For more information, visit: http://www.wordstream.com A well-structured PPC campaign and optimized landing pages are the one-two punch of online marketing. But do you know what it takes to create a great landing page? In our webinar, PPC & Landing Pages: The One-Two Punch of Online Marketing, WordStream's Larry Kim and Tyson Quick from InstaPage will show you: - The best way to organize your PPC campaigns - How to integrate your landing pages with your PPC ad groups - The components of a successful landing page, from headline to button

1. PPC & Landing Pages:
The One-Two Punch of Online
Marketing
December, 2012
Larry Kim, WordStream
Tyson Quick, Instapage
CONFIDENTIAL – DO NOT DISTRIBUTE 1

2. Today’s Agenda
• Speaker introductions
• What is Quality Score & Why should you care
• How Google calculates Quality Score
• How do I get better Quality Scores?
• Integrating Landing Pages with your PPC Campaign.
• The Anatomy of a Successful Landing Page
• Q&A
2

3. Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #ppclandingpages in your Google+
status updates,Twitter tweets,, etc.
3

4. Speaker Introductions
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 years
– 3 years ago, started WordStream
– Today we’re an industry-leading provider of a PPC
Management Platform and Keyword Research
Tools
– WordStream helps people get their website found
on the internet!
• Tyson Quick
– Founder & CEO of InstaPage
– Been doing Landing Pages & PPC for 5 Years
– Started InstaPage 2 years ago
– Over 35,000 Landing Pages created on InstaPage
so far with an average overall conversion increase
of 18%
4

5. Let’s learn a little about you….
CONFIDENTIAL – DO NOT DISTRIBUTE 5

6. Quick Poll
How long have you been involved with Search
Marketing?
o Less than 1 year
o 1-3 years
o 3-5 years
o 5+ years
6

7. Quick Poll
How would you describe your Search Marketing
results?
o I’m new to Search Marketing
o Who knows – I don’t measure my results
o Disappointing – I expected so much more from PPC
o Satisfactory – I’m seeing return on my investment into
PPC
o Stellar – PPC is my most successful lead/traffic
generating channel
7

8. Why should you care
about Quality Score?
CONFIDENTIAL – DO NOT DISTRIBUTE 8

9. CONFIDENTIAL – DO NOT DISTRIBUTE 9

10. CONFIDENTIAL – DO NOT DISTRIBUTE 10

11. CONFIDENTIAL – DO NOT DISTRIBUTE 11

12. CONFIDENTIAL – DO NOT DISTRIBUTE 12

13. CONFIDENTIAL – DO NOT DISTRIBUTE 13

14. Why Quality Score Matters
• It directly affects your…
– Ad rank (Ad Positioning)
– minimum first page bid and actual CPC
– Impression share
– Ability to appear above the organic search results
• It indirectly affects your..
– Conversion rate
– Bidding / Reporting strategies
• Improving your AdWords Quality Score is one of the most
important campaign metrics to focus on improving!
14

15. Example Relationship Between CPC and QS
CONFIDENTIAL – DO NOT DISTRIBUTE 15

16. Example Relationship Between CPA & QS
CONFIDENTIAL – DO NOT DISTRIBUTE 16

17. How is Quality Score Calculated?
CONFIDENTIAL – DO NOT DISTRIBUTE 17

18. Quality Score is Everything when it comes to PPC ranking
• Google gives you a score from 1-10 for each keyword in your account
• The factors that determine Quality Score (according to Google) are:
– Click Through Rate
– Ad Text Relevancy
– Landing Page Relevancy
– “Other Factors”
• In a nutshell, a high-quality ad is one that
– Is relevant to the search query
– Accurately describes the product
– Is relevant to it’s landing page
18

19. Historical Click-through Rate (CTR)
• Click Through Rate is the most significant component of
Quality Score
– Relevant ads get more clicks
– Google uses the “wisdom of the crowds” to infer relevancy
– Google considers the CTR of your ads and keywords, as well as
your campaign and account, and even other competitor
accounts
• Google normalizes Click Through Rate by ad position
– Low relevancy ads can’t buy themselves a high CTR
• So the key to Quality Score is getting high click-through
rates!
– There are published best-practices from Google that tend to
produce higher CTR’s
19

20. Keyword, Ad Text & Landing Page Relevance Factors
• The Relevance of the Keyword to the ads in it’s ad group
– Keywords in your ad group must be relevant to your ads
– Keywords in your ad group should be repeated in your ad text
• Relevance of the keyword and matched ad to the search query
– The search query that a customer searches for must be relevant to
the keywords in your ad group and the ad itself
• Landing Page Factors
– Relevancy: The landing page should be relevant to the keywords
and ad text
– Content: The website should feature unique content relevant to
your ad, have a privacy policy, avoid pop-ups, and load quickly.
• “Other Factors”
– Google’s black box - they don’t tell us anything about this…
20

21. WordStream - Summary
21

22. Organization impacts Click Through Rate & Quality Score
– Use specific keywords and negative keywords
– Group together closely related keywords
– Write relevant text ads and destination pages
– Repeat! (But this is actually a lot of work…)
22

23. Ad Text & Landing Pages
• Keyword Organization is the key:
– By Breaking up your big keyword lists into smaller
lists, your ad text and landing pages can better target
the intent of the searcher
23

24. Google Quality Score Best Practice: Be Specific
24

25. Diagnosing Quality Score Issues
• In General, Quality Score of..
– 0-3 = Bad
– 4-6 = OK
– 7-10 = Great
25

26. Landing Page Facts
CONFIDENTIAL – DO NOT DISTRIBUTE 26

27. PPC Trivia! 5 Quick Questions about Landing Page
Performance
1. How Many Landing Pages does a typical
small business have?
Answer:
• On average, excluding the top and bottom 10%,
the typical SMB has just 5.86 landing pages.
CONFIDENTIAL – DO NOT DISTRIBUTE 27

28. PPC Trivia! (Continued)
2. How many active Ad text does
the typical small business have?
Answer:
• On Average, excluding top and Bottom 10%,
the typical SMB has 34.7 Ads
CONFIDENTIAL – DO NOT DISTRIBUTE 28

29. Grade Yourself! http://www.wordstream.com/google-adwords
• Baseline your performance
• A free, instant PPC audit in
under a minute!
• Grades your AdWords
account performance based
on the 8 PPC metrics that
really matter
• Compares how you’re doing
against other accounts of
similar size (monthly spend)
www.wordstream.com/google-adwords
29

30. Grade Your Landing Pages!
CONFIDENTIAL – DO NOT DISTRIBUTE 30

31. Grade Your Quality Score!
CONFIDENTIAL – DO NOT DISTRIBUTE 31

32. Integrating Landing Pages with your PPC
Campaigns. (InstaPage)
CONFIDENTIAL – DO NOT DISTRIBUTE 32

33. Message Match
• When a customer clicks on your PPC ad, they’ll
likely only spend 5 seconds on your page before
deciding whether to stick around or not.
• By providing a headline on your page that strongly
matches your ad message you give people
immediate confirmation that they made a good click.

34. Create a Unique Landing Page for Every Ad
Group or Even Every Ad

37. #1 Landing Page Builder
Quickly Build Stunning Landing
Pages That Increase Sales. Try
Free
InstaPage.com/Landing-Page-Builder

38. Ad > Landing Page Message Matching
Effect on Conversion Rate

39. The Anatomy of a Successful Landing Page
(InstaPage)
CONFIDENTIAL – DO NOT DISTRIBUTE 39

41. 1. Main Hammer Headline
2. Supportive Sub Headline
3. What’s in it for me? Benefits
4. Credibility through Trust Symbols
5. Verbal Call to Action
6. Call to Action Form or Button
7. NO Navigation Menu
8. Complimentary Image or Video
9. Always Above the Fold

42. 5 Tips to Own Your Headline
• Go with the “How To” Option
• Pose a Question
• Mix in Humor
• Provide Them with Reasons
• Tell Them What They’re Dying to Hear
Read More on the InstaPage Blog -
http://goo.gl/RJlh2

43. Benefits – It’s all About ME!
An old acronym often used to keep you thinking
benefits instead of features is WIFM. (What’s in it for
me?) In other words, don’t just describe something.
Tell me (the reader) how it benefits me and why I
should think it’s important.

44. 5 Ways to Gain Trust
• Use Statistical Evidence
• Featured Press
• Customer Testimonials
• Privacy Policy
• Guarantees
Read More on the InstaPage Blog
http://goo.gl/LLRX2

45. Make the Conversion!

47. Summary
• Setup Unique Landing Pages for Each Ad
• Message Matching Matters (PPC Headline,
Subheadline, & URL)
• More Relevancy = Higher Conversion Rate
• Anatomy of a Landing Page
– Headlines
– Benefits
– Trust Symbols
– Make the Conversion

48. Would you like one of these Special Offers?
• WordStream
– Free Account Assessment
– Grade your account
– Then get a free account assessment with one of our
Search experts
– http://www.wordstream.com/google-adwords
• InstaPage
– 14 Day Free Trial
– 50% off for 3 months
– Coupon Code: WordStream
– http://InstaPage.com/WordStream
CONFIDENTIAL – DO NOT DISTRIBUTE 48

49. Your Questions
Thank you for attending
Evaluate your landing pages today!
http://www.wordstream.com/google-adwords
Learn more about Instapage
http://InstaPage.com/WordStream
Or contact us directly:
Larry Kim
lkim@wordstream.com
Tyson Quick
tyson@instapage.com
49