Make Them All Click! Fail-Safe Ways To Convert Your Leads

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MAKE THEM ALL CLICK!FAIL-SAFE WAYS TO CONVERT YOUR LEADS

Presenters• Oli Gardner

– Co-Founder of Unbounce

– @oligardner

• Sam Owen

– Associate Director of Paid Search at Hanapin Marketing

– @SamOwenPPC

#thinkppc

Presenters

Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.

Or use the webinar question box to send us questions.

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Join the Conversation

Live Poll Question #1

How long have you been in PPC?#thinkppc

A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years

#thinkppc

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

Start With Traffic That Converts

Where are you buying your traffic from?

#thinkppc

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

Aware Account Structure

Where are your visitors in the funnel?

#thinkppc

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

Optimize For Conversions

#thinkppc

Optimize for Conversions

Respect Traffic Differences

Speak to your users in the right way, at the right time, in the right place:

Day PartingLocation TargetingDevice AdjustmentsMobile Preferred Ads & Sitelinks

#thinkppc

Bid Up For This Traffic

#thinkppc

Should my ad speak differently to Democrats vs.

Republicans? #thinkppc

Mobile Users and Desktop Users Respond to different messages – who

knew? #thinkppc

Track Calls

Which one of these ads is better?

#thinkppc

Track Calls

How To Track?

• AdWords Call Extensions• Clicks On Mobile Site #s• 3rd Party Tracking

#thinkppc

Track Calls

Align Your Message

Fact about me: I love football

#thinkppc

Align Message

Align Your Ad’s Message

#thinkppc

Align Your Ad’s Message

Align Your Message

Oh, there it is. On a

completely different page…

#thinkppc

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

Remember - Context is keyLet’s advertise an

AdWords certification whitepaper here

#thinkppc

Align Your Message

Be Smart With Remarketing

Search Campaigns Remarketing0.00%

Conversion Rates

#thinkppc

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 RemarketingDynamic Remarketing

Remarketing For Search

#thinkppc

Target At The Right Time

#thinkppc

Test Frequency Capping

#thinkppc

Give Them A Reason To Come Back!

#thinkppc

is this next page adelightful

experience?#thinkppc

worst landing page ever

millions of clicksEND IN BAD EXPERIENCESevery day

what,exactly, is alanding page?

60SECONDS

#thinkppc

5 Essential Elements

1. Unique Selling Proposition (USP)

2. Hero shot

3. Benefit statements

2. Hero shot

4. Proof

2. Hero shot

4. Proof

5. Call-to-Action (CTA)

B2BLANDINGEXPERIENCES

project management software for teams

Project Management Softwarewww.atlassian.com/project-mgmtFree Trial. Track, Manage & Launch with JIRA. #thinkppc

130 LINKScompeting for attentionwith our campaign goal

Attention Ratio

ATTENTION RATIO…the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one).

your homepageIS NOTDESIGNEDfor campaign traffic

BRAND CENTRAL STATION

what if the ad went to a

dedicated landing page?

Attention Ratio

delightful!

Attention Ratio 6:1Conversion Rate 48.82%

Attention Ratio 1:1Conversion Rate 64.29%

conversion lift

6 options24 options

10x peoplebought jam

Source: S.S. Iyengar and M. R. Leper 2000

AS ATTENTION RATIO

GOES DOWN, CONVERSION RATESGO UP

landing pagesask a yes/no question

#thinkppc

Business Tools for Teamswww.google.com/apps/businessGet email, calendar, docs & morebuilt for team productivity.

BAD GOOGLE!you broke the scent

let’s click another ad

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

GreatMessageMatch

Project Management Softwarewww.atlassian.com/project-mgmtFree Trial. Track, Manage & Launch with JIRA. #thinkppc

strong message match canimprove your quality score

#thinkppc

B2CLANDINGEXPERIENCES

next day flower delivery

Next Day Flower Deliveries UKwww.iflorist.co.uk/NextDayFlowersGet 10% Off A Beautiful Range OfFlowers Arranged By Local Florists

ZEROmention ofnext day delivery

award forWORSTLANDINGEXPERIENCEperhaps

NEVER START A MARKETING CAMPAIGN

without adedicated landing page

also known as the NSAMCWADLP

principle

#thinkppc

take a look at this landing page

first impressions?

BSdetector

close your eyes

clarity is great

unless you’rebeing clear about the wrong things

GIMMICKS

UNSOLICITED

3RD PARTY

STOPWORDS

YOU’RE GOING THE WRONG WAY

CTASARE SENSITIVE

Source: Michael Aagard, ContentVerve.com

Get more done.No Gimmicks, no credit

removing “gimmicks” resulted in a conversion lift of 25%

A methodology for landing page content alignment

Page Element Content Score

HeadlineSubheadHero shot

Bullets

Form header

Form fieldsTestimonialLearn more

WhyPrivacy statement

Call-to-Action

TOTAL 0/24

Headline Ocean of data instantly become security intelligenceSubhead Whitepaper download: the next generation firewall is hereHero shot Photo of a man holding some paper which is obscured

IntroWatchguard 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 headerDownload your whitepaper! Complete the required fields

Form fields Country, province/state, phone numberTestimonial It’s about the product not the value in the whitepaperLearn more Again, it’s about the product

Why About the product, not the form goal which is whitepaperPrivacy statement sell, nasty, spam

Call-to-Action Get my offer

TOTAL 0/24

campaign goaldownload a whitepaper

Headline Ocean of data instantly become security intelligenceSubhead Whitepaper download: the next generation firewall is hereHero shot Photo of a man holding some paper which is obscured

Bullets Blazing fast throughput

Form headerDownload your whitepaper! Complete the required fields

Form fields Country, province/state, phone numberTestimonial It’s about the product not the value in the whitepaperLearn more Again, it’s about the product

Why About the product, not the form goal which is whitepaperPrivacy statement sell, nasty, spam

Call-to-Action Get my offer

TOTAL 0/24

Headline Ocean of data instantly become security intelligence 0Subhead Whitepaper download: the next generation firewall is here 1Hero shot Photo of a man holding some paper which is obscured 1

Bullets Blazing fast throughput 0

Form headerDownload your whitepaper! Complete the required fields 1

Form fields Country, province/state, phone number 0Testimonial It’s about the product not the value in the whitepaper 0Learn more Again, it’s about the product 0

Why About the product, not the form goal which is whitepaper 0Privacy statement sell, nasty, spam 0

Call-to-Action Get my offer 0

TOTAL 3/24

if your visitors need to think

they won’t convert

context helps

#thinkppc

ATTENTION

RATIO163:1

ATTENTION

RATIO163:1

IMAGE SLIDERLOAD TIME26 SECONDS

ATTENTION

RATIO163:1

IMAGE SLIDERLOAD TIME26 SECONDS

ZERO MENTIONOF LANDING PAGES

oh, and btw

8%OF MEN ARECOLOR BLIND

…matching the style and context of the conversation* established prior to a click, with the experience that follows.

CONVERSATIONCONTEXT

*Which most often comes into play when linking to a landing page from an

article, blog post, online course or email.

THE CLICK SOURCEThe Smart Marketers Landing Page Conversion Course

*I get it wrong too

1 1 Super generic headline

THE LANDING PAGE*

Let’s try that again

THE CLICK SOURCEThe Smart Marketers Landing Page Conversion Course

Co-branding11

Contextual welcome

Author reinforcement

THE LANDING PAGE

context also relates to trust

I don’t believe you

how to use testimonials

video vs. textvideo version

conversion lift of 25%

TRUST SIGNALSare the most subjective element

on your landing page

testimonials

alwaystestyourmonials

#thinkppc

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 thanksd) Both

#thinkppc

Live Q&A Time!

Thank you for attending our webinar! #thinkppc

Have more questions?

Hanapin Feedback: marketing@hanapinmarketing.com

Unbounce Feedback: oli@unbounce.com

Make Them All Click! Fail-Safe Ways To Convert Your Leads

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