One of the most common complaints I hear about Google Adwords is that “It’s Expensive”.
Well, it certainly is if you don’t do it properly!
But the most common reason Adwords campaigns fail has nothing to do with Google Adwords itself. It’s the website people land on when they click.
Here’s some examples
Today I was looking for a particular training course – you would think an ideal candidate for Google Adwords. Targeted, specific and probably not too competitive. And the sponsored results looked promising. The adverts were decent and relevant to my search.
However, when I clicked through it was a different story.
No 1 took me to a page with plenty of waffle about the trainers, but no concrete facts about the training and just a vague “Contact Us to find out more” message.
No 2 took me to a landing page for a training course that took place 3 months previously!
I then clicked on the result that came top of Google in organic search and – hurrah – this one had full details about the course, including who would benefit from it, plus clear pricing and online booking. Result.
Having good landing pages makes a huge difference to the effectiveness of your Adwords campaign.
Let’s look at some numbers.
I’ll assume that the average cost per click for the search term I used is £1. And that 5% of the people who land on a good page go on to book a course, but only 1% of those who land on a poor page.
That means for every sale, the good site is paying Adwords fees of £20, while the poor site is paying £100. It’s a massive difference.
And there’s more. Google uses something called Quality Score in Adwords – and the relevance of the landing page is a big factor. A good quality score means you pay a lower cost per click and improves your position. So our good site is probably paying less than £20 per sale.
If your Adwords campaign isn’t giving you the results you hope for, start by taking a good look at your website landing page. Does it:
- Answer the search query
- Have the relevant keywords and phrases in the text
- Provide all relevant information
- Include a clear Call to Action
If not, then make improving this your top priority.
PS: it will help your organic search too!