To get great results from investing in Google AdWords your campaigns need to be well set up and optimised.
You can either learn to do this yourself or have your campaigns managed by a Google Qualified Advertising Professional. If you’re looking for tips to improve your AdWords results, in a recent article I covered 5 Common and Costly AdWords Mistakes and How to Avoid Them.
But, campaign set up and management aside, the critical factor in getting value out of your AdWords spend is the quality of your website.
You can have the biggest advertising budget ever but if your website doesn’t cut it once people have clicked through on your ads, they will “bounce” away, effectively wasting the money that you spent on the click.
The page that your AdWords ads are directed to is called a Landing Page.
The best Landing Page isn’t always your Home Page.
You may find you’ll get much better results by directing your ads to a page that is focussed on the information that the searcher was looking for, and that is designed to encourage your web visitors to do exactly what you want them to do.
So how do you do that?
Start by getting advice from an expert!
Here are some tips from Chris Bates of Octoply, who specialises in creating websites that get results.
Send your AdWords traffic to a landing page that continues with the message from the ad. Keep it relevant, clean, & simple.
Add relevance by using the main keywords from your AdWords campaign prominently in the headline and the text.
2. Ask for the action
Whether it be buying a product online, submitting an enquiry or something else, plan what you want your web visitors to do and always prompt them towards this conversion with a Call to Action.
3. Remove distractions on your landing pages
Don’t give the visitor reasons to exit (remove navigation, external links, etc.)
4. Ensure that perceived value is greater than perceived cost.
Show the value by clearly stating the benefits that the product or service will bring. Great benefits to emphasise are “save time” or “save money”
Use Testimonials & guarantees used to improve trust & credibility.
Check out an example of a landing page that follows these principles:
Once you have your website or landing page ready to get some traffic via AdWords, make sure you have Google Analytics installed so that you can find out how well your landing page and website performs.
Want to find out if Google AdWords is an effective way to get more sales or enquiries from your website?
Send me an email or give me a call on 03 9340 9018 and we can discuss the options.
Do you have an example of a landing page that works well with AdWords? Leave a comment and let us know.
Until next time
Melinda aka Mel is a Google Partner, Google Ads & Consultant, Speaker and Trainer and co-owner of Click-Winning Content. Mel provides results-driven services to organisations around the world and is committed to never using an acronym without explaining it first. She also likes greyhounds as pets, grand slam tennis, cracked pepper and Melbourne sunsets. Please connect at the links below.