root keyword to self populate?

For instance, you can dynamically insert keywords in your PPC ad {Keyword:Free Report}.

Is there a way to do this on the landing page?

Or am I answering my own question? I am new to Adwords.

Thanks!
Tim

[FredericoVilaVerde]

Originally Posted by TimStephens

"ROOT KEYWORD: Headline Goes Here!"

Is there a way on the landing page for the root keyword to self populate?

You can use Affiliate Prophet to dynamically pass the keyword
into your landing page (by using small piece of php code). You can
also add a default keyword with Affiliate Prophet for this.

I use a private software for this process to be done with 100%
accuracy for many keywords... but Affiliate Prophet can probably
meet your needs for this. It will just not be 100% perfect for all
keyword personalization cases... but at least it can get you going!

Regards,

Frederico Vila Verde

[FredericoVilaVerde]

Okay... It's been now over 40 days since
I've made this post about Mini-Headlines.

I wonder if anyone here in the PPC forum
has really tested this concept.

What results have you guys achieved?
Anyone wants to comment?

Regards,

Frederico Vila Verde