What is a good landing page? The basic means of a PPC campaign most people do not know.

Google AdWords, Yahoo (formerly Overture sponsored listings) and other Pay Per Click (PPC), the companies will offer the opportunity for your ad or listing in the search box at the top of the pack, right up front and perfectly adapted to the consultation of the investigator. With a clever and attractive attention, advertisement hoarding or title that can win the viewer in that split second criticism has to decide to click.

You click, you score! No? FALSE! If you can get to click on a keyword phrase focused, specific and title of your ad, you should be fine. You're halfway there. But where does it land? In your home page? In the specific product page if you have an online store?

The page viewer that land is called a "landing page" or "landing page." It is as important as your ad headline and copy, if not more. The majority of sales, conversions, cost money or take difficult AdWords or Yahoo have been lost due to poor landing pages or nonexistent.

Why I can not send my AdWords clicks from my home page?

You can. But what if you walked into a department store five-story, not sales people - you are looking for a very specific sweatshirt with Penn State logo you've seen in a football game. You know the sports shop in the shopping center has it, but you have a credit card from the store as you would get here. You are also holding about two children who are losing their tenderness quickly because they want the Happy Meals they promised on the way home.

So you're in an endless sea of ??perfume counters. Do you want a shirt. Maybe it's in the men's section ... but where is that? Or maybe it's in Active wear ... things would be with men? Where are the escalators?!

"Forget it", think, and go to the sports store in the mall, buy your shirt and are on their way to Mickey D's in less than 10 minutes.

Their website is at the department store. Whether you are selling a product, service, or delivery of free information. You have sections and categories, which are probably very well marked and labeled.

However, your Google ads or sponsored list was specific. Announces a precise thing about 70 characters or less. People do not care about your home page. Waiting to see what they were looking for the moment it clicks. No?

So let's say that your ads have a specific landing pages on your site. What's in those pages?


Destination Overview page

For pay per click, landing pages are absolutely critical. This is the second half of the sales pitch. The mere fact of the adword PPC land or on the product page is not enough. First, you have to get someone to your site.

Remember that the number of visits on a PPC or Google Adwords is a growing expense if in turn, click on a sale and the seller only what you have is the page at the end of that click.

You have to convince someone quickly, "a quick glance, why should they buy from you and not the ad above or below you. Think of your own web searches. You have seconds to attract the viewer to read more, or lose them.

Page creation around a single objective that incorporates:

• Well written content that describes in clear detail what they are offering

• Organization to make a quick read or "analysis" of the page to transmit all the information to the viewer as possible. Use bullet points and simple language to make reading as easy as possible

• Show the potential customer benefits. Details that the viewer can relate to a personal, even emotional are what makes this site has a much better chance of gaining an advantage, conversion or sale. It must show all properties that are better than the rest. Do not be arrogant, but the reader feels to be safe, better and more confident purchase, fill out a form, or perform the action you are seeking.

• KISS-"Keep it simple, stupid" applies here as well. If you do not need a country and a telephone number on the form, keep them out. Make it easy and simple for your viewer.

Remember, when you land on a page, you ask "WHAT'S IN IT FOR ME?"


Building landing page

• The first step is to provide the viewer with what you are looking for immediately. Here, we show the characteristics of the product.

• Most important, what is the benefit to the potential customer? Why should I buy from you? What will you gain by buying from you?

• If you are selling a product that is very similar to other competitive products, need to focus your sales message on what makes your product unique. What are the unique benefits for your customers?

• Anything that can steal the focus of its risk of loss of a conversion lens. This includes other products, the details not related to the main idea, and even the navigation system used throughout your site. Do not give the viewer the option to go elsewhere, but to a form, buy button or call to action.

• Each landing page should have only one objective, obvious that gently tells the client what to do. Do not try to cross-sell or register for a newsletter and send an e-card. They adhere to a goal.

• Some people may be looking for the specific product and buy from you. But for those who are questioning and / or first time buyers, do not give them the opportunity to question his credibility.

• The phone number and email address should appear (not unpleasant) often enough that are always visible when the page scrolls. It's a proven fact, if someone has to find a way to contact you, you lose potential.


Landing Pages and the unique selling proposition

A concept developed in 1961 still has merit and is now a big check for the underlying tone of the target page. This is the "unique selling proposition" by Rosser Reeves. The concept explains how all companies should strive to show how it differs and surpasses its competition.

It consists of three concepts to be applied to your ad (or AdWords) and landing page.

1. Tell consumers the benefits of giving it. ? "Buy this product and you will get this specific benefit."

2. The benefits have to be unique to your product. Something that separates you from what the competition has to offer. If your products are also sold by competitors, to find something that distinguishes your company.

3. The proposal must be as strong and convincing evidence that the millions can be moved (to attract new customers).


To succeed, you need to research and build a campaign, then view and modify, test and retest different changes, ie, prices, etc. I want to emphasize the importance of this.

The same evidence, observing, monitoring and review applies to landing pages as they do the ads and headlines themselves. You can save considerable money. If you're not careful you can run thousands of dollars in PPC and adwords with insignificant sales or leads.