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Better B2B Landing PagesPosted by Jon Miller on: 2007-07-22 23:10:38
Self SEO > Pay Per Click Articles If your goal is to make Google richer with no gain for your yourself, then stop reading. You don't need to worry about landing pages or conversions. But if your goal is to grow your own business using search, then you must pay as much—or more—attention to converting traffic into leads as you do to getting traffic in the first place. Have a call to action If you ever need proof that pay-per-click is going mainstream for B2B companies, do a search for "ceramic ball bearings." The SERP is full of paid ads for this basic B2B product. A couple of the ads are pretty good, with offers like "buy affordable ball bearings, online wholesale prices, same day Shipping" or "lightest, smoothest & fastest ever. World Champions, free airmail." Don't send clicks to the home page The single biggest mistake B2B companies make in pay-per-click is sending clicks to their home page. Companies make this mistake for two reasons. First, it's obvious and easy. Second, they assume that since they don't know the prospect's intentions or buying stage, the home page allows the prospect seek out the information she is looking for herself. Three out of four B2B companies make this same mistake, directing paid search clicks to their home page or at best a product information page on their site. Unfortunately, this leaves it as an "exercise to the reader" to figure out how to become a lead. Because each click is an opportunity to drop out of the conversion process, the result is much lower conversions. In fact, a 2004 report from Atlas OnePoint found the average conversion rate for lead generation sites that used the home page as a PPC destination was just 6.3%. In other words, almost 19 out of 20 of the clicks you pay for result in revenue for Google but nothing for you. Create targeted landing pages There is great ROI in having focused, keyword specific landing pages in terms of conversions, but they also help with your PPC ranking and CPC as well. This is because Google takes landing page relevance into account when establishing your "quality score". Also, using targeted landing pages tends to force you to have more focused ad groups, which leads to more relevant ads and even higher quality scores. Because quality score is as important as your bid when Google determines rank, the better your quality score, the more clicks you get and/or the lower your cost-per-click. Tips for better landing pages Of course, the 9.3% conversion rate for landing pages that match the theme of the keyword is just an average—you can always do even better. To illustrate this point, I put together a sample landing page that demonstrates some landing page best practices. This could be improved with further testing, but as a starting point it should get much, much better conversion rates than a company’s home page. Here are some of the strategies I used to make a better B2B landing page: Keep it simple. This goes for the form as well as the page. Enough said. Remove the navigation. Every link you put on the page is an invitation to the customer to do something besides taking the action you want them to take. You've paid to get them to this page, so remove the distractions and make the conversion action obvious. Tip: test using a graphic element such as a big arrow to tell the prospect where to start. Include reassuring elements. Every element on the page should serve only two purposes: 1) give the prospect reasons to convert and 2) resolve any concerns the prospect may have about converting. Clip art and visually appealing but generic photos of happy people don't play a role here. Some of the elements that work on my sample page include the logo and tagline (World leader in the manufacture of thin section bearings), the cover shot of the white paper (with title blown up to be readable), and the sample excerpt from the paper (in this case, the table of contents). Give prospects a reason to share correct information. Your prospects will to lie to you to get your offer without risking their privacy. Don't believe me? The #1 name submitted on lead generation forms is Mickey Mouse. I have two tips to counteract this. First, ensure your privacy information is posted. Second, if your offer is a white paper or login code or anything else you can send, rather than fulfilling the offer on the thank you page, email them the fulfillment instead since it creates the incentive to share a valid address. Why don't more companies do this? Given the dramatic ROI of having multiple targeted landing pages, why don't more B2B companies use them? MarketingSherpa did a study and found that the single greatest obstacle to creating optimized landing pages is a lack of resources, and that the time of in-house web developers was the most difficult resource to get. However, creating keyword-specific landing pages doesn't need to take much time given the right templates and tools. I made the sample landing page for this case study using our landing page editor in about five minutes. The key is not to get hung up on making the perfect landing page. Instead, create one OK landing page, clone it and customize it for each of your keyword groups, and then start to test and measure results. Only by getting started will you get begin to get the benefits of better conversions. Jon Miller is VP of Marketing for Marketo, a provider of affordable, easy-to use-marketing automation software that helps B2B marketing professionals drive revenue and improve accountability. Jon's blog, Modern B2B Marketing, explores best practices in business marketing, ranging from pay-per-click management to lead nurturing to marketing accountability. The Strictly Business column appears Wednesdays at Search Engine Land.  Print this article  Tell a friend
 newmediagal
- Posted on: 2010-06-10 20:43:45
Good article. Not enough marketers talk about the need to really discipline your landing page efforts. It should always be A/B tested. Google naturally does it for you in its Adwords platform. No matter what you think of the state of your landing page, it always helps to ask a third party for a multi-variate design. But in general, make your landing pages clear, bright, and trustworthy. Conversion rates will make or break your efforts. That's where good landing pages come in. Mary T. Andrews. PPC Management and Internet Marketing Consulting johnathan6418
- Posted on: 2010-10-01 07:45:26
If your goal is to make Google richer with no gain for your yourself, then stop reading. You don't need to worry about landing pages or conversions. But if your goal is to grow your own business using search, then you must pay as much—or more—attention to converting traffic into leads as you do to getting traffic in the first place. _________________ Hotel Malaysia Hotels Malaysia cagenicolus
- Posted on: 2011-04-20 13:25:23
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- Posted on: 2011-05-09 07:29:01
If your goal is to make Google richer with no gain for your yourself, then stop reading. You don't need to worry about landing pages or conversions. But if your goal is to grow your own business using search, _______________ Dog Cage Dog Cages phoenixp160
- Posted on: 2011-05-13 09:40:10
If your goal is to make Google richer with no gain for your yourself, then stop reading. You don’t need to worry about landing pages or conversions. But if your goal is to grow your own business using search, ______________ HDMI Cable HDMI Cables phoenixp160
- Posted on: 2011-05-25 06:38:14
If your goal is to make Google richer with no gain for your yourself, then stop reading. You don’t need to worry about landing pages or conversions. _______________ Seo Orlando Seo Florida phoenixp160
- Posted on: 2011-05-31 11:03:20
A relevant and optimized landing page generates dramatically higher conversion rates, meaning you get more leads for your money. With Marketo’s landing page software, _______________ Heathrow Taxi Gatwick Taxi phoenixp160
- Posted on: 2011-06-06 10:19:00
In the B2B context though a conversion, through for example a sign-up for a newsletter, is an important step in lead generation and lead nurturing. _________________ Roller Blinds Blinds jerremy255
- Posted on: 2011-06-13 08:29:16
The HubSpot Inbound Internet Marketing blog covers all of inbound marketing - SEO, Blogging, Social Media, Landing Pages, Lead Generation and Analytics. ________________ Seo Optimization Website Optimization webmaster.mcintosh
- Posted on: 2011-06-16 13:46:58
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- Posted on: 2011-07-29 06:34:37
If your goal is to make Google richer with no gain for your yourself, then stop reading. You don’t need to worry about landing pages or conversions. _______________ Web Design Website Design livingwitlife
- Posted on: 2011-09-01 14:26:25
Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to or above organic results on search engine results pages, or anywhere a web developer chooses on a content site.[1] Among PPC providers, Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter are the three largest network operators, and all three operate under a bid-based model. Cost per click (CPC) varies depending on the search engine and the level of competition for a particular keyword. SEO Company India SEO Agency SEO Consulting Services landingpagemaster
- Posted on: 2012-01-10 00:29:11
Creating targeted landing pages does many thing for you. namely: 1. Build a valuable marketing list or email list 2. Give you the opportunity to reach out to potential customers. 3. Reduce your PPC costs. We use the landing pages service at SqueezePageExample.com. You can setup unlimited landing pages (or "Squeeze Pages") and it comes with optin forms in place. Very easy to popup a landing page for any purpose. One thing to look out for is getting suspended from google and the other search engines when using a landing page. Be sure to have a Privacy Policy, Terms of Service, or Disclaimer on the page. Google is particularly tough on landing pages. Sometimes they will suspend you with no warning. I have had this happen. the solution? Add more content to the landing page. This worked for me! To see how to setup unlimited landing pages just go here: Squeeze Page Example Squeeze Page Examples Or here for BestSqueezePages.com which is a software Squeeze Page Software w3origin
- Posted on: 2012-01-28 09:24:53
A better landing page is the soul of paid advertising like Pay Per Click. When you are paying for every click then that click must pass your exact and whole message to the visitor. A proper designed landing page must be used for pay per click or paid advertisements. SEO India SEO Services Company SEO Content Writing Services
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