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November 26, 2009

How To Create High Quality Landing Pages For Google Adwords

Google Adwords can drive you crazy with its “secret formula” for favorable ad placement and impressions. “Do I have the right keywords?” “Maybe my ads aren’t eye catching.” Just when you think you’ve got the formula figured out, Google changes the rules. Here is a tip that will work no matter what…deliver what your ad promises. More than anything, Google wants you to help them create a positive experience for their users. Create a quality landing page that does that and you and Google Adwords will become very good friends.

Too many Google Adwords marketers spend their time on keywords and ads, and leave the landing page out of the equation. Doing so can leave marketers scratching their heads when their cost per click remains high and conversions remain low. Despite all of the complicated theories about how to succeed with Google Adwords, it comes to this one fact: Google rewards or punishes its advertisers based on how well they solve the problem that Google’s searcher has. If your ad says “Learn Guitar In 2 Days” then the content on your landing page better have them playing like Eddie Van Halen within 48 hours. Anything short of that will, sooner or later, result in a Google “slap” where your impressions from Google Adwords are severely reduced or cut off altogether.

Here are some key elements of a good Google Adwords landing page:

  1. Deliver on the promise of your ad – As I said before, this is the biggest key to success. If you solve the searcher’s problem/issue, you win. If your searcher clicks off of your page and begins another search, Google tracks it and penalizes you. Deliver on your promise and Google rewards you with lower cost per click and more impressions.
  2. Make your page original – Unlike in the past, mass produced “replicated sites” no longer work. Google values giving their searchers unique and high quality information. Mass produced site, with their duplicate content, was watering down Google’s search results so they put an end to their use by penalizing advertisers that used them. Your landing page is your chance to “wow” your visitor. Make it count by making your landing page unique, novel and personal. Google will reward you for ending a search on your landing page by lowering your cost per click and increasing your number of impressions.
  3. One page does not fit all – Your visitors decide in just a few seconds whether to stay on your site or click off. Be sure the top of your page matches the ad they clicked on. This is where, as good marketer, you can really excel. Maximize your conversions across all ads by creating a landing page for each ad. This mainly involves customizing the top portion of the page. The rest of the page can remain the same for all pages.
  4. Get to the point – How long should your landing page be? Exactly as long as it takes to convey your message effectively. No more, no less. Grammar counts! Leave the misspellings and bad punctuation for the amateurs.
  5. Have a goal in mind for your visitors – Are you trying to make a sale or get a lead? Have a goal in mind before creating your page and write your copy to lead them to that conclusion. Focus on one goal per page.
  6. Increase conversions with a bonus – Everyone responds to “Free.” Adding a bonus to sweeten the deal will increase conversions. Information products work great and they don’t cost you anything.
  7. Credibility counts – You are an experienced, successful business person. Your page should convey that. Graphics should augment your page copy, not compete with it. Leaving white space on your page is a good thing. Also, audio or video that launches when your visitor accesses the page is a big no-no. Your page should be welcoming without looking like a Vegas billboard.
  8. Be trustworthy – Trust is a huge issue online. Anything you can do to be transparent is a plus. For example, are you a member of the Better Business Bureau? Put your member logo on your page! Same for site security certifications. Also, let your visitors know a little bit about you. Nothing really personal but you want your readers to feel like you are a real person.

This can seem like a lot to remember until you understand that all of these tips boil down to being a real and genuine person online. With billions of pages of content to wade through, people crave quality and trustworthy professionals to do business with. When you think about it, Google Adwords has set the bar very low for online marketers. Be a professional and deliver on your promise, the same as in any other kind of business. Just these two simple things will give you a huge advantage over the competition.

Trish Thackston – Still struggling with your online marketing efforts? Brookview Partners mentors new home-based entrepreneurs using our proven five principle approach. Click below to get our free report =>