Winning Paid Search Landing Pages - SMX Stockholm 2012

1. Winning Paid Search
Landing Pages

2. Rebecca Hansson?
• CEO SESNordic
• Working with SEM: SEO and PPC for about 10 years (I’m an oldie )
WEB: www.sesnordic.se
MAIL: rebecca.hansson@sesnordic.se
www.facebook.com/sesnordic and /rebecca.hansson.bergqvist
@sesnordic
Rebecca Hansson and sesnordic
se.linkedin.com/in/hanssonrebecca
www.slideshare.net/sesnordic
Winning Paid Search Landing Pages

3. Just want to say
• Everything I say is based on my experience
• Some may have another opinion and there are a variety
of opinions about what works or how things work
Winning Paid Search Landing Pages

4. Paid search landing page?
Winning Paid Search Landing Pages

5. What is a winning paid search landing page?
• A page that converts in the way you want it to
Downloads Calls
Information
Ads, affiliate Mail subscription
Lead generation
Support
e-commerce
Human contact
Winning Paid Search Landing Pages

6. First of all
Meet up to your visitors expectations!
Winning Paid Search Landing Pages

7. First of all
Create relevant Ads for specific landing pages!
-
Winning Paid Search Landing Pages

8. How to?
* Relevant Ads for specific landing pages
* Meet up to your visitors expectations
* Think as your user
* A/B Testings on landingpage
* Test your ads for your landingpage
* Analyze you data
*
Make the neccesary changes
* Increase performance? Run another test
Winning Paid Search Landing Pages

9. Testing testing testing…
Do you have a test going on right now?
Winning Paid Search Landing Pages

10. A/B Testing testing testing…
Successful landing pages have gone through
many rounds of testing and optimization
Winning Paid Search Landing Pages

11. A/B Testing testing testing…
What to test?
1. Headlines
2. Images
3. Call To Action and Forms
4. Text content
5. Social
Winning Paid Search Landing Pages

12. A/B Testing testing testing…
13 %
Winning Paid Search Landing Pages

13. A/B Testing testing testing…
34%
http://www.abtests.com/
Winning Paid Search Landing Pages

14. A/B Testing testing testing…
When testing landing pages remember to:
Use rel ”canonical”
Use 302 not (!) 301
Don’t forget the test is running and don’t run it to long
Analyze your data and visitors behavior
Winning Paid Search Landing Pages

15. Testing testing testing…
Winning Paid Search Landing Pages

16. Ads Testing testing testing…
More then one Ad in the same ad group
Rotate the ads evenly
Winning Paid Search Landing Pages

17. Ads Testing testing testing…
More then one ad in the same ad group
Winning Paid Search Landing Pages

18. Ads Testing testing testing…
More then one ad in the same ad group
Rotate the ads evenly
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www.website.se/landingpage www.website.se/landingpage
CTR: 2,25 % CTR: 5,86 %
Conversions: 6,60 % Conversions: 4,11 %
Winning Paid Search Landing Pages

19. Ads Testing testing testing…
ROI
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www.website.se/landingpage www.website.se/landingpage
Winning Paid Search Landing Pages

20. Ads Testing testing testing…
When testing your Ads remember:
Not use ”optimize for clicks”
Not test to many things in the same Ad
Not to just look at CTR
AdWords + Analytics = True
Winning Paid Search Landing Pages

21. Winning Paid Search Landing Pages
Sum up:
Goals, Conversions
Winning Paid Search Landing Pages

22. VÄLKOMMEN!
Thanks!
Rebecca Hansson
Winning Paid Search Landing Pages