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O SlideShare utiliza cookies para otimizar a funcionalidade e o desempenho do site, assim como para apresentar publicidade mais relevante aos nossos usuarios. Clipping is a handy way to collect and organize the most important slides from a presentation. Recortar slides e uma maneira facil de colecionar slides importantes para acessar mais tarde. There are several things that can be considered important when it comes to advertising your online business.
The good news is that by making a few small changes you can increase your ROI, save money and give your business a necessary shot in the arm.
There are quite a few things that can be tested on your landing pages, and they will typically make a significant difference.
As you continue to improve your website and see an increase in your ROI, you should branch out to testing even smaller factors, such as the font size and its type. Unwanted keywords may also be included in the search phrases that people are typing into Google’s search box.
You may also wish to include negative keywords that would be searched for by those who are looking for a job in your niche, for example. First of all, it is typically going to require at least an additional mouse click, unless your homepage is your sales page.
Your homepage can’t be properly optimized for each search query, and this will make you waste precious advertising cash. In addition to this, by tracking your ads you will also be able to improve your quality score, which in turn, can help boost your ROI. There are plenty of good quality tracking programs, and some of them provide a lot of in-depth information.
The first step is to generate a conversion tracking tag from within your Google AdWords account. Google looks at several different factors to determine your quality score, including the relevancy of the landing page, the keywords that are being used and how well they are converting. As a reward for making their advertising program both attractive and effective, Google will improve your positioning, and you will get the lion’s share of the traffic, while minimizing your advertising costs. Use AdWords’ custom ad scheduling to prevent your ads from running during the times when they don’t convert well, but still cost you money due to useless ad clicks. This may make some of them avoid clicking the paid ads, and rather concentrate on organic search results, websites that appear on the first Google page because they are being recognized as industry leaders. Nevertheless, when you use keyword insertion, including people’s searched-for keywords in the ad, your advertisement will definitely attract their attention, because it perfectly matches their queries. The searched for keywords will be displayed in bold, rather than showing up in regular font. When you look for additional keywords, it is likely that you will find several gems that are inexpensive and have a very low AdWords competition.
While it is true that Broad Match settings lead to bigger monthly search volumes, you risk wasting your money by displaying the advertisements in front of people who will click your ads without being interested in purchasing your products or services.
A much better solution is to use exact match keywords and constantly expand your keywords list, as shown above. When you use exact keyword match, there is no need to be concerned about negative keywords or untargeted traffic. The Internet provides VIP and celebrity personalities with an unprecedented opportunity to reach out and interact with fans. As the Internet matures, most businesses are developing specific procedures to address negative online publicity. Online reputation management for physicians and medical institutions is absolutely necessary today. You undoubtedly realize that the Internet offers one of the greatest marketing opportunities in the history of business.
Many people love search engine optimization, because it offers them the opportunity of getting free traffic to their websites.
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Learn how to optimize your website's landing pages to increase conversions on both mobile and desktop devices. It can be as simple as testing a headline, or perhaps the color of the call to action button. You end up losing many customers, because they will back out of your webpage, rather than looking for the proper call to action button or website menu entry.
Always create landing pages that are specific to your keywords and your business’ ROI will increase.


The good news is that Google’s free conversion tracking tool will do a great job most of the time. You should also track conversions, of course, thus making sure that the ad is also converting well when people land on your website. Google AdWords’ keyword insertion can make a huge difference in your click through rate and ROI.
Use industry jargon as a base for your Google Keyword Planner queries, and don’t be afraid to use the databases of other online giants like Wikipedia and Amazon, searching their websites for keywords that would never show up in Google’s Keyword Planner. With exact match, your ads will only be displayed when somebody types in the targeted keyword phrase in its exact format.
In addition to prospects, many repeat visitors or customers will come across your landing page. This is especially true if you are spending money for any type of advertising through pay per click (PPC) ads. One of the most important things that you can do to increase your ROI is to tweak and test your website regularly.
Google AdWords’ control panel includes an often underused section that can help you save a lot of money, allowing you to focus the ads on a tighter audience. If your company provides marketing services, but doesn’t offer a free service, you should add “free” to the negative keywords list.
It is very important to set up conversion tracking; this way, you will be able to determine which keywords are working fine, and which should be avoided because they aren’t bringing in revenue. Google provides a thorough, easy to follow tutorial, so I won’t waste your time describing the process here.
An often overlooked way to improve your ROI is to improve the positioning of your advertising. Test the copy on your landing page, but don’t forget to test the effectiveness of your ads as well. When you first set up your Google AdWords account, you will likely generate and pick a set of keywords.
Then, about 95% of the advertisers are bidding on the same keywords, increasing the ad costs. And don’t forget to read the Google AdWords Keyword Planner tutorial, which shows several outside the box keyword research methods. Every page element is a potential conversion-killer, with navigation bars being particularly effective at reducing click-throughs.Each link in your navigation bar is a potential way of exiting your landing page without clicking the CTA.
This means that your landing pages need to be optimised for every stage of the marketing funnel. This way, you will not waste money on clicks coming from people that are only interested in free offers. And you can do this without increasing your advertising budget if you improve your quality score.
And if your advertising campaign has been running for at least a few weeks, you will discover that your traffic is converting much better at specific times of the day. It is likely that they have used world’s biggest search engine in the past, and they may be aware of the fact that you are paying for advertising. It is crucial to regularly scan for new keyword ideas, and then test them in your AdWords campaigns. Many people start their campaigns using Broad Match, because they want to have access to a large pool of potential buyers. While Home, Products, Blog, and Contact links are essential for site navigation, their purpose has been served by the time a visitor reaches a landing page.With that in mind, it’s crucial to leave a single visible exit option. This ebook will teach you how to optimise every element of your landing page in order to help you create pages that are optimized for conversions.Get the download Below is an excerpt of "How to Optimise your Landing Pages". Google has included a free landing page optimization tool named “Content Experiments” in its Analytics package. Channeling a visitor to a landing page without any links can make your would-be customer feel coerced and manipulated, so always leave a visible homepage button.
Recognize the Information Trade-OffLanding pages serve a sole purpose: they collect visitor information in exchange for a free resource. After all, it’s better to send a visitor back to your own site than force them to close a tab or go to another site.4.
Design Continuity Instills TrustWhen it comes to relinquishing personal information, people are understandably skeptical. Use Bullet PointsI mentioned bullet points for good reason: they convey the relevance and benefit of your landing page offer in the blink of an eye. With growing numbers of phishing websites, spam, and too-good-to-be-true offers, your visitors will be on the lookout for any signs that your landing page is in any way suspicious or misleading.Thankfully, design continuity makes it easy to reassure your visitors.


A concise, bold headline will help to quickly establish the landing page’s authority and credibility and will prevent visitors from immediately bouncing. When visitors click through to a landing page, you have a few seconds to make a great first impression, or risk your hard-earned visitor clicking the Back button. Oftentimes, we will title our landing pages with the name of the piece of content that we are promoting.Think Like an SEO WizardThe title of your landing page’s o"er, often the first thing a visitor will see, should be simple, short, and include important keywords. Use a Contrasting CTA ColorThere’s one crucial exception to the color continuity rule: your CTA. Your call to action needs to stand out from everything else on your page, and should be immediately visible when a visitor arrives at a your landing page.The easiest way to do this is by using a contrasting color—something that bucks the trend of your website’s design theme. Because the headline will be the main text on the page, search engines will be inspecting it for search relevance. Every instance of that color will trigger your visitor’s subconscious to pay attention, and encourage an all-important action whenever you need it. For instance, we tend to precede many of our main headers with language such as “Download Now” or “Free Guide.”Need to Say More? 46% of Internet searchers use mobile devices exclusively as their primary research toolBe Responsible. Be ResponsiveMany people are visiting your landing pages by searching with their mobile devices. Try to convince the reader that filling out the form on the page (and giving some of their information) is worth the added benefit of receiving what is behind the form.Build TrustMany people are reluctant to provide personal information on the Internet.
Use small paragraphs of text and highlight key sentences throughout that will help instantly identify the value of the o"er for the reader. Bullet points or numbering is an e"ective way to identify the main takeaways.Limit the number of bullet points or numbers to no more than five to keep it short and simple. These formatting tricks will help a visitor draw the key benefits and value of the o"er quickly from the landing page without having to dig through many paragraphs of text.
If a visitor is excited by what you are o"ering on your landing page, they may feel compelled to share it out to their friends or colleagues via email or social networking sites, which will help you generate more traffic. It may be a missed opportunity not to include social sharing options on your landing pages. Pro TipsUse only the social channels that work best for your business and the specific over or piece of content.Focus on customizing the message on each social platform so that it makes sense for that channel.
Conversion OptimizationThe goal of your landing page is to get the visitor to convert on the form.
Your landing page should almost always include a form -- otherwise you're giving away free content without learning anything about your website visitor. Putting a form on your landing pages is also one of the best ways to generate valuable leads for your business. Without it, your conversion path is broken and you cannot follow up and nurture those who are interested in your content.Determine Form Length WiselyWe often get the question, “How long should my form actually be?” There isn’t always a simple answer to this question. But there are a few di"erent factors that should be considered.First, think about which stage the consumer of your content would be in your buying cycle. If you are o"ering content that is less substantial, like a checklist or infographic, you may only want to ask for the visitor’s name and email address. If the content is more substantial, like a guide or report, you may want to ask for more information. People who are looking for more substantial content are more likely to be further along the buying cycle.Second, consider how many leads you typically generate. If you normally get a high volume of leads, you may want to add more form fields so that you can better qualify those leads for your sales team.Privacy is PreferredTo reduce any uncertainty, you need to make it clear which fields are required and what you will be doing with the information submitted.
One best practice is to mark each required field with a star to indicate that the field is mandatory. To make your privacy policy clear, include a link somewhere on the form or a short sentence disclaimer stating that the information will not be shared with third parties.Test Out The Submission ButtonPay attention to the language on your form’s submission button.
We have found that having the word “Submit” on the actual submit button lowers the conversion rates on our landing pages.
That’s why it is important to eliminate all distractions on the landing page, including your website’s normal top navigation bar.Typically, when you create a new landing page and link it to your website, you would see the same navigation at the top that you would see if you visited the homepage of your main website. A meta description is brief text that describes the landing page and is usually the first place a search engine will look to find text to put below your link when it lists your website on search results page:Your meta description should be one or two sentences describing your o"er and no longer than 150 characters.



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