1. Using Pay-per-Click Marketing Profitably Jeff Coleman Internet Marketing Geek

2. Landing Pages Definition: page you send your PPC traffic to on your web site Make them relevant Increase conversions Improve quality scores Improve results through testing

3. 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

9. What do you find relevant? Competitive research Related industries Test your pages from a customer perspective Is information easy to find? Does it answer my question?

10. Conversion Tracking Adwords offers free conversion tracking Generate code Add code to “thank you” page Go to Reporting – Conversions Click on New Conversion button

11. Reporting - Conversions

14. Multivariate Testing

15. Key components to test

16. Headline

17. Primary image

18. Call to action

19. Sub-headline

20. Initial paragraph

21. Google Website Optimizer

24. Tests multiple factors at once

25. Need discreet elements to test

26. Avoid “conflicting message” landing pages

27. Provides “ideal” landing page – need to test A/B against control

30. Summary Landing pages are critical for a PPC campaign Final step to becoming a customer Make pages relevant Think like a customer Test pages

31. Next Steps Week 4, Part 2