More Bang for Your PPC Buck - Conversion Conference Boston 2013

Like this? Share it with your network

Share

More Bang for Your PPC Buck - Conversion Conference Boston 2013

  • 1,179 views
Uploaded on

Mary Ward's presentation from Conversion Conference 2013 — More Bang for Your PPC Buck with Optimized Landing Experiences

Mary Ward's presentation from Conversion Conference 2013 — More Bang for Your PPC Buck with Optimized Landing Experiences

More in: Business , Technology , Design
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,179
On Slideshare
1,176
From Embeds
3
Number of Embeds
2

Actions

Shares
Downloads
16
Comments
0
Likes
4

Embeds 3

http://ioninteractive.com 2
https://twitter.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. With Optimized Landing Experiences More Bang For Your PPC Buck
  • 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Segment Visitors so they get the Right Content in the Right Format 2. Target Low-Funnel Keywords to Increase Quality Score 3. Increase the Value of High–Funnel Keywords through Conversion Content Marketing LOTS of Examples & LOTS of Takeaways! What’s Inside...
  • 3. That page should be amazing & effective © i-on interactive, inc. All rights reserved • www.ioninteractive.com Every Click Lands On A Page
  • 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Sending Visitors To The Right Place
  • 5. Researching their need to find a solution Likely doesn t know or trust you Not ready to buy Researching product features/ qualities/USPs Knows you, but doesn t trust you Could buy now, but likely won t Researching price, location, added value, proof Knows you, trusts you Ready to buy- don t mess this up © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Basic Setup
  • 6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Low–Funnel Experience • Product and purchase focused • Strong, action based layout • Reinforce their decision to buy • Remove all friction and distractions • Sweet spot for relevant, dynamic content (high quality score, low CPC)
  • 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Targeting low–funnel keywords
  • 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Effective Low Funnel Layouts • Form on landing page with easy entry/exit • Limited content editors — focus on meaningful impact & reassurances • Limit scroll or unnecessary click points • Be brief, be brilliant, be gone • Many variations for increased relevancy • One-to-one ratio whenever possible between keywords and landing experience
  • 9. Targeting low–funnel keywords © i-on interactive, inc. All rights reserved • www.ioninteractive.com Dynamic Content • Increase page relevancy for your users: “This is about me!” • Increase page relevancy for Google • Decreased CPC, increased quality score • Decrease resources required for page creation — one page, many masters
  • 10. State- targeted headline State- specific providers State- specific imagery and content Regional imagery Targeting low–funnel keywords © i-on interactive, inc. All rights reserved • www.ioninteractive.com Dynamic Content
  • 11. Targeting low–funnel keywords © i-on interactive, inc. All rights reserved • www.ioninteractive.com Reduce Friction • Straight into a free trial • Abandonment/upsell path for current users • Try it free messaging consistent throughout • Singular CTA — except for those “already using” • Provides post-trial price and commitment requirements
  • 12. Be there or be square! © i-on interactive, inc. All rights reserved • www.ioninteractive.com Social Sign On 341%increase in conversions for iContact!
  • 13. Targeting low–funnel keywords © i-on interactive, inc. All rights reserved • www.ioninteractive.com Leverage Ad Extensions Searcher enters zip code in search ad Zip code pre-populates in form on landing page — content is personalized, based on state
  • 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com High–Funnel Experience • Problem–focused, solution– driven • Industry leading proof (build expert credibility) • Serve a lot of masters • Please everyone without disappointing anyone • Sell the solution • Perfect home for conversion content marketing
  • 15. Define needs, gain insights © i-on interactive, inc. All rights reserved • www.ioninteractive.com Segmentation Paths • Ideal for products/services with distinct types or use cases • Fights the impulse to "please everyone" • Use as an opportunity for visitors to "self identify" • Provide relevant and engaging information that will help move them deeper into the funnel • Videos • Guides/white papers • Use case examples • Language changes
  • 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 17. Be cautious © i-on interactive, inc. All rights reserved • www.ioninteractive.com The 'Long Layout' • Be sure that each section is clearly defined — borders, background colors, headings, etc. • Don't make them scroll to convert • Include multiple or a "pinned" CTA that is ever present • User proper scroll or click tracking to know what is engaging and what is a waste • Don't clutter, crown, or 'squeeze' in content - not a substitute for a microsite • Fight the urge to create meaningless or overly robust content in order to accommodate the layout • If it doesn't work, don't get overly attached to the trend
  • 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Microsites • Tried and true, oldie but a goodie • Keep your form on every page • Track high engagement/ converting tabs • Limit number of tabs • Excellent "test & learn" opportunity
  • 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Targeting high–funnel keywords With conversion content marketing
  • 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Struggle In Getting Value • Marketer • Absorbing CPC/ad spend with no immediate return • Looking for a "one of you, one for me" approach • Visitor • Not ready to convert, purchase, or even engage • Looking to get something for nothing — content!
  • 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com High Funnel Solution Conversion Content Marketing • Happy hybrid of content marketing & conversion-focused experiences • Extends a content strategy with savvy but appropriate conversion optimization tactics and techniques
  • 23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Offer Teaser Content
  • 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Nurture Subscription/Share Weave a subscription/share CTA into the infographic to extend the interaction and turn a one-off into a relationship.
  • 26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Offer Quality Bait
  • 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Upsell/Cross Sell
  • 28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Gating Assets/Content
  • 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com  Segment Visitors so they get the Right Content in the Right Format  Target Low–Funnel Keywords to Increase Quality Score  Increase the Value of High–Funnel Keywords through Conversion Content Marketing
  • 30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands create effective PPC landing pages. 90% of our customers report positive ROI. Find out more: http://www.ioninteractive.com
  • 31. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com