High performance PPC part 3: How Landing Page Keyword Placement helps PPC

Build your pay-per-click campaign on rock, not sand.

In this series of posts, we’ll examine how different elements of the conversion optimisation process pull together to achieve the ultimate goal of getting the best R.O.I from paid traffic.

  • 1. Should I Use A Landing Page?
  • 2. The Essential C’s of Landing Page Design
  • 3. How Landing Page Keyword Placement Helps PPC
  • 4. Audience Behaviour Analysis
  • 5. Split-testing Page Variations. Where to Begin?
  • 6. Selecting High Performing Variants and Scaling-up

 

How Landing Page Keyword Placement Helps PPC

Adwords Quality Score and Why it Matters

Quality Score is a measure of relevance.

The higher your quality score, the more likely your ad is to be shown. This in turn increases the number of clicks and therefore the number of conversions. Increasing quality score also reduces cost per click.

So, overall you get more conversions and you pay less for them.

Google determines ad position assessed on your maximum cost-per-click bid and quality score.

Quality score is affected by your ad’s expected click-though rate, and this is estimated based on the relevance of your keyword to its ad group, the landing page quality, and the relevance of your ad text.

Ad Group Segmentation

How relevant is your keyword to your ad group? The more specific your ad group, the easier it is to achieve relevance.

Careful segmentation makes it easier to write ad text that is relevant for a group of keywords, so you can improve an existing campaign by taking a low performing keyword and transferring it to its own ad group.

Landing Page Quality: Message Match

“If your ad copy doesn’t match the message of your landing page, you’re disrespecting the click”
– Oli Gardner, Unbounce.

Message Match refers to how closely the text in your ad matches the landing page users are being directed to. It sounds straightforward, but here are some examples of circumstances where this might be overlooked:

  • Service specific ads that lead to a homepage.
    This puts the the burden of work onto the visitor who then has to navigate to the page which is relevant to the ad, complicating the user’s journey and having a negative effect on conversion rate.
  • The ad has one product but leads to a page with multiple products
    The person clicked on the ad because they wanted to learn more about one particular product, but they are put into a comparison situation when they reach the page. This complicates the user’s journey by adding distractions.
  • Continuation as opposed to repetition.
    A creative strategy that works very well in other channels, this is hard to execute in PPC without sacrificing quality score. An example would be where an ad contains the first half of a sentence which is then finished on the landing page. Play it safe and ensure the main title includes the keyword found in the ad, and relegate creativity to the sub-header where it can still be appreciated without affecting quality score.

Goal-Specific Landing Pages vs Keyword Optimised Landing Pages

Each ad variation should have its own landing page, broadly speaking these can be divided into two types: Goal Specific, and non-goal specific Keyword Optimised pages. What these types have in common however, is message match.

Message-Match-Diagram

 

 

 

 

 

 

 

 

 

Goal-Specific Landing Pages

These are designed to encourage the user to take a specific action, such as download a document, sign up to an event, subscribe to a service etc.

We would always recommend this option as having the highest conversion rate because:

  • It’s easy to include the ad’s keyword in the title of the page, because the page has been created specifically for it.
  • Minimal distractions: The user is restricted to two options, opt in or leave.
  • Having one objective, it’s easy to split-test subtle adjustments to text and layout to find the highest converting configuration.

Keyword Optimised Landing Pages

This is where an existing website page is optimised to ensure the keyword in the ad appears in the page’s H1 tag and meta data. It’s easiest to do this with specific product or service pages, but much harder when the page is a multi-purpose stepping stone to other parts of a website. This is why running adverts that lead to a homepage is rarely cost effective.

Summary

Ad group segmentation, landing page relevance, and text add relevance all contribute to message match which has a significant impact on quality score. Ensure these are optimised with the same keyword throughout, and your quality score should improve, getting you more conversions and a reduced cost per click.

< Back to Part 2: The Essential C’s of Landing Page Design

 

 

Category: Conversion Rate Optimisation, PPC
16 February 2016

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