Ad Copy & Landing Page Clinic

Mar 4, 2004 - 12:14 pm 1 by

The Ad Copy & Landing Page Clinic, which was an interactive session where people called out their site name and it was critiqued in real-time.

They started off by collecting business cards for them to be able to randomly go through sites and talk about their pros and cons. They clicked on the internal page for Colorado, this is the landing page for PPC Colorado campaign. Its just confusing to look at, you need to peak interest. Use images and add some call to actions to encourage a click deeper. In to break this down more into cities. Its a very hard page to look at. Misty Locke recommended bidding on individual property names, no one else seems to agree. I believe organically he should rank well for those very specific terms anyway, so if thats working then do PPC - if its not working on the organic level leave it alone. Type in baseball speakers in Google you will see the ad on the right. DO NOT CLICK ON IT. Anyway, on the homepage - Lee Mills first recommendation was to bring up the featured celebrities and make the phone number larger.

Jessie Stricchiola gave us a Google AdWords trick. Use {keyword} and it will automatically fill in the search phrase dynamically in the place of {keyword}. This helps increase click through rates, because it serves up the exact keyword the person is typing in. This hint was given to Jessie by Dana Todd, who learnt this from a Google AdWords representative. Put pricing and booking information at the top and not all the way at the bottom. Win a free honeymooon, make it higher and more noticeable. The EBay for guns site. People can't find the help section at the top. Add a pop up to encourage people to register. Lee Mills said spread out top navigation more, make sign up now in middle of page a lot bigger. Put a phone number out there.

WhaleCommunications: keyword "ssl vpn". Goal is to download VPN white paper for free. Suggestions: Change it to "Download Free SSL White Paper" on the landing page. Type in Boxes. Its like $5 per click. What was extremely effective was to put "Boxes Save 50% vs. the "U". That helped increase the CTR dramatically. On that landing page, put pricing. The referral URL is excellent.


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