Your website can make or break the success of your Google AdWords advertising. In order to get the most out of campaigns, your landing page should be optimized for AdWords and be focused on potential customers and their goals.
Google wants customers to receive a good experience when they click on your ads. Make Google happy by optimizing your landing page and it can lead to more conversions and better quality scores. Have a poor quality website, and it will almost certainly result in failure.
Here are some tips to optimize your landing page and increase your AdWords results:
- Provide useful, unique and relevant content
- Your landing page should be relevant to your keywords and ad text.
- Be clear and convincing about your unique selling points. Why should a customer choose you over a competitor?
- Deliver original, useful content.
- Be trustworthy and transparent
- Clearly state who you are, what you do and how/where to contact you.
- If you ask for personal information, be clear about why you need it and what you are going to do with it.
- Make your page easy to navigate
- Information should be readily available to customers, without them having to search further.
- Don’t interfere with customers navigating to your site. No pop-ups!
- Show customers they have landed in the correct place and what they should do next (your Call-to-Action).
Also keep in mind the functionality of your checkout process. If people have a hard time purchasing items on your website, they will get frustrated and simply leave. The purchase process should be as simple and quick as possible.
Finally, optimize your landing page for mobile devices. Mobile is not going away. The number of people shopping on their phones is only going to increase. Nobody likes shopping on a hard to read, difficult to navigate page. Don’t give people an excuse to go somewhere else! Keep it simple, create a call-to-action, add local info and have a user-friendly checkout process. You can also learn some interesting and potentially valuable mobile facts that JumpFly picked up at Google Mobile Guru Day.
Back in June, Google announced it would be rolling out “power save” mode in Chrome in order to increase page load speed and reduce power consumption by blocking various plugins, including Flash. As part of this change, Chrome will automatically pause Flash content that is not considered central to a user’s experience, including Flash-based video and display ads. Flash will still be supported on Chrome, but these ads will only play when initiated by the user. Flash ads will show a static image until a user clicks to activate the ad, likely resulting in lower CTRs and overall performance for these ads.
While Flash initially allowed for some really powerful ad creative production, its popularity continues to decline over time. Safari never supported Flash content, Amazon banned Flash ads on their ad platform, and Firefox also made a similar move back in July, blocking all Flash on the browser due to reported security risks. Google Chrome will change the way it serves Flash ads on September 1st.
The impact on Google AdWords and other PPC advertising platforms:
Online advertisers will have to upgrade all current Flash ads to the HTML5 format in order to achieve ad animation without required user initiation.
Google is automatically upgrading “eligible” ads to HTML5, stating that, “Over half of time spent online is now spent on mobile devices. This presents a tremendous opportunity for marketers to reach their customers throughout the day, whenever they may be browsing. But there is an all-too-common barrier: many mobile devices and some browsers do not currently support Flash. That’s why we’re introducing a way to automatically convert Flash ads to HTML5, giving advertisers better access to the portion of Google Display Network inventory that is HTML5-only. Eligible Flash campaigns, both existing and new, will now be automatically converted to HTML5 when uploaded through AdWords, AdWords Editor, and many 3rd party tools.” You can use Google’s Swiffy tool to determine if your Flash ad is eligible for conversion to HTML5.
Yahoo stated that, “Yahoo has been working hard to accelerate its support of HTML5, and is ready to accept HTML5 creatives across display and video. We also acknowledge that some advertisers and publishers may not be fully HTML5-compatible by September 1st. While we encourage HTML5 adoption, we will still support campaigns built with Flash assets for the time being. We have enabled some short-term workarounds, including browser de-targeting for display ads, to ensure that our clients’ campaigns run without issue.”
If your various PPC advertising campaigns are running flash ads, this change is something that should be further explored. If flash ads are just a small portion of your current ad inventory and their results have not been historically any better than static ads, then there is nothing to worry about here. However, for advertisers that run a great deal of successful flash ads, this change can have a substantial impact on future results. If you have not already explored transitioning your animated ads to HTML5, now would be a really good time to consider that path.
It’s astounding what some simple changes in the title line of your products in your Google Merchant Center feed can do for your Google Shopping campaigns in Google AdWords. Google gives serious weight to the first five to ten words in the title line for products when their system decides which keyword search phrases will trigger your Google Shopping Ads to show in Google’s search results. By taking the most important core keywords that directly relate to what the product is that you are selling and moving those keywords towards the front end of the title, you can often make dramatic improvements in the performance of your Google Shopping campaigns. After all, the first objective is just to get your Google Shopping Ads to show up in the search results. You need the Shopping Ads to show before a potential customer can click on them.
Sorry if I might be belaboring the obvious here, but sometimes you have to go back to the absolute core fundamentals and start with the most basic steps. Without a solid foundation, you will have nothing to build on. It’s worth the time and effort to do a review of those title lines. We have seen improvements happen in real-life scenarios when optimizing title lines in this manner. By re-writing one title line on one product, we have seen that one product go from getting about one or two sales a day in Google Shopping to getting 15 to 20 sales a day on the same product. And it was all due to simply optimizing and re-writing the title of the product, and putting important keywords front-loaded at the beginning of the title.
JumpFly can work with you to discuss what improvements you can make to your product titles. JumpFly also offers Product Feed Management to their clients as another service, taking the raw feed data and optimizing it for Google Merchant Center, as well as Bing and other Comparison Shopping Engines.