The Key To Sustainable Paid Search Is Relevancy
If you are looking to succeed in sustainable paid search marketing, you need to create relevant landing pages based on what keywords you are bidding on. This sounds simple, yet many online marketers are still driving most of their paid traffic to only a few landing pages, or worse, to just one. A great example is online dating. Let’s say you have this great online dating site, but you only have one landing page. Are all people looking for the same date? The answer of course is no. Some users may be looking to date an Asian female, others a male African-American. You can not send these users to the same generic landing page and hope to convert them in a cost-effective manner.
Let’s assume your cost per lead (CPL) goal is to attain new users for $4.00 a lead and that you want to scale as much as possible. Perhaps the Asian users have the highest retention or lifetime value on your site. You would want to build out a few different landing pages. For example, you could use creatives with a female Asian user with black hair in her 20s, a female Asian users with black hair in her 30s, one in her 40s, and one in her 50s. You would then want to build out the same pattern but with male pictures. Finally you would want to build out another theme, but with Asian couples. This would give you 12 landing pages, all targeted towards Asian users.
If you want to focus on niche markets, you could consider building landing pages for gay Asian users as well as lesbian Asian users. Examples would include a landing page with large-breasted Asian women and small-breasted Asian women, heavyset Asian couples, and heavy male Asian users etc…The possibilities are endless. Targeting by users locations using geo-ip software is a great way to create relevancy. You would track all of these users based on their LTV’s, as they would all be different.
This is just a brief example of how detailed you can get with your acquisition efforts. The more niche you get, the more difficult it usually it is to scale, but it can also be highly profitable as a means to acquire new users. It is important to test different variations of different elements on the landing pages as well or use Multi-Variant-Testing.
A relevant landing page also needs to be well designed. MarketingSherpa has some great pointers:
• Clear headline
• Compelling copy
• Careful use of search keywords
• Minimal navigation
• Minimum number of fields on the form
• Urgent call to action on button o Image use
Keep in mind, you will also always have to optimize your landing pages as they can always be improved, and leads or sales can always be attained for less!
This Asian online dating example can easily be incorporated into other online businesses such as insurance, education or auto quotes. The possibilities are endless.
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