&HOSTED BY:
MAKE THEM ALL CLICK!FAIL-SAFE WAYS TO CONVERT YOUR LEADS
Presenters• Oli Gardner
– Co-Founder of Unbounce
– @oligardner
• Sam Owen
– Associate Director of Paid Search at Hanapin Marketing
– @SamOwenPPC
#thinkppc
Presenters
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• Include the hashtag #thinkppc in your Twitter tweets.
Or use the webinar question box to send us questions.
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Join the Conversation
Live Poll Question #1
How long have you been in PPC?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
#thinkppc
Live Poll Question #1
Live Poll Question #2
Where do you send most of your traffic?#thinkppc
A. Homepage
B. Deeper page on my site
C. Dedicated landing page for each campaign
D. Not sure
E. I’m not currently buying traffic
#thinkppc
Live Poll Question #2
Start With Traffic That Converts
Where are you buying your traffic from?
#thinkppc
Start With Traffic That Converts
Start With Traffic That Converts
#thinkppc
Start With Traffic That Converts
Help The Traffic That Doesn’t
Not clicking? Change the ad
Clicking but not converting? Change the offer #thinkppc
Help The Traffic That Doesn’t
Aware Account Structure
Where are your visitors in the funnel?
#thinkppc
Aware Account Structure
Aware Account Structure
Campaign A: Low Awareness[what is ppc][do I need ppc][what are landing pages][do I need landing pages]
Campaign B: Problem Aware[how to hire a ppc agency][create landing pages]
Campaign C: High Awareness[hire hanapin marketing] [get unbounce account]
Download Introduction to PPC/CRO eBook
Register for relevant webinar
Sign up for free trial / solutions blueprint
PPC Structure Campaign Goal
#thinkppc
Aware Account Structure
Optimize For Conversions
#thinkppc
Optimize for Conversions
Respect Traffic Differences
Speak to your users in the right way, at the right time, in the right place:
Day PartingLocation TargetingDevice AdjustmentsMobile Preferred Ads & Sitelinks
#thinkppc
Respect Traffic Differences
Respect Traffic Differences
Bid Up For This Traffic
#thinkppc
Respect Traffic Differences
Respect Traffic Differences
Should my ad speak differently to Democrats vs.
Republicans? #thinkppc
Respect Traffic Differences
Respect Traffic Differences
Mobile Users and Desktop Users Respond to different messages – who
knew? #thinkppc
Respect Traffic Differences
Track Calls
Which one of these ads is better?
#thinkppc
Track Calls
Track Calls
How To Track?
• AdWords Call Extensions• Clicks On Mobile Site #s• 3rd Party Tracking
#thinkppc
Track Calls
Align Your Message
Fact about me: I love football
#thinkppc
Align Message
Align Your Ad’s Message
#thinkppc
Align Your Ad’s Message
Align Your Message
Oh, there it is. On a
completely different page…
#thinkppc
Align Your Message
Align Your Message
The exact same thing happens with your text ads. Only with
search the user has spelled out what they’re looking for…
#thinkppc
Align Your Message
Align Your Message
Remember - Context is keyLet’s advertise an
AdWords certification whitepaper here
#thinkppc
Align Your Message
Be Smart With Remarketing
Search Campaigns Remarketing0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
6.13%
8.06%
Conversion Rates
#thinkppc
Be Smart With Remarketing
Be Smart With Remarketing
Not all of your visitors are ready to commit on the first visit. Use remarketing to make sure
you are there when they make their decision.
Display RemarketingDynamic Remarketing
Remarketing For Search
#thinkppc
Be Smart With Remarketing
Be Smart With Remarketing
Target At The Right Time
#thinkppc
Be Smart With Remarketing
Be Smart With Remarketing
Test Frequency Capping
#thinkppc
Be Smart With Remarketing
Be Smart With Remarketing
Give Them A Reason To Come Back!
#thinkppc
Be Smart With Remarketing
is this next page adelightful
experience?#thinkppc
worst landing page ever
millions of clicksEND IN BAD EXPERIENCESevery day
what,exactly, is alanding page?
60SECONDS
#thinkppc
5 Essential Elements
1. Unique Selling Proposition (USP)
5 Essential Elements
1. Unique Selling Proposition (USP)
2. Hero shot
5 Essential Elements
1. Unique Selling Proposition (USP)
2. Hero shot
3. Benefit statements
5 Essential Elements
1. Unique Selling Proposition (USP)
2. Hero shot
3. Benefit statements
4. Proof
5 Essential Elements
1. Unique Selling Proposition (USP)
2. Hero shot
3. Benefit statements
4. Proof
5. Call-to-Action (CTA)
5 Essential Elements
B2BLANDINGEXPERIENCES
project management software for teams
Project Management Softwarewww.atlassian.com/project-mgmtFree Trial. Track, Manage & Launch with JIRA. #thinkppc
130 LINKScompeting for attentionwith our campaign goal
Attention Ratio
130:1
ATTENTION RATIO…the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one).
your homepageIS NOTDESIGNEDfor campaign traffic
BRAND CENTRAL STATION
what if the ad went to a
dedicated landing page?
Attention Ratio
1:1
delightful!
Attention Ratio 6:1Conversion Rate 48.82%
Attention Ratio 1:1Conversion Rate 64.29%
+ 31%
conversion lift
+78%
6 options24 options
10x peoplebought jam
Source: S.S. Iyengar and M. R. Leper 2000
AS ATTENTION RATIO
GOES DOWN, CONVERSION RATESGO UP
landing pagesask a yes/no question
#thinkppc
project management software for teams
Business Tools for Teamswww.google.com/apps/businessGet email, calendar, docs & morebuilt for team productivity.
BAD GOOGLE!you broke the scent
trail
let’s click another ad
free help desk software
The #1 Free Helpdesk Tool!www.freshdesk.com/Ticketing, kbase, forums & more. Signup for a free 30-day trial,now!
#thinkppc
GreatMessageMatch
project management software for teams
Project Management Softwarewww.atlassian.com/project-mgmtFree Trial. Track, Manage & Launch with JIRA. #thinkppc
strong message match canimprove your quality score
#thinkppc
B2CLANDINGEXPERIENCES
next day flower delivery
Next Day Flower Deliveries UKwww.iflorist.co.uk/NextDayFlowersGet 10% Off A Beautiful Range OfFlowers Arranged By Local Florists
ZEROmention ofnext day delivery
award forWORSTLANDINGEXPERIENCEperhaps
NEVER START A MARKETING CAMPAIGN
without adedicated landing page
also known as the NSAMCWADLP
principle
#thinkppc
take a look at this landing page
first impressions?
BSdetector
the
close your eyes
clarity is great
unless you’rebeing clear about the wrong things
SPAM
GIMMICKS
UNSOLICITED
NASTY
3RD PARTY
SELL
STOPWORDS
YOU’RE GOING THE WRONG WAY
CTASARE SENSITIVE
Source: Michael Aagard, ContentVerve.com
Get more done.No Gimmicks, no credit
card.
removing “gimmicks” resulted in a conversion lift of 25%
A methodology for landing page content alignment
Page Element Content Score
HeadlineSubheadHero shot
Intro
Bullets
Form header
Form fieldsTestimonialLearn more
WhyPrivacy statement
Call-to-Action
TOTAL 0/24
Page Element Content Score
Headline Ocean of data instantly become security intelligenceSubhead Whitepaper download: the next generation firewall is hereHero shot Photo of a man holding some paper which is obscured
IntroWatchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices.
Bullets Blazing fast throughput
Form headerDownload your whitepaper! Complete the required fields
Form fields Country, province/state, phone numberTestimonial It’s about the product not the value in the whitepaperLearn more Again, it’s about the product
Why About the product, not the form goal which is whitepaperPrivacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0/24
campaign goaldownload a whitepaper
Page Element Content Score
Headline Ocean of data instantly become security intelligenceSubhead Whitepaper download: the next generation firewall is hereHero shot Photo of a man holding some paper which is obscured
IntroWatchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices.
Bullets Blazing fast throughput
Form headerDownload your whitepaper! Complete the required fields
Form fields Country, province/state, phone numberTestimonial It’s about the product not the value in the whitepaperLearn more Again, it’s about the product
Why About the product, not the form goal which is whitepaperPrivacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0/24
Page Element Content Score
Headline Ocean of data instantly become security intelligence 0Subhead Whitepaper download: the next generation firewall is here 1Hero shot Photo of a man holding some paper which is obscured 1
IntroWatchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices.
0
Bullets Blazing fast throughput 0
Form headerDownload your whitepaper! Complete the required fields 1
Form fields Country, province/state, phone number 0Testimonial It’s about the product not the value in the whitepaper 0Learn more Again, it’s about the product 0
Why About the product, not the form goal which is whitepaper 0Privacy statement sell, nasty, spam 0
Call-to-Action Get my offer 0
TOTAL 3/24
if your visitors need to think
they won’t convert
context helps
#thinkppc
ATTENTION
RATIO163:1
ATTENTION
RATIO163:1
IMAGE SLIDERLOAD TIME26 SECONDS
ATTENTION
RATIO163:1
IMAGE SLIDERLOAD TIME26 SECONDS
ZERO MENTIONOF LANDING PAGES
oh, and btw
8%OF MEN ARECOLOR BLIND
…matching the style and context of the conversation* established prior to a click, with the experience that follows.
CONVERSATIONCONTEXT
*Which most often comes into play when linking to a landing page from an
article, blog post, online course or email.
THE CLICK SOURCEThe Smart Marketers Landing Page Conversion Course
*I get it wrong too
1 1 Super generic headline
THE LANDING PAGE*
Let’s try that again
THE CLICK SOURCEThe Smart Marketers Landing Page Conversion Course
Co-branding11
2
Contextual welcome
2
Author reinforcement
3
3
THE LANDING PAGE
context also relates to trust
I don’t believe you
how to use testimonials
video vs. textvideo version
conversion lift of 25%
TRUST SIGNALSare the most subjective element
on your landing page
testimonials
alwaystestyourmonials
#thinkppc
Live Poll Question #3
Would you like help with your PPC accounts, or landing pages?
a) Free account assessment from Hanapin (for account spending more than 20k/mo)
b) 50% off Unbounce for three months (following 30-day free trial)
c) No thanksd) Both
#thinkppc
Live Q&A Time!
Thank you for attending our webinar! #thinkppc
Have more questions?
Hanapin Feedback: [email protected]
Unbounce Feedback: [email protected]