In PPC, your job doesn't stop with acquiring traffic. Traffic needs to end up doing something of value or otherwise you've wasted money and no one wants to do that! You know that every marketing campaign needs a dedicated landing page, but maybe you're dealing with a less-than-great website (and there's no option to change it at the moment) or you're running into some road blocks with landing pages. Either way, its not always easy to make sure you have all best details in place or if you do, making sure you are optimizing to the best potential possible. So what are some non-landing and landing page tricks for improving conversion rate? In the recording, Unbounce and Hanapin Marketing experts, Oli Gardner and Sam Owen, discuss conversion rate optimization (CRO) and take you through optimizing your PPC before and after your users touch a landing page. You'll get expert-level PPC tips like: *Non-landing and landing page tricks for improving conversion rate *How to optimize for your customers' awareness levels *Learning to define the customer pain and pain relief Start improving your conversion rates today and learn some great tips from some of the industry's best CRO experts!

1. &HOSTED BY:
MAKE THEM ALL CLICK!FAIL-SAFE WAYS TO CONVERT YOUR LEADS

2. Presenters
• Oli Gardner
– Co-Founder of Unbounce
– @oligardner
• Sam Owen
– Associate Director of Paid Search
at Hanapin Marketing
– @SamOwenPPC
#thinkppc
Presenters

3. Join the conversation
• Include the hashtag #thinkppc in your Twitter
tweets.
Or use the webinar question box to send us
questions.
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Join the Conversation

4. Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
#thinkppc
Live Poll Question #1

5. Live Poll Question #2
Where do you send most of your traffic?
#thinkppc
A. Homepage
B. Deeper page on my site
C. Dedicated landing page for each campaign
D. Not sure
E. I’m not currently buying traffic
#thinkppc
Live Poll Question #2

6. Start With Traffic That Converts
Where are you buying your
traffic from?
#thinkppc
Start With Traffic That Converts

7. Start With Traffic That Converts
#thinkppc
Start With Traffic That Converts

8. Help The Traffic That Doesn’t
Not clicking?
Change the ad
Clicking but not converting?
Change the offer
#thinkppc
Help The Traffic That Doesn’t

9. Aware Account Structure
Where are your visitors in the funnel?
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Aware Account Structure

10. Aware Account Structure
Campaign A: Low Awareness
[what is ppc]
[do I need ppc]
[what are landing pages]
[do I need landing pages]
Campaign B: Problem Aware
[how to hire a ppc agency]
[create landing pages]
Campaign C: High Awareness
[hire hanapin marketing]
[get unbounce account]
Download
Introduction to
PPC/CRO eBook
Register for relevant
webinar
Sign up for free trial /
solutions blueprint
PPC Structure Campaign Goal
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Aware Account Structure

11. Optimize For Conversions
#thinkppc
Optimize for Conversions

12. Respect Traffic Differences
Speak to your users in the right way, at the
right time, in the right place:
Day Parting
Location Targeting
Device Adjustments
Mobile Preferred Ads & Sitelinks
#thinkppc
Respect Traffic Differences

13. Respect Traffic Differences
Bid Up For
This Traffic
#thinkppc
Respect Traffic Differences

14. Respect Traffic Differences
Should my ad speak differently
to Democrats vs. Republicans?
#thinkppc
Respect Traffic Differences

15. Respect Traffic Differences
Mobile Users and Desktop Users Respond
to different messages – who knew?
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Respect Traffic Differences

16. Track Calls
Which one of these ads is better?
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Track Calls

17. Track Calls
How To Track?
• AdWords Call Extensions
• Clicks On Mobile Site #s
• 3rd Party Tracking
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Track Calls

18. Align Your Message
Fact about me: I love football
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Align Message

19. Align Your Ad’s Message
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Align Your Ad’s Message

20. Align Your Message
Oh, there it is. On
a completely
different page…#thinkppc
Align Your Message

21. Align Your Message
The exact same thing happens with
your text ads. Only with search the
user has spelled out what they’re
looking for…
#thinkppc
Align Your Message

22. Align Your Message
Remember - Context is key
Let’s advertise an
AdWords certification
whitepaper here
#thinkppc
Align Your Message

23. Be Smart With Remarketing
6.13%
8.06%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
Search Campaigns Remarketing
Conversion Rates
#thinkppc
Be Smart With Remarketing

24. Be Smart With Remarketing
Not all of your visitors are ready to commit on the first
visit. Use remarketing to make sure you are there
when they make their decision.
Display Remarketing
Dynamic Remarketing
Remarketing For Search
#thinkppc
Be Smart With Remarketing

25. Be Smart With Remarketing
Target At The Right Time
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Be Smart With Remarketing

26. Be Smart With Remarketing
Test Frequency Capping
#thinkppc
Be Smart With Remarketing

27. Be Smart With Remarketing
Give Them A Reason To Come Back!
#thinkppc
Be Smart With Remarketing

28. is this next page a
delightful
experience?
#thinkppc

31. worst landing page ever

32. millions of clicks
every day

33. what,
exactly, is a
landing
page?
SECONDS
#thinkppc

34. 5 Essential Elements

35. 1. Unique Selling
Proposition (USP)
5 Essential Elements

36. 1. Unique Selling Proposition
(USP)
2. Hero shot
5 Essential Elements

37. 1. Unique Selling Proposition
(USP)
2. Hero shot
3. Benefit statements
5 Essential Elements

38. 1. Unique Selling Proposition
(USP)
2. Hero shot
3. Benefit statements
4. Proof
5 Essential Elements

39. 1. Unique Selling Proposition
(USP)
2. Hero shot
3. Benefit statements
4. Proof
5. Call-to-Action (CTA)
5 Essential Elements

40. EXPERIENCES

41. project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage &
Launch with JIRA.
#thinkppc

46. competing for attention
with our campaign goal

47. Attention
Ratio
130:1

48. ATTENTION RATIO
…the ratio of interactive elements
(links) on the page, to the number
of campaign conversion goals
(which is always one).

50. your homepage
for campaign traffic

51. BRAND CENTRAL STATION

52. what if the ad went to a
dedicated landing page?

54. Attention
Ratio
1:1

55. delightful!

56. Attention Ratio 6:1
Conversion Rate 48.82%
Attention Ratio 1:1
Conversion Rate 64.29%
+ 31%

58. conversion lift
+78%

59. 6 options24 options
10x people
bought jam
Source: S.S. Iyengar and M. R. Leper 2000

60. AS ATTENTION RATIO
GOES DOWN,
CONVERSION RATES
GO UP

61. landing pages
ask a yes/no question
#thinkppc

62. project management software for teams
Business Tools for Teams
www.google.com/apps/business
Get email, calendar, docs & more
built for team productivity.

64. you broke the scent trail

65. let’s click another ad

66. free help desk software
The #1 Free Helpdesk Tool!
www.freshdesk.com/
Ticketing, kbase, forums & more.
Signup for a free 30-day trial,now!
#thinkppc

67. Great
Message
Match

68. project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage &
Launch with JIRA.
#thinkppc

71. strong message match can
improve your quality score
#thinkppc

72. EXPERIENCES

73. next day flower delivery
Next Day Flower Deliveries UK
www.iflorist.co.uk/NextDayFlowers
Get 10% Off A Beautiful Range Of
Flowers Arranged By Local Florists

75. mention of
next day delivery

77. award for
WORST
LANDING
EXPERIENCE
perhaps

78. NEVER START A
MARKETING
CAMPAIGN
without a
dedicated landing page

79. also known as the
principle
#thinkppc

80. take a look at this landing page

84. first impressions?

85. the

86. close your eyes

88. clarity is great

89. unless you’re
being clear about the
wrong things

97. YOU’RE GOING THE WRONG WAY

98. S
ARE SENSITIVE

99. Source: Michael Aagard, ContentVerve.com

100. Get more done.
No Gimmicks, no credit card.
removing “gimmicks” resulted in a
conversion lift of 25%

101. A methodology for landing page content alignment

103. Page Element Content Score
Headline
Subhead
Hero shot
Intro
Bullets
Form header
Form fields
Testimonial
Learn more
Why
Privacy statement
Call-to-Action
TOTAL 0/24

104. Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the next generation firewall is here
Hero shot Photo of a man holding some paper which is obscured
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at
affordable prices.
Bullets Blazing fast throughput
Form header
Download your whitepaper! Complete the required fields
Form fields Country, province/state, phone number
Testimonial It’s about the product not the value in the whitepaper
Learn more Again, it’s about the product
Why About the product, not the form goal which is whitepaper
Privacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0/24

105. campaign goal
download a whitepaper

106. Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the next generation firewall is here
Hero shot Photo of a man holding some paper which is obscured
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at
affordable prices.
Bullets Blazing fast throughput
Form header
Download your whitepaper! Complete the required fields
Form fields Country, province/state, phone number
Testimonial It’s about the product not the value in the whitepaper
Learn more Again, it’s about the product
Why About the product, not the form goal which is whitepaper
Privacy statement sell, nasty, spam
Call-to-Action Get my offer
TOTAL 0/24

107. Page Element Content Score
Headline Ocean of data instantly become security intelligence 0
Subhead Whitepaper download: the next generation firewall is here 1
Hero shot Photo of a man holding some paper which is obscured 1
Intro
Watchguard XTM is the next generation firewall of choice for businesses
and enterprises alike providing best in class network security at
affordable prices.
0
Bullets Blazing fast throughput 0
Form header
Download your whitepaper! Complete the required fields 1
Form fields Country, province/state, phone number 0
Testimonial It’s about the product not the value in the whitepaper 0
Learn more Again, it’s about the product 0
Why About the product, not the form goal which is whitepaper 0
Privacy statement sell, nasty, spam 0
Call-to-Action Get my offer 0
TOTAL 3/24

108. if your visitors need to think
they won’t convert

109. #thinkppc

114. ATTENTION
RATIO
163:1

115. ATTENTION
RATIO
163:1
IMAGE SLIDER
LOAD TIME
26 SECONDS

116. ATTENTION
RATIO
163:1
IMAGE SLIDER
LOAD TIME
26 SECONDS
ZERO MENTION
OF LANDING
PAGES

118. 8%
OF MEN ARE
COLOR BLIND

119. …matching the style and context of the
conversation* established prior to a click,
with the experience that follows.
CONVERSATION
CONTEXT
*Which most often comes into play when
linking to a landing page from an article,
blog post, online course or email.

120. THE CLICK SOURCE
The Smart Marketers Landing Page Conversion Course

121. *I get it
wrong too
1
1 Super
generic
headline
THE LANDING PAGE*

122. Let’s try that again

123. THE CLICK SOURCE
The Smart Marketers Landing Page Conversion Course

124. Co-branding1
1
2
Contextual
welcome
2
Author
reinforcement
3
3
THE LANDING PAGE

126. context also
relates to trust

129. I don’t believe you

130. how to use testimonials

131. video vs. text
video version
conversion lift of 25%

134. TRUST SIGNALS
are the most subjective element
on your landing page

135. testimonials

136. alwaystestyourmonials

137. #thinkppc
Live Poll Question #3
Would you like help with your PPC accounts, or
landing pages?
a) Free account assessment from Hanapin (for account
spending more than 20k/mo)
b) 50% off Unbounce for three months (following 30-day
free trial)
c) No thanks
d) Both

138. #thinkppc
Live Q&A Time!

139. Thank you for attending our webinar! #thinkppc
Have more
questions?
Hanapin Feedback: marketing@hanapinmarketing.com
Unbounce Feedback: oli@unbounce.com