Today we’re going to learn the key to turning people who click into people who buy.
Normally, the next step in creating a search ad campaign is to do research on keywords. Keywords (in case you don’t already know) are the words or phrases used in a search.
Due to the fact that you’re just going to use your company or brand name, we don’t need to do any keyword research. So the first thing we should do is consider the overall journey that someone takes who searches for your keyword, sees your ad, clicks through to your page, and takes whatever next step you specify (whether you want them to call, submit a request, purchase, sign up for your email list, etc).
The final two steps of this journey are outside of the Adwords platform – after someone clicks on your ad they are taken to your page (the landing page), and hopefully they follow the call to action you give them on that page. You are going to set up these last two steps now, before you go into Adwords.
I have already written an article on Landing Pages. If you haven’t done so go read it now.
Once you understand the purpose of a landing page and why you should use one for your campaign then the rest will make better sense.
First you have to decide whether to use your home page or a specific landing page. If you are just going to target your company name, then having a landing page isn’t an absolute necessity, and yet still worth considering. If you are going to target any branded names in addition to your company name, then you will definitely need to use landing pages.
For example, if you are the company Baskin Robbins, you could have one landing page (or your home page) for the keyword “Baskin Robbins”, and you could have another landing page specifically dedicated to the keyword “Baseball Nut” (you can ship me a pint anytime!).
Once you decide whether your home page is sufficient or whether you need a landing page (or three), then you need to think about what the next step in your customer journey should be.
They searched for “baseball nut icecream” in Google, your ad appeared, they clicked on your ad and came to your landing page dedicated to baseball nut. Then what? In this example, their call to action should be to buy baseball nut!
However, if you are a law firm, your call to action might be instead for them to call to schedule a free consultation. Or if you are a dentist, you might have them call to schedule a free exam. You get the idea.
When you have decided on what your call to action for a new customer should be, you can begin to build your landing page(s). Use the article I wrote to build it.
If you need help or just want a second set of eyes to provide feedback before you launch, please just reply. There is a lot more I can help you with when it comes to landing pages, and we can get a lot done in that time.
Go and create your first landing page. If you already have pages on your site that fit what defines a landing page (per my article), then instead of creating new ones, simply decide which ones you will use.
Have you built your landing page yet (or told your marketing manager to do it)? If not, clicking that yellow button is a big fat waste of your time. You don’t want this to be college all over again, right? Take action on what you’ve learned.