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Landing Page - PPC

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Landing Page - PPC Powered By Docstoc
					                Smart & Hard
                   work by
                 Florita Pinto




July 26, 2011                    Position2 Confidential
                                    www.position2.com     1
July 26, 2011   Position2 Confidential
                   www.position2.com     2
                  An active webpage where customers will 'land' when they click your ad. The
                  web address for this page is often called a 'destination URL' or click through
                  URL. (courtesy Google ad words)




                - is a single web page that appears in response to clicking on an advertisement.


July 26, 2011                                  Position2 Confidential
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                Which
                one??




July 26, 2011    Position2 Confidential
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         •      What does a USER want from your PAGE?                (Exact info!)
         •      Is your LP a Wagon Wheel or a Scary Ghost? ( Boooo!!)
         •      What should your Landing Page do?             (Sell your Product!!)


         GOAL
         •                   Convert site visitor into sale/lead.




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                                         Landing Page
                                           Structure




                Headline that            Subhead that
                                                                  Reinforce
                 addresses a               makes a
                                                                  credibility
                  problem                  promise




     Outline main           Facts over         Clear Call to
       benefits              Fiction              Action


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                       HEADLINE( Core keyword with /without image)




                BODY COPY(Related to your
                       headline)
                                                                      FORM
                                                               FILLS(Name,email,etc)


                     TESTIMONIALS                                       CTA



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July 26, 2011                            www.position2.com
                                                Headline




                Body

                                                 Form Fills



                                                 CTA


                                                 Testimonial



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   Headline for the
   tab
                                               Tabs




        Form Fills




                CTA



July 26, 2011         Position2 Confidential
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         1. Relevant and original content


                • What is the purpose of your site?

                                                 (It should be clear to users)

                • Is your content copied from other sites?

                                                 (It shouldn't be!)

                • Why would a user visit your page over a similar site?

                                                 (Your site should offer value for users)

                • What other additional products, features, or reviews can you offer?




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         2. Transparency


         •      Can the user easily learn more about your business
                                                       (i.e. about us, company      info, contact info).
         •      How does your site interact with a visitor's computer?
                                                      (it shouldn't download malware or collect
                sensitive information without a user's permission).
         •      Can users tell what they're getting (or giving you) when they click a download button
                or fill out a form?
         •      Is it clear to site visitors how you will use their personal information?




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         3.Navigability


                • If your page is conversion-focused, can the user easily access additional
                   information to learn more or answer questions?

                • Is it simple for the user to move around the site, and reach destination content
                   within a few clicks?



         Just Remember the KISS principle (Not too hard!!)




July 26, 2011                                   Position2 Confidential
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         •      Your landing page is the most likely funnel point to produce a conversion lift on your
                campaigns




         •      Here are some reasons why using landing pages to engage your paid search traffic
                will increase conversions:
          Message Match
          Subject Focus
               Storytelling

          Experimentation




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         •      Customer will typically spend 5 seconds on your page before deciding whether to
                stick around or not.
         •      By providing a very clear headline on your page that strongly matches your ad
                message you give people a sense of positive reinforcement – that they made a
                “good click”.




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         •      Your homepage probably communicates multiple messages, or shows multiple
                products.
         •      If you count the links on your homepage you might count 20-75 interaction points –
                this is focus dilution.
         •      A correctly designed landing page should have only one.


         LP- Storytelling
         •      Effective salespeople are good storytellers.
         •      Effective landing pages take an idea (the ad) and expand it into a clear and powerful
                motivational story.
         •      This is done through the implementation of persuasion design techniques.




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         •      Conversion isn’t about standards or best practices, it’s about experimentation and
                creativity.

         •      A landing page can use content in ways that breaks the structure or rules of your
                website (while still staying on brand).

         •      You can test many variations of message and layout by using standalone landing
                page without redesigning your website or seeking the consent of multiple
                departments.




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         •      Landing pages simplify and improve the PPC conversion.

         •      They do this by enabling more focused messaging which
                boosts your quality score and reduces your cost-per-click.

         •      At the same time they reduce the post ad-click bounce rate
                which improves conversions.




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Description: An active webpage where customers will 'land' when they click your ad.The web address for this page is often called a 'destination URL' or click through URL.