PPC Landing Pages
- Landing Page Design: The add required a page offering the experience of an Aggressive DWI Defender to a prospective client who has, presumably, just been arrested for DWI. It was linked to, alternately, one of two landing pages, one featuring a YouTube video and one without the video for split-testing. Drupal has its own split testing module, although for this site Google Web Analyzer was used because of our SEO Analyst's familiarity.
- Launch Tracking: Although it can take Google many weeks to replace old records with the new site, the effect of the new PPC campaign is instantly trackable through Google Analytics (which is always one day behind) and Google Adwords, in addition to the complete specificity offered by Drupal's own tracking.
- Ongoing Adwords / Analytics Tracking: Each day the number of clicks registered on Adwords are compared against the number of hits on the landing pages (which had no other point of entry), the clicks on the "get a free consult" link, and the submission of free consult forms.
- Ongoing Reporting: The last (and most important) step is the creation of weekly (or monthly) reports to the client, graphing the relationship between leads (ad clicks), actions (link clicks) and conversions (consult submissions). Excluding the impact of seasonal variations (Christmas to New Years are high times for DWI arrests, we understand), the growth and level of activity should be steady, without more inputs.
- Ongoing PPC / Landing Page Modifications: PPC Landing Pages are set up in pairs as "original" and "challenger" versions (for example, the "challenger" might show a youtube video where the original had a fixed image), with a "conversion page" (in this case, the request for a free case review"). The analysis of split testing (using Google's Website Analyzer) shows which ad format is more effective at getting conversions. That ad is declared the "winner" and a new "challenger" is created, based on what worked. Additional changes can also be made to the Adwords copy, configuration and frequency (to increase leads).
- Ongoing SEO Modifications: Backlinks are key to organic search, and hours are devoted every month to building links with effective anchor text to relevant pages. Additional content is also being developed to support search targeting, as well as to promote the qualifications of the attorney for particular specialiy areas.
Step 8: Landing Page Design
Conclusion
At the end of the day, the cost of the redesign, copy writing, ad placement and additional SEO and PPC modifications must be weighed against the value of new clients attained through that process. Introducing unique phone numbers and email addresses can make it possible to determine the source of every new lead.
Competitive, outcomes-based web marketing can occur only once the rubber has met the road - once tracking and reporting reflect design and development. A qualified team of writers, coders, designers and project managers can work together to attain results that a solo operator with one or two areas of strength cannot hope to approach.
PPC Tarmac is ready to help you get the most from your Pay Per Click ad campaigns, whether your existing website is hosted here or not.
Call us at 845.750.6554 - or click for a free consult - and see what we can do for your business!
