The landing page, also called the lead capture page, is a webpage where visitors land when they click on ads. These pages usually showcase logical extensions of ads in the form of digital sales copies. Landing pages are linked to email marketing campaigns, social media, and search engine marketing.
Two of the most common applications for landing pages are Google search advertising and Google display advertising, which are both conducted through AdWords. These channels will both offer a quality score for ads based a number of factors, landing pages being one of them.
This is resulted in a lot of questions and concerns in regards to landing pages and their impact on quality score. Below we highlight 11 of the most common questions and answers with respect to quality score and landing pages.
1. What is a good click-through rate (CTR) and what is a good quality score? A good CTR is one of between 2% and 5% and a good quality score is one of over 7.
2. Ad Copy testing versus landing page development: Which is the most important area to consider if I have a keyword with a low quality score? We advise you to improve your ad copy before anything else. Note that an increase in CTR that is not accompanied by an improvement of the quality score is indicative of a problematic landing page.
3. Should I create different landing pages for different ad groups if I am targeting the same service? It is advisable that you have a dedicated landing page for each ad group if you have the same offer. This is less important for ecommerce sites that utilize product pages and category level pages as their landing pages. Google looks for clear through-line from keywords being bid on.
4. How fast, after making changes to my landing page, does my quality score change? Google states that its AdWords system will visit and evaluate landing pages regularly. Positive changes to the landing page will lead to a higher quality score over time. According to Google, a change in your quality score might be visible in just a few days, but real results take months to be visible.
5. Is it necessary that all the keywords that I am using in my Ad group appear on my landing page if I want a good quality score? The simple answer to this is no. Google does not check for each and every keyword when determining the quality score. It is only recommended that you have a few of your best keywords in the ad group for relevance.
6. Is Google Display Advertising Network worthwhile? The display network is applicable for certain quality ads, or re-marketing campaigns. It's recommended that you explore Google Display Network (GDN) a little more, but after separating your display and search campaigns. To maximize your potential on the GDN, learn how to create Google AdWords Image Ads and learn how to use such tools as the Google AdWords Display Ad Builder, the Google AdWords Placement Tool, and the Google AdWords Contextual Targeting Tool.
7. How do I go about testing to determine the ad position that will give me the best CTR? You have absolutely no control over ad position. Google determines this based on your bid and quality score and the bids and quality scores of competitors. To determine you best ad position and to improve the overall success of your local PPC strategy, you'll need experiment with different bid prices.
8. With regards to quality score, which is more important between Meta tags, titles, and content? Google mostly looks as transparency, relevant content, and navigability when considering your landing page. When it comes to your heading/title, focus on communication of a clear message and relevance to ad copy and keyword. Note that your conversion rate does not influence your quality score and Meta tags are therefore not important when it comes to quality score.
9. How often is quality score updated? Calculations of the quality score take place every time a search that triggers an advert takes place, meaning Google uses statistical history from your account, ads, and keywords in ranking ads and in determining what your PPC is in real time. It is however, important to note that it takes time for quality score to have a significant change.
10. What is the proper ‘load time’ on a landing page? It's recommended that you only take action if Google says that you have a ‘below average’ landing page experience since slow loading time can affect the quality score.
11. I have going through the process of optimizing landing page, ad copy, and ad groups, but I am still struggling with my quality score – what do I do? If this is the case, you either have not given enough time for your quality score to improve or you have not optimized everything.
We hope these insights can help you create more conversion oriented landing pages that respect the factors of quality score as well as what users look for when they land on you site.continue...
Although we focus a lot about SEO and social media here on Increase Your Rank, there's always a place for Pay Per Click advertising to increase your brand's online exposure.
In order to get great results from PPC advertising, there are various strategies and PPC optimization tips used to give high performance while using a reasonable budget. Below we share with you five masterful PPC optimization tips to dial-in your AdWords account.
1. Utilize vital data in a search query report: This report gives a detailed list of all the impressions generated by your ads. Whenever you get your search query report, you should keenly go through it and find out what works for you and what does not yield any benefits.
For instance, you may realize in your report that there are a good number of keywords in your website that give the wrong impressions about your ad. This means that, you end up attracting the wrong audience and therefore the clicks do not amount to any sales. When doing PPC optimization, these are the kind of terms you should set as negative keywords. There are other terms, which you will realize have generated into clicks that do convert. Use these terms to add new keywords to your site and even include specific ad text to boost them.
2. Make sure your ads, landing pages and keywords are relevant to the searcher: It is always important to focus on relevant content in your PPC keywords, ads and landing pages. Will all this information address the needs of your searcher?
If you are willing to focus on the requirements of your target audience, then you should be ready to optimize your keywords, ads and landing pages using very relevant content. This is what will give you a high quality score. To attain a high quality score, you must maintain relevancy so that customers click through one page after the other. The higher your click through rate, the higher your quality score, which means you pay less money on PPC campaign.
3. Obtaining plenty of data for analysis: One of the things you should make sure you obtain when doing PPC optimization is sufficient data for analysis. You can use this data to analyze your conversions. You should know how much each conversion costs and the kind of value its bringing in. You can optimize your ads in a bid to increase the rate of conversion. Bear in mind that certain niche markets may have a small search volume so obtaining significant statistical data can be a great challenge.
4. Create many, highly specific ad groups: When it comes to PPC optimization, you should aim to split-up ad groups so that each group can focus on keywords that are very closely related. If you have a number of strong keywords then do not include all of them in one ad group. Form separate ad groups for each keyword and then include other keywords that are tightly related.
5. Focus on the main strategies that work for you: When you go to Google Analytics, you can keep close track of the changes that you made which increased organic traffic. It could have been a change of AdWords that led to spikes in organic traffic. However, you should find a good PPC campaign management solution to keep track of all these changes you make so that you can know their impact. Make use of the comments function within the adwords editor to summarize such changes.
Learn more PPC optimization tips by checking out this PPC optimization blog post by the Web Presence Group. They offer a wealth of insights for search marketers of all calibers.continue...
In short, the primary purpose of landing pages is to attract users and increase conversions. In order to write successful landing pages, you have to test different styles, monitor specific metrics, and make changes accordingly. If you are managing a PPC campaign, it can be quite frustrating if you work hard to drive traffic to your website, but don't see any conversions. This is why writing (and testing) awesome landing pages is so important.
Before you start writing a landing page, you need to set some goals. You need to understand what you're trying to accomplish from your landing page. The next step is to test a wide rage of metrics and styles to see how each one performs. If you don't notice any positive changes, it's time to re-invent or modify your landing page. Here are some useful tips that can help you increase click-through-rate of your PPC campaign.
You should try to convey your message in a concise and simple way. There's absolutely no need to clutter up your landing page with unnecessary text or writing. When a new visitor lands on your page, he just wants to know what you're offering. Nobody wants too much information that seems overwhelming. Landing pages should be written and designed to get your message across in a very concise and simple manner. In order to increase your conversion PPC rates, you need to draw attention to what you're offering.
Most of the people click on something once they notice a catchy and interesting title. The headline or title is the selling point of your text. It draws a reader towards what's been written. Headline makes a visitor check out the entire page. A headline should be bold, unique, interesting and impactful. You need to consider it to be the first line of a book. It should be able to capture attention.
This is one of the most important aspects of writing landing pages. You should use a call-to-action to encourage people to signup and stay connected with your business. For instance, you can offer a discount or free trial period. It is very important to make it easier for people to connect with you. Therefore, your PPC landing pages should include a form or signup to motivate visitors to get in touch with you instantly.
One of the easiest ways to grab attention is to provide information about your accomplishments and success. You can mention some of the companies, clients, and/or individuals who have utilized your service satisfactorily. If there has been some news about your products or services, you should write about it on your PPC landing pages. You should let your audience know that you stand out from your competition.
Last but not the least, you need to be very patient while writing landing pages. All the changes you make and text you add will not increase your conversion rate instantly. You need to give them some time and regularly analyze and optimize important metrics relevant to your website. You should look for certain things which aren't working in your favor. It is important to understand that PPC campaigns are fruitful only when you're willing to keep making changes until you get something that works perfect for you.continue...
Many businesses today have started relying on content marketing to attract and engage target audiences. According to the Slide Share and Column Five Media reports, businesses are spending a quarter of their budgets on content marketing. And this is because of the kind of value that content marketing adds to your business.
For the obvious fact that many people rely on Internet to get information, businesses can benefit from content marketing by providing information related to their specific business.
Content marketing offers a spectrum of options. Content marketing offers many tools and avenues which help you market your business online. Some of the common ones are blogs, articles, press releases and white papers. You can choose the right kind of tool as per your purpose of marketing to build brand awareness or to generate traffic or leads or to drive sales. You can even use a mix of these formats, depending on how each format is able to meet your goal.
Content compliments your business. The main idea behind content marketing is to share knowledge particular to your business to help purchase decision-making. It also includes sharing expert ideas, opinions and information related to your business and industry. You can create two types of content for your business - content for website and landing pages (direct promotion), and informational content (indirect promotion).
Creating content for your website is a kind of direct promotion, as your web pages need content that exclusively describes your organization, operations, products and services. The content for website includes business description, product/service description, meta tag descriptions, titles, snippets, etc. This will help your website create positive impression as well as to engage and persuade potential customers.
It also involves creating content for landing pages and ads (banner, pop-ups, text ads), with the business/industry specific keywords. Good content with adequate keywords is an essential aspect of website development and helps you maximize your visibility in search engines.
By creating content on a range of topics related to your business, you are indirectly creating and spreading awareness on your products/services. This informational content for your business is generally used for your website's blog and resource center.
For instance, if your business deals with selling of a specific software and your content marketing strategy involves creating articles related to features of the software, check list for buying the software you provide, benefits of purchasing the software, statistics on the usefulness and purchase of your software, white papers on your software industry, etc. Any potential customer is attracted and impressed by the information given by you, will be definitely interested in doing business with you. Get creative and write blogs, articles, press releases, white papers related to your business to generate greater credibility.
The USP of content marketing is that it builds credibility of your business by gaining trust of your target audiences. This is because people rely mostly on industry experts' opinions, tips and suggestions for their information needs. According to Custom Content Council, 90% of the customers agree that custom content is useful and 73% of the people prefer collection of articles to know about the organization, rather than traditional advertisements.
Having said that, let us see how content tools help your business to build credibility.
Blogs and articles have content that gives all the functional and useful information about your products/services to your customer. You can even share your business experience in the form of opinions, ideas and suggestions through well-optimized blog posts and articles. If any of your targeted audience is in dilemma about the products/services you offer, blogs and articles will help him clear his doubts and understand your business well.
Press releases contain promotional content about your business. You can share developments, achievements or any other news related to your business through press releases. Press releases make your customer know all the latest updates about your business and also build trust for your business.
White papers, the research reports based on thorough analysis made by business experts, have great value. Generally, customers rely on this kind of content to make crucial decisions regarding making purchases or adopting strategies.
Hence, creating content specific to your business and then marketing it will yield reliable and long-term customers.continue...
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