Deliver on the promise from ad to landing page [Podcast]

Increase your ROI with actionable insights to optimize the click-to-conversion process

Looking for great tips on PPC conversion rate optimization?

Navah Hopkins, PPC expert and SEJ contributor, joins me on the SEJShow where we explore the art and science of converting ad clicks into valuable conversions. She covers the critical journey from ad to landing pageant and shares strategies and techniques to help you deliver on the promise made in your ad.

Whether you’re a seasoned pro or a newbie, this podcast episode is a must-read for anyone looking to take their conversion rates to the next level.

Navah Hopkins is Optmyzr’s evangelist. A veteran of the digital marketing industry, she started in SEO in 2008 and transitioned to PPC in 2012. In 2019 she became a founding member of the Paid Search Association, a group dedicated to empowering the next generation of PPC practitioners and as such acts as a resource for all practitioners to learn from and share with the community.

Now, landing page experience is a core component of Quality Score, which is a core component of Ad Rank that affects your cost per click, at least in Google and Microsoft PPC campaigns. And the interesting thing is that there are two parts to the landing page experience: The first part is how well the landing page delivers on the promise you made in your ad in relation to the keywords you are targeting , or the audiences you’re targeting. The other part is a bit technical and you may need to work with your SEO friends or use a tool that integrates some of these things. Is the ad bot able to crawl your landing page to generate a Quality Score? Do left, right, and center popups appear? Will you have modules that may not necessarily behave? So there is a technical component and then there is the content component. And what I think needs to be considered with many PPCs is the technical component. -Navah Hopkins, 04:47

I’ve always thought about using SEO or normal website pages as a big distraction for PPC campaigns. Usually with PPC campaigns, someone knows where they are going. You want to keep them in that funnel and follow that call to action so they make that purchase. But it looks like in PPC you can get someone to heed that call to action. With SEO, on the other hand, we do exactly the opposite. We weave this web of distractions to show that it’s an authority, and there’s reviews, FAQs, and there’s the schema, and there’s everything else, like everything down the line and shortcuts and navigation. –Loren Baker, 10:07

If we want curated experiences, we need to know how to say yes. Because that’s another thing: What does that experience look like? And we can talk about what cookie consent looks like on the landing page. Also, it’s important to keep in mind that if you say no to tracking, which is a valid decision, you simply have to expect to see invalid ads. —Navah Hopkins, 6:00 p.m

[00:00] – About Nava.
[03:35] – What is landing page experience and how does it affect the overall performance of PPC?
[12:52] – How important is landing page compliance for in-app browsers?
[19:32] – Which is worse: anger clicks or abandoned carts?
[24:02] – Metrics for landing pages.
[27:45] – What is Performance Max?
[32:23] – Opportunities in AI.
[35:43] – Tips for managing multiple campaigns and pages.

Mentioned resources:

Maximum Performance: https://support.google.com/google-ads/answer/10724817?hl=en
GoogleIO: https://io.google/2023/

The interesting thing is, when you see that YouTube ads and others in particular are making up the lion’s share of your budget, there’s a good chance you’re not spending enough money on transactional search. More importantly, your landing pages are likely to serve to people who aren’t as relevant. So make sure to include some of your competitor websites as an audience signal when building your P-max campaigns. –Navah Hopkins, 31:17

One of the things I want every consumer to think about is if they want the experience of walking around New York City and seeing billboards everywhere. Or if you want the experience, “I walked into a pop-up store I visited and I have this very curated shopping experience just for me.” No judgment, but remember that advertisers and SEOs only know about the Have data that we have consented to provide. So you have to share this data to expect the landing pages to be a perfect match. –Navah Hopkins, 14:34

I think this new visual age is exciting and interesting, but this is one of those areas where now is a good time to fail fast and test playing with videos, displays, ads and content. Learn how to customize your landing pages to take advantage. Because if you treat your landing pages that come from technical sources the same way you treat visuals, you probably need to include some ways to engage with your customers.–Navah Hopkins, 11:53

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Connect with Nava Hopkins:

Meet Navah Hopkins, the evangelist for Optmyzr. With over a decade of experience in digital marketing, she knows the ins and outs of SEO and PPC like the back of her hand.

Navah is about sharing knowledge and spreading the love of paid search. She is a regular contributor to SEJ, SEMrush, and WordStream. In addition, she is a sought-after speaker who shares her knowledge with audiences around the world.

In fact, Navah loves PPC so much that she’s a founding member of the Paid Search Association. Along with her colleagues, she is dedicated to nurturing the next generation of PPC professionals and creating a community of collaboration and learning.

Connect with Navah on LinkedIn: https://www.linkedin.com/in/navahhopkins/
Follow her on Twitter: https://twitter.com/navahf

Contact Loren Baker, Founder of Search Engine Journal:

Follow him on Twitter: https://www.twitter.com/lorenbaker
Connect with him on LinkedIn: https://www.linkedin.com/in/lorenbaker