tag:blogger.com,1999:blog-11782476.post-118299782989062622007-11-09T12:56:00.000-08:002007-11-12T05:59:58.836-08:00An often overlooked aspect of Pay-per-Click Advertising, targeted landing pages can have a significant impact on conversion rate. Why? It's the first page a visitor sees after clicking your ad, can be as relevant and granular to a search term as desired, and has the ability to give the customer exactly what they're looking for. Moreover, search engines favor campaigns whose landing pages are highly relevant to their ad groups. As Jennifer Laycock pointed out in her recent blog,<br />(<a href="http://www.searchengineguide.com/jennifer-laycock/five-common-paid-search-mistakes-that-ca.php">http://www.searchengineguide.com/jennifer-laycock/five-common-paid-search-mistakes-that-ca.php</a>) "Microsoft and Google both look at an ad's landing page as part of their determination of what an ad will cost per click. If the landing page doesn't match up with the keywords from a user's search, the cost per click needed to rank well goes up." So, what are some elements that help make a good landing page? Here are a few things to keep in mind when designing your PPC Campaign landing pages:<br /><br /><strong>1. Does your Landing Page support your ad?</strong> If the copy in your ad is focused on running shoes and the landing page is about running clothes and accessories, you are requiring visitors to search for information that you've already advertised to them was immediately accessible. In many cases, not only are you distracting the visitor from their initial focus, but you may be turning them off enough they leave your site completely.<br /><br /><strong>2. Does your Landing Page match your call to action?</strong> If you are promoting "buy now" in your ad copy, a visitor will expect to land on a page where they can make a purchase. Likewise, if you are advertising "learn more" or "get more information," the user should be brought to a page where they will find exactly that. Make sure your landing page delivers on the expectations set in your ads.<br /><br /><strong>3. Does your Landing Page focus on one specific action? </strong>Whether it's signing up for a newsletter, making a purchase, or requesting more information, everything on your landing page should be focused around this one goal. Keep distracting links that take the visitor away from this path to a minimum, shorten text to get straight to the point, and minimize the number of clicks a user must make to reach the end goal.<br /><br /><strong>4. Does your Landing Page look like the rest of your site?</strong> This is not to say that the landing page cannot deviate at all from your website, but there is something to be said about keeping logos, colors, and branding in place. This builds confidence with the customer and maintains the company image that customers have come to expect.<br /><br />If your goal is to increase conversion rate, creating targeted landing pages is a valuable tool which shouldn’t be overlooked. Keep the above considerations in mind, and be sure to have clear goals about what other elements you will be testing. Most importantly, remember that determining the best landing page is a process, possibly requiring several rounds of revisions to determine what factors work best together. Good luck!rockcoastmediahttp://www.blogger.com/profile/04060142192670424343noreply@blogger.com0