More Bang for Your PPC Buck - Conversion Conference San Francisco 2013

More Bang for
Your PPC Buck
With Optimized
Landing Experiences

twitter: @ioninteractive
www.ioninteractive.com
© i-on interactive, inc. All rights reserved.

Every click leads somewhere, we happen to think that should be
amazing post-click experiences.


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


Sending Visitors to the Right Place

© © i-on interactive, inc. All rights reserved.
i-on interactive, inc. All rights reserved.

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


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


Segment Your Audience
Define Needs, Gain Insights

• THREE CLICKS!
• Giving an online
demo
• Soft Sell
• Providing Guidance


The ‘Long Layout’
• 3 page scrolls
• Solution Focused
• Free Quote CTA
• No form on page
• Customer
testimonials


Microsite
• 4 pages of content
• No form on page
• Segmentation!
• Customer
testimonials
• Third party
endorsements
• Video asset


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)


• Singular CTA-
except for those
“already using”
• Try it free
messaging
consistent
throughout
• Straight into a free
trial


Social Sign On
Be There or Be Square!


Targeting
Low Funnel
Keywords


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


Dynamic Content

‣ 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


Reduce Friction


Leverage Ad Extensions


Targeting High
Funnel Keywords

With Conversion
Content Marketing

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.


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


4 Principles
of Conversion
Content Marketing


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


The Next Step...


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.


What Kind of Tester Are You?


Dell
Government Solutions


Dell
Winner!


Culture of Experimentation


3. Content is King

‣ Depth
‣ Quality
‣ Humanization
‣ Specificity
‣ Differentiation


Webinars, White papers, Infographics...


4. Produce Copiously
‣ Portfolio strategy
‣ Segmentation
‣ Real-time


Thank You!

Questions?

More Bang for Your PPC Buck - Conversion Conference San Francisco 2013

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