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!
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.
#thinkppc
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
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
#thinkppc
Aware Account Structure
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
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
#thinkppc
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
62. project management software for teams
Business Tools for Teams
www.google.com/apps/business
Get email, calendar, docs & more
built for team productivity.
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
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
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
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
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.
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
139. Thank you for attending our webinar! #thinkppc
Have more
questions?
Hanapin Feedback: marketing@hanapinmarketing.com
Unbounce Feedback: oli@unbounce.com
Editor's Notes
your homepage can’t do that
award winning - I don’t give a shit!
chicken story
there’s don’t make me work hard
and there’s
don’t make me think about THAT! wwww gross