more bang for your ppc buck - conversion conference san francisco 2013
Post on 15-Sep-2014
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Mary Ward's "More Bang for Your PPC Buck" slides from Conversion Conversion San Francisco 2013. Discover three of the easiest and most cost effective ways to boost your PPC and display ad effectiveness.TRANSCRIPT
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More Bang for Your PPC Buck With Optimized Landing Experiences
Every click leads somewhere, we happen to think that should be amazing post-click experiences.
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For Your Paid Search Buck Getting More Bang
‣ Sending visitors to the right page, with the right content, in the right format
‣ Targeting low funnel keywords to increase quality score and decrease CPC
‣ Increase the value of high funnel keywords through the power of conversion content marketing
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Sending Visitors to the Right Place
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The Basic Setup
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
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‣ 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
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High Funnel Experience
Define Needs, Gain Insights
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Segment Your Audience
• THREE CLICKS! • Giving an online
demo• Soft Sell • Providing Guidance
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The ‘Long Layout’
• 3 page scrolls• Solution Focused• Free Quote CTA • No form on page• Customer
testimonials
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Microsite • 4 pages of content• No form on page• Segmentation!• Customer
testimonials• Third party
endorsements• Video asset
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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 QS, low CPC)
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• Singular CTA- except for those “already using”
• Try it free messaging consistent throughout
• Straight into a free trial
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Be There or Be Square!
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Social Sign On
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Targeting Low Funnel Keywords
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Targeting Low Funnel Keywords
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Dynamic Content
‣ One page, serving dozens (hundreds, thousands?!) of keywords, through the power of logic
‣ Display unique content on a page based on a users search query, or any other query string parameter
‣ Swap images
‣ Change headlines
‣ Substitute entire blocks of text
‣ Replace forms
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Targeting Low Funnel Keywords
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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
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Targeting Low Funnel Keywords
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Reduce Friction
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Targeting Low Funnel Keywords
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Reduce Friction
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Targeting Low Funnel Keywords
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Leverage Ad Extensions
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With Conversion Content Marketing
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Targeting High Funnel Keywords
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Conversion Content Marketing
‣ Old School of Thought:‣ Conversion Optimization: Focused on converting a visitor right
now and that visitor must convert to receive the promised value.
‣ Content Marketing: Educates visitors, but doesn’t generally attempt to convert.
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Conversion Content Marketing‣ New School of Thought:
‣ Conversion Content Marketing- a happy hybrid.
‣ Extends a content strategy with savvy but appropriate conversion optimization tactics and techniques
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4 Principles of Conversion
Content Marketing
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1. Conversion is Optional
‣ A subtle option to sign up for bonus/premier/extended content
‣ A respectful option to subscribe to a relevant newsletter
‣ A patient option to have someone contact them on that specific topic
‣ A present option to make a pertinent purchase
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The Next Step...
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2. Testing is Mandatory
‣ If you’re not testing, you’re squandering your traffic
‣ Be aware of and specific about your KPI metrics :
‣ Conversion rates
‣ Downloads
‣ Video views
‣ etc, etc, etc.
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What Kind of Tester Are You?
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Government Solutions
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Dell
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Winner!
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Dell
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Culture of Experimentation
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3. Content is King
‣ Depth ‣ Quality‣ Humanization ‣ Specificity ‣ Differentiation
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Webinars, White papers, Infographics...
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© i-on interactive, inc. All rights reserved.
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© i-on interactive, inc. All rights reserved.
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© i-on interactive, inc. All rights reserved.
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4. Produce Copiously‣ Portfolio strategy ‣ Segmentation ‣ Real-time
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Thank You!
Questions?
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