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Landing Page Presentation Landing Page Presentation Presentation Transcript

  • KEYS TO SEARCH ENGINE MARKETING SUCCESS| QUAL I T Y SCOR E S | KE Y W OR D R E SE AR CH | L AND I NG PAGE S | AD T E ST I NG |
  • 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 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
  • 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
  • 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
  • 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 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
  • 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
  • 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
  • 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 TermCoastal Carolinafootball tickets TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • 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
  • 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 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
  • ONGOING OPTIMIZATION•Sort by impression share and examine keyword ad triggers to determine conversion keywords TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM
  • 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
  • GARY HENDERSON Interactivity Marketing Gary@InteractivityMarketing.com www.InteractivityMarketing.com @GaryLHenderson @IMDigitalAgencyTWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM