What does a customer get, of a Landing Page? He/she clicks the ads to come into the Landing Page (LP) to get what they want or what they’re looking for. So as advertisers, it’s our duty to keep them interested in our LPs.

What this Landing Page is all about?

In online advertising a lead capture page (a landing page) is the page that appears when a potential customer clicks on a PPC ad. The page will display content which is an extension of the PPC ad. The landing page can be customized in PPC campaigns to measure the effectiveness of different ads.

Let’s see few interesting optimization points that’s required in any landing page to keep the customer interested & add value to their visit.

Clean & clear headline: Crisp is how the landing page headlines should be. Language used should be exact. This way you keep your visitor oriented and engaged.

Straight forward Call to Action: Tell the visitors what they need to do. Use buttons or well-linked text or you can use both. We can use a minimum of 2 call to action in a short landing page while 3-5 in a long LP (usually long LP is not preferred, but if there’s no way out because of the number of products, need to use them).

Emphasize benefits: Why will someone care about your company/product/service until it benefits him/her. The benefits are to be brought out in the content. This will help the visitor to quickly act accordingly.

Persuasive message: The message conveyed has to be persuasive. The features, products/services & the benefits can always be put forward in an urge manner which helps the visitor to make a decision.

Tight copy: Too much of content is always boring for someone who needs info quickly. Lack of clutter, clear & specific detailed content will help any visitor clicking the ad. Readers will read long landing page copy as long as you keep building a strong, motivating case for him/her to act. However, remember 2 things which are critical with respect to landing page copy.

However, remember 2 things which are critical with respect to copy on landing page:

• Longer copy helps when you’re looking to close a sale
• Shorter copy helps for subscription sign-up or free trial or download whitepaper (especially anything which doesn’t require money)

Mention offers clearly: Keep your body copy in line with the offer. There has to be a logical progression from your headline to the landing page offers.

Highlight key info in bulleted points: Most of the viewers usually browse through & not read the content. Information is needed quickly. Make sure that they get everything required without having them to slow down.

Contact, Certificates & Testimonials check: Ensure that the contact details are mentioned appropriately in the landing page, so that the visitors can reach you easily (either on Phone/ Email). Certificates and testimonials builds trust in the minds of the visitors about your company & services.

The form has to be visible on the upper fold: Ask not for too much but the necessary info to complete the desired action (sale/lead). Be judicious & confidential in the given information. To be placed in the upper fold so that the visitor can access it easily.

Simple clean images: Images are always the eye-catchers. The landing page images used have to be a supportive medium for the content in the landing page. If the offering is a service, then you can show an image which explains the offering.

Remember to keep your visitor comfortable in your landing page. This traffic is paid for the each visit, hence treat the guests well to make them referrals soon & to ensure ROI.

Contributed by Leo VJ, PPC Team

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Quality Score is based on the relevance to users search query and user experience in your website or landing page. As per Google bid price policy, the higher your quality score is, the lower you pay for your clicks and the higher you can get in position in PPC ads.

Below are the ways to improve the quality score

• Increase your click-through rates. Always try testing your ads to improve click through rates. Always keep the ad settings to rotate while you are testing ads. This will allow the search engines not to show well-performing ad over the other, but instead they will rotate ads 50/50. As a result you will know the better performing ad which increases click-through rate, which means a higher quality score.

• One way to achieve a higher click-though rate is to have fewer keywords in each ad group. This will allow your text ad to display the actual keyword in your ad group, which results to be more relevant to the target user. This will help you to increase your click through rates.  It’s never late to organize your ad groups to improve your quality score. It’s okay to only have 5 or 10 keywords in each ad group. Adwords Editor will help us in this process to cluster the keywords easily and faster.

• Delete or pause non-performing keywords and ads. By doing this, your quality score improves as your account have only high CTR keywords and ads, all your non-performing ads & keywords are not active.

• Always check your keywords. As quality score depends on how well your keywords relate to your ads, and how your keywords and ads relate to your landing pages. Always try to use your keyword on your landing page.

• Landing page load times do matter. As quality score was implemented to have a great user experience.  Having a slow landing page load time can influence your quality scores. It’s very important to load your landing page within 3 seconds in all browsers, personal computers and Mac systems.

All your keywords in Google will have a quality score associated to them. If you have a quality score fewer than 7 then it’s time to change or test your ads to improve your quality score.  Always try to change keywords in to a different ad group or try changing ad messaging.

These changes will take time to get effect in your account. Might take couple of weeks to build history & improve the quality score.

Contributed By Ajesh B

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Pay per click advertising offers Internet marketers a fast way to drive targeted traffic to your websites. The problem of course is that a lot of website owners lack marketing experience and fail to “set up everything right”. The result is that they end up losing rather than making money with PPC advertising.

A lot of variables have to be considered and if you get any one of them wrong your whole campaign will suffer. Variables include keyword choice, how you phrase your PPC ads, the web copy and design of the landing page, price and profit margin on the product/service being sold.  At the end, none of this can help the fact that anybody can click on PPC ads. People not interested in what is being offered can also click your ad. The reason for this is that PPC ads target keywords but not the demographics of the ad readers. At least, that was the case until Facebook set up its PPC advertising service and included demographic targeting as part of the package. Social networking sites are all over the internet today. It’s being used for much more than simply meeting new friends.

With demographic targeting, Facebook has effectively removed one of the causes of failure of pay per click advertising campaigns. A common complaint from many website owners is that their advertising is not reaching the right audience.  Facebook PPC ads are perfect for targeted audiences. With demographic targeting, Facebook PPC clients will be able to set up ads which would appear on the Facebook pages of people who are tightly defined as part of their target market. Advertisers can select from a number of variables such as age, gender, marital status, geographical location, hobbies and interests. When ads are as well targeted, copy writing becomes a much easier process. You have a much better chance of generating targeted clicks to their sales pages.

Some items you would need to keep in mind to create your Facebook ads

1. Decide on whether you want to advertise your own webpage or something on Facebook, like a Page, Application, Group or Event.
2. You can upload images of your product along with your facebook ads. Image will be resized to fit in 110px wide by 80px high box.
3. Create concise text messaging which speaks directly to the target audience you want to reach. Your facebook ad headline can have up to 25 characters in length and the main body can have upto 135 characters

The expectation is that Facebook is going to be adding enhancements to their PPC advertising service pretty rapidly in the near future. When you have over 200 million ‘members’ it can be incredibly powerful to slice that group into more and more targeted segments so advertisers will have success without breaking the bank. Should be interesting to watch.

Contributed by Shweta Gaonkar

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