Optimizing your landing pages

Your landing pages are a key part of the sales process and need to convince the visitors who clicked on your ads not only to stay, but to continue browsing your website and buy what you are selling. A typical visitor stays on a website only a few seconds before deciding to bounce, and it is the job of your landing page to keep potential customers from leaving. Even if you have chosen the best keywords and ads, your online campaigns will not be a success without an effective landing page.

Getting ready

Analyze your bounce rates and time on site through Google Analytics. Figure out if specific campaigns and ad groups have higher bounce rates than others and zero in on the landing pages you are using.

How to do it…

First, make sure that you are taking visitors to the most appropriate pages on your website. Perhaps you are taking your visitors to a page that's too general or too specific, and there is a section that is a better match for your keywords.

Next, consider...