Conference Buddies

Speakers/Panelists:

Scott Brinker, President and CTO, ion interactive
Jonathan Mendez, Founder and CEO, RAMP Digital
James Zolman, CEO, semvironment

Conference Notes/Descriptions:

Going beyond the basic concept of landing page with advanced techniques such as keyword-specific pages, audience segmentation and targeting, dynamically-generated landing pages and more.

API: understand the technology that people are using

All APIs that are available – www.programmableweb.com

Some APIs include:

• Social AMP landing page: Facebook API to pull content to FB; backdoor to social media advertising
• APIs within Ads: serving the landing page to people
  • content in Ad is dynamically updated where the user can complete the transaction within the ad

Build experience to bring revelance to people

• The more control you give people, the better it is
• Providing advanced search can generate persuasive information generated based on the search performed. ie. reviews, maps (give sense of location), helpful / useful information, etc.

Strategy = Bigger Picture

Marriage of Creative + Technology = Success

5 Kinds of Landing Page Capabilities

1) Cycle Speed: Concept to Completion

- No ad hoc landing page creation; Plan & Follow a Process:

1. CMS
2. Design Templates
3. Digital Asset
4. Proof/Approval Workflow
5. Forms (data collection)
6. Parameterized Flash Objects

2) Targeting = Audience Segmentation

1. How segmented
2. How revelant

Coordination Between Pre-Click & Post-Click (Search Marketing Continuity Space)

Testing

1. Test Process:
   • Hypothesis-driven testing
   • Segmentation Testing: testing audiences vs. content
2. Test Experience:
   • 1 pager vs. multiple pager experiences
   • 2 Step landing pages:
     Page 1: User choices to allow further revelance experience on page 2
     Page 2: More revelant information based on user’s choice from page 1

5) Creative

1. “Beauty is a signaling strategy” -Seth Godin
2. Tap visual design talent
3. Play with flash elements
4. Bold testing / out of the box

Additional Tips & Information: www.postclickmarketing.com

Dynamic Landing Pages:

- Works especially well for E-Commerce

1. 2nd Page dynamics based on 1st page simple entry. Multiple page landing page is often better in conversion.
2. Geo-Targeting: IP Address
3. Keyword: dynamic word insertion

Not for Dynamic Landing Pages:

1. Broad Match Technology: too broad which might include negative image
2. Content Network: default keyword is used resulting in generic landing page
3. Semantics: same word but different meaning

Increase Chances for Success:

1. Negative Keywords
   - Tools: Word Tracker, Analytics, Search Engines, Keyword Research Tools
2. Target & Plan: Campaign Structure & Processes
3. Test Small % of Traffic: Day part campaign; use long tail keywords/phrases to lower volume
4. Location: where to place dynamic keywords (H1, H2, etc. tags as well as footer)
5. Copy writing: make it engaging with questions

Multivariate Tools:

• Omniture Testing Targeting
• Google Website Optimizer
• LiveBall