PPC Chat Streamcap – Pay Per Click Landing Pages

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”?

  • A page that delivers on the promises and expectations set in the ad copy of a PPC ad. – Michelle Morgan (@michellemsem) ++
  • Clear cut goal/objective, specific to the concept/call to action in ad copy. – Andy Groller (@AndyGroller)
  • A landing page that people land on after clicking your PPC ad (noob answer) – Paul Kragthorpe (@PaulKragthorpe) +++
  • Technically any page an ad is directed to but should be relevant with an actionable item (form, etc.). – Amy Hoffman (@Hoffman8) +
  • Any landing page that continues the messaging in your ad and works to reach your goal(s). – Matt Umbro (@Matt_Umbro)
  • I define it with a question – how am I optimizing the conversion funnel? – Matthew McGee (@Matthew_McGee)
  • Should really be where / how you’re upholding the promise from your ad copy. – Jessica Cameron Ruud (@Camruud)
  • The page selected or built to send PPC traffic to that matches the visitors expectations. – James Svoboda (@Realicity)
  • Unique landing page developed & optimized according to your PPC campaigns & goals. – Crystal A (@CrystalA) +
  • Delivers on the ad and offers a clear call to action to achieve the conversion. – Andrew Baker (@SEOEdinburgh)
  • Hopefully a page that can be optimized to increase conversion rates based on campaign data. – James Svoboda ++

Q1 Summary: The simple answer to what a Landing Page is, might be something close to:

“The page chosen to send visitors to, after they have clicked on a pay per click advertisement.”

While this might summarize the basic idea of what landing pages are, PPC professionals strongly relate these pages to campaign goals and visitor expectations. The PPCChat definition might be something closer to:

“The page where a visitor lands after they have clicked on a pay per click ad that has been chosen, built or optimized, based on campaign goals and objectives, and that closely matches the visitor’s expectations as set forth in the PPC ad that generated the visitor’s interest.”

Q2: Do keywords drive landing page development or do landing pages determine what keywords you purchase?

  • Start with keywords, but be ready to adjust & go the other way if needed. – Melissa Mackey (@Mel66)
  • To an extent, It seems like this depends on which was there first. – Dave Rosborough (@daverosborough)
  • Keywords to start – need traffic /search volume to even use the page. – Andy Groller ++
  • I think it all starts with KW research first. Then you optimize the page when you know what keywords to go after. – Lawrence Aaron (@CrazyFingers)
  • Depends on if you have the ability to build unique landing pages for each targeted ad group. If yet – then keywords first. – Jessica Cameron Ruud
  • Depends on budget. Build landing pages first if budget allows is my preference. – James Svoboda +
  • Its all about keyword search trends, if people are searching for it create a page on it! – James Hume (@zerospin)
  • What I do: Understand clients business – keyword research – landing page development. But will optimize LP after seeing KW data – Luke Alley (@lukealley) +
  • Start with the KWs. People don’t search for landing pages. They search for KWs and want the landing page to match. – Michelle Morgan
  • I think keyword research determines more about your landing page than the Landing page does your keywords. – John Levin (@Johnnyjetfan)
    • Agreed – if you start w/the LPS you may miss out on some great terms! – Crystal A
  • Unless you are planning to develop landing pages I think the current LPs determine keywords. – Matt Umbro
    • True. That’s assuming they have LP’s. If they have no landing pages then KW research first. – Luke Alley
  • Depends on how flexible the landing page design is, how easy can changes be implemented, if it is k/w drive. – Andrew Baker
  • KWs should drive LP development based on volume. Starting w/KWs lets you create unique LPS to test new terms. – Crystal A
  • Assuming you can custom build landing pages, design them around the search intent behind tightly-knit keyword/ad groups. – Mike Shollenberger (@webjock)
    • But sometimes you don’t have the option to create custom LPs, which lends nicely into the next question. – Matt Umbro
      • I agree with you if you are restricted from developing LPs. – Mike Shollenberger +
        • Believe me, in a perfect world keyword research would determine LP development, but sometimes you have to work backwards. – Matt Umbro +
  • I think keywords.. You want your landing pages to contain your best kw for high QS and conversion rates. – Amy Hoffman +
  • Keywords are used to test waters / see what works. So, start with keywords, then expand pages and more long-tail based on data. – John Ellis (@JohnWEllis)
  • You need targeted KWs for relevant landing pages. KWs should influence relevancy. Other metrics influence conv. optimization. – Joe Kerschbaum (@JoeKerschbaum)
  • Similar to the relationship b/t SEO & PPC… PPC data can tell you what to do on your landing page, i.e. which keywords convert. – Luke Alley +
  • I do agree that sometimes you have to work with whatever you can get (whatever is already developped). – Amy Hoffman +
  • I always try and get a close working relationship with the clients web design er / master make life much easier. – Andrew Baker
  • I always look at kw research and then look at the landing page for SEO and PPC. Then make adjustments on LP where necessary. – Lawrence Aaron
  • I usually build based upon the page, and then tweak the page based upon the response. Chris Kostecki (@chriskos) ++
  • Landing pages should come first. Then the keyword list describes the LP content. And adjust the KW list accordingly. – Joe Kerschbaum

Q2 Summary: The heart of this question goes to whether you should build a PPC campaign based on targeting your keywords for existing available landing pages, -OR- plan to build landing pages for the keyword campaign you want to target.

The course of action that will work best for you will vary based on your exact situation. And it probably depends more on the available resources and budget for building landing pages than any other single factor.

  • Unlimited Resources – The preferred situation to be in for building a PPC campaign with few limitations to budget and resources would be to do thorough keyword research and build the campaign out into numerous ad groups to maximize traffic & Quality Score. Then build specific landing pages that have been optimized for each segment you are targeting. This will give you the best chance to convert each visitor, resulting in higher conversion rates, and would allow you to bid higher for clicks (spend more) while maintaining a good cost-per-lead/sale and positive ROI.~Okay, so this is probably not going to happen for you very often because, lets face it, costs, ROI and expected ROI, tend to be primary deciding factors in almost every marketing decision. But if you happen to find yourself in this situation, consider yourself the envy of fellow PPCChatters:)
  • Limited Resources – More often than not, you will find yourself building a PPC campaign that has fewer resources allocated to it that you would like. In these situations you will be faced with having to make recommendations and decisions that will produce positive results in the short term, while keeping an eye on the long term outlook. In these situations you might be best served to review the current pages of the site to determine if any are usable as landing pages, then make strategic conversion and call-to-action optimization decisions that follow standard best practice procedures to get the most out of them.If the site does not currently contain any reasonable landing pages, then try to find or reallocate enough resources for a single page to start with, until you can prove enough ROI to justify additional landing pages. In either of these situations you are best served to assess your landing page situation and then build the PPC keywords and ad groups around these so that the traffic you generate produces the highest conversion rate.
  • Q3: Will you take on a PPC campaign when landing page development isn’t an option? Why?

    • Yes, although there comes a point when you can’t get anything more out of PPC w/o LP dev. – Melissa Mackey
    • No! Neeed to be able to make edits to LP and improve QS. It’s a must. – Lawrence Aaron
    • I will try, sometimes initially low bids allow for high ROI even w/ poor landing pages. – Sergey Smirnov (@Smirnovi4)
    • Depends on current state of site. If site is designed HORRIBLY, then no. If ecommerce, then category pages are a good option. – James Svoboda
    • Yes, but with the understanding that there is only so much progress that can be made. – Michelle Morgan +
    • I will, but I make it clear that landing page development is a priority and will factor into the results (probably negatively) – Matt Umbro
    • Tough one. If the only landing page option is the homepage, then no. Why? no chance for success. – Jessica Cameron Ruud
    • Yes, but that is assuming the client has dedicated product pages. As long as I can direct my ad copy to some relevant page. – Matthew McGee
    • If LP Dev is not an option, than client expectations should be equally narrow. – John Lavin +++
    • Yes, For some of our clients it isn’t in the budget initially and adding a lead capture form to their homepage is all it takes. – Stuart Draper (@GetFoundFirst)
      • Maybe not a new LP, but there is always room to test. – Matt Umbro
    • Hard to say no to money. You have to make it clear to client how no LP dev. will affect campaign, i.e. poorer performance. – Luke Alley
    • Yep – It’s a good challenge! What doesn’t kill ya will only make ya stronger ๐Ÿ™‚ – Amy Hoffman +
    • Yes if I know I can deliver on the business goals but I do set the clients expectations. If there is no room to do so well never. – Andrew Baker
    • I’d love to say no, but hard to turn down clients, need to set expectations, PPC only magnifies the rest of the business. – Chris Kostecki
    • I’ll take a client if the existing LP options are decent, but I’ll always set expectations that results will be limited. – Mike Schollenberger
      • Agreed, also need to assess the client. Can they understand the correlation of LP $& PPC acct? If not, then maybe lay off. – Matthew McGee
    • Yes. Sometimes, you work with what you have. Just have to set the right expectations, emphasize limitations. Not all budgets allow for the perfect situation for PPC pros. Just have to be creative in other ways. – Jason Douglas (@jasondouglas)
      • Absolutely agree, sometimes have to work with the budget and resources you’re given. – Matt Umbro
    • It depends whether they have relevant pages and expectations are set accordingly. – Linda Delp (@lindadelp)
    • Depends. If the client isn’t willing to make the investment in landing pages, how invested are they in their PPC program? – Joe Kerschbaum +
    • Yes but clearly set expectations on limitations of terms/performance & try to find ways w/in clients budget to get lps in timeline. – Crystal A
    • I try to get some of the profits used for lpo later on. – Michelle Morgan
    • Can’t say that I wouldn’t try, although without the extra control over your LPs would make it challenging. – Dave Rosborough
    • If anyone is turning down clients b/c they don’t do LP send them to me please! ๐Ÿ˜‰ – Luke Alley ++
    • You’re just setting yourself up to fail if you don’t have good landing pages. Harder & harder to justify rising bid amounts. – Nate Schubert (@NateSchubert)
    • Hard to turn away clients, but they need to know performance can only go so far w/o LP development. – Andy Groller
    • I try to determine why LP development is issue. Resources? Corporate culture? Old thinking? I try to shift the mindset. – Joe Kerschbaum
    • Also, PPC can inform other channels and so is worthwhile as a research bed. – Melissa Mackey ++
    • Landing page flexibility, margins, budget, all business aspects that can paint us in a corner – and make what we do fun! – Chris Kostecki
    • I let it be known that it could have massive positive implications if budgeted for in the future – Could pay for itself. – Amy Hoffman
    • Lack of landing page creation is usually a sign of much bigger problems with the client. – John Ellis +
      • Yes, the inability to adapt! – Matt Umbro
    • Building 1 landing page can sometimes be enough to prove return to the client to build more. – James Svoboda
      • Very True! We did this w/a client – showed the #s & got a Google Case Study on them to top it off -We have LPs now. – Crystal A
    • I tend to include landing page development in proposals, whether the client or someone else is doing it. – Matt Umbro ++
    • PPC is very nimble, hard to expect the rest of the business to be as flexible as PPC. – Chris Kostecki
    • How do you optimize a campaign without having the ability to work on the landing page? It all is related. – Lawrence Aaron
    • Case studies from other clients with real conversion data can help persuade to at least make small investment in a test. Lisa Sanner (@LisaSanner) ++
    • We often consult with a web dev on things a client can change to their home page to treat it more like a landing page. – Stuart Draper +
      • What about L1’s and L2’s, ie deeper content with more concise CTAs? – Matt Umbro

    Q3 Summary: The main consensus is that it is okay to take on a PPC campaign without landing pages if the client is made aware of the limitations that will hinder conversion rates. In these situations it is best to set the correct expectations before moving forward. Clients and bosses never like to hear that they will need to increase the budget for landing pages after the campaign launched.

    Q4: Aside from landing page basics (call to action, concise copy, short form), what is the number 1 item you must have on your LPs?

    • White space! Message in a vacuum works well in many instances. – Melissa Mackey
      • Really interesting response with white space. Have an example? – Luke Alley
    • Trust symbols. BBB, certifications, etc. – Luke Alley +
    • A phone number LOL. Contact us form! – Lawrence Aaron
    • Relevancy between KWs, ad copy, landing page messaging. – Lisa Sanner
    • Reinforce your ad’s value props. – Chris Kostecki
    • Some version of how the website is trusted. testimonials, reviews, credits. – John Lavin +
    • Relevant Headline and Engaging Photos/Graphics. – James Svoboda
    • Credibility symbols – trademarks, certifications, etc. – Andy Groller ++++
      • Seems like credibility symbols are huge! – Matt Umbro
      • Do those cred symbols need to be optimized on the backend? Best way to display them? So if I have a BBB logo or Angie’s List award, how would I optimize those pics? – Steve Bitter (@stevebitter)
        • Untested theory: Place trust symbols nearby the most personal info you’re asking for in the form? – Mike Shollenberger
        • Agree on putting near most personal info. Also, strongest comp adv. Should not be main focus of LP tho. – Andy Groller
          • Thats good stuff. muchas gracias! – Steve Bitter
    • I really like having some sign of social acceptance. FB comment and Twitter sections are great. – Michelle Morgan +
    • Nice navigation options (so that not to get a bounce). – Sergey Smirnov ++
      • Agree but downplay navigation to keep ppl in the conversion funnel. – Amy Hoffman+
    • As much of those basic LP criteria ABOVE the fold! – Dave Rosenborough +
    • A way to measure it’s success. – Chris Kostecki
      • Yeah, tracking is good. – Melissa Mackey
    • Benefits – not features. How does the product/service benefit them? Makes it easier for them to convert. – Matthew McGee +
    • Whatever the client expected to see/read when they clicked on the ad! – Amy Hoffman +
    • Competitive Advantages! Why are you better than the closest competitor? – Andy Groller
    • If advertising a lesser known brand, having a trust-building logo like BBB on your LP helps quite a bit. – Matt Umbro
    • Optimized Title Tags;-) – Lawrence Aaron
    • 100% relevancy to ad promise simples! – Andrew Baker
    • Additional modes of communication if possible. Not just email form, but phone, live chat, etc. – Matthew McGee
    • Compelling images with supporting benefits, emotion, reduction of anxiety/friction. – Lisa Sanner +
    • Strong clear headline, appropriate images, benefits/value props (ie: BBB ratings, awards, testimonials, etc). – Crystal A
    • Keyword searched, phone number, customer reviews, image of product. – Linda Delp
    • Quick follow up question, when there are links on the LP (such as link to FB or Twitter) do you have open in same tab or new window? – Matt Umbro
      • Always new window for social icons. – Andy Groller +++
      • New Tab – Sergey Smirnov +
      • Open in a new tab. Don’t want them to forget why they originally clicked. – Michelle Morgan +
      • All links should open in a new window always not to interrupt the conversion funnel. – Lawrence Aaron
      • Always new window. – Luke Alley
      • Same tab, but disagree w/ giving navigation options. More option to navigate = more friction to the conversion process. – Matthew McGee
        • If they see they landed on the Site that’s useful for they will convert later, otherwise they will leave 4ever. – Sergey Smirnov
    • High PageRank! – James Svoboda +
    • A competitve product/service/promotion. – Paul Broomfield (@paulbroomfield)
    • Testimonials are good too if they are (and appear to be) credible. – Amy Hoffman
    • Eliminating distractions is a key component to PPC landing pages. Only show what is asked for & how to get it. – John Ellis ++
    • Optimization as usual and the benefits list. For SM links: new window. I don’t want people leaving. – Jason Douglas
    • Do most of you take navigation off to keep them on the page? Maybe that’s a question coming up. – Luke Alley
      • I usually do. – Matt Umbro
      • I keep nav on. Maybe somewhere else in the site will get them to convert. – Michelle Morgan
      • It all depends on what the business case is and what is the CPA. – Lawrence Aaron
      • Reduce/Down Play navigation on dedicated landing pages. Some nav still needs to be there as a trap door though. – James Svoboda
      • I remove any social links off the LP unless they are an agreed micro conversion. – Andrew Baker ++
      • Depends on the client-If its an “easy” conversion no nav, “hard” conversion (IE needs research to take action) some nav. – Crystal A
      • I’ll usually include bottom navigation (sitemap, privacy policy, etc) but I remove top navigation, especially on lead gen pages. – Matt Umbro
      • Definitely downplay navigation but include somewhere low key.. maybe at the bottom. – Amy Hoffman
      • IMO worst thing to do is have an ad for some1 to click on & feel trapped or setting up a 1-off experience, let your site do its job. – Chris Kostecki

    Q4 Summary: Building trust and credibility signals into landing pages is a staple for increasing conversion rates. Page elements such as a BBB logo, Trademarks, Reviews and Testimonials, Certifications, and awards from the likes of Angie’s List are good items to display.

    Q5: How extensive do you test landing pages for browser and screen resolution compatibility? What tools (if any) do you use to test?

    • Usually let that up to developers, but will do some testing on own too. – Andy Groller
      • That is if you have developers handy. – Matt Umbro
    • Tool = The web guy. – Andrew Baker ++
    • (4 browser check) and just the web developer toolbar in ff for resolution. – Chris Kostecki
    • I am lucky to work for an agency w/ very capable programmers. But take cross-browser testing very seriously. It’s important! – Matthew McGee
    • I like reinvigorate’s heat map. – John Lavin
    • Always!! One of my favs www.sizepuppy.com – Crystal A ++++
    • It all depends on demographics and client request. CSS usually works in all newer browser seamlessly. – Lawrence Aaron
    • Test LP layout in ALL browsers and optimize screen resolution for your customers’ most utilized screen size (see GA). Free browser testing tool BrowserLab from Adobe. – Jessica Cameron Ruud ++

    Q5 Summary: Make sure that you view your landing pages in multiple browsers, with multiple screen resolutions prior to launch. Also, check them on a mobile phone browser just to make sure.

    Tools like SizePuppy.com, Adobe’s BrowserLab and Google Lab’s Browser Size are very useful.

    Q6: Brad Geddes recently asked “Should Your Paid Search Accounts Care About Bounce Rate?” What do you think?

      Original source article on SearchEngineLand.com 

    • Yep, if it’s high if users aren’t getting what they are looking for or what they expected. – Amy Hoffman
    • Yes, from the point of finding useful LP optimizations. If customers are leaving at high rates something is wrong. – Matthew McGee
    • Every case is unique. I personally care about BR if nothing else seems to mean a thing. – Sergey Smirnov
    • Yes, the ones I work on need to have people fill out a form. Bounces = Bad. – Michelle Morgan
    • Hell yes bounce rates matter! Unless they can convert quickly on the first page. – Melissa Mackey +++
    • Yes, but more as a gauge between other campaign aspects like keyword vs keyword, LP vs LP, Ad vs Ad. – James Svoboda
    • If the macro conversion is on the page then no bounce rate isn’t an issue however using event tracking provides better analysis. – Andrew Baker
    • Bounces vs conversions. If bounce is high, conversions probably not as good as could be. So yes, bounce rates matter. – Andy Groller
    • Yes – based on campaign objectives – landing page bounce rate is a KPI for me. – Jessica Cameron Ruud
    • Yes, it measures how the traffic’s expectations are met, just as valuable as CTR. – Chris Kostecki
    • It all depends on the business case again and the clients requests and CPA goals. – Lawrence Aaron
    • Bounce Rate always matters. I dont want users leaving my clients’ sites, it just makes my report look bad! – John Lavin
    • Anyone work on accounts where both bounce rate and conversion rate are high? – Matt Umbro
      • I have never seen high bounces and high conversions. They don’t seem to go hand in hand. – Stuart Draper
      • No, but neither does a baseball player who strikes out 100 + times a year and walks 100 + plus times a year. – Matt Umbro
    • What is a good bounce rate in your opinions… obviously ZERO is optimal. – Lawrence Aaron
      • Depends on industry. – Andy Groller
      • What is an average bounce rate? 50%? – Lawrence Aaron
        • Around that area, but again, various by industry. – Matt Umbro
        • 50%BR is usually what I see to for online retailers. – Lawrence Aaron
      • 10-15% is pretty good. – Melissa Mackey
        • I have never seen a bounce rate at 10%. Ever! – Stuart Draper
          • One of our clients hovers around there. But I agree it’s the exception. – Melissa Mackey
            • We see around 50% bounce rates. – Stuart Draper
    • It may not necessarily mean the LP is bad but something between kw->ad->landing page isn’t consistent if bounce rate is high. – Amy Hoffman +++
    • Hopefully the new AdWords instant preview tool will help to decrease bounce rate. – Matt Umbro
    • Yes. If you’re getting a 95% bounce rate, the other 5% better be converting. If not, start testing new ideas asap. – Jason Douglas +
    • Bounce rate is a metric i use along with the more important metrics roi etc. – Paul Broomfield
    • Absolutely! Not only is it a landing page issue but could be match type problem or just a double meaning of your keywords. – Linda Delp
    • If the conversion is on the LP then you’ll get high bounce rate + a conversion. The key is focusing on that pages engagement. – Andrew Baker
    • Sometime you can expect higher bounce rates. The key is optimizing your LP and account to REDUCE that BR over time. – Lisa Sanner ++++
    • Bounce rate should be paired w/ time on page. If people are staying for :20 but not converting, learn from it. – Jason Douglas
      • Time on site should be investigated tho, not looked at as a whole – i.e. 1 person spending an hour can skew. – Andy Groller
    • Bounce Rate does matter-but important to know your campaigns-If only option is convert or leave bounce rate isn’t a great metric. – Crystal A
    • Mostly depends on what your goal for the page is and whether its achievable on the lp or not. – Michelle Morgan
    • Another way of looking at it if conv is within LP & you have a 0% BR then most likely you’ve failed in your goal IMHO. – Andrew Baker
    • This question relates to the earlier question of keywords driving LP development or the other way around. It’s all intertwined! – Matt Umbro
    • If the bounce rates are higher, could be a content or UI problem. Too many options to click, offer unclear, or extraneous nav. – Terence Nelan (@FlyingAshtray)
    • It depends if you goal is branding and looking for awareness or ROI goals aiming to drive sales. More interested in CTR for ads. – Lawrence Aaron
    • I have been succesful benchmarking PPC BR against the site overall, PPC should win since the traffic is paid for. – Chris Kostecki +

    Q6 Summary: The consensus is that you should pay attention to your PPC campaign bounce rates. This is an area that you can benchmark and work towards improving over the length of a campaign.

    Q7: How does the size of your PPC campaign determine how much landing page testing there will be? Or does it not matter?

    • Does not matter. Even small budget campaigns can benefit from LP testing. – Melissa Mackey
      • Especially with a free tool such as Google’s Website Optimizer. – Matt Umbro
      • Exactly-Maybe even more so small budget-less traffic. – Crystal A
    • More traffic allows for more tests. – Amy Hoffman +
    • Size as in budget? Smaller budget typically = lower LP testing budget availability. Not the best, but that’s usually the fact. – Andy Groller
      • As in less traffic that has potential to convert – so you want your ‘best foot forward’. – Crystal A
    • Shouldn’t matter but budget size may dictate otherwise. – John Lavin ++
    • Tempting to say it should matter, but all clients should have access to the same strategy. – Matthew McGee
    • Does not matter. Campaigns can always benefit from LP testing. – Lawrence Aaron
    • Doesn’t really matter. Just might take longer with smaller campaigns/lower traffic. – Michelle Morgan
    • Smaller Campaigns still benefit but.. it takes longer to get results back and thus less tests can be run in the same amount of time. – Amy Hoffman
    • I think LPO should matter what ever size of budget / campaign however mo money mo problems so test, test, test. – Andrew Baker
    • Need volume to get a valid test, but a/b lp testing can still produce results at any level. – Chris Kostecki
    • Have to figure in development costs as well with smaller budget campaigns. – Matt Umbro ++
    • Larger campaigns usually need a more in-depth LP testing plan based on priority campaigns (cost, revenue, BR, CVR, etc). – Jessica Cameron Ruud
    • If they only have $500/month, and they pay $5/click, what is there to test? – Stuart Draper +
      • Perfect reason why you have to be selective in clients you take on. – Matt Umbro
        • And setting expectations. – James Svoboda
    • More Traffic & Spend/Budget often allows for more testing & building of LPs. Easier for client to relate cost > spend > waste > ROI > test – James Svoboda
    • Depends if returns from PPC are being rolled back into spend/mgmt/testing. The bigger acct the more $ I have to create new LPs. – Lisa Sanner
    • Budget should define breadth not depth, if budget is too small, narrow your focus and own it,positive returns beget more budget. – Chris Kostecki +
    • Depends on how tightly grouped your keywords/adgroups are. – Paul Broomfield
    • Ideally wouldn’t matter but bandwidth a factor. Need to prioritize testing what will bring you biggest bang for the buck. – Linda Delp
    • Also small budget for campaigns probably means small-to-no budget for lp development. – Amy Hoffman
    • More important for higher budgets (generally easier to get resources). – Jeremy J Brown (@JBGuru)

    Q7 Summary: It seems that the size of a PPC campaign should not matter when it comes to landing page testing. However anyone that has ever worked on a really small budget campaign might be able to attest to the fact that lower funded campaigns tend to be treated in terms of “this is the budget, it’s all you are going to get, now use it to generate ROI”. And there is usually not much left in the budget, if anything, for landing page testing on a campaign that has a combined sub-$1,000 monthly budget for traffic and management.

    Q8: What messaging do you put on your LP thank you pages to keep the lead/customer interested in your brand?

    • Encourage them to continue interaction with your social media “outposts”. – Dave Rosborough ++
    • Calls to become part of our social channels. We build communities from our leads. – Michelle Morgan
    • Thank you page is a great place for social icons. At that point it’s ok if they click off to your FB page. – Melissa Mackey +
    • TY page content should match the action just conducted – “ty for signing up for our newsletter”. Also social icons. – Andy Groller
    • Great place to offer secondary conversion options (newsletter sign ups, etc.) and/or upsells! – Crystal A +
    • If Lead Gen. then time to follow up, Social accounts, & restate contact info like email address & phone #. – James Svoboda
    • Sincere but brand consistent (fun, serious, charitable etc.) Make them feel as if they are now a part of the brand. – Amy Hoffman +
    • Great question. Keep it sticky. Other features on site, email newsletters, popular products. Social proof too. – Jeremy J Brown
    • Links to other resources, link to contact a representative, basically anything to further engage the lead. – Matt Umbro
    • Setting expectations for customer service as well. “We will be contacting you in X amount of time.” – Michelle Morgan +
    • For ecomm sites maybe a coupon to entice another purchase later on. – Matt Umbro +++++
    • Newsletter sign up form, social media links, whitepapers etc. – Paul broomfield
    • It all depends on the client or business case. Refer a friend,time limited upsell. – Lawrence Aaron
    • The thank you page is another selling opportunity. Especially important for first-time customers. Build that brand! – Jeremy J Brown
    • Thank you pages are places for your social media icons, promotions, other microconversions. – Mike Shollenberger+
    • Ensure them that they will get what they paid for/signed up for then use other channels (email remarketing) to re engage. – Chris Kostecki
    • Can also sell related/complimentary products. Amazon loves doing this. – Michelle Morgan
      • Also works for email newsletters, WPs – Jeremy J Brown

    Q8 Summary: Call-to-actions for secondary conversions such as newsletter sign ups, related product upsells, whitepaper downloads, social media icons, and coupons for return visits are all good examples of elements that can keep visitors engaged with your brand beyond the initial conversion visit.

    PPC Tip of the Week

    This week’s Clever and Insightful tip came to us from Lisa Sanne (@LisaSanner) of Point It Inc. in Seattle, WA:

    Sometime you can expect higher bounce rates. The key is optimizing your LP and account to REDUCE that BR over time.

    Lisa’s tip goes beyond just initial bounce rate. It also has to do with the entire outlook of Landing Pages. No matter how good your initial LPs are, there will undoubtedly be additional optimization and fine tuning that should be done over the page’s lifecycle to increase their conversion rates based on the data that your campaigns produce. As soon as you think they are good enough and stop tracking and improving, is when their results will start to decline, a competitor will improve theirs, and you will loose the competitive landing page advantage that you thought you had.

    ABAO – Always Be Analyzing & Optimizing.

    Additional Resources

  • www.sizepuppy.com – Crystal A (@CrystalA)
  • Adobe BrowserLab – Jessica Cameron Ruud (@Camruud)
  • Google Lab’s Browser Size – James Svoboda (@Realicity)
  • Should Your Paid Search Account Care About Bounce Rates? – Matt Umbro (@Matt_Umbro)
  • More PPCChats

    Don’t forget to stay tuned for the next #PPCchat on Tuesday at 12 noon Eastern, 9 am Pacific and 5pm in the UK. Same Chat time, same Chat channel.

    Chat Participants

    Check out the PPCChat Twitter list to see and connect with all current and prior participants.

    About the Author

    James Svoboda provides Pay Per Click Management at WebRanking.comThis is a guest post by James Svoboda, managing partner at WebRanking in Portland, OR, Sphinn Editor, infrequent search marketing blog author, SEM content hound, Tweeter @Realicity, and Co-Founder of MnSEM – the Minnesota Search Engine Marketing Association.

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