More Bang for Your PPC Buck - Conversion Conference San Francisco 2013

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Mary Ward's "More Bang for Your PPC Buck" slides from Conversion Conversion San Francisco 2013. Discover three of the easiest and most cost effective ways to boost your PPC and display ad effectiveness.

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More Bang for Your PPC Buck - Conversion Conference San Francisco 2013

  1. 1. More Bang forYour PPC BuckWith OptimizedLanding Experiences twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  2. 2. Every click leads somewhere, we happen to think that should be amazing post-click experiences. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  3. 3. Getting More BangFor Your Paid Search Buck ‣ Sending visitors to the right page, with the right content, in the right format ‣ Targeting low funnel keywords to increase quality score and decrease CPC ‣ Increase the value of high funnel keywords through the power of conversion content marketing twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  4. 4. Sending Visitors to the Right Place twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  5. 5. The Basic Setup 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 twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  6. 6. 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 twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  7. 7. Segment Your Audience Define Needs, Gain Insights• THREE CLICKS!• Giving an online demo• Soft Sell• Providing Guidance twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  8. 8. The ‘Long Layout’ • 3 page scrolls • Solution Focused • Free Quote CTA • No form on page • Customer testimonials twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  9. 9. Microsite • 4 pages of content • No form on page • Segmentation! • Customer testimonials • Third party endorsements • Video asset twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  10. 10. 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 QS, low CPC) twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  11. 11. • Singular CTA- except for those “already using”• Try it free messaging consistent throughout• Straight into a free trial twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  12. 12. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  13. 13. Social Sign OnBe There or Be Square! twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  14. 14. TargetingLow FunnelKeywords twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  15. 15. Dynamic ContentTargeting Low Funnel Keywords‣ One page, serving dozens (hundreds, thousands?!) of keywords, through the power of logic‣ Display unique content on a page based on a users search query, or any other query string parameter ‣ Swap images ‣ Change headlines ‣ Substitute entire blocks of text ‣ Replace forms twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  16. 16. Dynamic ContentTargeting Low Funnel Keywords‣ 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 twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  17. 17. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  18. 18. Reduce FrictionTargeting Low Funnel Keywords twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  19. 19. Reduce FrictionTargeting Low Funnel Keywords twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  20. 20. Leverage Ad ExtensionsTargeting Low Funnel Keywords twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  21. 21. Targeting High Funnel KeywordsWith ConversionContent Marketing twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  22. 22. Conversion Content Marketing‣ Old School of Thought: ‣ Conversion Optimization: Focused on converting a visitor right now and that visitor must convert to receive the promised value. ‣ Content Marketing: Educates visitors, but doesn’t generally attempt to convert. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  23. 23. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  24. 24. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  25. 25. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  26. 26. Conversion ContentMarketing‣ New School of Thought: ‣ Conversion Content Marketing- a happy hybrid. ‣ Extends a content strategy with savvy but appropriate conversion optimization tactics and techniques twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  27. 27. 4 Principles of ConversionContent Marketing twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  28. 28. 1. Conversion is Optional ‣ A subtle option to sign up for bonus/premier/extended content ‣ A respectful option to subscribe to a relevant newsletter ‣ A patient option to have someone contact them on that specific topic ‣ A present option to make a pertinent purchase twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  29. 29. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  30. 30. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  31. 31. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  32. 32. The Next Step... twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  33. 33. 2. Testing is Mandatory‣ If you’re not testing, you’re squandering your traffic‣ Be aware of and specific about your KPI metrics : ‣ Conversion rates ‣ Downloads ‣ Video views ‣ etc, etc, etc. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  34. 34. What Kind of Tester Are You? twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  35. 35. DellGovernment Solutions twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  36. 36. DellWinner! twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  37. 37. Culture of Experimentation twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  38. 38. 3. Content is King‣ Depth‣ Quality‣ Humanization‣ Specificity‣ Differentiation twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  39. 39. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  40. 40. Webinars, White papers, Infographics... twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  41. 41. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  42. 42. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  43. 43. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  44. 44. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  45. 45. 4. Produce Copiously ‣ Portfolio strategy ‣ Segmentation ‣ Real-time twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  46. 46. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  47. 47. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  48. 48. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  49. 49. twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com© © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.
  50. 50. Thank You!Questions? twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © © i-on interactive, inc. All rights reserved. i-on interactive, inc. All rights reserved.

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