A question for people who use AdWords or similar PPC

[mattk]

Do you have bespoke landing pages for each of your keywords/ads that you have PPC adverts for?

Has this made a significant impact on your conversion rates?

Thanks!

[autolycus]

The short answer - yes and yes. :)

Longer answer - relevancy is the key to success with PPC advertising. Don't just dump all your keywords into one Ad Group. Instead, pick small groups of closely related keywords and write ad copy specific to each group of keywords. Try to incorporate the keywords in the ad title and description.

The more relevant the ad copy is to what the person searched for, the more likely they are to click.

Continuing this theme, you then need to make the landing page for each ad as focused on that theme as possible. If someone is looking for blue right handed widgets , why send them to your generic home page rather than the page which actually sells blue right handed widgets?

By using the correct landing pages you reduce the number of clicks required by the user from the point when they enter their search terms to the point where they get their credit card out. That definitely has an impact on your sales conversion rates.

If you're just starting to get to grips with AdWords, you might find this article on one of our sites useful:
http://www.advice4businesses.co.uk/google_adwords_management.shtml

HTH,
Dave.

[CBR1000RR]

As Autolycus said: pick small groups of closely related keywords and write ad copy specific to each group of keywords

It really is that simple, Bespoke landing pages definately help as well

[b10g]

Hi

My Dave and I am Tech director of The Best Of (dont think I can link) :) and run a small Internet Marketing Company, this is my first post but looks like a good active forum looking forward to adding my two pence to interesting threads.

The article above is good but it is not entirely accurate.

Quote

"Google uses a combination of bid price and relevancy to determine whereabouts on the page your ad will be displayed.
Google uses a combination of bid price and relevancy to determine whereabouts on the page your ad will be displayed."

Reality

Google actually uses 3 things to estimate position Maximum CPC (how much you are willing to spend a click), CTR (the percentage of clicks your advert has had compared to impressions) and feedback score (this is calculated on data from Google Toolbar (for example if people land on your site and click back your feedback score will decrease.)

Hope this helps.