If users don't quickly see what they clicked on your ad to find, they'll leave your site frustrated and may never return to your site or click on ads in the future. Here are some pointers for making sure that doesn't happen:
Link to the page on your site that provides the most useful and accurate information about the product or service in your ad.
Ensure that your landing page is relevant to your keywords and your ad text.
Distinguish sponsored links from the rest of your site content.
Try to provide information without requiring users to register. Or, provide a preview of what users will get by registering.
In general, build pages that provide substantial and useful information to the end-user. If your ad does link to a page consisting of mostly ads or general search results (such as a directory or catalog page), provide additional information beyond what the user may have seen in your ad or on the page prior to clicking on your ad.
You should have unique content (should not be similar or nearly identical in appearance to another site).
Starting with your ad, each interaction you have with your potential customers and customers should be geared towards building a trusting relationship. To avoid leading users astray:
Users should be able to easily find what your ad promises.
Openly share information about your business. Clearly define what your business is or does.
Honor the deals and offers you promote in your ad.
Deliver products, goods, and services as promised.
The above is not ground breaking advice from a Conversion Rate specialist. The above is taken directly from the Google Adwords help center.
Basic, common sense, and sound advice for any Adwords advertiser to increase their conversion rate, right?
All these guidelines sound simple, not impossible, and stir up a resounding "Duhhh, of course we should be doing that" thought in your head right?
But why are so few doing it?
Is it the Diet Coke diet phenomenon? Are some advertisers thinking that if they order a triple deck burger, super large fries and a DIET coke that they are actually on diet?
Is PROVIDING RELEVANT AND SUBSTANTIAL CONTENT really that hard?
Well improving conversion IS alot like dieting, easy in concept(eat less, burn more calories), but a little bit more difficult in practice. Planning relevant, persuasive scenarios from an Adwords ad(driving point) to the landing page(funnel point) on through to the final conversion process(conversion beacon) is tough, daunting, and often complex work. Anything worthwhile usually is.
Well if you just needed a little more incentive to improve your Google Adwords campaign, I've got good news for ya! Google is going to start charging you more for low quality landing pages.
Get relevant or get broke.