How to optimize landing page. In case of ppc. I am doing first time ppc work but i don't have sufficient knowledge of optimizing landing page. So can any body explain it. Thanks
Keep the information on topic, dont bloat the page with information, use the relevant keywords, use meta and alt tags. Remove distraction like navigation unless you really need it to be in place.
look closely to your competitor landing pages and make comparison tables if you are selling any product.
seoblore, there are many types of optimizations for pages like the landing page. You would want to focus on seo optimization and on optimizing it from the marketing point of view: make it sell whatever you're selling. You'll find out that these two are not so easy to mix sometimes but if you take your time you will end up being very proud of your landing page. As far as seo optimization goes this is necessary for two reasons: a) getting organic traffic from the search engines b) and making your website not being treated bad when you sing it up for adwords. For seo optimization just find the ten keywords you wish to focus optimizing from. (Make sure that those keywords will get traffic first(test them on adwords by making another quick landing page promoting a future product. that page will have an email subscribe form and you promise them a free report that will consist in a pdf with 4 ezine articles in it). Run the adwords on many keywords and seee which convert better. Those are the keywords you wish to optimize the new landing page on. On the landing page come up with much content and try to use keyword rich content as often as possible but make it seem natural (drop keywords in testimonials, menu, everywhere you can and as often as you can but not to much as it needs to be readable and sound ok. There's a fine line. Find it and be there). Also use keywords in <h1> and <h2> tags and in image name and alt text. As for the optimization done for marketing purposes, right the landing page and add graphics in such a way that the feeling of a visitor is one of urgency of like he has to buy whatever you're selling. There are lots of courses on this so study first or if you already know study too because you can't ever know all the methods.
for landing pages I usually try for a few things 1. Establish the need for the product 2. Establish the reason the product fills the need 3. Establish the expertise of the provider 4. Call to action I've written a blog post on this a while back that also has an example which you can see here: http://www.lukevdp.com/2009/01/04/6-adwords-landing-page-design-tips-and-an-example/
I agree.. You're not the only person trying to sell that product I bet, Its best to learn the competitor's strategies and moves, then crush them to explain it in a simple fashion. When it comes to business, you either have one or you don't. Make sure whatever you're trying to pitch has an emotion behind it, something the person visiting your site needs and craves. Don't expect them to get in the mood to buy your product/service. A visitor of your website is looking for something specific usually, its your job to convince them you are there to offer them what they are looking for AND MORE!
Say when a visitor comes to your landing page, basically anything that can enable them to click away from the landing page may contribute to them not performing what you want them to do. So removing the site navigation, so that they dont go wondering can help. Still have links to about, contact pages etc, but in the footer only. Dont fill a page with a list of the specifications, a feature list or anything like that, if its a product, as many people dont want to read for long. Instead tell them the reasons why the product or service is worth their time purchasing or signing up. Hand it to them on a silver platter, dont make them look for what they need to know, they have already been looking so as to find your page, make them feel that their search has finished and that they have indeed found what it was that they were looking for.
If you're using Adwords, you can lower your PPC amounts by giving Google what it wants to see. Make sure that you have your things that Google considers relevant on a landing page (about us, privacy policy, contact us) and put these down in the footer in a size smaller font so they are there but not toooooo noticiable this is so you don't give people a reason to click off your site. Also if you're working an affiliate product on this landing page - make sure to juggle around your link text and don't use the same linking text over and over. Diversity is key. Also as a few folks stated above - checking out your competitors is always a good idea.
Ok, there is something I really want to know. Does Google lower your quality score if you do not have a "contact us, about us, privacy policy" ? And why would I juggle around my link text? Link text might be important for SEO reasons, but not for AdWords PPC. Could you go a bit into detail here? <3 Well for PPC marketing it's not necessary to use alt and meta tags, is it? Again for SEO reasons it's obviously a must, but for PPC? Also about the navigation thingy: Do you think it would be ok to add Links to "Reviews" of the product with more detailed information or would that possibly lower conversions? I want to forward very targeted traffic but I also want to provide value at the same time. I'm really having a hard time to decide here, but will probably go with the Review links in a sidebar and even a optin form for a newsletter!
Try creating more than 1 landing page (on the same domain) and then split test. For example: domain.com/keyword domain.com/keyword2 Give it a few days and produce a an Ad report. Whichever Ad is being ranked higher, you can presume has the highest Ad Quality Score. Bare in mind that this doesn't mean it will convert better so keep ROI/Cost per conversion in mind as that's more important than QS/CTR. Have the following links on the page: 'about us' - 'terms' - 'privacy' - 'contact' etc. And now for a great tip: Use the keyword tool and put the landing page address in - Google will throw back the keywords that it sees as being relevant. Are those keywords relevant to what you are trying to advertise? If they are, then the chances are that you're QS will be good. Just a few things that spring to mind.
Hi mashup, your right their not neccessary but its an additional way to place keywords within the page, adding links to reviews if its on a traditional landing page idea means another click, although if you were using for example wordpress to do this then best not to start stripping out the navigation, unless you want to. An optin form sounds good as its a way to have a second go at converting them without additional cost.
The most important tip i can give you is to make sure the landing page is relevant to what the visitor was searching for. If he's looking for a specific product/service make sure the content in the landing page refers to it. Make sure the visitor knows he reached the right place