Creating an AdWords landing page for a non-ecommerce page, for example a law firm, presents special challenges for measuring the success of a campaign. Ecommerce sites like Amazon.com can precisely measure the productivity of AdWords by tracking clicks directly to online sales. However, businesses with exclusively offline sales like professional and services firms and big-ticket or highly customized goods that require customer contact to make a sale. Thus the special challenge of an AdWords agent is presenting a landing page that both promotes visitor contact and, importantly, allows you to TRACK when the source of a contact is your Google ad. I see it coming down to these principles: 1. Funnel visitors into contacting the advertiser - Provide high-quality, unique, relevant information, with contact options immediately in view 2. Make all contact options available - LiveChat, email address (destination unique to AdWords visitors if possible, Phone Number (unique number or extension if possible), and a submittable Contact Form. The biggest challenge to me is creating a system that tracks all of these contacts into one spreadsheet or database. This is crucial, as without it, you can't accurately track your Revenue Per Click, and thus you don't know your campaign's ROI, which is the basis of the whole value proposition of online advertising in the first place! Please share your thoughts on this analysis and any methods or tools you use to optimize AdWords campaigns for non-eCommerce sites.
Yes. The best way is to compel the visitor in contacting. Guess all pages need to have some kind of incentive to contact the advertiser.. e.g. free analysis of your website if you are promoting SEO services, or some free report.
Them contacting you would be ideal, but that's still asking them to physically pick up the phone (or in some other way initiate contact) and talk to you about their problem, and all of that. And that's a lot to ask of a PPC lead. I would think it would be equally important to gather leads by capturing contact information from your visitors, much like you would do with an opt-in form on a traditional site. The key contact detail here would probably be phone number. An incentive to enter their name and phone number would be nice, even something as simple as a "free quote" or a "free consultation". Obviously a good closer would then have to follow up on the leads in a timely manner. Of course, that works better for a big legal site or something where you could be suing a drug company for millions of dollars on their behalf. If they're looking for a plumber, having a sales person call them to say "Hey man what's wrong with your pipes?" isn't a great idea. So it really depends on the situation.
If you have a free report to download, you can track that and gauge the response that way. If they download it, they have at least some interest. You have to make it obvious on your landing page (not a squeeze page) that you have this report. For a lawyer, it could be something as simple as "what to look for when hiring a lawyer".