Killer Landing Pages Get You Better PPC Results: WordStream & Unbounce Joint Webinar

How to Use Killer LandingPages to Get Better PPCResultsMay 23, 2012Larry Kim, WordStreamCarlos Del Rio, Unbounce CONFIDENTIAL – DO NOT DISTRIBUTE 1

Today’s Agenda• Introductions• Speaker introductions• What is Quality Score & Why should you care• How Google calculates Quality Score• How do I get better Quality Scores?• How can I create killer landing pages?• Landing page best practices• Q&A 2

Take Part in Live Blogging on Twitter / Google+• Include the hashtag #killerppclandingpages in your Google+ status updates,Twitter tweets,, etc. 3

Speaker Introductions• Carlos Del Rio – Director of Conversion Analysis & Digital Strategy – Co-author of User Driven Change: Give Them What They Want and A Strategic Framework for Emerging Media• Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 years – 3 years ago, started WordStream – Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools – WordStream helps people get their website found on the internet! 4

Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5

Quick PollHow long have you been involved with SearchMarketing?o Less than 1 yearo 1-3 yearso 3-5 yearso 5+ years 6

Quick PollHow would you describe your Search Marketingresults? o I’m new to Search Marketing o Who knows – I don’t measure my results o Disappointing – I expected so much more from PPC o Satisfactory – I’m seeing return on my investment into PPC o Stellar – PPC is my most successful lead/traffic generating channel 7

Why should you careabout Quality Score? CONFIDENTIAL – DO NOT DISTRIBUTE 8

CONFIDENTIAL – DO NOT DISTRIBUTE 9

Why Quality Score Matters• It directly affects your… – Ad rank (Ad Positioning) – minimum first page bid and actual CPC – Impression share – Ability to appear above the organic search results• It indirectly affects your.. – Conversion rate – Bidding / Reporting strategies• Improving your AdWords Quality Score is one of the most important campaign metrics to focus on improving! 14

Example Relationship Between CPC and QS CONFIDENTIAL – DO NOT DISTRIBUTE 15

Example Relationship Between CPA & QS CONFIDENTIAL – DO NOT DISTRIBUTE 16

How is Quality Score Calculated? CONFIDENTIAL – DO NOT DISTRIBUTE 17

Quality Score is Everything when it comes to PPC ranking• Google gives you a score from 1-10 for each keyword in your account• The factors that determine Quality Score (according to Google) are: – Click Through Rate – Ad Text Relevancy – Landing Page Relevancy – “Other Factors”• In a nutshell, a high-quality ad is one that – Is relevant to the search query – Accurately describes the product – Is relevant to it’s landing page 18

Historical Click-through Rate (CTR)• Click Through Rate is the most significant component of Quality Score – Relevant ads get more clicks – Google uses the “wisdom of the crowds” to infer relevancy – Google considers the CTR of your ads and keywords, as well as your campaign and account, and even other competitor accounts• Google normalizes Click Through Rate by ad position – Low relevancy ads can’t buy themselves a high CTR• So the key to Quality Score is getting high click-through rates! – There are published best-practices from Google that tend to produce higher CTR’s 19

Keyword, Ad Text & Landing Page Relevance Factors• The Relevance of the Keyword to the ads in it’s ad group – Keywords in your ad group must be relevant to your ads – Keywords in your ad group should be repeated in your ad text• Relevance of the keyword and matched ad to the search query – The search query that a customer searches for must be relevant to the keywords in your ad group and the ad itself• Landing Page Factors – Relevancy: The landing page should be relevant to the keywords and ad text – Content: The website should feature unique content relevant to your ad, have a privacy policy, avoid pop-ups, and load quickly.• “Other Factors” – Google’s black box - they don’t tell us anything about this… 20

WordStream - Summary 21

Organization impacts Click Through Rate & Quality Score– Use specific keywords and negative keywords– Group together closely related keywords– Write relevant text ads and destination pages– Repeat! (But this is actually a lot of work…) 22

Ad Text & Landing Pages• Keyword Organization is the key: – By Breaking up your big keyword lists into smaller lists, your ad text and landing pages can better target the intent of the searcher 23

Google Quality Score Best Practice: Be Specific 24

Diagnosing Quality Score Issues• In General, Quality Score of.. – 0-3 = Bad – 4-6 = OK – 7-10 = Great 25

Landing Page Facts CONFIDENTIAL – DO NOT DISTRIBUTE 26

PPC Trivia! 5 Quick Questions about Landing PagePerformance 1. How Many Landing Pages does a typical small business have? Answer: • On average, excluding the top and bottom 10%, the typical SMB has just 5.86 landing pages. CONFIDENTIAL – DO NOT DISTRIBUTE 27

PPC Trivia! (Continued) 2. How many active Ad text does the typical small business have? Answer: • On Average, excluding top and Bottom 10%, the typical SMB has 34.7 Ads CONFIDENTIAL – DO NOT DISTRIBUTE 28

Grade Yourself! http://www.wordstream.com/google-adwords• Baseline your performance• A free, instant PPC audit in under a minute!• Grades your AdWords account performance based on the 8 PPC metrics that really matter• Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords 29

Grade Your Landing Pages! CONFIDENTIAL – DO NOT DISTRIBUTE 30

Grade Your Quality Score! CONFIDENTIAL – DO NOT DISTRIBUTE 31

How to create killer landing pages CONFIDENTIAL – DO NOT DISTRIBUTE 32

Anatomy of a Killer Landing Page• Headline• Demonstration• Value• Support• Action CONFIDENTIAL – DO NOT DISTRIBUTE 33

Optimizing Landing Pages for PPC 1. Unique value proposition in a concise headline 2. Image/video showing context of use 3. Core benefit statement 4. Request for data (and fair value item in exchange) 5. Strong Call to Action 6. Trust elements 7. Social Sharing Devices CONFIDENTIAL – DO NOT DISTRIBUTE 34

A Well Executed Page CONFIDENTIAL – DO NOT DISTRIBUTE 35

How to Choose Landing Page Headlines Start with your ads that perform well. CONFIDENTIAL – DO NOT DISTRIBUTE 36

Unison Between Ad and Headline Easy Landing Page Creator Build and A/B test landing pages Start your free trial today unbounce.com/landing-pages CONFIDENTIAL – DO NOT DISTRIBUTE 37

Test Your Images VS. CONFIDENTIAL – DO NOT DISTRIBUTE 38

Test Your Call to Action VS. CONFIDENTIAL – DO NOT DISTRIBUTE 39

Test Your Support Content "Create landing pages visually without any I.T. support? I must have died and gone to marketers heaven!" Tim Ash, CEO SiteTuners.com VS. CONFIDENTIAL – DO NOT DISTRIBUTE 40

Remember to Show Off• Headline• Demonstration• Value• Support• Action CONFIDENTIAL – DO NOT DISTRIBUTE 41

Special Offers• Unbounce – 30 day free trial – 50% off for 3 months with promo code WSwebinar503 – Discount applies to the first 50 people to respond – Get started at http://try.unbounce.com/with-wordstream/• WordStream – Grade your account – Then get a free account assessment with one of our Search experts – We’ll help you identify missed opportunities and more CONFIDENTIAL – DO NOT DISTRIBUTE 42

Your Questions Thank you for attending Unbounce and WordStream’s webinar on: How to Use Killer Landing Pages to Get Better PPC Results. #killerppclandingpages Evaluate your landing pages today! http://www.wordstream.com/google-adwords Learn more about Unbounce: http://try.unbounce.com/with-wordstream Or contact us directly: Carlos del Rio carlos@unbounce.com Larry Kim lkim@wordstream.com 43

Killer Landing Pages Get You Better PPC Results: WordStream & Unbounce Joint Webinar

by Internet Marketing Software - WordStream on May 23, 2012

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Killer Landing Pages Get You Better PPC Results: WordStream & Unbounce Joint Webinar Presentation Transcript

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