Making the Most of Google Adwords
A no nonsense, no waffle guide

What does 'Landing Page' mean?

Find out what Landing Page means. Landing Page is explained by Tim Hill - author of Making the Most of Google Adwords

Landing Page

The page on your website where visitors arrive after they have clicked on one of your advertisements. You should be spending time ensuring that this is engaging, that the call to action is clear and that (by looking at the data in Google Analytics) it is generating positive user behaviour.

Search result for 'Landing Page' in Making the Most of Google Adwords

15.
"... if you are sure they are, they just aren't – remember the bit about Trophy Terms?). The Landing Page (where they arrive on your website after clicking your advertisement) is not converting the visitors. Your advertisements are not worded correctly and they: Don't inspire ..."

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3.
"... actually your target customer (even if you are sure they are, they just aren't). the Landing Page (where they arrive on your website after clicking your advertisement) is not converting the visitors. your advertisements are not worded correctly and they don't inspire internet users ..."
28.
"... keyword is wrong and should be removed? The advertisement makes users think your site is about something it isn't? The Landing Page needs improvement for that keyword? We can look for clues and that is what the rest of this chapter is for. However, do not rush in, you will need a fair ..."
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"... data there but does it tell us anything is wrong? Here are some of the clues: Pages per visit – this should be greater than one as your Landing Page should draw the visitor into wanting to see or read more. Average visit duration – ideally we would be looking for this to be over ..."
53.
"... see or read more. Average visit duration – ideally we would be looking for this to be over 30 seconds. If it isn't then the Landing Page is not engaging. This does not mean the Landing Page is bad, it could mean that it is just a bad word for the keyword in question. Bounce rate – ..."
58.
"... wood – in other words see the detail but understand the overall picture. For example: For Keyword A your Landing Page has low Pages per visit, low Average visit duration and a high bounce rate. For Keyword B your landing page has high Pages per visit, high Average visit duration ..."
59.
"... landing page has low Pages per visit, low Average visit duration and a high bounce rate. For Keyword B your Landing Page has high Pages per visit, high Average visit duration and a low bounce rate. In this situation you should be looking to keep your landing page for Keyword B but ..."
61.
"... has high Pages per visit, high Average visit duration and a low bounce rate. In this situation you should be looking to keep your Landing Page for Keyword B but create a different Landing Page for Keyword A. - What does Adwords make of the data? - You may have seen some red flags in ..."
74.
"... be getting clicks from the display network A quality score (out of ten) – which is a mix of the financial bid you are offering, the click through rate (CTR), the Ad relevance and the Landing Page quality that we will come to in a moment. Expected click through rate – is your ..."
77.
"... keyword? Landing Page experience – do users carry out positive actions when they arrive at your site, at least more positive than the things they do on your competitor's sites? These, as discussed above, include the bounce rate, number of pages visited and time spent on your site. We ..."
117.
"... at discount prices www.thewidgetsite.com/blue-widgets We sell a wide range of blue widgets at rock bottom prices! - Below average Landing Page experience - Here is a clear signal that users search the keyword, click on your advertisement but don't engage with your website. You ..."
123.
"... make the “average”). Be careful here not to throw the baby out with the bathwater. If your Landing Page is working for other keywords then it is time to make a different Landing Page for this particular keyword rather than editing the existing Landing Page. Alternatively if the ..."
125.
"... for this particular keyword rather than editing the existing landing page. Alternatively if the Landing Page issue runs across all your keywords then you will need to consider a redesign either visually or in content. Again, as with the advice for creating multiple advertisements, you can ..."
"...Landing Pageth the advice for creating multiple advertisements, you can create multiple Landing Pages and experiment on which ones work best for which keywords. As a word of caution though make sure the content of each page is unique to avoid your site being penalised by Google for containing too much ..."
129.
"... by Google for containing too much duplicate content. Once your Landing Pages are in place you can monitor the bounce rate and average time on site in Google Analytics to see which ones are heading in the right direction. Remember for each one you will need at least 50 visitors ..."

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6.
"... made up of a mixture of factors. One is your bid amount but the other three are: Ad relevance Expected click through rate Landing Page experience - Ad relevance - We looked earlier at how Google will not show an advertisement, no matter how high the bid, if it doesn't ..."
33.
"... rise which means your advertisement will be ranking higher than those of your competitor's while you pay less per click than them! - Landing Page experience - As we have already discussed you can use Analytics to discover which landing pages work for which keywords, when to build more ..."
35.
"... page experience - As we have already discussed you can use Analytics to discover which Landing Pages work for which keywords, when to build more Landing Pages and how to experiment so that your website starts converting those visitors who come through Adwords. As you do this Google ..."
45.
"... they haven't figured out how to do the things which you now know. The process can be summarised as this: choosing keywords and creating advertisements and Landing Pages using the data Google gives you to understand how users are reacting to your campaign trying out ..."
47.
"... pages using the data Google gives you to understand how users are reacting to your campaign trying out different advertisements and Landing Pages or tweaking the ones you have re-analysing the data again to monitor improvements … and then starting over again in a ..."
49.
"... the ones you have re-analysing the data again to monitor improvements … and then starting over again in a cyclical way where your adverts improve and improve and your Landing Page gets better and better. The end result is not only bidding less and ranking higher, it should show ..."

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19.
"... your paid search ranking by improving your quality score. It will help your organic ranking because user behaviour is better. - SEO and the Landing Page - If you have some background knowledge of search engine optimisation techniques you will know how to do the on-page work that will ..."
21.
"... better. - SEO and the landing page - If you have some background knowledge of search engine optimisation techniques you will know how to do the on-page work that will improve your Landing Pages performance. These include activities such as: Including the keyword in the title and ..."
28.
"... is in poorly written English (or whatever language your website is in) your on-page SEO isn't going to help you. As such you should make sure that Landing Pages always: Are clear. Are easy to navigate. Contain obvious and attractive calls to action. Always remember ..."

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Landing Page
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