A landing page for an online business serves the similar purpose of setting up a display shelf of a newest retail outlet, placing ads banners or billboards for a latest promotion offer, or a shrewd salesperson entertaining incoming visitors. Creating an attractive landing page is important, but promoting and advertising this page is crucial to improve its visibility and attract more potential customers.
Instead of relying completely on organic traffic, businesses opt for paid advertising which displays their ad when someone searches for relevant keywords. The most common form of paid advertising is PPC (pay-per-click) where businesses buy traffic for their landing page and pays a specific fee whenever someone clicks on the ad. In this article we’ll discuss everything there is to know about promoting your landing page with Google AdWords.
Google AdWords & Quality Score Measure for Ad Rank
Google AdWords is and advertising program which allow businesses to reach new customer and explore new markets. With AdWords you can set your budgets and measure the success of your ad campaign. However, your ad rank and the money charged will depend on the overall quality score of the landing page. Quality score is a measure of relevancy of your ads, keywords and landing pages to target customers. Relevancy of your ad text, keywords, landing page, historical performance, click-through rate and ad performance of different devices make up the quality score. Similarly, ad rank is measured by combining, quality scores, maximum CPC (cost-per-click) and ad extensions. When your ad ranks high on Google you have better chances to get it noticed by potential customers.
Google AdWords Landing Page
Goolge AdWord landing page is the page where your customer lands, which is the website homepage in most cases. It is important to consider that visitor are landing on your page form an ad displayed on Google, so make sure that your landing page content is synced with the ad. Your landing page content should encourage your visitors to take the desired action, which may include filling out a lead form, signing up for free trail, buy a product or service, download your whitepaper and so on. Finally, your conversion rate defines the number of visitors who convert to customer by taking the desired action.
Establishing an AdWord Campaign
Let’s take an example of a hypothetical bakery business (Bake-a-Cake) and set an AdWords campaign to discuss all steps in the process one by one.
1. Selecting Keywords
Keywords are actually phrases that your potential customers would search for. Therefore, it is important that your keywords are relevant, specific and are closely related to your ads so they don’t have a problem finding your ad. To organize your PPC campaign you can format your keywords into different ad groups. Following are some keywords we are going to select for Bake-a-Cake.
- Bake a cake
- Baking cakes
- Bake cake
- Cake bake
- Cake baking
- Baking cakes recipes
- Cake to bake
2. Setting a Bid
Google AdWords allow you set the highest price you are willing to pay whenever a potential visitor clicks on your ad. The more you bid and the greater your quality score the better your ad will position in search results. AdWords reward an ad campaigns with lower cost and better placement if it has as high quality score. Google starts the ad auction process when a user enters a search queries which include keywords that advertisers are currently bidding on. Bids can also be managed automatically that gives the most number of bids within your defined budget. For businesses new PPC should opt for automatic bidding option.
3. Creating an Effective Ad
In order to attract the most number of audience make sure your ad is to the point and engaging. Create ad variations with different headings and call-to-actions and test which one works best for you to get more clicks. Ads with relevant ad extensions rank high on Google, like you can add contact or location extension with a prominent CTA button to make your ad get more attention form potential customers.
4. Creating an AdWords Landing Page
Finally, your AdWords landing page should comprehend the message of your ad, with a catchy headline and prominent CTA button. For instance, if you are promoting a $20 discount on custom cakes for Bake-a-Cake, your ad and landing page headline should apply the same. Your AdWords landing page should have:
- A catchy headline
- A descriptive, yet relevant tagline
- A list of features or benefits
- Some points that builds credibility and wins visitor’s trust
- A clear and obvious call-to-action
- A simple lead form
- High quality, attention grabbing images or graphical content
Your landing page should clearly describe the offer and benefits to the customers and convince them to perform an action against one predefined goal.