In many respects, your landing page is probably the single most important factor in optimizing your AdWords ad campaigns. Your landing page is the first page your customers see after clicking on your ads and it’s their response to the page that really determines the success or failure of your ad campaign. What’s more, Google now evaluates your landing page in determining the quality score for your ads. Having a good quality score will improve your ad ranking and your CPC, making your ad campaign more cost-effective.Do you want to learn more? Visit www.roofingmarketingpros.com/three-qualities-of-the-perfect-roofing-landing-page/
single-minded : having one driving purpose or resolve : DETERMINED, DEDICATED
Merriam-Webster Online Dictionary
This tip is a truism but, nevertheless, is worth stating. In order to be an effective landing page, it needs to be just that, a landing page. In other words, create purpose-built landing pages whose sole purpose is to convert click-through customers into conversions. Don’t just send your customers to your home page and hope they will click on the correct links and don’t just send them to a basic product-listing page from your online store. Your landing page is one of your most important pieces of marketing material, so treat it as such.
At minimum, every ad group should have its own landing page and creating a landing page for each ad may be even better. By creating ad-specific landing pages you can tailor the content more specifically to the text of the ad that was clicked on.
For example, supposing you sell accessories for Jeep Wranglers and Jeep Cherokees and you have created ads for each make. If you send your potential customers to a landing page that contains information for BOTH product ranges, the information that the customer is specifically interested in may be harder to find and may well be confusing. The customer needs to know immediately on seeing the landing page that it is relevant (for example, a picture of a Jeep Wrangler with related text for Wrangler customers) and is sufficiently attractive to maintain their attention.
Remember, you have just a fraction of a second to attract their attention, so anything on your landing page that is not relevant is going to increase the chances that your visitors will move on elsewhere.
Reflect Ad Copy in Your Landing Page Headline(s)
This really is just another way to ensure your landing pages are ad-specific. One of the first things your visitors will look at on your landing page is the headline. The more closely related this headline is to the text of the ad they clicked on (particularly the ad’s headline), the more chance it has to keep their attention on the rest of the content.
For example, if your ad is for “Radio-Controlled Widgets for Left-Handers,” make sure your landing page headline refers not just to “radio-controlled widgets” (and certainly not just to “Widgets”) but specifically refer to radio-controlled widgets for left-handers. The more specific your ad is, the more likely a highly specific landing page is to keep your customers’ attention.