Here’s a great blog post on the MSN adCenter blog. Essentially, they’re saying that there are five ways to make your landing page more relevant to your visitors and I agree wholeheartedly. These are fabulous ways to increase the relevancy of your landing pages:
- Search applicability
- Keyword prominence
- Load speed
- Actionable call to action
- Builds trust
The great thing about these suggestions is that they are important no matter what PPC provider you are using. Whether advertising through Google AdWords or MSN adCenter, you’ll need to incorporate these five things into your landing pages if you want to be effective. But what do these things mean?
Search Applicability
You want your landing pages to line up with the content in your ads. Think about the search process. A user types in a keyword and sees a SERP. Your ad is matched with the keyword that is used for the search. Likewise, your landing page needs to correspond with that as well.
Keyword Prominence
Make sure your landing pages use the keywords that are most important to your users.
Load Speed
How long does it take to load your page? Huge graphics and large files tend to slow down load time. But load speed also can lower your quality score so make sure you design a landing page that loads quickly.
Actionable Call to Action
Is your call to action clear? Spell out specifically what you want your site visitor to do.
Build Trust
Make sure your landing page visitors understand that you provide security and privacy. Don’t lie or be untruthful, but make sure that you offer a clear understanding of your site’s security, privacy, costs of shipping, etc.
If you do these five things well you’ll go a long way to increasing your landing page relevancy and convert more traffic to sales.
