landing page presentation final pdf

KEYS TO SEARCH ENGINE MARKETING SUCCESS

TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • GARY@INTERACTIVITYMARKETING.COM

GARY HENDERSON

QUALITY SCORE OVERVIEW

• Quality Score - Google’s 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 -- that’s where its revenue comes from.

• 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 • Google’s perceived quality of landing pages

• Geographic performance • Performance of ads on different devices

•Different scores for different devices

HOW QUALITY SCORE IS CALCULATED

Cost per Click

Top-of-Page Bid Estimates

Average Ad Positions

BENEFITS OF A HIGH QUALITY SCORE

CHECKING QUALITY SCORE

•“Bucket” your keywords-- group together by similarity and goals

•Utilize website analytics to discover which keywords you rank well for/are receiving traffic

from and use them in your ads.

IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH

• Examine Google’s generated titles and descriptions to find keywords that Google may be including in your titles/descriptions.

IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH

ELEMENTS OF SUCCESSFUL LANDING PAGES

• Reaches the right person with the right message • Gives information that satisfies the visitor’s desire (answers a question or

solves 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.

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 Carolina

football tickets

LANDING PAGE PLANNING AND IMPLEMENTATION

• Create/point to unique landing pages for each ad group/campaign

• Determine your overall goal and type of conversion

Goal Measure of Success

Lead generation Number of submitted forms

Sales Revenue generated from page

Disseminate information Time on page/number of visits

Email sign-ups Number of email addresses gathered

BAD LANDING PAGES

GOOD LANDING PAGES

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

• Sort by impression share and examine keyword ad triggers to determine conversion keywords

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

ONGOING OPTIMIZATION

GARY HENDERSON

Interactivity Marketing

Gary@InteractivityMarketing.com

www.InteractivityMarketing.com

@GaryLHenderson

@IMDigitalAgency

landing page presentation final pdf

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