Your AdWords landing page is your chance to convince the customer to convert – to buy your product, fill out a form or download a resource. You need high-quality landing pages to optimize conversion rates, and highly relevant pages will also lower your conversion costs.

The most important quality of an optimized landing page is relevance: Just as your ad text should be relevant to your keyword, your landing page should be relevant to your Google ad. The page should provide what the ad promises and what the user wants.

Creating specific landing pages that speak directly to the user's search query will have a positive impact on your AdWords account and, most importantly, drive more conversions. So it’s very worth your while to devote some time and effort to optimizing your AdWords landing pages.

How to Create Optimized Landing Pages for Google AdWords

So what exactly goes into a successful AdWords landing page, and where on earth do you start? There’s a virtually limitless number of landing pages you could create, but your marketing team is busy and you want results fast! Luckily, WordStream helps you prioritize by pointing you toward the keyword and ad groups that need landing pages, and by telling you upfront which are likely to drive the most traffic and conversions.

WordStream's AdWords keyword grouping tools will enable your marketing team to form small, semantically organized keyword groups around which you can build a stream of highly relevant and AdWords-friendly landing pages, offering benefits on both the natural search side and the search engine marketing side.

The first and most important step in this process is to segment your keywords into tight, closely related keyword groups. This will go a long way toward helping you increase the relevance of your AdWords landing pages, since it's very difficult to write focused content around a broad and scattered group of keywords.

You can use the keyword group segmenting tool to segment oversized keyword groups into small, semantically related subgroups. For example, in the screenshot below, you can split the “bird store” group into more specific niche groups such as those also containing “pet” and “supply.”

Keyword grouping and segmenting is generally an overlooked and underrated part of search marketing and landing page creation. But consider how much easier it is to write relevant website copy around a tightly related subgroup such as “bird supply store” than a broad group like “bird” or even the smaller group “bird store.” Longer, more specific keywords show more intent, so it's much easier to intuit exactly what the searcher is looking for. Accordingly, it's easier to write ad text and landing page copy that will draw the user in and provide what they want. That means more clicks and more conversions, raising your Quality Score and lowering your AdWords ad spend.

Use WordStream's Workflow Tools to Prioritize AdWords Landing Page Creation

Once you've got your keywords properly segmented and are ready to start crafting landing pages, you've hit another obstacle. What do you do first? It's hard to prioritize when there are so many pages you could create to capture more search traffic. You can't write them all at once, so you obviously want to start with the pages that will provide the biggest payoff first.

Luckily, WordStream isn’t just a keyword discovery and grouping tool. It also takes the guesswork out of prioritizing your workflow. You’ll know exactly which landing pages deserve your attention first, so your team can easily coordinate tasks and goals. To get started, go to the Workflow tab and highlight one of your keyword groups.

The orange warning sign in the Landing Page column indicates that the keyword group in question is not yet associated with a landing page. In fact, none of the keyword groups are. Yikes! But don't panic yet: The whole point of the workflow tab is to guide your process for creating AdWords landing pages. The groups appear in order of relevance, or importance to your goals. You can adjust the settings so the Relevance column meets your needs – for example, if conversions are worth more to you than site visits alone. So it's a good idea to start at the top and work your way down.

Increase Relevance of AdWords Landing Page Text

WordStream can also help you write the text for your landing page. The main keyword needs prime placement in the title, URL, meta data fields and throughout the page, but you should also include the popular variations on that keyword that WordStream has pulled into the keyword group. These are easy to spot, since the most relevant, high-traffic keywords will appear at the top of the list.

You can also use WordStream's ad text tool to get keyword suggestions for your landing page. Just click “Add New Text Ad” in the Text Ads tab, and the tool automatically pulls top keyword choices for you:

Structure your AdWords landing pages around these suggestions, and you'll know they're as relevant to ads as your ads are to your keywords (and that high-quality traffic is on the way!).

After creating your focused, keyword-rich landing page, it’s easy to associate it with the keyword group. Just highlight the group, click the “Associate Landing Page” button and then type the URL in the popup window.

You'll then see a green check mark instead of a warning sign in the Landing Page column for that group. 

Get Graded: Use AdWords Performance Grader to See How Your Campaign Measures Up 

WordStream's AdWords Performance Grader is a revolutionary new tool that helps you evaluate how your AdWords campaigns are performing on several key criteria such as:

• Effective Use of Negative Keywords
• Quality Score
• Ad Text Optimization
• Landing Page Optimization 

This sophisticated tool allows you to compare your Performance Grader score with competitors in similar spend brackets, giving you a sense as to where you fit into the competitive landscape.

The AdWords Performance Grader has been designed by PPC experts as a kind of AdWords for Dummies manual; it shows you in an easy-to-understand, illustrative format, where your campaign is struggling and how to make adjustments that will improve your PPC performance. It’s an AdWords audit with advanced in-depth analysis, and it’s absolutely free! 

Try WordStream for AdWords Landing Page Optimization Today!

Let WordStream's AdWords software tools help you organize your keyword database and prioritize workflow. In no time you'll be writing high-quality AdWords landing pages, increasing your relevance and reaping benefits in both PPC and SEO.

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• Trying WordStream Free Today
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