Digital Marketing And Landing Pages

According to Forrester research, more than 70% of search engine users report visiting

organic listings daily, versus nearly 80 percent of visitors reporting that they never click on Pay-per-Click (PPC) results. Digital Marketing experts are well served to understand that despite the fact that 80% of users do not click on PPC ads, the remaining 20% makes up hundreds of millions of potential customers. In this article, we will take a general overview of PPC ads, and examine the proper methodology behind building effective landing page content.

To begin, let's say you have gone about completing the proper methodology for your PPC campaign. You've assembled the proper keywords for your ad. The ad text is all ready to go and you've taken the time to determine who should be clicking on your ad and how you plan to get them to complete that initial conversion. Your account is set up and ready to begin through Google AdWords and, finally, keywords, budgets and time-lines have been meticulously designed so as they won't break you company's or your clients' finances.

Next comes the challenge of making sure that your website or landing page is working in concert with your ad. The last thing a Search Engine Marketing campaign manager wants is a potential customer being convinced enough to click through your compelling ad, only to find out they can't get more information or worse yet, can't get anything close to what they're searching for. This would not only result in lost customers, but could cause Google to yank your PPC ads. Your website should take into account the type of users that will come to it. Are they looking to get more information? Are they looking to register? Are they looking to make contactto make a purchase? Your website should be created to handle every possible desire of the users who click through your ads. Not only should all conversions be present and easy to locate, relevant content should be available to view and download with the least amount of clicks possible. Now they are there, your goal is to convert them, so it is important to make this process one that is quick and painless to the user.

Similar to how your PPC ad should make it known what the offering is, your website must take into consideration the types of clients that will be coming to your site. For example, a person looking for a sports car would not expect to see pictures of children on the landing pages unless they somehow help to convey an on message communication. Within the site there must be clear terms and content relating back to the originally searched for keywords. Status related items such as jewelry, liquors and fine clothing should have a correspondingly classy website. Avoid clip-art, public images, tacky fonts and overused layouts whenever possible. Lastly, online tools such as Google Analytics and Yahoo Site Explorer should always be leveraged. These tools can allow you to monitor your site's performance, so you may make the necessary dynamic changes that are so crucial to successful PPC campaigns. After the proper steps have been taken to ensure appropriate on-site content, you should know fairly quickly the effectiveness of your ad.

by: Domenic Carlson

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