07 Feb Landing Pages and AdWords: Improving Your Ad Rank
– 7 February 2017 –
Landing Pages & AdWords
Landing pages have a big impact on the performance of your ads in AdWords. If they’re not user friendly, or they have uninteresting or irrelevant content, then your ad performance will suffer.
Google states that “your landing page is the URL people arrive at after they click your ad, and the experience you offer affects your Ad Rank and therefore your CPC and position in the ad auction. Your ads may show less often (or not at all) if they point to websites that offer a poor user experience”*.
Therefore, researching good keywords and making engaging ads can only take you so far if your landing page isn’t up to scratch, but better content and good user experience means you rank higher, attract more visitors and retain those visitors. And so I will explore the do’s and don’ts of landing pages:
Do – make original and engaging content. High quality content that is clear and concise attracts visitors and improves user experience. Making the page look aesthetically pleasing with a clear, easy to read layout means people are more likely to engage with your site. The more user friendly your page is, the better the ad rank of your ads and the more likely they are to be shown.
Don’t – overfill your page with big blocks of writing or too much information as this will be off-putting to users. Also, never have ads or landing pages with grammatical or spelling errors and this can make users view you as an untrustworthy source, meaning they are less likely click your ad or engage with your site.
Do – organise and design your page well so people don’t have to hunt around for information and provide clear and concise information. It is good to have specific landing pages for each topic in order to make ads and keywords as relevant as possible. For example: if you are a charity for Asthma, then having individual landing pages for asthma symptoms, asthma causes, asthma treatment, etc. can really help make your ads and keywords relevant and higher ranking.
Don’t – stuff lots of information onto one page. If someone searches for asthma symptoms and is brought to a page overflowing with information, they might be put off and leave the site, whereas if they are brought to a specific page on asthma symptoms, then they have the information they are looking for and are more likely to stay.
Calls To Action
Do – make it obvious what the purpose of your landing page is and what you want the visitor to do. If you have a clear call to action on your landing page, as well as in your ad, then users know what you want and those who click are likely to convert as well.
Don’t – bombard the user with your call to action. You don’t need multiple button or messages screaming at them to sign up now will most likely achieve the opposite effect and may affect user experience and engagement, therefore decreasing Ad Rank. Also, don’t make it difficult to for users to complete your call to action, if there’s a 10 page sign up process then even if you get a user to click on your ad and click to sign up, they are likely to drop out of the process mid-way.
Do – include relevant and searchable keywords throughout your landing page. Having the main keywords as Headers and sub headings is important for Ad Rank, and having searchable terms in your content can help you add keywords in AdWords that will have a high Quality Score. If you don’t have these terms on your landing page, then including them as keywords in AdWords will not be effective as they will have low quality scores, meaning they are less likely to trigger your ad and they affect how high quality Google believes your AdWords account is.
Don’t – overstuff your landing pages with keywords. Google does not like this and neither will your users! Also, don’t use irrelevant keywords to try and bring in traffic as users will be less likely to stay on your page and it will affect not only your Ad Rank, but the rank of your whole AdWords account. More traffic is only good if it is relevant.
Do – update your website. This keeps your site fresh and up to date with anything new and exciting, it also shows your users that you are active and involved with your own website. Fundraising events are important to keep updated because if you forget to update an event and your page shows RideLondon 2016 when you’re trying to recruit people for RideLondon 2017, it can be off-putting and people are less likely to sign up.
Don’t –neglect your site and not make any changes. Also, don’t forget to inform your digital marketing team of new content or changed content. If you make a new landing page but don’t inform them, then they won’t know to advertise it and you’re missing out on attracting potential visitors.
Third Party Sites
Do – use third party sites when necessary and link to other sites when they have content that involves you.
Don’t – forget to create a landing pages on your own site with content concerning what is on the other site. Without the content, you have no keywords to promote the page and are missing out on a good advertising opportunity.
Landing Pages & You
If you need any help with your landing pages or AdWords account, then please get in touch. We offer a variety of services that can match your needs and we would love to hear from you.