A website landing page is the first page that a user lands on when they visit your website. Statistics are saying that you have less than 5 seconds to grab their attention.
A campaign landing page though is a separate page that is trying to make the visitor take action, such as subscribe to a newsletter, purchase a product, sign up for an event or register to get more info from a business.
Businessess spend thousands of dollars a week on Google AdWords, trying to increase traffic and of course revenue.
The problem occurs when an ad promotes an offer, but clicking on that ad takes a visitor to a website homepage that makes no mention of the offer. This is a lost opportunity to sustain the initial attention and interest of the user.
Here are two ways to make your AdWords campaign successful:
Make sure Ad and website landing page match
For example, an ad that offers a discount today should have that same offer appear on the website, if there's nothing linking it to the message in the ad you may wonder if you’re on the right site. The ad promised a discount, but there’s no mention of it. You’ll probably click the back button and try to search again.
Every time a user clicks the back button, Google sees this as a sign that your website doesn't correctly address that user’s search aim and your Quality Score decreases, which is exactly what you want to avoid. You can create a landing page, that clearly links your ad, headline, and special offer.
You can see whether the ad itself is working by looking in your AdWords account and measuring clicks, conversions, cost, and keyword performance. But now for the tricky part - creating the landing page.
Your AdWords campaign and offer needs to be Compelling
It’s vital that your special offer is interesting enough for people to take action. Why should they sign up to your newsletter? Why should they book you for a job over a competitor? What’s special about your product?
If your offer needs explaining, then make it as simple as possible. Few extra words will make it happen.
Make always sure you don't:
1. Over promise, but under deliver:
If you make a bold promise, you better follow through on that promise
2. Play with the wrong emotions:
Being in a constant state of anxiety, anticipation, disgust, [insert any emotions here] can be crippling. Headlines can do that to people.
Once you know what you want the website visitor to do, you need to make it obvious, so that they’re not left in any doubt about the purpose of this page. This is a call to action, and it entices the user to do something.
Be short, clear, and attractive.
A landing page is very much like a sales funnel, and as such, it needs to be as streamlined as possible. This means getting rid of any information that isn’t relevant; links that take the user off the page (or worse, off the site); too many fields on a signup form; secondary goals that might distract someone from actually completing the primary goal (e.g. ‘Sign up for our newsletter!’ as well as a ‘Find us on Facebook’ badge); or overbearing images or fonts that make it hard to know what’s important about the page.
Aligning your headline and ad with what’s on your landing page will make your site visitor feel comfortable that they’ve come to the right place, and they’re more likely to trust you. And trust is vital in turning ‘browsers’ into ‘converters’.