In developing a Google AdWords project, marketers often invest most of their time creating their advertisements and researching their keywords. When the ad does its job and creates a click, there is often little or no thought to where the internet user will be sent. Often advertisers send the web surfer to the house page of their website, hoping the site will do the rest of the work. These advertisers are ignoring a very fundamental part of their AdWords campaign: the landing page. An excellent landing page is simply as essential as an excellent advertisement, good keywords and tactical bidding. By developing an effective landing page advertisers can increase conversions, which will make their campaigns more profitable and competitive.
When producing your landing page remember to make it specific to the ad that is sending the traffic. If an internet user clicked an ad anticipating to find gold plated doorknobs, then you better make sure the corresponding landing page has simply that.
The role of your advertisement is to get clicks. The function of your landing page is to transform those clicks into sales or leads. Make sure you can transform the web surfer within 3 clicks or less. If the surfer needs to click more than 3 times to buy your item you will most likely lose the sale. Preferably you desire the internet user to click only two times, once on your ad, and when on your landing page to get to your order page. That’s it. The more clicks you have, the less sales you make.
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Keep in mind that web surfers are restless. You need to offer them what they desire with as little effort as possible on their part. It is important to always keep your initial objective (conversions) in mind, as well as to refer to the particular keywords and calls to action in your ad, when creating your landing page.
The landing page is where you will use all your copywriting abilities to complete the sale. As I stated before, the goal of your advertisement is to get the click, and the goal of your landing page is to get the sale. It is in your landing page where you have all the room you need to describe all the benefits and features of your product and services. It is very important to keep in mind that your landing page is your sales page.
Your ad did its job by generating sufficient interest in the web surfer to click through to your landing page. Now you must continue to hook and draw the prospect into your copy to complete the sale. The best way to do this is through a good heading. This heading must hook the prospect by attracting her self-interest. What remains in it for her? How will your product or service benefit her?
Continue to broaden on your heading in your copy with more advantages for the prospect, and support these benefits with the features of your product and services. Do this throughout your copy and with subheadings. Make sure you keep the prospect interested and attempt to develop some excitement in your product and services.
Use plenty of bullets and lists in your copy to show your benefits and features. Bullets are basically mini headlines. Bullets can be used to summarize all advantages the possibility will acquire from your service or product. They can also sum up all the issues your prospect is experiencing and that your product or service can resolve.
Headlines, bullets and subheadings are extremely crucial elements of your landing page. If a web surfer is scanning your page, they will only read your heading, subheadings, and bullets. Of course there are likewise web surfers who will read your entire page, so you will require to have good copy, which provides greater detail and all the info the possibility needs to make a decision.
Considering that the surfer can not touch the item it is essential that they get as much visual details as they need. The important thing is that the landing page is focused on what the possibility desires. If the possibility is looking for gold plated doorknobs, then when they click your ad they need to go to a landing page where they only see pictures of gold plated doorknobs, and only check out text that explains the features and advantages of gold plated doorknobs.
At some point you will need to ask for the sale. This all requirements to be done on your landing page. Do not ask the web surfer to click through to another page and attempt to close the sale there. You must close the sale on your landing page. The internet user must only have to click through to your order page to supply their credit card info. Have the form they require to fill out on the landing page as well if you are only looking to produce leads.
You should spend the exact same amount of time, if not more, creating your landing page as you do producing your ad and generating your keywords. By developing efficient landing pages you can enhance the overall success of your projects.
If an internet user clicked an ad anticipating to find gold plated doorknobs, then you much better make sure the matching landing page has simply that. Ideally you want the surfer to click only twice, once on your ad, and as soon as on your landing page to get to your order page. As I said in the past, the objective of your ad is to get the click, and the objective of your landing page is to get the sale. It is essential to keep in mind that your landing page is your sales page.
Your advertisement did its job by generating adequate interest in the surfer to click through to your landing page.
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