Why do I need a specific landing page design?
The SEO /PPC team have just undertaken their Google Adwords exams, myself included. Now that we’ve all passed and there are smug smiles all-around, I thought I’d share some insight following my re-cap of studies for the Google Adwords Fundamental Exam.
Whilst studying, I came across this page.
https://support.google.com/partners/answer/2404197?hl=en-GB&ref_topic=6322135
Whilst I skimmed over the details, ensuring I hadn’t missed anything in my notes, it struck me how landing page design can be overlooked in favour of a focus on the budget, keyword lists and ad copy.
Often, when I first talk to dental practices about the possibilities of growing their online presence and business using online advertising, the conversation does head towards cost and return on investment very quickly; as well it should.
However, going through these aspects of the PPC strategy is a lot easier than explaining the need to have specific landing pages designed to increase Quality Score and Ad Rank. But reading through the exam guidelines, it’s explicit that Google will reward excellent landing page experience with a more effective ad campaign.
“Your landing page is the URL that people arrive at after they’ve clicked your ad, and the experience that you offer affects your Ad Rank and therefore your CPC and position in the ad auction.
Your ads may show less often (or not at all) if they point to websites that offer a poor user experience.”
Google, Search Advertising Exam Guide.
The message to get across is;
Landing Page Experience + Ad Rank = Quality Score.
and
↑Qualtiy Score = ↓Cost-Per-Click
Within the study guide, Google goes even further, explaining what it is looking for when allocating “landing page experience”.
These include:
- offer relevant, useful, and original content
- be specific when the user wants a particular thing
- promote transparency and openness
- make mobile and computer navigation easy
- be quick – decrease loading times
- mobile friendly
For a dental practice website, that features many different treatments and services, a specific landing page design for PPC sees the greatest return on investment, due to all of the above.
Through our PPC accounts, we’ve seen cost-per-click reduce by 50% when a specific landing page is designed for one particular treatment or service that is being advertised. Google prefers pages that are specific, don;t have too many external links and give the user a great experience. We’re also able to include promotions or offers that might not be appropriate for the main website; giving this
Google prefers pages that are specific, with few and relevant external links, and give the user a great experience.
Another added benefit of a specific landing page design is the ability to include promotions and offers within the design that might not be appropriate for the main website; giving the landing page the necessary edge to stand out amongst the crowd.
Contact the Dental Design team on 01202 677 277 to talk about your PPC landing page experience and strategy.
More posts from our team
Five Star
Reviewed Marketing
"Would definitely recommend to a friend"
"I cannot recommend Dental Design highly enough"
"Really great company to deal with"
"Very professional, efficient & adaptive to new situations"
"I cannot recommend them highly enough"
"Has been invaluable and gone out of her way to help us"
"We love the look of our practice website. Very professional!"
"Dental Design stood out both in their knowledge of the industry and their professionalism"
"The team and package offered at dental design was unrivalled"
"absolutely fantastic and are always on hand to help"
"Dental Design are fantastic to work with"
"always met with a swift and professional response"
