Post-Click Marketing For Search Marketers

Feb 22, 2009 at 5:16pm ET by Scott Brinker

Over the past year, the term "post-click marketing" has come up more frequently in search marketing discussions, especially in the context of improving conversion rates and overall search ROI. At SMX West earlier this month, Gordon Hotchkiss of Enquiro unequivocally declared that post-click marketing moves the needle for their clients more than any other aspect of search marketing. So what exactly is post-click marketing and how can you leverage it in your search marketing program? Here's a brief introduction. Post-click marketing > landing pages The simplest definition of post-cli [...]

Filed in: Features: Analysis, Search Ads: Behavioral Targeting, Search Marketing: Landing Pages

Segmenting Search Respondents With 2-Step Landing Pages

Dec 18, 2008 at 12:30pm ET by Scott Brinker

My earlier article, A Completely Different Kind of Landing Page Optimization, discussed the rationale for delivering segment-specific landing pages to different niche audiences in your search marketing. Instead of having a one-size-fits-all landing page that you try to continually optimize ad nauseum with different variations of content (headline, body copy, image), segment optimization focuses on building separate pages for each distinct group in your audience. Having segment-specific landing pages is straightforward when you can identify segment-specific keywords. But what if you can't un [...]

Filed in: How To: PPC, Search Marketing: Landing Pages

A Completely Different Kind Of Landing Page Optimization

Oct 22, 2008 at 10:21am ET by Scott Brinker

What exactly is landing page optimization? For most search marketers, optimizing landing pages means A/B testing and multivariate testing (MVT). It means using tools such as Google Website Optimizer to experiment with different arrangements of a page - or different variations in the content of a page - to maximize its conversion rate. We may ask questions about many different elements of a page. Which headline works best? Is the offer button better with "complimentary shipping" or "free shipping"? Does a picture of the product compel more people than an image of a friendly customer service [...]

Filed in: How To: PPC, Search Marketing: Landing Pages

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