“mortgage rates ”
“ipod”
“movies”
“custom t-shirts”
“NYC restaurants”
“ringtones”
“cheap flights
to SFO”
“auto insurance”

Marketingʼs Top Dog…
“Nipper”
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Todayʼs top Marketing dogs eat
Advanced
Landing
Page
Optimization
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

• NYC & SF
RAMP creates SOA (service oriented architecture) for
event driven display ads & landing pages. We live at the
epicenter of unprecedented relevance, functionality and
performance. We love APIs, semantic technology,
targeting, user control, analytics, optimization & great
design.
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

RAMP Press & Speaking
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

My Blog – About to turn 3
Now read in over 30 countries!
Published Case Studies (partial list)
• Testing Methodology
• Landing Page Simplicity
• Query Reinforcement
• Keyword Match Type
• Social Media Optimization
• Branded Keywords
• Targeted Content
• Trust & Security Icons
@jonathanmendez
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

There is a sea change…
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Akamai Realtime Data 02/05/09 16:32EST
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

to a web of correlations
From a web of links…
http
json
rdf
sparql
html
xmpp
php
href
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

“The benefit of the Web is
proportional to the
number of connections
-- to related information.”
-Tim Berners Lee
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

This is about MUCH MORE than landing pages
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

REAL TIME WEB TECH IS EXPLODING AROUND US
This is the real time web
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

but still begins and
ends with people
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

What they tell us
explicitly
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

& Implicitly
http://www.google.com/search?
hl=en&safe=off&client=safari&rls=en&q=implicit
+data&btnG=Search
Implicit Data - Now with over 40 URL
parameters!
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

To create rules…
IF-THEN
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Could you deliver more relevance if your
database was the web itself?
JSON
XML
REST
API
XMPP
JavaScript
AJAX
PHP
RDF
SPARQL
OWL
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

You could build a store from APIs for Products,
Shipping, Payment…
www.programmableweb.com
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Semantic Mashup Landing Page Example
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Rule 2
Rule 1
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Rule 2
Rule 1
Rule
3-100+
Rule 100+-
1000+
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Rule 2
Rule 1
Rule
3-100+
Rule 100+-
Relevant!
1000+
Helpful!
Useful!
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Rule 2
Rule 1
Rule
3-100+
Rule 100+-
Relevant!
1000+
Helpful!
Useful!
Persuasive!
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Landing Pages as Social Media Amplifiers
 FB Connect, Open Social APIs have enabled new types of landing pages
 They leverage Social Networks, without re-creating them
 They use social graphs to create a \"Social Marketing Amplifier\"
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Social Media Advertising Success through the Backdoor
Impressions
+ 53% more impressions
for
the same budget
$50K in Ad Buy @ $2.50 CPM
$75K in Online Ads
w/ Social Amp Landing Page
(@ $2.50 CPM)
Additional Benefits:
+ 17,700 \"Fans\"
+ 5,000 Comments
+ 1,100 Conversions
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

The Landing Page Becomes the Ad
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

For Dockers CPC on the “Landing
Page Ad” was 1/5 the CPC of
“brand” keywords
…and had unlimited inventory !!!
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Wisdom from our keynote presenter this morning…
“The Internet is based on a layered, end-to-end
model that allows people at each level of the
network to innovate free of any central control. By
placing intelligence at the edges rather than
control in the middle of the network, the Internet
has created a platform for innovation.”
-Vinton Cerf
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Thanks!!
Site: rampdigital.com
Blog: optimizeandprophesize.com
Twitter: @jonathanmendez
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC