ppc landing pages for higher conversions

PPC Landing Pages for Higher Conversions

© 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...

http://www.ioninteractive.com


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





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

• Singular CTA — except for those “already using”

• Try it free messaging consistent throughout

• Straight into a free trial



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




Targeting high–funnel keywords



Define needs, gain insights


Segment Your Audience

• THREE CLICKS!• Gives an online demo• Soft sell• Provides guidance




The ‘Long Layout’• 3 page scrolls• Solution–focused• Free quote CTA• No form on page• Customer testimonials




Microsite• 4 pages of content• No form on page• Segmentation!• Customer testimonials• Third party

endorsements• Video asset




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




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



4 Principles Of Conversion Content

Marketing





1. Content Is King

• Depth• Quality• Human• Useful• Valuable• Timely • Different• Whitepapers, Webinars,

Infographics & more!



“The Centre’s conversion rates increased from 4% to as much as 19% by moving from single, hand-coded page experiences to content-rich microsites in the ion platform.”


2. Testing Is Mandatory




3. Optional Conversion• 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




4. Form Is Not Formulaic• Conversion paths• Microsites• Interactive content• Multi-Step forms• Quizzes




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!@[email protected]



mailto:[email protected]

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ppc landing pages for higher conversions

Business

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targeting

increase quality

conversion

increase page

highfunnel

dynamic content

segment visitors