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After extensively researching your target market, fine tuning your keywords and standing out from the PPC competition...you bag that vital user click! The final piece in the PPC puzzle is guiding your customer to the perfect landing page. It is here you have a last chance to assure your customer that they have chosen the right product from the right brand – which leads to conversions.
Show Your Customers What They Want To See
Your landing page should consist of content which is relevant to your customers search query and your PPC advert. For example, if your campaign advertises Espresso Makers ensure Espresso Makers are on the page they land on. By showing your customer exactly what they want to see, the likelihood of conversion is increased. As online shopping allows users to browse at a fast pace, it is important to grab their attention with a relevant advert and keep it with a relevant landing page.
Keep Tabs On Performance
Regular monitoring of your landing page is key to maintaining a successful campaign. By keeping on top of changes to your products, prices and promotions and ensuring your ads constantly contain the correct information, you can increase the chances of conversion. It is also important to keep abreast of any changes Google may make to landing page guidelines and policies. This can be found at Google AdWords Help goo.gl/akJQi.
Avoid High Bounce Rates
Landing page performance can be monitored through Google Analytics. Analytics allows you to closely watch the bounce rate data of each landing page in your campaign. If the bounce rate is higher than the website average this suggests there is a problem with the page you have chosen. This could be content related, but it could also be a technical hitch. Is the page taking a long time to load? Has the URL changed? Is the website down? Has the page expired? Monitoring landing pages using analytics can help identify any such issues at a glance so that you can resolve them asap.
Analytics also provides information on your campaign's conversion data. A top tip is to test different landing pages to see which one drives the most conversions. Are conversions higher when the advert leads users to a page with a range of products or a specific product? Is it best to have the top selling products at the top of the landing page? Or does showing the cheaper product drive more sales? The performance can be monitored over several days and weeks using Analytics.
Landing Page & Quality Score
The Landing page is one factor which determines advert Quality Score. Google calculates the Quality Score by reviewing how relevant your keywords, ad text and landing page are to a users search query. For further information on Quality Score, see I-COMs Top 5 Ways To Improve Quality Score blog.
As in all PPC practice, the key point to remember is to put yourself in the shoes of your target market and monitor the way in which they are interacting with your adverts and website using Analytics & AdWords. By picking out key information and making notes of any significant changes you can give your campaign the best chance of success.