The document provides 5 tips for optimizing post-click marketing performance: 1) Differentiate landing pages for organic vs. campaign traffic, 2) Ensure ad messaging matches landing pages, 3) Segment campaign traffic for personalized experiences, 4) Incentivize desired actions, and 5) Continually test variations to maximize conversions. The tips are presented by Anna Talerico of ion interactive and emphasize testing approaches to boost conversion rates from campaign clicks.

1. 5 tips for
High Performance Post-Click Marketing
PubCon Las Vegas 2009
Anna Talerico, executive vice president, www.ioninteractive.com
@annatalerico
atalerico@ioninteractive.com

2. Click Post-Click Post-Conversion
Drive traffic—SEO, Optimize traffic for Nurture leads
PPC, display, higher conversion, through sale and
email, social, lower cost per re-market for
mobile, affiliates. acquisition. repeat sales.

3. Post-click marketing:
Optimized landing experiences
boost campaign results.

4. 1. Differentiate between
organic & campaign traffic

5. Organic
Direct
Viral
Social
User controlled

6. PPC
Email
Display
Social Media
Mobile
Affiliate
Marketer controlled

7. Organic traffic
‣ Natural search, direct, social,
viral
‣ Low degree of marketer control
‣ Diverse audience funneling in
‣ Customers
‣ Prospective customers
‣ Press
‣ Investment community
‣ Pages needs to appeal to
lowest common denominator
traffic

8. Campaign traffic
‣ PPC, email, display, direct mail
‣ High degree of marketer control
‣ Very specific placement &
message
‣ You know with certainty what
they clicked on
‣ You are in control of where they
land
‣ You paid for them to click!

9. Organic page

10. Campaign page

11. 25% +
Campaign page converts higher for campaign traffic

12. Organic traffic=optimize landing page for
Lowest Common Denominator (LCD)
Campaign traffic=optimize landing page for
the Ad & the Message & the Context (AMC)

13. 2. Message match your
ads & landing pages

15. Click the ad!
Land! See the ad!

16. Ad promises free guide
This page is all about a free consultation and doesn’t mention a guide

18. 3. Segment your
campaign traffic

19. All respondents are not the same

20. Pre-conversion segmentation
‣ Allows respondents to self-
identify
‣ Allows you to know who’s
clicking your ads and what they
are interested in
‣ Signals to the respondent that
they’re in the right place and
you have something of interest
to them
‣ Faster path from click through
conversion (takes the burden
off the user to ‘discover &
convert’)
‣ Relevancy increases odds of
conversion

26. 4. Give the horse
the carrot

27. 27

28. What do you want me to do?

29. What do you want me to do?

30. What do you want me to do?

32. What do you want me to do?

35. 5. Test, test and test

36. There’s only only way to know
which horse will win.

37. Testing 37

38. 300% lift in
conversions

39. 300% lift in
conversions

40. 100% lift in
conversions

41. 41

42. 5 tips for High Performance Post-Click Marketing
1. Differentiate between organic & campaign
traffic
2. Message match your ads & landing pages
3. Segment your campaign traffic
4. Give the horse the carrot
5. Test, test and keep on testing

43. 3x
PubCon Las Vegas 2009
Anna Talerico, executive vice president, www.ioninteractive.com
@annatalerico
atalerico@ioninteractive.com