We’ve made some changes here recently that have meant that I now have additional web developer responsibilities. It is work that I enjoy, but it can be complicated. The learning curve is steep.
One of the new tasks that has landed on my desk is managing our Google Adwords account. Most of our search engine traffic comes from non-paid search since our web sites score well for lots of keywords, but we still feel that Adwords is worth the trouble.
New, at least to me, is that Adwords gives some additonal value to your site if the landing page (the page that the link in your Adword actually takes the user to) is relevant to the text in the ad. Its hard to believe that this isn’t obvious to anyone who is spending money on Adwords or any keyword driven online advertising.
Why would anyone pay good money for an ad for the keyword “gaffers tape” and then take you to a web page selling paint when you click on their ad. Their site may offer tape somewhere in its pages, but someone doing an online search is not likely to drill down in the site far enough to find it. They will simply click on a competitor’s site.
The amount of time needed to create a custom landing page that has useful references to the actual keyword used in the search is small when compared to the wasted money spent when a keyword-driven search does not provide the information that the user hoped to find.
Google has made tons of money on Adwords and they are to be applauded for being willing to forego some revenue in order to improve the customer experience. Giving less value to a landing page that is not relevant to the search terms is another reason why Google will probably continue to rule in online search.
GoodBuyGuys.com is your online source for Shurtape gaffers tape, Duracell Procell batteries, MagLite flashlights, Nashua duct tape, Bay State wire ties, Electratrac and Coast Wire extension cords, OnStage Stand mic stands, and other useful products.
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