Editing Landing Page URLs

Many advertisers make the mistake of sending traffic to their homepage even though more specific and qualified content exists on site. To achieve your ad campaign goals sending customers to specific landing pages within your site is the best solution.

Using AdWords to make changes to the landing page and destination URLs for your ad copy is simple, and can make a huge difference in the success of campaigns.

AdWords offers several ways to do this using both the desktop tool or the web interface. Please note that when you modify a display or destination URL the quality score of all keywords will reset.

Edit Destination URLs Individually

Option One – Edit destination URLs individually, using the AdWords interface. This is simply a choice when creating or editing an ad. (Follow similar steps to edit Display URLs)

Editing Landing Page URLs AdWords

Follow these steps to edit URLs one at a time.

  • Choose the “campaigns” tab.
  • Select the “Ads” tab.
  • Click on the specific “Ad text” you need to adjust
  • Modify the URL.
  • Save.

 

Edit Destination URLs in Bulk

Option Two– Edit destination URLs in bulk within the AdWords interface. You do this by selecting all the ads you want to modify, clicking the edit tab and then making the changes.

Here’s a step-by-step on how to edit the display URLs or landing page URLs for multiple ads at once:

  • Choose the “Campaigns tab.
  • Click the“Ads tab.
  • Check the box next to any ads you want to edit. You can also select all ads by checking the box in the menu bar.
  • Click “Edit, then choose “Change text ads
  • In the window that appears, you can find and replace, add, set or change the case of your landing page URLs.
  • Make sure to save.

Editing URLs in Bulk AdWords

Option Three – Using the AdWords Editor desktop tool, you can edit both individually and in bulk. This is the recommended method since you can check all changes before you upload them into AdWords.

It’s important to keep in mind whichever editing method you use, the quality score of keywords within the ad group will reset when you modify the URL. Resetting the Quality Score will temporarily decrease traffic volume. We suggest managers increase Avg. CPCs to maintain your desired position. The duration is not finite and varies greatly based on available traffic and quality of your account.

Destination URL for Tracking

AdWords itself offers extensive data for you to optimize your campaign. However, if you use a remote system to analyze traffic and clicks, you want to ensure your URL has proper tracking in place.

URL Options for Tracking

There are three main sections of the URL options tab, which will give you further control over your account, including ways to leverage tracking, to learn how your account is performing and how users are interacting with your site and landing pages.

Tracking template allows you to include tracking information automatically. These parameters get information about the about the source of your ad clicks. They can be added with {} to the final URL. It may be best to start with tracking templates if you’re just jumping into AdWords.

Custom parameter enables you to add your own tracking templates. These are an advanced type of tracking. Custom parameters can be added at the campaign level, ad level, ad group level, or keyword level and site link level.

The Test Button allows you to check your URL and make sure that the tracking you added still “works” to create a valid link.

If you have further questions about how landing pages URLs fit in the big picture of digital marketing, contact us at Evolve Digital Labs. We look forward to helping you reach your goals.

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Get Your AdWords Graded

Build a more efficient AdWords Campaign with just a few clicks. Learn the how & why of underperforming campaigns. Discover new strategies for growth, that are actually actionable.

 

 

How to Improve Quality Score

Your AdWords Quality Score can have a major impact on your entire campaign from the top down – from the effectiveness of your PPC campaigns to the costs and everything in between. A high AdWords Quality Score essentially means that each dollar goes a lot farther to generate the types of exposure and conversion that you’re after. A low score essentially means the opposite – you’re spending more and getting less.Quality Score and CPC

If you feel like your AdWords Quality Score could or needs to be higher, there are a few key steps you should take next.

AdWords Account Structure

One element that can have an immediate impact your overall AdWords Quality Score is the structure of your account. In essence, how effective your keyword group techniques are will play a big role in the performance capabilities of your account, which in turn can positively or negatively affect quality score depending on the situation. Because of this, the importance of guaranteeing that all of your keywords are grouped together as accurately and specifically as possible cannot be overstated enough.

Whenever possible, try to group the core terms for your campaigns based on a root topic or focus – this helps keep things consistent, which only helps with effective account structure creation. Group your core terms based on certain key modifiers and ALWAYS segment your keywords into topic specific groups of related phrases that real users are searching for.

Additionally, a great way to improve your AdWords Quality Score is to try to group your terms with the idea that you’ll be targeting a single page within your site, like a landing page. It helps keep things in perspective.

Landing Page Exp Easy to nav

If you believe that you have a problem in this area, start by going over your existing site content to determine just how “ready” your landing page is to receive customers. Is it related to the topic they were searching for? Does it tie directly into the focus of each ad group?

You should always designate a landing page on an individual ad group basis and, whenever required, create a series of recommendations for additional content creation that can help you service these goals.

Ad Copy and Messaging

Make no mistake about it: without the type of actionable, thought-provoking ad copy that your users are ultimately looking for, even the best keyword list in existence won’t generate the results you’re looking for. Ad copy goes a long way towards setting the experience for the user in terms of your website, which is why things like messaging and language are so important to AdWords Quality Score.

AdWords Effective PPC Ads

Above all else, you should always be focused on the creation of focused, actionable and thought provoking messaging. You should try to incorporate both landing page messaging and ad group focus topics wherever possible to create a seamless experience across the board. Also, focus on the placement of key messaging like promotional text, making sure it’s always located where it will have the most impact.

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Make the Most of Paid Search Bids

We live in an age where Cost-Per-Click (CPC) bidding has never been so forward-thinking. Unfortunately, at the same time, this also means that it’s never been more complicated. The key to CPC optimization always involves picking not the best strategy overall, but the best strategy to help you accomplish your own unique goals. Doing so will not only help get you the results you’re after but will also help you lower your general CPC spend and will stretch the value of each dollar as far as it will go.

Bidding Types

 Manual Cost-Per-Click

Manual CPC bidding gives advertisers complete control over their bids, allowing them to focus on driving click traffic as much as possible. When experimenting with manual CPC bidding, it’s always important to remember that AdWords will automatically take the ad group default bid FIRST, unless you specify a different bid manually at the keyword level.

 

Automated Cost-Per-Click

Automated CPC bidding is great for the advertiser who wants to focus all of their attention on driving click traffic by giving AdWords control over bids on an individual basis. All you have to do is set your daily budget and AdWords will automatically increase or decrease your bids as needed in relation to your goal. Setting clear goals is imperative to preventing unwanted spend and traffic.

 

Enhanced Cost-Per-Click

Enhanced CPC bidding is a major benefit to the conversion-focused advertiser. AdWords will automatically adjust your CPC bids to help drive as many conversions as possible based on conversion tracking data. However, conversion tracking MUST be enabled before you can get started with this method.

 

Cost-Per-Acquisition Bidding

Also commonly known as the “Conversion Optimizer,” CPA bidding adjusts your bids based on a specific cost-per-acquisition that you’re targeting. In order to experiment with this method, you’ll need to have at least 15 conversions in 30 days. The optimizer performance will increase as additional consumer data populates within AdWords. Based on your detailed and unique conversion history, AdWords will essentially “predict” future conversions and apply its own bid adjustments accordingly.

CPA bidding typically gives you two bid types to work with depending on your needs: max CPA (or the maximum amount of money per conversion you’re willing to pay) and target CPA (or the average CPA you’re willing to pay).

 

Flexible Bid Strategies

If you’re looking for a superior level of customization and flexibility, flexible bid strategies are likely the way to go. These automated bid optimizations can be applied to campaign’s keywords and more and give you additional options that were previously unavailable. There are five key types of flexible bid strategies to concern yourself with:

  • Maximize Clicks. This is essentially a more flexible version of the automated CPC strategy.
  • CPA Bidding. This is a more flexible version of CPA bidding that allows you to target average CPA capacity.
  • Enhanced CPC. This is a modification of an existing enhanced CPA strategy.
  • Search Page Location. This will increase or decrease your bids to target the specific location of your ads – be they on the top of the page or in another first-page position or more. This only works with keywords, ad groups and campaigns targeting a specific search network.
  • Return on Ad Spend. Also called ROAS, this uses historical data to predict future conversions. So long as you have 30 conversions in 30 days, AdWords will automatically try to reach your “Return on Ad Spend” goal across keywords, ad groups and campaigns.

Flexible Bidding Strategies AdWords

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Why Landing Page Experience Matters

An old saying goes “you can only make one first impression, so you’d better make it a good one.” This simple idea is true in nearly all areas of life, but it’s especially true in terms of your landing page. For many, your landing page will be the first experience that they will have with your business and a poorly-designed, unfriendly page is a really efficient way to drive customers right into the arms of competitors.

Your “Landing Page Experience” is a term referring to how Google perceives the type of experience a visitor will have when they get to your page for the first time. This one core idea can affect everything from your Quality Score to your Ad Rank to your advertising costs and more. To say that improving your “Landing Page Experience” is important is something of an understatement.

Landing Page Experience

Tips for Improving Your Landing Page Experience

For starters, you should always be focused on providing useful, relevant and (most importantly) ORIGINAL content on your landing page above all else. Promote transparency whenever possible to help create the idea that your site isn’t just a source of information, but a TRUSTWORTHY one. Always make it as easy as possible for users to navigate your site, especially if they’re visiting it on mobile devices. Finally, go out of your way to do whatever you need to in order to encourage customers to spend as much time on your site as possible.

If You’re Working With Multiple Landing Pages

A sad reality is that many advertisers utilize very few, or sometimes even only one, landing page within a paid search account. Ultimately, this is only limiting the potential of what your campaigns can achieve.

You should always work to utilize multiple, unique landing pages for each keyword theme, but never take the lazy approach. Always focus on unique, relevant content that not only helps create the best possible experience for the searcher, but that also helps them accomplish whatever job they set out to do in the first place.

If you’re working with multiple landing pages and want to improve your “Landing Page Experience,” always keep these factors in mind:

  • Go out of your way to make sure that the content on your landing page is actually relevant to the ad you’re displaying, and vice versa.
  • DO NOT overwhelm your visitors with links. Visitors hate this.
  • Create a solid, logical and strategically-sound site architecture system that will help you accomplish your long-term goals.
  • Make your Calls-to-Action as clear as possible to help direct users to the exact spot you need them in next.
  • Fill your landing pages with high quality, relevant images.
  • Write a powerful heading. Write the type of heading that captures the user’s attention in a way that they’re never quite able to break away from.
  • Brevity is the soul of wit – keep it short and to the point, period.
  • Experiment with things like form length to see how they affect “Landing Page Experience.”
  • Add social buttons and other trust signals to help establish a rapport between you and your users whenever possible.

Landing Page Exp Easy to nav

Finally, always keep in mind that users have a need – a need for speed. Studies show users will flee a site as fast as they can if it takes longer than an average if three seconds to load. If your site follows all of these rules but still takes awhile to get off the ground, you still have a problem you need to solve in any way that you can.

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