How to Design Targeted Landing Pages & PPC Ads

The key to designing good targeted landing pages is to position the content in strategic alignment with the goals for a given advertising campaign.  While the exercise is relevant for all forms of advertisement (print, e-newsletters, blogs, etc.), this article is about setting up effective ads and designing quality landing pages for pay-per-click (PPC) advertising via Google’s Ad Words.  While most web pages are designed to help multiple readers find a variety of  information sources, it is important with PPC ads to provide exacting content and instructions aligned with the keywords of a given ad.  That way, when a reader clicks on the ad, the content of the page is dynamic, captivating, and actionable.

The aforementioned logic may seem like common sense, but we’re often surprised by how many advertisers set up 20-50 unrelated keywords associated with the same ad and pointing to the same landing page (usually the website homepage).  That strategy is highly ineffective for several reasons.

  • First and foremost, there is a limit to how many characters an ad allows, and there’s a limit to how much information a landing page can effectively provide without getting confusing and unwieldy.  For that reason, many of the 20-50 keywords can’t possibly be relevant to the ad or the landing page, and the result is either wasted clicks or very few clicks at all.
  • The second reason is a direct result of the first.  Since the ad and the landing page can’t be relevant to that many keywords under the same ad, the click through rates will be relatively low, and thus, a quality score that Google tracks will also be low.  When the quality score is low, the cost per click will need to be higher in comparison to more effective advertisers in order to be positioned high enough in the paid advertising results for searchers to even find the ad.  The impact to this cycle translates to ineffective ads, costly campaigns, and low ROI if any.

The recommended strategy is as follows:

  • Reduce the number of keywords & phrases to very specific product and service types.
  • Create one ad for each of the aforementioned groupings.
  • Link the ad to different, strategically designed landing pages that match their respective keywords.
  • Design the landing pages with a laser-like focus such that searchers quickly see actionable instructions directly in line with the ad.

Obviously, it is more time consuming and costly to setup these types of campaigns, but the rewards should be well worth it.  As you can imagine, paid advertising is a fairly competitive arena, and the key to winning is to be specific and strategic.  The days of broad-based paid advertising strategies are gone as competition quickly separates the effective advertisers from everyone else.  If you’re interested in learning more about targeted landing pages or targeted ppc ads, contact us at Designworks, and we’d be happy to help.

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