Post-Click Marketing Review: Week of July 10th

• Adding video to your landing pages is a great way to lift conversion and increase engagement, but it’s important to test it first — video isn’t right for every offer or medium. A video landing pages case study from Jeanne Jennings at ClickZ describes how a landing page with video converted 30% less visitors than a plain free trial landing page.
• Is it time to kick your Google Quality Score back into gear? PPCHero has 3 tips to improve your ad click-through rates and quality score, and of course, make Google richer.
• “$1,2000 - $1,800 for graphics and code”, “$400 for a hero shot” — eek. Creating and testing landing pages can be extremely resource intensive, so Gab Goldenberg of Search Engine Journal put together 3 tips for creating and testing landing pages on an SMB budget. Great advice for SMBs, but Gab failed to mention that a holistic landing management platform saves resources and speeds up landing page production. By eliminating the need for design, IT, hosting, and testing, while improving marketing performance, they can be affordable for SMBs, too!

• BtoB Magazine reports that “more than half [of marketers polled] gave search engine marketing a low ranking for its ability to effect online conversions”. Search is hard — no doubt. But an effective post-click marketing program dramatically improves search conversions. It’s not all about the click — it’s what happens post-click.