If you’re reading this, you likely spend a lot of time looking at keywords and ads. You probably spend time thinking about targeting options, optimizing keywords with bids and match types, editing and adding new campaigns, and other important parts of your campaigns.
But how much time do you think you spend optimizing your landing page? Bing Ads can help you get the right ad to the right user at the right time, but it’s where you take them next that matters most for your business. The landing page is a front door that you open for your customers, and it also plays a big role in how Bing Ads views the relevance of your campaigns, how Quality Score is calculated, and can determine what kind of experience a user will have as they enter your site as a potential customer.
Landing Page Best Practices
- Remember that Bing users are counting on you to deliver on your promise the ad has given them. To help ensure a great user experience, make sure that your landing pages are highly relevant to the ads you create. Be clear about what you are offering, how much it costs, and how to get it. Be explicit with the user (your potential customer) about who you are and what your business does best. Put yourself in their shoes to make sure the landing page you bring them to answers the question that brought them to Bing.
- The name of the company that is collecting the personal information
- The purpose of the information being collected
- Opt-out instructions, as applicable
- Other information, as required by applicable laws and regulations
- Help encourage conversions on your landing page by delivering customers to the most relevant part of your site for each ad. Utilize Bing Ads features like “Keyword Destination URL” and “param1” keyword insertion attributes to send users to specific locations (URLs) on your site. By improving the relevance of your keyword, ad copy, and landing page combinations, you help take the guesswork out of your customers’ decision-making process and drive higher conversion rates for your campaigns. You can read more about how these work in this previous blog post.
These are a few tips that can help the customers you attract to your pages stay on your page and find what they’re looking for. The more specific, clear and concise your landing page is, the more competitive your ads will be in the auction.
Landing Page Relevance
As a Bing Ads quality expert, the question I am asked most often is, “why is my Quality Score low?” While I won’t get too much into that in this blog post (you can read more about Quality Score in my previous blog post), I will say that many times my answer is “your landing page relevance is rated as low, which may be affecting your overall Quality Score.” Ensuring that your landing page contains robust content that is strongly relevant to the ads and keywords in your campaigns will help ensure the best results. Delivering exactly what a potential customer is looking for when they click on your ads will not only assist in increasing conversion rates and decreasing click backs, but it will increase your landing page relevance and create a more competitive dynamic in the Bing Ads marketplace. Check out our Relevance and Quality Policy to learn more.
Don’t be afraid to test new editions of your landing page to find out which versions produce more conversions. It’s just as important to optimize your webpage as it is your keywords and ads. Spending time asking yourself questions from a user’s perspective can help you understand which queries are being left unsatisfied.
As always, feel free to reach out to us and check out our Editorial Insights Page! Through our blogs, Facebook, Twitter or any other way you can think of – we’re listening and we love hearing from you. Stay tuned for the next edition of Bing Ads Extreme Makeover - Optimal Ad Copy Best Practices, the 2ndentry in a 3 part makeover series by our very own Gwen Kestrel!