Decreased cost-per-click. Improved quality score. Increased PPC ROI. In this SlideShare we are unveiling three of the easiest and most cost effective ways to boost your PPC and display ad effectiveness — with, you’ve guessed it — high performance landing experiences. Learn how to: - Segment visitors so they hit the right page with the right content in the right format - Target low-funnel keywords to increase quality score & enhance relevancy - Increase the value of high-funnel keywords through the power of conversion content marketing

1. PPC Landing Pages for
Higher Conversions

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1. Segment Visitors so they get the Right Content
in the Right Format
2. Target Low-Funnel Keywords to Increase Quality
Score
3. Increase the Value of High–Funnel Keywords
through Conversion Content Marketing
LOTS of Examples & LOTS of Takeaways!
What’s Inside...

3. That page should be amazing & effective
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Every Click Lands On A Page

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Sending Visitors To The Right Place

5. 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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The Basic Setup

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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
quality score, low CPC)

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Targeting
low–funnel
keywords

8. Targeting low–funnel keywords
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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

9. State-
targeted
headline
State-
specific
providers
State-
specific
imagery
and
content
Regional
imagery
Targeting low–funnel keywords
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Dynamic Content

10. Targeting low–funnel keywords
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Reduce Friction
• Singular CTA — except for
those “already using”
• Try it free messaging
consistent throughout
• Straight into a free trial

11. Be there or be square!
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Social Sign On
341%increase
in conversions
for iContact!

12. Targeting low–funnel keywords
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Leverage Ad Extensions
Searcher enters zip
code in search ad
Zip code pre-populates in form on landing page —
content is personalized, based on state

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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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Targeting
high–funnel
keywords

15. Define needs, gain insights
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Segment Your Audience
• THREE CLICKS!
• Gives an online demo
• Soft sell
• Provides guidance

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The ‘Long Layout’
• 3 page scrolls
• Solution–focused
• Free quote CTA
• No form on page
• Customer testimonials

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

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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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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

20. 4 Principles Of
Conversion Content
Marketing
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1. Content Is King
• Depth
• Quality
• Human
• Useful
• Valuable
• Timely
• Different
• Whitepapers, Webinars,
Infographics & more!

22. “The Centre’s conversion
rates increased
from 4% to as
much as 19%
by moving from single,
hand-coded page
experiences
to content-rich
microsites
in the ion platform.”
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2. Testing Is Mandatory

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3. Optional Conversion
• 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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4. Form Is Not Formulaic
• Conversion paths
• Microsites
• Interactive content
• Multi-Step forms
• Quizzes

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 Segment Visitors so they get the Right Content
in the Right Format
 Target Low–Funnel Keywords to Increase
Quality Score
 Increase the Value of High–Funnel Keywords
through Conversion Content Marketing

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We help brands create effective PPC landing pages.
90% of our customers report positive ROI.
Find out more:
http://www.ioninteractive.com

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Thank you!
@ioninteractive
info@ioninteractive.com