SEO and AdWords (SEM) are two completely different sciences aimed at delivering the same result: more of your target market visiting your site, from search engines. While SEO takes time, AdWords results are immediate but like SEO the secret to a successful AdWords campaign is careful planning and management of your campaigns. The most important part of an AdWords campaign is your qulaity score which is determined by your click through rate (CTR), the keyword, your text ad, the adgroup and your landing page relevancy.
What I want to talk about here is that final element: landing page relevancy. Your quality score is affected by the relevance of your landing page. Google will reward you with a higher quality score and therefore reduced adspend if you have a highly relevant landing page. Recently four AdWords campaigns we analysed had Excellent CTR’s, great average ad positions but very poor engagement with over 50% of visitors leaving the site within 10 seconds. The weak link was obviously the landing page. So without giving away all our secrets the fundamentals to a great landing page are as follows:
- It should be focused and simplistic
- It should be designed specifically for the visitor arriving from an adgroup
- It should have clear aims for ecommerce versus lead generation but the goal should be achieved in one step from the landing page if possible