The document provides 5 tips for optimizing post-click marketing performance: 1) Differentiate landing pages for organic vs. campaign traffic, 2) Ensure ad messaging matches landing pages, 3) Segment campaign traffic for personalized experiences, 4) Incentivize desired actions, and 5) Continually test variations to maximize conversions. The tips are presented by Anna Talerico of ion interactive and emphasize testing approaches to boost conversion rates from campaign clicks.
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.
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!
12. Organic traffic=optimize landing page for
Lowest Common Denominator (LCD)
Campaign traffic=optimize landing page for
the Ad & the Message & the Context (AMC)
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
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