Landing Page Testing

Elements of Testing

1. Search Engine Optimization (SEO): It is good practice to design Landing Pages that are also Search Engine friendly. Keep in mind all basic SEO tactics when creating a - this will help in CTR, Avg. CPC, & overall Conversions and not to mention help drive organic traffic to your website as well

2. Dynamic Landing Pages: In my personal experience, Dynamic Landing Pages have increased CTR, decreased Avg. CPC, Increased Quality Score, & Increased overall Conversions as well. Elements that can be used to dynamically populate a page:

  • Geo Specific Landing Pages:For Geo Targeted Campaigns you could try and pre-populate a page with the Geo information - for Example populate if you have a Campaign for Los Angeles, it will help a user and your overall conversion to display Los Angeles or a map of Los Angeles on your
  • Displaying Keyword on : Displaying Keyword on the can help users develop trust on the relevancy of your with their search query
  • Keyword relevant Content: Combining Keywords into families and writing Content relevant to those can help you populate your page Dynamically with Content which is most relevant to the users search query - Example: Keywords SEM, SEO, Search Engine Marketing, Search Engine Optimization would be one Keyword Family say SEM, & Keywords CPC, PPC, Cost Per Click, Price Per Click, Avg. CPC would be one Keyword family say Paid Search - you can write content relevant to each of these families to make your landing pages relevant to the users search query
  • Dynamic Graphics: Graphics can help conversion drastically. Google’s Website Optimizer is the best example I have in mind to express how you can dynamically populate the graphics on your landing pages to test which one converts the most (I am in no way trying to Promote Google’s Website Optimizer)
  • Business Dependent Dynamic Elements: I am sure there are a handful of other elements you can think of that can be dynamically populated on a depending on the product/service you are trying to promote

A lot of the above Dynamic Element population of a would depend on the Overall Paid Search Account Structure i.e. if you have tags attached to your Destination URLs which you can use to pre-populate the various elements of your page - Example Geographic Location, Keyword, Keyword specific Content etc.


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This entry was posted on Monday, July 21st, 2008 at 11:43 pm and is filed under 3. Testing Elements, Landing Page. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

3 Responses to “Landing Page Testing”

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    December 31st, 2008 at 6:13 pm

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