Landing Page Optimization

Landing pages should be reviewed on a regular basis (at least quarterly) to ensure keywords are matching to the correct destination.

Landing page testing is crucial to understand campaign performance; there are two testing methodologies to utilize:

• A/B is typically used to test concepts like page design

• Multivariate testing (MVT) is used to improve performance within an existing design

At the very least, you should be mapping your keywords, copy and landing pages to the most relevant place. Keep in mind, if your keywords are relevant, your ad copy is compelling, and your landing page is not, you can waste a lot of money.

For any effective paid search campaign, having relevant landing pages tied back to the keywords and ad copy can make all the difference. Landing page Quality Scores are becoming more important and if you have poor QS you can run the risk of your campaigns being turned off.