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Lesson 5 of the Google AdWords Success Plan
by Matt Hockin
Use Landing Pages that are
Relevant to Your Keywords and Ads
And Optimize them for RESULTS
The better the content on your web page...
the more visitors take action (become leads or sales)...
and the more money you generate...
WITHOUT having to spend anymore for advertising!
For example, just improving the headline of your landing page can increase your conversions by 50%... or perhaps much, much more.
This is WHY having a landing page that is relevant to your keywords and ads, AND optimized for results is so important to your business.
So, strive for making your web pages relevant to BOTH your ADS and KEYWORDS and be sure to also write your landing page to get results by compelling visitors to TAKE ACTION.
Then, sit back and watch the ROI from your Campaigns and landing pages roll in.
The Top 6 Landing Page Components to Optimize for Maximizing Results:
The following are the top 6 conversion components that should be tested and improved to boost your results…
Since your headline is the first line of text that your visitors will read, the headline of your web page or landing page offers you the biggest opportunity. The headline accounts for about 80% of the opportunity to increase results. So, use headlines that clearly state the biggest benefit(s) that your product offers. Tell them exactly what they can get on your landing page (your offer!).
Since your offer is the "call to action" that asks your visitors to act (purchase, sign up, or opt-in), your offer accounts for the second the biggest opportunity for improving your results.
The "lead" or first paragraph is the third biggest opportunity for improvements in your conversion rate. Leads must be written with strong benefits that capture your visitor’s attention and make them want to continue reading.
The "benefit bullets" (bullet-point format) are the fourth biggest opportunity for improvements in your results. List your benefits in the order of your product’s "value hierarchy" to your target market. In other words, state your product’s strongest benefit first, and its weakest benefit last.
The images you use have a big impact on your results. The best practice is to use images that clearly portray the biggest benefit your product or service offers your customer (rather than generic "feel good" stuff like unknown logos and clip art). Studies show that product images usually work best when placed to the left of your product description (or lead paragraph). Plus, people like to read "captions" under your images almost as much as they read your headlines. So, add powerful captions and make your images clickable to the order/sign up page.
6) "Look & Feel"
According to a study by Stanford University, 46% of Web sales are lost on websites that lack the critical elements that build value and trust with website visitors. The number one reason the people indicated why they would NOT buy from a website was because it had an unprofessional "look and feel" that lacked credibility and did not "feel" trustworthy. Having a professional look, and trust building logos (such as VeriSign and BBBOnline certifications, etc.) help convert significantly more of your website's qualified visitors into new customers.
Use Landing Pages that are Relevant to your Keywords and Ads...
and Optimize Them for RESULTS
Tomorrow's lesson is about "Automated Follow-Up Systems" that automatically market to your prospects and convert them into becoming YOUR customers.
Need help getting more results from your Google AdWords campaign?
To discover more about Optimizing Google AdWords, call Matt Hockin at 541.280.3363 or click here to use our contact form.
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