Google Adwords Campaign Troubles? It's the Landing Page, Stupid
By George Curtis
It wasn't a well-performing Google Adwords campaign that got
a president elected in the 1990's, but it was the ability to
focus in on what his competitor was not focusing on. And
"It's the economy, stupid" is the mantra that swept Bill
Clinton into office in 1992, while his opponent was
centering on other issues.
How about a sure-fire way to absolutely dominate your
competition in the Google Adwords game? Focus on your
landing page. It IS the landing page, stupid...and many
companies have stupidly taken the advice of so-called Google
Adword experts and played the game all wrong.
While your competitors are focusing on things like keyword
research, writing good ad copy, attractive headlines, and
worrying about what to bid on keywords, YOU should be
focusing on your landing page. Oh, yes, focus on the other
aspects of running a successful Google Adword campaign, but
never lose focus of the most important piece of the whole
puzzle...your landing page.
So what is a landing page? Let's start by defining what a
landing page is not. A landing page is not the home page. It
COULD be, but in most cases we have found that the best page
in a website for the customer to "land" when they click on
your ad is the page that has the information that the
searcher was looking for.
For example, if you are a legal firm that offers a wide
variety of services, and a prospect types in "accident
attorney" doesn't it make sense to send that prospect to the
page in your website that talks about your services for
accident victims? What if you sell all different types and
colors of widgets and your prospect types in "green
widgets", would you send him to your home page or to the
page that has pictures and pricing of the green widgets that
you sell? Duh.
In fact, having the wrong landing page is perhaps one of the
most common mistakes that newbies and (unfortunately) the
"pros" make. I challenge you to do a search in Google and
click on some of the ads that display for that keyword and
notice how many times you end up on a page that has
absolutely nothing to do with what you searched for. Chances
are that you will have to do some clicking around to find
out exactly what you want. Not good.
There are also ways to take advantage of captivating the
searchers attention by using a little "keyword magic" on
your site, where the keyword that the prospect searches for
is automatically inserted into the headline. For example,
let's say that someone types "defense attorney" into Google
and you had bid on that keyword. Your ad appears, the
prospect clicks on your ad, and they land on your website.
Now imagine a huge headline that says, "Looking for a
defense attorney?" The prospect is now overjoyed because
they easily found exactly what they were looking for.
But in the next moment another prospect types in
"malpractice attorney" and your ad appears because you offer
those service as well. When the prospect clicks through to
your site they see a headline that says "Looking for a
malpractice attorney?" Same site; same landing page, but
different headlines. Wow! With the proper tools and the
right expertise, this "magic" can easily be accomplished.
There are other things that must be done to a landing page
in order to help you get more conversions. A few of them are
1. Keep it simple. Remove anything that would distract your
prospect, such as excess navigation links.
2. Have a clear call to action. If I had to guess how many
websites using Google Adwords have clear calls to action, my
guess would be about 2-3% of them. Trust me. LOTS of money
being wasted here.
3. Judicious use of audio or video on the landing page.
Using audio or video you can easily satisfy requirement #2.
Not only can you give your visitors a sense of warmth, but
you can tell them exactly what to do in order to contact you
so that you can help them.
Of course, there are MANY more things a proper landing page
should include, but you are starting to get the picture.
Proper Google Adword campaign management may begin with good
research and a good ad, but that's not where it ends. "It's
the landing page, stupid," and if you are having trouble,
then get professional Google campaign management.
Adwords Management can be very tricky to master, but did you
know you can actually spend far less in Google Adwords and
get even more clicks! George Curtis, a respected expert in
google adwords management is
giving away a free video on "The Secrets of
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Copyright 2009 Mirroreyes Internet Services Corporation.