International PPC Lessons Learned Launching Campaigns in Europe, Asia & Latin America
Best practices optimizing landing pages for ppc campaigns
-
Upload
higher-education-marketing -
Category
Marketing
-
view
776 -
download
1
Transcript of Best practices optimizing landing pages for ppc campaigns
Best Practices: Optimizing Landing Pages for PPC Campaigns
Presented by: Philippe Taza, CEO
Higher Education Marketing
• What is a Landing Page
• PPC Campaigns
• 4 Elements of PPC Lead Generation
• Anatomy of a Landing Page
• What are the Requirements of a Good Landing Page?
• Mobile PPC
• Types of Landing Pages
• Common Mistakes
• A/B Testing
• PPC Analytics
Today’s Presentation
In its most general definition,
it is a page on a website that
a visitor can arrive at, or
land on.
In digital marketing, a
landing page captures a
visitor's information through
a form that produces a lead
or a potential student.
What is a Landing Page?
http://blog.hubspot.com/marketing/what-is-a-landing-page-ht
• Fast and measurable results
• Control of the budget and schedule
• Targeting is tightly focused by
keywords
• You pay only for the clicks
• Get to Google Page 1 immediately
Advantages of PPC Campaigns ?
• To Produce More PPC Leads:
When your PPC landing pages are optimized to follow best
practices, more of your clicks will lead to conversions.
• To Get Better Quality Scores With Your PPC Ads:
Well crafted landing pages get better Adwords Quality Scores
because they are more aligned with the searcher’s intent.
Higher Quality Scores result in higher PPC ad position and
lower overall costs per lead.
Why Optimize Your PPC Landing Pages?
1. Unique selling proposition
2. Benefits 3. Hero shot 4. Context of use 5. Request for data 6. Backup or safety net
call to action (CTA) 7. The main CTA
Anatomy of A Typical PPC Landing Page
http://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/
1. Unique selling proposition
2. Benefits 3. Hero shot 4. Context of use 5. Request for data 6. Backup call to
action (CTA) 7. The main CTA
Anatomy of A PPC Landing Page
• A strong headline that is relevant to your PPC keyword
• A strong value proposition that compels the visitor to stay.
Requirements of a Good Landing Page?
• Clean, attractive design that is trustworthy, professional and consistent with your brand.
• Concise, convincing copy that communicates the value of what you’re offering.
Requirements of a Good Landing Page?
Requirements of a Good Landing Page?
• A User-friendly form that doesn’t scare away visitors
• An eye-catching clickable CTA that communicates value
• Branding
• Authority Icons
• No sale of info
• Privacy policy
• Testimonials
Incorporate Trust Elements
Common Mistakes
• Loss of scent, does not deliver on promise
• Poor design and visual elements
• Poor calls to action, hidden and unclear
• Complicated pages and forms
• No A/B testing the results
• No analytics tracking
Common Mistakes
• Keyword should be in the ad
• Keyword should be on the landing page
• Landing page is not mobile
More leads for your college if you run A/B testing on your landing pages, according to HubSpot.
Why You should run A/B testing?
Which Landing Page Increased Form Submissions?
A B
https://whichtestwon.com/case-study/gemm-learnings-form-test-results/#comments
https://whichtestwon.com/case-study/gemm-learnings-form-test-results/#comments
Version A increased completed form submissions by 36.92% at a 99.9% confidence rate. This test won a gold ribbon for form tests in WhichTestWon’s 2013 testing awards.
Which Landing Page Increased Form Submissions?
Google AdWords and Analytics Setup
• Enable Destination URL Auto-tagging
• Link Google AdWords with Analytics
• Link Google AdWords and Google Webmaster Tools
• Enable conversion tracking in Google AdWords
• Setup Goals in Google Analytics
The Landing Pages Report in Google Analytics
The Landing Pages report under Behavior provides information on the first pages users see or land on.
The Destination URLs Report in Google Analytics
The Destination URLs report under AdWords provides click and conversion data for your landing pages.
Measuring Landing Pages by Device type
You can evaluate how a specific landing page is performing across different devices
AdWords Conversions by Device Type
Segment your AdWords activity by device or you may have some surprises!
Lead Conversion Factors
http://www.marketingexperiments.com/blog/research-topics/landing-page-optimization-research-topics/5-factors-lead-conversion.html
• Fulfill the promise
made in the PPC ad
• Make it easy to
complete the action
• Be tracked in Analytics
• A/B Tested for
Improvement
Your PPC Landing Page Must….
• I’m easy to reach at:
Philippe Taza Tel: 514-312-3968 ext:104 [email protected] www.higher-education-marketing.com https://twitter.com/PhilippeTaza
Have Questions About Landing Pages and PPC Campaigns?