Landing Pages - best way forward
Submitted by happyavocado on Sat, 09/01/2007 - 15:06.
Hi All
I have read the pages in HPAM on landing pages lots of times, but can’t seem to get my head around them and would like to know what the best way forward is after new Google slaps and the likes. In April 2006 Jeremy says that he typically doesn’t incorporate his site navigation on landing pages. After reading more recent threads (and linked articles) it seems that others are now getting penalized by Google and seeing an increase in their keyword costs by doing this.
I’m now confused! These might seem like basic or obvious questions, but I am fairly new to this, and have a blind spot concerning landing pages. I would really appreciate anyone who can help turn on the lightbulb:
1). I’m presuming that by not including site navigation, this encourages users to convert and not get lost on other pages on your site that contain articles, info and the likes?
2). Is the above method still recommended, or is it now better practice to generate landing pages that still show the whole site navigation bar? Or a reduced navigation? I am presuming this will lead to lower convertions as people will be able to "explore" and get lost on other parts of your site?
3). Also in 2006, so this might not stand, Jeremy said that “A highly optimized landing page should only have links to other pages that support your sales, lead, or click-through goals.” Does this still stand?
4). I am gathering that it is now best practise to include a footer with the standard policy, contact us, about us etc. Is it recommended to put a "home page" link in the footer if using no site navigation?
5).From a users point of view, if they click on another link (and away from the landing page and onto, for example, “Contact us” in the footer), how can they get back to that same landing page if it is not incorporated in the navigation scheme anywhere? (Presuming they don't just use the "back button".)
6). If no navigation to the rest of the site is used, what’s the point of making a site with a home page, articles and content, if users are only going to see the landing page?!
Lots of questions, but hopefully the answers will help others who are stumbling on this too :)
A big thanks in advance to anyone who answers. I'm loving this forum and appreciate all the work that those who are more knowledgeable put into it.
Rachael
Landing Pages - best way forward
Hi Rachael,
My experience is to make landing pages part of an overall website. I think the key is that the LP that you direct your PPC ad to be extremely relevant to the keywords in your Adgroup. Basically, you should be continuing the conversation the searcher is having in their mind. This begins with your keywords, and continues through to your ad, your LP, and your offer.
I don't think LPs with a sparse linking structure are exactly what Google likes. At the minimum you should have links to a privacy policy, contact page, site map, TOS, and home page. Links to other pages probably wouldn't hurt either. Trapping visitors on a LP with no way out other than via an aff link or the back button may be tricky marketing, but doesn't do much for the overall visitor experience.
Rich
Landing Pages - best way forward
Hi Rich
Thanks for the reply - you've cleared up a lot for me. It will be great to anyone else's opinions/experiences on the best way forward regarding LP's.
Rachael
Landing Pages - best way forward
This is correct. Navigation elements that lead to unrelated content on your site can distract your visitors.
I still recommend using landing pages, but I do recommend placing links to other key content areas of your site in your footer navigation. You should have links to your privacy policy, disclosure policy, about us, and contact us page at a minimum. It may also make sense to link to any other supporting content on your site.
See this live example - http://www.movierentaloffers.com/
Yes it does. However, you also need to understand that meeting Google's quality score guidelines is now one of your goals ;)
This is a good idea.
I would recommend making a link back to your landing page in your main navigation. Make the link stand out from the others by making it a different color or by using bold text.
Landing pages serve a specific purpose in pay per click advertising. They're meant to lead customers down a straight and narrow conversion path with no distractions.
The other site elements that you mentioned like articles, home page, etc. can give added credibility and will help you get traffic from other sources.
Check out my recommendations in my latest Google Quality Score guide for more...
Landing Pages - best way forward
Jeremy is that all you have on your sites?
Landing page
Privacy Policy
Disclosure Policy
Contact us
Or are there other pages such as article pages on the site that are not linked from the landing page?
If so, do you get a decent quality score from Google with just that info?
John T
Landing Pages - best way forward
I have dozens of sites that use that exact site skeleton and the majority of them have had no quality score issues. The #1 factor is the content on the landing page itself. In that example I posted, I have a pretty detailed comparison, which is more important than linking to other pages with additional content.
Landing Pages - best way forward
Hi Jeremy
That answer was great, just what I was looking for! Thank you very much.
I just have one more question:
In "The Unofficial Guide to Google's Quality Score", you say that using dynamic keyword insertion on landing pages is no longer such a good idea as Google now use the "Default Ad Text".
In another thread you mention that Google doesn't care about duplicate content on PPC landing pages (within the same site).
So, if it no longer advisable to use dynamic keyword insertion, will Google "penalize" me if I have multiple landing pages (one for each Adgroup) with exactly the same content but with a different city as the subject for each?
Many thanks in advance,
Rachael
Landing Pages - best way forward
Using keyword insertion on your landing pages is fine, and even advisable. I'm referring to keyword insertion in the ad text in your Google ad. This is where Google evaluates your default ad text, not the landing page.
Does that make more sense?
Best,
Jeremy
Landing Pages - best way forward
Perfect sense, thanks a million! :D
Rachael
Landing Pages - best way forward
Jeremy,
Do you do your graphics?
If not, where do you get them done?
Landing Pages - best way forward
I do most of my own graphic work. I start with royalty free artwork at iStockPhoto, and then use Fireworks and a little creativity to incorporate them into my web designs.
Landing Pages - best way forward
hi jeremy,
I made a site very similar to yours that promoted the same products. Once i was done building my site I applied to the merchants programs and my application was refused by some of them ! Its very frustrating to put all this effort and being refused into the program in the end. My guess is that the program manager didnt see any added value on my site and considered it too thin.
How do I make sure not to be in this situation again ?
Landing Pages - best way forward
Issamsays,
I know you asked Jeremy this question, but here are some general reasons why you could be refused which have nothing to do with you.
Advertisers can see what your sales numbers are, the domains listed in your account, what categories you signed up for, and most of the other stuff in your account tab (short of some personal data). Some accounts are managed differently than others - depending on if CJ is managing it, or if the company has someone to manage it in house, etc. For example, even though I managed an advertiser account, i had a cj account manager who approved my publishers for me.
Anyway, some Advertisers only accept publishers who promote in their categories, some only accept publishers who are 3 bar publishers and above, some do not accept publishers who are marketing via PPC (if they've already got 50 PPC guys), etc.
Your best bet is to work with the merchants you have, and build your EPC with them, then reapply. You could also try emailing the advertisers directly to see exactly what the problem is, before making any assumptions on the value of your site.
very informative post....
Hello Jeremy,
Thanks for the post and the link...really helps looking at this. On your landing page you have good, better, best... the company that is "good" is not a link but an example. This company would not object to their banner being used like this? Or is this your graphic? Is this what the Disclosure Policy is all about? It's evident I'm a rookie, right? LOL
Thanks,
Gary
I'm not really familiar with
I'm not really familiar with the legal ramifications of using "HollyWood Video's" logo on this page. As an affiliate of Netflix and Blockbuster, it's not an issue. If I ever received a C&D from Hollywood Video (doubtful) I would take it down right away.
Lawyers: Is this considered "Fair Use"? I'm not sure...
The disclosure policy is simply to let consumers know that I'm being compensated for my opinions.
More explination needed
Quote:
"Using keyword insertion on your landing pages is fine, and even advisable.
Ok this i get, no problem. But the rest is a little grey.
Quote:
I'm referring to keyword insertion in the ad text in your Google ad. This is where Google evaluates your default ad text, not the landing page"
This is the part i don't understand, can you explain this a little more.
I thank you for your reply in advance.
smilie central
I visited http://www.movierentaloffers.com/
When I tried to press visit site I just got forwarded to smilie central.
From a it-technician view I would not recomend to send people to sites that contain spyware programs like smilie central. This will slow peoples computers down (and trust me, I seen them all), and will bring the site in a bad view. I think also I have this view as a internet marketing newbie :)
I would NEVER forward
I would NEVER forward somebody to a site with spyware. I can't reproduce the action you're talking about. Are you sure it wasn't triggered by another browser window? Did you type it in by hand? Double check - I'm sure you didn't get a "smilies" popup from any of my sites.
Strange links
It looks like movierentaloffers.com has been hacked or hijacked, Jeremy. The Netflix link goes to either a Hispanic dating site or a ringtones site. The Blockbuster link goes to LOVEFiLM.
There are the URLs:
http://x.azjmp.com/0PvJn?sub=----
http://x.azjmp.com/0XVQl?sub=----
FYI, those links don't
FYI, those links don't belong to Jeremy. They belong to the Azoogle affiliate network, so it would be Azoogle that was hacked/infected.
However, the URL's all go exactly where they should go for me -- even the ones you just posted still go to Netflix and Blockbuster -- so it looks to me like your PC is the hacked/hijacked party.
I scan my computer with AVG
I scan my computer with AVG and Spybot - Search & Destroy every day, so I know it's not infected.
If I use surf-anon.com the first link goes to Netflix. The second link goes nowhere. There's definitely some strange redirection thing going on. Maybe it's because I'm not in the US and those offers are unavailable to me.
Please place your trust on Jeremy.
NickC,
It seems your computer is the one and only has this kind of problem. Try using another computer and you will be fine. Else, reload Windows on your system and the problem will go away.
Azoogle Redirecting International Traffic
I never like to let a problem like this go and assume the problem is on your machine. After digging around a bit on Google, I found this:
AzoogleAds geotargets advertising campaigns when advertisers request traffic to be from a certain area. For example, anybody outside of the US who clicks on an ad which is geotargeted as US-only, will automatically be redirected to another ad. This untargeted ad is part of AzoogleAds, but is not niche-targeted will receive commission if a lead or sale is generated. However, the downside to this is that it can be frustrating for AzoogleAds publishers to view the landing pages if they are not of the country that is being geogargeted. For example, a Canadian publisher wishing to view an advertisers landing page to research data to market the ad for their website, will not be able to see the landing page since they will be redirected to a completely different ad.
From: http://www.publisherspot.com/reviews/azoogleads
I would imagine that most of the people being redirected to these other offers are outside the
US? Please confirm. As mentioned by another member - Azoogle is the one doing the redirect. It's too bad they can't come up with an offer that is more relevant? I don't think I've ever seen a conversion off one of these redirects...
now that explains a lot
yeah. thanks for feedback and answer. I really understood that now. I seen it before. I probably had to much blood in my caffeine flow.
Eagerly waiting for my first sale now. I have 20000 shows of my ad on google and 6 clicks :)