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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

• 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

Today’s Agenda

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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

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• 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!

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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• 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!

Why Quality Score Matters

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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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– 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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Organization impacts Click Through Rate & Quality Score

Ad Text & Landing Pages

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• 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

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?

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Answer:

• On average, excluding the top and bottom 10%,

the typical SMB has just 5.86 landing pages.

PPC Trivia! (Continued)

2. How many active Ad text does

the typical small business have?

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Answer:

• On Average, excluding top and Bottom 10%,

the typical SMB has 34.7 Ads

• 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)

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Grade Yourself! http://www.wordstream.com/google-adwords

www.wordstream.com/google-adwords

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

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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

A Well Executed Page

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How to Choose Landing Page Headlines

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Start with your ads that perform well.

Unison Between Ad and Headline

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Easy Landing Page Creator

Build and A/B test landing pages

Start your free trial today

unbounce.com/landing-pages

Test Your Images

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VS.

Test Your Call to Action

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VS.

Test Your Support Content

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VS.

"Create landing pages visually without

any I.T. support? I must have died and

gone to marketer's heaven!"

Tim Ash, CEO SiteTuners.com

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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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

Your Questions

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