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5 tips for
 High Performance Post-Click Marketing




                    PubCon Las Vegas 2009
Anna Talerico, executive vice president, www.ioninteractive.com
                         @annatalerico
                 atalerico@ioninteractive.com
Click            Post-Click     Post-Conversion
Drive traffic—SEO, Optimize traffic for    Nurture leads
   PPC, display,    higher conversion, through sale and
   email, social,     lower cost per     re-market for
 mobile, affiliates.     acquisition.     repeat sales.
Post-click marketing:
Optimized landing experiences
  boost campaign results.
1. Differentiate between
organic & campaign traffic
Organic
     Direct
      Viral
     Social



User controlled
PPC
        Email
       Display
     Social Media
       Mobile
       Affiliate

Marketer controlled
Organic traffic
‣       Natural search, direct, social,
        viral

‣       Low degree of marketer control

‣       Diverse audience funneling in
    ‣     Customers

    ‣     Prospective customers

    ‣     Press

    ‣     Investment community

‣       Pages needs to appeal to
        lowest common denominator
        traffic
Campaign traffic
‣   PPC, email, display, direct mail

‣   High degree of marketer control

‣   Very specific placement &
    message

‣   You know with certainty what
    they clicked on

‣   You are in control of where they
    land

‣   You paid for them to click!
Organic page
Campaign page
25% +
Campaign page converts higher for campaign traffic
Organic traffic=optimize landing page for
  Lowest Common Denominator (LCD)

Campaign traffic=optimize landing page for
the Ad & the Message & the Context (AMC)
2. Message match your
 ads & landing pages
Anna Talerico PubCon October 90
Click the ad!




Land!                   See the ad!
Ad promises free guide




This page is all about a free consultation and doesn’t mention a guide
Anna Talerico PubCon October 90
3. Segment your
campaign traffic
All respondents are not the same
Pre-conversion segmentation
‣   Allows respondents to self-
    identify

‣   Allows you to know who’s
    clicking your ads and what they
    are interested in

‣   Signals to the respondent that
    they’re in the right place and
    you have something of interest
    to them

‣   Faster path from click through
    conversion (takes the burden
    off the user to ‘discover &
    convert’)

‣   Relevancy increases odds of
    conversion
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
4. Give the horse
    the carrot
27
What do you want me to do?
What do you want me to do?
What do you want me to do?
Anna Talerico PubCon October 90
What do you want me to do?
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
5. Test, test and test
There’s only only way to know
    which horse will win.
Testing   37
300% lift in
conversions
300% lift in
conversions
100% lift in
conversions
41
5 tips for High Performance Post-Click Marketing


1. Differentiate between organic & campaign
traffic

2. Message match your ads & landing pages

3. Segment your campaign traffic

4. Give the horse the carrot

5. Test, test and keep on testing
3x
                    PubCon Las Vegas 2009
Anna Talerico, executive vice president, www.ioninteractive.com
                         @annatalerico
                 atalerico@ioninteractive.com

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Anna Talerico PubCon October 90

  • 1. 5 tips for High Performance Post-Click Marketing PubCon Las Vegas 2009 Anna Talerico, executive vice president, www.ioninteractive.com @annatalerico atalerico@ioninteractive.com
  • 2. Click Post-Click Post-Conversion Drive traffic—SEO, Optimize traffic for Nurture leads PPC, display, higher conversion, through sale and email, social, lower cost per re-market for mobile, affiliates. acquisition. repeat sales.
  • 3. Post-click marketing: Optimized landing experiences boost campaign results.
  • 4. 1. Differentiate between organic & campaign traffic
  • 5. Organic Direct Viral Social User controlled
  • 6. PPC Email Display Social Media Mobile Affiliate Marketer controlled
  • 7. Organic traffic ‣ Natural search, direct, social, viral ‣ Low degree of marketer control ‣ Diverse audience funneling in ‣ Customers ‣ Prospective customers ‣ Press ‣ Investment community ‣ Pages needs to appeal to lowest common denominator traffic
  • 8. Campaign traffic ‣ PPC, email, display, direct mail ‣ High degree of marketer control ‣ Very specific placement & message ‣ You know with certainty what they clicked on ‣ You are in control of where they land ‣ You paid for them to click!
  • 11. 25% + Campaign page converts higher for campaign traffic
  • 12. Organic traffic=optimize landing page for Lowest Common Denominator (LCD) Campaign traffic=optimize landing page for the Ad & the Message & the Context (AMC)
  • 13. 2. Message match your ads & landing pages
  • 15. Click the ad! Land! See the ad!
  • 16. Ad promises free guide This page is all about a free consultation and doesn’t mention a guide
  • 19. All respondents are not the same
  • 20. Pre-conversion segmentation ‣ Allows respondents to self- identify ‣ Allows you to know who’s clicking your ads and what they are interested in ‣ Signals to the respondent that they’re in the right place and you have something of interest to them ‣ Faster path from click through conversion (takes the burden off the user to ‘discover & convert’) ‣ Relevancy increases odds of conversion
  • 26. 4. Give the horse the carrot
  • 27. 27
  • 28. What do you want me to do?
  • 29. What do you want me to do?
  • 30. What do you want me to do?
  • 32. What do you want me to do?
  • 35. 5. Test, test and test
  • 36. There’s only only way to know which horse will win.
  • 37. Testing 37
  • 41. 41
  • 42. 5 tips for High Performance Post-Click Marketing 1. Differentiate between organic & campaign traffic 2. Message match your ads & landing pages 3. Segment your campaign traffic 4. Give the horse the carrot 5. Test, test and keep on testing
  • 43. 3x PubCon Las Vegas 2009 Anna Talerico, executive vice president, www.ioninteractive.com @annatalerico atalerico@ioninteractive.com