Increase Conversions With Super Relevant Landing Pages

Transcription

1 Increase Conversions With Super Relevant Landing Pages

2 It s Great to Meet You! Princess Cornelio Marketing Educator, Join the discussion! community.unbounce.com

3 The Customer Success Team E: T:

4 How to Get in Touch Join the discussion! community.unbounce.com

5 How to Get in Touch Join the discussion! community.unbounce.com

6 Where We re Headed Today Be relevant to your customers Why you should care when your messaging is not relevant How to make your campaigns more relevant to your visitors How to set up Dynamic Text Replacement in Unbounce Questions

7 Be Relevant to Your Customers

8 Always have a dedicated landing page for each of your marketing campaigns vs Homepage 57:1 Landing Page 1:1 TAKEAWAY: Help your customers easily find the end goal.

9 Go the extra mile with message match AD LANDING PAGE Ad Message Landing Page Headline Get 50% off a Macbook Air Welcome to Dave s Computer Store Get 50% off a Macbook Air Get 50% off a Macbook Air at Dave s Computer Store TAKEAWAY: Message match means more conversions.

10 Why Relevance Matters To You

11 Your visitors will hit the back button if they don t find what they re looking for TAKEAWAY: Make sure your landing page is directly relevant to your ad text and keyword. - AdWords Help

12 How to Make Your Campaigns More Relevant to Your Visitors SHOE STORE OPEN

13 Use Dynamic Key Insertion (DKI) or Dynamic Text with your paid ads Red Green Black Blue Shoes We have Red Blue Green Black Shoes! Shoes TAKEAWAY: This increases relevance by displaying the keyword in bold which triggered the ad.

14 DKI/Dyamic Text Headline: Buy {KeyWord:Shoes} can boost your CTR Person searches for: Your ad could be: Wedding shoes for small feet Red shoes Italian shoes leather Buy Wedding Shoes Super small & large sizes available Free shipping orders $60 or more Buy Red Shoes Casual & dressy red shoes 50% off today! Buy Shoes Handmade in Italy Free shipping in North America TAKEAWAY: A better CTR helps to improve your Quality Score.

15 Add DKI to Your Ads Things to keep in mind: Braces {} - Enclose tag. KeyWord is replaced by search term that triggered it. KeyWord/Keyword/keyword/KEYword/ KeyWORD - Controls capitalization Colon (:) - Use 1 colon, no spacing Default Text - Appears if system can t trigger keyword Edit Ad - Dynamic text works on existing ads TAKEAWAY: With one ad, you can appeal to different customers.

16 Add Dynamic Text to your ads Things to keep in mind: Braces {} - Enclose tag. KeyWord is replaced by search term that triggered it. KeyWord/Keyword/keyword/KEYword/ KeyWORD - Controls capitalization Colon (:) - Use 1 colon, no spacing Default Text - Appears if system can t trigger keyword Edit Ad - Dynamic text works on existing ads TAKEAWAY: Transform a generic ad to a custom ad to be more relevant to your target customers.

17 DKI & Dynamic Text display keywords triggered by customer search terms Source: TAKEAWAY: Choose your keywords wisely.

18 Phrase match & Exact match give you more precise targeting Broad match Phrase match TAKEAWAY: Use phrase match and exact match with DKI and Dynamic Text.

19 DKI or Dynamic Text works with one ad group Coloured Shoes Leather & Canvas Red Shoes Blue Shoes Black Shoes Leather Boots Leather Sandals Canvas Shoes Athletic Shoes Women & Baby Shoes Running Shoes Basketball Shoes Tennis Shoes Casual Shoes Dress Shoes Sports Shoes TAKEAWAY: Don t try to do too many things at once with one ad group.

20 Use Dynamic Text We have Red Shoes! and many more! 3 Blue Green Black Shoes Replacement (DTR) with your Unbounce landing pages Unbounce Shoe Store 1 Blue Red Black Green Shoes 2 We have Red Black Green Blue Shoes! Shoes Shoes for your feet TAKEAWAY: This increases relevance, which boosts conversion rates, and lowers your CPC.

21 With DTR, you build one landing page for different ads in an ad group TAKEAWAY: This reduces your workload without sacrificing your message match.

22 Use DKI/Dynamic Text with DTR AdWords/Bing Ads Unbounce [landing page URL]?[parameter]={keyword} [landing page URL]?[parameter]=[value] TAKEAWAY: This helps you stay on Google s good side while you scale your campaigns.

23 Personalize your confirmation page! TAKEAWAY: A little personal touch can go a long way.

24 How to set up DTR in Unbounce

25 Build super relevant landing pages with Dynamic Text Replacement No IT needed. You can ensure that keywords your customers used are on your landing pages without asking IT to write PHP for Dynamic Landing pages. Better conversion rates. Matching your customers interests to what you have to offer makes your campaigns more relevant and increases the likelihood of your customers converting. Lower CPC. Better Quality Score helps to lower your CPC.

26 Thank You! Questions? Princess Cornelio Marketing Join the discussion! community.unbounce.com