Landing page optimization is standard practice for leading companies of all types: for the most part, we know that if we thoughtfully create custom landing pages for PPC campaigns, conversions will go up. And, we know that if we test and tweak those landing pages, we can improve conversions even more. But how do you create custom landing pages when you buy thousands of keywords? While you can't create a custom page for every keyword or keyword group, you can craft a comprehensive keyword strategy that allows you to consolidate your landing pages into a sensible (and manageable) group without much trouble. Then you can begin to test elements on those landing page templates to improve their performance. Here's how:
Step 1: Look at keyword groups by intention The inclination with keywords is to bucket them by category. An electronics retailer might group car stereos in one bucket, home theater systems in another, etc. But for creating a optimization plan, look at how keywords signal intention. For example, "Olympus D320" as a search is pretty high intentioned word-- but what about "Olympus D320 review"? The intent is quite different. Depending on your business, visitors might be browsers or buyers, job seekers or employers, searching for car loans or auto loans. Define intentions into two or three reasonable groups. Then, divide keywords into buckets accordingly. At first, it might be as simple as brand words (for browsers) versus category words (for higher-intentioned shoppers). As time goes on you will want to begin segmenting out people looking for speed from those who quest for massive quantities of information prior to purchase.
Step 2: Break out landing pages types and create templates Once you've bucketed your keywords by intention, consider the broad type of landing page that works best for each intention group. Create a template for each type. In each template, leave "content slots," or real estate in which you can switch content in and out, depending on the type of landing page. Now, you have a template that can be targeted for an endless number of keyword groups, simply by changing the content in one or two content slots.
Possible landing page types:
Next: Step 3: Test templates for general effectiveness
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