Landing Page - PPC

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An active webpage where customers will 'land' when they click your ad.The web address for this page is often called a 'destination URL' or click through URL.

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Landing Page - PPC

  1. 1. Smart & Hard work by Florita PintoJuly 26, 2011 Position2 Confidential www.position2.com 1
  2. 2. July 26, 2011 Position2 Confidential www.position2.com 2
  3. 3. An active webpage where customers will land when they click your ad. The web address for this page is often called a destination URL or click through URL. (courtesy Google ad words) - is a single web page that appears in response to clicking on an advertisement.July 26, 2011 Position2 Confidential www.position2.com 3
  4. 4. Which one??July 26, 2011 Position2 Confidential www.position2.com 4
  5. 5. • What does a USER want from your PAGE? (Exact info!) • Is your LP a Wagon Wheel or a Scary Ghost? ( Boooo!!) • What should your Landing Page do? (Sell your Product!!) GOAL • Convert site visitor into sale/lead.July 26, 2011 Position2 Confidential www.position2.com 5
  6. 6. Landing Page Structure Headline that Subhead that Reinforce addresses a makes a credibility problem promise Outline main Facts over Clear Call to benefits Fiction ActionJuly 26, 2011 Position2 Confidential www.position2.com 6
  7. 7. HEADLINE( Core keyword with /without image) BODY COPY(Related to your headline) FORM FILLS(Name,email,etc) TESTIMONIALS CTA Position2 Confidential 7July 26, 2011 www.position2.com
  8. 8. Headline Body Form Fills CTA TestimonialJuly 26, 2011 Position2 Confidential www.position2.com 8
  9. 9. Headline for the tab Tabs Form Fills CTAJuly 26, 2011 Position2 Confidential www.position2.com 9
  10. 10. 1. Relevant and original content • What is the purpose of your site? (It should be clear to users) • Is your content copied from other sites? (It shouldnt be!) • Why would a user visit your page over a similar site? (Your site should offer value for users) • What other additional products, features, or reviews can you offer?July 26, 2011 Position2 Confidential www.position2.com 10
  11. 11. 2. Transparency • Can the user easily learn more about your business (i.e. about us, company info, contact info). • How does your site interact with a visitors computer? (it shouldnt download malware or collect sensitive information without a users permission). • Can users tell what theyre getting (or giving you) when they click a download button or fill out a form? • Is it clear to site visitors how you will use their personal information?July 26, 2011 Position2 Confidential www.position2.com 11
  12. 12. 3.Navigability • If your page is conversion-focused, can the user easily access additional information to learn more or answer questions? • Is it simple for the user to move around the site, and reach destination content within a few clicks? Just Remember the KISS principle (Not too hard!!)July 26, 2011 Position2 Confidential www.position2.com 12
  13. 13. • Your landing page is the most likely funnel point to produce a conversion lift on your campaigns • Here are some reasons why using landing pages to engage your paid search traffic will increase conversions:  Message Match  Subject Focus  Storytelling  ExperimentationJuly 26, 2011 Position2 Confidential www.position2.com 13
  14. 14. • Customer will typically spend 5 seconds on your page before deciding whether to stick around or not. • By providing a very clear headline on your page that strongly matches your ad message you give people a sense of positive reinforcement – that they made a “good click”.July 26, 2011 Position2 Confidential www.position2.com 14
  15. 15. • Your homepage probably communicates multiple messages, or shows multiple products. • If you count the links on your homepage you might count 20-75 interaction points – this is focus dilution. • A correctly designed landing page should have only one. LP- Storytelling • Effective salespeople are good storytellers. • Effective landing pages take an idea (the ad) and expand it into a clear and powerful motivational story. • This is done through the implementation of persuasion design techniques.July 26, 2011 Position2 Confidential www.position2.com 15
  16. 16. • Conversion isn’t about standards or best practices, it’s about experimentation and creativity. • A landing page can use content in ways that breaks the structure or rules of your website (while still staying on brand). • You can test many variations of message and layout by using standalone landing page without redesigning your website or seeking the consent of multiple departments.July 26, 2011 Position2 Confidential www.position2.com 16
  17. 17. • Landing pages simplify and improve the PPC conversion. • They do this by enabling more focused messaging which boosts your quality score and reduces your cost-per-click. • At the same time they reduce the post ad-click bounce rate which improves conversions.July 26, 2011 Position2 Confidential www.position2.com 17

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