Landing Page

How many times have you clicked on a Google ad (sponsored link) and once you arrive, you're asking yourself "where do I go, or what to do I do from here"?

It surprises me the number of professional pay per click companies who either give their customers no advice, or perhaps worse, bad advice with regards to optimising their website to generate higher conversions, whilst at the same time increasing their Google AdWords "quality score".

These are the elements of an effective ad:

• Relevant, engaging ad title
• Relevant, engaging ad text

These are the elements of an effective ad landing page:

• Landing page optimization which matches the ad text, but with more detail
• Very clear call to action "above the fold", including a means of contact
• Any specials or offers should be easily visible
• Link through to the main website in case the visitor wants even more information

The beauty of a landing page is that the visitor is already interested in your product or service. They have actively sought you out by performing a search and clicked on your ad. They are half sold already.

You then need to "close the sale" by providing a little more information about you, your product and/or service, and perhaps a further incentive to use your business. Lastly, of course an easy to see and understand call to action is an absolute must.

If you force the visitor to click around your website trying to find what it was they were looking for in the first place, your conversions will be lower than they should - plus it is likely your quality score will be affected.

if you are with the wrong pay per click management company, they probably don't care - they still get their management fee and/or commission.

But YOU should care - YOU are one who will be paying more for useless clicks, and paying more for your ads to appear higher up in the results because of a lower quality score.

If you use Google AdWords, whether you manage them yourself or you pay a company to manage your campaigns for you, see if your ad destination (landing page) falls into the following categories, rated from worst to best.

Does your pay per click ad direct visitors to:

• a Flash only website or a page with no text at all | Comment: forget about it!
• your home page | Comment: try harder!
• a sub page, but it does not match the ad | Comment: why bother?
• a sub page relevant to your ad, but it is a page within your normal website | Comment: getting closer...
• a "stand alone" landing page which matches your ad, and does not overwhelm the visitor with too much information. It also provides a clearly visible call to action | Comment: NOW you've got it!

Our Adwords Partner is an experienced and proactive Pay Per Click Advertising company who actually does care about your conversions. Their unique solutions have been used to provide effective PPC advertising and tracking to the following companies:

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For a free Adwords keyword analysis and proposal for your site or for more information about how our PPC partner can help to grow your business, please complete our enquiry form, or call today for a friendly chat.