Best Practices: Optimizing Landing Pages for PPC Campaigns

Presented by: Philippe Taza, CEO

Higher Education Marketing

ptaza@higher-education-marketing.com

• What is a Landing Page

• PPC Campaigns

• 4 Elements of PPC Lead Generation

• Anatomy of a Landing Page

• What are the Requirements of a Good Landing Page?

• Mobile PPC

• Types of Landing Pages

• Common Mistakes

• A/B Testing

• PPC Analytics

Today’s Presentation

In its most general definition,

it is a page on a website that

a visitor can arrive at, or

land on.

In digital marketing, a

landing page captures a

visitor's information through

a form that produces a lead

or a potential student.

What is a Landing Page?

http://blog.hubspot.com/marketing/what-is-a-landing-page-ht

• Organic

• Social

• Email

• Paid Search

• Display

What Channels can Landing Pages be used for?

What is Pay per Click (PPC)?

• Fast and measurable results

• Control of the budget and schedule

• Targeting is tightly focused by

keywords

• You pay only for the clicks

• Get to Google Page 1 immediately

Advantages of PPC Campaigns ?

The 4 Elements of PPC Lead Generation

The PPC Ad

The Landing Page The Lead

The Keyword

Anatomy of a PPC ad

• To Produce More PPC Leads:

When your PPC landing pages are optimized to follow best

practices, more of your clicks will lead to conversions.

• To Get Better Quality Scores With Your PPC Ads:

Well crafted landing pages get better Adwords Quality Scores

because they are more aligned with the searcher’s intent.

Higher Quality Scores result in higher PPC ad position and

lower overall costs per lead.

Why Optimize Your PPC Landing Pages?

1. Unique selling proposition

2. Benefits 3. Hero shot 4. Context of use 5. Request for data 6. Backup or safety net

call to action (CTA) 7. The main CTA

Anatomy of A Typical PPC Landing Page

http://unbounce.com/landing-page-articles/the-anatomy-of-a-landing-page/

1. Unique selling proposition

2. Benefits 3. Hero shot 4. Context of use 5. Request for data 6. Backup call to

action (CTA) 7. The main CTA

Anatomy of A PPC Landing Page

• A strong headline that is relevant to your PPC keyword

• A strong value proposition that compels the visitor to stay.

Requirements of a Good Landing Page?

• Clean, attractive design that is trustworthy, professional and consistent with your brand.

• Concise, convincing copy that communicates the value of what you’re offering.

Requirements of a Good Landing Page?

Requirements of a Good Landing Page?

• A User-friendly form that doesn’t scare away visitors

• An eye-catching clickable CTA that communicates value

• Videos

• Audio

• Images

Include Different Types of Media

• Branding

• Authority Icons

• No sale of info

• Privacy policy

• Testimonials

Incorporate Trust Elements

• Need high ad position

• Use ad extensions

• Use mobile landing pages

Mobile PPC Campaigns

How is mobile PPC different?

Phone Calls!

• ...

Types of Landing Pages: Multiple Step Forms

Types of Landing Pages: Info Driven Microsites

Types of Landing Pages: Program Specific

Common Mistakes

• Loss of scent, does not deliver on promise

• Poor design and visual elements

• Poor calls to action, hidden and unclear

• Complicated pages and forms

• No A/B testing the results

• No analytics tracking

Aligning Your Keywords, Ads and Landing Pages

Common Mistakes

• Keyword should be in the ad

• Keyword should be on the landing page

• Landing page is not mobile

More leads for your college if you run A/B testing on your landing pages, according to HubSpot.

Why You should run A/B testing?

What to Test – Form and CTA Example

Variation Original

Optimizing Conversions with A/B testing

Which Landing Page Increased Form Submissions?

A B

https://whichtestwon.com/case-study/gemm-learnings-form-test-results/#comments

https://whichtestwon.com/case-study/gemm-learnings-form-test-results/#comments

Version A increased completed form submissions by 36.92% at a 99.9% confidence rate. This test won a gold ribbon for form tests in WhichTestWon’s 2013 testing awards.

Which Landing Page Increased Form Submissions?

Google AdWords and Analytics Setup

• Enable Destination URL Auto-tagging

• Link Google AdWords with Analytics

• Link Google AdWords and Google Webmaster Tools

• Enable conversion tracking in Google AdWords

• Setup Goals in Google Analytics

The Landing Pages Report in Google Analytics

The Landing Pages report under Behavior provides information on the first pages users see or land on.

The Landing Pages Report in HubSpot

The Destination URLs Report in Google Analytics

The Destination URLs report under AdWords provides click and conversion data for your landing pages.

Measuring Landing Pages by Device type

You can evaluate how a specific landing page is performing across different devices

AdWords Conversions by Device Type

Segment your AdWords activity by device or you may have some surprises!

Lead Conversion Factors

http://www.marketingexperiments.com/blog/research-topics/landing-page-optimization-research-topics/5-factors-lead-conversion.html

• Fulfill the promise

made in the PPC ad

• Make it easy to

complete the action

• Be tracked in Analytics

• A/B Tested for

Improvement

Your PPC Landing Page Must….

Words of wisdom

• I’m easy to reach at:

Philippe Taza Tel: 514-312-3968 ext:104 ptaza@higher-education-marketing.com www.higher-education-marketing.com https://twitter.com/PhilippeTaza

Have Questions About Landing Pages and PPC Campaigns?