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How to Optimise Your PPC Landing Pages Sophie Logan Beauhurst Slidedeck: sophielogan4 @marketingsoph

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HOW TO OPTIMISE YOUR PPC LANDING PAGES Sophie Logan Beauhurst #brightonseo - @marketingsoph

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“You could pull together the most perfect PPC campaign in the world, but if you’re sending your traffic to a poor landing page, you’re never going to see the returns you are looking for.” #brightonseo - @marketingsoph

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“You could pull together the most perfect PPC campaign in the world, but if you’re sending your traffic to a poor landing page, you’re never going to see the returns you are looking for.” - Sophie Logan (constantly) #brightonseo - @marketingsoph

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Bad UX #brightonseo - @marketingsoph

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Bad UX Poor quality content #brightonseo - @marketingsoph

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Bad UX Poor quality content No Clear CTA #brightonseo - @marketingsoph

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● Cost: £800 ● Impressions: 7,946 ● Clicks: 537 ● CTR: 6.76% ● CPC: £1.49 ● Conversion Rate: 0% #brightonseo - @marketingsoph

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● Cost: £800 ● Impressions: 7,946 ● Clicks: 537 ● CTR: 6.76% ● CPC: £1.49 ● Conversion Rate: 0% #brightonseo - @marketingsoph

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#brightonseo - @marketingsoph

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Agenda: ● The Process ● Quick tips #brightonseo - @marketingsoph

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The Process #brightonseo - @marketingsoph

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1. Qualitative and Quantitative Research #brightonseo - @marketingsoph

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AKA Context & Stats #brightonseo - @marketingsoph

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Qualitative Research - Observing and describing how things look and feel. #brightonseo - @marketingsoph

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For example… #brightonseo - @marketingsoph

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“The colours of the landing page were too bright, which I found to be distracting” #brightonseo - @marketingsoph

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“I love the fonts they use. It felt fun!” (All subjective.) #brightonseo - @marketingsoph

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Questions you can ask yourself about your landing pages…. #brightonseo - @marketingsoph

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What works well? #brightonseo - @marketingsoph

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What doesn’t work well? #brightonseo - @marketingsoph

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What content is missing? #brightonseo - @marketingsoph

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Is there a clear CTA? #brightonseo - @marketingsoph

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Does it feel professional and trustworthy? #brightonseo - @marketingsoph

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Questions you can ask yourself about your competitors landing pages…. #brightonseo - @marketingsoph

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What do you like about the page? #brightonseo - @marketingsoph

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What type of content are they using? #brightonseo - @marketingsoph

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Is the CTA clear? #brightonseo - @marketingsoph

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What is the page missing? #brightonseo - @marketingsoph

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Remember: We’re looking for inspiration, not to copy! #brightonseo - @marketingsoph

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Through your qualitative research you should be offer some thoughts on things such as the following… #brightonseo - @marketingsoph

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I like when landing pages include a 360° product view #brightonseo - @marketingsoph

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I don’t like contact forms with lots of fields to complete I like when landing pages include a 360° product view #brightonseo - @marketingsoph

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I like when landing pages include a 360° product view Our messaging isn’t very persuasive in nature I don’t like contact forms with lots of fields to complete #brightonseo - @marketingsoph

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I like when landing pages include a 360° product view There are conflicting CTA buttons on the page Our messaging isn’t very persuasive in nature I don’t like contact forms with lots of fields to complete #brightonseo - @marketingsoph

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Quantitative Research - Looking at measurable, number-based metrics #brightonseo - @marketingsoph

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For example… #brightonseo - @marketingsoph

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The average time spent on page is 15 seconds. #brightonseo - @marketingsoph

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95% of people who start filling in the form abandon it before completion. #brightonseo - @marketingsoph

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Where to find this type of information… #brightonseo - @marketingsoph

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Free Tool - GA4 Engagement Metrics #brightonseo - @marketingsoph

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Free Tool - Microsoft Clarity Dashboard - Clicks/Users/Engagement #brightonseo - @marketingsoph

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Free Tool - Microsoft Clarity Recordings #brightonseo - @marketingsoph

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Free Tool - Microsoft Clarity Heatmaps #brightonseo - @marketingsoph

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Through your quantitative research you should be offer some points on things such as the following… #brightonseo - @marketingsoph

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People are rage clicking on the header image #brightonseo - @marketingsoph

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People are rage clicking on the header image People are using the nav bar to go to the homepage #brightonseo - @marketingsoph

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People are rage clicking on the header image People aren’t scrolling far enough to reach the form People are using the nav bar to go to the homepage #brightonseo - @marketingsoph

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People are rage clicking on the header image Pages per session is very high People aren’t scrolling far enough to reach the form People are using the nav bar to go to the homepage #brightonseo - @marketingsoph

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Qualitative and quantitative research = pulling together context and stats #brightonseo - @marketingsoph

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2. Get Stakeholders On Board #brightonseo - @marketingsoph

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There are 2 important things to address to help you to get stakeholders onboard… #brightonseo - @marketingsoph

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What do they value the most? #brightonseo - @marketingsoph

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How do they prefer to be fed information? #brightonseo - @marketingsoph

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Cold hard facts. #brightonseo - @marketingsoph

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Contextual summaries #brightonseo - @marketingsoph

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A visual filled slide decks #brightonseo - @marketingsoph

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Face to face, open discussion #brightonseo - @marketingsoph

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Present the information in a format they prefer and relate your findings and thoughts to what they value the most #brightonseo - @marketingsoph

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“It looks like XYZ updated their landings pages recently…” #brightonseo - @marketingsoph

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3. Creation Time #brightonseo - @marketingsoph

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3a. Build a wireframe #brightonseo - @marketingsoph

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People aren’t scrolling to the bottom of the page where the contact form is = Move the contact form to above the fold #brightonseo - @marketingsoph

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People are jumping all around the page, rather than reading content from top to bottom = Break down your content into sections with clear heading #brightonseo - @marketingsoph

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Free Tool - Figma #brightonseo - @marketingsoph

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3b. Write the content #brightonseo - @marketingsoph

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Landing page copy should be… #brightonseo - @marketingsoph

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Informative #brightonseo - @marketingsoph

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Persuasive #brightonseo - @marketingsoph

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Concise #brightonseo - @marketingsoph

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3c. Create the landing page #brightonseo - @marketingsoph

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4. Launch #brightonseo - @marketingsoph

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Monitor your new landing page #brightonseo - @marketingsoph

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Make a decision. #brightonseo - @marketingsoph

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5. Further optimisations and experiments #brightonseo - @marketingsoph

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Don’t forget… #brightonseo - @marketingsoph

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Amend your ad copy to ensure that aligns with the content, CTR and messaging used in your new landing page! #brightonseo - @marketingsoph

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As part of your optimisations and further experiments you might want to consider…. #brightonseo - @marketingsoph

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Adding more features such as instant demos, video content, social links or live chat #brightonseo - @marketingsoph

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Split testing your CTAs or colour palettes #brightonseo - @marketingsoph

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Tailoring your content based on performance, such as adding a FAQ section to help reduce irrelevant leads #brightonseo - @marketingsoph

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6. Performance Evaluation #brightonseo - @marketingsoph

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Don’t just tell people the new landing page is better. Prove it! #brightonseo - @marketingsoph

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Metric 11/05- 10/06 (Old LP) 11/06 - 10/07 (New LP) Avg. Session Duration 56 seconds 1 minute 22 seconds Bounce Rate 88.48% 41.87% Conversion Rate 0.78% 2.53% #brightonseo - @marketingsoph

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Quick Tips #brightonseo - @marketingsoph

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Include landing pages in your regular performance reports. #brightonseo - @marketingsoph

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Include landing pages in your regular performance reports. Make sure your new landing pages have all relevant tags added. #brightonseo - @marketingsoph

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Avoid keyword stuffing. #brightonseo - @marketingsoph

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Avoid keyword stuffing. Include trust indicators such as reviews, quotes & ratings. #brightonseo - @marketingsoph

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Stick to 1 or 2 CTAs. #brightonseo - @marketingsoph

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Stick to 1 or 2 CTAs. Consider removing the navigation bar. #brightonseo - @marketingsoph

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Summary #brightonseo - @marketingsoph

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1. Present both qualitative and quantitative research to support stakeholder buy in #brightonseo - @marketingsoph

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2. Take your time when building wireframes and address the findings of your research #brightonseo - @marketingsoph

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3. Utilise ‘Experiments’ to A/B test your new LP and keep a close eye on it after launch #brightonseo - @marketingsoph

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4. The work never ends - keep reviewing, testing and optimising your new LP #brightonseo - @marketingsoph

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Dexter, AKA PPC Pug Slideshare: SophieLogan4 LinkedIn: Sophie Logan X: MarketingSoph