Anna Talerico PubCon October 90
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The document provides 5 tips for optimizing post-click marketing performance: 1) Differentiate landing pages for organic vs. campaign traffic, 2) Ensure ad messaging matches landing pages, 3) Segment campaign traffic for personalized experiences, 4) Incentivize desired actions, and 5) Continually test variations to maximize conversions. The tips are presented by Anna Talerico of ion interactive and emphasize testing approaches to boost conversion rates from campaign clicks.
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Anna Talerico PubCon October 90
- 1. 5 tips for High Performance Post-Click Marketing PubCon Las Vegas 2009 Anna Talerico, executive vice president, www.ioninteractive.com @annatalerico atalerico@ioninteractive.com
- 2. Click Post-Click Post-Conversion Drive traffic—SEO, Optimize traffic for Nurture leads PPC, display, higher conversion, through sale and email, social, lower cost per re-market for mobile, affiliates. acquisition. repeat sales.
- 3. Post-click marketing: Optimized landing experiences boost campaign results.
- 4. 1. Differentiate between organic & campaign traffic
- 5. Organic Direct Viral Social User controlled
- 6. PPC Email Display Social Media Mobile Affiliate Marketer controlled
- 7. Organic traffic ‣ Natural search, direct, social, viral ‣ Low degree of marketer control ‣ Diverse audience funneling in ‣ Customers ‣ Prospective customers ‣ Press ‣ Investment community ‣ Pages needs to appeal to lowest common denominator traffic
- 8. Campaign traffic ‣ PPC, email, display, direct mail ‣ High degree of marketer control ‣ Very specific placement & message ‣ You know with certainty what they clicked on ‣ You are in control of where they land ‣ You paid for them to click!
- 9. Organic page
- 10. Campaign page
- 11. 25% + Campaign page converts higher for campaign traffic
- 12. Organic traffic=optimize landing page for Lowest Common Denominator (LCD) Campaign traffic=optimize landing page for the Ad & the Message & the Context (AMC)
- 13. 2. Message match your ads & landing pages
- 15. Click the ad! Land! See the ad!
- 16. Ad promises free guide This page is all about a free consultation and doesn’t mention a guide
- 18. 3. Segment your campaign traffic
- 19. All respondents are not the same
- 20. Pre-conversion segmentation ‣ Allows respondents to self- identify ‣ Allows you to know who’s clicking your ads and what they are interested in ‣ Signals to the respondent that they’re in the right place and you have something of interest to them ‣ Faster path from click through conversion (takes the burden off the user to ‘discover & convert’) ‣ Relevancy increases odds of conversion
- 26. 4. Give the horse the carrot
- 27. 27
- 28. What do you want me to do?
- 29. What do you want me to do?
- 30. What do you want me to do?
- 32. What do you want me to do?
- 35. 5. Test, test and test
- 36. There’s only only way to know which horse will win.
- 37. Testing 37
- 41. 41
- 42. 5 tips for High Performance Post-Click Marketing 1. Differentiate between organic & campaign traffic 2. Message match your ads & landing pages 3. Segment your campaign traffic 4. Give the horse the carrot 5. Test, test and keep on testing
- 43. 3x PubCon Las Vegas 2009 Anna Talerico, executive vice president, www.ioninteractive.com @annatalerico atalerico@ioninteractive.com