A short presentation that highlights some of the post-click marketing best practices that should be adopted to maximize conversions in paid search

1. ‘ Post-Click’ Marketing Best Practices For Paid Search

2. The following presentation highlights the key post-click marketing best practices that should be used to maximize conversions from Google Ad Words campaigns

3. Following a Google search an ad is displayed and a user clicks on it

4. Ideally, a pre-conversion segmentation page should be served up before the landing page This asks the visitor to “self segment” so that the landing page that is served up next can be tailored more closely to their particular profile. This simple segmentation step also confirms to the user that they are “in the right place” since one of the segment choices refers directly to them. It also signals to them that they are important to you Pre-conversion segmentation can increase visitor conversions by up to 20% Are you: An Enterprise User A Telecom Service Provider

5. Once the visitor has pre-qualified themselves, the relevant landing page can then be served up Ideally, only the first couple of fields in the registration form should be mandatory. This minimizes friction in the registration process and maximizes conversions The search term used by the visitor should be reinforced in the landing page headline to reassure the visitor that they are “in the right place” There should be no extraneous navigational links on the landing page. This ensures that the visitor is not distracted from the singular focus of the page, which is to elicit a registration There should be a clear and compelling offer to the visitor to gain access to value added content, along with a short abstract that “sells” this content. The offer should be supported by a ”hero shot” of the collateral in question The landing page should be constructed so that no content falls “below the fold” (i.e below the bottom of the screen) in 1024 x 768 resolution

6. 30-40% of visitors that complete the landing page typically go on to complete the second stage form, allowing you to get more complete contact information without having to demand it all on the initial landing page Once the visitor has clicked “Download Now” a thank you page should be served up. All fields should be validated to ensure they are completed and the correct information is entered (e.g. a phone number is entered into the phone field) Contact information that the visitor already entered on the landing page should be automatically pre-populated in this form to avoid the need for any re-keying The form should include a qualifying question, which helps identify where the visitor is in their purchasing cycle Ideally, this page should contain a second stage form that offers the visitor access to more value added content in exchange for additional contact information Google conversion code is stored behind the thank you page, allowing you to track your conversions in Google Analytics Get Access Now

7. The visitor will definitely open this email to get access to the content that they requested So this email represents an ideal opportunity to do some additional selling, by offering the visitor access to lots of other links where they can find out more about the product offering If the visitor completed the second stage form a confirmation email is sent out to them, providing access to the whitepaper library It is important to use a confirmation email, to ensure that the email address entered on the landing page is valid

8. If the visitor just completed the landing page, a confirmation email should be sent out with the requested whitepaper attached It is important to use a confirmation email, to ensure that the email address entered on the landing page is valid The confirmation email again offers the visitor the option to access more value added collateral. Just because they didn’t choose to complete the second stage form previously doesn’t mean that they won’t do so now The visitor will definitely open this email to get access to the content that they requested So this email represents an ideal opportunity to do some additional selling, by offering the visitor access to lots of other links where they can find out more about the product offering

9. Visitors that registered on the landing page with just a first name and email can be added to a new lead nurturing program, designed to elicit more contact information It again offers access the complete whitepaper library and provides the reader with access to lots of other links to find out more about the product offering This email offer the user the opportunity to download a second whitepaper and includes a short abstract of the white paper to maximize interest

10. Clicks on Ad Words Ad Registration No Yes Add contact details No Yes Landing page 3 Landing page 4 Thank you page served up This confirms the requested document has been emailed and offers access to more value added content in exchange for additional contact information (in this case access to the complete whitepaper library) A pre-conversion segmentation page is served up This asks the visitor to “self segment” so that the landing page that follows can be tailored more closely to their particular profile. A user keys a search into Google Landing page registration Ideally, only the first couple of fields in the registration form should be mandatory. This minimizes friction in the registration process and maximizes conversions Confirmation email a confirmation email is sent out, either with the requested collateral attached or with a link to the additional value added content if second stage form was completed It is important to do this by email, to verify that the email address entered on the landing page is valid Landing page 2 1 Lead nurturing Visitors that registered on the landing page with just a first name and email can be added to a new lead nurturing program, designed to elicit more contact information through additional offers for value added content. When appropriate these prospects will be handed off to sales 2 3 4 5 7 Landing page The appropriate landing page is served up 6 Post-Click Marketing PPC Workflow - Recap An enterprise user A telecom service provider Are you

11. If you need help implementing proven internet marketing strategies to develop actionable inbound sales leads, don’t hesitate to contact us: Sean O’Donovan [email_address] 416 836 4545