Winning Paid Search Landing Pages - SMX Stockholm 2012
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This document discusses best practices for creating winning paid search landing pages. It recommends testing landing pages through A/B testing to optimize elements like headlines, images, calls to action, and text content. Testing ads that direct to the landing pages is also important. Landing pages should meet visitor expectations and have relevant ads. Continuous testing and analysis of data and visitor behavior can lead to performance increases. The goal is to drive the desired conversions through the landing page.
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Winning Paid Search Landing Pages - SMX Stockholm 2012
- 1. Winning Paid Search Landing Pages
- 2. Rebecca Hansson? • CEO SESNordic • Working with SEM: SEO and PPC for about 10 years (I’m an oldie ) WEB: www.sesnordic.se MAIL: rebecca.hansson@sesnordic.se www.facebook.com/sesnordic and /rebecca.hansson.bergqvist @sesnordic Rebecca Hansson and sesnordic se.linkedin.com/in/hanssonrebecca www.slideshare.net/sesnordic Winning Paid Search Landing Pages
- 3. Just want to say • Everything I say is based on my experience • Some may have another opinion and there are a variety of opinions about what works or how things work Winning Paid Search Landing Pages
- 4. Paid search landing page? Winning Paid Search Landing Pages
- 5. What is a winning paid search landing page? • A page that converts in the way you want it to Downloads Calls Information Ads, affiliate Mail subscription Lead generation Support e-commerce Human contact Winning Paid Search Landing Pages
- 6. First of all Meet up to your visitors expectations! Winning Paid Search Landing Pages
- 7. First of all Create relevant Ads for specific landing pages! - Winning Paid Search Landing Pages
- 8. How to? * Relevant Ads for specific landing pages * Meet up to your visitors expectations * Think as your user * A/B Testings on landingpage * Test your ads for your landingpage * Analyze you data * Make the neccesary changes * Increase performance? Run another test Winning Paid Search Landing Pages
- 9. Testing testing testing… Do you have a test going on right now? Winning Paid Search Landing Pages
- 10. A/B Testing testing testing… Successful landing pages have gone through many rounds of testing and optimization Winning Paid Search Landing Pages
- 11. A/B Testing testing testing… What to test? 1. Headlines 2. Images 3. Call To Action and Forms 4. Text content 5. Social Winning Paid Search Landing Pages
- 12. A/B Testing testing testing… 13 % Winning Paid Search Landing Pages
- 13. A/B Testing testing testing… 34% http://www.abtests.com/ Winning Paid Search Landing Pages
- 14. A/B Testing testing testing… When testing landing pages remember to: Use rel ”canonical” Use 302 not (!) 301 Don’t forget the test is running and don’t run it to long Analyze your data and visitors behavior Winning Paid Search Landing Pages
- 15. Testing testing testing… Winning Paid Search Landing Pages
- 16. Ads Testing testing testing… More then one Ad in the same ad group Rotate the ads evenly Winning Paid Search Landing Pages
- 17. Ads Testing testing testing… More then one ad in the same ad group Winning Paid Search Landing Pages
- 18. Ads Testing testing testing… More then one ad in the same ad group Rotate the ads evenly Top Secure VPS Hosting Top Secure VPS Hosting Get your Own Top Secure VPS server Get your Own Top Secure VPS server in in 4 steps -Free try for 30 days! 4 easy steps -Free try for 30 days! www.website.se/landingpage www.website.se/landingpage CTR: 2,25 % CTR: 5,86 % Conversions: 6,60 % Conversions: 4,11 % Winning Paid Search Landing Pages
- 19. Ads Testing testing testing… ROI Top Secure VPS Hosting Top Secure VPS Hosting Get your Own Top Secure VPS server Get your Own Top Secure VPS server in in 4 steps -Free try for 30 days! 4 easy steps -Free try for 30 days! www.website.se/landingpage www.website.se/landingpage Winning Paid Search Landing Pages
- 20. Ads Testing testing testing… When testing your Ads remember: Not use ”optimize for clicks” Not test to many things in the same Ad Not to just look at CTR AdWords + Analytics = True Winning Paid Search Landing Pages
- 21. Winning Paid Search Landing Pages Sum up: Goals, Conversions Winning Paid Search Landing Pages
- 22. VÄLKOMMEN! Thanks! Rebecca Hansson Winning Paid Search Landing Pages