One common mistake beginning AdWords advertisers do is direct clickers to their main pages. One problem with this is that you would be leaving your clients wondering about your company’s products and services. If you just direct them to your homepage, then they would see just that–your homepage. Perhaps you have your company profile or your products/services listed somewhere, but that would require further clicking into the deeper links. In most cases, the users would just close their window and leave.
We earlier suggested to make your ad listing as specific as possible, and this means narrowing down into your individual products or services. Consequently, the webpage that would be opened upon clicking your ad should point to specific pages intended for the products/services you’re advertising for.
So this means you should not, by all means, point your AdWords ad to your company’s homepage, unless you want to lose prospective clients the moment the click your ad and enter your site.
The solution: point your ad to a landing page that contains details only for the specific product or service you are advertising for. This would result to more sales, and consequently better return on investment on your AdWords campaign.
Here are some tips in creating AdWords landing pages.
- Be specific. Create a landing page for each of the products or services you’re advertising via AdWords. Make sure you define the target URL of those ads to point to the correct landing page for that product.
- Design with good navigation. There’s nothing worse than a cluttered website that’s not helpful to the users. If your users can’t find the right links to the product/service details and even the “buy now” button, then they will likely leave your website quickly.
- Be helpful. Are you trying to sell a product? Are you trying to get people to sign up to your mailing list? Are you trying to offer a service? Whatever your goal is, be sure to present this clearly on your landing page. Remember, a successful AdWors campaign means you’ve increased your sales or your readership. Be sure to offer as much help as you can for your users.
One rule of thumb we suggest is that you make sure your website is well-designed in terms of usability and accessibility. If you get straight to the point, then your AdWords campaign would most likely be a success in terms of conversion (meaning successful sales).