The importance of ad text and landing pages

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October 1st, 2007 by Nick

When building an effective campaign you must always have the end user in mind, especially when it comes to the parts of the campaign that they will be seeing, like the ad texts and the landing pages. They must be compelling, relevant and concise, the advertiser has to remember that they are the ones to impress, it doesn’t matter if you have a flashy site if no one is interested I your ad texts and it doesn’t matter how well targeted your campaign is if no one is compelled by your site.

When it comes to ad texts the first thing to keep in mind is quality score, the engines will always look at the relevancy for the end user when it comes to this so you need to get your keywords into the ad texts as much as possible, obviously don’t go over board. If the user perceives your ad as relevant they are much more likely to click on the ads than they would be if it seemed to them to have no relevance to their query at all. They are also more likely to wonder what you can offer them if you seem to be competing for their attention with your rivals, and so they will click and find out. By increasing your relevancy and therefore your quality score you can also reduce your cost per clicks this will have a great impact on your advertising as you can get more clicks for the same budget.

Landing pages need to be relevant also, they need to link directly back to what the search query was and what was stated ion the ad text, especially if they have specified an offer or free trial, the user wants to see the information straight away and wants to be able to compare you with your competitors, so let them. Remember to cater for all stages of the buying process, buyers may cone to you when they have first identified a need, they may come to you when they have gathered some information already or they may come to you with the intention to buy from you so give them what ever they need. A quick link to checkout, information about the company and about the specific product they have searched for should all be on the landing page. If you have added specific model numbers, for example, in your campaign exploit the work that you have put in and designate pages to the ad texts that correspond exactly to the model number in the search query, it will be a welcome surprise for the user. By having all of the information that they need just a click away you will retain customers not just for this sale but for future sales. Potential customers do not like to click endlessly before they reach their goal, the fewer the clicks the better, it’s good if before they know it they at the check out!

Optimise your campaign at the beginning it will save you work in the long term and you can start building up quality score straight away, the engines will check everything form URL string to display URL so everything needs to link back to the initial search query, the quicker you can build up quality score the better as this means better page rankings and more conversions for a lower cost per click. By optimising your ads you can also build your brand awareness cheaply and eventually the user will know your brand name and your conversions will be even cheaper when more and more customers convert using only your brand name.

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