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PPC Landing Page Optimization | Keywords in Landing Pages

PPC Landing Page Optimization | Keywords in Landing Pages


So today we’re answering a question submitted
by someone asking about keywords in landing pages. How important are they? Where do you put them, and does it really
matter? Stay tuned. Hi, I’m Mike Mancini with ppcvideotraining.com. We had a question sent in by Greer. Now, Greer was asking us about where do you
put the keywords and how important are they for your landing pages? So Greer, to answer your question, Google
will see your pages, whether or not you have keywords in the header text, whether you have
them in the body, whatever it might be. However, this gets more into optimization
of the page in general. So if you just put up a page there and you
don’t optimize it, chances are it’s not going to come up in the top organic rankings of
good. However, if it is a paid landing page, that’s
a little bit differently because you can get actual landing pages that you create for your
campaigns to rank rather well over time. And the reason that that happens is if it’s
done correctly, people will visit your page after they click on an ad, they will see what
you’ve got. They’ll stay on the page. They’ll complete an action. Google has all these signals and we have a
landing pages that we’ve created for people that do rank really, really well over time. But those pages are optimized. So when you’re doing Google ads, it is important
to put the keywords on your landing page and the reason being is once you submit that landing
page to Google, Google sends its spiders over to your landing page and scans it and essentially
says okay, this person has a keyword here that points, that somebody will type in, it
will show the ad. Is the ad relevant to the keyword? Then if somebody does click on your ad, they
go to a landing page. Now, does that landing page match up for the
ad? So this is our agency page, Mancini Digital. If I was running ads for PPC management, which
we do, or Google ads management or training, we do not bring people to this page. Why? Because let’s say we’re running an ad for
PPC management, this does not capture their attention at all. It does not talk about anything about PPC
management right when this page loads. Now if they scroll down a little bit, they
can see that it does here, but this is really more just set up as our just main website. We do not run ads to the front page of our
website under any circumstances. We will always create a specific landing page. Now here is an older landing page that we’ve
actually had some pretty good success with for PPC management. As you can see, pay per click, which obviously
PBC stands for, then it talks about PPC management. This is all in the header text. So this is all in an H1 text. We put that keyword in there so that it does
tell Google hey, this is important for this page. However, if we did not have this here, this
is not going to destroy our page at all. We have run into so many different landing
pages that other people have created that work rather well whether they have the keyword
in the H1 tag or not. As far as optimization goes, this is a best
practice. As you can see now in the copy, you can see
we have PPC management here. We have pay per click, again, down here. We kind of will sprinkle the keywords throughout
the page. But we want to make it readable. Google is not going to just take a look at
the keywords on our page and say hey, this is awesome. Google will rate your keywords in your Google
ads account and give it what’s called a quality score. Now, quality score is based on three things. One is the expected click through rate. How likely is it the ad will be clicked based
on the keywords that you have chosen? Number two is the ad relevance. How relevant is the ad that you’re showing
to people to the keywords that you’re targeting? If your keyword is red trucks and you’re talking
in the ad only about blue cars, it’s not very irrelevant and Google’s going to kind of give
you a little ding for that one. Then the third thing is the landing page experience. Once somebody clicks on an ad, they get to
your landing page. This is what they’re looking at. How relevant is your landing page number one? If you’re talking about red cars in your ad,
you should probably take people to a page about red cars. Make sense? But it’s really about the landing page experience. So when somebody clicks an ad and gets to
this landing page, Google is monitoring what’s happening. Are people just loading the page and clicking
off right away because that’s obviously not going to be a very relevant landing page and
Google is going to measure that. Are they scrolling down the page? That is something a lot of people don’t realize
that Google measures as well. The further they scroll down the page, the
better. And it doesn’t have to do with how long the
page is, it just matters how far they get down. So let’s say the pages five screens long,
if somebody gets to two and a half screens, obviously it’d be 50%. So it’s really great, relevant information,
more people will scroll down and read the information. The other thing is how long are they on the
page? Are they on here and reading and taking advantage
of what’s on here? And then the other one is are they taking
action? Are they clicking on the phone numbers? Are they filling out the forms? Because the minute you take action, Google
measures that as well. That’s really the biggest thing that Google
cares about is is the landing page experience good for the user. Once that starts to happen, you will start
to see your cost per click go down. And the reason being Google wants to give
people the information they’re looking for when they search it. Because if you go to Google and you type in
blue cars and you get to a page about red trucks, you click off immediately. And if that keeps happening for every time
you go to Google and check on an ad or check out a service or whatever it might be, if
you’re not finding what you’re looking for, you’re not going to use Google anymore. They understand that and they obviously make
most of their money from this business, so they want you to have the best experience
possible. So you need to make sure that when you’re
building your campaigns, you can give the person who clicks on it the best experience
possible. Make sure you take them to a relevant landing
page. So keywords are crucial because if they type
in PPC management, that is one of the first things we want them to see. We want them to see that keyword that they
typed in specifically to get their attention. You have less than three seconds to get someone’s
attention once they hit this page. If they see the term that they typed in, chances
are they’re going to have a better experience. It’s going to catch their attention. They’re like oh, this is what we typed in. Let’s keep reading. Once again, it keeps them on the page, gets
them to scroll, gets them to take an action. So I know that was a very long-winded answer
to your question about relevance of keywords on landing pages. But keywords are just a piece of it. You want the keywords on there to capture
someone’s attention, but you also want the person who is clicking on there to have a
good experience and that is the most important thing. All right, I hope that helps. If you liked the video, please do me a favor
and hit the subscribe button below and you’ll be notified of new videos that we released
each and every week. Otherwise, if you enjoyed this video, go ahead
and look on the right-hand side. You’ll see another video about how we actually
create our landing pages. So thanks so much for watching. If you happen to know someone who’s in need
of PPC or Google ad services, please let us know. We’d love to help. Hope to see you again next time.

3 comments

Great video, I have a doubt, if I create a separate landing page for Google ads, should I block that page from crawlers??

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