Landing Pages
This is a summary of information found on Google's help pages and of course I look at it from the standpoint of Google Advertising for real estate agents. You can also find information about Google's robot AdsBot-Google that automtically visits and indexes the landing pages.
Why are landing pages so important?
Google aside, in my opinion, landing pages are the single most important element of the advertising package. It is the first thing an indivdual sees after they click on your ad. If you are like the rest of us then you understand it takes less than a couple seconds to determine if the page you land on is worth your while - right? You decide very quickly if you are going to "Stick or Bounce".
This is the reason I am so excited about Search Advertising -- because we can control the user experience from the search phrase - to the ad copy - to the landing page - to the call to action - funnelling a user down a path of expected results without the burden or distraction of other influences.
Google's "suggestions, not requirements" on Landing Pages (I would listen to Google's Suggestions - maybe)
- Provide relevant and substantial content.
- Link to the page on your site that provides the most useful and accurate information about the product or service in your ad.
- If your site displays advertising, distinguish sponsored links from the rest of your site content.
- In general, build pages that provide substantial and useful information to the end-user.
- You should have unique content.
- Users should be able to easily find what your ad promises.
- Openly share information about your business. Clearly define what your business is or does.
- Deliver products, goods, and services as promised on your site.
- Treat a user's personal information responsibly
- Develop an easily navigable site
Provide relevant and substantial content
Hmm? I really don't like that word substantial -- if they mean large amounts. In our industry my experience is that I get better returns if I minimize content. I like to see very few distracters on a page and one or two calls to action at the most. By substantial maybe Google means more than none? We use testing procedures compared to pricing on other campaigns to determine how much is too little.
As an example my home page has very little content and very few calls to action see our home page. During the design process we were able to accurately guess what people would click on - we get very few bounces and most people click the first button to the right of photo of the lady in the suit.
Also see our landing page we created for a PPC advertising campaign.
I love the gymnastics analogy of the gymnast sticking the landing at the end of their routine - that's what landing pages are supposed to do. Google uses the word relevant and I thought "gee isn't that common sense", apparently not. Relevance = Stickiness (Thats the First Law of Landing Pages). If your targeted visitor is searching for homes in Anytown USA then by all means give that to him - and don't expect something from them until you have provided significant value to that individual.
Link to the page on your site that provides the most useful and accurate information about the product or service in your ad.
Sure! Google wants -- and I want -- to provide a "smooth" user experience. That makes Google look good and it makes you look good. Back to the gymnast analogy. If I put a wall up in the middle of the tumbling floor that won't make for a smooth transition to the landing. Don't put anything on your landing pages that is going to distract the user from their current path - just give 'em what they are looking for.
If they are searching for new homes don't land them on a page featuring 20 year old homes. Build pages that are in line with the users thought process giving not-so-subtle hints as to what direction you want them to take.
If your site displays advertising, distinguish sponsored links from the rest of your site content.
Google put this in for someone else. If you and I are trying to capture buyer/seller leads don't put advertising on your landing pages!
In general, build pages that provide substantial and useful information to the end-user.
There's that word again and I don't like it. Only put content on your landing page that is extremely relevant to your sales process at that point. If they want more information about you provide a link on the right or at the bottom. Some people (Mavens) will dig into your site for additional information - great give them a link.
You should have unique content.
Once again I think Google put this quality control in place for folks advertising affiliate programs. "Ad Clickers" may click on more than one ad until they stick to one. Imagine 10 people advertising "for domain hosting services" and every ad on Google's page links to the affiliate landing page -- all identical. That "Ad Clicker" would be frustrated with Google for sure. This should not be an issue for us our content will be unique from other advertisers on the page.
Users should be able to easily find what your ad promises.
Google Advertising 101 - If you are advertising a guaranteed sale program in your ad then you should highlight that on the landing page.
Openly share information about your business.
I always recommend people put phone numbers in the visible portion of the page (on the left above the fold). Why? Because it gives your company credibility with the Ad Clicker. Have you ever been to a site that made it hard to find their phone number? That makes it hard, if not impossible, for me to do business with them. They are a company that does not want customers calling them.
Treat a user's personal information responsibly
Here's a tip for you - put a link to your privacy policy on the landing page.
Develop an easily navigable site
Again, this is like putting up a wall on the gymnast tumbling mat. If the Ad Clicker is expecting to navigate through your site they will bounce if they can't immediately figure out your navigation scheme. Navigation - left hand side use text links of at least 12 point with a good contrasting background.
Why design landing pages according to Google's recommendations
Google's market share (Search) is larger than its next 5 competitors combined (Yahoo, MSN, AOL ..)
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Google's Suggestions regarding getting better rankings
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