Contenu connexe Similaire à More Bang for Your PPC Buck - Conversion Conference San Francisco 2013 (20) Plus de ion interactive (20) More Bang for Your PPC Buck - Conversion Conference San Francisco 20131. More Bang for
Your PPC Buck
With Optimized
Landing Experiences
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2. Every click leads somewhere, we happen to think that should be
amazing post-click experiences.
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3. Getting More Bang
For Your Paid Search Buck
‣ Sending visitors to
the right page, with
the right content, in
the right format
‣ Targeting low funnel
keywords to increase
quality score and
decrease CPC
‣ Increase the value of
high funnel keywords
through the power of
conversion content
marketing
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4. Sending Visitors to the Right Place
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5. The Basic Setup
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
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6. 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
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7. Segment Your Audience
Define Needs, Gain Insights
• THREE CLICKS!
• Giving an online
demo
• Soft Sell
• Providing Guidance
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8. The ‘Long Layout’
• 3 page scrolls
• Solution Focused
• Free Quote CTA
• No form on page
• Customer
testimonials
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9. Microsite
• 4 pages of content
• No form on page
• Segmentation!
• Customer
testimonials
• Third party
endorsements
• Video asset
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10. 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 QS,
low CPC)
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11. • Singular CTA-
except for those
“already using”
• Try it free
messaging
consistent
throughout
• Straight into a free
trial
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twitter: @ioninteractive
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i-on interactive, inc. All rights reserved.
12. twitter: @ioninteractive
twitter: @ioninteractive
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13. Social Sign On
Be There or Be Square!
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twitter: @ioninteractive
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14. Targeting
Low Funnel
Keywords
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15. Dynamic Content
Targeting Low Funnel Keywords
‣ One page, serving dozens
(hundreds, thousands?!) of
keywords, through the
power of logic
‣ Display unique content on
a page based on a users
search query, or any other
query string parameter
‣ Swap images
‣ Change headlines
‣ Substitute entire blocks
of text
‣ Replace forms
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twitter: @ioninteractive
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i-on interactive, inc. All rights reserved.
16. Dynamic Content
Targeting Low Funnel Keywords
‣ 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
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twitter: @ioninteractive
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17. twitter: @ioninteractive
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18. Reduce Friction
Targeting Low Funnel Keywords
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i-on interactive, inc. All rights reserved.
19. Reduce Friction
Targeting Low Funnel Keywords
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20. Leverage Ad Extensions
Targeting Low Funnel Keywords
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21. Targeting High
Funnel Keywords
With Conversion
Content Marketing
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22. Conversion Content Marketing
‣ Old School of Thought:
‣ Conversion Optimization: Focused on converting a visitor right
now and that visitor must convert to receive the promised value.
‣ Content Marketing: Educates visitors, but doesn’t generally
attempt to convert.
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twitter: @ioninteractive
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23. twitter: @ioninteractive
twitter: @ioninteractive
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www.ioninteractive.com
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i-on interactive, inc. All rights reserved.
24. twitter: @ioninteractive
twitter: @ioninteractive
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www.ioninteractive.com
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i-on interactive, inc. All rights reserved.
25. twitter: @ioninteractive
twitter: @ioninteractive
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i-on interactive, inc. All rights reserved.
26. Conversion Content
Marketing
‣ New School of Thought:
‣ Conversion Content Marketing- a happy hybrid.
‣ Extends a content strategy with savvy but appropriate
conversion optimization tactics and techniques
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27. 4 Principles
of Conversion
Content Marketing
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28. 1. Conversion is Optional
‣ A subtle option to sign up for
bonus/premier/extended
content
‣ A respectful option to
subscribe to a relevant
newsletter
‣ A patient option to have
someone contact them on that
specific topic
‣ A present option to make a
pertinent purchase
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twitter: @ioninteractive
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i-on interactive, inc. All rights reserved.
29. twitter: @ioninteractive
twitter: @ioninteractive
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i-on interactive, inc. All rights reserved.
30. twitter: @ioninteractive
twitter: @ioninteractive
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31. twitter: @ioninteractive
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32. The Next Step...
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33. 2. Testing is Mandatory
‣ If you’re not testing, you’re squandering your traffic
‣ Be aware of and specific about your KPI metrics :
‣ Conversion rates
‣ Downloads
‣ Video views
‣ etc, etc, etc.
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twitter: @ioninteractive
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i-on interactive, inc. All rights reserved.
34. What Kind of Tester Are You?
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35. Dell
Government Solutions
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36. Dell
Winner!
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37. Culture of Experimentation
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38. 3. Content is King
‣ Depth
‣ Quality
‣ Humanization
‣ Specificity
‣ Differentiation
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39. twitter: @ioninteractive
twitter: @ioninteractive
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40. Webinars, White papers, Infographics...
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41. twitter: @ioninteractive
twitter: @ioninteractive
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i-on interactive, inc. All rights reserved.
42. twitter: @ioninteractive
twitter: @ioninteractive
www.ioninteractive.com
www.ioninteractive.com
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i-on interactive, inc. All rights reserved.
43. twitter: @ioninteractive
twitter: @ioninteractive
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www.ioninteractive.com
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i-on interactive, inc. All rights reserved.
44. twitter: @ioninteractive
twitter: @ioninteractive
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45. 4. Produce Copiously
‣ Portfolio strategy
‣ Segmentation
‣ Real-time
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46. twitter: @ioninteractive
twitter: @ioninteractive
www.ioninteractive.com
www.ioninteractive.com
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i-on interactive, inc. All rights reserved.
47. twitter: @ioninteractive
twitter: @ioninteractive
www.ioninteractive.com
www.ioninteractive.com
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i-on interactive, inc. All rights reserved.
48. twitter: @ioninteractive
twitter: @ioninteractive
www.ioninteractive.com
www.ioninteractive.com
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i-on interactive, inc. All rights reserved.
49. twitter: @ioninteractive
twitter: @ioninteractive
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www.ioninteractive.com
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50. Thank You!
Questions?
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