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More Bang for Your PPC Buck - Conversion Conference Boston 2013

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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

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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