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With Optimized Landing Experiences
More Bang For Your PPC Buck
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Segment Visitors so they get the Right Content
in the Right Format
2. Target Low-Funnel Keywords to Increase Quality
Score
3. Increase the Value of High–Funnel Keywords
through Conversion Content Marketing
LOTS of Examples & LOTS of Takeaways!
What’s Inside...
That page should be amazing & effective
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Every Click Lands On A Page
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Sending Visitors To The Right Place
Researching their need to find a
solution
Likely doesn t know or trust you
Not ready to buy
Researching product features/
qualities/USPs
Knows you, but doesn t trust you
Could buy now, but likely won t
Researching price, location, added
value, proof
Knows you, trusts you
Ready to buy- don t mess this up
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The Basic Setup
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Low–Funnel Experience
• Product and purchase
focused
• Strong, action based
layout
• Reinforce their decision to
buy
• Remove all friction and
distractions
• Sweet spot for relevant,
dynamic content (high
quality score, low CPC)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Targeting
low–funnel
keywords
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Effective Low Funnel Layouts
• Form on landing page with easy entry/exit
• Limited content editors — focus on meaningful impact &
reassurances
• Limit scroll or unnecessary click points
• Be brief, be brilliant, be gone
• Many variations for increased relevancy
• One-to-one ratio whenever possible between keywords
and landing experience
Targeting low–funnel keywords
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Dynamic Content
• Increase page relevancy for
your users: “This is about
me!”
• Increase page relevancy for
Google
• Decreased CPC, increased
quality score
• Decrease resources
required for page creation
— one page, many masters
State-
targeted
headline
State-
specific
providers
State-
specific
imagery
and
content
Regional
imagery
Targeting low–funnel keywords
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Dynamic Content
Targeting low–funnel keywords
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Reduce Friction
• Straight into a free trial
• Abandonment/upsell path
for current users
• Try it free messaging
consistent throughout
• Singular CTA — except for
those “already using”
• Provides post-trial price and
commitment requirements
Be there or be square!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Social Sign On
341%increase
in conversions
for iContact!
Targeting low–funnel keywords
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Leverage Ad Extensions
Searcher enters zip
code in search ad
Zip code pre-populates in form on landing page —
content is personalized, based on state
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
High–Funnel Experience
• Problem–focused, solution–
driven
• Industry leading proof (build
expert credibility)
• Serve a lot of masters
• Please everyone without
disappointing anyone
• Sell the solution
• Perfect home for
conversion content
marketing
Define needs, gain insights
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Segmentation Paths
• Ideal for products/services with distinct types or use cases
• Fights the impulse to "please everyone"
• Use as an opportunity for visitors to "self identify"
• Provide relevant and engaging information that will help
move them deeper into the funnel
• Videos
• Guides/white papers
• Use case examples
• Language changes
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Be cautious
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The 'Long Layout'
• Be sure that each section is clearly defined — borders,
background colors, headings, etc.
• Don't make them scroll to convert
• Include multiple or a "pinned" CTA that is ever present
• User proper scroll or click tracking to know what is engaging
and what is a waste
• Don't clutter, crown, or 'squeeze' in content - not a substitute
for a microsite
• Fight the urge to create meaningless or overly robust
content in order to accommodate the layout
• If it doesn't work, don't get overly attached to the trend
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Microsites
• Tried and true, oldie but
a goodie
• Keep your form on every
page
• Track high engagement/
converting tabs
• Limit number of tabs
• Excellent "test & learn"
opportunity
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Targeting
high–funnel
keywords
With conversion content marketing
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The Struggle In Getting Value
• Marketer
• Absorbing CPC/ad spend with no immediate return
• Looking for a "one of you, one for me" approach
• Visitor
• Not ready to convert, purchase, or even engage
• Looking to get something for nothing — content!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
High Funnel Solution
Conversion Content Marketing
• Happy hybrid of content marketing & conversion-focused
experiences
• Extends a content strategy with savvy but appropriate
conversion optimization tactics and techniques
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Offer Teaser Content
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Nurture Subscription/Share
Weave a subscription/share CTA into the infographic to
extend the interaction and turn a one-off into a relationship.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Offer Quality Bait
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Upsell/Cross Sell
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Gating Assets/Content
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
 Segment Visitors so they get the Right Content
in the Right Format
 Target Low–Funnel Keywords to Increase
Quality Score
 Increase the Value of High–Funnel Keywords
through Conversion Content Marketing
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
We help brands create effective PPC landing pages.
90% of our customers report positive ROI.
Find out more:
http://www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!
@ioninteractive
info@ioninteractive.com

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More Bang for Your PPC Buck - Conversion Conference Boston 2013

  • 1. With Optimized Landing Experiences More Bang For Your PPC Buck
  • 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Segment Visitors so they get the Right Content in the Right Format 2. Target Low-Funnel Keywords to Increase Quality Score 3. Increase the Value of High–Funnel Keywords through Conversion Content Marketing LOTS of Examples & LOTS of Takeaways! What’s Inside...
  • 3. That page should be amazing & effective © i-on interactive, inc. All rights reserved • www.ioninteractive.com Every Click Lands On A Page
  • 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Sending Visitors To The Right Place
  • 5. Researching their need to find a solution Likely doesn t know or trust you Not ready to buy Researching product features/ qualities/USPs Knows you, but doesn t trust you Could buy now, but likely won t Researching price, location, added value, proof Knows you, trusts you Ready to buy- don t mess this up © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Basic Setup
  • 6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Low–Funnel Experience • Product and purchase focused • Strong, action based layout • Reinforce their decision to buy • Remove all friction and distractions • Sweet spot for relevant, dynamic content (high quality score, low CPC)
  • 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Targeting low–funnel keywords
  • 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Effective Low Funnel Layouts • Form on landing page with easy entry/exit • Limited content editors — focus on meaningful impact & reassurances • Limit scroll or unnecessary click points • Be brief, be brilliant, be gone • Many variations for increased relevancy • One-to-one ratio whenever possible between keywords and landing experience
  • 9. Targeting low–funnel keywords © i-on interactive, inc. All rights reserved • www.ioninteractive.com Dynamic Content • Increase page relevancy for your users: “This is about me!” • Increase page relevancy for Google • Decreased CPC, increased quality score • Decrease resources required for page creation — one page, many masters
  • 11. Targeting low–funnel keywords © i-on interactive, inc. All rights reserved • www.ioninteractive.com Reduce Friction • Straight into a free trial • Abandonment/upsell path for current users • Try it free messaging consistent throughout • Singular CTA — except for those “already using” • Provides post-trial price and commitment requirements
  • 12. Be there or be square! © i-on interactive, inc. All rights reserved • www.ioninteractive.com Social Sign On 341%increase in conversions for iContact!
  • 13. Targeting low–funnel keywords © i-on interactive, inc. All rights reserved • www.ioninteractive.com Leverage Ad Extensions Searcher enters zip code in search ad Zip code pre-populates in form on landing page — content is personalized, based on state
  • 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com High–Funnel Experience • Problem–focused, solution– driven • Industry leading proof (build expert credibility) • Serve a lot of masters • Please everyone without disappointing anyone • Sell the solution • Perfect home for conversion content marketing
  • 15. Define needs, gain insights © i-on interactive, inc. All rights reserved • www.ioninteractive.com Segmentation Paths • Ideal for products/services with distinct types or use cases • Fights the impulse to "please everyone" • Use as an opportunity for visitors to "self identify" • Provide relevant and engaging information that will help move them deeper into the funnel • Videos • Guides/white papers • Use case examples • Language changes
  • 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 17. Be cautious © i-on interactive, inc. All rights reserved • www.ioninteractive.com The 'Long Layout' • Be sure that each section is clearly defined — borders, background colors, headings, etc. • Don't make them scroll to convert • Include multiple or a "pinned" CTA that is ever present • User proper scroll or click tracking to know what is engaging and what is a waste • Don't clutter, crown, or 'squeeze' in content - not a substitute for a microsite • Fight the urge to create meaningless or overly robust content in order to accommodate the layout • If it doesn't work, don't get overly attached to the trend
  • 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Microsites • Tried and true, oldie but a goodie • Keep your form on every page • Track high engagement/ converting tabs • Limit number of tabs • Excellent "test & learn" opportunity
  • 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Targeting high–funnel keywords With conversion content marketing
  • 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Struggle In Getting Value • Marketer • Absorbing CPC/ad spend with no immediate return • Looking for a "one of you, one for me" approach • Visitor • Not ready to convert, purchase, or even engage • Looking to get something for nothing — content!
  • 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com High Funnel Solution Conversion Content Marketing • Happy hybrid of content marketing & conversion-focused experiences • Extends a content strategy with savvy but appropriate conversion optimization tactics and techniques
  • 23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Offer Teaser Content
  • 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Nurture Subscription/Share Weave a subscription/share CTA into the infographic to extend the interaction and turn a one-off into a relationship.
  • 26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Offer Quality Bait
  • 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Upsell/Cross Sell
  • 28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Gating Assets/Content
  • 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com  Segment Visitors so they get the Right Content in the Right Format  Target Low–Funnel Keywords to Increase Quality Score  Increase the Value of High–Funnel Keywords through Conversion Content Marketing
  • 30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands create effective PPC landing pages. 90% of our customers report positive ROI. Find out more: http://www.ioninteractive.com
  • 31. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com