How to build a quality AdWords landing page is a question we are asked a lot. As Mike has found out, get the content on your landing page wrong and your campaign can get into all sorts of trouble. So let’s take a look at which is a best practice for optimizing a landing page for AdWords?
But building a landing page that Google will love, is not actually that hard. But, what you need to remember is that it is not just your landing page that AdWords judges, but your entire website.
1) The Basics
Your website must include all of these pages:
- About Us Page
- Contact Us Page
- Terms and Conditions Page
- Privacy Policy
- Sitemap
2) Additional Value
Give your website additional value to further focus in on its theme.
- A blog
- How to/ What if / Best Buy Guides
- FAQ’s
- Glossary
- Deals and Offers
3) Your Product pages
Build detailed information pages around each of your products and product lines.
4) Landing Pages
- Link your ads to those pages that will provide people with the most useful and accurate information about the product or service you are advertising in your ad and be sure to have a well-designed and structured site.
- Avoid asking people to register for your information. If registration is unavoidable, make sure people know exactly what they will be getting when they register.
- Do not create landing pages that are mostly made up of ads.
And most important of all, ensure that all your content is original and informative.
Don’t abandon your E-business initiatives
Even when the going gets tough, there are practical steps that every company should take to bolster its path to renewed or continued profitability. Don’t abandon your e-business initiatives. Don’t lay off your most valuable people–your technologists and your customer support people. Do scale back on advertising and marketing spending. But substitute creativity for cash and use these wonderful tips for building your website. Think guerilla marketing, referral marketing, and viral marketing.
Most of all, concentrate on the branded experience that you offer your customers. What can you do with little or no additional outlay of funds to improve your prospects’ and customers’ experience of doing business with you? How can you save them time?
How can you make it easier for them to select and buy your products and services? And what kinds of technology investments should you be making with your limited funds? Perhaps now’s the time to try out some application service provider (ASP) services that will let you innovate without a lot of upfront investment and disruption.
Even if your organization is one of the lucky ones–the e-business group in an otherwise solvent company, for example–you’ll still need to scale back. Your internal backers aren’t going to be very generous at a time when the Internet economy is in a nosedive. Where do you cut? Try not to cut your technical staff. These folks are very hard to come by! Also, don’t cut your customer service operation.
That will lead to sure death. You’ll need to cut your advertising and marketing expenditures and rely on guerilla PR and viral marketing tactics for which a good Facebook presence might be crucial. Switch to pay-for-performance deals wherever you can for all marketing and advertising outlays.
If yours is a technology or services company that counts on revenues from e-businesses, you have to get very creative about finding the pockets of pain where customers will be happy to invest in your solutions to reduce costs and/or increase sales. But you’ll have to be able to show a very rapid return on investment or be willing to accept a pay-for-performance kind of arrangement.
If you have an independent dot-com venture, a clicks-and-bricks initiative, or any aggressive New Economy venture that’s dependent on outside funding, hoard whatever cash you have on hand and don’t expect to find more from investors. Instead, you’ll need to lower your burn rate, increase your sales and profits, and figure out how to survive the downturn by living on your own cash flow from operations. It’s back to basics time.