| What is a good landing page? The crucial
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| | language to make reading as easy as
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| half of a PPC campaign most people don't
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| | possible
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| know about.
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| | - Show the benefits to the potential
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| Google Adwords, Yahoo (formerly called
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| | customer. Details that the viewer can
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| Overture Sponsored listings) and other
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| | relate to on a personal, even emotional
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| Pay Per Click (PPC) companies give you
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| | level are what makes this page have a
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| the chance to get your ad or search
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| | much better chance of getting a lead,
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| listing at the top of the pack, right up
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| | conversion or sale. It must show all the
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| front and perfectly matched to the
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| | properties that make you better than the
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| searcher's query. With a clever and
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| | rest. Don't be arrogant, but make the
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| catchy, attention grabbing ad or headline
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| | reader feel they will be secure, better
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| you can win the viewer in that critical
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| | and confident if they buy, fill out a
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| split second he has to decide to click.
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| | form, or perform the action you're after.
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| He clicks, you score! Right? WRONG! If
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| | - KISS- "Keep it simple, stupid" applies
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| you can get that click on a focused,
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| | here too. If you don't need a country
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| targeted keyphrase and ad headline, you
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| | and a phone number in your form, keep
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| should feel very good. You're halfway
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| | them off. Make it easy and simple for
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| there. But, where does he land? On your
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| | your viewer.
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| home page? On the specific product page
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| | Remember, when you land on a page, you
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| if you have an online store?
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| | ask "WHAT'S IN IT FOR ME?"
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| The page where the viewer lands is called
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| | Destination Page Construct
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| a "landing page" or "destination page."
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| | - The first step is to provide the viewer
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| It is equally as important as your ad
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| | with what he's looking for immediately.
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| headline and copy, if not more. Most
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| | Next, show him the features of the
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| sales, conversions, or leads that cost
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| | product.
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| hard cash to Adwords or Yahoo are often
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| | - Most importantly, what is the benefit
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| lost because of poor, or non existent
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| | to the potential customer? Why should he
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| landing pages.
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| | buy from you? What will he gain by
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| Why can't I just send my adword clicks to
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| | buying from you?
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| my Home page?
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| | - If you're selling a product that is
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| You can. But what if you walked into a
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| | very similar to other competing products,
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| five-story department store with no sales
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| | you need to focus your sales message on
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| people-- You're looking for a very
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| | what makes your product unique. What are
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| specific sweatshirt with a Penn State
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| | the unique benefits for your customer?
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| Logo that you saw at a football game.
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| | - Anything that can steal focus from your
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| You know the sports shop out in the mall
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| | objective risks losing a conversion.
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| will have it, but you've got a store
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| | This includes other products, details not
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| credit card so you'd like to get it here.
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| | related to the main idea, and even the
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| You're also holding onto two toddlers
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| | navigation system you use throughout your
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| who are losing their cuteness very
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| | site. Don't give the viewer the option
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| quickly because they want the Happy Meals
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| | to go anywhere else but to a form, buy
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| you promised on the way home.
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| | button or call to action.
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| So there you are in an endless sea of
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| | - Each destination page should have a
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| perfume counters. You want a sweatshirt.
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| | single, obvious goal that gently tells
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| Maybe it's in the men's section...but
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| | the customer what to do. Don't try to
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| where is that? Or maybe it's in Active
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| | cross sell or sign up for a newsletter
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| wear... would that be with the men's
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| | and send an e-card. Stick to one goal.
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| stuff? And where are the escalators?!
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| | - Some people might be looking for the
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| "Forget it," you think, and walk out to
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| | specific product and buy from you. But
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| the sports shop in the mall, buy your
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| | for those that are questioning and/or
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| sweatshirt and are on your way to Micky
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| | first time buyers, don't give them a
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| D's in less than 10 minutes.
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| | chance to question your credibility.
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| Your homepage is the department store.
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| | -The phone number and email address
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| It doesn't matter if you're selling a
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| | should appear (not obnoxiously)enough
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| product, service, or giving away free
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| | times that they're always visible when
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| information. You have sections and
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| | the page is scrolled. It's a proven
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| categories which are probably very well
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| | fact, if someone has to search for how to
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| marked and labeled.
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| | contact you, you lose some potentials.
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| However, your Google Ad or Sponsored
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| | Destination Pages and the Unique Selling
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| listing was specific. It advertised a
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| | Proposition
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| precise thing in about 70 characters or
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| | A concept developed in 1961 still holds
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| less. People don't care about your home
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| | merit today and is a great check for the
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| page. They expect to see what they were
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| | underlying tone of your landing page.
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| searching for as soon as they click.
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| | That is the "Unique Selling Proposition"
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| Don't you?
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| | by Rosser Reeves. The concept explains
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| So let's say your ads lead to specific
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| | how every company should strive to show
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| destination pages of your site. What's
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| | how it differs and surpasses its
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| on those pages?
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| | competition.
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| Destination Page Overview
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| | It consists of three concepts that should
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| For Pay Per Click, your destination pages
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| | be applied to your advertisement (or
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| are absolutely critical. They are the
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| | adword) and your destination page.
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| second half of the sales pitch. Just
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| | 1. Tell the consumer what benefits you
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| having the adword or PPC land on the
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| | will be giving him. ? "Buy this product,
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| product page is not enough. First, you
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| | and you will get this specific benefit."
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| have to get someone to your site.
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| | 2. The benefits have to be unique to your
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| Remember the number of hits you get on a
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| | product. Something that separates you
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| PPC or Google Adword is an
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| | from what the competition has to offer.
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| ever-increasing expense if you don't turn
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| | If your products are sold by competitors
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| that click into a sale and the only
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| | too, find something that distinguishes
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| sales person you have is the page at the
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| | YOUR company.
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| end of that click.
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| | 3. The proposition must be so strong and
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| You've got to convince someone quickly,
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| | convincing that it can move the millions
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| "at a glance quickly," why they should
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| | (attract new customers).
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| buy from you and not the ad above or
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| | To be successful, you'll need to research
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| below you. Think of your own web
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| | and build a campaign, then watch and
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| searches. You have seconds to entice
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| | modify, test and retest different
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| that viewer to read more, or lose them.
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| | changes, words, prices, etc. I want to
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| Build the page around a SINGLE goal
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| | stress the importance of this.
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| incorporating:
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| | The same testing, observing, tracking and
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| - Well written content describing in
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| | revising apply to landing pages as they
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| clear detail what you are offering
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| | do to ads and headlines themselves. It
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| - Organization to make a fast read or
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| | can save you a lot of money. If you're
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| "scan" of the page convey as much
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| | not careful you can run up thousands of
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| information to the viewer as possible.
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| | dollars in PPC and adwords with
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| Use bullet points and straightforward
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| | insignificant sales or leads.
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