Landing pages are the nerve center of any marketing campaign. They help you discover the effectiveness of a given campaign tactic by allowing you to create specific, trackable destinations for campaign traffic.
Seasoned online marketers are aware of the fact that Quality Scores given by Google AdWords are important for ad content. Surprisingly, Google AdWords also ranks landing pages. A better score results in better ad positioning, which feeds back to better success, subsequently.
Before building a landing page, businesses first must have a solid plan for their campaign. When making this plan, have Google AdWords in mind.
All-in-one CRMs such as Agile CRM come with an easy-to-use landing page builder, a drag-and-drop designer, and it includes a range of high-converting templates for your specific business needs such as customer retention, AdWords campaigns, etc.
Here are seven questions you should ask before building an AdWords landing page.
1. What is the objective of my landing page campaign?
Make a note of what you want to achieve from the campaign. Tie your online campaign to your company’s business objectives.
The objectives may range from lead generation, spike in the web traffic and getting participants for webinars, to ebook downloads and event registrations.
A clear idea of what you are aiming to achieve will yield better results, and that helps you plan the AdWords campaign in a better way to get more clicks on the landing page.
2. Who’s my target market?
Always have an idea of the right audience and conversions or else your effort to build a landing page will amount to little. You have to attract the right audience with your landing page design and offerings.
List out your key targets as B2B – SaaS, startups, professional services, SMBs; and B2C – list your individual customers as per their age, gender, location, income etc.
When you understand your customers better, you can design great landing pages and target at them with Google AdWords.
When you find out that there’s more than one target market for your product, it’s better to run multiple landing pages/Google AdWords campaigns.
3. What am I offering on the page?
Next in line is what you are offering your audience – a solution to a problem or lot of free information that’s generic and useful. Be clear in your offering.
Ensure that you are cognizant of your product’s USP and how it is different from your competitors. Try to place your products above the competition with proper reasoning. This may lead to the offer you make to your prospects to convert them into customers.
4. What are my competitors doing?
Know your competition well and keep an eye on their online marketing campaign. If they are using landing pages how are they bringing them up?
Keep an eye of the search results when you type your competitors products. They might be hitting at you in dark, so play it safe. Based on their AdWords approach you can fix your things right.
This research goes into building a landing page that’s effective, targets the right market and shows your prowess in online marketing.
5. What’s my message?
The messages turn out effective when you customize them to the preferences of your target customer – what CTAs will get more conversions from your demographic and what words make an impact on our customer?
For example, you are a health and fitness center that’s on a rapid expansion mode and you need more customers. To attract them to your business, you have to send the right message with right use of words for the right target market. Something like “healthy fitness regime” or “stay fit and stay busy” for the working class, and for the students you can use words like “heavy opening discounts” or “buy one get one free”.
6. What keywords should I use?
Use your top keywords on your landing pages.
- List out words your customers use while searching for your brand
- Brainstorm keywords related to your campaign
- Use the Google Keyword planner
- Be creative to generate low cost ads
- Be specific and to the point
For more specific targeting, use Dynamic Keyword Insertion, which is a feature offered by Google AdWords that allows you to customize and dynamically insert an AdWords keyword into the ad copy based on the searcher’s search query.
Then pick the top 2-3 keywords and include them on the landing page. Google AdWords checks for relevance and matching pages. If the landing page words blend well with your Google AdWords campaigns and ad groups that leads to a better quality score.
7. How can I measure results?
Make a list of the tools you will use to measure the results. Keep them ready before the promotion of landing page. Your campaign objectives have to be tracked in real time with a preferred set of analytics. This also has to aid you in measuring returns from your Google Adwords campaign.
Once everything falls in place and your marketing foundation is set, you are automatically driven to build your landing page.
As a parting note, remember that Google likes landing pages that are relevant, unique, useful, easy to navigate and trustworthy. Increase your Quality Score and create a landing page with clear CTA. The landing page has to be original and useful to your prospects.