The first way to improve your landing page is to make sure that it ’ s relevant and that it ’ s related to the search term in the ad that accompanies it .
But if you want to do everything in your power to make sure you ’ re getting the highest click-through rate possible , then look at your ad copy .
When it comes to PPC , you have just a little space to get a lot of information , so you want to make sure you have compelling content that will catch the readers ’ attention and a killer call to action to entice them to click .
The next step- focus on a compelling landing page . The higher the bounce rate on your landing page , the lower your ad rank and quality score will be .
The first way to improve your landing page is to make sure that it ’ s relevant and that it ’ s related to the search term in the ad that accompanies it .
Next , focus on creating a great user experience .
Make sure it ’ s easy to navigate , professionally designed , loads quickly , and responds across all devices .
30 x The A-List
6 . USE AD EXTENSIONS TO TAKE UP MORE REAL ESTATE .
Another great way to increase your clickthrough rate and the amount of space you take up at the top is through ad extensions .
Keep in mind that the higher your quality score , the more likely it is your ad extensions will show , so you want to work on these two together . Ad extensions are additional pieces of information you can add to your ad , including everything from contact information and call buttons to customer reviews and additional links to your site .
They have the added benefit of adding more content to your ad , which often means they take up a good bit of space . In turn , that means more people will be drawn to your ad and spend less time scrolling down to any competing ads . They ’ re also known to improve ad clicks , which will have a positive effect on your ad placement . Ad extension comes in two forms – manual and automatic .
Manual , as you may guess , is set up by you .
Automatic extensions are generated by Google based on what it thinks will improve your ad performance .
CONCLUSION
Again , it ’ s a gray area whether bidding on a competitor ’ s brand name is ever a good thing . Some will tell you the best way to approach a competitor is to fight fire with fire . In other words , bid on their branded terms . And to tell the truth , it ’ s not always a terrible idea . Some law firms have even seen great success with this strategy .
It ’ s never a good feeling to be outranked , especially on your own brand term . If this does happen to you , remember there are ways to combat it , even without Google ’ s help . First , see what the damage is and reach out directly to the competitor . Then work on improving your own bid and ad rank to beat them . As a last resort , you can always consider bidding right back on their brand terms .
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