Critical Elements Of Your Pay-per-click Landing Pages
When someone clicks on a Pay-Per-Click (PPC) ad they are instantly transported to the page you specified when placing the ad
. This page is usually known as the 'Landing Page'.
Landing pages for PPC need to have several elements in place, especially if you're using Google AdWords to send traffic as Google has increasingly strict quality control measures.
Google Adwords uses a bot to crawl landing pages and gather vital information. They use the information they gather to assign that landing page a quality score. If the quality score is too low, then the minimum bid for the keywords that get a low score will be much higher. Sometimes this can add up to several dollars more per keyword!
When you create your landing pages, there are several things you can do in order to have the best possible chance of getting a good quality score.
The first thing you should do is make sure you have the keywords you've chosen for your campaign somewhere on the landing page. Google wants to be certain your keywords are relevant, so they want to see the keywords you choose on the landing page you're sending traffic to.
You should also try to avoid sending AdWords traffic to a landing page with no other linked content. Google likes to send traffic to full websites, not just landing pages. You'll get a higher quality score if you have several other pages linked from the landing page. These could be articles, product pages, reviews, editorial, links pages, or any other page that would be appropriate for such a landing page. Remember, Google loves relevancy, so it's important to keep things themed properly to the niche you are targeting.
Google likes to think they're sending traffic to professional companies, so having a privacy policy and a 'contact us' page can help improve your quality score.
Your landing pages themselves should also have some content. You are unlikely to get a good quality score if your page only has a single link to a sponsor or an opt-in box. Including even just a handful of relevant body copy will help to ensure you don't get penalized for not having sufficient content. Remember relevancy. Keep the text related to the niche you're targeting, and include as many of the keywords you're targeting as possible.
To summarize, try to make sure that you are sending people from the PPC ad to a genuine page on a genuine site. If you can honestly say that the landing page would pass the test of a real human from Google approving it then the chances are that any automated bot is likely to approve of it too.
by: Paul Smithson
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