Monthly Archives: August 2016

Pay-Per-Click Advertising – The Landing Page

The landing page is the place where a customer ends up when clicking on a retailer’s pay-per-click ad. It is here where the customer will decide to engage further or to leave the site.

The landing page is so important that Google’s AdWords ranks each advertisers’ landing page. The ranking affects your Ad Rank and therefore your cost-per-click and position in the ad auction.

Starting your landing page

Your customers should have a great experience when arriving at you landing page. Google advise the following:

  1. Offer relevant, useful and original content.
    1. Make sure your landing-page is directly relevant to your ad text and keyword.
    2. Provide useful information on your landing page about whatever you’re advertising.
    3. Try to offer useful features or content that are unique to your site.
  2. Promote transparency and foster trustworthiness on your site.
    1. Openly share information about your business and clearly state what your business does.
    2. Explain your products or services before asking visitors to fill out forms.
    3. Make it easy for visitors to find your contact information.
    4. If you request personal information from customers, make it clear why you’re asking for it and what you’ll do with it.
    5. Distinguish sponsored links, like ads, from the rest of your website’s content.
  3. Make mobile and computer navigation easy
    1. Organize and design your page well, so people don’t have to hunt around for information.
    2. Make it quick and easy for people to order the product mentioned in your ad.
    3. Don’t annoy customers with pop-ups or other features that interfere with their navigation of your site.
    4. Help customers quickly find what they’re looking for by prioritizing the content that’s visible above-the-fold.
  4. Be fast—decrease your landing page loading time
    1. Make sure your landing-page loads quickly once someone clicks on your ad, whether on a computer or mobile device.
    2. Learn how you or your webmaster can use PageSpeed Insights to measure the performance of your landing page.
  5. Make your site (even more) mobile-friendly
    1. See how your site scores on mobile-friendliness and speed, and find out how to improve it.

Getting your landing page wrong can cost you lots of money. Visit eBizplan for help with your digital marketing strategy.


Creating ADs for Pay-Per-Click Campaigns

To design and create ads for your pay-per-click marketing campaign remain a challenge. Retailers only have a small space to fit in a meaningful message that will appear on the result page.

Many retailers are selling similar products online. You need to create an ad that is different and catches the attention of online visitors. It may be helpful to search your products on the internet to see how your competitor’s pay-per-click ad looks.

Analyse your competitors

Retailers need to know how their competitors position their products. Start analysing by listing the advantages your competitors claim. Examples of advantages that your competitors may have are:

  • Lower prices;
  • Higher quality;
  • Free delivery;
  • A large selection;
  • A workable return policy.

How do your business compare?

Analyse your own product offering

Compare the positioning of your products with that of your competitors to see where you have an advantage. You may also revisit the feedback from your customers to get an idea what they think about your products and service.

Retailers should identify what their customers want from their products. What are the benefits that your products offer to their users? Once you have identified the benefits, you can create your ad.

Creating the ADs

Retailers should create a sense that visitors will suffer, or fail to benefit, if they don’t act right away. The only objective of the ad is to get visitors to click on it.

Try to speak directly to the visitor by using words like ‘you’ and ‘your’. People usually respond better to ads when they are personalised. Tell people exactly what they should do when they read your ad by using words such as ‘get’, ‘see’, ‘find’, ‘buy’, etc. Make sure that the people know exactly what you are selling…

I will discuss the ‘landing page’ – the page where the visitor arrive when clicking on your ad – in a future blog.

Visit eBizplan if you want help with your digital marketing campaign.


Szetela, D. and Kerschbaum, J. 2010. Pay-per-click search engine marketing: An hour a day. John Wiley & Sons.

Pay-Per-Click Advertising – Getting the Keywords Right

Choosing the wrong keywords for your pay-per-click advertising marketing campaign will show little results and may cost retailers a lot of money. Keyword research is one of the most important tasks to do when retailers prepare for their pay-per-click campaigns on Google’s AdWords.

The way to be successful with pay-per-click has previously been discussed by this author: Keywords will now be discussed in more detail.

How to find the right keyword(s)

Retailers need to understand their online customers and should try to get into their minds to find out what words they will type into the search engine box to find your brands or products. Another method to use is Google’s Adwords Keyword Tool.

Retailers may consider to choose negative keywords when using AdWords. They are the words you do not want your ads appearing for. Just about any ad that retailers are preparing for would benefit from negative keywords identification.

What have keywords to do with pay-per-click advertising?

Keywords are the bait that retailers use to lure prospective customers to their websites. Customers, on the other hand, use keywords to describe what they hope to find when performing an online search. Many retailers use Google AdWords, an advertising service by Google, to display their ads on Google and its advertising network.

AdWords works on a pay-per-click basis where the retailer bids on certain keywords or phrases. The retailer starts by choosing one or more keywords, a certain advertisement, and a bid value for the keyword(s) (i.e., maximum willingness to pay for a click) while competing against other advertisers.

When a customer enters a keyword in a search box, a keyword auction begins.

How much should retailers pay for keyword(s)?

Many retailers think that if they bid the highest on a certain keyword, they will get the best results. Although these retailer’s ads will be at the top of the first result page, their budgets will quickly run dry because of the high cost –per-click.

If retailers choose to bid lower for a specific keyword, their ads may appear lower on the result pages, but they show for a longer time.

Visit eBizplan for your digital marketing queries.