How to build successful landing pages for Google AdWords

Google AdWords is a service by Google which allows you to place your ads into networks. One network is the Google Search Result network. This service is found everywhere you have Google Search, which means you can place your ads everywhere. Another network is the Content network. When you put ads in this network, your ads automatically get injected into other sites. These are the two options for your ad to appear; the first is related to Google Search Results, and the other is NOT in relation to Google Search Results.

Factors Involved in Google AdWords

With Google AdWords, you have three main factors to look at. First is the price of the advertisement, second is the clicks-through rate, and third is ROI or Return on Investment — how much you would make effectively. Other factors include the conversion rate, the quality of the lending page the ad is showing on, etc.

You should consider the keywords you have chosen and the price you would need to have your lending page spot on. This will ensure high quality score for your ad and for it to be displayed. Essentially, the way to optimize your lending page for your Google AdWords is pretty much the same as you do for SEO.

Relevance of Google Ads

Of course, Google’s number one factor will still be relevance. Google wants ads to be relevant because the more helpful an ad is, more ads will get clicked in the future. Google thinks this way: A user clicks on an ad, and the ad is so relevant to the problem that it actually gives a solution. The user will then learn that by clicking on an ad, they can get the answer more quickly than by clicking in the normal search results. This is something Google would like to teach to the users.

That’s why ads need to be super relevant. If users click an ad, and it doesn’t help them, then probably they wouldn’t click on ads again. You get a huge penalty if your page is not relevant to the keywords that you entered. Google doesn’t want to show unrelated pages. If you have a site about finances, and you’re betting on a keyword that has to do with holiday on a beach, you need to make a very creative construction around that. For example, describe in your page how financial success will lead you to have a life which is just like holiday on the beach every day, and come back to that vocabulary.

Improve page SEO and AdWords readability

Let’s do a quick check around your page and see what you can do to improve your SEO and your AdWords readability.

First, let’s start right on top of the browser page, and0 look at your page title. Your page title should be pretty much the title of your page, which includes the main keyword of your page. This keyword could have two or three words, and your title might have some words around to make it sensible. Filling words might be a little long, but try to keep it as focused on your keyword as possible. Furthermore, that keyword should be the first thing that appears in your title, your URL, and in your h1 tag. Remember that that keyword should be the name used by people to link to that page.

On top of that, the keyword also be at least in the first and in the last paragraph. You also have some h2 tags on the page which are filled with generally semantic related words in the h2 paragraph. The words written in your subsections should also appear in their respective h2 paragraphs. For example, if the h2 word has environmental sustainability, the paragraph under that subheading should also contain the keyword environmental sustainability, or should at least have semantic related words in it.

On-page factors that influence search engine results

If you look at the link title that you have in your page, is it relevant to the keyword? You may want to make links to be no-follow links. This gives you a bit of control on where your link’s juice is flowing. You might also want to remove a few links. On a page, if you have different sub pages, you want to see that the linking between those sub pages is well done. You should create an internal linking structure that is as clear as possible. Try using breadcrumb navigation, which gives you the possibility of linking to the pages which are on a higher level of hierarchy.

When you are done with the page, what you want to do is to look at the source code and how that looks like. Then, see if there are pieces in it that can be checked out. For example, there might be comments in the page, well get rid of that. You might see if there’s some JavaScript. Check if the footer is not on asynchronous loading. Generally you want to have your page as fast as possible. If it is not html, you might want to have some caching going on to make your page a static HTML page, because speed is also getting more important.

You could also have pictures, videos and embedded stuff on your page moved to a content distribution network or at least a sub domain without cookies. All pictures need a title and an alternative text tag. Definitely, you don’t want to have hidden text or something that makes you look like a spammer. You don’t want to show text that is only visible to search engines for example. If you would like to do that, and if there is a text that is irrelevant and which you don’t like on your page, it might be best to move the text into a graphic format. However, that is rather complicated. I suggest you stay relevant to your pages, and that is probably going to be the best idea.

Recap

Okay, let’s recap a bit: what can we do to have effective Google AdWords? Pretty much the answer to that was, you need to do with your page what you do to SEO, and we had a quick run through the main on-page factors that influence your result on search engines and that will also influence your result on Google AdWords. If you do this, your page gets shown more often, you pay a lesser price and generally you’ll be able to compete better.

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