The best way to run a successful AdWords campaign is to make sure your ad and your landing page provide the most relevant information to your users. Specific and targeted messaging provides useful information to your visitors, and brings in the ROI you expect from your campaign.
Google has warned us: your ads will show up less often if you provide a poor user experience.
Let’s avoid that. Today, we’re sharing some tips on making the most effective landing pages for your AdWords campaign.
Landing Pages: One Page Wonders
A landing page is essentially a one page website. It’s the URL someone lands on as soon as they click your ad. Your goal is to answer whatever question the visitor asked Google before your ad popped up. You want them to convert, and you do this only by providing the most relevant information.
Landing pages must be easy to navigate, clear in their messaging, and helpful to the visitor. They must serve a purpose.
Keeping People on Your Page
Your landing page must focus on a specific topic and be tailored to a specific audience. This helps with your bounce rate. A bounce occurs when people leave your site after viewing it for just a few seconds. Statistically, the bounce rate is higher for paid clicks. When your landing page provides the right information, you keep your visitors around, and Google likes that.
Landing pages don’t allow for exit routes like most websites. There’s no navigation bar or extra tabs to confuse visitors. You want to keep it crisp, easy, and relevant.
The 5 Important Elements Every Landing Page Needs
- A bit about your company. This is similar to the About Us page on your website, but more condensed. Include a bit about your mission and some important things that a landlord or investor should know about your property management company.
- What you offer. Make sure visitors know what services you offer, and what you can provide. This is usually why they’re visiting.
- Testimonials. Reviews provide credibility to your business. Often, reputation is the stepping stone for whether someone will choose you over the competition.
- A form and call tracking number. The form allows you to collect the visitor’s contact information so you can get in touch. The tracking number allows you to keep up with your leads that come in over the phone. You want to track where the leads are coming from and review your phone calls so you know how to improve them the next time.
- A Call to Action, or a hook. This is what entices the visitor to fill out that form or pick up that phone. It will set your business apart from your competition. Maybe it’s a special offer like the first month free. Perhaps it’s a flat management fee when everyone else in your market charges a percentage. Give your visitor a good reason to enter their contact details.
Your Next Steps
So, how do you build your own landing page?
It’s simple. Head to Google and search for a landing page builder. You’ll find plenty of options. At Fourandhalf, we like Unbounce. This site provides over 100 templates, so each landing page we create is unique. It’s also flexible; we can change the look and the information any time.
No time to create your own landing page?
Contact us. It’s what we do. We can build and host your landing page, and we can do it brilliantly. If you have any questions or need any help, contact us at Fourandhalf.