subject: PPC advertising: Creating Landing Pages For Google Adwords [print this page] In creating a Google AdWords campaign, advertisers often spend most of their time creating their ads and researching their keywords. There is often little or no thought to where the surfer will be sent when the ad does its job and generates a click. Often advertisers send the surfer to the home page of their website, hoping the website will do the rest of the work.
These advertisers are neglecting a very important part of their AdWords campaign: the landing page. A good landing page is just as important as a good ad, good keywords and strategic bidding. By creating an effective landing page advertisers can increase conversions, which will make their campaigns more competitive and profitable.
When creating your landing page remember to make it specific to the ad that is sending the traffic. As with everything else, the landing page must be highly targeted. If a surfer clicked an ad expecting to find gold plated doorknobs, then you better make sure the corresponding landing page has just that. There is nothing worse than having a customer who is ready to buy but can't.
The role of your ad is to get clicks. The role of your landing page is to convert those clicks into leads or sales. Make sure you can convert the surfer within 3 clicks or less. If the surfer has to click more than 3 times to buy your product you will probably lose the sale. Ideally you want the surfer to click only twice, once on your ad, and once on your landing page to get to your order page. That's it. The more clicks you have, the less sales you make.
Remember that surfers are impatient. You need to give them what they want with as little effort as possible on their part. Therefore, it is important to always keep your original objective (conversions) in mind, as well as to refer to the specific keywords and calls to action in your ad, when creating your landing page.
The landing page is where you will use all your copywriting skills to complete the sale. As I said before, the goal of your ad is to get the click, and the goal of your landing page is to get the sale. It is in your landing page where you have all the room you need to explain all the benefits and features of your product or service. It is important to remember that your landing page is your sales page.
PPC advertising: Creating Landing Pages For Google Adwords
