In creating a Google AdWords campaign, advertisers often spend most of their time creating their ads and researching their keywords. There is often little or nothought to where the surfer will be sent when the ad does its job and generates a click. Often advertisers send the surfer to the home page of their website, hoping thewebsite will do the rest of the work. These advertisers are neglecting a very important part of their AdWordscampaign: the landing page. A good landing page is just as important as a good ad, good keywords and strategic bidding. By creating an effective landing page advertiserscan increase conversions, which will make their campaigns more competitive and profitable.
Remember that surfers are impatient. You need to give them what they want with as little effort as possible on their part. Therefore, it is important to always keep youroriginal objective (conversions) in mind, as well as to refer to the specific keywords and calls to action in your ad, when creating your landing page.
The landing page is where you will use all your copywriting skills to complete the sale. As I said before,the goal of your ad is to get the click, and the goal of your landing page is to get the sale. It is in your landing page where you have all the room you need to explain all the benefits and features of your product or service. It is important to remember that your landing page is your sales page.
Continue to expand on your headline in your copy withmore benefits for the prospect, and support these benefits with the features of your product or service. Do this throughout your copy and with subheadings. Make sure you keep the prospect interested and try to build some excitement in your product or service.
Use plenty of bullets and lists in your copy to show your benefits and features. Bullets are essentially miniheadlines. Bullets can be used to summarize all benefitsthe prospect will gain from your product or service. They can also summarize all the problems your prospect isexperiencing and that your product or service can solve.
Headlines, subheadings and bullets are very important aspects of your landing page. As I said above, surfers are impatient and impulsive. They tend to be in a hurry andwant instant gratification. As a result, they often only scan the page. If a surfer is scanning your page, they will only read your headline, subheadings, and bullets. It is important that you get all the benefits to the prospect included in your headlines, subheadings, and bullets, forthis reason. Of course there are also surfers who will read your whole page, so you will need to have good copy, which provides greater detail and all the information the prospect needs to make a decision.
Pictures are usually very effective, especially if you are selling a product. In this case make sure the surfer gets a good, clear look at the product. Since the surfer cannot touch the product it is important that they get as muchvisual information as they need. Your copy should supportyour pictures and your pictures should support your copy.The important thing is that the landing page is focused onwhat the prospect wants. So if the prospect is looking forgold plated doorknobs, then when they click your ad they should go to a landing page where they only see pictures of gold plated doorknobs, and only read text that describes the features and benefits of gold plated doorknobs.
Finally, at some point you will need to ask for the sale.This all needs to be done on your landing page. Do not askthe surfer to click through to another page and try to close the sale there. You must close the sale on your landing page. The surfer should only have to click through to your order page to provide their credit card information. If you are only looking to generate leads, have the form they need to fill out on the landing page as well.
The landing page is a very important aspect of a Google AdWords campaign. You should spend the same amountof time, if not more, creating your landing page as you do creating your ad and generating your keywords. By creating effective landing pages you can improve the overall profitability of your campaigns. Improving the profitability of your campaign can allow you to bid moreper keyword and generate more traffic. In end, the landing page is an integral part of your search engine marketing and should not be neglected.
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