As PPC advertising becomes increasingly competitive it is imperative that you create targeted campaigns from the outset. Here we overview the critical considerations when creating targeted Adgroups, ads and landing pages.

Well themed Adgroups should contain keywords that users with the same interests, query the search engines with. These Adgroups should also be in synch with the theme of the landing page.

Landing pages should be designed in conjunction with the ads – as a basic rule: If the ad is targeted to the user, and the landing page reflects what is written in the ad, the landing page will be targeted to the user.

A good ad describes the product or service, the benefit of the product or service, and an action the user should take once they have clicked on the ad. An effective landing page will backup the same statements made in the ad:

• This is what you searched for.
• This is what we are offering.
• What you searched for and what we’re offering are the same thing.
• What we’re offering is superior and you should get it now for these reasons.
• Here’s the action you take.
• These five statements should be backed up, shown, and/or explained on a landing page in succinct and simple language.

The landing page should describe the same product, benefit, and action that’s featured in the ad. There should be no surprises and no distractions, like irrelevant links, images, or offers. All of this information should be conveyed without too much text. Visitors typically decide what’s on a page and whether they should abandon it by looking at images and scanning short sound bites of text.

If the page contains a form keep the requested data fields to an absolute minimum as your response will be in direct proportion to the amount of data you are requesting, the less data requested the greater the response.

Landing pages should be kept simple. You already know what a visitor is looking for so it’s not necessary to show them a bunch of other things.

In terms of landing page content here we overview our 4 top considerations

Copy
Repeat search engine user’s query in the landing page’s text and headings. Don’t be unoriginal - dare to make it more descriptive.

Images
Offer pictures of what you’re selling. Show visual samples which don’t fall into the trap of offering mere decoration, if the image doesn’t inform re the offer don’t include it.

Layout
Use bullet points with concise sentences using simple language.

Calls to action
Use buttons and objects that users expect to see, that let them know what they need to do next. Don’t make a visitor have to think too much, or have to make too many decisions. Keep the message single minded.