Guide - Lesson 5
Ads and Landing Pages"
the last lesson, we talked about split testing your ads as
a means of continuously improving the CTR for your keywords.
You can apply the same principle (of steady improvement) to
your whole AdWords campaign, and today, we're going to learn
how to do just that.
are three specific parts of your campaign that you can keep
keywords – creating focused keyword lists
(discussed in Lesson 3).
ads (split testing – discussed in Lesson
conversion rate – how your keywords convert
into sales and the effectiveness of your landing page (discussed
today, Lesson 5).
lesson we'll discuss two major topics – how to measure the
conversion rate of your landing page, and what to do to improve
it quickly and easily.
is a landing page, and why is it so important?
page is a web page that your prospects (the traffic that you
are driving to your website) will land upon after clicking
through your ads. It is the ‘destination URL' field in your
upon the type of product / service you are promoting, the
landing page could ask the user to do any one of the following:
to a newsletter
– basically, any visitor action that you would want taken
place on your website.
feel, content, quality and focus of your landing page is critical
in making sales – if the landing page is not able to ‘hold
the visitor's attention' and convince him to buy your product,
not only have you not made a sale (when you had the chance
to do so) but you have also lost some money.
clicks will produce conversions. That means that in order
for your marketing campaign to turn a profit, you have to
make more sales than you spend on ads (i.e. bringing in traffic).
And since selling products is not always easy, you should
always be improving your landing page (and thus trying to
improve your conversion rate) in order to make more money
out of AdWords.
Rate: The rate at which people purchase your
products. For example, if you got 100 visitors
to your website and 2 people purchased your product
then your conversion rate would be 2%.
can I make sure that visitors to my site buy from me
simply – find out what works best, and then meticulously apply
that on your website.
are two approaches to doing this:
can learn from your industry (by observing your competition)
and from marketing experts who have a proven track record
of success in improving conversion rates
can test different configurations on your own landing pages
and then track the results.
you would be doing both – applying what you've learned from
the experts, and tracking actual conversions to evaluate how
you can improve on them.
tracking is in fact one of the most underused and important
tool in AdWords. It lets you track the performance for each
ad group (that is, each landing page) and also allows you
to see how traffic from different keywords react to the same
of conversions can be traced to one simple principle – no
matter what your ad position or CTR, without conversions you
are simply spending money on ads that do not make any sales.
tracking to help you improve the selling power of your website
– here's a look at how to use Google's ad tracking code on
for Google's Ad Tracking Code
Conversion Tracking to work, you just need two things – accepted
and running ads, and the tracking code inserted in your landing
page. Let's see how this is done.
to your Google AdWords account – under the ‘Campaign Management'
tab (the default screen that you land on after logging in),
there is a link for ‘Conversion Tracking'.
on the link and you will be taken to the Conversion Tracking
important things to note here:
conversion tracking is free
can track both Google AdWords campaigns and non-AdWords
campaigns such as Overture (conversion tracking for non-AdWords
campaigns is known as cross-channel tracking – for more
information on this visit https://adwords.google.com/select/crosschannel.html
can use the Flash presentation and the PDF guide to understand
more about how Conversion Tracking works and get specific
code instructions on setting up tracking on your website.
click on the button at the bottom of the screen titled “Start
Tracking Conversions” (Shown in screenshot above). This will
take you to the following page:
several options here, depending on what the ‘key action' is
for your site. If you are directing traffic to a product site
that offers both a newsletter and products for sale, then
you would set up conversion tracking for each of those pages
– one for the newsletter page and another for the product.
several suggestions as to where to place the conversion code.
example, we will select purchase/sale, as that's the most
common option, and really the only option I ever use. Pick
whatever suits your business best and click on ‘Continue'.
asks you to place a small box saying “Google Site Stats –
send feedback ” on the landing page where you insert the conversion
tracking code. This page asks you to set the background color
for this box – match it with the background color of the page
where you are putting your conversion code.
are set to go, click on ‘Continue'.
that you read these points.
the page says that you should make backups of the pages you
are changing and that if you are not skilled in doing this,
you should get your webmaster to help you out. Google does
not take any responsibility if you delete something by mistake
and your website stops working (and come to think of it, I'm
not responsible for that either, so make sure you know what
you are doing or get someone who knows. It's really no that
difficult, but just to be safe, make sure you get someone
that knows how to insert tracking code into your web page.)
down to the bottom of the screen – Don't worry, we're almost
the language your site is in – usually this will be the default
language of your account.
security level – leave it set to http in most cases unless
you are using SSL security on your site. If you don't know
what that means, just look at your website's URL – if it starts
with ‘http', use that, if it starts with ‘https', use that
why this is so important – AdWords allows you to set a value
to what each ‘conversion' means to you and then uses that
to calculate what it is costing you to make a sale.
hard work is taken out of it for you – all you need to do
now is to keep an eye on the cost/conversion figure (I'll
tell you where to check it from) and you will know within
a split second if you are profiting from your AdWords campaigns
a sale gives you a net profit of $47 (subtracting credit card
processing fees), then put in 47. Whatever the amount, enter
it in the textbox and press refresh (you must press refresh
for the code to reload and be configured properly.
page has refreshed, click once on the text box containing
the code – that will select all the text – right-click, select
copy and then paste that into a text file. Save that file
in a place you can easily access, and then click on ‘Continue'
(I'll cover code-installation instructions in just a minute).
On to the next screen:
see that the page talks about two new columns on the campaign
summary, Conversion Rate and Cost/Conversion. You can spot
them here in the “Campaign Summary” page – the same page AdWords
loads when you login to your Google AdWords account.
I've included a screenshot of my Adwords account. You
can see how I'm using this tracking feature. It's very important,
as it shows me exactly which keywords are converting to sales,
and which ones aren't.
you can just remove the keywords that aren't making you money,
and keep the ones that are... You'll notice there are two
campaigns and the cost per conversion is $24 for 1 and $62
for the other. The products I'm selling here are selling for
much more than what it costs to generate a sale, and that's
of my Adwords account...
that remains is that you test this system to make sure that
it works. How do you do that?
Click on one of your own ads that directs you to the landing
Wait for someone to make a purchase
Typically, the data inside your AdWords account
takes a few hours to update (it's almost real-time,
but not quite).
you choose to test the system, you have to insert the tracking
code into your conversion page, right?
do you do that?
if it is a basic html page (it is a page like page_name.html
), here's all you need to do:
a backup copy
your "Thank You Page" in a text editor or in your
webpage editor of choice
The page you'll be adding this tracking code to,
is the page visitors are taken to AFTER they purchase
your product. I call this a "Thank You Page".
down to the end of the document
the </body> tag – it is at the end of the of document,
of the content on your web page..."
above the </body> line, copy paste the AdWords conversion
tracking code. So now it will look something like this:
of the content on your web page..."
AdWords Conversion Tracking Code
file, and upload it to your website.
your tracking code has been added to you "Thank You Page"
and uploaded... all you need to do is:
the link in your ad
directly to your "Thank You Page" URL
set up you tracking code correctly, Google will register a
sale within your account. Adwords stats are not "real-time",
so you may have to wait a couple hours before your stats will
appear. This is completely normal.
and that's all there is to it!
Tips for Writing Landing Pages That Sell
5 easy-to-implement strategies for creating landing pages
that really sell.
Acknowledge the “bail factor”
Most visitors to a landing page “leave” within a few seconds
of arriving. They don't read your sales pitch, they don't
scroll down – they're just not interested. They take this
action based on an instant impression they have formed of
the landing page.
it attractive and easy to read?
the overall design convey professionalism and trustworthiness?
the landing page directly related to what the visitor was
searching for when he clicked on your ad?
step is to acknowledge that this is the mindset you're dealing
with. Whatever your copy or headlines, whatever your design
and layout, they must convince a visitor within just a few
seconds (some say 8, some say 5, others say 15 – not much
time any way you look at it). In other words, this stuff really
and writing an effective landing page doesn't require a big
budget. It does require, however, more time, thought and work
than you initially thought it did.
2. Make your headline match the copy in your ad
Your “landing page headline” is the first thing a click-through
visitor sees, other than a graphic. Slight changes in wording
can significantly impact your conversion rate. This is similar
to the importance of a headline on an AdWords ad or a sales
page – the headline makes a crucial difference.
there's something even more important at work here – by matching
your headline with the words in your ad, you are providing
a subtle, visual reassurance that this is the site they wanted
talking millisecond decision-making here. Make it easy and
comfortable for your visitor to take the next step... to keep
reading and visually exploring the landing page. And that
starts with maintaining a connection between the ad they clicked
and the headline of the landing page they ended up at.
3. Keep your "hero shot" on the left side
“Hero shot" refers to the photo or graphic of the product
Eye-tracking studies cited in MarketingSherpa's
“Landing Page Handbook” show that a visitor's eye is drawn
first to an image. Only then does the visitor move on to read
If the hero shot is on the right side if the page, it's more
difficult for a reader to switch their eyes back to the left
and start reading. So a visitor might never get around to
reading your copy. Pretty simple, you'd think? But it's the
small things that count.
Your call to action must be a link
words, when you are asking the reader to make a decision and
click the order button, don't put the words “click here” in
the anchor text. Many visitors read the hyperlinks first.
In fact, readers tend to treat the links more as an informational
tool than as a “thing for clicking”. Strange, but once again
this is proven to work.
copy that calls for powerful and prompt action. Your “linked”
copy is second in importance to your headline. Don't be afraid
to hotlink a whole sentence. For example:
your FREE copy of this 24-page guide on 10 Mistakes to Avoid
When Buying a Home Theater System (don't bother clicking
that one, no magic guides there) .
People love specifics. Plus they want something tangible to
attach their actions to, and this method gives it to them.
Ask the prospect what they want
of just asking the reader to make a purchase, be specific
and ask them upfront what sort of information they are looking
for (use checkboxes). For example, if you are promoting health
products, give them options that let them specify their motivations
for inquiring about this type of product.
people have different motivations. Person A could be looking
for a diet plan to help them lose weight – Person B could
be looking for a diet plan to help them build muscle – and
so on. By asking the prospect what they want, you can deliver
a tailored sales pitch according to the motivation the prospect
time, because the visitor made the decision himself about
what sort of product he wanted to see, it becomes a lot easier
to keep their attention (after all, they are the ones who
‘requested' this information – they are bound to be interested
in reading through and finding out how it can help them).
them a feeling that they are still gathering information (as
opposed to telling you what they are interested in buying),
you can not only drastically cut down on “bail-outs” but also
seriously ramp up your conversions.
all for today. Hopefully you'll take time to read through
this material and apply it comprehensively to your landing
pages – it could mean the difference between making a tidy
profit and suffering financial loss.
next lesson, I'll talk to you about specific keyword strategies
that you can use to maximize the focus of your ad campaigns
– including the “Peel and Stick Method”.
for Lesson 6.