More Bang for Your PPC Buck - Conversion Conference Boston 2013

With Optimized Landing ExperiencesMore Bang For Your PPC Buck

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

Every Click Lands On A Page

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

The Basic Setup

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)

Targeting low–funnel keywords

Effective Low Funnel Layouts• Form on landing page with easy entry/exit• Limited content editors — focus on meaningful impact &

reassurances• Limit scroll or unnecessary click points• Be brief, be brilliant, be gone

• Many variations for increased relevancy• One-to-one ratio whenever possible between keywords

and landing experience

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

Dynamic Content

Reduce Friction

• Straight into a free trial• Abandonment/upsell path

for current users• Try it free messaging

consistent throughout• Singular CTA — except for

those “already using”• Provides post-trial price and

commitment requirements

Be there or be square!

Social Sign On

341%increase in conversions for iContact!

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

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

Define needs, gain insights

Segmentation Paths

• Ideal for products/services with distinct types or use cases• Fights the impulse to "please everyone"• Use as an opportunity for visitors to "self identify"• Provide relevant and engaging information that will help

move them deeper into the funnel• Videos• Guides/white papers• Use case examples• Language changes

Be cautious

The 'Long Layout'

• Be sure that each section is clearly defined — borders, background colors, headings, etc.

• Don't make them scroll to convert• Include multiple or a "pinned" CTA that is ever present• User proper scroll or click tracking to know what is engaging

and what is a waste• Don't clutter, crown, or 'squeeze' in content - not a substitute

for a microsite• Fight the urge to create meaningless or overly robust

content in order to accommodate the layout• If it doesn't work, don't get overly attached to the trend

Microsites

• Tried and true, oldie but a goodie

• Keep your form on every page

• Track high engagement/converting tabs

• Limit number of tabs• Excellent "test & learn"

opportunity

Targeting high–funnel keywords

With conversion content marketing

The Struggle In Getting Value

• Marketer• Absorbing CPC/ad spend with no immediate return• Looking for a "one of you, one for me" approach

• Visitor• Not ready to convert, purchase, or even engage• Looking to get something for nothing — content!

High Funnel SolutionConversion Content Marketing• Happy hybrid of content marketing & conversion-focused

experiences• Extends a content strategy with savvy but appropriate

conversion optimization tactics and techniques

Offer Teaser Content

Nurture Subscription/Share

Weave a subscription/share CTA into the infographic to extend the interaction and turn a one-off into a relationship.

Offer Quality Bait

Upsell/Cross Sell

Gating Assets/Content

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

We help brands create effective PPC landing pages.

90% of our customers report positive ROI.

Find out more:http://www.ioninteractive.com

Thank you!@ioninteractiveinfo@ioninteractive.com

More Bang for Your PPC Buck - Conversion Conference Boston 2013

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