The importance of dedicated landing pages for paid search

Your landing page will be the first place a user comes to when they click your ad, which is why it’s important to fill it with informative content that will hopefully engage each user. But that’s not the only reason it’s important, because Google’s Panda Update targets low quality/spun content and values fresh content that’s not only unique but plentiful also, which can effect your paid ad Quality Score.

The chances are that you’re already familiar with terms like ‘landing page’ and ‘quality score’ but if you’re not, let’s briefly go over these two vital and very important subjects. A landing page is the first page you come to after clicking an optimized result on a search engine results page, social site or other website. Also known as ‘lead capture page’, a well-optimized landing page will give you much more useful information on the subject you searched for or saw elsewhere online. They will usually give you a minimum of a couple of hundred words and these words will be well-written and as unique as possible.

Optimising your landing page
There’s nothing more unappealing when it comes to landing pages than a single paragraph of text that has no breaks, no images and keeps on going down. No matter how much a user likes to read, chances are that the majority of users will not sit there and read through that much text in one go. The answer here isn’t to cut the amount of text (because the more text the better) but to lay it out in an attractive manner, just like you would a website or magazine article. An average of 500 words is a good amount of text to use for a landing page, so don’t try and cut it down into bullet points, or a couple of paragraphs. Instead, why not try to break it down into titled sections (like this article you’re reading) or if you don’t want to use sub titles, then simply break up the bulk of text into paragraphs as much as possible without going overboard and only having two line paragraphs. It can be a delicate balance sometimes, especially when you’re talking about a single subject but don’t hesitate to experiment and get advice from your peers before it goes live.

Use plenty of text

Writing unique content for your landing page will no doubt improve user experience, as it should hopefully give the user a lot of useful information presented in a clear and attractive manner, encouraging the user to then interact and hopefully convert into a sale or at least an enquiry. Copied or poorly written content will most likely have the opposite affect and cause users to leave the site quickly and will decrease the chances quite dramatically of any conversions taking place. Although written content is definitely numero uno when it comes to importance, there is still plenty of space for images to be part of your landing page and at least one image is recommended, especially if you’re trying to sell a product.

Using images
Also, don’t forget to incorporate images where you can. If you have plenty of images to use, maybe insert one next to each paragraph but make sure it’s relevant to what you’re talking about and unique. Images are also valued highly by search engines, as long as they aren’t someone else’s images from someone else’s site or just nicked from Google image search. Creating your own content doesn’t stop at text.

Helping your Quality Score
To maximize the chances of your paid search ads being seen by the right people, you will need to gain a high quality score. This isn’t something that can be achieved by simply getting lots of clicks but works on a combined judgment that your keywords, ad and the landing paid are all relevant and well optimized. Once you have researched your keywords & created your ad, the landing page will be the last piece of the puzzle for you to put into place. Your new, unique, optimized landing page will then help to increase your quality score for Google helping you to get seen by the right people with hopefully a lower bid rate.


Author Gyles Seward

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