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

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More Bang for Your PPC Buck With Optimized Landing Experiences

Every click leads somewhere, we happen to think that should be amazing post-click experiences.



For Your Paid Search Buck Getting More Bang

‣ 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





Sending Visitors to the Right Place



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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







‣ 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



High Funnel Experience



Define Needs, Gain Insights



Segment Your Audience

• THREE CLICKS! • Giving an online

demo• Soft Sell • Providing Guidance







The ‘Long Layout’

• 3 page scrolls• Solution Focused• Free Quote CTA • No form on page• Customer

testimonials







Microsite • 4 pages of content• No form on page• Segmentation!• Customer

testimonials• Third party

endorsements• Video asset







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)







• Singular CTA- except for those “already using”

• Try it free messaging consistent throughout

• Straight into a free trial











Be There or Be Square!



Social Sign On







Targeting Low Funnel Keywords








Dynamic Content

‣ 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








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














Reduce Friction








Reduce Friction








Leverage Ad Extensions







With Conversion Content Marketing



Targeting High Funnel Keywords





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.

























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







4 Principles of Conversion

Content Marketing







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

























The Next Step...







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.







What Kind of Tester Are You?





Government Solutions



Dell





Winner!



Dell





Culture of Experimentation









3. Content is King

‣ Depth ‣ Quality‣ Humanization ‣ Specificity ‣ Differentiation













Webinars, White papers, Infographics...































4. Produce Copiously‣ Portfolio strategy ‣ Segmentation ‣ Real-time























Thank You!

Questions?



Business

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