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PPC Week 4 Part 1

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Transcript

  • 1. Using Pay-per-Click Marketing Profitably
    Jeff Coleman
    Internet Marketing Geek
  • 2. Landing Pages
    Definition: page you send your PPC traffic to on your web site
    Make them relevant
    Increase conversions
    Improve quality scores
    Improve results through testing
  • 3. Relevant Landing Pages
    Keywords included on page
    Answer the question visitor is asking
    Make information easy to find
    Google considers pure sales pages or squeeze pages to be not relevant
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. What do you find relevant?
    Competitive research
    Related industries
    Test your pages from a customer perspective
    Is information easy to find?
    Does it answer my question?
  • 10. Conversion Tracking
    Adwords offers free conversion tracking
    Generate code
    Add code to “thank you” page
    Go to Reporting – Conversions
    Click on New Conversion button
  • 11. Reporting - Conversions
  • 12.
  • 13. Testing Landing pages
  • A/B Testing
  • 23. Multivariate Testing
    • Requires a significant amount of traffic
    • 24. Tests multiple factors at once
    • 25. Need discreet elements to test
    • 26. Avoid “conflicting message” landing pages
    • 27. Provides “ideal” landing page – need to test A/B against control
    • 28. http://www.ioninteractive.com/liveball-quickstart//
  • 29.
  • 30. Summary
    Landing pages are critical for a PPC campaign
    Final step to becoming a customer
    Make pages relevant
    Think like a customer
    Test pages
  • 31. Next Steps
    Week 4, Part 2