Tara & Tanya Climate Presentation NASA Faked the Moon Landing...
Landing page presentation final PDF
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Transcript of Landing page presentation final PDF
![Page 1: Landing page presentation final PDF](https://reader033.fdocuments.us/reader033/viewer/2022051313/5489bfb5b47959d80c8b59ea/html5/thumbnails/1.jpg)
KEYS TO SEARCH ENGINE MARKETING SUCCESS
| QUALITY SCORES | KEYWORD RESEARCH | LANDING PAGES | AD TESTING |
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
QUALITY SCORE OVERVIEW
• Quality Score - Google’s opinion of how relevant your ads, keywords, and landing pages are to what people are searching for.
• Higher Quality Score = Better chance of ad success
• CPC is important, but Google weighs CPM (cost per thousand
impressions) more heavily -- that’s where its revenue comes from.
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
• Past CTR of keywords and ads • Relevance of your destination URL • Keyword relevance • How relevant a keyword is to your ad and what people are searching for • Google’s perceived quality of landing pages
• Geographic performance • Performance of ads on different devices
•Different scores for different devices
HOW QUALITY SCORE IS CALCULATED
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
Cost per Click
Top-of-Page Bid Estimates
Average Ad Positions
BENEFITS OF A HIGH QUALITY SCORE
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
CHECKING QUALITY SCORE
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
•“Bucket” your keywords-- group together by similarity and goals
•Utilize website analytics to discover which keywords you rank well for/are receiving traffic
from and use them in your ads.
IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
• Examine Google’s generated titles and descriptions to find keywords that Google may be including in your titles/descriptions.
IMPROVING QUALITY SCORE THROUGH KEYWORD RESEARCH
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
ELEMENTS OF SUCCESSFUL LANDING PAGES
• Reaches the right person with the right message • Gives information that satisfies the visitor’s desire (answers a question or
solves their problem, etc.) • Call-to-action and form clearly presented above the fold • Strong headline • Remove any unnecessary form fields • PROVIDES INCENTIVE TO CONVERT
• Discount, download, contest, etc.
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
LANDING PAGE PLANNING AND IMPLEMENTATION
• Existing webpages can be used as landing pages as long as they are highly relevant to the search term.
Search Term
Coastal Carolina
football tickets
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LANDING PAGE PLANNING AND IMPLEMENTATION
TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
• Create/point to unique landing pages for each ad group/campaign
• Determine your overall goal and type of conversion
Goal Measure of Success
Lead generation Number of submitted forms
Sales Revenue generated from page
Disseminate information Time on page/number of visits
Email sign-ups Number of email addresses gathered
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
CREATING EFFECTIVE ADS
• Determine highest value landing pages based on average value, per visit value, and number of transactions
• Use secondary dimensions to determine conversion keywords and use them to write ads that
lead to your highest-value landing pages
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
• Sort by impression share and examine keyword ad triggers to determine conversion keywords
ONGOING OPTIMIZATION
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
• Delete under-performing ads and keywords to increase budget and impression share for successful ads and proven conversion keywords
• Create negative match keyword lists
• Continue monitoring successful organic keywords for inclusion into paid search
• Test multiple ad structures, keywords, and calls to action to determine successful
combinations
ONGOING OPTIMIZATION
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TWEET US @IMDIGITALAGENCY • WWW. INTERACTIVITYMARKETING.COM • [email protected]
GARY HENDERSON
Interactivity Marketing
www.InteractivityMarketing.com
@GaryLHenderson
@IMDigitalAgency