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Importance of Website/Landing Page to Successful Google Adwords Campaigns

By Matthew Whitworth

Republish: EasyPublish™
Published: 10Aug2009
Word count: 540
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The #1 Biggest Problem with Most Google Adwords Campaigns

In my opinion, Google Adwords is possibly the greatest advertising medium developed for business owners, like yourself, in the last 20 years.

As an advertiser using Google Adwords, your goal is that, when someone types a keyword relating to your product or services as a search on Google, your ads will be displayed. The visitor gets taken to your site where they will hopefully sign up for more information or make a purchase.

Instant, measurable, affordable, controllable - there really is no other advertising medium which gives you the same results.

However, set Adwords up in the wrong way and you will spend cash for poor results and you will end up disappointed.

The following describes the #1 biggest problem we see with most Google Adwords campaigns and what you can do to fix it:

Poorly Constructed Webpage/Landing Page

This may seem as though it is unrelated to Adwords, but in fact, this is the cornerstone of every good Adwords campaign. Think about it, what is the point in paying to send traffic to a website which is not compelling and does not generate sales or leads? You might as well take a pile of cash and set light to it.

When we consult with businesses on their Adwords campaigns, we always include a critique of their landing page/website, because we can send the best targeted traffic to a poor website and the results will still be poor.

Several issues to bear in mind when looking at your website/landing page:

Does your site offer something that your target market actually needs or wants? Have you researched your market? Have you made sales already from your site? If not, you should put yourself in your customers shoes and really critique your offering. Does your site/landing page relate to the keywords/ads that sent the visitor to the page otherwise the visitor will hit the back button result, wasted click! Does it include a headline? You have a fraction of a second to capture the visitors attention the headline needs to hit visitors hot buttons, be relevant and related to the search they performed. Is the site well designed, look professional and easy to navigate? Otherwise, that back button will be used again! Does the site include useful, relevant information that helps the visitor make a decision about the product or service you are offering? Are there multiple ways for the visitor to interact with you? Do you just offer a phone number and email? Are you collecting leads if the prospects dont purchase right away? If you are not offering multiple methods for a prospect to interact with you, you have no idea whether your site is of interest and no method of performing follow-up marketing. Are conversions set up with your website to capture statistics in Adwords relating to sales and leads? If not, you are flying blind with your campaigns you receive leads/sales but you have no idea which ads/keywords generated the action.

Get your website right before you spend a ton of cash sending traffic to it otherwise you will have nothing to show for the work you have put into your finely tuned Adwords campaign.

Want more Google Adwords advice, tips and strategies? Sign up to receive our email series called "7 Biggest Problems with Most Google Adwords Campaigns"

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