A landing page, or splash page, is the page that directly follows a click and correlates with the ad copy being displayed. Its main objective is to provide the searcher the exact item being searched or provide the most targeted information available on the net. For instance, if a searcher is looking for Nike Basketball Sneakers, the landing page is going to have to be the page on your site where you sell Nike Basketball Sneakers not your home page with a directory of all the sneakers you provide giving the consumer a chance to get lost and click on another advertisement. In the PPC world your competition is only a “back click” away from stealing your business from the consumer, a great landing page is imperative to the success of your pay per click campaigns. Keep this in mind; a great landing page does not consist of simply looking good aesthetically, there are factors involved to provide a quality score. According to Google, there are 3 keys to a successful landing page. Those keys consist of relevance, transparency, and navigability and each key, if optimized correctly, make your page so much more “Google Friendly”
1. Relevance & Originality- the content on your site should be extremely organized, easily to be found, and display the information correlating to what your ad promises. In the case of a product, your landing page should display the exact item that’s searched and is being promoted in your ad. Your landing page content should be completely unique to your website. Your landing page should exemplify the points you’re trying to get across to the searcher directly from you, not another source’s content. This makes your site unique in its own right!
2. Transparency- As more and more businesses make their way onto the internet the days of throwing together a website just to be present are out the window. The better looking and cleaner the website looks the more comfortable the searcher is going to be with the business. Please remember the phrase “content is king” but at the same time keep in mind that if the content is all over the place and tough to read then it isn’t very relevant. Build trust in your consumer by creating a clean, attractive site rather than a “cheap” template style page.
According to Google, there are 3 quick ways to make your site more trustworthy to the buyer.
1. Open Up to the consumer and openly provide your business’ responsibilities towards the consumer to build trust. Honor the deals and promotions your advertising and deliver on services your providing. Visibly distinguish between Sponsored Links and your webpage content!
2. Make sure your site is compatible with user’s browser behavior or settings
(Back Button Functionality or Browser Window Sizing)
3. Navigability-Provide an easy path to your product or content by removing any and all pop-ups, flash coupons, or obtrusive elements that will delay the purchase process or readers visibility. Last but not least, remember to make sure your landing page loads quickly!
All of these items seem easy enough, but as time moves on and competition inches closer with you, your landing page is going to have to be more and more modified to keep up and be Google Friendly. A quick story to bring to the forefront is a client of mine. He is a well respected UFC fighter turned trainer. He has a gym that he is promoting on-line and performed unbelievably with his PPC campaigns, showing everywhere he wanted to, and getting dozens of sign-ups by the day. Yes, his site had some flaws but it was very effective & Google was rewarding him for having a well set-up, successful PPC campaigns. As time went by, Google suddenly changes their algorithms and “Google Landing Page Friendliness”. His ads began to show less and less, spending was down, and finally became obsolete. This will remain until his landing page is re-done up to Google’s standards. Obviously, this is extremely tough on a business but it is a great example how you must keep your site up to date with Google’s policies even if you have been successful in the PPC Market before. The best advice I can give you is give the searcher/buyer the best experience possible on your landing page. Make sure the site not only looks creative, but is clean-cut, easy to read, and most importantly becomes very “Google Friendly”.
For more landing page information and help please refer to SEMGeeks.com’s “Landing Page” Page