Google Aims to Help Advertisers Improve Conversions

    July 20, 2009
    Chris Crum

There have been a couple of videos recently highlighted on Google company blogs that AdWords advertisers should pay attention to if their conversions are not where they want them to be. These videos deal with landing pages and ad copy.

The first video is actually a full webinar on landing pages, and is a bit lengthy. It is an important topic though, and if landing pages are a weakness for your business, it would probably be wise to view it. It runs about an hour and fifteen minutes, and talks about the "7 deadly sins of landing page design."

The second video asks a very important question: How will your customers know you really have what they want? As the video’s narrator says, potential customers only see your ad when they type in a search query. They don’t see your keywords, your ad groups, your campaigns, etc. You have to grab their attention.

The following video, which is much shorter than the previous one (this one comes in at a minute and a half), provides tips for using compelling ad copy that attracts clicks.

The click and the landing page are two of the most important elements of the conversion. Google wants you to improve your conversions, because it’s better for their service that way. The more successful you are, the more successful they are. It stands to reason that they would offer you tips that they truly believe will help your AdWords performance.

Some of it is common sense, but in this industry, that is a trait that is often overlooked. In the heat of competition, sometimes the basics are overlooked.