Google announced on its Inside Adwords blog recently that the quality of your landing page affects your ad’s position.
Since I have a creative background, I’ve been a proponent of landing page testing all along. Now, it pays off. Having a landing page that is relevant to the terms for which your ad is served is of paramount importance.
How does this affect Google Adwords advertisers? If you’re already sending your traffic to a relevant landing page, you’re ahead of the curve, and your ads may appear before those advertisers/competitors that send their traffic to their homepage. Many advertisers simply send their traffic to their homepage, which is not necessarily a relevant page.
Take the term “widgets.” Advertiser A bids on “widgets” and sends his traffic to the homepage of his site, while advertiser B bids on “widgets” and sends his traffic to a page about widgets. Advertiser B has a better chance of appearing first, all else equal.
I advise my clients to tailor their landing pages to their ads, and test different landing page designs to find the best solution for their business. The placement of key page elements can dramatically affect response rates, as can color and relevance to the search term.
If you pay for search engine advertising, let me show you how your landing pages can bring better results. Contact me and we can talk about your goals, your current landing page design, and how you can get better results.
