in this lesson we examine how to create effective PPC landing pages those pages
that your visitor arrives at after clicking on your AdWords ad with the way..
AdWords is structured it's possible to serve different landing pages for each
ad you have running well it's not important that your landing pages are
indexed by the search engines or our search engine optimized they do require
a different kind of optimization they need to be optimized to ensure the
highest conversions possible if you're spending $100 a day on getting visitors
to your site you at least want to be making 150 dollars back there are a
number of different tried and tested landing page models that work well for
getting maximum conversions we're going to look at for affiliate favorites a
style of landing page contains a review of one product and nothing more such as
in this example from world of warcraft black book this type of landing page
works particularly well for products with high brand recognition for example
to ship a laptop or a popular Clickbank products such as Forex autopilot high
brand recognition means that quite a number of people will be familiar enough
with the brand name to search for it specifically because people searching
for a review of a specific product tend to be quite interested in buying already
this type of landing page usually converts quite well one thing you will
notice about this example is that it's quite short this example gets rid of a
few reservations that people might have about the product lists the contents of
Joanna's guide finishes off by saying what a great product it is and provides
a link to learn more what it doesn't do is reveal too much somewhat
counter-intuitively the more comprehensive the review the less likely
it is the reader will click through and buy the reason for this is that in a
longer review it's possible that you might unintentionally say something that
puts the customer off for example you may say or mention that the product
comes in red or white but the visitor might think ah but I wanted the yellow
one that I saw or so-and-so with and clicks away whoops however if you
keep the review short and a mentioning details like for example color visitors
are still likely to click through and so the product owner may have been able to
convince them that red is actually better for example by saying that the
yellow version is actually an outdated model in general a single product review
should aim to be tantalizing but not comprehensive leave it up to the product
sales page itself to do the actual selling the multiple product review is
another winning landing page style but for quite different reasons than the
single product review the table form review landing page works well for
people who aren't sure what brand or version of a particular product they
should be buying this also makes the table view optimal for an affiliate who
wants to sell a variety of similar products the table form review also
doesn't require a great deal of detail a price list of standout features and a
rating will usually do additionally because you can compare a number of
features quite easily in a table the style of review works especially well
for electronics and software the site best DVD burning software reviews is a
great example of a table style review note that the site owner has used a tick
to indicate whether a product contains a particular feature and a blank space to
indicate that it doesn't one small tip blanks are better than crosses which can
unintentionally give a negative impression the short description style
of landing page provides ratings and feature comparisons just like the table
review however usually only three or four products are compared rather than
up to ten this is a good style of landing page to use if there are a
smaller number of products available on the market or if the products don't
really contain a lot of similar features that can easily be compared once again
these reviews are usually very short often less than 100 words they provide a
bit of information enough to intrigued but they don't reveal everything the aim
of the style of review is to make the visitor keen to find out more
click through to the merchant side to continue reading weight loss books
dot number 1 reviews calm is an example of one way of sitting out this type of
landing page this site also gives visitors the option of clicking through
to read the full review which is a good way of increasing the quality of your
website with more content on the downside giving your user two options
could potentially lower your conversions one other tip and this applies to all
types of review style landing pages make sure your first review is above the fold
ie it's visible on your page without having to scroll we see so many people
who make the mistake of writing a long introduction so that the first review
doesn't appear until below the fold it's not a smart thing to do because many
people don't even bother to scroll if you have to you should even make the
header of your website narrower so that you can fit more text in that first
section what about Squeeze style landing pages
unlike review pages the squeeze style landing page isn't only about sending
traffic onto the merchant site and steered it's more about the longer-term
sales the aim of the squeeze page is to get visitors to join your mailing list
so that you can continue to sell to them down the track squeeze pages are
typically very short they offer the visitor a free six part course or an
instant ebook download on the subject of their interest then return for entering
their name and email address more recently some affiliates have
experimented successfully with offering videos as the incentive they usually let
people watch one straightaway and then ask them to enter their email address to
watch the second one apparently video squeeze pages work even better than
regular ones although less people into their email addresses overall the ones
that do are more qualified and thus overall conversion rates are higher in
another example how to speak Spanish dotnet the affiliate has styled the
squeeze page similar to a sales letter where the compelling headline followed
by a personal audio message followed by some customer testimonials and finally
the all-important box if done well a squeeze page will
earn you much more in the long run than a review style landing page when you
build a list of emails you're essentially creating an asset your list
is extremely valuable because you can continue to market to these people down
the track without further cost whereas with a review style page you are paying
for each visitor and if they don't buy there is no second chance all this
sounds like a pretty compelling reason to create a squeeze page but it needs to
be done well unfortunately a lot of affiliates create squeeze pages and
newsletter lists and then either bombard their list with spammy sales pitches
which ensure that people quickly unsubscribe or they insult the
intelligence of video list with poorly written uninteresting emails which is
also a fast track to making readers and subscribe if you're going to build the
squeeze page you must ensure you're able to deliver top quality valuable content
to your readers that will keep them opening emails and paying attention to
what you're saying after all you can't expose your readers to marketing
messages if they're not even opening your email
if you're going to use a squeeze page you need to be prepared to commit the
necessary time and money to create a good quality newsletter series with
Punch fortunately you don't necessarily need to write the emails yourself mark
Ling recommends hiring local university students to write your articles for you
they usually good at researching and writing so quality tends to be higher
than alerts which we've found can be a bit hit-and-miss plus they're reasonably
cheap compared with professional writers at this point you could be thinking well
all this is great and there are several different landing pages to choose from
but how do I know which one I should choose in general we prefer the review
style page because it lets you know a lot faster and without forking out much
cash whether your campaign is working on up on the other hand squeeze pages give
you a better return in the long run but they take quite a while to set up all in
all it could be two to three months before you start getting results
but apart from time and cost factors you also need to think about what's right
for your market for instance not every market suits a mailing list in one
affilorama interview we did a while back we discussed the amusing proposition of
writing a newsletter series about mattresses it's hard to see that there
would be any takers reviews would clearly be much more appropriate for
this particular market that said it's possible to combine the review and the
squeeze page successfully some affiliates put their reviews at the top
of the page and at a squeeze box below then if people don't click through on
the reviews they might decide to sign up for a newsletter and in today's lesson
summary in this lesson we took a look at creating effective landing pages for
your PPC campaigns we looked at three main types which included single product
reviews multiple product reviews laid out in a grid multiple short product
reviews and using a squeeze page remember not every page is suitable for
every market so evaluate the time and cost of setting up the page against the
potential return from the market as well as whether the actual page is
appropriate to their market anyway that's all we've got time for today
thanks for watching I look forward to seeing you again soon bye for now
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