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How to Use Killer Landing
Pages to Get Better PPC
Results
May 23, 2012
Larry Kim, WordStream
Carlos Del Rio, Unbounce
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Today’s Agenda
• Introductions
• Speaker introductions
• What is Quality Score & Why should you care
• How Google calculates Quality Score
• How do I get better Quality Scores?
• How can I create killer landing pages?
• Landing page best practices
• Q&A
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Take Part in Live Blogging on Twitter / Google+
• Include the hashtag #killerppclandingpages in your
Google+ status updates,Twitter tweets,, etc.
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Speaker Introductions
• Carlos Del Rio
– Director of Conversion Analysis & Digital Strategy
– Co-author of User Driven Change: Give Them
What They Want and A Strategic Framework for
Emerging Media
• Larry Kim
– Founder, CTO, WordStream, Inc.
– Been doing PPC & SEO for 10 years
– 3 years ago, started WordStream
– Today we’re an industry-leading provider of a PPC
Management Platform and Keyword Research
Tools
– WordStream helps people get their website found
on the internet!
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Let’s learn a little about you….
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Quick Poll
How long have you been involved with Search
Marketing?
o Less than 1 year
o 1-3 years
o 3-5 years
o 5+ years
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Quick Poll
How would you describe your Search Marketing
results?
o I’m new to Search Marketing
o Who knows – I don’t measure my results
o Disappointing – I expected so much more from PPC
o Satisfactory – I’m seeing return on my investment into
PPC
o Stellar – PPC is my most successful lead/traffic
generating channel
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Why should you care
about Quality Score?
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Why Quality Score Matters
• It directly affects your…
– Ad rank (Ad Positioning)
– minimum first page bid and actual CPC
– Impression share
– Ability to appear above the organic search results
• It indirectly affects your..
– Conversion rate
– Bidding / Reporting strategies
• Improving your AdWords Quality Score is one of the most
important campaign metrics to focus on improving!
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Example Relationship Between CPC and QS
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Example Relationship Between CPA & QS
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How is Quality Score Calculated?
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Quality Score is Everything when it comes to PPC ranking
• Google gives you a score from 1-10 for each keyword in your account
• The factors that determine Quality Score (according to Google) are:
– Click Through Rate
– Ad Text Relevancy
– Landing Page Relevancy
– “Other Factors”
• In a nutshell, a high-quality ad is one that
– Is relevant to the search query
– Accurately describes the product
– Is relevant to it’s landing page
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Historical Click-through Rate (CTR)
• Click Through Rate is the most significant component of
Quality Score
– Relevant ads get more clicks
– Google uses the “wisdom of the crowds” to infer relevancy
– Google considers the CTR of your ads and keywords, as well as
your campaign and account, and even other competitor
accounts
• Google normalizes Click Through Rate by ad position
– Low relevancy ads can’t buy themselves a high CTR
• So the key to Quality Score is getting high click-through
rates!
– There are published best-practices from Google that tend to
produce higher CTR’s
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Keyword, Ad Text & Landing Page Relevance Factors
• The Relevance of the Keyword to the ads in it’s ad group
– Keywords in your ad group must be relevant to your ads
– Keywords in your ad group should be repeated in your ad text
• Relevance of the keyword and matched ad to the search query
– The search query that a customer searches for must be relevant to
the keywords in your ad group and the ad itself
• Landing Page Factors
– Relevancy: The landing page should be relevant to the keywords
and ad text
– Content: The website should feature unique content relevant to
your ad, have a privacy policy, avoid pop-ups, and load quickly.
• “Other Factors”
– Google’s black box - they don’t tell us anything about this…
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WordStream - Summary
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Organization impacts Click Through Rate & Quality Score
– Use specific keywords and negative keywords
– Group together closely related keywords
– Write relevant text ads and destination pages
– Repeat! (But this is actually a lot of work…)
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Ad Text & Landing Pages
• Keyword Organization is the key:
– By Breaking up your big keyword lists into smaller
lists, your ad text and landing pages can better target
the intent of the searcher
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Google Quality Score Best Practice: Be Specific
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Diagnosing Quality Score Issues
• In General, Quality Score of..
– 0-3 = Bad
– 4-6 = OK
– 7-10 = Great
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Landing Page Facts
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PPC Trivia! 5 Quick Questions about Landing Page
Performance
1. How Many Landing Pages does a typical
small business have?
Answer:
• On average, excluding the top and bottom 10%,
the typical SMB has just 5.86 landing pages.
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PPC Trivia! (Continued)
2. How many active Ad text does
the typical small business have?
Answer:
• On Average, excluding top and Bottom 10%,
the typical SMB has 34.7 Ads
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Grade Yourself! http://www.wordstream.com/google-adwords
• Baseline your performance
• A free, instant PPC audit in
under a minute!
• Grades your AdWords
account performance based
on the 8 PPC metrics that
really matter
• Compares how you’re doing
against other accounts of
similar size (monthly spend)
www.wordstream.com/google-adwords
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Grade Your Landing Pages!
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Grade Your Quality Score!
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How to create killer landing pages
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Anatomy of a Killer Landing Page
• Headline
• Demonstration
• Value
• Support
• Action
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Optimizing Landing Pages for PPC
1. Unique value proposition in a
concise headline
2. Image/video showing context
of use
3. Core benefit statement
4. Request for data (and fair
value item in exchange)
5. Strong Call to Action
6. Trust elements
7. Social Sharing Devices
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A Well Executed Page
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How to Choose Landing Page Headlines
Start with your ads that perform well.
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Unison Between Ad and Headline
Easy Landing Page Creator
Build and A/B test landing pages
Start your free trial today
unbounce.com/landing-pages
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Test Your Images
VS.
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Test Your Call to Action
VS.
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Test Your Support Content
"Create landing pages visually without
any I.T. support? I must have died and
gone to marketer's heaven!"
Tim Ash, CEO SiteTuners.com
VS.
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Remember to Show Off
• Headline
• Demonstration
• Value
• Support
• Action
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Special Offers
• Unbounce
– 30 day free trial
– 50% off for 3 months with promo code WSwebinar503
– Discount applies to the first 50 people to respond
– Get started at http://try.unbounce.com/with-wordstream/
• WordStream
– Grade your account
– Then get a free account assessment with one of our
Search experts
– We’ll help you identify missed opportunities and more
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Your Questions
Thank you for attending Unbounce and WordStream’s webinar on:
How to Use Killer Landing Pages to Get Better PPC Results.
#killerppclandingpages
Evaluate your landing pages today!
http://www.wordstream.com/google-adwords
Learn more about Unbounce:
http://try.unbounce.com/with-wordstream
Or contact us directly:
Carlos del Rio
carlos@unbounce.com
Larry Kim
lkim@wordstream.com
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