First of all, what exactly is a landing page? A landing page is a web page where the online visitor will eventually end up on and sees the products and services that are on sale. Since the birth of Internet marketing, many Internet marketers are familiar with landing pages. It used to be that landing pages are kept simple with a small amount of texts and a couple of images. However, as Internet marketing evolves, landing page starts to have different requirements.
For example, modern landing pages usually contain more content. They also affect other aspects of Internet marketing such as quality scores for your pay per click (PPC) campaigns. Sophisticated advertising platforms such as Google Adwords and Yahoo Search Marketing analyzes the landing page and assign it with a quality score.
The quality is affected by several factors. For instance, Adwords recently added the loading time of the landing page as one of the factors affecting quality score. The higher your quality score, the lower the bids. In other words, when you have a high quality score PPC campaign, your ad may appear higher in ranking even though you and your competitor may have the same bids.
Obviously, this has serious implications on the success of your PPC campaigns. If you fail to optimize your landing pages for these advertising platforms, you may be accused of promoting a low quality website and be penalized. Being penalized means you may be required to place much higher minimum bids just to get your ads to show up. This will effectively kill all chances of success for your PPC campaigns. So how should one go about creating a landing page?
Firstly, remember that the primary goal for creating a landing page is to sell your products and services. So your sales copy should be as powerful as possible. The better your landing page converts, the more money your internet business makes. So you want to be sure that your website converts really well before scaling up on your advertising. As a rule of thumb, a conversion rate of 2 to 3 percent is considered decent.
Next, you need to optimize your landing pages so that the advertising platforms find them friendly. Here are some quick optimization tips.
1) Write naturally but be on topic.
PPC engines analyze your content for relevance. The more relevant your landing page is to the keywords that you are bidding on, the lower your bids will be. To make sure that you don’t get penalized unnecessarily for irrelevant content, you just have to write naturally and write on topic. There is no need to stuff the landing page with keywords.
2) Place the keywords in the page title and if possible, in the URL as well.
This will ensure that your page appears relevant to the PPC engines. PPC engines are notorious for being highly sensitive, and they pick up keywords from your page title and landing page URL.
If you want to avoid the hassle of optimizing your landing page, you can always use a landing page generator. A landing page generator is a great piece of software that will optimize all your pages for you and save you a tremendous amount of time and money.