AdWords Day 4: Your Landing Page

6 March 10 , ,

As I mentioned in Day 2 of this series, you AdWords Campaign should be focused, promoting a single service or aspect of your business rather than your whole company. As such, you should have a landing page (the web page people will land on when they click on your ad) that is dedicated to that aspect.

The work of a landing page

A landing page has to do a lot in a very short period of time:

  • Appear relevant to the visitor
  • Establish your credibility
  • Get the visitor to perform some action (whether it be buying something, signing up for a newsletter, or just visit other pages on your site).

A good landing page

Here are some characteristics of a good landing page:

  • Use language from the ad. Specifically, try to match headlines on your page to phrases used in your ad.
  • Keep it simple: Minimize branding and navigation.
  • Provide a strong call to action. In other words, tell your visitor what he or she should do. Whether you provide a button to click or a form to fill out, make it obvious what the user’s next step should be.
  • Make your copy concise and to-the-point. Eliminate unnecessary language, jargon or technical terms, and keep it focused.
  • Make sure all the important copy and calls-to-action are visible without scrolling (“above the fold”).
  • Proofread, proofread, proofread. I know I’m always pushing this, but there’s nothing that dashes trust faster than misspelled words or grammatical errors.

My campaign’s landing page

I have more work to do on the landing page for my campaign, but it’s a start: Websites for Freelance Writers. I may do another post down the line on developing this page.

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