The Advanced Guide to PPC Landing Pages

Instapage Master Class: Advanced Guide to PPC Landing Pages Part 2/4

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(This is the second part of a four-part series on PPC campaigns. Ready to build a page to use for your next campaign? Try it for free).

Still on the fence about PPC?

Businesses make an average of $2 in revenue for every $1 they spend on AdWords.

Ready to hear more? Good, let’s begin.

We’ve already discussed the importance of paid search and the fact that all your PPC ads should lead your visitors to a dedicated landing page. What we’re going to do today is go behind the scenes of a PPC ad campaign.

Today, we’re going to focus on Google Ad Rank and quality score. We’ll take you through all the steps you need to follow to create a successful PPC campaign from setting goals to tracking them.

We’ll discuss Google AdWords first.

What is Google AdWords?

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). You’re charged every time a user clicks your ad, hence the name pay per click.

How much money you’re charged and where your ad is ranked depends on your quality score.

What is 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.

Quality score ranges from 1 to 10.

Pro Tip: A quality score range of 1-4 is poor, 5-7 is satisfactory, and 8-10 is outstanding. The ideal range of quality score is between 7-9, this score shows your campaign has a balance of efficiency and relevancy.

How is Quality Score Measured?

The following six metrics measure quality score.

google quality score ppc

  1. Click-through rate: This is based in part on your ad's historical clicks and impressions.
  2. Landing page relevance: How relevant, transparent, and easy-to-navigate your page is.
  3. Ad text relevance: How relevant your ad text is to what a person searches for.
  4. Keyword relevance: How relevant your keywords are for the user.
  5. Historical performance : The historical clicks and impressions your display URL has received.
  6. Device: How well your ads have been performing on different types of devices, including desktops, mobile devices, and tablets.

The higher your quality score, the lower your ad cost becomes.

Pro Tip: Keep 10-15 keywords per ad group. This results in tighter themes that then result in higher quality scores.

How is Ad Rank Measured?

The following formula measures your ad rank.

what is ad rank ppc

Ad extensions are the extra but relevant pieces of information placed within the text ads. Your location extension, for instance, is an ad extension.

location extension

You can add review extensions, sitelink extensions and call out extensions to your ad as well.

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.

The Dos and Don’ts of Quality Score

The things you need to consider to increase your ad’s quality score are:

  • The user’s device: you need to create a mobile landing page experience.
  • Your performance on related keywords: grow your coverage on relevant keyword searches.
  • Relevance to user intent: align your ads with message matching and landing pages with your user's intent.

The things that don’t affect your ad’s quality score are:

  • How you name your campaigns - do this to better suit your needs.
  • Your ad position.

Handle your PPC campaign like you do any other market research. Find out what people are looking for in your particular niche, and then adjust ads and landing pages accordingly. The important thing to remember is to update your PPC campaigns as you move forward.

Don’t set your goals and forget them. Try different approaches with your ads and most importantly test your landing pages at regular intervals.

Remember, testing is crucial. You need to constantly be asking questions. Is your landing page relevant, transparent, and easy to navigate? No? Then start testing it and do so until you get a page that meets these requirements (and watch your conversions spike).

How to Create a PPC Landing Page Campaign Sequence

This is how you need to sequence your PPC landing page campaigns.

ppc campaign sequence

What information does PPC give you?

The good thing about PPC is that it gives you a lot of useful information about your customers. What’s more is that this information is collected in real time and so it carries a lot of weight.

PPC tells you the user’s intent (which is calculated by the search phrases that the user uses). It lets you know the device they are using and their behavior at different times of the day. It also lets you know the geographical location of your users; you can use this information to improve your keyword strategy and optimize your landing pages.

How user intent improves keyword strategy

In order to explain the concept of user intent properly we’re going to create a hypothetical company that sells antivirus software called, “Protect.” If a potential customer of Protect does a Google search for the keyword, “what’s the best antivirus software” the intent of that particular user is to gather information. They are probably still searching for the best solution and aren’t ready to buy yet. Protect needs to lead that user to a landing page that has more explanatory copy on it.

Now, if the potential customer does a search for the keyword, “Is protect the right choice?” you know that the customer is inclined to buy soon and so your landing page should be minimal. It should tell him why you are the best in the business and then point them towards your bright and shiny CTA.

Find out which specific keywords are being used that resonate buying intent and target those keywords properly with your landing pages, and overall PPC campaigns.

Pro Tip: Give high priority to keywords with high intent. These keywords should also be isolated in their own ad groups.

The conversions you can bring in with your PPC ad depends on the PPC landing page that you align it with. If you fail to create an impactful and relevant landing page, you won’t be able to get anything from your ads.

Next up we’re going to discuss PPC landing page best practices, so stay tuned.

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