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Session: Ad Copy & Landing Page Optimization

Posted on Dec 7th, 2006
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    This was an open discussion session where users submitted their sites to get the Google ad copy critiqued and the landing page looked over for quality and usability. Tips included:

    • Keep important information towards the top of the landing page.
    • Be detailed and don’t just assume your visitors know your services.
    • Simpler the better.
    • Put simple URLs in ads.
    • Try sentence caps vs small caps.
    • Image quality on landing page matters. Make it look good.
    • Whitespace is good.
    • Bullet points give a great way for users to scan information. Long blocks are bad.
    • Should be easy and quick to digest the copy.
    • Always be sure you know, and your visitors now, the target of the ad. What’s the call to action?
    • Testimonials are good to put on landing pages.
    • Consider your ad output. How it looks on 2 lines vs 4 line ads.
    • Keep forms short. Get the lead info then call for more details.
    • Label required fields.
    • No pop-ups or pop-unders on landing pages.
    • Scrolling is ok, but make sure users know that there is more information below the fold.