PPC Week 4 Part 1
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Transcript of 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