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distribution by adding them to your campaign s Excluded Sites list. You can also block sites by category. If you find that a site doesn t convert well for you, you can block that site and similar sites with the Category Exclusion tool.
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Let s now look at what happens after the click. Suppose Laura, a potential customer, has clicked on your ad at Google. Instead of sending her to your general website, you should send her to a page that shows her the product she wants. The landing page must be highly relevant to Laura s search. If the landing page is not relevant, she will return to Google and go to the next website. This will lower your QS. The landing page must reassure Laura that you will deliver what she orders. She should feel comfortable with her decision to buy from you. Here are some points to keep in mind:
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The purpose of the landing page is to get visitors to convert. They should fill out a form, buy a product, download a PDF, and so on. The ad group, keywords, ad, landing page, and thank-you page should form a seamless customer-centric whole. If you re selling koromo koi, then create an ad group just for koromo koi and put koromo in your keyword list. Write an ad with koromo in the headline, in the first line of body text, and in the display URL, and then point the ad to a unique landing page, such as Koi-Planet.com/koromo-koi.html, where visitors can see a photo of a koromo, read about koromo, and can fill out their name and credit card information on the same page. The landing page should be short and simple. The more steps involved, the more buyers you will lose. The best landing pages are those of the everything-on-one-page variety.
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Landing pages move the emphasis away from websites. From 1995 to 2004, the focus of e-commerce was on websites as a set of pages with product, company, help, and contact information, among other things. This classical approach presented the company s perception of itself to the customer. That theory doesn t work anymore because search engines allow people to shop anonymously, gathering information and evaluating suppliers. People don t search for websites. They search for information and products. People in the buying cycle are either gathering information (so they ignore ads) or are ready to buy (so they have decided on the product and are evaluating suppliers). Laura does research to learn about her interests. When she is ready to buy, she looks for Mr. Right, the supplier who
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delivers what she wants. She types her search and looks at the top results in both the left and right sides of the screen. She eventually comes to a landing page that is highly relevant to her search. Google s use of landing page relevancy as part of the QS reduces the traditional emphasis on the general website.
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Many PPC campaigns ignore landing pages. They point the traffic to the website s front page. With good landing pages, you can get very high conversions. Use multivariate tools to find the best landing page design. Just so you know what s possible, we ve built landing pages with 50% 70% conversion rates.
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Here are tips for a successful landing page:
A heading that includes the visitor s search terms. A color photo of the product. Use professional photographs, and add a caption. A selection of models, colors, and features. Offer comparisons and explain the advantages and disadvantages. State the price on the page. If you write Click here to learn about our prices, visitors generally go back to the search engine. You can also offer discounts, free shipping, no sales tax, a money-back guarantee, and similar. A professional layout. A professional layout works better than amateur design.
Here are some other tips for creating a landing page:
Keep it to one or two pages. If visitors find a long series of forms, they often quit and go back to the search engine. Remove links that lead your visitors away from your message and conversion goal. Include reviews from trusted information sources, such as reputable newspapers or magazines. To create a sense of confidence, add a list of trusted name brands and vendors. Use logos, including credit card logos. Include your business location (if it is applicable), complete with street address, city, state, and telephone number.
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