PPC Landing Pages for Higher Conversions

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Decreased cost-per-click. Improved quality score. Increased PPC ROI. In this SlideShare we are unveiling three of the easiest and most cost effective ways to boost your PPC and display ad effectiveness — with, you’ve guessed it — high performance landing experiences.

Learn how to:
- Segment visitors so they hit the right page with the right content in the right format
- Target low-funnel keywords to increase quality score & enhance relevancy
- Increase the value of high-funnel keywords through the power of conversion content marketing

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PPC Landing Pages for Higher Conversions

  1. 1. PPC Landing Pages for Higher Conversions
  2. 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. 3. That page should be amazing & effective © i-on interactive, inc. All rights reserved • www.ioninteractive.com Every Click Lands On A Page
  4. 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Sending Visitors To The Right Place
  5. 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. 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. 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Targeting low–funnel keywords
  8. 8. 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
  9. 9. 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
  10. 10. Targeting low–funnel keywords © i-on interactive, inc. All rights reserved • www.ioninteractive.com Reduce Friction • Singular CTA — except for those “already using” • Try it free messaging consistent throughout • Straight into a free trial
  11. 11. Be there or be square! © i-on interactive, inc. All rights reserved • www.ioninteractive.com Social Sign On 341%increase in conversions for iContact!
  12. 12. 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
  13. 13. © 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
  14. 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Targeting high–funnel keywords
  15. 15. Define needs, gain insights © i-on interactive, inc. All rights reserved • www.ioninteractive.com Segment Your Audience • THREE CLICKS! • Gives an online demo • Soft sell • Provides guidance
  16. 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The ‘Long Layout’ • 3 page scrolls • Solution–focused • Free quote CTA • No form on page • Customer testimonials
  17. 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Microsite • 4 pages of content • No form on page • Segmentation! • Customer testimonials • Third party endorsements • Video asset
  18. 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 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
  19. 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Conversion Content Marketing • New School of Thought • Conversion Content Marketing– a happy hybrid • Extends a content strategy with savvy but appropriate conversion optimization tactics and techniques
  20. 20. 4 Principles Of Conversion Content Marketing © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  21. 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Content Is King • Depth • Quality • Human • Useful • Valuable • Timely • Different • Whitepapers, Webinars, Infographics & more!
  22. 22. “The Centre’s conversion rates increased from 4% to as much as 19% by moving from single, hand-coded page experiences to content-rich microsites in the ion platform.” © i-on interactive, inc. All rights reserved • www.ioninteractive.com 2. Testing Is Mandatory
  23. 23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 3. Optional Conversion • 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
  24. 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 4. Form Is Not Formulaic • Conversion paths • Microsites • Interactive content • Multi-Step forms • Quizzes
  25. 25. © 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
  26. 26. © 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
  27. 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com

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