PPC Landing Pages for Higher Conversions

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...

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

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

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

State-targeted headline

State-specific providers

State-specific imagery and content

Regional imagery

Targeting low–funnel keywords

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Dynamic Content

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

Be there or be square!

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Social Sign On

341%increase in conversions for iContact!

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

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

4 Principles Of Conversion Content

Marketing

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

1. Content Is King

• Depth• Quality• Human• Useful• Valuable• Timely • Different• Whitepapers, Webinars,

Infographics & more!

“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

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

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

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

We help brands create effective PPC landing pages.

90% of our customers report positive ROI.

Find out more:http://www.ioninteractive.com

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

Thank you!@ioninteractiveinfo@ioninteractive.com