Mar

10

Creating Landing Pages For Google Adwords Part II

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Watch How You Land!  As I covered in Part I, it is vital to ensure you make the most of your Landing page and optimize the visitors you are sending via your Google Adwords PPC Campaigns.  I also mentioned that having some basic copywriting skills was essential to mazimize your conversions.

Below are some basic copywriting tips for your Landing Page.

  • The first and possibly the most important aspect of creating your landing page, is the headline.  Try to target a benefit for your prospect, something that will interest them and build some excitement around your product or service.  Ask yourself, how will your product or service benefit them; how will it solve a problem?

    (Remember, it’s ‘benefits‘ not ‘features‘ that sell, so don’t fall into the     trap of writing a whole lot of stuff about the features.  Instead focus on     the needs of your customer, and how your product or service will benefit     or fix a problem for  them).

  • Benefits and Features can be listed using plenty of bullets or lists. These bullet points are pretty much mini headlines. They can really serve two main purposes for you. This is where you can summarize all the problems your prospect is experiencing and feature how your product or service can solve them.

  • Assist your ‘impatient‘ visitors.  If you include all your main points, your benefits, in your headlines, subheadings and bullets then even though your visitors are in a hurry, you make sure they get the main idea if all they do is scan the page.

  • Don’t forget those visitors who are ‘readers’.  While there are probably way more visitors who will scan your page, there are those who will read every word.  Make sure you have good copy that provides all the details your propect might need to help them make a decision.

  • Graphics or Pictures are also very effective, especially if you are selling a product.  You want to provide a good visual so your visitors can see what your product ‘looks like’.  This is true even if your product is a digital download, you want to provide a visual representation of what the product would look like if it was a physical one.  So the basic rule of thumb here is that your copy should support your pictures and your pictures should support your copy.

  •  Last but not least, at some point you are going to need to ask for the sale or the ‘call to action’, whatever that might be. It is vital that you do this on your landing page. Don’t be tempted to get them to go to another page, you want them to make their decision while they are on your landing page.  Once they click on your buy button, they just need to go through the checkout process.  If you are not actually selling a product, and your main purpose for your page is to collect leads, then make sure that you have your email optin form right there and ready to go (you might even have more than one on the page).

  • Track and test – you need to do this with everything, your campaign ads, keywords as well as your landing page componants.  As you do this you will refine the process and gradually improve your profits.

   I hope I have managed to convince you of the importance of your landing page and the vital role it plays in your overall success.  You will need to put in the same amount of time and effort into creating your Landing Page as you do for  setting up your Google Adword campaigns, maybe more. 

  If you pay attention to the details I have mentioned then you should start to notice a measurable improvement in your bottom line profits, and I think, in the end that is what it is all about!

Cheers for now,

Lynne

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