Breakups rarely come as a surprise.
If you’re in the presence of a bad relationship there are always signs of conflict.
Whether or not you pay attention to them is another matter.
The relationship between your PPC ads and landing pages will have a large impact on the success of your campaign. So, how can you tell if there is a healthy dynamic between the two?
Here are three signs of a relationship in desperate need of repair:
If your ads are getting clicked on but your landing pages are failing to convert then there is a probably a lack of unity between them.
A common issue behind low conversion rates is a mismatch between the text that is used in the ad and the content of the landing page. A weak message match can also impact your AdWords Quality Score and Cost-per-Click.
The more specific you are with your ad copy the less likely you will be to surprise your visitors.
For example, if your ad copy promotes “Teriyaki Jerky,” the majority of people that click on the ad are likely to assume that your jerky is made from beef. If your visitor arrives on your landing page and discovers that it is actually Teriyaki flavored rattlesnake jerky then they are probably going to pound that back button – no matter how juicy and flavorful your product is.
A strong message match between your ads and your landing pages will typically increase both prospect satisfaction and your conversion rate.
If you’re attracting a ton of unqualified leads then you may want to circle back and take a look at the keywords you are targeting.
Neglecting to consider user intent during the keyword selection process will often result in a mismatch between what the user thinks you’re offering and what you’re actually selling.
This translates to both bad leads and low conversion rates.
User intent can encompass several things such as a specific phase in the buying cycle and pricing sensitivity. By switching out keywords to focus on copy that is a match between your offerings and buyer intent you can reduce the influx of bad leads.
Even if the volume of traffic goes down, the quality of the visitors arriving on your landing page should improve significantly.
Your CPC for specific keywords will vary according to the word or phrase you are bidding for. However, if the content on your landing page does not mesh well with your ads then you might be paying more than you have to.
When the keywords in your ad relate to the content of the landing page it is associated with it will help increase your Quality Score. The relevance of your campaign’s ad is included in Google’s AdWords Quality Score formula.
Ads that have a strong Quality Score will typically receive a better CPC than those that are struggling in this area.
A solid relationship between your ads and landing page can not only improve CPC but benefit your conversion rates as well.
In order to achieve positive results with your AdWords campaign it is essential to have above average ads that are associated with relevant and high quality landing pages.
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