the need to actually show your product in action . or what are the features that are gonna highlight it And that’s simplicity again.

 

 Dan Levy: Yeah . show it in the

context that the user is gonna be using it . so they could actually imagine themselves using it. They know how to use it. Aaron Orendorff: Yeah . instead of Catherine Zeta-Jones using it. Dan Levy: Right . yeah. Savvy marketers know already that they should be sending their campaign traffic not to their website .

 

 but ideally to a dedicated landing

page. As we talked about . I’m sure most of the basic rules of landing page optimization still apply here. But is there anything in particular marketers should keep in mind when designing landing pages for display ads Aaron Orendorff: Sure. I like to break this down into the two S’s .

 

 send and story. And send will

often be people talking ab List of conduit cn Cell Phone Numbers out aligning the call to action on your display ad with whatever the headline is that you’re sending them to. So it’s very clear . one for one . but send goes beyond just simply the copy itself into things like obviously design . image and color scheme.

 So there’s a very clear continuity

. It’s not a surprise to the pers how to keep your phone number when leaving a company on when they click it. There’s no adjustment period. And the same thing goes for the idea of story. I really love talking to clients about trying to think of their sales funnel as a story that unfolds. The job of the banner ad .

 

 the job of the display ad . of the Google AdWord is just to get the click . to entice . to compel an action. And often . you can use things like cliffhangers or the “I want” or a question to drive somebody to the next stage. And then you’re immediately answering it and propelling them onto the next part .

 

 the conversion point. And thinking about it like a story where they’re actually going through a process − there’s kind of this narrative art; there’s a character; they’re the main character of it − really helps you think in those continuity terms a little bit stronger than simply saying . “send” and make it feel the same to us.

 

 Dan Levy: Yeah . that’s interesting

. yeah . using the framework of story to make sure that every element on your page leads you to the next . just the way that a paragraph would in a story. Aaron Orendorff: Oh . yeah . and having a consistent emotion. I mean .

 

 okay . so this is obviously − this applies to any sort of campaign . any sort of funnel. The same stuff . image and color absolutely applies to mobile and smaller and display ads. But the story . having a continuous feel . okay . if you’re gonna go after somebody’s fear .

 

 then don’t shift emotions on them from a scary ad to a comforting landing page . right If you’re going after someone’s excitement . or you’re enticing them . or if it’s driven by lust . then run with it. That’s the emotion that should be amplified every step. Dan Levy: Yeah .