More Bang for Your PPC Buck - Conversion Conference Boston 2013

With Optimized Landing Experiences
More Bang For Your PPC Buck

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Segment Visitors so they get the Right Content
in the Right Format
2. Target Low-Funnel Keywords to Increase Quality
Score
3. Increase the Value of High–Funnel Keywords
through Conversion Content Marketing
LOTS of Examples & LOTS of Takeaways!
What’s Inside...

That page should be amazing & effective
Every Click Lands On A Page

Sending Visitors To The Right Place

Researching their need to find a
solution
Likely doesn t know or trust you
Not ready to buy
Researching product features/
qualities/USPs
Knows you, but doesn t trust you
Could buy now, but likely won t
Researching price, location, added
value, proof
Knows you, trusts you
Ready to buy- don t mess this up
The Basic Setup

Low–Funnel Experience
• Product and purchase
focused
• Strong, action based
layout
• Reinforce their decision to
buy
• Remove all friction and
distractions
• Sweet spot for relevant,
dynamic content (high
quality score, low CPC)

Targeting
low–funnel
keywords

Effective Low Funnel Layouts
• Form on landing page with easy entry/exit
• Limited content editors — focus on meaningful impact &
reassurances
• Limit scroll or unnecessary click points
• Be brief, be brilliant, be gone
• Many variations for increased relevancy
• One-to-one ratio whenever possible between keywords
and landing experience

Targeting low–funnel keywords
Dynamic Content
• Increase page relevancy for
your users: “This is about
me!”
• Increase page relevancy for
Google
• Decreased CPC, increased
quality score
• Decrease resources
required for page creation
— one page, many masters

State-
targeted
headline
State-
specific
providers
State-
specific
imagery
and
content
Regional
imagery
Dynamic Content

Reduce Friction
• Straight into a free trial
• Abandonment/upsell path
for current users
• Try it free messaging
consistent throughout
• Singular CTA — except for
those “already using”
• Provides post-trial price and
commitment requirements

Be there or be square!
Social Sign On
341%increase
in conversions
for iContact!

Leverage Ad Extensions
Searcher enters zip
code in search ad
Zip code pre-populates in form on landing page —
content is personalized, based on state

High–Funnel Experience
• Problem–focused, solution–
driven
• Industry leading proof (build
expert credibility)
• Serve a lot of masters
• Please everyone without
disappointing anyone
• Sell the solution
• Perfect home for
conversion content
marketing

Define needs, gain insights
Segmentation Paths
• Ideal for products/services with distinct types or use cases
• Fights the impulse to "please everyone"
• Use as an opportunity for visitors to "self identify"
• Provide relevant and engaging information that will help
move them deeper into the funnel
• Videos
• Guides/white papers
• Use case examples
• Language changes

Be cautious
The 'Long Layout'
• Be sure that each section is clearly defined — borders,
background colors, headings, etc.
• Don't make them scroll to convert
• Include multiple or a "pinned" CTA that is ever present
• User proper scroll or click tracking to know what is engaging
and what is a waste
• Don't clutter, crown, or 'squeeze' in content - not a substitute
for a microsite
• Fight the urge to create meaningless or overly robust
content in order to accommodate the layout
• If it doesn't work, don't get overly attached to the trend

Microsites
• Tried and true, oldie but
a goodie
• Keep your form on every
page
• Track high engagement/
converting tabs
• Limit number of tabs
• Excellent "test & learn"
opportunity

Targeting
high–funnel
keywords
With conversion content marketing

The Struggle In Getting Value
• Marketer
• Absorbing CPC/ad spend with no immediate return
• Looking for a "one of you, one for me" approach
• Visitor
• Not ready to convert, purchase, or even engage
• Looking to get something for nothing — content!

High Funnel Solution
Conversion Content Marketing
• Happy hybrid of content marketing & conversion-focused
experiences
• Extends a content strategy with savvy but appropriate
conversion optimization tactics and techniques

Offer Teaser Content

Nurture Subscription/Share
Weave a subscription/share CTA into the infographic to
extend the interaction and turn a one-off into a relationship.

Offer Quality Bait

Upsell/Cross Sell

Gating Assets/Content

 Segment Visitors so they get the Right Content
in the Right Format
 Target Low–Funnel Keywords to Increase
Quality Score
 Increase the Value of High–Funnel Keywords
through Conversion Content Marketing

We help brands create effective PPC landing pages.
90% of our customers report positive ROI.
Find out more:
http://www.ioninteractive.com

Thank you!
@ioninteractive
info@ioninteractive.com

More Bang for Your PPC Buck - Conversion Conference Boston 2013

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