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PPC & Landing Pages:
The One-Two Punch of Online
Marketing

December, 2012
Larry Kim, WordStream
Tyson Quick, Instapage




                              CONFIDENTIAL – DO NOT DISTRIBUTE   1
Today’s Agenda

•   Speaker introductions
•   What is Quality Score & Why should you care
•   How Google calculates Quality Score
•   How do I get better Quality Scores?
•   Integrating Landing Pages with your PPC Campaign.
•   The Anatomy of a Successful Landing Page
•   Q&A




                                                        2
Take Part in Live Blogging on Twitter / Google+


•   Include the hashtag #ppclandingpages in your Google+
    status updates,Twitter tweets,, etc.




                                                           3
Speaker Introductions

•   Larry Kim
     – Founder, CTO, WordStream, Inc.
     – Been doing PPC & SEO for 10 years
     – 3 years ago, started WordStream
     – Today we’re an industry-leading provider of a PPC
       Management Platform and Keyword Research
       Tools
     – WordStream helps people get their website found
       on the internet!
•   Tyson Quick
     – Founder & CEO of InstaPage
     – Been doing Landing Pages & PPC for 5 Years
     – Started InstaPage 2 years ago
     – Over 35,000 Landing Pages created on InstaPage
       so far with an average overall conversion increase
       of 18%


                                                            4
Let’s learn a little about you….




                         CONFIDENTIAL – DO NOT DISTRIBUTE   5
Quick Poll

How long have you been involved with Search
Marketing?

o   Less than 1 year
o   1-3 years
o   3-5 years
o   5+ years




                                              6
Quick Poll

How would you describe your Search Marketing
results?

  o I’m new to Search Marketing
  o Who knows – I don’t measure my results
  o Disappointing – I expected so much more from PPC
  o Satisfactory – I’m seeing return on my investment into
    PPC
  o Stellar – PPC is my most successful lead/traffic
    generating channel


                                                         7
Why should you care
about Quality Score?




                  CONFIDENTIAL – DO NOT DISTRIBUTE   8
CONFIDENTIAL – DO NOT DISTRIBUTE   9
CONFIDENTIAL – DO NOT DISTRIBUTE   10
CONFIDENTIAL – DO NOT DISTRIBUTE   11
CONFIDENTIAL – DO NOT DISTRIBUTE   12
CONFIDENTIAL – DO NOT DISTRIBUTE   13
Why Quality Score Matters


• It directly affects your…
    – Ad rank (Ad Positioning)
    – minimum first page bid and actual CPC
    – Impression share
    – Ability to appear above the organic search results
• It indirectly affects your..
    – Conversion rate
    – Bidding / Reporting strategies
• Improving your AdWords Quality Score is one of the most
  important campaign metrics to focus on improving!


                                                            14
Example Relationship Between CPC and QS




                            CONFIDENTIAL – DO NOT DISTRIBUTE   15
Example Relationship Between CPA & QS




                             CONFIDENTIAL – DO NOT DISTRIBUTE   16
How is Quality Score Calculated?




                        CONFIDENTIAL – DO NOT DISTRIBUTE   17
Quality Score is Everything when it comes to PPC ranking


•   Google gives you a score from 1-10 for each keyword in your account
•   The factors that determine Quality Score (according to Google) are:
    –   Click Through Rate
    –   Ad Text Relevancy
    –   Landing Page Relevancy
    –   “Other Factors”
•   In a nutshell, a high-quality ad is one that
    –   Is relevant to the search query
    –   Accurately describes the product
    –   Is relevant to it’s landing page




                                                                          18
Historical Click-through Rate (CTR)


•   Click Through Rate is the most significant component of
    Quality Score
    –   Relevant ads get more clicks
    –   Google uses the “wisdom of the crowds” to infer relevancy
    –   Google considers the CTR of your ads and keywords, as well as
        your campaign and account, and even other competitor
        accounts
•   Google normalizes Click Through Rate by ad position
    –   Low relevancy ads can’t buy themselves a high CTR
•   So the key to Quality Score is getting high click-through
    rates!
    –   There are published best-practices from Google that tend to
        produce higher CTR’s




                                                                        19
Keyword, Ad Text & Landing Page Relevance Factors


•   The Relevance of the Keyword to the ads in it’s ad group
    –   Keywords in your ad group must be relevant to your ads
    –   Keywords in your ad group should be repeated in your ad text
•   Relevance of the keyword and matched ad to the search query
    –   The search query that a customer searches for must be relevant to
        the keywords in your ad group and the ad itself
•   Landing Page Factors
    –   Relevancy: The landing page should be relevant to the keywords
        and ad text
    –   Content: The website should feature unique content relevant to
        your ad, have a privacy policy, avoid pop-ups, and load quickly.
•   “Other Factors”
    –   Google’s black box - they don’t tell us anything about this…




                                                                            20
WordStream - Summary




                       21
Organization impacts Click Through Rate & Quality Score


– Use specific keywords and negative keywords
– Group together closely related keywords
– Write relevant text ads and destination pages
– Repeat! (But this is actually a lot of work…)




                                                          22
Ad Text & Landing Pages




• Keyword Organization is the key:
   – By Breaking up your big keyword lists into smaller
     lists, your ad text and landing pages can better target
     the intent of the searcher




                                                               23
Google Quality Score Best Practice: Be Specific




                                                  24
Diagnosing Quality Score Issues

• In General, Quality Score of..
   – 0-3 = Bad
   – 4-6 = OK
   – 7-10 = Great




                                   25
Landing Page Facts




                CONFIDENTIAL – DO NOT DISTRIBUTE   26
PPC Trivia! 5 Quick Questions about Landing Page
Performance


 1. How Many Landing Pages does a typical
 small business have?




               Answer:
               • On average, excluding the top and bottom 10%,
                 the typical SMB has just 5.86 landing pages.




                                           CONFIDENTIAL – DO NOT DISTRIBUTE   27
PPC Trivia! (Continued)



 2. How many active Ad text does
 the typical small business have?




                Answer:
                • On Average, excluding top and Bottom 10%,
                  the typical SMB has 34.7 Ads




                                          CONFIDENTIAL – DO NOT DISTRIBUTE   28
Grade Yourself!          http://www.wordstream.com/google-adwords

•    Baseline your performance
•    A free, instant PPC audit in
     under a minute!
•    Grades your AdWords
     account performance based
     on the 8 PPC metrics that
     really matter
•    Compares how you’re doing
     against other accounts of
     similar size (monthly spend)




    www.wordstream.com/google-adwords

                                                                        29
Grade Your Landing Pages!




                            CONFIDENTIAL – DO NOT DISTRIBUTE   30
Grade Your Quality Score!




                            CONFIDENTIAL – DO NOT DISTRIBUTE   31
Integrating Landing Pages with your PPC
         Campaigns. (InstaPage)




                           CONFIDENTIAL – DO NOT DISTRIBUTE   32
Message Match

• When a customer clicks on your PPC ad, they’ll
  likely only spend 5 seconds on your page before
  deciding whether to stick around or not.
• By providing a headline on your page that strongly
  matches your ad message you give people
  immediate confirmation that they made a good click.
Create a Unique Landing Page for Every Ad
Group or Even Every Ad
PPC and Landing Pages: The One-Two Punch of Online Marketing
PPC and Landing Pages: The One-Two Punch of Online Marketing
#1 Landing Page Builder

Quickly Build Stunning Landing
Pages That Increase Sales. Try
Free
InstaPage.com/Landing-Page-Builder
Ad > Landing Page Message Matching
Effect on Conversion Rate
The Anatomy of a Successful Landing Page
              (InstaPage)




                           CONFIDENTIAL – DO NOT DISTRIBUTE   39
PPC and Landing Pages: The One-Two Punch of Online Marketing
1.   Main Hammer Headline
2.   Supportive Sub Headline
3.   What’s in it for me? Benefits
4.   Credibility through Trust Symbols
5.   Verbal Call to Action
6.   Call to Action Form or Button
7.   NO Navigation Menu
8.   Complimentary Image or Video
9.   Always Above the Fold
5 Tips to Own Your Headline

•   Go with the “How To” Option
•   Pose a Question
•   Mix in Humor
•   Provide Them with Reasons
•   Tell Them What They’re Dying to Hear

    Read More on the InstaPage Blog -
    http://goo.gl/RJlh2
Benefits – It’s all About ME!



An old acronym often used to keep you thinking
benefits instead of features is WIFM. (What’s in it for
me?) In other words, don’t just describe something.
Tell me (the reader) how it benefits me and why I
should think it’s important.
5 Ways to Gain Trust

•    Use Statistical Evidence
•    Featured Press
•    Customer Testimonials
•    Privacy Policy
•    Guarantees



    Read More on the InstaPage Blog
    http://goo.gl/LLRX2
Make the Conversion!
PPC and Landing Pages: The One-Two Punch of Online Marketing
Summary

 • Setup Unique Landing Pages for Each Ad
 • Message Matching Matters (PPC Headline,
   Subheadline, & URL)
 • More Relevancy = Higher Conversion Rate
 • Anatomy of a Landing Page
   –   Headlines
   –   Benefits
   –   Trust Symbols
   –   Make the Conversion
Would you like one of these Special Offers?

• WordStream
  – Free Account Assessment
  – Grade your account
  – Then get a free account assessment with one of our
    Search experts
  – http://www.wordstream.com/google-adwords
• InstaPage
  –   14 Day Free Trial
  –   50% off for 3 months
  –   Coupon Code: WordStream
  –   http://InstaPage.com/WordStream


                                        CONFIDENTIAL – DO NOT DISTRIBUTE   48
Your Questions

 Thank you for attending

 Evaluate your landing pages today!
       http://www.wordstream.com/google-adwords
 Learn more about Instapage
                  http://InstaPage.com/WordStream
 Or contact us directly:


                                  Larry Kim
                                  lkim@wordstream.com

                                  Tyson Quick
                                  tyson@instapage.com



                                                        49

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PPC and Landing Pages: The One-Two Punch of Online Marketing

  • 1. PPC & Landing Pages: The One-Two Punch of Online Marketing December, 2012 Larry Kim, WordStream Tyson Quick, Instapage CONFIDENTIAL – DO NOT DISTRIBUTE 1
  • 2. Today’s Agenda • Speaker introductions • What is Quality Score & Why should you care • How Google calculates Quality Score • How do I get better Quality Scores? • Integrating Landing Pages with your PPC Campaign. • The Anatomy of a Successful Landing Page • Q&A 2
  • 3. Take Part in Live Blogging on Twitter / Google+ • Include the hashtag #ppclandingpages in your Google+ status updates,Twitter tweets,, etc. 3
  • 4. Speaker Introductions • Larry Kim – Founder, CTO, WordStream, Inc. – Been doing PPC & SEO for 10 years – 3 years ago, started WordStream – Today we’re an industry-leading provider of a PPC Management Platform and Keyword Research Tools – WordStream helps people get their website found on the internet! • Tyson Quick – Founder & CEO of InstaPage – Been doing Landing Pages & PPC for 5 Years – Started InstaPage 2 years ago – Over 35,000 Landing Pages created on InstaPage so far with an average overall conversion increase of 18% 4
  • 5. Let’s learn a little about you…. CONFIDENTIAL – DO NOT DISTRIBUTE 5
  • 6. Quick Poll How long have you been involved with Search Marketing? o Less than 1 year o 1-3 years o 3-5 years o 5+ years 6
  • 7. Quick Poll How would you describe your Search Marketing results? o I’m new to Search Marketing o Who knows – I don’t measure my results o Disappointing – I expected so much more from PPC o Satisfactory – I’m seeing return on my investment into PPC o Stellar – PPC is my most successful lead/traffic generating channel 7
  • 8. Why should you care about Quality Score? CONFIDENTIAL – DO NOT DISTRIBUTE 8
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  • 14. Why Quality Score Matters • It directly affects your… – Ad rank (Ad Positioning) – minimum first page bid and actual CPC – Impression share – Ability to appear above the organic search results • It indirectly affects your.. – Conversion rate – Bidding / Reporting strategies • Improving your AdWords Quality Score is one of the most important campaign metrics to focus on improving! 14
  • 15. Example Relationship Between CPC and QS CONFIDENTIAL – DO NOT DISTRIBUTE 15
  • 16. Example Relationship Between CPA & QS CONFIDENTIAL – DO NOT DISTRIBUTE 16
  • 17. How is Quality Score Calculated? CONFIDENTIAL – DO NOT DISTRIBUTE 17
  • 18. Quality Score is Everything when it comes to PPC ranking • Google gives you a score from 1-10 for each keyword in your account • The factors that determine Quality Score (according to Google) are: – Click Through Rate – Ad Text Relevancy – Landing Page Relevancy – “Other Factors” • In a nutshell, a high-quality ad is one that – Is relevant to the search query – Accurately describes the product – Is relevant to it’s landing page 18
  • 19. Historical Click-through Rate (CTR) • Click Through Rate is the most significant component of Quality Score – Relevant ads get more clicks – Google uses the “wisdom of the crowds” to infer relevancy – Google considers the CTR of your ads and keywords, as well as your campaign and account, and even other competitor accounts • Google normalizes Click Through Rate by ad position – Low relevancy ads can’t buy themselves a high CTR • So the key to Quality Score is getting high click-through rates! – There are published best-practices from Google that tend to produce higher CTR’s 19
  • 20. Keyword, Ad Text & Landing Page Relevance Factors • The Relevance of the Keyword to the ads in it’s ad group – Keywords in your ad group must be relevant to your ads – Keywords in your ad group should be repeated in your ad text • Relevance of the keyword and matched ad to the search query – The search query that a customer searches for must be relevant to the keywords in your ad group and the ad itself • Landing Page Factors – Relevancy: The landing page should be relevant to the keywords and ad text – Content: The website should feature unique content relevant to your ad, have a privacy policy, avoid pop-ups, and load quickly. • “Other Factors” – Google’s black box - they don’t tell us anything about this… 20
  • 22. Organization impacts Click Through Rate & Quality Score – Use specific keywords and negative keywords – Group together closely related keywords – Write relevant text ads and destination pages – Repeat! (But this is actually a lot of work…) 22
  • 23. Ad Text & Landing Pages • Keyword Organization is the key: – By Breaking up your big keyword lists into smaller lists, your ad text and landing pages can better target the intent of the searcher 23
  • 24. Google Quality Score Best Practice: Be Specific 24
  • 25. Diagnosing Quality Score Issues • In General, Quality Score of.. – 0-3 = Bad – 4-6 = OK – 7-10 = Great 25
  • 26. Landing Page Facts CONFIDENTIAL – DO NOT DISTRIBUTE 26
  • 27. PPC Trivia! 5 Quick Questions about Landing Page Performance 1. How Many Landing Pages does a typical small business have? Answer: • On average, excluding the top and bottom 10%, the typical SMB has just 5.86 landing pages. CONFIDENTIAL – DO NOT DISTRIBUTE 27
  • 28. PPC Trivia! (Continued) 2. How many active Ad text does the typical small business have? Answer: • On Average, excluding top and Bottom 10%, the typical SMB has 34.7 Ads CONFIDENTIAL – DO NOT DISTRIBUTE 28
  • 29. Grade Yourself! http://www.wordstream.com/google-adwords • Baseline your performance • A free, instant PPC audit in under a minute! • Grades your AdWords account performance based on the 8 PPC metrics that really matter • Compares how you’re doing against other accounts of similar size (monthly spend) www.wordstream.com/google-adwords 29
  • 30. Grade Your Landing Pages! CONFIDENTIAL – DO NOT DISTRIBUTE 30
  • 31. Grade Your Quality Score! CONFIDENTIAL – DO NOT DISTRIBUTE 31
  • 32. Integrating Landing Pages with your PPC Campaigns. (InstaPage) CONFIDENTIAL – DO NOT DISTRIBUTE 32
  • 33. Message Match • When a customer clicks on your PPC ad, they’ll likely only spend 5 seconds on your page before deciding whether to stick around or not. • By providing a headline on your page that strongly matches your ad message you give people immediate confirmation that they made a good click.
  • 34. Create a Unique Landing Page for Every Ad Group or Even Every Ad
  • 37. #1 Landing Page Builder Quickly Build Stunning Landing Pages That Increase Sales. Try Free InstaPage.com/Landing-Page-Builder
  • 38. Ad > Landing Page Message Matching Effect on Conversion Rate
  • 39. The Anatomy of a Successful Landing Page (InstaPage) CONFIDENTIAL – DO NOT DISTRIBUTE 39
  • 41. 1. Main Hammer Headline 2. Supportive Sub Headline 3. What’s in it for me? Benefits 4. Credibility through Trust Symbols 5. Verbal Call to Action 6. Call to Action Form or Button 7. NO Navigation Menu 8. Complimentary Image or Video 9. Always Above the Fold
  • 42. 5 Tips to Own Your Headline • Go with the “How To” Option • Pose a Question • Mix in Humor • Provide Them with Reasons • Tell Them What They’re Dying to Hear Read More on the InstaPage Blog - http://goo.gl/RJlh2
  • 43. Benefits – It’s all About ME! An old acronym often used to keep you thinking benefits instead of features is WIFM. (What’s in it for me?) In other words, don’t just describe something. Tell me (the reader) how it benefits me and why I should think it’s important.
  • 44. 5 Ways to Gain Trust • Use Statistical Evidence • Featured Press • Customer Testimonials • Privacy Policy • Guarantees Read More on the InstaPage Blog http://goo.gl/LLRX2
  • 47. Summary • Setup Unique Landing Pages for Each Ad • Message Matching Matters (PPC Headline, Subheadline, & URL) • More Relevancy = Higher Conversion Rate • Anatomy of a Landing Page – Headlines – Benefits – Trust Symbols – Make the Conversion
  • 48. Would you like one of these Special Offers? • WordStream – Free Account Assessment – Grade your account – Then get a free account assessment with one of our Search experts – http://www.wordstream.com/google-adwords • InstaPage – 14 Day Free Trial – 50% off for 3 months – Coupon Code: WordStream – http://InstaPage.com/WordStream CONFIDENTIAL – DO NOT DISTRIBUTE 48
  • 49. Your Questions Thank you for attending Evaluate your landing pages today! http://www.wordstream.com/google-adwords Learn more about Instapage http://InstaPage.com/WordStream Or contact us directly: Larry Kim lkim@wordstream.com Tyson Quick tyson@instapage.com 49