Google AdWords, Permission to Land

October 10, 2008 by Butterfly Filed under: PPC

So you have created your Google AdWords campaign got all your Ad Groups full of relevant keywords and writen some great Ads, so thats it. Your ready to go. Slow down there, hang on, maybe there is one more thing. There is a common mistake out there that most people make and it makes a big defference to your ROI.

Lets just run through how someone comes to click on your Ad, they open their web browser and type into Google search the keyword or key phrases that they want to find out about. They click search and your Ad along with your competitions appears, your well written Ad attracts the searcher, they click and get forwarded to your site and… what, where is it, where do I find…

How many times has this happened to you, you have been searching for the latest electrical products, you have seen a Ad that says Product XYZ only $$$, you click the Ad and end up on the homepage of the advertising site. You then have to start searching again, this time on the advertisers site to find your chosen product.

Why would I want to go to the effort of searching in Google to then have to start searching again to find the exact product again, just on somebody else’s site.

It is of the upmost importance that your Google AdWords Ads forward the visitor directly to the page containing the product they searched for. This way you are making the job of buying or getting more information about the product as simple as possible. People are busy and don’t like wasting time, if you don’t land them on the correct page you risk the visitor simply clicking the back button on their browser to try again with another advertiser.

So you have your Ad landing directly on your product page, but you are not done yet. It is important that the landing page contains the critical information too many people just point their Ad at the generic product page. In many cases this product page can contain either not enough or to much information.

The most common mistake is that your visitor lands on a product page that contains the buy it now info but does not give any product background information. This of course depends what product you are selling, if your advertising the latest digital camera chances are the visitor are after your price not an introduction to digital image capture.

One option is to create a seperate landing page that contains the relevant product in addition to some background or company option. Another technique is to create a individual landing page in the form of a squeeze page, this is a page that gives away some information and offers a free gift, in return for the visitors name and email address.

The exact contents of your landing page will depend entirely on what product or service you are selling. The best thing to do once you get away from sending your visitors to your homepage is to start creating different specific landing pages and test them against each other.

I wish you all the best of success.