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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
Citation preview
PPC Landing Pages for Higher Conversions
© 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...
That page should be amazing & effective
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Every Click Lands On A Page
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Sending Visitors To The Right Place
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
© 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)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Targeting low–funnel keywords
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
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
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
Be there or be square!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Social Sign On
341%increase in conversions for iContact!
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
© 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
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Targeting high–funnel keywords
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
© 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
© 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
© 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
© 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
4 Principles Of Conversion Content
Marketing
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© 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!
“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
© 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
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
4. Form Is Not Formulaic• Conversion paths• Microsites• Interactive content• Multi-Step forms• Quizzes
© 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
© 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
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!@[email protected]