How to Invigorate a Sagging Google Adwords Campaign: Landing Pages
Do you have a Google Adwords campaign that is a total stinker? How about a great click rate on your ad, but the conversion on your site is less than stellar. Believe you me, we have all been there. This can be especially true if you have many different products that you are trying to promote in different ads, then when they get to the website they are too confused to stick around. It can really leave you pulling your hair out.
This is why I suggest trying out a landing page. If done correctly, it can not only maximize your conversion rate but also your budget. Rather than “clicking through” to your website, instead send them to a dynamic product/service specific landing page.
A landing page (also known as a “squeeze page” and others) is a web page that is best used to convert leads from media and online advertising, direct mail offers, promotion and other online and offline promotions. The reason why you would use a landing page rather than your website is because the landing page’s sole purpose is to sell or promote one product or service. For example, rather than featuring all of the services you offer at your toy company like your website would, your landing page will focus only on your strategy board games for teens.
Ok, now some quick tips about the set up of your landing page:
It should be hosted at a different domain than your business.
Since you are not confined to the design structure of your website, you have full freedom to create a new layout and design.
The copy is written to be much more compelling and sales oriented than your business site and blog in order to convert a prospect.
Offer at a minimum 1+ incentive(s) to drive conversion
Your landing page will contain (sometimes numerous) opt-in boxes that support conversion.
The most important part of the landing page is arguably the copy. When writing the copy for your landing page, keep your Google Adwords advertisement handy. Your landing page needs to be the natural progression from the prospect clicking on that ad to landing on your “landing page.” Remember, in this day and age, “bait and switch” techniques are old hat.
Make sure that your headline reflects the message on your ad. For example, if your Google ad says about “The Secret to Wrinkle Free Skin” then the headline on your landing page needs to be “Want to Learn the Secret to Wrinkle Free Skin in 7 Days?”
Make sure that you TONS, HEAPS and HUGE DOLLOPS of valuable information that builds your business’s (and your own) credibility. Make liberal use of quotes from famous clients, testimonials, video, graphs, press coverage, awards – basically anything that makes you “pop”! If you have a lot of this information to share, it could result in a long page – but not to worry. Even with longer pages, the effects can be astounding. But if you are just starting out, don’t worry. Short and powerfully worded landing pages can at times be just as effective!
Since your page is built around an offer there are two things you need: an attractive incentive and opt-in technology. Free evaluations, free consultations, Ebooks, ecourses and even reports can work wonders in terms of attracting consumers.
Now the second important part: the opt-in technology. For a short, one screen landing page, one opt-in box is sufficient. As a rule, for every screen length, you should add 1.5 opt-ins to the body copy of your landing page. This is a good measure as to how many times you should request this information. Don’t worry if it seems redundant. People scan the copy on landing pages, so many times they will not read every word you have written. With that in mind, you want to make sure you don’t miss one opportunity to generate a lead!
But nothing is full proof. You must keep a close eye on the effectiveness of your pages. A simple headline tweak, color change, or testimonial addition can swing the conversion rate either way. View your landing page as a “real time” experiment and make sure to install Google Analytics to the page to track the activity. Measure one week against the next, and tweak where needed. Also, note that there is no such thing as too many squeeze pages. If you have 100 products, you can make 100 squeeze pages. The goal is to be as targeted and completely aligned with the messages of your marketing plan.
Chris Tompkins is CEO of Go! Media International, a social media marketing firm. He is a speaker, consultant & regularly updates his blog (http://www.chrisgomedia.com) with the latest tips & insider info. Visit http://www.gomediaonline.com to claim your free ebook on social media marketing today!
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