Setting up your first Google AdWords campaign can be overwhelming. You have to deal with keyword relevance, quality scores, landing page message matchs and ad ranks - basically a lot of things you’re not super comfortable with yet.
But, no matter how much you might dread it, you know that paid advertising is the way to go.
According to Wishpond, “The Google Display Network serves 180 billion impressions (views) each month, equaling about 6 billion views every day.”
Now that’s the kind of visibility you want your landing pages to get.
So, what do you do? You suck it up, and start learning how to promote your landing pages with AdWords. Now, there are two ways you can do this. You can either go read dozens of posts and articles explaining bits and pieces about AdWords and hope you glean everything you need to create a successful landing page.
...Or you can just continue reading this post because we’re going to explain everything you need to know about promoting your landing pages with AdWords right here.
We did a PPC Master Class a while back where we discussed paid advertising in detail, which you should definitely check out. To get you started, we’re just going to do a quick recap of the basics and terms, and then move onto the crux of the post, promoting your landing pages with AdWords.
The most commonly used form of paid advertising is pay-per click (PPC) which is an internet marketing model where advertisers pay a specific fee every time a user clicks on their ad. So instead of relying on organic traffic to your website, you buy traffic for your page by paying a publisher, like Google, to show your ad when your visitor does a search for your relevant keyword(s).
Google AdWords is Google’s online advertising program that helps you reach new customers and grow your business. Google AdWords is what decides where your ad appears. It helps you set a budget and measure the impact your ad has on your customers.
AdWords helps you reach your target audience when they search for different words or phrases (keywords). How much money you’re charged and where your ad is ranked depends on your quality score.
Quality score is the measurement of how relevant your ads, keywords, and landing pages are to your potential customer. The higher your quality score, the lower the cost of your ads and the better your ad position on Google.
Click-through rate, landing page relevance, ad text relevance, keyword relevance, historical performance, and how well your ads perform on different devices are what make up your quality score.
The higher your ad rank, the better your visibility on Google - and the easier it is for your potential customers to click on your ads.
Your Google AdWords landing page is the page your visitor lands on after he clicks your Google PPC ad. This page shouldn’t be just any page on your website, and it should especially not be your website homepage.
Instead, the page that your PPC ad directs your visitors to should be a dedicated page that’s created to fulfill a single goal. The goal of your landing page can vary, but it should always be one goal.
Your AdWords landing page should encourage your visitors to take an action. What this action is depends on your offer. Your page can ask your visitors to:
The people who act on your landing page convert from visitors to customers.
All your AdWords landing pages must have message match and a conversion ratio of 1:1.
Your page has message match when your ad headline is perfectly aligned with your landing page headline.
This is the Google PPC ad for Quintly. The software is about social media analytics, and this is made clear by the headline.
This is the landing page that the visitor lands on when he clicks on the PPC ad.
The landing page headline reinforces the social media anaytics idea again.
Conversion ratio is the ratio of clickable elements on your landing page to the number of your page goals. As your landing page should only have one goal, it should also have only one clickable element, which is your CTA button.
Here’s an example of perfect 1:1 conversion ratio on a landing page.
This landing page is clear, with no navigation links or distractions (which is very hard to find, because according to latest data collected by WordStream 96% of landing pages feature at least one link, leading prospects off the page).
Your AdWords landing page should also have:
You now know what an AdWords campaign is and what your AdWords landing page should look like. Now you're ready to create your first ad and connecting it to your AdWords landing page.
These are the three steps Google Support tells you about creating your campaign.
Let's create a hypothetical company and call it Chic Tees, a company that sells graphic tees and tank tops. For the remainder of the post, we’ll going to set up an AdWords campaign for Chic Tees.
Keywords are the phrases that you choose to determine when and where your ad can appear.
They match your ads with the terms that visitors are searching for. Keywords that closely relate to your ads should be selected so that your potential visitors don’t have a problem finding your ad.
The keywords need to be specific. For them to actually work, you need to put yourself in your customer's shoes and think of keywords they would search for.
You can format your keywords into different ad groups to organize your PPC campaigns. 10-20 keywords per ad group is a good place to start.
These are some of the keywords we’re going to select for Chic Tees.
We’re going to add all these keywords into the keyword box with commas in the middle, and then click save.
With AdWords, you set the highest price you're willing to pay when a potential customer clicks on your ad. This is called your maximum cost-per-click (CPC) bid. Generally, the higher your bid, the more relevant your keywords and ads are, and then your ad getting a high position in the search results becomes a real possibility.
Google AdWords is based on an auction system. Businesses with high quality ad campaigns are rewarded with lower ad costs and better placement. The ad auction process starts when a user enters a search query, after which Google determines whether the query contains keywords that advertisers are currently bidding on. (WordStream)
Here's a graphic that explains this process.
You also have the option of letting AdWords manage your bids automatically. They bring you as many possible clicks within your budget. Just set a CPC bid limit, so you don’t exceed a particular price for each click. You can start manually bidding at any time with a click of a button.
Because Chic Tees is new to advertising, we’re going to go for the automatic bid option.
The ad needs to be both relevant and engaging. To be certain that your ad performs, you should create different headlines and call to actions for your ads and see which one attracts more clicks.
This is the ad we’ll create for Chic Tees.
An ad that has relevant ad extensions ranks well on Google. We’ll add a location extension and a contact extension on our ad, along with a nice CTA button. The ad will also be closely linked to our keywords as to attract more attention from potential customers.
Your AdWords landing page should have message match and have no navigation links. The page should have an engaging headline, a big CTA button, and describe the benefits that the user will have clearly. The page should have one goal and it should urge visitors to perform one action.
The goal of the Chic Tees landing page is to promote our new discount offer of $15 retro chic graphic tees. Which is what our ad says and what are landing page headline also enforces.
You can create your AdWords landing pages on Instapage quickly and easily. Choose from over 100+ templates and personalize them with the fully customizable builder.
Hit publish, and enter your landing page URL in the text ad box on your AdWords dashboard. Your visitors will now be taken to this page after they’ve clicked on your ad.
And that’s it. You’ve just created a successful AdWords campaign for Chic Tees.
It wasn’t too intimidating, right?
If you have any questions regarding AdWords landing pages, leave them in the comments.