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Is Your PPC Or Adwords Campaign Crashing On The Landing Page
hat is a good landing is called a "landing page" or
page? The crucial half of "destination page." It is equally
a PPC campaign most as important as your ad headline
people don't know about. and copy, if not more. Most
sales, conversions, or leads that
Google Adwords, Yahoo (formerly cost hard cash to Adwords or
called Overture Sponsored Yahoo are often lost because of
listings) and other Pay Per Click poor, or non existent landing
(PPC) companies give you the pages.
chance to get your ad or search
listing at the top of the pack, Why can't I just send my adword
right up front and perfectly clicks to my Home page?
matched to the searcher's query.
With a clever and catchy, You can. But what if you walked
attention grabbing ad or headline into a five-story department
you can win the viewer in that store with no sales people--
critical split second he has to You're looking for a very
decide to click. specific sweatshirt with a Penn
State Logo that you saw at a
He clicks, you score! Right? football game. You know the
WRONG! If you can get that click sports shop out in the mall will
on a focused, targeted keyphrase have it, but you've got a store
and ad headline, you should feel credit card so you'd like to get
very good. You're halfway there. it here. You're also holding onto
But, where does he land? On your two toddlers who are losing their
home page? On the specific cuteness very quickly because
product page if you have an they want the Happy Meals you
online store? promised on the way home.
The page where the viewer lands So there you are in an endless
sea of perfume counters. You want
a sweatshirt. Maybe it's in the So let's say your ads lead to
men's section...but where is specific destination pages of
that? Or maybe it's in Active your site. What's on those pages?
wear... would that be with the Destination Page Overview
men's stuff? And where are the
escalators?! For Pay Per Click, your
destination pages are absolutely
"Forget it," you think, and walk critical. They are the second
out to the sports shop in the half of the sales pitch. Just
mall, buy your sweatshirt and are having the adword or PPC land on
on your way to Micky D's in less the product page is not enough.
than 10 minutes. First, you have to get someone to
your site.
Your homepage is the department
store. It doesn't matter if Remember the number of hits you
you're selling a product, get on a PPC or Google Adword is
service, or giving away free an ever-increasing expense if you
information. You have sections don't turn that click into a sale
and categories which are probably and the only sales person you
very well marked and labeled. have is the page at the end of
that click.
However, your Google Ad or
Sponsored listing was specific. You've got to convince someone
It advertised a precise thing in quickly, "at a glance quickly,"
about 70 characters or less. why they should buy from you and
People don't care about your home not the ad above or below you.
page. They expect to see what Think of your own web searches.
they were searching for as soon You have seconds to entice that
as they click. Don't you? viewer to read more, or lose
them.
• KISS- "Keep it simple,
Build the page around a SINGLE stupid" applies here too. If you
goal incorporating: don't need a country and a phone
number in your form, keep them
• Well written content off. Make it easy and simple for
describing in clear detail what your viewer.
you are offering
Remember, when you land on a
• Organization to make a fast page, you ask "WHAT'S IN IT FOR
read or "scan" of the page convey ME?"
as much information to the viewer Destination Page Construct
as possible. Use bullet points
and straightforward language to • The first step is to provide
make reading as easy as possible the viewer with what he's looking
for immediately. Next, show him
• Show the benefits to the the features of the product.
potential customer. Details that
the viewer can relate to on a • Most importantly, what is the
personal, even emotional level benefit to the potential
are what makes this page have a customer? Why should he buy from
much better chance of getting a you? What will he gain by buying
lead, conversion or sale. It must from you?
show all the properties that make
you better than the rest. Don't • If you're selling a product
be arrogant, but make the reader that is very similar to other
feel they will be secure, better competing products, you need to
and confident if they buy, fill focus your sales message on what
out a form, or perform the action makes your product unique. What
you're after. are the unique benefits for your
customer? they're always visible when the
page is scrolled. It's a proven
• Anything that can steal focus fact, if someone has to search
from your objective risks losing for how to contact you, you lose
a conversion. This includes other some potentials.
products, details not related to Destination Pages and the Unique
the main idea, and even the Selling Proposition
navigation system you use
throughout your site. Don't give A concept developed in 1961 still
the viewer the option to go holds merit today and is a great
anywhere else but to a form, buy check for the underlying tone of
button or call to action. your landing page. That is the
"Unique Selling Proposition" by
• Each destination page should Rosser Reeves. The concept
have a single, obvious goal that explains how every company should
gently tells the customer what to strive to show how it differs and
do. Don't try to cross sell or surpasses its competition.
sign up for a newsletter and send
an e-card. Stick to one goal. It consists of three concepts
that should be applied to your
• Some people might be looking advertisement (or adword) and
for the specific product and buy your destination page.
from you. But for those that are
questioning and/or first time 1. Tell the consumer what
buyers, don't give them a chance benefits you will be giving him.
to question your credibility. ? "Buy this product, and you will
get this specific benefit."
•The phone number and email
address should appear (not 2. The benefits have to be unique
obnoxiously)enough times that to your product. Something that
separates you from what the prices, etc. I want to stress the
competition has to offer. If your importance of this.
products are sold by competitors
too, find something that The same testing, observing,
distinguishes YOUR company. tracking and revising apply to
landing pages as they do to ads
3. The proposition must be so and headlines themselves. It can
strong and convincing that it can save you a lot of money. If
move the millions (attract new you're not careful you can run up
customers). thousands of dollars in PPC and
To be successful, you'll need to adwords with insignificant sales
research and build a campaign, or leads.
then watch and modify, test and
retest different changes, words,
About the Author:
John Krycek is a creative director at theMouseworks.ca Toronto Web and Full Service Internet Marketing Studio. Learn about search engine optimization and internet marketing, in easy, non-technical, up front English at http://www.themouseworks.ca!
Read more articles by: John Krycek
Article Source: www.iSnare.com
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