Learn how to optimize your paid marketing campaigns to maximize lead generation and ROI! A PPC campaign is a great method to stand out from the crowd on search engine results, and generate leads. To maximize results, PPC campaigns should connect to a Landing Page that has been designed for optimal performance, including A/B Testing of content, design and call-to-action. Tracking PPC performance is vital to success, vital metrics include online conversions, AdWords goals, and offline phone call tracking. Key Takeaways: 1- Developing an organized campaign structure 2- Landing Page design, content and best practices 3- The latest developments in online and offline lead tracking 4- Considering product seasonality in ad campaigns 5- Ongoing ad campaign management strategies

1. How to run an effective online marketing
strategy & the metrics that matter!
 Organized Campaign Structure = Success
 Important Landing Page Elements
 The Latest Technology in Leads Tracking
 Ongoing Management Strategy & Product
Seasonality

2. AdWords
or BingAds
Account
Search
Campaign
AdGroup
Product 1
AdGroup
Product 2
Display
Campaign
AdGroup
Product 1
AdGroup
Product 2
Remarketing
Campaign
AdGroup
Product 1
AdGroup
Product 2
Budget,
Bidding Strategy
Setting level
Tracking,
Goal Value
Setting Level
Ad Content
Setting level
1. Campaign Structure
Organized Structure = Successful Campaign

3. Campaign Quick Wins
Anything that looks different on a Search Results
Page usually gets a higher Click Through Rate!
Use Extensions!

4. 2. Landing Page
Top 3 Elements:
Design:
 Get to the point
 Visible call-to-actions
 Use contrasting colors
Content:
 Clear headlines
 Attractive offer
 Product benefits
The 5-Second Test:
 What’s in it for me?
 How much does it cost?
 How to get it?

5. Simplicity Wins!

6. Landing Page Solutions
Case Study: Xplornet
Landing Page Marketing Solutions:
 Split - Testing
 Segmentation
 Behavior Analysis
Which one
preformed best?
This one!
Testing Preformed Via

7. How the eye scans a page:

8. Landing Page Best Practices
Have One Purpose & One Focused Message: simplify your content and
use multiple headlines and bullet points.
Main Headline: should be specific to the ad campaign and include relevant
search keywords.
Primary Call-To-Action: must appear above the fold and be eye-catching.
Use Videos: studies have shown that videos can drastically improve
conversions, by up to 80%
Use Images: lifestyle images and directional cues to direct attention to the
most important information on the page.
A/B Split Testing: test new ideas and content with A/B testing technologies
and let your customers show you what works best for them.
If applicable include: “24/7 Support“, “Free Trial”, the Canadian flag, and a
Toll Free number.

9. 3. Leads Tracking
Case Study: Xplornet
Can offline activities, such as phone calls, be linked
to specific AdWords campaigns?
Don’t Forget:
 Set Conversions in AdWords
 Import Conversions from Analytics
Source

10. Ad Click
• Landing page visit.
• Session ID is assigned to each visitor. This dynamically
replaces all visible phone numbers across the website or
landing page to a unique Toll Free Number, that is tracked.
Offline
Phone Call
• Thank you page server call.
• Session ID values are imported (i.e. ad campaign, keyword,
CPC, Ad copy, etc…).
Tracking &
Integration
• Google Analytics Goal gets triggered.
• Google Analytics import goals into AdWords with all info about
the ad that triggered the call!
Offline Phone Leads Tracking
How it Works:

11. 4. Ongoing Management Strategy
Once all conversions are integrated with ,
select the best strategy to meet your online marketing goals!
Enhanced
CPC
Conversion
Optimizer
Flexible Bid
Strategy
Description
Based on conversion tracking
data, Enhanced CPC bidding can
raise bids up to 30% for clicks
that seem more likely to lead to
conversions.
Conversion optimizer predicts
which clicks are likely to be
valuable and changes your bids
to help you gain as many
profitable clicks as possible.
Combines automated bid
optimization with a selection of
settings that you control and can
apply across campaigns, ad
groups, and keywords.
Pros
A great starting point for new
campaigns, and those who are
unsure of which strategy to use!
The most useful bidding strategy
for non-advanced users to
generate great results.
The advanced bidding strategy
allows you to control multiple
variables in your campaign for
maximum results.
Cons
Enhanced CPC is the most
simple and basic form of
automatic bidding.
Conversion Optimizer does not
work well if there is a lack of
historical conversion data
available.
Requires hands-on management
across several data points , as
well as on-going review of all
bidding rules.

12. 4. Ongoing Management Strategy
Product Seasonality & Budget Allocation
Drastic changes in online search behavior
can be caused by several factors, including:
 Customer urgency
 Holiday spirit
 Changes in laws
 Weather shifts
 Big events
Read Full Article!
Search seasonality has a major impact on conversion rates and average
order values (which always increase dramatically when traffic spikes
occur). Research shows that increases in conversion rate for some
categories can be as high as 300% in high seasons!

13. Green Lotus Online Marketing Services
 Lead Generation & ROI Optimization
 Online Marketing Management
 Local Search Engine Optimization
 Social Media Marketing & Management
Our Clients .... We are Proud of Each Project!

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