Landing Pages

Now that you have your keywords into highly targeted Adgroups with keyword focussed ads, you now need to look at the pages that you are sending your clicks to - the landing pages.

Do you point all your Adwords traffic to your Home Page? If you do, I have some great news. What you about to read here is going to massively improve your Adwords campaigns and save you a fortune.

If you are already using landing pages for your Adwords campaigns, then I am still very sure that this page is going to have a major impact on your profitability. Read on!

Keyword Focussed Landing Pages

The first idea we need to grasp is that you don't have to send your Adwords clicks to one page. There is no reason why you could not have a different landing page for every one of your Adgroups.

If you have followed my advice in part one of Beating Adwords you will have highly keyword focussed ads to go with your highly related keyword groups. Now what you need is to construct a landing page for each Adgroup and optimise that page for the keywords in the Adgroup.

You probably think that sounds like a lot of work. All those landing pages that need writing. However it isn't always the case. Generally you can use the same landing page and just tweak it for each Adgroup. All that might be required is to replace the keywords from one Adgroup with the keywords another Adgroup to give you a new landing page.

For example: I might have an Adgroup with keywords closely related to the words website traffic and a landing page already written using the word website traffic as the optimising keyword. So if I had another Adgroup centered around the words web site traffic (ie: with a space between the words web and traffic) then I could very easily create a new landing page for that Adgroup by simply replacing website traffic with web site traffic on the new page.

So how do I optimise a Landing Page for a keyword

For a more detailed explanation, I urge you to read my page called How do you use keywords to optimise your web site

However here is a brief guide.

First make sure your main keyword from your Adgroup is in the title and the description meta tags

Second, try to get your keywords into at least one heading on your page.

Third, use your keywords a couple of times in the main content on your webpage. If you can put the word in bold font but only if it makes sense.

Don't forget that your Adgroup will have a few closely related variations of the keyword so you should try to work them all into your landing page.

However, avoid keyword stuffing. It doesn't work and actually you could just persuade Google to penalise you rather than reward you with cheaper clicks

Read Part 3 - Scoring High on Quality