Embed Size (px)
DESCRIPTION
Winning Paid Search Landing Pages - SMX Stockholm 2012
Citation preview
Winning Paid Search Landing Pages
Rebecca Hansson? • CEO SESNordic • Working with SEM: SEO and PPC for about 10 years (I’m an oldie )
Winning Paid Search Landing Pages
WEB: www.sesnordic.se MAIL: [email protected]
www.facebook.com/sesnordic and /rebecca.hansson.bergqvist
@sesnordic
Rebecca Hansson and sesnordic
se.linkedin.com/in/hanssonrebecca
www.slideshare.net/sesnordic
Just want to say
Winning Paid Search Landing Pages
• Everything I say is based on my experience • Some may have another opinion and there are a variety of opinions about what works or how things work
Paid search landing page?
Winning Paid Search Landing Pages
What is a winning paid search landing page?
Winning Paid Search Landing Pages
• A page that converts in the way you want it to
Support
Human contact
Information
Lead generation
e-commerce
Downloads
Mail subscription
Calls
Ads, affiliate
First of all
Winning Paid Search Landing Pages
Meet up to your visitors expectations!
First of all
Winning Paid Search Landing Pages
Create relevant Ads for specific landing pages!
- -
How to?
Winning Paid Search Landing Pages
Test your ads for your landingpage
Think as your user A/B Testings on landingpage
Analyze you data
Increase performance? Run another test Make the neccesary changes
*
*
*
*
*
*
Relevant Ads for specific landing pages
Meet up to your visitors expectations *
*
Testing testing testing…
Winning Paid Search Landing Pages
Do you have a test going on right now?
A/B Testing testing testing…
Winning Paid Search Landing Pages
Successful landing pages have gone through many rounds of testing and optimization
A/B Testing testing testing…
Winning Paid Search Landing Pages
1. Headlines
2. Images
3. Call To Action and Forms
4. Text content
5. Social
What to test?
A/B Testing testing testing…
Winning Paid Search Landing Pages
13 %
A/B Testing testing testing…
Winning Paid Search Landing Pages
34%
http://www.abtests.com/
A/B Testing testing testing…
Winning Paid Search Landing Pages
When testing landing pages remember to:
Use rel ”canonical”
Use 302 not (!) 301
Don’t forget the test is running and don’t run it to long
Analyze your data and visitors behavior
Testing testing testing…
Winning Paid Search Landing Pages
Ads Testing testing testing…
Winning Paid Search Landing Pages
Rotate the ads evenly
More then one Ad in the same ad group
Ads Testing testing testing…
Winning Paid Search Landing Pages
More then one ad in the same ad group
Ads Testing testing testing…
Winning Paid Search Landing Pages
Rotate the ads evenly
More then one ad in the same ad group
Top Secure VPS Hosting Get your Own Top Secure VPS server in 4 steps -Free try for 30 days! www.website.se/landingpage
Top Secure VPS Hosting Get your Own Top Secure VPS server in 4 easy steps -Free try for 30 days! www.website.se/landingpage
Conversions: 6,60 %
CTR: 2,25 %
Conversions: 4,11 %
CTR: 5,86 %
Ads Testing testing testing…
Winning Paid Search Landing Pages
ROI
Top Secure VPS Hosting Get your Own Top Secure VPS server in 4 steps -Free try for 30 days! www.website.se/landingpage
Top Secure VPS Hosting Get your Own Top Secure VPS server in 4 easy steps -Free try for 30 days! www.website.se/landingpage
Ads Testing testing testing…
Winning Paid Search Landing Pages
When testing your Ads remember:
Not use ”optimize for clicks”
Not test to many things in the same Ad
Not to just look at CTR
AdWords + Analytics = True
Winning Paid Search Landing Pages
Winning Paid Search Landing Pages
Sum up:
Goals, Conversions
VÄ
LK
OM
ME
N!
Thanks!
Winning Paid Search Landing Pages
Rebecca Hansson
