Are you searching for ways to increase lead and customer conversion rates—and reduce customer acquisition costs? During this free webinar, you'll learn best practices for building integrated PPC and landing page campaigns. Ideal for marketing and eCommerce managers, directors and digital marketing professionals. Join PPC veteran Matt Hessler, Director of Account Management at Trada and landing page expert Carlos del Rio, Director of Conversion Analysis & Digital Strategy at Unbounce as they share industry secrets and essential practices for optimizing landing pages to increase your PPC ROI. You'll learn: How to architect a profitable PPC campaign by working backwards between landing pages and ads Ways to optimize conversion, including five essential design and copy elements guaranteed to increase conversion rates How to beat the competitors by using PPC testing to differentiate yourself and snag their customers Check out Trada Reviews here: http://www.trada.com/trada-reviews/

1. TRADA’S SUMMER WEBINAR SERIES
PPC Landing
Page Makeover
Secrets
Simple changes, big results!

2. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Meet Your Speakers
Carlos
Director of Conversion Analysis
and Digital Strategy, Unbounce
AdWords Qualified Individual
Author
@inflatemouse
COMPANIES WORKED WITH:
@Trada

3. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Meet Your Speakers
Matt Hessler
Director of Account Management, Trada
10 years of PPC and SEO
Landing Page Enthusiast
@fasterstill
COMPANIES WORKED WITH:
@Trada

4. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Meet Your Speakers
Anna Sawyer
Marketer, Trada
AdWords Qualified, Landing Page Lover
Paid Search Educator
@annafsawyer
COMPANIES WORKED WITH:
@Trada

5. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
#PPCLandingPage
s
Use the
hashtag today
and win a cool
$25.
@Trada

6. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Good landing
pages:
Drive down your
PPC click costs by
increasing your
Quality Score.
@Trada

7. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Good landing
pages:
Increase
conversions by
creating an
environment that
makes it easy and
desirable to @Trada

8. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
The 5 Essential
Elements of a
Winning Landing
Page, according
@Trada

9. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
★Headline with CTA
★Demonstration
★Value
★Support
★Action
@Trada

10. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
★Headline with CTA
What Buy Xena Warrior Princess
ALL Chakram
Wow! The free
good shipping got here
in two days!
landing - Happy
★Support
McCustomer
★Demonstration
★Value
★Action @Trada

11. PPC Landing Page
Makeover Secrets
Orig @Trada | @unbounce
in
al
Good:
★Clean color choices
★Good use of phone
number
★Address in the footer
@Trada

12. PPC Landing Page
Makeover Secrets
Te
st @Trada | @unbounce
Test:
★Match your
messaging
★Don't ask for
unnecessary
information
★Test: Start Your
Appraisal as the Call to
Action
★Stay consistent in
your approach - this
@Trada

13. PPC Landing Page
Makeover Secrets
orig
in
@Trada | @unbounce
al
Good:
★Attractive design
★Professional
photography
Test:
★This is wide open
★What is most
important?
@Trada

14. OPPC Landing Page
rig
in
Makeover Secrets
al @Trada | @unbounce
Good:
★Character logo
★Pictures address
emotion
★Simple request form
@Trada

15. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
te
st
Test:
★Light background
★Simple description of
the brace types
★Ask for the dogs
name
★Get rid of the logo
repetition
★Get rid of the check
boxes
@Trada

16. PPC Landing Page
ra
Makeover Secrets
di
ca @Trada | @unbounce
l
Test:
★Light background
★Simple description of
the brace types
★Ask for the dogs
name
★Get rid of the logo
repetition
★Get rid of the check
boxes
@Trada

17. PPC Landing Page
Makeover Secrets
Good: | @unbounce
@Trada
★Lots of Testimonials
or ★Uses Video
ig
in ★Prominent Guarantee
al
Test:
★Don't auto-start
video
★Match the
testimonial style
★Download vs. order
in the buttons
★A little bit less of
everything
@Trada

18. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Quality Score
In PPC, landing
page quality
(relevance) plays a
role.
@Trada

19. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
In paid search,
thoughtful work
pays off.
SMART WORK
The price you pay
DRIVES DOWN
is directly
COSTS.
(inversely)
correlated to
smart campaign
@Trada

20. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
This is because
Quality Score
affects price.
Quality Score: a
mysterious cocktail of
factors that includes
CTR, keyword-to-ad
relevance, and
@Trada
landing page

21. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Campaign
architecture for
high Quality
Small,
thematically-
relevant ad
groups.
@Trada

22. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Campaign
architecture for
high Quality
Relevant ads with
compelling
language/CTAs.
@Trada

23. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Campaign
architecture for
high Quality
Landing pages
with keyword
relevance to ad
groups and ads.
@Trada

24. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
The only element
that lives outside
of your PPC
dashboard.
Landing pages
with keyword
relevance to ad
groups and ads.
@Trada

25. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Work backwards:
Align landing page
copy with your
PPC campaigns’
keywords and ads.
@Trada

26. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Jump Start eBook Sales
Sell your eBook in Less
Than 60 Days. Guaranteed!
realmarketingworks.com/ebook
@Trada

27. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Dog Knee Brace
Custom Made Brace for
Your Dog in Just 8 Days.
aceorthosolutions.com/kneebrace
@Trada

28. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Test using PPC
Test campaign
language and
offers right in your
PPC campaign, and
use what you learn
to beat your
competitors! @Trada

29. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Aryn K Dresses Aryn K Dresses
Official Retailer for Aryn K. Official Retailer for Aryn K.
All Styles, Free Shipping! 30% Off Your Order. Shop Now!
shophorseshoe.com/arynk shophorseshoe.com/arynk
@Trada

30. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Buy This Fabulous Appollonious
Dress!
Great Quality and
Service!
- Happy
McCustomer
Aryn K Dresses
Official Retailer for Aryn K.
All Styles, Free Shipping!
shophorseshoe.com/arynk
@Trada

31. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Remember!
Landing page
design and
content affect both
your Quality Score
(and thus click
cost) and your
conversion rate.
@Trada

32. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Final Thoughts
Think like a
customer
Make it really easy
to convert
Relevance matters
@Trada

33. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
@Trada

34. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Trada can help with paid
search. Marketplace is a community
The Trada
of highly specialized PPC experts.
When you join
Trada, we assign
experts to work
for you.
They do the work of paid
search advertising while
you maintain complete
control.
@Trada

35. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Multiple experts work on your
campaign at the same time.
Trada’s Optimizer Community
has experienced paid search TRADA YOU
experts who compete to beat OPTIMIZERS
your goals. They build and
manage your campaigns Research Save time
profitably for you. keywords Get a better ROI
Write ad copy Maintain control
of your brand
Bid competitively and message
Generate
keywords
Design ad groups
Test & optimize @Trada

36. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Trada
Customer:
ProPricer
“My mood inside the Trada dashboard is always
smiling. It all just fits – the quality service,
technology and account management. And I love
that we’ve built a long-standing, mutually
beneficial relationship.”
Denni Griffith, VP of Marketing, ProPricer
@Trada

37. PPC Landing Page
Makeover Secrets
@Trada | @unbounce
Type “I’d like a
demo!”
into the chat box.
Live demo,
20 minutes
Personalized
campaign assessment
Ask questions,
get solutions
@Trada

38. PPC Landing Page
?
Makeover Secrets
@Trada | @unbounce
After the webinar, check
your email for this free
guide, PPC Landing
Pages: Essential
@inflatemouse
Strategies for
Conversions and
Relevance
@fasterstill
@annafsawyer
@Trada