PPC Week 4   Part 1
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PPC Week 4 Part 1

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PPC Week 4   Part 1 PPC Week 4 Part 1 Presentation Transcript

  • Using Pay-per-Click Marketing Profitably
    Jeff Coleman
    Internet Marketing Geek
  • 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
  • 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
  • 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?
  • Conversion Tracking
    Adwords offers free conversion tracking
    Generate code
    Add code to “thank you” page
    Go to Reporting – Conversions
    Click on New Conversion button
  • Reporting - Conversions
  • Testing Landing pages
    • A/B Testing
    • Multivariate Testing
    • Key components to test
    • Headline
    • Primary image
    • Call to action
    • Sub-headline
    • Initial paragraph
    • Google Website Optimizer
    • Always use a Control
  • A/B Testing
  • Multivariate Testing
    • Requires a significant amount of traffic
    • Tests multiple factors at once
    • Need discreet elements to test
    • Avoid “conflicting message” landing pages
    • Provides “ideal” landing page – need to test A/B against control
    • http://www.ioninteractive.com/liveball-quickstart//
  • Summary
    Landing pages are critical for a PPC campaign
    Final step to becoming a customer
    Make pages relevant
    Think like a customer
    Test pages
  • Next Steps
    Week 4, Part 2