Google’s AdWords search engine marketing program is an incredibly mature product and offers the best end-user experience possible.
Advertisers can really do well with this program but they also run the risk of running out of budget pretty quickly if they are lacking in any way that compromises Google’s desire to provide the best end-user experience and quality results.
Many advertisers looking for a quick way to overcome the wait to rank organically use Adwords to attract business. In principle this is a great idea. One big issue is that oftentimes what they fail to take into consideration is the quality of the landing page they are asking potential buyers to click through to.
I say this over and over again because it is so critical to internalize…You have to get your house ready before your guests arrive!
You can actually spend more money to rank lower in AdWords if your landing page is of a lesser quality than a competing advertiser’s.
Now what do I mean by lesser quality? Specifically I am referring to the quality both of on-page content – navigation, end-user experience, text, images, links, video, and attached documents – and off-page factors like CSS (cascading style sheets), robots file, title tag, meta data, inbound links, and programming code. Interestingly these are the same factors taken into consideration by Google’s algorithm when coming up with a quality score for pages it ranks organically.
As with organic ranking, Google rewards the advertiser who gives the best end-user experience, the most focused (i.e. highly relevant) web page content, and is recognized by click-throughs as popular (gets the most visits). A search engine can’t fully qualify page content directly so it has to do it through other means and one of those ways is by click-throughs.
It makes sense that if a lot of people searching this term are clicking this ad and spending time on the landing page then it must be relevant and offering good quality.
Start with an easy and fun to interact with web landing page that immediately orients the end-user to what he is looking for. Compose a well-written, keyword rich ad that persuades your target audience groups to click-through and spend time with your highly relevant and informative web content. The best advice I can give you is to ensure your web pages are both search-engine and user-friendly out of the starting gate.
No matter what type of search engine marketing, or other type of marketing and branding initiatives you engage in, you must be ready to attract, inform, motivate and persuade your targeted online visitors to do business with you. Ultimately, to rank well in AdWords you have to demonstrate (through your quality web landing page and ad) that you understand what Google is trying to accomplish and are effectively reaching and serving it’s end-users, which works to keep them number one!
Directly from Google:
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Landing Page and Site Quality Guidelines
As part of our commitment to making AdWords as effective an advertising program as possible, we’ve outlined some site-building guidelines to better serve our users, advertisers, and publishers. We’ve found that when our advertisers’ sites reflect these guidelines, two important things happen:
- The money you spend on AdWords ads will be more likely to turn into paying customers.
- Users develop a trust in the positive experience provided after clicking on AdWords ads (and this turns in to additional targeted leads for you).
Furthermore, following our site guidelines will help improve your landing page quality score. As a component of your keywords’ overall Quality Scores, a high landing page quality score can affect your AdWords account in three ways:
- Decrease your keywords’ cost-per-clicks (CPCs)
- Increase your keyword-targeted ads’ position on the Content Network
- Improve the chances that your placement-targeted ads will win a position on your targeted placements
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So, making a quality website will help you with prospects, clients, search engines organically and optimize you PPC budget.
Hmmmmmmm, ya’ think you might want to take this seriously?
