As PPC advertising costs continue to increase, more and more savvy publishers and authors turn to Name Squeeze eCommerce Conversion Architecture to hold onto PPC profits and keep PPC as a cornerstone of their 2006 Internet Marketing Strategy.
Executive Summary
- PPC Costs are reported to be up 20 to 30 percent for 2005
- PPC media buying techniques can help, but Internet marketing pros need more
- Industry gurus lead the way with Name Squeeze eCommerce Conversion Architecture that can increase PPC ROI by as much as 3X
While industry-wide PPC inflation trends aren’t in yet for 2005, PPC media buyers I talk with tell me that their average PPC price paid for a given popular keyword phrase has gone up by 20 to 30 percent for 2005 compared to the same PPC cost for 2004. This is on top of the industry-wide 2004 over 2003 increase of 26 percent. While this continues to be a great reason to invest in Google, rising PPC costs are making it harder for many Internet marketers to make PPC work as a simple cornerstone for their Internet Marketing Strategy.
While there are many great PPC media buying strategies to manage the steady increase in PPC costs like these:
- Buy longer keyword phrases that convert better and cost less;
- Use bid management software to vary bid rates by day and day part to match higher bids with higher conversion rates;
- Write more conservative search results copy to lower CTR (click-thru-rates) and presumably screen visitors who won’t increase your landing page conversion rates
… many publishers and authors are turning to a new kind of landing page to increase conversion rates as a key driver of their 2006 Internet Marketing Strategy.
Name Squeeze eCommerce Conversion Architecture
While execution varies widely for Name Squeeze eCommerce Conversion Architecture, the concept behind this type of PPC landing page is simple: Trade the visitor information they want (the answer to their search question does nicely) for their email address and maybe their name, postal address and/or phone number – before you ask for money.My colleague and writing partner, Peter A. Schaible, recently did a landing page review of Richard Schefren’s Baby Model Secrets Mequoda Product Marketing Website.
While Peter was less than impressed with some aspects of the landing page and website, he and I agree that Schefren is a master of Name Squeeze eCommerce Conversion Architecture. And Schefren knows what to do with the visitor’s name and email address beyond using it to personalize the full sales letter on the next page of this simple but effective order flow. Peter tells me he’s still getting conversion emails with advice about his off-spring’s future as a successful baby model.
Results: While Schefren is tight lipped about his results, I’ve seen other test results that show a doubling of PPC ROI on day one for the landing page session. Add to that more revenue generated from the captured email address and subsequent email conversion rates and you get a 30-day ROI that is often triple the result of dropping users onto a page where their only option is to buy the product or not.
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If you’re not using Name Squeeze eCommerce Conversion Architecture to increase your PPC landing page conversion rates, now might be a good time to start. Rumor has it that Google has no immediate plans to lower its rates or do anything that would limit the rising competition for PPC Adwords that is driving PPC inflation rates at five times the cost increases we’re seeing from most other media.
While you’re at it, you might also consider upping your position in Google.
If you’ve got an example of good (or bad) Name Squeeze eCommerce Conversion Architecture, please share the exact URL by posting it with your comments. Peter and I will share our opinion in the comments section of this article and consider it for a Mequoda Landing Page Review.
Note: The details of the case have been modified to protect the identity of the publisher and program. If you’ve got a case study you’d like to share, send me an email. Your privacy is my top concern.
