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Using Pay-per-Click Marketing Profitably<br />Jeff Coleman<br />Internet Marketing Geek<br />
Landing Pages<br />Definition: page you send your PPC traffic to on your web site<br />Make them relevant<br />Increase co...
Relevant Landing Pages<br />Keywords included on page<br />Answer the question visitor is asking<br />Make information eas...
What do you find relevant?<br />Competitive research<br />Related industries<br />Test your pages from a customer perspect...
Conversion Tracking<br />Adwords offers free conversion tracking<br />Generate code<br />Add code to “thank you” page<br /...
Reporting - Conversions<br />
Testing Landing pages<br /><ul><li>A/B Testing
Multivariate Testing
Key components to test
Headline
Primary image
Call to action
Sub-headline
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PPC Week 4 Part 1

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Transcript of "PPC Week 4 Part 1"

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