After clicking on an ad that I’m interested in, the first thing I do is look for the keyword I searched for. When I land on a page and the product I’m looking for or the form I wish to complete is not right in front of me, I will most likely click back and bounce off the page to click on someone else’s ad.
As soon as you get a searcher on your site, you want to catch their immediate attention with a strong message and call to action. You can do this in many ways. If it’s a particular product they searched for send the traffic to that product page. The user could be a quick buyer and immediately go on to checkout.
Now say that you are a company whose online goal is to cultivate a lead. The faster the form is presented to the searcher, the greater the chance that they will complete it. If a searcher must look for your Contact Us tab to fill out a lead form, you should invest in a designated landing page for lead form. This way you can send your traffic here and your lead forms signups should increase. This can only happen when you give your searchers an immediate and relevant call to action.
Establishing unique and well-focused branding or keyword groupings is critical for your SEM efforts when you have a branding initiative or new product line you’d like to successfully promote with a pay per click campaign.
Once you’ve determined the campaign’s initial keywords, you need to consider where you will want to direct the traffic. Generally, having a very targeted landing page is an important factor in achieving strong page relevancy. The landing page content should be pertinent to all keywords included in the campaign.
After the user has clicked through to your ad, you want to lead him or her to convert. The best method for driving conversions is by creating a landing page with a clear and compelling call to action. Giving your audience a convincing, action-oriented landing page should be a top priority.
Beyond gaining more sales or leads, another great benefit for using relevant landing pages is that you could pay a lower cost per click. Google AdWords critiques campaigns by multiple factors including: landing page, keyword relevancy, cost per click, click through rate, and ad copy relevancy. The aforementioned factors are weighted by Google who then calculates a Quality Score for each keyword. In most cases, if your quality score outweighs a competitor that is willing to pay a higher cost per click, Google will show your ad before that competitor. When this happens you are capturing your audience and at a lower price too!