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[Workshop] Paid Search Landing Page Optimization

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Learn about landing page optimization for paid search, including:
Common pitfalls in designing paid search landing pages.
Essential components of a paid search landing page.
How to best optimize for conversions.
Testing your landing pages.

Published in: Marketing
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[Workshop] Paid Search Landing Page Optimization

  1. 1. 1 WORKSHOP: 05 Paid Landing Page Optimization WITH: TYLER GIRSBERGER
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  3. 3. 3Presentation Topic // Presenter’s Name
  4. 4. 4Presentation Topic // Presenter’s Name Motion Graphics Analytics PPC Content Marketing Reputation Management Copywriting SEO CRO SMM Development UX Design Email Marketing Video Production Graphic Design
  5. 5. 5Presentation Topic // Presenter’s Name
  6. 6. 6Presentation Topic // Presenter’s Name Ongoing Education
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  8. 8. 8 WORKSHOP: 06 December 14th
  9. 9. 9 WORKSHOP: 05 Paid Landing Page Optimization WITH: TYLER GIRSBERGER
  10. 10. 10 Paid Search Landing Page Optimization What does this company do? What are they offering? What action are you to accomplish?
  11. 11. 11 Paid Search Landing Page Optimization
  12. 12. 12 What will we talk about? ● Common pitfalls in paid landing page design ● Two simple rules to a great landing page ● Essential components of a paid landing page ● Testing your paid landing page ● Joint landing page review
  13. 13. 13 Common Pitfalls in Designing Paid LPs Paid Search Landing Page Optimization 1. The landing page is the website homepage
  14. 14. 14 Common Pitfalls in Designing Paid LPs Paid Search Landing Page Optimization 1. The landing page is the website homepage 2. The landing page does not fulfill the searcher’s intent
  15. 15. 15 Common Pitfalls in Designing Paid LPs Paid Search Landing Page Optimization 1. The landing page is the website homepage 2. The landing page does not fulfill the searcher’s intent 3. Too complicated – more information than is needed
  16. 16. 16 Common Pitfalls in Designing Paid LPs Paid Search Landing Page Optimization 1. The landing page is the website homepage 2. The landing page does not fulfill the searcher’s intent 3. Too complicated – more information than is needed 4. The hero image does not match your product or offering
  17. 17. 17 Common Pitfalls in Designing Paid LPs Paid Search Landing Page Optimization 1. The landing page is the website homepage 2. The landing page does not fulfill the searcher’s intent 3. Too complicated – more information than is needed 4. The hero image does not match your product or offering 5. Link leaks
  18. 18. 18 My two simple rules to a great landing page
  19. 19. 19 #1 - Keep it simple! Paid Search Landing Page Optimization ● Prospects do not need to know every detail of your product or offering. ● You need just enough information to peak their interest and to fulfill your CTA. ● Keep the design, content, and flow simple so that prospects can easily find what they are looking for.
  20. 20. 20 Paid Search Landing Page Optimization #2 - Pass the Usability Test The 5 second test is a usability test used to evaluate how well the page communicates its purpose and content. 3 Critical Pieces of Information ● Who are you? ● What product or service do you provide? ● Why should I care? Resource: UsabilityHub.com
  21. 21. 21 What essentials do I need on my LP to keep it simple and pass the usability test?
  22. 22. 22 Five essential components of a paid landing page 1. Header - hero image, title, description 2. Benefits 3. Form - title, form fills, CTA 4. Positioning 5. Proof Essential Components of a Paid Landing Page
  23. 23. 23 Essential Components of a Paid Landing Page
  24. 24. 24 Header - hero image, title, description Essential Components of a Paid Landing Page
  25. 25. 25 Hero Image Essential Components of a Paid Landing Page ● Hero Image – “A hero image is a large web banner image, prominently placed on a web page, generally in the front and center. The hero image is often the first visual a visitor encounters on the site; it presents an overview of the site's most important content.“ –Wikipedia –Angie Schottmuller Visual Marketing with Hero Shot Images ● Hero Shot – “A credible photo or video of a solution that encompases relevance, context, value, and emotion to support, educate, or persuade a customer.”
  26. 26. 26 Essential Components of a Paid Landing Page
  27. 27. 27 Essential Components of a Paid Landing Page
  28. 28. 28 Essential Components of a Paid Landing Page
  29. 29. 29 Header + Positioning Essential Components of a Paid Landing Page ● Title – Short, clear, and can easily sum-up the content and purpose of the page. It confirms that the proceeding content matches your keyword query and ad. ● Description – Here you can insert your positioning play. The description should define your product or offering, but also stake a claim. Don’t get carried away here. Keep it short, sweet and powerful. I try to keep my description less than three lines and readable within the five second speed test. A positioning play will articulate a unique value your product, service, or company brings. The positioning play stakes a claim and occupies a location. Think about what sets you or your offering apart from your competitors. Claim it and own it.
  30. 30. 30 Benefits Essential Components of a Paid Landing Page
  31. 31. 31 Benefits Essential Components of a Paid Landing Page ● Benefits explain the value your product or offering will bring your prospects. ● Anyone can make a mile-long list of benefits of their product or offering. In order to keep your landing page simple and highly focused, I will brainstorm the top 5 pain points your product or offering solves. Rate them from greatest to least pain. Create benefits that address and solves this pain.
  32. 32. 32 Form Essential Components of a Paid Landing Page
  33. 33. 33 Essential Components of a Paid Landing Page
  34. 34. 34 Form Essential Components of a Paid Landing Page ○ Form Title - Make it simple. It should be different from your page header but should be an extension of the header to drive the prospect to action. ○ Form Fields – Keep your form fields to a minimum. Generally, there is a correlation between fewer form fills and higher conversion rates. A/B test and learn the optimal number of fields for your forms. ○ CTA – Make it stand out and catch the prospect’s eye. Try to evoke ownership or emotion into your CTA and test it to see if it converts well.
  35. 35. 35 Proof Essential Components of a Paid Landing Page
  36. 36. 36 Proof Essential Components of a Paid Landing Page ● Most prospects will have never heard of your brand. The best way to instill trust from a landing page is to include proof. Prospects are more likely to give up information or buy from companies that they can trust. ● Proof can be manifested on your paid landing page by showing: companies or brands that use your product or service, testimonials, or third party affiliations like awards received.
  37. 37. 37 Recap: 1. Header - hero image, title, description 2. Benefits 3. Form - title, form fills, CTA 4. Positioning 5. Proof Essential Components of a Paid Landing Page
  38. 38. 38 Essential Components of a Paid Landing Page Split test Within 3,000 views we had over a 100% increase in conversion rate solely from a landing page redesign.
  39. 39. 39 Testing your landing page
  40. 40. 40 Paid Search Landing Page Optimization Unbounce.com TEST, TEST, TEST
  41. 41. 41 Joint landing page review
  42. 42. 42 StateFoodSafety.com
  43. 43. 43 vivint.Solar
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