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Best practices optimizing landing pages for ppc campaigns

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These are the slides from our webinar on Landing Pages and PPC Campaigns. The webinar focused on how effective PPC landing pages can better leverage traffic generated by ads, yielding higher conversion rates, and increasing the overall ROI of your campaigns.

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Best practices optimizing landing pages for ppc campaigns

  1. 1. Best Practices: Optimizing Landing Pages for PPC Campaigns Presented by: Philippe Taza, CEO Higher Education Marketing ptaza@higher-education-marketing.com
  2. 2. • What is a Landing Page • PPC Campaigns • 4 Elements of PPC Lead Generation • Anatomy of a Landing Page • What are the Requirements of a Good Landing Page? • Mobile PPC • Types of Landing Pages • Common Mistakes • A/B Testing • PPC Analytics Today’s Presentation
  3. 3. In its most general definition, it is a page on a website that a visitor can arrive at, or land on. In digital marketing, a landing page captures a visitor's information through a form that produces a lead or a potential student. What is a Landing Page? http://blog.hubspot.com/marketing/what-is-a-landing-page-ht
  4. 4. • Organic • Social • Email • Paid Search • Display What Channels can Landing Pages be used for?
  5. 5. What is Pay per Click (PPC)?
  6. 6. • Fast and measurable results • Control of the budget and schedule • Targeting is tightly focused by keywords • You pay only for the clicks • Get to Google Page 1 immediately Advantages of PPC Campaigns ?
  7. 7. The 4 Elements of PPC Lead Generation The PPC Ad The Landing Page The Lead The Keyword
  8. 8. Anatomy of a PPC ad
  9. 9. • To Produce More PPC Leads: When your PPC landing pages are optimized to follow best practices, more of your clicks will lead to conversions. • To Get Better Quality Scores With Your PPC Ads: Well crafted landing pages get better Adwords Quality Scores because they are more aligned with the searcher’s intent. Higher Quality Scores result in higher PPC ad position and lower overall costs per lead. Why Optimize Your PPC Landing Pages?
  10. 10. 1. Unique selling proposition 2. Benefits 3. Hero shot 4. Context of use 5. Request for data 6. Backup or safety net call to action (CTA) 7. The main CTA Anatomy of A Typical PPC Landing Page http://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/
  11. 11. 1. Unique selling proposition 2. Benefits 3. Hero shot 4. Context of use 5. Request for data 6. Backup call to action (CTA) 7. The main CTA Anatomy of A PPC Landing Page
  12. 12. • A strong headline that is relevant to your PPC keyword • A strong value proposition that compels the visitor to stay. Requirements of a Good Landing Page?
  13. 13. • Clean, attractive design that is trustworthy, professional and consistent with your brand. • Concise, convincing copy that communicates the value of what you’re offering. Requirements of a Good Landing Page?
  14. 14. Requirements of a Good Landing Page? • A User-friendly form that doesn’t scare away visitors • An eye-catching clickable CTA that communicates value
  15. 15. • Videos • Audio • Images Include Different Types of Media
  16. 16. • Branding • Authority Icons • No sale of info • Privacy policy • Testimonials Incorporate Trust Elements
  17. 17. • Need high ad position • Use ad extensions • Use mobile landing pages Mobile PPC Campaigns
  18. 18. How is mobile PPC different? Phone Calls!
  19. 19. • ... Types of Landing Pages: Multiple Step Forms
  20. 20. Types of Landing Pages: Info Driven Microsites
  21. 21. Types of Landing Pages: Program Specific
  22. 22. Common Mistakes • Loss of scent, does not deliver on promise • Poor design and visual elements • Poor calls to action, hidden and unclear • Complicated pages and forms • No A/B testing the results • No analytics tracking
  23. 23. Aligning Your Keywords, Ads and Landing Pages
  24. 24. Common Mistakes • Keyword should be in the ad • Keyword should be on the landing page • Landing page is not mobile
  25. 25. More leads for your college if you run A/B testing on your landing pages, according to HubSpot. Why You should run A/B testing?
  26. 26. What to Test – Form and CTA Example Variation Original
  27. 27. Optimizing Conversions with A/B testing
  28. 28. Which Landing Page Increased Form Submissions? A B https://whichtestwon.com/case-study/gemm-learnings-form-test-results/#comments
  29. 29. https://whichtestwon.com/case-study/gemm-learnings-form-test-results/#comments Version A increased completed form submissions by 36.92% at a 99.9% confidence rate. This test won a gold ribbon for form tests in WhichTestWon’s 2013 testing awards. Which Landing Page Increased Form Submissions?
  30. 30. Google AdWords and Analytics Setup • Enable Destination URL Auto-tagging • Link Google AdWords with Analytics • Link Google AdWords and Google Webmaster Tools • Enable conversion tracking in Google AdWords • Setup Goals in Google Analytics
  31. 31. The Landing Pages Report in Google Analytics The Landing Pages report under Behavior provides information on the first pages users see or land on.
  32. 32. The Landing Pages Report in HubSpot
  33. 33. The Destination URLs Report in Google Analytics The Destination URLs report under AdWords provides click and conversion data for your landing pages.
  34. 34. Measuring Landing Pages by Device type You can evaluate how a specific landing page is performing across different devices
  35. 35. AdWords Conversions by Device Type Segment your AdWords activity by device or you may have some surprises!
  36. 36. Lead Conversion Factors http://www.marketingexperiments.com/blog/research-topics/landing-page-optimization-research-topics/5-factors-lead-conversion.html
  37. 37. • Fulfill the promise made in the PPC ad • Make it easy to complete the action • Be tracked in Analytics • A/B Tested for Improvement Your PPC Landing Page Must….
  38. 38. Words of wisdom
  39. 39. • I’m easy to reach at: Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com https://twitter.com/PhilippeTaza Have Questions About Landing Pages and PPC Campaigns?