KEYS TO SEARCH ENGINE MARKETING SUCCESS| QUALITY SCORES | KEYWORD RESEARCH | LANDING PAGES | AD TESTING |
GARY HENDERSONTWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
QUALITY SCORE OVERVIEW• Quality Score - Google’s opinion of how relevant your ads, keywords, and landing pages are to what...
HOW QUALITY SCORE IS CALCULATED• Past CTR of keywords and ads• Relevance of your destination URL• Keyword relevance• How r...
BENEFITS OF A HIGH QUALITY SCORE                             Cost per Click                             Top-of-Page Bid Es...
CHECKING QUALITY SCORETWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH•“Bucket” your keywords-- group together by similarity and goals•Utilize w...
IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH• Examine Google’s generated titles and descriptions to find keywords that...
ELEMENTS OF SUCCESSFUL LANDING PAGES• Reaches the right person with the right message• Gives information that satisfies th...
LANDING PAGE PLANNING AND IMPLEMENTATION• Existing webpages can be used as landing pages as long as they are highly releva...
LANDING PAGE PLANNING AND IMPLEMENTATION• Create/point to unique landing pages for each ad group/campaign• Determine your ...
BAD LANDING PAGES      TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
BAD LANDING PAGES      TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
GOOD LANDING PAGES       TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
GOOD LANDING PAGES       TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
CREATING EFFECTIVE ADS• Determine highest value landing pages based on average value, per visit value, and number of trans...
ONGOING OPTIMIZATION• Sort by impression share and examine keyword ad triggers to determine conversion keywords           ...
ONGOING OPTIMIZATION• Delete under-performing ads and keywords to increase budget and impression share for successful ads ...
GARY HENDERSON                      Interactivity Marketing              Gary@InteractivityMarketing.com                ww...
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Landing page presentation final ppt

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Landing page presentation final ppt

  1. 1. KEYS TO SEARCH ENGINE MARKETING SUCCESS| QUALITY SCORES | KEYWORD RESEARCH | LANDING PAGES | AD TESTING |
  2. 2. GARY HENDERSONTWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  3. 3. QUALITY SCORE OVERVIEW• Quality Score - Google’s opinion of how relevant your ads, keywords, and landing pages are to what people are searching for.• Higher Quality Score = Better chance of ad success• CPC is important, but Google weighs CPM (cost per thousand impressions) more heavily -- that’s where its revenue comes from. TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  4. 4. HOW QUALITY SCORE IS CALCULATED• Past CTR of keywords and ads• Relevance of your destination URL• Keyword relevance• How relevant a keyword is to your ad and what people are searching for• Google’s perceived quality of landing pages• Geographic performance• Performance of ads on different devices •Different scores for different devices TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  5. 5. BENEFITS OF A HIGH QUALITY SCORE Cost per Click Top-of-Page Bid Estimates Average Ad PositionsTWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  6. 6. CHECKING QUALITY SCORETWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  7. 7. IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH•“Bucket” your keywords-- group together by similarity and goals•Utilize website analytics to discover which keywords you rank well for/are receiving traffic from and use them in your ads. TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  8. 8. IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH• Examine Google’s generated titles and descriptions to find keywords that Google may be including in your titles/descriptions. TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  9. 9. ELEMENTS OF SUCCESSFUL LANDING PAGES• Reaches the right person with the right message• Gives information that satisfies the visitor’s desire (answers a question or solves their problem, etc.)• Call-to-action and form clearly presented above the fold• Strong headline• Remove any unnecessary form fields• PROVIDES INCENTIVE TO CONVERT • Discount, download, contest, etc. TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  10. 10. LANDING PAGE PLANNING AND IMPLEMENTATION• Existing webpages can be used as landing pages as long as they are highly relevant to the search term. Search Term Coastal Carolina football tickets TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  11. 11. LANDING PAGE PLANNING AND IMPLEMENTATION• Create/point to unique landing pages for each ad group/campaign• Determine your overall goal and type of conversion Goal Measure of Success Lead generation Number of submitted forms Sales Revenue generated from page Disseminate information Time on page/number of visits Email sign-ups Number of email addresses gathered TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  12. 12. BAD LANDING PAGES TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  13. 13. BAD LANDING PAGES TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  14. 14. GOOD LANDING PAGES TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  15. 15. GOOD LANDING PAGES TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  16. 16. CREATING EFFECTIVE ADS• Determine highest value landing pages based on average value, per visit value, and number of transactions• Use secondary dimensions to determine conversion keywords and use them to write ads that lead to your highest-value landing pages TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  17. 17. ONGOING OPTIMIZATION• Sort by impression share and examine keyword ad triggers to determine conversion keywords TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  18. 18. ONGOING OPTIMIZATION• Delete under-performing ads and keywords to increase budget and impression share for successful ads and proven conversion keywords• Create negative match keyword lists• Continue monitoring successful organic keywords for inclusion into paid search• Test multiple ad structures, keywords, and calls to action to determine successful combinations TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  19. 19. GARY HENDERSON Interactivity Marketing Gary@InteractivityMarketing.com www.InteractivityMarketing.com @GaryLHenderson @IMDigitalAgencyTWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
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