Pay Per Click Ads and Landing Pages

3rd in a series of Pay Per Click articles

Here is the 3rd in a series of Pay Per Click articles to better inform you of the numerous Pay Per Click issues. Pay Per Click is an effective tool to increase targeted web site traffic when properly prepared and managed.

Article One: Pay Per Click – The First Steps to Getting it Right

Article Two: Keywords – The Foundation of all Things SEO

PPC Ads That Entice - Creating a Great Ad

To get the most from your PPC programs you must create great ads that immediately catch Searcher's attention and encourage them to click and visit your web site. However, with a PPC promotion we have to go one step further. We have to filter out the casual surfer and target the web site visitor who is ready to buy your product, contract your services, sign up for your newsletter or whatever objectives were identified when you developed your Pay Per Click Strategy. We don’t want those casual surfers, every single untargeted click is an additional cost to our Pay Per Click Campaign.

Ad Creation Guidelines

Keyword Use: Use your keywords to increase ad effectiveness, targeting and to ensure your ads are shown along side relevant organic search results

Targeted Traffic To Web site: Proper use of your keywords will assist in encouraging highly targeted traffic to your web site, visitors who are ready to complete the goals identified for your PPC Promotion.

Include Benefits and Features: Your advertisement will allow you very few words, be sure to include an indication of the benefits and features of your product and services

Incorporate a Call to Action: Encourage the reader of the ad to click through to your landing page. Terms such as act now, start now and many other such terms have a subconscious affect to encourage the viewer to take action.

Stand Out From The Crowd: Think about it, your ad will be shown with similar ads for the same Pay Per Click Keyword and Organic Keyword. The ad must have a unique statement or characteristic to stand out from the crowd. Not an easy task considering what little you have to work with.

Include a Telephone Number: This Pay Per Click Strategy is usually overlooked, take advantage of this – it works wonders 09 2334463

The Pay Per Click Landing Page

Landing pages are specially created pages developed in unison with your Pay Per Click Advertisement and should represent an extension of your PPC ad. Your landing pages are special entities and are treated quite differently to other web site pages.

Landing Page Purpose

• Lead the web site visitor to the conversion goal
• Monitor the performance of a Pay Per Click Advertisement
• Provide Pay Per Click Optimization for relevant keywords and keyword phrases

Landing pages should not be:

• Linked to from other web site pages
• Included in XML or HTML Sitemaps
• Indexed by Search Engine Crawlers

There is controversy whether or not Landing Pages should link to other web site pages. Personally I am in favor of linking to other web site content. My reasoning is essentially this: Although you craft a Landing Page to convert traffic this will not happen 100% of the time therefore, I prefer to link to the web site purely to offer a second chance of converting a visitor I paid to visit my sites.

Landing Page A/B Testing

Landing pages should be developed with the same care and attention to detail as all Web Pages. Landing Pages require testing to determine what is most effective and what is not. There are no hard and fast rules to how many pages should be created and tested but I recommend three as a starting pont.

Landing Page Guidelines

• A landing page for each ad
• Use concise and clear headlines to inform user of page purpose
• Use minimalist design, white space, concise text and only relevant graphics. The Landing Page must load quickly
• Include all required processes and information to enable visitor to complete desired transaction
• Test , then test again, and again and again it may take numerous efforts to determine which page combination works best.

Pay Per Click on the surface appears to be an easy method of business marketing. However, nothing could be further from the truth. Pay Per Click Promotion is complex and time consuming, but when done correctly offers a powerful marketing tool to the web site owner. One point I would like to make is Pay Per Click has it’s place and should never replace a solid Organic Search Optimization Program. and Seo Solutions.

These articles should give you an excellent start in developing a PPC campaign, but please bear in mind that these articles are an excellent starting point but are in no means a definitive guideline on Pay Per Click, that would take a book.

Written By: Pay Per Click Consultant at www.seowizardry