Your landing page quality can be critical to the performance of your PPC campaigns. Sadly, we often don’t spend much time thinking about them. Google sends an adbot to review landing pages for performance and quality, so landing pages can have a big impact on your campaign performance. It’s not only for Google– we want to create a positive user experience when someone lands on your page. Did they find what you promised in the ad? Do they know what to do next?
Here are a few other considerations for your landing pages:
- Adbot must be able to crawl the pages (no flash).
- Incorporate keywords from your campaigns into the landing page copy.
- Mind your landing page load time: the amount of time it takes for a user to view your landing page after clicking your ad.
- Navigation: the visitor should easily understand what they are supposed to do next. Use a call-to-action to accomplish this goal.
- Relevancy of the landing page: select the page on the site that has the closest connection to the ad or create a specific PPC landing page.
- If ad copy promotes a special offer, then it should be reiterated on the landing page.
- Ecommerce: send your ads to category pages rather one product page, but detailed PPC strategies can allow for single product pages.
These simple tips alone can greatly improve your PPC campaigns, but a good place to start developing a strategy is to define your goals: 10 Types of Landing Page Goals for PPC Campaigns.
I bore the crap out of people when I talk about Google’s technical changes. As Erin says, “deal with it”.
I was getting all these posts in my feeds about Google implementing a new quality score factor to Adwords. Google says “load time” refers to the amount of time it takes for a user to arrive at your functional landing page after clicking your ad. Starting in March, Google will begin to analyze the loading time of your landing pages and connect its quality to the overall quality score.
The official Inside AdWords blog posted an announcement about it March 6th. If you work on creating landing pages, you should be following this closely over the next few weeks.
Once Google adds “load time evaluations” to the account in the keyword analysis page, we’ll then have one month to review the pages and make necessary adjustments.
The purpose of this change is to provide the best possible user experience for those clicking on the ads. As a campaign element we haven’t considered much in the past, it serves as a reminder for advertisers to keep in touch with the user experience. I think we’ll find that that reducing the bells and whistles will lead to more conversions overall.
We still don’t know the parameters of the load time, what is too long? I guess we’ll find out…