Headline

The headline is key, and it’s job is to get the reader to want to read the body copy of the squeeze page. Some people even claim the headline play 80% of the role of the entire page, so is something worth considering carefully.

The best headlines on a squeeze page display a very clear and strong benefit for the reader. Let’s take an example, if you are selling a product that helps people lose weight then you could say this:

“7 techniques for healthy eating” OR “7 Proven Tips For Losing 24 Pounds in 3 Days”

The first example, although promising advice doesn’t have a strong benefit like the 2nd one does.

Body Copy

The job of the body copy is to get the reader to want to leave their details in the sign up box. The body copy also plays a crucial role, as do all parts of the squeeze page. In this section remember to carry on with the same beneficial theme that you promised in your headline, and please do not start introducing all sorts of other new ideas, because this will only confuse the reader.

Bullet points work well in the body copy, so that the reader can quickly and easily see the benefits. Do not over do the body copy, as you want to be able to keep the page short and to the point.

Sign Up Box

The sign up box is not just something that you should put little thought into, and just whack it up. Instead, make sure that firstly it is very obvious and not hard to find, and also ask for as little info from the visitor as possible, by this I mean just the first name and email is fine. In addition to this when adding the text to the submit button, make this text into a benefit. So instead of saying “subscribe” say something like: “Grab My Weight Lose Tips” Make sure this is the same benefit promised in the headline and through out the page too.

You will also want to test where the best place to have the sign up box is. I have tested having the sign up box above the fold of the page and below and seen better conversions with the box above the fold. I have also tested having three sign up boxes on the page, when I have more text on the actual page and also noticed a positive increase in sign ups. However the golden rule is testing, always test what you do and this is the only true way of knowing what works in your niche.

I have also experimented with using small blocks of text, kind of like how Google has their ads. The theory behind this is that people prefer to read small bit size chunks of text rather than scrolling across the entire page. Anyway I saw conversion improvements when I did this too.

Spam Notice

Make sure that you add a sentence that reassures the customer that not only will you not misuse their information, by giving their email address, but also make sure you add a sentence that states that they can very easily unsubscribe whenever they want with ease.

Moving the Free Line

Another tactic that has worked well for me and continues to do so is giving away something for FREE to the customer before you even require their email address. This can come in the form of a video or audio on the page, but PLEASE make sure that you do NOT provide something that requires the customer to leave your page to get it, otherwise you risk losing them altogether.

Results

A good squeeze page should be converting at about 30-50% of the visitors to leads on your auto-responder. If you are doing less than this then you might want to consider all the features we have discussed and adjust you page accordingly.

Follow Up

When you have managed to collect a new lead for your list it is important to let that person now that they are valued and that you intent to, ‘A’ give them what you promised and ‘B’ continue to provide them quality advice if they stay on your list. Therefore make sure when they confirm email that you take them to the product you are offering.

Also in the first 10-12 days of being on your email list people should be receiving great free content from you, and not just boring emails that lack beneficial tips.

Happy squeezing,

Matt

Found this video pretty informative, so thought I would share it with you all. The chief economist from Google discusses Quality Score! If you can get a great quality score in your PPC campaigns then you will drive you cost per click down, and this can turn into huge savings. For example if you are paying 40cents a click and can get it down to 35cents, you have saved 12.5%, imagine if you are spending $500 a week, that is about $60 saved!!

So let’ s have a look at just what you need to do to create a profitable adwords campaign.

Mind Set Of The Buyer

The first and most important thing that you need to consider is the mindset of the buyer. This may sound rather obvious but I have seen a lot of campaigns that have adgroups full of useless keywords. What this means is that when these so called ‘useless’ keywords get typed into the search engine by a person then your ad gets shown.

Let me just back track for a second…a useless keyword is one that is typed in by a customer who is in information seeking mode and not interested in buying anything. For example a person might type “German Shepherd” into the search engines, but this does not mean that they want a product for training their dog, they might just want to see pictures of German Shepherds, but your ads still show if you put the exact match keyword “German Shepherd” in your adgroup.

Adgroups

Another important trick to make sure you do is to have tightly focused ad groups and by this I mean only have one keyword in each adgroup. Please for the love of all things good, do NOT have hundreds of keywords in one adgroup, as this is a recipe for disaster.

For example you may being selling  acne treatment online, so a good adgroup would have the word, ance cure using all three match types. However a poor adgroup would have the words, pimples, zits, bad skins and acne altogether.

If you do this then you create adgroups that are not relevant, because the ad running for that adgroup can not be relevant to all keywords triggering it.

Benefits

With limited characters to write with in your ad copy your must make sure that you don’t waste any! Therefore ensure that the first line of the ad has a strong benefit to the customer, and the second line has a call to action. The other thing to avoid is not to continue one thought from one line of ad copy to the next, instead try and finish each thought on the line.

Landing Pages

A good adwords campaign is one where every part pulls its weight and all parts remain relevant. By this I mean that the keywords need to be tight, and the ad groups need to run ads that contain benefits, and finally the destination landing page must convert to sales!

You have about 7 seconds to grab the visitors attention and get them to take the action you desire on the page. Therefore you need to make sure it is very obvious what they are meant to do. If your goal is to collect an email address then you will want to have a bold headline explaining the benefit and an even clearer sign up box!

Bad landing page are cluttered and make it difficult for the visitor to work out what they need to do. Basically if you make it hard work for the guest you will lose them

Another important aspect of landing pages to note is that most people’s eyes hover over the top middle and top left of the page, so make the most of this space!!

Perhaps the most important part of landing pages is to create theme based around themes. By this I mean group your adgroups into themes where the adgroups in theme are closely related. For example in the acne niche you might want to have a theme for all the adgroups that mention pimples, another one for all the adgroups that mention acne, bad skin, zits etc…

Next you create unique landing pages for each theme. This way the page is more relevant for the visitor and you will get a better quality score from Google.

Tracking

Conversion tracking is super easy to do, yet is not done enough. Too often I talk to people that are doing PPC but have no tracking going on. Sure you might make sales but you could be fine tuning your efforts if you knew exactly where the sales where coming from. When inside your Google adwords campaign, click the tools tab and then tracking. Next you set up a new action that you want to track and Google will generate a piece of tracking code that you paste into the page that the customer arrives on after completing the action that you desired. This may be signing up to your email list or purchasing a product.

If you take nothing else from this post, take this: RELEVANCY and TRACKING are your best friends when it comes to PPC success!

See ya

Matt Carter