Download - PPC Week 4 Part 1
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USING PAY-PER-CLICK MARKETING
PROFITABLYJeff Coleman
Internet Marketing Geek
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Landing Pages
Definition: page you send your PPC traffic to on your web site
Make them relevantIncrease conversionsImprove quality scores
Improve results through testing
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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
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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?
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Conversion Tracking
Adwords offers free conversion tracking Generate code Add code to “thank you” page Go to Reporting – Conversions Click on New Conversion button
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Reporting - Conversions
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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
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A/B Testing
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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//
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Summary
Landing pages are critical for a PPC campaign
Final step to becoming a customer Make pages relevant
Think like a customer Test pages
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Next Steps
Week 4, Part 2