High Performance Landing Page Templates for High Funnel Keywords – Thnxs @ioninteractive


 

 

At this year’s Conversion Conference in San Francisco, I had the pleasure of presenting three tactics for getting more bang for your paid search buck. I say it was a pleasure, because it truly was. You see, prior to falling into this crazy world of post-click marketing, I was a pre-click kind of gal. My life revolved around SEO, social media, online PR and of course, PPC.

With the paid search world always in the back of my mind, it was just awesome to present on a topic that merged PPC and optimization so well. Plus, who doesn’t want more bang for their buck, am I right?

http://www.ioninteractive.com

As post-click marketers, we understand that every click your visitors make leads them somewhere and we happen to think that should be amazing post-click experiences. The only way to make them amazing to your paid search visitors, is to ensure that they’re giving visitors the right information in the easiest to digest format.


This varies greatly based on whether your visitors search query is considered a high or low funnel keyword. It’s this differentiation that gives you the first opportunity to get more return on your spend. Let’s start with the basic layout. This is what I refer to as PPC meets Landing Page, 101:

Once you’ve identified the type of traffic you have, high or low funnel, you can then start to really think about the type of experience best suited to that visitor’s mindset and where they are in the buying cycle. This is a crucial step.

The Right Format for High Funnel Keywords
Remember, these people aren’t ready to buy, they’re seeking more information and it’s your job to give it to them…without asking for anything in return. These experiences need to:

  • Stay problem-focused and solution-driven. It’s about selling the solution, not your product
  • Include industry-leading proof and build expert credibility
  • Serve a lot of masters coming from a wide range of wants and needs
  • Please everyone without disappointing anyone

You see, the challenge with creating landing pages for high funnel keywords, is that you don’t really have a read on your visitor yet and they certainly may not know you. At this point, the goal should be delivering lots of rich content that meets a variety of complex needs without overwhelming anyone and still directing them to an end conversion (easy, right?).

In reality, it’s not easy. In fact, it’s downright hard and often requires a high degree of template creativity and content control.

Full article here 🙂

 

 

Organic vs. Paid Search Results: Organic Wins 94% of Time


See on Scoop.itGabriel Catalano the name of the game

Search engine users overwhelmingly click on organic results on Google and Bing by a margin of 94 percent to 6 percent. That’s according to new research from GroupM UK and Nielsen, published today by eConsultancy, based on a sample of 1.4 billion searches conducted by 28 million UK citizens in June 2011.

On the organic side, the research also broke down brand vs. non-brand click-through rates, as well as click-throughs by vertical. On the paid side, the research revealed some demographic data about who is most likely to click on PPC results. Finally, it determined whether Google or Bing delivered more successful searches.

Organic Search Results & Click-Through Rates

Others have previously tried to gauge organic click-through rates (CTRs) for the top 10 results on Google and Bing, resulting in varied percentages, but with a recurring and obvious theme: the higher you rank, the more people click on your website; the lower you rank, the less clicks and traffic your site gets. Thus, ranking high on Page 1 is of ultimate value to every website.

Unlike previous studies, however, the GroupM UK and Nielsen study broke down the search queries into branded and non-branded. Overall, users clicked on one of the top three results 68 percent of the time:

Result 1: 48 percent
Result 2: 12 percent
Result 3: 8 percent
Remainder: 32 percent
On branded searches, the top search result overwhelmingly received the most clicks (which makes sense, considering the search is likely navigational in nature)>>>  Continuar leyendo «Organic vs. Paid Search Results: Organic Wins 94% of Time»

5 Tips to Better Optimize Your PPC Budget

Whether you are trying to acquire new customers, generate more leads, or simply sell the product, paid advertising can come to your rescue. The advantage of paid advertising is that people are alreadysearching for your product/service. As opposed to conventional marketing, a paid search audience already has the intent to buy or learn more about your product.

Apart from the benefit of having qualified traffic, pay-per-click (PPC) advertising has many other positives. First off, it is easy to start. Setting up your account is simple; you can start off with a budget that you are comfortable spending. Secondly, PPC offers flexibility. You can test out different versions of ad copy, headlines, and call-to-actions. Lastly, paid ads are great way for increasing brand awareness. Even if people don’t click on your ad, just showing up in the search results for your key terms builds trust factor and brand recognition.

However, there are challenges involved in paid advertising. With more marketers turning to PPC advertising, the paid search space is becoming competitive.


http://451heat.com

Whether you are trying to acquire new customers, generate more leads, or simply sell the product, paid advertising can come to your rescue. The advantage of paid advertising is that people are alreadysearching for your product/service. As opposed to conventional marketing, a paid search audience already has the intent to buy or learn more about your product.

Apart from the benefit of having qualified traffic, pay-per-click (PPC) advertising has many other positives. First off, it is easy to start. Setting up your account is simple; you can start off with a budget that you are comfortable spending. Secondly, PPC offers flexibility. You can test out different versions of ad copy, headlines, and call-to-actions. Lastly, paid ads are great way for increasing brand awareness. Even if people don’t click on your ad, just showing up in the search results for your key terms builds trust factor and brand recognition.

However, there are challenges involved in paid advertising. With more marketers turning to PPC advertising, the paid search space is becoming  competitive. Continuar leyendo «5 Tips to Better Optimize Your PPC Budget»

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