Hi guys,
Today I thought we could look at landing pages….
Few marketers take the time and effort to decide which exact destination URL should be applied to each ad.
Instead, they point all ads in a campaign to the site’s homepage, then wonder why they’re not getting decent conversions.
If you’ve spent time compiling a list of relevant keywords that describe the unique aspects of your offering, why on earth would you send everyone to your homepage in the hope that they’ll navigate through the site to find what they’re looking for?
Crazy right?
We talked about this a little in the last big AdWords problem.
This may not seem as important for those websites you manage that only have a main sales page, and some legal and contact pages, right?
WRONG!
We now know with Google’s ‘quality score’, the quality of the landing page is an important factor in determining your quality score.
The more you are able to build landing pages that are in sync with your AdGroups and keywords the better and more traffic you can expect to get.
Why not send them straight to the page that contains exactly what was described to them in the ad copy?
Referring back to our earlier example, if, as the sport store owner, you’d created an ad that contained the keyword ‘Spalding basket balls’, which URL would you send prospects to?
Instead of sending them to www.local-sports-store.com, or even www.local-sports-store.com/basketballs.html you’d send them straight to www.local-sports-store.com/basketballs/spalding-basket-balls.html, wouldn’t you? Me too.
People on the internet are in more and more of a hurry. Using the quickest and most direct route to what they are looking for, will pay off for your business.
So, give them exactly what they want, and fast!
That’s it for today.
cheers,
Anthony Buchalka
{ 1 comment… read it below or add one }
I agree. Landing page design is just as important as every other factor in not only adwords, but all ppc engines… actually for all traffic.