Nate Sandford wraps up the "Introduction to Paid Search" video series with a compelling case for picking proper landing pages and testing to continually improve your conversion rates. Most marketers know the importance of landing pages, but many still do not know what constitutes a good one. Nate shares the elements of a webpage that make for great landing pages and cautions you that testing will always slaughter the sacred cows of best practices in the August paid search workshop.

Paid Search Workshop: August 4, 2009

Length: 55 min.

You will learn:

• Which interface Microsoft will use when it overtakes Yahoo's search functionality
• How Google's new bid simulator works
• How your landing page affects your conversion rate
• Why you should always be testing your landing pages
• Why you shouldn't use your home page as a landing page
• Why your top keywords should always appear on the landing page
• The amount of time you have to convince a visitor they
  are in the right place
• The importance of including an "add to cart" button on
  landing pages
• Why testing is so important to paid search success
• How phone numbers in ad copy affect clickthrough and
  conversion rates

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