Affiliate Marketing AdventuresLife in the Fast Lane

In making a Google AdWords campaign, advertisers regularly spend the majority of their time making their advertisements and researching their keywords. There’s normally little thought to where the surfer will be sent when the ad does its job and generates a click. Frequently advertisers send the surfer to the index page of their web site, hoping the web site will do the remainder of the work.

These advertisers are neglecting a particularly vital part of their AdWords campaign : the landing-page. A good landing-page is just as crucial as a good ad, good keywords and strategic bidding. By making a good landing-page advertisers can increase conversions, that may make their campaigns more competitive and moneymaking. When making your lander remember to make it pertinent to the ad that’s sending the traffic.

As with the rest of your web site, the landing page must be strongly targeted. If a surfer clicked an ad expecting to find gold plated doorhandles, then you better ensure the corresponding destination page has just that. There’s little worse than having a purchaser who is prepared to buy but can’t. The job of your ad is to get clicks. The job of your landing-page is to convert those clicks into leads or sales.

Ensure you can convert the surfer inside three clicks or less. If the surfer has to click more than three times to purchase your product you’ll potentially lose the sale. Ideally you need the surfer to click only twice, once on your ad, and once on your landing-page to get to your order page. That is it. The more clicks you have, the less sales you make.

Remember that surfers are impatient. You must give them what they want with as little effort as possible on their part. It’s vital to always keep your original objective (conversions) under consideration, as well as to refer to the exact keywords and calls to action in your ad, when making your landing page. The landing page is where you may use all of your copywriting abilities to finish the sale.

As I mentioned before, the objective of your ad is to get the click, and the objective of your landing page is to get the sale. It is in your landing page where you have all of the room you want to explain all the advantages and features of your service or product. It is vital to remember that your landing page is your sales page. Your ad did its job by generating enough interest in the surfer to click thru to your landing page. Now you should continue to catch and draw the prospect into your copy to finish the sale.

The only way to do this is through a good title. This headline should hook the prospect by appealing to their self-interest. What is in it for them? How will your product benefit them? Continue to grow on your headline in your copy with added advantages for the prospect, and support these benefits with the features of your service or product. Do this thru your copy and with subheadings. Ensure you keep the prospect interested and try and build some excitement in your product.

Use lots of bullets and lists in your copy to show your benefits and features. Bullets are basically mini reports. Bullets can be employed to summarize all benefits the prospect will gain from your service or product. They can also summarize all of the issues your prospect is experiencing and that your service can solve.

As I mentioned above, surfers are impatient. They have a tendency to be in a rush and need instant gratification. As a consequence, they frequently only scan the page. If a surfer is scanning your page, they may only read your title, subheadings, and bullets. It’s important that you get all of the benefits to the prospect included in your subheadings and bullets because of this.

Naturally there are surfers who will read your full page, so you’ll need to have good copy, which supplies finer detail and all of the info the prospect wants to make a decision. Videos are sometimes extremely effective, particularly if you’re selling a product. In this situation ensure the surfer gets a good, clear glance at the product.

Since the surfer can’t touch the product it’s important that they get as much visible info as they want. Your copy should support your photographs and your photos should support your copy.

The most important thing is that the landing page is concentrated on what the prospect wants. So if the prospect is searching for gold plated doorhandles, then when they click your ad they should go to a lander where they only see photos of gold plated doorhandles, and only read text that describes the features and advantages of gold plated doorhandles.

Ultimately, at some point you’ll need to request the sale. This all must be done on your landing page. Don’t ask the surfer to click thru to another page and try and close the sale there. You should close the sale on your landing-page. The surfer should just have to click thru to your order page to provide their credit card info.

If you’re only looking to generate leads, have the form they have to fill out on the landing page too. The landing page is an important facet of a Google AdWords campaign. You must spend the same amount of time, if not more, making your lander as you do making your ad and generating your keywords. By creating effective landing pages you can improve the final profitability of your campaigns. Making improvements to the profitability of your campaign can let you bid more per keyword and generate more traffic. In end, the lander page is an essential component of your search engine selling and shouldn’t be neglected.