If you happen to be at SES New York this week, please join us for the
Ad Copy & Landing Page Clinic at 4:45PM on Tuesday, March 18.
This session should be great fun, as it's entirely interactive with the audience. No boring PowerPoint presentations. Instead, anyone in attendance can offer up their SEM ads and landing pages to be evaluated in real-time. It's kind of like
American Idol for landing experiences. I'll be sharing the stage with Kris Jones, the CEO of
Pepperjam, and Matt Naeger, a vice president from
Impaqt.
In case you're not able to make the event, I'll give you my 5-point criteria for evaluating landing experiences that I'll be using in the session:
- Message match: continuity, expectations, credibility; recognize that the ad is the first step of the experience and make sure you have pre-click/post-click alignment.
- Simplicity: clarity of purpose, minimal distractions, "relate" to your respondents but don't overwhelm them.
- Branding: make a great first impression, signal that you're a top-notch organization and that you care about what your customers think of you.
- Segmentation: search engine ads are brief and context can vary, so be sure to disambiguate your audience while finding ways to engage them.
- Reciprocity: give authentic content to receive authentic responses, make a compelling offer, and don't ask for (or give) too much.
We'll see where Kris, Matt, and the audience agree or disagree. Hope to see you there -- please do stop by and introduce yourself.
-- Scott Brinker
