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Click on the topics below to read older, but still relevant, news and perspectives from Third Person...

8/13/2014
Our new web site is out of sight

7/30/2012
Fancy Advertising Can Set You Up For Failure

3/20/2012
Mining Gold from Old Marketing Channels

3/19/2012
SEO Series: Lesson #3 of 7

12/23/2011
SEO Series: Lesson #2B of 7

12/20/2011
Two Heads of Franchise Marketing

12/20/2011
5 Tips for More Powerful Internet Searches

12/16/2011
SEO Series: Lesson #2A of 7

12/9/2011
SEO Series: Lesson #1 of 7

12/8/2011
SEO Series: Introduction

11/16/2011
Marketing Simplified - An InfoGraphic

10/27/2011
New Generation of Market Research Services

9/15/2011
Is Your Advertising Agency the Right Fit for You? Pt 3: Chemistry

8/29/2011
Must Ask Social Media Questions #2

8/17/2011
Is Your Advertising Agency the Right Fit for You? Pt 2: Cost

7/25/2011
Must Ask Social Media Questions #1

6/28/2011
Why You Should be Using Psychology in Advertising

5/25/2011
Is Your Advertising Agency the Right Fit for You? Pt 1: Creativity

4/22/2011
What Does it Cost You to "Do It All"?

3/17/2011
Marketing & Advertising Are NOT the Same

3/4/2011
Our Advertising Agency Promise to You in 2011

2/15/2011
Now Hiring: Advertising & Marketing Intern

2/8/2011
Advertising Partner Teaches Guerrilla Marketing

1/20/2011
Web Site Analytics Using Heat Mapping

1/4/2011
Tips for Effective Marketing Planning

12/20/2010
The Story of Rudolph the Red-Nosed Reindeer

12/9/2010
Our New Advertising Vice President - Account Services

11/15/2010
5 Reasons to NOT Use Home Pages in PPC Ads

11/1/2010
10 Marketing & Advertising Commandments

10/19/2010
New Agency Team Members

9/27/2010
Great Advertising is Not For the Faint of Heart

9/16/2010
The Advertising Merry-Go-Round

8/16/2010
Measuring Social Media ROI

8/4/2010
3 Social Media Myths

7/21/2010
Email & Direct Mail Still Best to Drive Sales

6/17/2010
Batteries Plus Selects Third Person, Inc.

5/4/2010
Web Site Design for Manufacturing

4/20/2010
Advertising Intern - Summer 2010

4/16/2010
Bemis Clysar Direct Mail Results

4/7/2010
Bemis Clysar Selects New Ad Agency

4/2/2010
A Twitter Client Comparison

3/2/2010
Third Person VP is also UWM Instructor

2/2/2010
Now Hiring: Advertising & Marketing Intern

1/28/2010
3 Side Effects of Social Media - #3

1/15/2010
3 Side Effects of Social Media - #2

1/14/2010
Milwaukee Art Museum Selects Third Person, Inc.

1/5/2010
3 Side Effects of Social Media - #1

11/19/2009
Batteries Plus Chooses Third Person, Inc.

11/10/2009
Third Person Twitter

9/30/2009
7 Free Keyword Research Tools

9/20/2009
6 Free Resources for Understanding Twitter

8/18/2009
How much time do people spend on social media?

8/4/2009
The "Get Started on Twitter" Resource

7/2/2009
It's Official — Non-profit Organizations Love Third Person

6/26/2009
Get Free Wisconsin Chamber Orchestra Concerts on the Square Tickets

6/9/2009
The "Get Started with Linked In" Resource

5/29/2009
Center for Deaf-Blind Persons Chooses Third Person

5/13/2009
JSOnline Selects Third Person Founder as a Top Milwaukee Twitter-er

5/5/2009
The "Get Started with Social Meida" Resource

5/1/2009
Thank You Loras College Students

4/22/2009
Introducing "Perspectives" - Our Free E-publication

4/13/2009
Vulcan Industries Corporation

4/9/2009
School Perceptions Launches a New Web Site Designed by Third Person

3/4/2009
Search Engine Optimization

1/30/2009
Harley-Davidson

1/9/2009
New Berlin Plastics

12/10/2008
Social Marketing Strategies

11/19/2008
Third Person - Guerilla Marketing Campaign

11/14/2008
Melinda's Mutterings:

10/28/2008
Brady Corporation

10/15/2008
Von Schrader

9/29/2008
Valpak & The Martha Stewart Show

9/16/2008
School Perceptions & University of Wisconsin-Madison

8/27/2008
Harley-Davidson

4/22/2008
Valpak

Current Third Person News

November 15, 2010

One
 of the top Milwaukee Ad Agencies, Third Person, helps small businesses
and franchise businesses understand the importance of landing pages in paid search advertisingWant to Improve Your Paid Search ROI?
Stop Linking Your PPC Ads to Your Home Page.

As an advertising medium, paid search marketing, also known as pay per click advertising, has a lot to offer, especially for smaller businesses or franchisees with smaller budgets.

To get the most from your paid search dollars, you need to stop measuring clicks and start measuring conversions

To start moving tracking conversions instead of clicks, stop taking your visitors to your web site's home page.  Instead, direct them to very targeted, action-oriented web pages, called landing pages

What does a landing page offer that your web site home page cannot?  Let's break it down.

A landing page:

1. Provides an Offer --

Your landing page doesn’t need to sell your product, service, or company. It just needs to sell your offer. A good landing page does what your home page should never do... namely, focus on a single call to action, such as download a free whitepaper or sign-up for a sales demo, while excluding extraneous company information.

2. Removes the Distraction of Navigation --

A landing page allows you do to something you’d never do on your web site home page -- remove the navigation. Many eye tracking studies have found that navigation draws attention away from your offer and conversion action. Simpler pages almost always work better for lead generation.

Want an even more compelling reason to eliminate navigation from your landing pages?  Each link is an invitation for the visitor (for which you paid for) to click away instead of converting. As Marketing Sherpa points out, “It’s tempting to leave those links just in case the visitor wants to dig through your site and learn more. Drop this fantasy. Your goal is to sell your offer, and the only thing those links can do is reduce your conversions.” Plus, you can always share additional information after they convert, on the thank you page or via your lead nurturing.

3.  Customizes the Offer to the Searcher --

When a prospect clicks to your site, they decide in just a few seconds whether to stick around or bail. To make this decision, they consider two things: “Does this page look hard or complicated?” and “Is this page relevant to what I searched for?” To influence the latter, make sure your page directly connects to the search term and your ad. This means you could have several, dozens or even hundreds of landing pages — at least one per ad group and ideally one for your each of your top keywords. But, no matter how many landing pages you decide to create, you only have one home page.

4.  Makes ROI Measurement Simpler --

With landing pages, visitors can tell you what they think of your landing page and offer by whether or not they convert (take you up on your offer and fill out your form). You can add parameters to the landing page URL (and therefore forming a tracking URL) or special tracking code to the page programming that allows you to measure the ROI of your ads and keywords based on relative click-through and conversion rates. Doing this for your home page is much more complicated than it would be with a landing page.

5. Allows for Testing & Tweaking to Maximize ROI --

For your paid search campaign to succeed, dump the "set and forget" mentality that many advertisers have. Online lead generation campaigns require regular tracking and tweaking.  For this reason, it's crucial to utilize landing pages. Changing any single landing page is relatively simple and easy to test, but changing your home page can be much more complicated -- requiring that the changes you make appeal to all of your sites audience groups, positively impact your search engine optimization, are approved by all of your home page's stakeholders, and more.  These complications rarely apply to changes made on a landing page.

Want to learn more about paid search advertising? A very thorough resource for beginners is available at www.graphics.com

Want to learn more about search engine optimization?  Sign up for the FREE e-learning series, "7 Simple Steps to Basic Search Engine Optimization". 

 

THIRD PERSON INC. 205 West Highland Avenue, Suite 308, Milwaukee, Wisconsin 53203 — T (414) 221.9810 F (414) 221.9812

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