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Session: Ad Copy & Landing Page Optimization

TopRank Marketing Editor
TopRank Marketing Editor
AdWords, Online Marketing, Search Engine Strategies

This was an open discussion session where users submitted their sites to get the Google ad copy critiqued and the landing page looked over for quality and usability. Tips included:

  • Keep important information towards the top of the landing page.
  • Be detailed and don’t just assume your visitors know your services.
  • Simpler the better.
  • Put simple URLs in ads.
  • Try sentence caps vs small caps.
  • Image quality on landing page matters. Make it look good.
  • Whitespace is good.
  • Bullet points give a great way for users to scan information. Long blocks are bad.
  • Should be easy and quick to digest the copy.
  • Always be sure you know, and your visitors now, the target of the ad. What’s the call to action?
  • Testimonials are good to put on landing pages.
  • Consider your ad output. How it looks on 2 lines vs 4 line ads.
  • Keep forms short. Get the lead info then call for more details.
  • Label required fields.
  • No pop-ups or pop-unders on landing pages.
  • Scrolling is ok, but make sure users know that there is more information below the fold.

Comments

  1. jimithegeek says

    December 9, 2006 at 12:24 am

    You hit this on right on the money. In fact I think that in the shift to social media optimization the importance of landing pages will not only be essential for conversions but also very critical for overall search engine rankings.

Trackbacks

  1. TopRank SES Chicago Wrap Up » Online Marketing Blog says:
    December 9, 2006 at 12:38 pm

    […] Sessions: Duplicate Content and Multiple Site Issues (Lee) Optimizing for Video Search Engines (Lee) Vendor Spotlight (Thomas) Drive Traffic with Google (Thomas) Google Webmaster Central (Lee) Podcast & Audio Search (Thomas) Bulk Submit 2.0 (Thomas) Fun With Dynamic Sites (Thomas) Advertising on Social Media (Lee) Combined Analytics Sessions (Thomas) Link Baiting & Viral Search Success (Thomas) Big Ideas for Small Sites & Small Budgets (Thomas) Ad Copy & Landing Page Optimization (Thomas) 75 Minute Search Abs (Thomas) […]

  2. SES Chicago 2006 Sessions Recap Blog Links.--BizMord Search and Marketing Blog says:
    December 11, 2006 at 8:37 am

    […] Ad Copy & Landing Page Optimization […]

  3. Aviva Internet Marketing » Blog Archive » Ultimate List of Landing Page Articles says:
    July 19, 2007 at 10:49 am

    […] Toprankblog Session: Ad Copy & Landing Page Optimization […]

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