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From my experience, I’ve rarely had properly tested landing pages perform worse than direct linking. As a marketer, the biggest value add you can provide is creating a sales funnel that converts. For POF, you need to create the initial ad to hook your traffic, but the landing page is where you SELL.
However, if you get them looking at a landing page, and taking the time to READ through your landing page.
Some of this stuff should be common sense, but we all need a flick on the head and kick in the butt to remind ourselves once in a while.
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From a PPC Marketers perspective, Startups are looking for every  advantage they can find to help launch their product or service to their prospected audiences. In this post, I will discuss a few reasons why having a PPC Marketing Consultant at the disposal of a VC can be a pretty good decision. Today where new companies are spurting up all over the world and advertising budgets are usually at a minimum, PPC Marketing can make a difference. In some cases, a VC's portfolio company might be in need of some "new and fresh" ideas of an outside consultant in order to "kick start" revenue growth. Perhaps, those companies who already have "in-house" staff that would not need to hire a Full-Time Consultant, but need an expert to come in and evaluate everything could be a very "cost effective" solution. For a Venture Capital Firm, whose main interest is to make sure their portfolio companies are profitable and continuously growing, having an experience PPC Marketer at their disposal is "no-brainer". When thinking about starting your own business there are many things that you need to consider and choosing online tools are often one of the last things to consider. One of the biggest influences in starting your own business is not a big advertising budget, but testimonials and referrals from past clients or colleagues. There are many weapons of choice in PPC Marketing, but try and stay focused not only on budget but also what you need to on-board and keep a client happy.
When it comes to starting your own PPC Marketing Consulting Business, it's important to leverage your strengths, learn from past client experiences and above all else be transparent.
Case Studies have always been the best propaganda tool put out by the advertising platforms in order to stimulate interest and convince advertisers to start spending Ad dollars with them. There has been this _"soft, fuzzy" Aura_ that all interactions within Social Media platforms will eventually lead to a customer later in the cycle. All online advertisers need to realize that Social Media (even though cool and popular) is not the same as PPC Marketing.
Don't get me wrong, Internet Marketing Conferences are a "No-Brainer" to attend whether your a newbie or seasoned professional. Ahh, ever feel like you have signed up for a gazillion different services that offered free trials and not sure which ones to use? SOLUTION: Before you signup with anyone, don't focus on the Free Trial, or the awesome "swag" you received from the conference. Case Studies are a great source for understanding the successes of a particular experience that allow the reader to adapt to new ideas and strategies. If you are a Startup that needs "Big Agency Results" from a small budget, hiring a larger agency is not exactly the best alternative. I have seen too many times when Startups spent too much too early and it completely ruins their chances for sustainable growth. I know it's important to get as much feedback as possible when starting or launching a new company, however getting advice from people who think they know PPC Marketing because they read an article or attended a conference can be a slippery slope. SOLUTION: Soak up all of the feedback you can get and label these new ideas as "TEST" Campaigns and analyse the heck out of them. How many times have you seen Marketing Directors simply create excel formulas which magically forecast the future of online marketing revenue based on a single monetary amount. Since starting my PPC Marketing Firm back in 2008, many of my clients have been start ups which needed "Big Agency Results" from a small, boutique firm. It's no surprise that eBay's Profits were damaged by the Google Panda 4.0 Algorithm Update where they lost an estimated 80% of it's search listings. Since eBay has lost revenue to Google Panda, they are opening doors to force advertisers to pay their way to the top.
In a recent article in the Inside Adwords Blog, entitled "Charge up your phones with call-only campaigns" Google rolled out "CALL-ONLY" campaigns where advertisers can have their text ads just show a phone number, short description and a call button.
Well, the first thing to optimize is the CTA (Call-to-action) for this, as we already know consumers will make a phone call and not click. There is a quote from one of my favorite movies that truly struck a cord with me through the years and it's never been more relevant now with regards to PPC Advertising on Social media platforms such as Twitter Ads and Facebook Ads. Back in 2005, when I was managing the PPC Strategy for an Automotive Catalog Company, I relied on Google and Yahoo to compliment a TV Show on the SpikeTV Network which was promoting the products from the Catalog. In order to maximize this strategy, here are a few things that need to be addressed before the advertiser spends a penny. Today, our population lives in a seamless world of receiving information from smartphones, tablets and computers. Ahh, remember the days when It was just Google Search, Yahoo Search and Bing Ads were the only platforms that Search Marketers had to worry about? Remember the old saying _"Fish where the Fish are"?_, well that is an understatement these days.
Alright, it's quite obvious that these INSURANCE COMPANIES are spending tons of money on these very entertaining TV commercials and we can all agree that they have succeeded in cementing their brands into our subconsciousness.
This chart tells us many different stories on the evolution of how these companies expanded their PPC visibility over time. Based on this chart, it's obvious why Statefarm is not spending as much as Geico on PPC because they are dominating in Organic Search. Typically, it has been the 3rd party software companies that provided BID MANAGEMENT SOLUTIONS for Adwords and Bing Ads platforms. Another concern about Google's new Bidding Guide is their contradiction to the Quality Score Model which they have evangelized for years to advertisers. In this 11-part course landing page expert Oli Gardner and 10 renowned conversion rate optimization experts (including Rand Fishkin, Peep Laja, Michael Aagaard, Copyblogger, Hubspot and more), will walk you through how to create high-converting landing pages. A landing page can be any page that someone lands on after clicking on an online marketing call-to-action. This creates the need for two types of landing page – a lead generation page and a click-through page. Once you have a lead’s permission, you then try to convert them into a customer by combining the two most powerful 1-to-1 communication tools a marketer has – email and landing pages.
Click-through pages (sometimes called jump pages) are designed as a conduit between a marketing ad and it’s final destination. Commonly used for ecommerce, click-through pages provide enough information to inform the buyer, making them ready to purchase, before pushing them further down the funnel – probably to a shopping cart or checkout. Landing pages live separately from your website and are designed to only receive campaign traffic. If we look at an example of a WebTrends landing page, which is focused entirely on a single campaign objective, you’ll notice that it has only one call-to-action. It’s immediately clear what you are supposed to do on this page, complete the form to download the data sheet.
Landing pages should have all navigation and extra links removed so there is only a single action for your visitors to take. With 50 links on your homepage, your attention ratio is 2% – compared to 100% with a single CTA. Webinar registration for live online sessions, often with Q&A with experts and special guest presenters. Or any of the lead capture uses listed above, if you want to use an introductory page before sending them on to the landing page with your lead gen form.
Most visitors are impatient and will leave your page within a few seconds of arrival if you don’t reinforce their intent with a matching headline and purpose (quickly and clearly). By ensuring a strong message match, you are letting the visitor know that they made a “good click”.
A weak message match will result in a higher bounce rate and thus a drop in conversion rate.
Not only is the copy perfectly matched here, but there is also a very strong “design match”, where the visual treatment of the landing page has been incorporated into the banner, helping to further reinforce the connection between banner and landing page. Conversion scent, or information scent, is another way of describing the connection between your source ad and your landing page. Maintaining the information scent from ad to landing page is a critical factor for conversions.
The more contextually related your page headlines are to the calls-to-action people clicked on, the more likely those prospects are to make the connection that your landing page is for them.
To round out the first day of the course, we’ve got a video for you so you can observe just how bad message match can be.
Conversion rate optimization (CRO) is the process of optimizing your sponsored search ads, landing pages, and overall website design to raise your conversion rate. Conversion rates can vary widely depending on your industry and business model, but regardless, everybody wants a better one!
Naturally, even if your conversion rate is average for your vertical, a higher conversion rate is better for business.
Conversion rate optimization requires time and resources and, if you're doing it right, testing. When you start thinking about conversion rate optimization, it's tempting to fiddle around with buttons and forms and other low-in-the-funnel design elements that might make or break the sale.
With search marketing, increasing your qualified traffic is a matter of bidding on and optimizing for the right keywords.
Better keyword traffic data means you can make better decisions about your website and ad copy and better target the right customers.
Effectively grouping and organizing your keywords can have powerful effects at every level of your search marketing results, from SEO to PPC to CRO.
The quality of your individual landing pages can also have a dramatic effect on conversion rates. Compelling headline – Create a striking headline that is relevant to your PPC keyword and compels prospective clients to remain on the page to fulfill your desired action. Eye-catching, clickable call-to-action (CTA) – Make sure your CTA button stands out visually, appears clickable and uses short, gain-focused text. User-friendly lead capture form – A good form includes all the fields needed to fulfill your offer, but not so many that prospective clients are visually overwhelmed. Attractive overall design – Landing pages should be clean and uncluttered, which conveys both trustworthiness and professionalism to prospective clients.  Design should also be consistent with your brand in order to prevent a disjointed browsing experience for visitors. Adhering to these best practices will keep your landing pages relevant and high-quality, which will lead to a valuable boost in both CRO and Quality Score. You should know your KBR and follow requirements before you begin designing your landing page. Once you have the requirements of your landing page figured out, it is time to consider (and re-consider) the design of your landing page. Reasonable header – Your header should not take up even close to a quarter of your landing page above the fold. The Internet is continually updating and improving, and your landing page should be doing the same. And it really does depend on the complexity of your offer and about a billion other factors. Crafting concise copy is tough, so it’s only natural that many landing pages contain too many details. Including too much irrelevant info on your landing pages is dangerous because it dilutes your message, overwhelms visitors and hurts your conversion rate. You can often recognize a page suffering from information overload because it’ll use external links to direct visitors to even more info (oof!). The page contains more than one offer — meaning it’s not really operating as a true landing page with only one CTA).
To help illustrate how a good page and good intentions can become a victim to excess copy, let’s take a look at a real example.
The page’s CTA prompts visitors for their email address in exchange for an access code to the invite-only food service.
But this page has limited conversion potential because it includes so much unnecessary info. Moreover, the curators of the service are featured on the page using external links to their social profiles. Pro tip: Info overload is often a result of skipping the copy development phase in a rush to build a page. High-converting landing pages often follow a logical sequence of info that’s designed to persuade. While the Art & Victus’ example landing page is packed with seemingly random details on the monthly food themes, their food charity and even their reward points, these details don’t directly contribute to a visitor’s decision to want to sign up to receive a subscription box.
When creating copy for your pages, consider the questions your potential customers will ask and the order they might ask those questions in. If a piece of info is directly relevant to your CTA – explaining the offer, or how to claim your offer – it’s need-to-know info. It’s helpful to rank each piece of copy’s direct relevance to your CTA (like we’ve done below) as a means of deciding where it should be placed in the visual design of your page. The more relevant something is to your CTA, the closer it should appear to the top of the linear design of your landing page.
On the example page shown above, Art & Victus had a lot of nice-to-know info they wanted to convey, like their reward points, the custom guide included in the box to help you learn about the food, profiles of the individuals preparing the boxes and more. Lightboxes are modal windows that open over a landing page, filling the screen and dimming the content behind.
Lightboxes help you add nice-to-know details onto your landing pages (like speaker bios, featured products, your privacy policy or terms of service), all the while keeping your audience’s focus on your CTA.
Art & Victus could make their landing page offer more clear by using lightboxes to feature their nice-to-know information. Feature the curators’ profiles for those interested (instead of linking out to external profiles and losing potential subscribers).
Each lightbox would be triggered by visitors who want or need extra info before they convert (some will, some won’t), and would help to break up the massive paragraphs on the page.
Speaker bios: Include details about your keynotes or location in a lightbox so visitors don’t navigate away from a potential ticket purchase.
Lead gen forms – It’s a fairly popular marketing trend to include your contact form for a call to action in a lightbox. Start by reviewing your existing landing pages to see where they might be suffering from info overload. Remember to check if you’re linking out to external pages — this is a sure sign that you’re confusing need-to-know and nice-to-know information.
Start making the distinction between these two info types for your audience, organizing your page with a better information hierarchy, and you’ll have a more streamlined message and more conversions in no time.
I’d sneak it out and take photos of the dog, the sky and even take photos of photos — this was in the days of film, when every photo was precious. I continued taking photos all the way through university and later, ended up being a paid photographer for Airbnb. The giddy feeling I remember feeling while stealing my mom’s camera came back to me when I heard Instagram was available to marketers.
With 400 million active users spending over 21 minutes a day on the platform, Instagram is an opportunity that performance marketers can’t ignore.
The key to figuring out how to market on Instagram effectively is to understand that Instagram is a mobile tool and that people have different behaviors, expectations and needs when they’re in the mobile environment.
We combed through hundreds of Instagram ad examples and examined what works and what doesn’t so you can begin your next Instagram campaign on the right track. People have short attention spans — and there’s nothing more distracting than a mobile phone. Your ad is competing for attention against other Instagram accounts as well as every other app on your prospect’s phone. If you’re looking to generate leads from your ad, provide an opt-in form that’s easy to read and simple to fill out.
An added bonus is that the entire landing page fills my screen, which means there’s no need to scroll and I can keep multitasking while sharing my information.
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Foundr magazine is a digital publication for entrepreneurs that curates insightful interviews, case studies and ebooks.
Using a responsive landing page goes beyond having a page that scales to fit the device; it’s about creating a truly frictionless experience.
Photoshelter is a marketplace that provides cloud storage, website templates, business guides and more for photographers.
After bumping into a few people on the street, I finally landed on the “Start Free Trial” section at the bottom of the page. This landing page scales to fit the screen, but it creates friction when it assumes the prospect will sign up using the first CTA button presented. Making them scroll to the bottom of your page feels like an unusual form of punishment for a someone that liked your product enough to click, doesn’t it?
Using GIFs is a cool way to attract attention but it was a poor way to communicate the value proposition of the ad. Besides the lack of clarity from ad to landing page, this page was so long and robust that my phone couldn’t handle it.
I loved this experience so much that I shared this ad with friends that are in the process of moving. Images and videos are what Instagram is all about, so make sure they not only stand on their own, but that they stand out from the crowd, too.
But when I click through, my excitement vanishes – and is replaced with insurance forms.
I get that insurance is a highly regulated industry, but some sense of continuity would be great here.
As a prospect I was compelled to click because of the image of cars and the associated monthly ticket price was attractive, but now I find myself on a lead gen form for car loans.
Thinking about clarity is important when designing a campaign; without it, you may end up with leads that aren’t worth the cost. The core elements that make up an Instagram campaign are the same as any other social ad campaign — the main difference is that the entire experience, from start to finish, is mobile.
A great Instagram campaign needs to provide a great mobile experience by using mobile forms, responsive landing pages, unique creative and above all, clarity. When you’re designing an Instagram ad campaign, make sure your landing page is responsive.
But as time goes by, you notice that you’re getting a high number of clicks but only a small number of conversions. There are many factors that can increase Facebook ad conversion rates, but at the end of the day, running a successful Facebook ad campaign is not just about creating click-worthy ads. After the click, leads need to land on a dedicated landing page that clearly outlines what your ad promised. Each critique will offer you a few basic tips that can help drive down Facebook ad costs all while giving leads the confidence they need to convert.
The ad mentioned a free Adobe Illustrator class, but it took some time for me to notice that the video at the top is about the class in question.
The eye-catching image used in the ad isn’t represented on the page I landed on — not even in the video still.


At first glance, it seems that there is no call to action button or banner that shows people can they sign up for the limited time offer from the ad. This Facebook ad leads to a webpage with lots of video, tabs and reviews — in other words, there is no dedicated landing page with a single goal. CoPromote provides content creators with a way to grow their audience by cross-promoting each other’s work. And as connoisseurs of content, they sure know how to attract attention with their Facebook ads. The in-app Facebook landing page could work, if only it elaborated on the messaging from the ad.
There is nothing about the landing page that matches visually with the ad that brought you there.
While the in-app Facebook landing page keeps people on the same page and has a singular goal, there are still so many places people can click to distract them from the main goal of “Join Now.” Especially if they are simultaneously being retargeted in the sidebar by other brands.
Especially if you haven’t eaten recently, the crisp image of the pizza is the first thing to grab your attention. Though the CTA is bold and clear, there are a few clickable URLs on the page that could serve as conversion leaks. As the second largest discount retailer, Target shares weekly deals on Facebook to entice you to buy. The ad design is minimalist, with hero shots of nice-looking people who are smiling (I’m assuming) because they’re loving those comfy sweaters. There are so many numbers detailing different price points that it’s easy to forgot about the 50% deal. There are so many places for me to click on this brochure-page I don’t know where to start. MetLife has used Peanuts characters as part of their marketing for many years, whether in television or printed ads. While the image of the car certainly relates to the auto insurance mentioned in the ad, the drastically different imagery creates a jarring experience for visitors. This Facebook ad is meant to attract recruiters and HR professionals to Glassdoor’s Annual Employer Branding Summit in San Francisco.
While the event registration page does a great job of incorporating social proof by flaunting their speakers, it falls short on selling the benefits of attending the conference.
Growth Geeks is a marketplace for gaining access to professionals services in topics such as growth hacking, performance marketing, social media and more. Their ad below flaunts one of their professionals: a “growth geek” named Vincent who can be hired on the site for help with Facebook ads.
Once you click through, you’re taken to a catch-all page where you won’t learn more about Vincent or even other Facebook ad experts.
Udemy is an online educational marketplace that provides over 30,000 courses on a variety of topics from coding to productivity. The copy for Udemy’s ad below is a bit of a mouthful, with a lot of technical information packed into a single ad. The “Take this course” CTA button is off to the right and easy to miss, especially next to the large video still. So we’ve seen a ton of facebook ad campaign examples that leave much to be desired — but what does a successful Facebook ad campaign look like? One of the best examples out of the 50 plus examples I looked at was from Hired: a job marketplace for sales professionals. Their ads use an eye-catching green that contrasts well will Facebook’s classic blue and white. They use much of the same language from their ad on their landing page, though they may want to test matching their headline from their ad exactly with that of their landing page. The color palette from their ad carries across to their landing page, with an eye-popping CTA button in that familiar bright green. All of the call to action buttons on their landing page have one goal: to get leads to sign up.
We don’t have access to these companies’ stats or conversion rate data — these ad campaigns may have actually produced significant results. When your Facebook ad is disconnected from the corresponding landing page, you create poor experiences for them.
But what if there was a formula you could follow to piece together a compelling narrative that’s sure to resonate with your ideal customer? In our latest Unwebinar, expert copywriter and Write With Influence founder Amy Harrison shared three easy-to-follow-but-super-effective formulas for piecing together a captivating story on your landing page.
Watch the webinar recording here, or keep reading for a summary of three new formulas for your landing page copywriting toolbox. Even for verticals like real estate where offerings are similar across competitors, you can still stand out by telling a different story.
The table above allows you to break down each of your product or service’s features, along with all the ways it impacts your customers: results, opportunities, problems solved and emotional benefits. Amy explained that while you might have similar features to your competitors, laying out all the key elements of your product or service like this allows you to reveal unique elements that you can highlight in your landing page copy.
Instead of coming up with a headline out of thin air, we’re taking a couple of steps to highlight things that you know are important to your customer. In other words, instead of having to write headlines based on everything you know about your product, you can craft it out of a few key pieces. Her headlines are targeted to a customer’s interest, which helps the headline sound unique by striking to the heart of what the customer wants. If you want prospects to believe that you have the solution to their problem, then you need to show them that you understand that problem to begin with. Show prospects that you have a super intimate understanding of their problem, which makes them more likely to be receptive of your solution. The issue with the excerpt above is that it leads with the solution without first identifying with the visitor’s symptoms.
This copy highlights a specific symptom that will get prospects nodding their head “yes” and feeling like this firm understands their problem and is uniquely qualified to offer a solution.
Showing this depth of understanding demonstrates to prospects that you understand where you’re coming from — and it paints you as an expert. As much as you want to show prospects that you understand how their problem impacts their life now, you also want to paint a picture of how things could be with the help of your solution.
Features are hard facts about your service of product, whereas Results and Emotion are the benefits it brings prospects. An Impact Table gives you an at-a-glance view of the transformation you provide to customers – while showing how you do it. Here’s the Impact Table in action, using an example of a conference company that holds many conferences each year. Using the Impact Table ensures that you write landing page copy that speaks to the things that customers are truly interested in. Most authors won’t sit down to write a story without having some vision of the beginning, middle and end. Landing pages are so effective for lead generation because they eliminate all of the distractions of a typical website — navigation, social sharing, and any links that do anything other than convert. But the unique talents of a landing page aren’t just useful for selling products or generating leads.
In this post, we’ll go over some unusual landing page use cases along with examples for each. Here at Unbounce, we (of course) use landing pages for all our events, be they for our employees or open to the public. Unlike simply adding a page about the event to your website, a landing page has no conversion leaks.
We used the built-in form to collect RSVPs, along with information on dietary restrictions and additional guests. Because this page was meant for our own employees, we felt okay with sacrificing a bit of clarity for the sake of surprise and delight.
One notable difference on this page is that rather than collect RSVPs through Unbounce’s built-in forms, we opted to distribute tickets via Eventbrite instead. Thankfully, you don’t have to pick between having a landing page and using Eventbrite’s ticketing: all you need to do is insert Eventbrite’s embed code into your landing page and visitors will be able to book their tickets directly on the page.
It also tells a lot more, with listings for nearby restaurants, attractions and places to stay. Asking applicants to throw out their resume and do something new from scratch gives us the opportunity to ask our own kinds of questions and thus determine fit for the role, rather than basing our decision primarily on prior experience. Just like with events, the inherently freeform nature of landing pages allows applicants to show the information they feel is important.
One applicant even ran a Facebook advertising campaign targeting a list of 20 Unbounce employee email addresses. Interviews are awarded, then, not on the stature of one’s resume, but by the real-world demonstration of one’s skills and dedication.
Job applicants aren’t the only people who’ve used retargeting to get the Unbounce team’s attention. Considering we ran it, you’ve probably already guessed the gist of the contest: create an awesome landing page convincing us that you’re the one to send to the Call to Action Conference.
Remember, building these pages is so easy that applicants who’ve never built one before are still able to do a great job of it. A blog post presented the contest and laid out the full details, but entrants were directed to a landing page that focused on the rules and entry process.
Who hasn’t spent an afternoon feverishly refreshing Twitter for updates on the latest gadget, the newest software, the super-cool conference that’s happening right now? Liveblogging is a powerful content format that can bring you a ton of attention, but where do you liveblog? Thankfully, there’s a pretty simple way to set up your own liveblog on your own page, by combining your landing page with Google Docs.
The part that you can most effectuate this is through landing pages, particularly because you can create landing pages that cater to specific niches and play specific angles to sell to targeted traffic.
True, Mate1, etc.) and trying to sell them to niche demographics, then a landing page is an absolute requirement to do some intermediate selling. Ads that seem like they use some mashed up copy taken out of a book but do not attack the user’s attention are a sure sign of a newbie marketer.
You need it to bridge the gap between your ad and your hook to the page where you get them fill out their personal information. However, they have to be careful no to "bet the farm" too early especially when VENTURE CAPITAL FIRMS are investing.  With all of the popular marketing tactics of growth hacking and social media being forged into the generalized marketing strategy, its important not to lose focus on the basics.
Having a PPC Marketer available_ (of course with a solid reputation and a high level of past successes)_ can take the ease off of everyone, because it eliminates all of the pain of vetting out different vendors and references, etc… so they make a smart decision on who to hire. However, I have learned over the years that software that contains the latest "bells and whistles" will not make you a better marketer. This is especially true during the on-boarding process where the client would be inclined to feel more comfortable with someone who is already familiar with their particular industry. These bad experiences range from (1) "too good to be true" expectations (2) Inaccurate Ad dollar allocation (3) Poor reporting and analysis. Here are some 3rd party companies that I highly recommend in order to stay competitive and keep your clients happy.
We need to connect the dots of all sources and identify (1)what worked, (2)what didn't worked (3)why didn't work and (4)what to try next. In some instances, there are obvious benefits of using these platforms (if used correctly).
Unfortunately, this "fuzziness" has made its way into PPC and advertisers must realize (or remember) that PPC is a little more hardcore than that.
PPC is a different monster and it's very deceptive for Google to have performance  metrics such as "Interactions" and "Interaction Rates" as options in their reporting columns, when all they are, are traditional clicks.
When launching a new Startup Company everyone involved is excited and eager to start building their empire. However, entrepreneurs that are new to this space can easily feel overwhelmed with everything from SEO, PPC, Landing Pages, Social Media, Pay-Per Call Services, Analytics, Automation, etc…. Once that has been established, then "fine-tune" your Advertising and Social Media Strategy. Well, that's not only confusing, but also detrimental to making progress on what matter most: Generating Revenue.
However, you need to be careful not put to put too much emphasis on the successes of these studies because of the substantiated factors which often lead inaccuracy.
Often, these studies are done by a small group of people which may have biased opinions based on data collected. Selling a product or service requires as much research as possible before advertising dollars are spent. They are also in a position to find many lucrative ways to get you to spend money with them. Understanding and implementing good Quality Score (which is essentially relevancy from the Keyword Level all the way to the Landing Page).
For example, you will need and probably be expecting a daily and sometimes hourly communication within the first couple months of the relationship.
Too many times, outside influence from the top of the corporate chain which trumps those who are experts in their field often leads to failure because they do not understand the online searching behaviors of consumers.
However, eBay has opened the door to "Black Hat" type practices that force Sellers to spend money on "FAKE Stats" in order to get better visibility. In addition, shoppers on eBay are naturally attracted to listings that have many watchers and views, often believing that popularity indicates a sought-after item that they should be looking at too._ " So now, there are companies which allow Sellers to BUY WATCHERS AND VIEWS in order to help their eBay Rank.
However, according to some online forums, the sellers are sounding off on this dirty practice. Just like Link Buying in the 2000's, companies are finding ways to make money off of "holes in algorithms" and the only people who suffers are the advertisers.
In this day and age, it makes complete sense, however one has to wonder if this new option has _ANYTHING TO DO WITH DRIVERS WHO CONTINUE TO LOOK AT THEIR PHONE WHILE DRIVI_NG. So, in order to do this effectively, these ads need to cater to mobile users who are planning to make a call. To help you find your campaign later, you might want to indicate in the name that this is a call-only. I actually won the 2008 Semmy Award for this article entitled "Optimizing Paid Search & Landing Pages for TV, Radio and Print Advertising" where I highlight the importance of "bridging the gap" between online and offline media so that the user experience is seamless. Furthermore, it is these same devices in which people are making decisions and are engaging in impulse buying behaviors that all advertisers need to be following. Remember the catastrophic disaster of importing Google Search campaigns into Yahoo Search via failed spreadsheets?
Today, there are many different oceans, lakes and ponds that we need to be fishing in, if we want to capture everyone online. However, I was interested in seeing how these companies compared in the PPC World and what I found was pretty surprising.
Statefarm provides the largest amount of keywords, while Geico and Progressive are similar. But, the biggest takeaway for me is the GEICO dominance in PPC Spend starting in January of 2013 and ending on June 2014.
What's most interesting _(as in other charts above)_ is the strong push in June 2014, especially for Statefarm. However, Google is pushing their own "new and improved" best practices guide to try and help advertisers get the most of their strategies (or in other words) their budgets. The course includes step-by-step instructional videos so you can follow along, creating your own landing pages as you go.
In essence it floats alone, only accessible from the link you’re providing in your marketing content (the call-to-action in an email for example). Videos or product images paired with a description and product benefits help to persuade the visitor to click the call-to-action. As we’ll see, this separation allows them to be focused on a single objective and makes analytics, reporting & testing a simpler task.
It speaks to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site. Each link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate. Message match is the ability of your landing page to reinforce the messaging presented on the link that was clicked to reach the page. The scent begins when the ad is seen, and is maintained or ended when the visitor sees your landing page (depending on how strong your message match is).
A great way to ensure your message match is strong is to write your ad CTA on a piece of paper and your landing page headline on another piece of paper underneath. In other words, the goal is for the highest possible percentage of visitors to your site to convert, or complete your desired action. Nonetheless, it's more than worth your while to familiarize yourself with the basic principles of website conversion optimization, so you can maximize the chances that a potential customer who arrives at your site from a search engine becomes a qualified lead or a paying customer. All the better if you're targeting high-intent mid-tail and long-tail keywords that indicate a searcher who is late in the buying cycle, as those consumers are more likely to convert.
Your landing page should deliver on the promise of your ad (the call to action) and make it easy for the searcher to complete that action, be it signing up for a newsletter, downloading a white paper or making a purchase.
They also have a positive impact on your Quality Score, which lowers your overall cost per action. Think about it – a prospective client stumbles across your page as the result of a specific search query. Think carefully about what information is truly necessary to capture as you build your form. Try out WordStream’s free Landing Page Grader to see if your AdWords landing pages are optimized for conversions.
This is done not only by visiting the landing page and completing the conversion process through the perspective of your different customer persona’s, but by also by doing a deep dive into the analytics. If your visitors are slammed with excess copy, they can’t quickly determine what you’re offering, identify whether they want your offer or convert with your (buried) CTA.
Using links this way directs your visitors away from your page and, once visitors navigate elsewhere, you’ve lost a conversion opportunity. Imagine if Adobe made a landing page for Photoshop and used just one page to appeal to designers, publishing houses, design schools and potential employees.
Is your copy trying to appeal to customers in the discovery phase (those who are encountering your product or service for the very first time), or leads in the evaluation stage (determining if they want to purchase from you or a competitor)? Sometimes offers are complex or high-commitment (like a conference ticket purchase) and you need to include fine details. Large paragraphs of text are overwhelming and people don’t read web pages like they do books. Decluttering the page to display absolutely needed info more prominently would help this brand prompt a desire for their subscription service and hopefully increase this page’s conversion rate. The hierarchy is based on answers your target audience need to know to evaluate the offer on a base level, and these answers are provided in order of their importance (or relevance to the call to action). You can choose to include it on your pages if you believe visitors need pricing information to convert.
They allow you to prominently display content requested by your page visitor (your visitors click a button to prompt them). By designing your page with these in mind, you can include information a visitor would otherwise have to navigate away from your page to find.
This tactic takes advantage of buyer psychology by empowering your visitor to decide when they’re ready to fill out your form. Of course, she’d get mad when odd photos would pop up between shots of birthdays and family outings.


In some ways Instagram has replaced that old Kodak, except the stakes are much higher than a spoiled roll of film. The title of the ebook, “How to Convert Your Followers Into Dollars,” is included on both the ad and the landing page copy. They’re hard to navigate, they usually don’t render, and they make me want to tear my hair out. So, I kept scrolling because I wanted to know more about the features and benefits offered. Their CTA said learn more but there were no other places on their landing page that invited me to actually learn more. A responsive landing page makes sure the elements on the page support the CTA and don’t distract from it.
With this Instagram ad campaign they are introducing Canadians to their new Canvas Lighting Collection. Canadian Tire used carousel ads to showcase their new collection of lamps in different settings. The page loaded fast, was fully responsive and it also expanded on the story introduced in the ads. Amazingly, Canadian Tire, an old retail store my mother used to bring me to, gave me a reason to want to shop more. Make sure to test things like video length, sound and format, and whether landscape or square video works best. Andy Boy has dedicated an entire account to it, and created an eye-catching and mouth-watering Instagram campaign around broccoli rabe (also known as rapini). I never thought I’d say this, but this was the most action-packed broccoli ad I’ve ever seen. Not only did I learn about the health benefits of broccoli rabe, but the landing page was filled with recipes, each of them enticing me to learn more.
Simplicity and clarity are key elements in the Instagram environment that should be defining principles when you’re building your next Instagram ad campaign. Your landing page needs to deliver on what your ad promised, by matching the design and copy in your ad and giving the people what they came for in a clear, frictionless way. It’s what will ensure that prospects don’t become anxious and leave your landing page. There may be a wee bit of design match with some of the colors of the typeface on the ads and the CTAs on the landing page, but there is very little message match from the ad to the landing page. Matching the text over the images with the headline on the landing page would be a great start. Giving up my name and email address seems like a lot of commitment with little explanation. The lack of design match makes me question what I’m signing up to and reduces the sense of clarity I had before I clicked the ad.
Otherwise, you leave them feeling as though they’ve made a “bad click” and have wound up in the wrong place.
We’ve trawled the internet and looked at over 50 different Facebook ad campaign examples, from the ad to their corresponding landing pages.
The design and copy are drastically different, leading me to believe that I made a “bad” click. That’s poor message match — a headline reassuring me that I’m in the right place (by borrowing copy from the ad) would go a long way.
Better design match — the measure of how closely the design of a landing page matches the ad that brought visitors there —  would create a better experience for prospects and probably increase conversions down the line, too. Their clever ads — a self-assured cow riding shotgun with a dolphin and a photo of Pitbull superimposed with an impressive stat — are sure to stand out from the usual news feed noise.
Ads have limited real estate and require you to be concise — but the corresponding landing page has extra space and should be used to clarify the offer, elaborate on benefits and squash doubts leads might have about joining. This ad, specifically, offers 50% off your next order when you use your Visa card at the checkout.
It’s a smooth trajectory: you’ve clicked on a pizza deal and ended up on with a pizza deal. The main offer is subtly buried in a wall of text or on the photo when it should be front and center in a headline. Although the weekly deals may apply to more items than the sweaters, I really did expect to see more sweaters since it’s what the Facebook ad alluded to. With a 12:1 attention ratio, I could spend hours clicking — but I’m much more likely to get overwhelmed and bounce. Subtle differences like “car insurance” instead of “auto insurance” create cognitive dissonance and create doubt in the mind of prospects.
Especially for such a large ticket item, an agenda overview isn’t enough to communicate to prospects why they should attend. Instead, you get a promo video and a massive, overwhelming list of other professionals providing different services. It might be worth testing a contrasting color — this blue is similar enough to Facebook blue that it could potentially blend into the newsfeed. While they do a good job of speaking to benefits and setting expectations, it might be worth testing against a shorter page with a selection of chapters. It might be worth testing placing some ratings up top, closer to the CTA, for prospects who will never scroll all the way down. Using a similar still in the video on the landing page could be a smart way to recall the Facebook ad. Let’s have a look at a company that is leading with clarity in their ads and landing pages.
Some offers are more complex or higher commitment, and may require longer landing pages to really make the sale. That said, there are a few hyperlinks on this page and Hired may want to test removing them to see if that helps focus attention.
Continue the conversation from your ad to your landing page, and keep prospects focused on the singular goal of your campaign. That they stand alone from a larger website and are designed solely to draw attention to a single goal make them well-suited for all kinds of projects, both personal and professional. Landing pages are a great fit for events because they let us collect RSVPs on the same page we use to market the event. Prospective attendees can come to the page, learn about the event, and convert without getting lost.
This is, crucially, a separate boat party from the one where we crashed a drone into the river.
Eventbrite is a great tool for event ticketing, but the level of customization offered by their event pages is extremely limited. The Couple’s.co, a wedding design firm run by Unbounce product designer Vivi, custom-crafts wedding landing pages that do more than just tell you when and where to be. While weddings are all about the lucky couple, it’s nice to see some consideration for those who are traveling from far away!
You can design them how you want, prioritize the content that’s most valuable to prospective attendees, and collect RSVPs and information in whatever way is most valuable to you. Instead, we ask them to build a landing page telling us about themselves and their inspirations. Most cover letters, for example, don’t include screenshots of Google Analytics, nor do they off-handedly mention an ebook produced about staying fit while sitting inside of a tractor. And we’re not alone: HR and payroll startup PaySavvy is also asking applicants to build an Unbounce landing page for their application. The same thing happened in a contest we ran to give away tickets to Call to Action Conference 2015.
Because of the drag-and-drop nature of Unbounce, it’s not much harder than designing a nice slideshow presentation. Of course, you could do your liveblogging on Twitter… where you’re limited to 130 characters per post. Typically, an advertiser’s expertise is in their product and niche industry, which is the precise reason why they are paying you to generate leads for them. So, to become a marketing force to be reckoned with, you absolutely cannot avoid the landing page. I mean think about what that really takes: to have a people fill out multiple fields of information about themselves on a consistent basis. Then it comes down to whether they’re interested in taking a chance with their information.
With that said,  one of the fastest ways to gauge a businesses prospected audience and "move the needle" is with intelligent Pay-Per-Click Marketing.
In fact, in many instances, success is based on fundamental principles of Strategy, Execution, Analysis, Storytelling and most importantly Expectations. Not only would it be easier for Strategy, but also for Storytelling and ongoing Optimization. Has Social Media created a new landscape for PPC where basic metrics such as clicks are now being labeled as interactions and we are now forced to downplay standard conversions? Furthermore, with all of this data-mining going on, we still need to focus on the biggest metric of all: $$$ Revenue $$$. However, one must remember that no one is going to put out a Case Study that shows a "bad experience" and that often times, these documents manipulate the data in their favor. However, many times entrepreneurs get "overwhelmed" when reading blogs or attending marketing conferences which are pushing the latest and greatest in online tools and gadgets that will promise them instant success.
Remember, your in Startup Mode and need to squeeze as much as you can within the limited budget. Google is notorious for suggesting keywords and increasing budgets to maximize your visibility.
In this post, I will dive into some of the specifics of this new and questionable practice. So, before advertisers start selling items on eBay, they need to know what is going on "behind the scenes". According to Google, they state "_With smartphones in hand, consumers are increasingly looking for products or services while on the go and then placing a call right away. Ideas such as “Give us a Call", "Agents are standing by", or “call to make an appointment". AdWords will use this web page to verify your phone number, and the domain of this URL must match your display URL.
Keep in mind that your CPC bids should match the value of a call to your business, since all clicks on your ads will start a call from the device where the ads appear.
Nowadays with Social Media Advertising, anyone can leverage current events within a matter of minutes for as long as it's shelve-life is still relevant in peoples minds. Recently in the news, a new study finds that Lemons have shown to reduce the risk of cancer, amongst other great benefits.
In the PPC landscape, advertisers have always dealt with Saturation, increased competition and rising advertising costs in order to keep themselves relevant. PPC Marketers not only have an obligation to stay on top of this ever-changing industry, but they also need to convey these opportunities to their clients so that they can "fish where the fish are". In fact, it appears that these Insurance Companies are putting a ton more money in PPC now than in any other years. However,  it's hard to imagine that (3) different advertisers are bidding on over 253k+ of the same terms, yet as you will see shortly, their respected budgets are far more different. Geico and progressive have weaker Organic Visibility, so they are spending more money in PPC to get their visibility. So with this latest move by Google, should those 3rd party automated bidding companies be concerned? If Google can provide Bid Management that is comparable to 3rd party companies, advertisers will take that additional expense and spend it with Google. Dedicated landing pages are standalone pages that are designed for a specific marketing campaign. CRO is quickly gaining in popularity because it's seen as a way to increase profits from sales without raising your advertising spend.
Create and implement your new landing page design, but don’t close the book quite yet. If you haven’t already, create custom reports that analyze the success of your new landing page.
Broken links, whether they are on accident or due to other changes on the web, are extremely frustrating to the viewer and are not at all user friendly. Well timed pop-ups, landing page best practices and appealing lead magnets have been the talk of the marketing town for years now. Your audience’s level of familiarity with you will inform the amount of detail you should include. Ask yourself (and test) which details are absolutely essential to persuade prospects to convert. It’s likely that they are juggling many things at once: groceries, a dog and a flurry of Facetime calls from their mom.
Make sure to have multiple CTA buttons that reinforce your campaign goals throughout your landing page. As I scrolled through the landing page I was reminded why I clicked on the ad in the first place. Once you understand the platform, the mobile environment and what your prospects are expecting from you, you’ll be taking shots just like the pros.
We picked out 9 of our favorites to demonstrate what great Facebook ad campaigns do (and don’t) look like. Generic pages like this one cause anxiety because they don’t continue the conversation you started in your ad. A landing page with a singular campaign goal or even a curated list of items might be more effective here.
Especially for a service like insurance where prospects need to give up a lot of personal information, you need to do everything you can to make your operation seem trustworthy. Hashtags can help bring awareness to your event, but are probably better served in a piece of content rather than an ad that you’re spending dollars on.
A trailer video could go a long way in creating hype and showing potential attendees what value the conference will bring them. It’s great that they’re created specific ads for specific types of professionals, but their landing pages should be just as specific.
If the long landing page works best, it might be a good idea to include another CTA button near the bottom, to capture diligent prospects who read the entire page.
If that’s the case, you want to be sure to have multiple CTAs so that people have one in reach to click when they’re sufficiently persuaded.
As much as you appreciate a good tale, when you go to spin one yourself, your words fall flat (and so do your conversions). Not to mention the opportunities missed by accumulating traffic on a social platform instead of on your own website. You can only hide for so long until you realize you need to buckle down and get this right. Instead, if you present it as a site where they need have a need for Jewish members and show them a bunch of profile pictures of other Jewish members of the opposite sex, then when they click sign up, they are only focused on the form that pops up and the sales pitch is still in their mind.
As you gain experience through repetition and seeing what works and what doesn’t, creating working landing pages gets easier and faster. The person who clicked has given you a tiny tiny piece of mind and if anything seems at all inconvenient after they click, they’re gone.
To get a sense of what it all feels like from their shoes and get some ideas, survey your competition. Hiring an experienced PPC Marketer can be a valuable asset to any VC that is looking to not only increase revenue for their portfolio companies, but also have the security and confidence of knowing they have the resource available to launch a new startup. In this post, I will talk about some of the important tools, methodologies and overall client management needed to grow a successful consulting business.
Non-Brand, or even simple things such as Promotions and Offers in text ads can have a negative effect on revenue. Too many times I have seen Sales Teams "promise the world" to clients in order for them to get their commissions. In fact, here is a testimonial from Birchbox on the importance working with a smaller Boutique firm during the infancy stage of their business. Currently, it appears that eBay is not policing this artificial inflation but lets all hope they can identify these cheaters.
In this article, I will take a "deeper dive" into why it is so important to have a "stock portfolio" approach mindset. Bosomworth provides some incredible infographics which showcase the the dominance of users on Mobile and Tablet devices.
Statefarm has the highest amount of keywords, yet they have one of the smallest PPC budgets. The success of your landing page should be determined by the analysis of the data your landing page records.
Google Analytics provides an easy solution to testing landing page designs – (Experiments in Google analytics). If you want your page to convert, you need to be clear on your persona and their specific needs. If a lead clicked to meet Vincent, they should be taken to a page where they can do just that!That’s not to say that you need to work overtime creating 50 corresponding landing pages for each of your ads. Keep in mind that the advertiser also has to keep their landing page generic enough so that it caters to the spectrum of traffic that is sent to them. Being able to produce high performing, consistent landing pages is a difficult, but highly valuable, skill in my opinion and will set you apart greatly.
When you’re browsing on the internet, actually notice the ads, click on them, and follow through to see what you can learn from it. In this post, I will discuss at least Ten (10)  instances where Entrepreneurs need to be careful about what they hear and what they spend their precious money on.
However, if there is one (1) key takeaway from this article, please DO NOT ALLOW Google to create your campaigns for you!! This not only sets a bad precedent for referrals, it also "ruffles the feathers" with the PPC management team which is intimately responsible for the results. Now, with this information going viral through TV, Radio, Organic Search and especially Social Media, a savvy marketer could leverage this new study to promote their exotic Lemon Trees. Nowadays, it's a revolving door where PPC Marketers need to have the _"IF I CAN'T CONVERT THEM IN SEARCH, I WILL HAVE TO FIND THEM ELSEWHERE"_ mentality, in order grow the client's business. So, for us in Search Marketing, this is a major wake-up call to start spreading the budgets to capture as much of this opportunity as possible.
With the combination of strong and effective TV Commercials and living in a world where everyone is watching TV and simultaneously using their smartphone, tablet and computer it's a win-win situation.
Tools like dynamic text replacement can help you leverage a single page to be customized for each unique ad you create. If advertising through social sites, sit in a spy account and really analyze what marketing techniques work or don’t work from the ads you see.
If you are driving qualified leads to your website and not receiving an acceptable conversion rate, you should re-visit what I like to call the “LPCO process” which is the Landing Page Conversion Optimization Process. Landing pages need to be ranking well on Google or have large amounts of targeted referrals.



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