Build good landing pages

Written by Chris Barling
Friday, 08 July 2011 00:00

It’s worth creating specific landing pages for different ads both to maximise sales and because the relevance of the landing page impacts the quality score. Google re-evaluates landing pages once per month. For landing pages to be relevant (so impacting the quality score) they should be fast, have a relevant title, and have keywords in the text (but these should be less than 5%). If there are text hyperlinks containing keywords that helps too. If visitors arriving at your page immediately follow this by another Google search, you will be marked down as you obviously weren’t relevant.

Remember to communicate positively and ideally have a call to action on the page e.g. ’Buy’ or have a prominent phone number if your objective is to get them to call. You can choose whether to have landing pages specifically for incoming traffic from PPC or use your existing standard pages. Either way, you mustn’t use doorway pages with no links from the rest of the site. If you had a theme of advertising based on value, then you might have a landing page emphasising how you deliver this proposition e.g. free shipping. You can find your quality score from within your Google Adwords account.

 

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