ppc week 4 part 1

USING PAY-PER-CLICK MARKETING

PROFITABLYJeff Coleman

Internet Marketing Geek

Landing Pages

Definition: page you send your PPC traffic to on your web site

Make them relevantIncrease conversionsImprove quality scores

Improve results through testing

Relevant Landing Pages

Keywords included on page Answer the question visitor is asking Make information easy to find Google considers pure sales pages or

squeeze pages to be not relevant

What do you find relevant? Competitive research Related industries Test your pages from a customer

perspectiveIs information easy to find?Does it answer my question?

Conversion Tracking

Adwords offers free conversion tracking Generate code Add code to “thank you” page Go to Reporting – Conversions Click on New Conversion button

Reporting - Conversions

Testing Landing pages A/B Testing Multivariate Testing Key components to test

HeadlinePrimary imageCall to actionSub-headlineInitial paragraph

Google Website Optimizer Always use a Control

A/B Testing

Multivariate Testing

Requires a significant amount of traffic Tests multiple factors at once Need discreet elements to test Avoid “conflicting message” landing

pages Provides “ideal” landing page – need to

test A/B against control http://www.ioninteractive.com/liveball-

quickstart//

Summary

Landing pages are critical for a PPC campaign

Final step to becoming a customer Make pages relevant

Think like a customer Test pages

Next Steps

Week 4, Part 2