Lessons
The Power of Search Marketing
1Class introduction
02:12 2How Do People Search
05:10 3What Can You Learn From Search
02:12 4SEO vs. SEM
03:44 5Search vs. Social (Push vs. Pull)
00:58 6How Google Serves Ads
02:03 7Quiz: The Power of Search Marketing
Campaign Setup Best Practices
8Google Campaign Types
03:26 9Objectives and Conversions
01:25 10Ad Extensions
02:43 11Quiz: Campaign Setup Best Practices
Keyword strategy - Ad Groups
12Types of Keywords
02:52 13Measuring Purchase Intent of Keywords
02:14 14Brand vs. Non-Brand Keywords
02:26 15Keyword Research
07:16 16Identifying Proper Match Types
04:26 17Quiz: Keyword strategy - Ad Groups
Bidding Strategy
18Bidding Strategy
05:31 19Quiz: Bidding Strategy
Search Ad Hall of Fame / Ad Copy
20Search Ad Hall of Fame
10:32 21Quiz: Search Ad Hall of Fame / Ad Copy
After the Click: Landing Pages, Results and ROAS
22Landing Page Best Practices
03:55 23Tracking Results & Google Tag Manager
07:13 24Google Analytics
04:11 25Quiz: After the Click: Landing Pages, Results and ROAS
Optimization and Refinement
26Optimization and Refinement
08:57 27How to Optimize for Voice Search
05:17 28Quiz: Optimization and Refinement
Summary
29Conclusion
00:44Final Quiz
30Final Quiz
Lesson Info
Landing Page Best Practices
in this chapter, we're going to talk about what happens after you get somebody to click on your ad. You spent a lot of time talking about the strategy behind the campaign Keyword research and optimization, as well as best practices for ad copy. And after they click, they'll go somewhere they'll arrive hopefully on your website if you've done this correctly. So the first place they will arrive is called a landing page. A landing page can be the home page of your website. It can be something called an orphan landing page, which is maybe not findable from any other place on the website or it can be a specific page on your website overall. But a landing pages where somebody will first be entering your website and it should be treated as a door to your website. Almost like a welcome mat when they first come in, a couple of best practices for landing pages is that you want to make sure that it reflects the ad that the users saw before they arrived. So if you are promoting an offer on the lan...
ding page, make sure that that offer also shows. Or if in your ad, you're talking about a specific product, the landing page should feature that product. It's just the way that the user knows that they've landed or they've arrived where they thought they were going because very often what they'll see before, right before they get to a landing page is only the ad itself. So the best landing pages and the most effective landing pages only have one call to action. This bank. Joy landing page that we're looking at here is one that was created to capture leads by way of scheduling a demo. So this is a service that they're providing and they're trying to sell people on their new service or their new platform and they're inspiring people to schedule a demo. So that's the only button that you have here. The other calls to action that are a little smaller are a phone number that you could perhaps call or an email that you could send. But for the most part, the call to action is just that one thing in the middle is very clear and concise. A different kind of Landing page could be one that incentivizes somebody to engage deeper with the content on your website. What we're looking at now is a landing page for a company called Crib spot. And it is a place where they list out local houses and apartments for college campuses. So it's local housing around a college campus. So that if students are looking for a place to live around their school, they can find affordable housing around their school and their campus. And so what you're seeing here is a landing page that asking somebody to put in their university name or their school name to search for that and based on the school that they enter, they'll be given a selection of available housing in their area. These are two different ways that you can set up. Landing pages both quite effective as they each only have one primary way that they would like the user to engage with that content. And also it's very easy to understand, very simple to look at and very appealing in the way that they're describing their service or their product. A third type of landing page might be one that describes exactly what your company or your product is offering. What we're seeing here is a new blogging platform that has just launched. And they're trying to get people to sign up for the blogging platform so that they can create an account. Perhaps start a blog on this platform. So there's a lot of copy on there that talks about the platform itself, why? It's different from other networks or other platforms. And the features of joining this blogging platform simply on this one page you can get a pretty good sense of the type of business that you be engaging with. And the one call to action on this page is just for you to sign up. And so all of the information is there. You've got a you've got a very clear call to action button and therefore when you click on that, you hopefully will sign up and the blog will be able to then capture you as a registered user. So those are three different examples of landing pages and how keeping things simple maintaining a very clear call to action as well as mirroring any content that someone may have seen before are some best practices to welcome people into your website and get them to engage with you in a way that makes sense for your brand or your business.