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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.
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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
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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
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‣ 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
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High Funnel Experience
Define Needs, Gain Insights
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Segment Your Audience
• THREE CLICKS! • Giving an online
demo• Soft Sell • Providing Guidance
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The ‘Long Layout’
• 3 page scrolls• Solution Focused• Free Quote CTA • No form on page• Customer
testimonials
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Microsite • 4 pages of content• No form on page• Segmentation!• Customer
testimonials• Third party
endorsements• Video asset
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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)
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• Singular CTA- except for those “already using”
• Try it free messaging consistent throughout
• Straight into a free trial
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Be There or Be Square!
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Social Sign On
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Targeting Low Funnel Keywords
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Targeting Low Funnel Keywords
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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
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Targeting Low Funnel Keywords
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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
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Targeting Low Funnel Keywords
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Reduce Friction
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Targeting Low Funnel Keywords
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Reduce Friction
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Targeting Low Funnel Keywords
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Leverage Ad Extensions
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With Conversion Content Marketing
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Targeting High Funnel Keywords
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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.
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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
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4 Principles of Conversion
Content Marketing
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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
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The Next Step...
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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.
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What Kind of Tester Are You?
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Government Solutions
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Dell
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Winner!
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Dell
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Culture of Experimentation
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3. Content is King
‣ Depth ‣ Quality‣ Humanization ‣ Specificity ‣ Differentiation
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Webinars, White papers, Infographics...
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4. Produce Copiously‣ Portfolio strategy ‣ Segmentation ‣ Real-time
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Thank You!
Questions?
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