If you are a PPC professional, you don’t need any convincing on why you should use dedicated landing pages (LP) for your lead-gen campaigns. LPs usually have a higher conversion rate, which means a lower cost per conversion and therefore greater ROI. However, is that always the case? If you are selling something that is of a “sensitive” nature aka, a high-involvement decision or those where the implications and potential risks of the purchase decision have a high emotional impact, then there is a good chance that dedicated landing pages, no matter how well it is optimized for conversion, may not cut it. Our example below is one of those cases. (To clarify, by landing page, I am referring to pages you may have created using a tool such as Unbounce, Instapage and so on). A typical landing page Choosing A Summer Camp For Your Child Where to send your child for the summer break; it is an critical decision for any parent. You are likely to want to … [Read more...] about Landing Page Considerations for High Involvement (Education) Campaigns
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There is little doubt that duplicate content on a site can be one of the biggest battles an SEO has to fight against. Too many content management systems are designed for and work great with content, but few SEO considerations are included in how that content is implemented throughout the website. There are two kinds of duplicate content, onsite and offsite. Onsite duplication is content that is duplicated on two or more pages of your own site. Offsite duplication is when the content of one site is displayed on other websites. Onsite duplication is an issue you have control over while offsite duplication may be beyond your control. Both are problematic. Why is Duplicate Content an Issue? The best way to explain why duplicate content is bad is to first point out why unique content is good. Unique content sets you apart. It makes you different. It helps you stand out. Why? Because that content is unique to you and you alone. When you use the same text to describe your products as the … [Read more...] about The Complete Guide to Mastering Duplicate Content Issues
If you were paying attention, you might recall that Google launched Remarketing Lists for Search Ads (RLSAs) at the end of June this year. Now that we’ve had a few months of experimenting with how to best make use of this feature, we’ve managed to come to some interesting preliminary conclusions. First, let’s revisit a couple of the basics: What Are RLSAs? RLSA campaigns use your remarketing lists to remarket to users on the Search Network. In layman’s terms, if someone has been to your website before, you can now use RLSA to set up a separate strategy for targeting them on Google.com and other sites in the company’s search network. Why Are They Important? RLSAs are potentially a game changer, and there is a reason that Google refers to it as “Remarketing 3.0” — it allows us to reap all the rewards we’ve had from regular remarketing on the extremely-focused and targeted search platform. How Do You Implement Them? Go into any Search … [Read more...] about How Should You Be Using RLSAs?