more bang for your ppc buck - conversion conference boston 2013
Post on 17-Oct-2014
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DESCRIPTION
Mary Ward's presentation from Conversion Conference 2013 — More Bang for Your PPC Buck with Optimized Landing ExperiencesTRANSCRIPT
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With Optimized Landing ExperiencesMore Bang For Your PPC Buck
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Segment Visitors so they get the Right Content in the Right Format
2. Target Low-Funnel Keywords to Increase Quality Score
3. Increase the Value of High–Funnel Keywords through Conversion Content Marketing
LOTS of Examples & LOTS of Takeaways!
What’s Inside...
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That page should be amazing & effective
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Every Click Lands On A Page
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Sending Visitors To The Right Place
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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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The Basic Setup
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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 quality score, low CPC)
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Targeting low–funnel keywords
![Page 8: More Bang for Your PPC Buck - Conversion Conference Boston 2013](https://reader034.vdocuments.us/reader034/viewer/2022051816/5440f104b1af9f034c8b45b1/html5/thumbnails/8.jpg)
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Effective Low Funnel Layouts• Form on landing page with easy entry/exit• Limited content editors — focus on meaningful impact &
reassurances• Limit scroll or unnecessary click points• Be brief, be brilliant, be gone
• Many variations for increased relevancy• One-to-one ratio whenever possible between keywords
and landing experience
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Targeting low–funnel keywords
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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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State-targeted headline
State-specific providers
State-specific imagery and content
Regional imagery
Targeting low–funnel keywords
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Dynamic Content
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Targeting low–funnel keywords
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Reduce Friction
• Straight into a free trial• Abandonment/upsell path
for current users• Try it free messaging
consistent throughout• Singular CTA — except for
those “already using”• Provides post-trial price and
commitment requirements
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Be there or be square!
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Social Sign On
341%increase in conversions for iContact!
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Targeting low–funnel keywords
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Leverage Ad Extensions
Searcher enters zip code in search ad
Zip code pre-populates in form on landing page — content is personalized, based on state
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High–Funnel Experience• 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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Define needs, gain insights
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Segmentation Paths
• Ideal for products/services with distinct types or use cases• Fights the impulse to "please everyone"• Use as an opportunity for visitors to "self identify"• Provide relevant and engaging information that will help
move them deeper into the funnel• Videos• Guides/white papers• Use case examples• Language changes
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Be cautious
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The 'Long Layout'
• Be sure that each section is clearly defined — borders, background colors, headings, etc.
• Don't make them scroll to convert• Include multiple or a "pinned" CTA that is ever present• User proper scroll or click tracking to know what is engaging
and what is a waste• Don't clutter, crown, or 'squeeze' in content - not a substitute
for a microsite• Fight the urge to create meaningless or overly robust
content in order to accommodate the layout• If it doesn't work, don't get overly attached to the trend
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Microsites
• Tried and true, oldie but a goodie
• Keep your form on every page
• Track high engagement/converting tabs
• Limit number of tabs• Excellent "test & learn"
opportunity
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Targeting high–funnel keywords
With conversion content marketing
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The Struggle In Getting Value
• Marketer• Absorbing CPC/ad spend with no immediate return• Looking for a "one of you, one for me" approach
• Visitor• Not ready to convert, purchase, or even engage• Looking to get something for nothing — content!
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High Funnel SolutionConversion Content Marketing• Happy hybrid of content marketing & conversion-focused
experiences• Extends a content strategy with savvy but appropriate
conversion optimization tactics and techniques
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Offer Teaser Content
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Nurture Subscription/Share
Weave a subscription/share CTA into the infographic to extend the interaction and turn a one-off into a relationship.
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Offer Quality Bait
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Upsell/Cross Sell
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Gating Assets/Content
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Segment Visitors so they get the Right Content in the Right Format
Target Low–Funnel Keywords to Increase Quality Score
Increase the Value of High–Funnel Keywords through Conversion Content Marketing
![Page 30: More Bang for Your PPC Buck - Conversion Conference Boston 2013](https://reader034.vdocuments.us/reader034/viewer/2022051816/5440f104b1af9f034c8b45b1/html5/thumbnails/30.jpg)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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