We've begged our clients in the printing world to 'sell' landing pages for a long, long time as one of the factors to provide more reader/user and advertiser satisfaction and stay in business.
Now AdWords started to include landing pages into the Quality Score and I hope this will eventually convince media to care more about clients satisfaction.
What is a "Landing page"?
"An active web page where customers will 'land' when they click your ad. The web address for this page is often called a 'destination URL' or 'clickthrough URL.' "
From Inside AdWords:
"(from now on we will also) .. look at the content and layout of the pages linked from your ads.
Why are we doing this? Simply stated, we always aim to improve our users' experience so that these users (your potential customers) will continue to trust and value AdWords ads. Have you ever searched on a keyword, found an ad that seemed to be exactly what you wanted, and then clicked on it only to find a site that had little to do with what you were searching for? It's not a great experience.
Incorporating landing page assessment into the Quality Score will help us improve the overall advertising experience for users, advertisers and partners by increasing the quality of the sites we present in our ad results. "
In case, you don't know what Google AdWords Quality Score is:
"... the basis for measuring the quality of your keyword and determining your minimum bid. Quality Score is determined by your keyword's clickthrough rate (CTR), relevance of your ad text, historical keyword performance, the quality of your ad's landing page, and other relevancy factors."
Did you read Seth Godin's great e-books? Knock Knock, talks about Landing pages?
via Dave B2B Weblog Google leads the way, again
"... If you are paying for clicks, you should make sure you are driving them to a worthwhile, actionable page. But of course a lot of small B2B marketers are just going thru the motions and haven't really considered their landing page ... "
... nor have (B2B and other) publisher seriously offered landing pages (or educated about the benefit in getting there) I might add!
Sunday, December 18, 2005
