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We’re going to look at landing pages as a starting point of any paid search activity. Before you begin any paid search campaign, you need to know where exactly you’re going to direct your visitors to and how this impacts under search experience and your own business objectives.
In your website, you control this zone. This is your place. You have to have directional calls to action (CTAs) to corral people into the areas that you want them to take action. So whether it’s proceeding to the checkout, adding something to your cart, whatever it may be, downloading a form, direct them in that way.
And good landing pages will be relevant to the ad copy that the person has just clicked in the search results, which will be relevant ultimately to the keyword that they just looked for. So the journey is very succinct and then finalized with that call to action to drive them towards the business objective that you want them to take.
Just to recap. The user has a need. And they look for solutions online, they click your ad and because it’s closely aligned to what they’ve just looked for, and then they land on your landing page.
Consider these questions. Does your landing page deliver on the promise of the ad and does it resolve their needs? Work backwards to their need and is it aligned to the ad? So if the ad mentioned something, do we see it very prominently on the landing page? Don’t make it too hard for the user to see it.
In the example here, we can call out some features.
These elements can be distilled into what’s known as conversion rate optimization. This is a process whereby pages are designed to drive as much valuable motion around them and move people into the areas and through the purchase process, and through the funnel as seamlessly as possible using things like call to actions and different behavioral influencing considerations for your landing page. And this is best practice.
Conversion rate optimization is the step that you can take on your website to turn that valuable intent-driven search traffic into valuable business actions. And once you’ve decided on your landing page and optimized it to drive the types of actions you want, you can start looking to build your search campaign.
Begin with your landing page and work backwards towards the consumer. And this is the best process to build and begin your search marketing campaign.Back to Top
Cathal Melinn is a digital strategist, lecturer, and trainer. He has over 15 years’ experience in eCommerce, social media, affiliate marketing, data analytics, and all things digital. He worked at Yahoo! Search in 2005 as a Senior Search Strategist for the UK Financial Services vertical. He moved to the world of agency in 2010 as Head of Search and Online Media. Cathal’s previous clients include Apple, Vodafone, Expedia, Virgin, Universal Music Group, Amazon, Compare the Market, and HSBC.
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the key concepts of paid search and demonstrates how to set up a Google Ads account and create a paid search campaign. It explains how to manage a paid search campaign budget effectively and outlines the different methods that can be used to optimize your paid search campaign. It also covers how to measure and report on the success of a paid search campaign.