When we run search campaigns on Google Adwords, everything revolves around keywords . They determine whether we show the ad to users with a firm intention to buy (mature users) or whether we show the ad to people who are undecided about the purchase (immature users). Immature users are not sure what they want and need to be guided towards the purchase. Let's look at a real case:
promarketingday adwords optimizationEXAMPLE:
Let’s say the client has an online bike shop. They have a variety of models but they are mainly specialized in Triathlon and BMX bikes. When users search for “triathlon bike” on Google, the client redirects them to a landing page with Triathlon bikes but when they search for “bikes for sports”, they are redirected to a general landing page with all the models to choose from. After a few days, they detect that both have a good CTR (generates traffic) but the generic “bikes for sports” does not generate conversions .
SOLUTION:
To optimize the campaign and continue taking advantage australia telegram phone numbers the traffic and visibility of the word “bikes for sports” we can group these types of keywords into a different group, with ads and a specific non-indexed landing page (to avoid duplicate content) prepared to receive the immature user. The objective will be to resolve any possible doubts about what type of bike is the best and the most suitable for them by creating a page where valuable content (not commercial) predominates using copywriting tricks with CTA while highlighting and linking the client’s main products.
4. Ideas for a perfect Landing Page
big-icon-40Objective: to retain users on your website for longer and achieve more conversions
Many times the problem with a campaign is not in its configuration, but rather the page to which users are being taken after receiving a click on the ad. We have already seen how important it is to adapt the content to the users' keywords, and we have also seen that different landing pages can be tested in case of having doubts about which one will convert best. This is something you should consider if you have clicks but few conversions.
If you have any doubts about how to focus the content of your landing page, here are some tips:
Clearly and simply display your product at the top
Make sure they are clear about the benefits, uses and advantages of hiring/buying your product.
Visualize the CTAs well using color contrast , (the buttons that allow them to continue a purchase process)
Show pictures of satisfied customers so new ones can see what they can achieve with your product
Install a chat to be able to answer questions at the moment
Give rewards at the end of the purchasing process
Visualize the offers and price drops well
Generate urgency at specific times with deadlines on discounts or products
5. Tools for conducting landing page audits
big-icon-40Objective: Have data on the performance of your landing pages to change and adjust the content if necessary
The next idea I suggest to improve your campaigns is to do a free audit of your landing page to find out if there is anything you can improve and also to find out, if you have several, which page works best.