Posts Tagged Landing Pages

PPC Chat Streamcap – PPC CRO (and every other acronym we can think of)

Tuesday, August 28th, 2012 | Permalink

This week James Svoboda (@Realicity) guest hosted with a great question set titled “PPC CRO (and every other acronym we can think of).” The following is the transcribed Streamcap from the live chat:

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PPC Chat Streamcap – PPC & Site Architecture

Tuesday, February 28th, 2012 | Permalink

This week Matt Umbro (@Matt_Umbro) came up with a magnificent question set titled “PPC & Site Architecture.” The following is the transcribed Streamcap from the live chat:

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PPC Chat Streamcap – Pay Per Click Landing Pages

Thursday, May 19th, 2011 | Permalink

Welcome PPCChatters!

We had a great level of participation this week, our 7th, with 29 participants. In comparison, we had 10 participants during week 2, and as Andy Groller (@AndyGroller) stated “How’s that for a significant increase in conversion rate?”:) #SEMHumor

This week, our host Matt Umbro (@Matt_Umbro), lined up another great topic that focused on “Pay Per Click Landing Pages”. The following is the transcribed Streamcap from the live chat.

Q1: How do you define a “PPC Landing Page”?

Read the Streamcap “PPC Chat Streamcap – Pay Per Click Landing Pages” »

PPC and So Much More

Wednesday, October 20th, 2010 | Permalink

Industry-renowned pay-per-click (PPC) specialist Melissa Mackey recently wrote a great 2 part series about the pros and cons of running PPC campaigns in-house or through an agency (part 1 and part 2). She makes valid points on both sides and gives those interested in hiring a PPC specialist much to consider about PPC management. I’d like to add to Melissa’s sentiments, by suggesting that whether PPC managers work for themselves or an agency, they need to excel at more than just paid search.

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How Accurate is Your Call to Action?

Tuesday, August 31st, 2010 | Permalink

Every pay-per-click (PPC) ad needs a call to action so the person viewing the ad knows what to do when they land on the page, especially because you are paying for this traffic.  If the call to action is not clear, visitors will leave your site without converting.  Depending on your goals, the call to action can be anything from purchase online to learn more about a particular product.  However, there is a certain degree to how descriptive the call to action can be and thus how effective an ad will convert.

Let’s say you are a B2B company selling computer software and your desired conversion is for visitors to download a whitepaper.  Your landing page contains a short description of the whitepaper, an image, and a form.  The headline above the form reads Download this Whitepaper, while the button to submit your information says Submit.  Upon filling out the form, visitors are taken to a thank you page with a link to the whitepaper.   Overall, this conversion process is straightforward, but how will you write your PPC text ads to entice visitors to download this whitepaper?  Take a look at these 3 ads, all pointing to the same landing page, but each using a different call to action.

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Ad Sitelinks, The Next Great Feature

Monday, December 7th, 2009 | Permalink

Google AdWords has recently added three new features to the paid platform. Two of the features are still in beta and only available to select advertisers, but all three help to bring better targeted ads to users. John A. Lee of The Clix Marketing PPC Blog does a good job of explaining these new features.

The new feature I am going to discuss is Ad Sitelinks.  Similar to the sitelinks you see in an organic listing, the paid Sitelinks allow four additional links to show within your ad.  Take the example below:

Adidas_Shoes_Sitelinks

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Pay Attention to Your Landing Pages

Wednesday, November 4th, 2009 | Permalink

In my experience managing pay-per-click (PPC) campaigns, a frequently overlooked topic is the landing page.  Once your users click your ad, where are they going to go?  Setting up a structurally sound campaign is imperative, but it is only half the equation.  The user needs to land on a page that continues the messaging and call to action that is used in the ad.

Several factors go into creating a good landing page, none of which should be ignored.  These techniques will determine how many of your clicks turn into conversions.  Conversion rate, as I have previously written about, is a tier one success indicator of how well your campaign is doing.  Give your users an effective landing page, and you should see your conversion rates increase.

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Maximum CPCs: How High Should You Bid?

Thursday, October 1st, 2009 | Permalink

Pay-per-click (PPC) is a highly competitive advertising platform. With more and more companies signing up for PPC campaigns every day, advertisers have to bid higher””not only be within the top three positions of the sponsored listings, but to be on the first page of results. Though bid position is not solely based on the maximum amount of money you are willing to spend per click (also known as maximum cost-per-click, or CPC), it is one of the key components. The conundrum: how much you are willing to bid for your ads to show up as close to the top of the listings as possible?

Your budget plays a huge role in how much you are willing to bid, but other factors come into play as well. Among these are the importance of each targeted keyword to your campaign, the way the ad copy is written, and the landing page of each ad. Here’s a look at each of these factors in greater detail:

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