Landing Page Presentation

GARY HENDERSON

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

QUALITY SCORE OVERVIEW

• Quality Score - Google’s opinion of how relevant your ads,
keywords, and landing pages are to what people are
searching for.
• Higher Quality Score = Better chance of ad success
• CPC is important, but Google weighs CPM (cost per
thousand impressions) more heavily -- that’s where its
revenue comes from.


HOW QUALITY SCORE IS CALCULATED

•Past CTR of keywords and ads
•Relevance of your destination URL
•Keyword relevance
•How relevant a keyword is to your ad and what
people are searching for
•Google’s perceived quality of landing pages
•Geographic performance
•Performance of ads on different devices
•Different scores for different devices


BENEFITS OF A HIGH QUALITY SCORE

Cost per Click

Top-of-Page Bid Estimates

Average Ad Positions


CHECKING QUALITY SCORE


IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH

•“Bucket” your keywords-- group together by similarity and goals
• Utilize website analytics to discover which keywords you rank well for/are receiving
traffic from and use them in your ads.


IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH
• Examine Google’s generated titles and descriptions to ﬁnd
keywords that Google may be including in your titles/
descriptions.


ELEMENTS OF SUCCESSFUL LANDING PAGES

• Reaches the right person with the right message
• Gives information that satisﬁes the visitor’s desire (answers a
question or solves their problem, etc.)
• Call-to-action and form clearly presented above the fold
• Strong headline
• Remove any unnecessary form ﬁelds
• PROVIDES INCENTIVE TO CONVERT
• Discount, download, contest, etc.


LANDING PAGE PLANNING AND IMPLEMENTATION

• Existing webpages can be used as landing pages as long as
they are highly relevant to the search term.

Search Term
Coastal Carolina
football tickets


LANDING PAGE PLANNING AND IMPLEMENTATION

•Create/point to unique landing pages for each ad group/
campaign
•Determine your overall goal and type of conversion
GOAL MEASURE OF SUCCESS

Lead generation Number of submitted forms

Sales Revenue generated from page

Disseminate information Time on page/number of visits

Email sign-ups Number of email addresses gathered


BAD LANDING PAGES


GOOD LANDING PAGES


CREATING EFFECTIVE ADS
•Determine highest value landing pages based on average value, per visit value, and
number of transactions

•Use secondary dimensions to determine conversion keywords and use them to
write ads that lead to your highest-value landing pages


ONGOING OPTIMIZATION
•Sort by impression
share and examine
keyword ad
triggers to
determine
conversion
keywords


ONGOING OPTIMIZATION

• Delete under-performing ads and keywords to increase budget and impression
share for successful ads and proven conversion keywords
•Create negative match keyword lists

•Continue monitoring successful organic keywords for inclusion into paid search
• Test multiple ad structures, keywords, and calls to action to determine successful
combinations


GARY HENDERSON
Interactivity Marketing

Gary@InteractivityMarketing.com
www.InteractivityMarketing.com
@GaryLHenderson
@IMDigitalAgency


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