Linking your Google Adwords Pay Per Click ads to an effective landing page can help increase your ad rankings, increase traffic to your site and increase conversions on your site, but choosing the wrong landing page can cost you both rankings and money. Here are a few tips that will help keep your Adwords ROI high:
Choose a Relevant Page
Pay Per Click advertisements are ranked by a combination of their Google Adwords quality score and their bid price. Having a higher quality score will allow your ad to rank higher without spending more per click. The relevancy of your landing page is a major determining factor in your quality score, so make sure your landing page contains the keywords your ad is targeting. More importantly, make sure the landing page is actually about the keywords your ad is targeting.
Create More Ad Groups if Needed
Avoid creating generic ad groups with multiple unrelated products. The nice thing about Google Adwords is that you have the capability to advertise an unlimited number of products, each with their own ad and landing page. Take the time to create specific ad groups for each product or service, then give each ad its own landing page. Send the searcher directly to the product/service they were searching for. The easier you make it for a visitor to convert, the more likely it is that they will.
Include a Call-To-Action (CTA)
Nothing is worse than sending a searcher (or potential customer) to a boring page that funnels them nowhere. The goal of your landing page is a conversion; maybe filling out a contact form, requesting a quote or ordering a product. Keep the page simple, to the point, and include a compelling call-to-action. If your conversion requires more than just a phone call, give users the tools to do so. For example, if you want users to fill out a contact form, put the form directly on the landing page or create a nice button that sends them there. Again, the easier you make it for a visitor to convert, the more likely it is that they will.