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2 2 Quick Guide: Landing Pages & Leads Here is a complete user s guide to WordStream's NEW Landing Pages & Leads feature for PPC Advisor. To skip ahead, please make use of the handy table of contents below. If you have a question not listed here, shoot us a note and we'll be sure to answer it and add it to the list. Table of Contents Launch Creation of a New Page Name a Page Apply a Color Theme & Background Color Add a Logo Add a Main Image Add a Headline & Body Copy Customize a Lead Capture Form Build a Thank You Page Add a Downloadable Document Add Conversion Tracking Code Redirect Users to a URL Assign a Landing Page URL Set Up a Custom Sub Domain Add Analytics Tracking Code Add a Footer Publish a Page Preview a Page Edit a Page Rename a Page Pause or Activate a Page Delete a Page View Collected Leads Export Leads Analyze Landing Pages

3 3 Launch Creation of a New Page Log into your WordStream account. Navigate to the tab called Landing Pages at the top of your PPC Advisor screen. Click the large orange button at the top right that says Create New Landing Page! to start building a new page. Name a Page In Step 1 of Getting Ready to Build, you are asked to nickname your page so that it is easy to reference and can be distinguished from the rest of your landing pages. Choose a name that will be meaningful to you later on, such as Demo Sign-up, or Request Flooring Quote. This name will also be used as the HTML <title> of the page, and will therefore appear in browser and taskbar tabs. Apply a Color Theme and Background Color Navigate to the Theme icon on the left side of your Landing Page Tool. Under Color Palette, check off one of the three color theme options (Download Now Green, Takin Action Orange, Bullseye Blue), which will apply to both the header and CTA (call-to-action) on your lead capture form. In the Background Color field directly below the themes, click inside the entry box to select a custom color from the dropdown or enter a hex code. This color will apply to the bottom half of your landing page. Add a Logo Navigate to the Theme icon on the left side of your Landing Page Tool. To include a logo, click on the Company Logo bar in the tool. Select Upload to browse your computer and add your image of choice. JPG, PNG, and GIF formats are supported, and the maximum size is 1 MB. You can make various edits to your logo (e.g., resize, crop, filter, enhance) by clicking the blue "Edit" button at the bottom of the Image Loader pop-up. Once your edits are complete, click the blue "Save" button at the top right of the editor screen. To have your logo redirect visitors to another page, enter the full web address starting with " (e.g., in the field called Logo URL. Note: Make sure to switch the On/Off lever before moving on to the next step. Selecting Off will prevent your uploaded logo from being shown. Add a Main Image Navigate to the Theme icon on the left side of your Landing Page Tool. To include a large main image, click on the Main Image bar in the tool. Select Upload to browse your computer and add your image of choice. JPG, PNG, and GIF formats are supported, and the maximum size is 1 MB. You can make various edits to this image (e.g., resize, crop, filter, enhance) by clicking the blue "Edit" button at the bottom of the Image Loader pop-up. Once your edits are complete, click the blue "Save" button at the top right of the editor screen. Note: Make sure to switch the On/Off lever before moving on to the next step. Selecting Off will prevent your main image from being shown.

4 4 Add Headline and Body Copy Navigate to the Content icon on the left side of your Landing Page Tool. Use the two text editor boxes to create copy for both your headline and page body. The toolbar at the top of each box allows you to customize text and add in images as desired. Customize a Lead Capture Form Navigate to the Form icon on the left side of your Landing Page Tool. Click on the bar that says Form Header and type in the text box to create a header that will appear at the very top of your lead capture form. Click on the bar that says Form Fields to customize the content of your capture form. Fields can be added (checkboxes at top), removed (uncheck boxes at top or click the red X to the right of each field), or edited (click the blue gear icon to the right of each field). To add custom fields such as dropdowns, radio buttons, checkboxes, or free response areas, click on the Custom Fields tab. The ordering of your fields can be edited simply by drag-and-drop. Click the bar that says Call-To-Action Button and type in the box to create a label for your clickable CTA, which will appear at the bottom of the form. Some good, motivating examples for CTA include Download Now! and Request a Demo! Note: Make sure to switch the On/Off lever on the Form Header section. Selecting Off will prevent your header from being shown. Build a Thank You Page Navigate to the Form icon on the left side of your Landing Page Tool. Click on the Thank You Page bar in the tool and select the Thank You Page option. Enter thank you messaging in the text box below, customizing text and adding in images as desired. Add a Downloadable Document Navigate to the Form icon on the left side of your Landing Page Tool. Click on the Thank You Page bar in the tool and find the second field down that says Add an asset for users, such as a whitepaper. Click the blue Browse button and upload your file, which will download automatically to your lead s computer once the capture form has been submitted. Note: You must select Thank You Page as an option before you can upload a document for download. If you select the Redirect users to the following URL option, you will not be able to attach a document. Add Conversion Tracking Code Navigate to the 20-Minute Work Week, and then to Manage PPC. Go to Show Me More and find Conversion Tracking in the list. If you are going to reuse one of your existing conversions, click on it in the left tree so that the code appears in the box on the right. If you would like to create a new conversion, click the funnel + button near the top of the screen. Once the code appears in the box, select and copy it to your computer s clipboard. Navigate to the Form icon on the left side of your Landing Page Tool. Click on the Thank You Page bar in the tool and paste your conversion code into the light yellow text field at the bottom.

5 5 Note: You may enter multiple pieces of tracking code into this text field, including Google AdWords and Bing. Redirect Users to a URL Navigate to the Form icon on the left side of your Landing Page Tool. Click on the Thank You Page bar in the tool and select the "Redirect users to the following URL" option at the very bottom, and enter your full destination URL in the bottom text field (e.g., Assign a Landing Page URL Navigate to the Settings icon on the left side of your Landing Page Tool. Click on the Landing Page URL bar in the tool and type a URL for your new page in the Domain box. Note: This URL will be visible to users at the end of your web address (for example, if you chose to make the URL enter_contest, it would appear as the bold section in the following: Set Up a Custom Sub Domain A sub domain is the piece of your web address that is most likely "www" and appears in bold in the following example: Since the www sub domain is probably where you keep your main website, WordStream cannot publish landing pages there. Instead, you ll need to create a new sub domain that WordStream can use. When deciding what to choose for this new sub domain, keep in mind: a) It will be the same for all your WordStream-created landing pages. b) It will be a real, visible part of your landing page address. Navigate back to the Landing Pages tab and find the gear icon near the top left of the table; a Sub Domain Name Setup box will pop up. Your new sub domain should look professional, nonspecific, and like part of your site. Some good examples include marketing, info, or offers. Avoid using anything that looks too similar to another site, nonsensical words or phrases, or anything too personal, like your own initials. In the Domain field of the pop-up box, enter the main part of your actual domain. For example: If your website s full address was you would enter just the abcmarketing.com portion in this field. When you click the blue Add Domain button, you will be given a long web address which will be an important piece of information as you create a CNAME entry or CNAME record. Copy this address along with your custom sub domain name and contact your domain name registrar (the organization that manages your domain name - click here

6 6 to find your registrar) to set up your sub domain. Once you complete this step, you will have to wait up to 48 hours for the internet to verify your new sub domain. You can always go back to the gear icon to check on the status. Note: Need more help contacting your registrar? Detailed instructions are as follows: You will need two key pieces of information in order to register your new sub domain: 1. Your custom sub domain name 2. Your unique long WordStream address, also called a CNAME entry, shown in the pop-up below. You can now either ask your IT department to contact your domain name registrar with this information or contact them yourself in order to complete the setup of your new sub domain. Once this has been done, you will have to wait up to 48 hours for the internet to verify your new sub domain. You can always click the gear icon at the top left of the Landing Page Tool to check on the status to see if it has changed from Pending to Verified. The following is a sample message that can be sent to your IT department about creating your new sub domain: I am working on a project that needs a custom sub domain to be registered. Here is the information that you will need to give our domain name registrar: Sub Domain Name: (Insert your sub domain name here) CNAME Entry: (Insert your long WordStream URL here) Thank you in advance for your help. See Appendix A for illustrated GoDaddy.com instructions. See Appendix B for illustrated Network Solutions instructions. See Appendix C for illustrated Domains.com instructions.

7 7 See Appendix D for illustrated Register.com instructions. Add Analytics Tracking Code By default, Google Analytics codes are set up to track the traffic from different sub domains, as though each sub domain is an entirely separate website. For example: Traffic that moves from your new landing page to your main website will show up as a referral visit in the Analytics report of your main site. If that s OK with you, you can simply copy the same Analytics code that you use for the rest of your website. Navigate to the "Settings" icon on the left side of your Landing Page Tool and paste your code into the text field within the "Analytics Codes & Scripts" section. If you would rather track visitors who arrive at your landing pages and then travel through to your main website as one continuous visit, you will need to customize the Analytics code on both your WordStream-created landing pages and the rest of your website. You will need to remove the sub domain from the setdomainname attribute. Click here for more detailed instructions on how this is done. Add a Footer Navigate to the Settings icon on the left side of your Landing Page Tool. To include a footer, click on the Footer bar in the tool and then Add Link. Choose a display name and corresponding URL (e.g., and click Add. You can add multiple footers to your page in this way. Display names for footers should be self-explanatory, so that visitors know exactly where they are being sent upon clicking, e.g. About Our Company, Contact Us, FAQ. Note: Google's guidelines suggest including footers for Privacy Policy and Terms of Use on every landing page. While these are not technically a requirement, there is a risk of suspension for not having them in place if you do any remarketing or undergo a review by Google. Publish a Page The blue Publish button is located at the bottom right within both the landing page tool and the preview page. Note: You can edit, rename, pause, or delete a page after it has been published. Preview a Page The blue Preview button is located at the bottom right of the landing page tool. When you are finished previewing your page, click the blue Edit More at the bottom right to return to your work in the landing page builder. Note: If you click My Landing Pages (bottom left) instead of Edit More, you will be brought back to your full table of existing pages. Edit a Page Navigate to your full list of landing pages either by clicking the Landing Pages tab at the top of the page or My Landing Pages at the bottom. Identify the page you wish to edit, and mouse over it in the first column to make the downward arrow icon appear. Select Edit Page from this dropdown, which will send you back into the tool to make changes.

8 8 Rename a Page Navigate to your full list of landing pages either by clicking the Landing Pages tab at the top of the page or My Landing Pages at the bottom. Identify the page you wish to rename, and mouse over it in the first column to make the downward arrow icon appear. Select Rename Page from this dropdown, enter new name, and save. Pause or Activate a Page Navigate to your full list of landing pages either by clicking the Landing Pages tab at the top of the page or My Landing Pages at the bottom. Identify the page you wish to pause, and mouse over it in the first column to make the downward arrow icon appear. Select Pause Page from this dropdown. This page will no longer be served, until you reactivate it by selecting Activate Page from the same dropdown menu. Note: Any live links to a paused page will result in a 404 "Not Found" page. Having your ads return a 404 page is a major violation of Google AdWords policy, and may result in punitive action such as decrease in quality score. Delete a Page Navigate to your full list of landing pages either by clicking the Landing Pages tab at the top of the page or My Landing Pages at the bottom. Identify the page you wish to delete, and mouse over it in the first column to make the downward arrow icon appear. Select Delete Page from this dropdown. Note: Deleting a landing page is a permanent action and cannot be reversed. Any live links to a deleted page will result in a 404 "Not Found" page. Having your ads return a 404 page is a major violation of Google AdWords policy, and may result in punitive action such as decrease in quality score. View Collected Leads Log into your WordStream account. Navigate to your full list of leads by clicking the Leads tab at the top of the page. Click on a specific lead to see detailed information in the window to the right of the table. Note: The Start Date and End Date above the landing page table can be used to view leads generated strictly within a constrained period of time. The search bar can be used freely to filter what is shown in the table. Export Leads Navigate to your full list of leads by clicking the Leads tab at the top of the page. Find the blue Export All Leads button at the bottom left of this page and click to transfer your leads to a CSV Excel document and download to your computer. Analyze Landing Pages Navigate to your full list of landing pages either by clicking the Landing Pages tab at the top of the page or My Landing Pages at the bottom. Here you can view the # of views, # of leads, and conversion rate of each landing page, in addition to the averages across all of your pages.

9 9 Note: The Start Date and End Date above the landing page table can be used to view page activity strictly within a constrained period of time. The search bar can be used freely to filter what is shown in the table. Appendix A Instructions for registering your custom sub domain with GoDaddy.com: 1) Log in to your GoDaddy.com account and go to My Account. 2) Click the Launch button within the Domains section.

10 10 3) At the top, select DNS Manager under the DNS menu. 4) Click Edit Zone under the domain you want to use.

11 11 5) Click Quick Add under the CNAME (Alias) section. 6) Enter the new sub domain you chose in the first box, and the long URL provided by WordStream in the second.

12 12 7) Click Save Zone File and confirm your changes. 8) Log Out. You re done! You may have to wait hours for the changes to take place. Note: You can check the status of your changes at any time by logging in to your WordStream profile and clicking the Edit Settings button on the Landing Pages tab. If you run into problems or need assistance, you can visit GoDaddy.com online support or call (480)

13 13 Appendix B Instructions for registering your custom sub domain with Network Solutions: 1) Log in to your Network Solutions Account and click My Domain Names. 2) Click Change Where Domain Points.

14 14 3) Select Advanced DNS and click Continue. 4) Scroll down and click the Edit CNAME Records button.

15 15 5) In the Alias column, enter your subdomain name. Select the Other Host column and then enter the long URL provided by WordStream in the text box. Then click Continue. 6) Confirm your changes by clicking Save Changes. Note: 7) Log Out. You re done! You may have to wait hours for the changes to take place. You can check the status of your changes at any time by logging in to your WordStream profile and clicking the Edit Settings button on the Landing Pages tab.

16 16 If you run into problems or need assistance, you can visit Network Solutions online support or call ( for outside of US). Appendix C Instructions for registering your custom sub domain with Domains.com: 1) Log in to your Domains.com account and click Manage DNS.

17 17 2) In the Forward column enter your new sub domain. In the To column, enter the long URL provided by WordStream. In the Type column, select CNAME. Then click UPDATE. Note: 3) Log Out. You re done! You may have to wait hours for the changes to take place. You can check the status of your changes at any time by logging in to your WordStream profile and clicking the Edit Settings button on the Landing Pages tab. If you run into problems or need assistance, you can contact Domains.com support via web form by clicking the Support link, and then Contact.

18 18 Appendix D Instructions for registering your custom sub domain with Register.com: 1) Log in to your Register.com account click on the domain you want to associate with your WordStream landing pages.

19 19 2) Scroll down and click on Edit Domain Aliases Records. 3) In the first box, enter your new sub domain. In the second box, enter the long URL profile provided by WordStream. Then click Continue. 4) Click Continue again to confirm your changes.

20 20 5) Log Out. You re done! You may have to wait hours for the changes to take place. Note: You can check the status of your changes at any time by logging in to your WordStream profile and clicking the Edit Settings button on the Landing Pages tab. If you run into problems or need assistance, you can visit Register.com online support or call