Landing Page Optimization Tips

Please find the few below mention points to optimize your landing page:

1. Relevance:- The web page should be relevant to the keyword.
2. Clarity: This should be easily clear to the user about the web page.
3. Visible: Keep important information and call to action at above of the web page, so user does not have to scrawl the page.
4. Strong Headline: There should be strong headline web page and include you keyword, this should also include the major benefits of the product and service.
5. Call to Action: Use clear and powerful call to action on the web page.
6. Bullets: use bullets on the web page to summarize the user what the web page is all about.
7. Hero Shot: i.e A ‘hero shot’ is a graphic representation of the item being marketed, whether it’s a tangible product , the cover of a report or the photo of a webinar presenter. :- to emotional connection of the user.
8. Clear Text: User clear text on the web pages.
9. Colour: try to use primary color in the website design
10. Image Caption: Use caption on the images and put keyword where it is possible.
11. Quality Content : Put quality content on the webpage
12. Design: Use attractive website design.
13. Social validation: Try to include testimonials, industrial awards, affiliates and associates that you belongs to

Few Guidelines for Image Ad

The Static image ads can be formatted in .gif, .jpg and .png. Animated image ads can be formatted in .gif or Flash. The file size limit of an image ad is 50 KB.

Image ads can be in the following sizes:

• 250 x 250 Square
• 200 x 200 Small Square
• 468 x 60 Banner
• 728 x 90 Leaderboard
• 300 x 250 Inline Rectangle
• 336 x 280 Large Rectangle
• 120 x 600 Skyscraper
• 160 x 600 Wide Skyscraper

Image ads should clearly and accurately reflect your site and emphasize unique benefits of your product or service.
If your image ad doesn't meet these rules, it won't be allowed to run. See a full list of guidelines on our Image Ad Policy page.

Also, use some call to action "learn more," "buy now," or "visit us today."

Understanding Google’s Quality Score

The Quality Score is an assessment by Google Adwords of an individual ad triggered by a keyword which, in combination with the bid amount determines the ranking of the ad relative to competitors. A higher Quality Score of a keyword will result in:

A higher ad position within Google search results and the content network for that keyword at a given bid amount.

A lower minimum bid amount necessary for an ad to be served for the keyword that triggers it. Ads with a low Quality Score may not be displayed until a higher amount is bid.

Greater eligibility for an ad to appear on a site on the content network and potentially improved positions within competitive listings. Understanding Quality Score is difficult since Google is not completely transparent on its approach; it does refer to the main factors but it doesn‟t disclose “other relevance factors” or the relative weighting between them.

Implication 1. Clickthrough rate on the ad is given as the first factor. Higher CTR will result from more relevant ads, so this shows the importance of producing smaller, highly targeted ad groups which deliver creative with relevant ad text and offer for the search term entered. If you make extensive use of broad match for a limited range of phrases, your clickthrough rates will be lower than if you use exact or phrase match or if you use broad match on many keywords. The use of negative keywords will help increase CTR and so Quality Score.

Note that the clickthrough rate used takes into account expected clickthrough rate for a particular position since higher ad positions naturally tend to gain higher CTRs.

Implication 2. Clickthrough rate on the content network is not considered for results within Google search results page as is sometimes thought to be the case and is used as an argument against the content network.

Implication 3. You should make sure you have good Keyword relevance which is the degree of match between the keyword triggering the ad and the search term entered.

Implication 4. Ad text relevance is also important. This is degree of match between the words in the ad creative compared to the search term entered.

The importance of keyword relevance and ad text relevance in the Quality Score again shows that developing many more focused Ad Groups will give better results.

Implication 5. The historical assessment of clickthrough rate suggests the importance of removing poorly performing keywords or Ad Groups. High volume brand keywords will have an effect in increasing CTR across the account which won‟t occur if brand bidding is not used.

Implication 6. Other relevance factors. Although in this current disclosure, Google doesn‟t state that the landing page relevance is a factor, it has said this in the past and it is used for setting the permissible minimum bid amount. We can also speculate that Google could review whether ads are effective according to whether they are immediately followed by another clickor search.

Keyword Matching Criteria

Keyword matching is an important targeting technique within paid search since it gives you precise control of which ad you display for the combination of keywords entered by searcher. We say „can give precise control‟, because all the search engine networks have default broad keyword matching options which are designed to save time for those managing campaigns. These can give good results with sufficient keywords, so many find extensive use of keyword matching unnecessary. Keyword matching is performed according to different match types specified by the advertisers. These are rules defined by the search networks for controlling when advertisers ads are displayed dependent upon the search term entered by the search engine users. The three main types are broad matching, precise matching and negative matching.

Broad matching where the ad will be displayed if the keyword or related terms are searched upon. Example: for an ad keyword: “plasma TV” the ad may also be displayed if the search term “plasma television” is entered. The same terminology is used in Microsoft AdCenter. Known as the Advanced Match type in Yahoo!

Precise matching known within Google as Exact Match (Example: ad only displays if the precise phrase “plasma TV” is entered and Phrase Match (Example: ad displays if the precise phrase “plasma TV” plus any other words is entered). The same terminology is used Microsoft AdCenter. Known as the “Standard Match Type” in Yahoo where it also contains plurals and other minor variations.

Negative matching where the ad will not be displayed if the searcher includes a specific word (Example: ad won‟t display for “cheap plasma TV” if “cheap” has been entered as a negative keyword). Known as “Excluded Words” within Yahoo! The same terminology “Excluded Words” is used in Microsoft AdCenter. For full recommendations, read the section on Keyword Matching Strategy.

What Is Paid Search Marketing?

Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (Pay Per Click) or less commonly, when your ad is displayed (CPM) or when a phone contact is generated which is „pay per call‟ (notice how the industry is running out of acronyms…?). That‟s why we call it paid search rather than pay per click. It is not necessarily pay per click – there are other options for buying a marketing presence and response. For example, you can buy placements on Google AdSense partner sites on a cost per thousand (CPM) basis and affiliate (CPA) basis models are being trialled.

Paid search marketing goes under many names: Pay Per Click (PPC), search engine advertising, the sponsored listings, paid for placement and more.

Google Adwords (http://adwords.google.com)

Yahoo! Search Marketing (http://searchmarketing.yahoo.com)

Microsoft adCenter (http://adcenter.microsoft.com, see tips and tools at http://advertising.microsoft.com/advertising/adcenter_addin)

MIVA Pay Per Click, Pay Per Call and Pay Per Text (www.miva.com)

Call to Action Ideas to improve CTR while creating Ads in Adwords

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Starting with AdWords Account

If you haven't yet created your account, visit https://adwords.google.com and click Start now to create new account. Or if you have a Gmail account you can use the same for Adwords.

Know the basic term of Google Adwords

• Keyword
• Campaign & ad group
• Click
• Cost-per-click (CPC)
• Impression (Impr.)
• Clickthrough rate (CTR)
• Average Position
• Networks (Display Network)
• Quality Score
• Conversion

Create a New Campaign

Create a campaign and ad to promote your business. Click the "Create your first campaign" button in your account after the login.

Campaign settings

• Audience :- Select the language and geographical locations of the people who see your ads.
• Networks and devices :-Select where you want your ad to appear, like Google's search results or on Google Display Network (Google's partner sites too).
• Daily budget:- Enter the amount you want to spend for this ad campaign on average each day.
• CPC bid:-Enter the maximum amount you're willing to pay each time a user clicks your ad.
  

Ads
Create your ads for with editorial guidelines .

Submit billing information
Make your choices (Post paid or pre-Paid), and follow the steps to enter your billing information. Or, see step-by-step directions.


For more See the AdWords Beginner's Guide