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How to run an effective online marketing strategy & the metrics that matter!
Organized Campaign Structure = Success
Important Landing Page Elements
The Latest Technology in Leads Tracking
Ongoing Management Strategy & Product Seasonality
AdWords or BingAds Account
Search Campaign
AdGroup Product 1
AdGroup Product 2
Display Campaign
AdGroup Product 1
AdGroup Product 2
Remarketing Campaign
AdGroup Product 1
AdGroup Product 2
Budget, Bidding Strategy Setting level
Tracking, Goal Value Setting Level
Ad Content Setting level
1. Campaign StructureOrganized Structure = Successful Campaign
Campaign Quick Wins
Anything that looks different on a Search Results Page usually gets a higher Click Through Rate!
Use Extensions!
2. Landing PageTop 3 Elements:
Design: Get to the point Visible call-to-actions Use contrasting colors
Content: Clear headlines Attractive offer Product benefits
The 5-Second Test: What’s in it for me? How much does it cost? How to get it?
Simplicity Wins!
Landing Page SolutionsCase Study: Xplornet
Landing Page Marketing Solutions:
Split - Testing Segmentation Behavior Analysis
Which one preformed best?
This one!
Testing Preformed Via
How the eye scans a page:
Landing Page Best Practices
Have One Purpose & One Focused Message: simplify your content and use multiple headlines and bullet points.
Main Headline: should be specific to the ad campaign and include relevant search keywords.
Primary Call-To-Action: must appear above the fold and be eye-catching.
Use Videos: studies have shown that videos can drastically improve conversions, by up to 80%
Use Images: lifestyle images and directional cues to direct attention to the most important information on the page.
A/B Split Testing: test new ideas and content with A/B testing technologies and let your customers show you what works best for them.
If applicable include: “24/7 Support“, “Free Trial”, the Canadian flag, and a Toll Free number.
3. Leads TrackingCase Study: Xplornet
Can offline activities, such as phone calls, be linked to specific AdWords campaigns?
Don’t Forget: Set Conversions in AdWords
Import Conversions from Analytics
Source
Ad Clic
k
• Landing page visit.• Session ID is assigned to each visitor. This dynamically
replaces all visible phone numbers across the website or landing page to a unique Toll Free Number, that is tracked.
Offline
Phone
Call
• Thank you page server call.• Session ID values are imported (i.e. ad campaign, keyword,
CPC, Ad copy, etc…).
Tracking
&
Integratio
n
• Google Analytics Goal gets triggered.• Google Analytics import goals into AdWords with all info about
the ad that triggered the call!
Offline Phone Leads TrackingHow it Works:
4. Ongoing Management Strategy
Once all conversions are integrated with ,
select the best strategy to meet your online marketing goals!
EnhancedCPC
Conversion Optimizer
Flexible Bid Strategy
Description
Based on conversion tracking data, Enhanced CPC bidding can raise bids up to 30% for clicks that seem more likely to lead to conversions.
Conversion optimizer predicts which clicks are likely to be valuable and changes your bids to help you gain as many profitable clicks as possible.
Combines automated bid optimization with a selection of settings that you control and can apply across campaigns, ad groups, and keywords.
Pros
A great starting point for new campaigns, and those who are unsure of which strategy to use!
The most useful bidding strategy for non-advanced users to generate great results.
The advanced bidding strategy allows you to control multiple variables in your campaign for maximum results.
Cons
Enhanced CPC is the most simple and basic form of automatic bidding.
Conversion Optimizer does not work well if there is a lack of historical conversion data available.
Requires hands-on management across several data points , as well as on-going review of all bidding rules.
4. Ongoing Management StrategyProduct Seasonality & Budget Allocation
Drastic changes in online search behaviorcan be caused by several factors, including:
Customer urgency
Holiday spirit
Changes in laws
Weather shifts
Big events
Read Full Article!
Search seasonality has a major impact on conversion rates and average order values (which always increase dramatically when traffic spikes occur). Research shows that increases in conversion rate for some
categories can be as high as 300% in high seasons!
Green Lotus Online Marketing Services
Lead Generation & ROI Optimization
Online Marketing Management
Local Search Engine Optimization
Social Media Marketing & Management
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