Since the surfer can not touch the product, it is important that they get as much visual information as they need. The important thing is that the landing page is focused on what the prospect wants. If the prospect is looking for gold plated doorknobs, then when they click your ad they should go to a landing page where they only see pictures of gold plated doorknobs and only read text that describes the features and benefits of gold plated doorknobs.
Bullets can be used to summarize all benefits the prospect will gain from your product or service. They can also summarize all the problems your prospect is experiencing and that your product or service can solve.
When creating your landing page, remember to make it specific to the ad that is sending the traffic. If a surfer clicked an ad expecting to find gold plated doorknobs, then you better make sure the corresponding landing page has just that.
Continue to expand on your headline in your copy with more benefits for the prospect, and support these benefits with the features of your product or service. Do this throughout your copy and with subheadings. Make sure you keep the prospect interested and try to build some excitement in your product or service.
Remember that surfers are impatient. You need to give them what they want with as little effort as possible on their part. It is important to always keep your original objective (conversions) in mind, as well as to refer to the specific keywords and calls to action in your ad, when creating your landing page.
Your ad did its job by generating enough interest in the surfer to click through to your landing page. Now you should continue to hook and draw the prospect into your copy to complete the sale. The best way to do this is through a good headline.
You should spend the same amount of time, if not more, creating your landing page as you do creating your ad and generating your keywords. By creating effective landing pages you can improve the overall profitability of your campaigns.
The role of your landing page is to convert those clicks into sales or leads. If the surfer has to click more than 3 times to buy your product you will probably lose the sale. Ideally you want the surfer to click only twice, once on your ad, and once on your landing page to get to your order page.
As I said before, the goal of your ad is to get the click, and the goal of your landing page is to get the sale. It is important to remember that your landing page is your sales page.
Bullets, headlines and subheadings are very important aspects of your landing page. If a surfer is scanning your page, they will only read your headline, subheadings, and bullets. Of course there are also surfers who will read your whole page, so you will need to have good copy, which provides greater detail and all the information the prospect needs to make a decision.
Your ad did its job by generating enough interest in the surfer to click through to your landing page.
These advertisers are neglecting a very important part of their AdWords campaign: the landing page. A good landing page is just as important as a good ad, good keywords and strategic bidding. By creating effective landing page advertisers can increase conversions, which will make their campaigns more profitable and competitive.
Do not ask the surfer to click through to another page and try to close the sale there. You must close the sale on your landing page. If you are only looking to generate leads, have the form they need to fill out on the landing page.
If a surfer clicked an ad expecting to find gold plated doorknobs, then you better make sure the corresponding landing page has just that. Ideally you want the surfer to click only twice, once on your ad, and once on your landing page to get to your order page. As I said before, the goal of your ad is to get the click, and the goal of your landing page is to get the sale. It is important to remember that your landing page is your sales page.
