At MarketingSherpa Lead Gen Summit 2013, Jon Ciampi, Vice President of Marketing, Corporate Development, Business and Strategic Accounts, CRC Health, recounted his challenges with PPC ads and how using A/B split testing helped him better understand his customers and use his marketing budget more effectively.
Jon and the team went through the arduous process of purging a majority of the 3,000 keywords the company was bidding on in an effort to optimize the PPC campaign for one of its rehab facilities.
“[Customers] are not looking for a value proposition,” he said.
Rather, he continued, they were looking for a solution to a very real problem – alcoholism, drug addiction or eating disorder rehabilitation. When the tests were analyzed, he saw that customers weren’t searching using the words that the company used. For example, customers might use the word “clinic” instead of “facility.”
The first step in this process was getting the customer and the company to speak the same language. Customers were not clicking through to the value proposition – Jon knew that the conversation had to change.
Although CRC Health had something very valuable to offer, Jon realized that he couldn’t “change the conversation” from what motivated customers to the value proposition “until [he started] the conversation” with customers by using their motivations.
Jon found the most effective way to start this conversation was to group keywords together. Rather than bidding on high-traffic words like “rehab,” – a very competitive and highly trafficked word – the team tied several words together, such as “methamphetamine rehabilitation facility” to find the highly motivated customers. This separated real leads from the users trying to find out which celebrities checked into rehab that week.
“The value proposition isn’t the motivation of the buyer, the motivation of the buyer is actually driving their decision,” Jon explained.
In order to get customers into the sales funnel from a search, he first had to address why and what the customer was searching for. Using PPC ads, he could assess, test and optimize his campaigns to discover and understand his customers in a low-pressure environment.
See his entire presentation from Lead Gen Summit 2013 in the MarketingSherpa Video Archive.
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