Natasha Vincent


Get Started Australia: AdCopy Best Practices & Landing Page Relevancy

In our earlier post, we talked about setting campaign budgets and choosing the right bids for your keywords, now let’s take a look on the importance of ad copy best practices and landing page relevancy.

It’s recommended to do some research on your competitors and identify a differentiator that will make you stand out – tell the searcher what is so special about your product and services. Be truthful and do not mislead the user. Remember that your ad text should be highly relevant, attractive and focused. The easiest way to get conversions is to have a great offer that is enticing enough to users. It’s good to add a sense of urgency and a strong call to action. An example would be “Purchase A Bouquet Today And Save 30%”. This gives your searchers an incentive to click. Capitalizing the first letter of every word in your ad copy and display url makes your ad stand out more. Together with Bing Ads longer ad titles, which enhances the visibility of an ad, these can increase the click through rate for your ads if they appear on the mainline, boosting the performance.

An example of Longer Ad titles:


Also, enabling Ad Extensions allows you to point potential customers to more specific landing pages to help them find what they are looking for more efficiently. These sub-links such as Location Extensions, Call Extensions and Sitelink Extensions can help improve user experience and lead to more conversions. Now let’s take a look at the different extensions in detail.

Location Extensions: Help customers find your business and get them to your front door as well. It allows you to display your company’s address directly in your text ads. A new click to directions link will appear every time an ad displays location details. Clicking on a Directions link will take users to a Bing maps page with their business’s address pre-filled.

Call Extensions: For mobile devices, your text ad will include a phone number and clicking on that number will initiate a call to your business.

Sitelink Extensions: Provides your customers richer ad copy and direct links to the most relevant pages on your site. This enables you to promote certain products, services or sections of your website and take potential customers to exactly the information they are searching for, which in return can increase click-through-rate and conversions.

To learn more about Ad Extensions, please visit the following site:

Here is an example of a good Ad Copy:

Now that you have written your ad copy, let’s focus on the landing page. A landing page is the first page a visitor arrives at on your website after clicking on your ad text. Hence it is very important that your landing page matches the user’s search query and should be directly relevant to your ad text and keyword. The page should cater to what your ad says and what the user needs. For example when I search for Mother’s Day flowers, and when I click on a listed ad, I would like to be taken to a section on Mother’s Day flowers that features all their flower bouquets and special deals, rather than just the homepage of the florist. In no time at all, I can make up my mind as to which bouquet I would prefer, add my selection to my shopping cart and proceed to make a purchase and there you go – you have got a successful conversion! You got the sale because the landing page is relevant to the search query. In this way it saves time for the user as it’s specific to what the user needs. Otherwise if the landing page is not relevant to their search query, they might just click on the Back button on their browser and return to the search results page. You are then charged for the click and did not get any sale or conversion.

Have clear call to action links such as for “Sign in”, or “Buy Now” at the top of your page without the need to scroll. Make it straightforward and not complicated for the user. It is essential to gain the trust of your visitor. Do not neglect the fact that your Privacy Policy must be easily seen and accessed by visitors. In addition, you will also need to provide clear information about credit card security, delivery charges and your return policy. Testimonials play an important role in trust building. If your business has received some positive compliments in the past, be sure to showcase these for new customers. Also make sure your page does not take too long to load and eliminate any popups, which are not allowed.

Always remember advertisers with more relevant keywords, higher quality ads and landing pages are usually rewarded with more prominent ad positions or a lower cost-per-click (CPC) followed by many satisfied customers and conversions!

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