Adwords: The almost perfect landing page

The page pointed to by each of your Adwords campaign ads (” landing page “) should be specific to each ad and accurately meet the promises made in its writing.

It is not uncommon, however, for this ” landing page ” to turn out to be a simple page on the site that presents without any specific effort the product or service that is being promoted in the campaign… when it is not the home page of the website, impersonal if ever there was one, since its role is to present everything in order to guide the Internet user to the internal pages.

Getting started with Adwords is not just about configuring settings for geographical areas or times of distribution and cost per click. A manager who is attentive to your advertising investment will optimize the quality of the pages pointed to, write and design a 100% original page, including design, in order to increase your quality scores and thus lower your Cost Per Click.

Providing specific pages for each product or service promoted is very effective as long as the linked page(s) contain what Google Adwords is looking for. Thus, if an ad promises “free delivery”, “20% off in December” or “free first consultation”, it will be important that this offer is clearly included and visible in the page pointed to.

But that’s not all: Infographics.

Transcription of the texts of the infographic.

1) Main title of the page

• The title of the page and the slogan of the site must be complementary.
• Limit the bounce rate and get a nice conversion rate by generating interest and offering content directly related to the message of the ad.

2) Clear and concise headings

• This is the first thing the visitor will read. Paragraph headlines should not leave room for confusion or cause boredom with tired formulas. Make your visitors want to take a closer look at your product.
• Rather than accumulating the boat formulas in the form of bold titles, highlight a specific point developed in the site that will attract attention.

3) Expression and spelling ++

• In a merchant site that will ask the customer for their personal details and credit card number, projecting an image of trust is crucial. Spelling and syntax mistakes have a disastrous effect on his desire to place an order.

4) Take advantage of trust indicators

• In order to build the trust that the visitor/prospect needs, integrate credible (traceable) testimonials, press excerpts, real certifications, professional numbers, awards or medals actually won.

5) Challenging call to action

• After the visitor has read the page titles, it is essential that they know what to do and where to go.
• For example, when Firefox changed its ” try it” formula to ” download for free “, the page gained +36% in conversions (official test: Moz study here).

6) Highly accessible button

• Identify and use the keywords that visitors are looking for in your field and write your texts by distilling them finely: naturally bring the necessary batch of “cheap”, “free”, “new”.
• A prominent conversion button should be next to the call-to-action.
• This button should be large, conspicuous, and placed above the fold.

7) Not too many menus

• Too many links to other pages can distract the visitor, keep it to a minimum and put your “call to action” on the linked pages.
• While it is normal for a home page to have multiple links, a landing page dedicated to Adwords must remain focused on the sales pages designed for the campaign.
• Some colleagues recommend the total absence of a menu in the landing page in order to trap the visitor in this single page…

8) Images or videos in clear relation to the subject

• A motivating pitch in a video or slideshow, with a presentation of the company, the product with testimonials or demonstrations can have a very positive impact on the visitor and give him the decision-making push towards the act of purchase.

9) Above the fold

• Mark the end of the page so that the visitor clearly identifies that it is no longer necessary to scroll, that everything is there, above the fold.
• Spread the information so that it is complete, without the need to search for it.

10) Test different presentations

• Optimize the page through its conversion performance by using A/B testing, modifying images, button, colors, call to action and retain what resonates most with visitors.
• In addition to A/B testing, which only modifies elements of a page, test a completely different design of the page and compare the results in the long term.

A useful footer that gives credibility, trust, and is well-coded

The footer will complete the whole, it will include:

• Address, telephones, emails, opening hours, all surrounded by their micro-formats.
• An access map based on Google Map
• Links to social profiles and reviews
• A link to the general terms and conditions of sale and/or legal notice of the site.

And you?

1. Does your Adwords campaign have a page dedicated to each of your ads?
2. Does your manager practice A/B testing ?
3. Is the text of your ads in the linked pages?
4. Do you know the quality score of your keywords?
5. What are the conversion rates of your campaigns?

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