Landing page presentation final ppt

• 1. KEYS TO SEARCH ENGINE MARKETING SUCCESS| QUALITY SCORES | KEYWORD RESEARCH | LANDING PAGES | AD TESTING |

2. GARY HENDERSONTWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 3. QUALITY SCORE OVERVIEW Quality Score - Googles 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 -- thats where its revenue comes from. TWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 4. 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 Googles perceived quality of landing pages Geographic performance Performance of ads on different devicesDifferent scores for different devicesTWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 5. BENEFITS OF A HIGH QUALITY SCORE Cost per Click Top-of-Page Bid Estimates Average Ad PositionsTWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 6. CHECKING QUALITY SCORETWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 7. IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCHBucket your keywords-- group together by similarity and goalsUtilize website analytics to discover which keywords you rank well for/are receiving traffic from and use them in your ads. TWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 8. IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH Examine Googles generated titles and descriptions to find keywords that Google may be including in your titles/descriptions. TWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 9. ELEMENTS OF SUCCESSFUL LANDING PAGES Reaches the right person with the right message Gives information that satisfies the visitors desire (answers a question orsolves 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.TWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 10. 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 Carolinafootball ticketsTWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 11. LANDING PAGE PLANNING AND IMPLEMENTATION Create/point to unique landing pages for each ad group/campaign Determine your overall goal and type of conversionGoal Measure of SuccessLead generation Number of submitted formsSales Revenue generated from page Disseminate informationTime on page/number of visits Email sign-upsNumber of email addresses gathered TWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 12. BAD LANDING PAGESTWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 13. BAD LANDING PAGESTWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 14. GOOD LANDING PAGES TWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 15. GOOD LANDING PAGES TWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 16. 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 TWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 17. ONGOING OPTIMIZATION Sort by impression share and examine keyword ad triggers to determine conversion keywordsTWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 18. 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 TWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM 19. GARY HENDERSONInteractivity MarketingGary@InteractivityMarketing.comwww.InteractivityMarketing.com@GaryLHenderson@IMDigitalAgencyTWEET US @IMDIGITALAGENCY WWW. INTERACTIVITYMARKETING.COM GARY@INTERACTIVITYMARKETING.COM