Internet Marketing - Matt Bailey [244]
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Figure 19-12: (a) PPC results for CRM software; the landing pages for that term from (b) Microsoft, (c) Zoho, and (d) Salesforce.com
In order, the Microsoft CRM product is the top advertiser in the space. In looking at the landing page, the page accurately reflects the message of the ad with the focus on finding a CRM system that fits your business, rather than being forced into an oversized, over-featured system you may never use.
Important elements of landing pages are following the offer and message of the ad in the content of the landing page in addition to capturing the lead. The Microsoft CRM page does not attempt to capture the lead on the landing page. It requires an additional step for the visitor to click in order to get to the lead form.
Contrast that approach with the next advertiser in line, Zoho CRM. Zoho CRM creates a bold landing page without a lot of emphasis on graphic elements but emphasizes instead key benefit statements and business propositions that are focused on the sales process. The major difference is that the Zoho CRM landing page attempts to get the lead on the same page with a contact form in the upper right. The biggest, brightest color on the page is the red Submit button on the form, which will quickly grab the visitor’s attention.
The final ad in the top three advertiser spots is for Salesforce, which is the best in class because of the design, layout, copywriting, and color focus of the page. If you’ve read through the earlier sections of this book, this should come as no surprise.
Google’s Ad Extensions
In addition to a great landing page, you may have noticed in Figure 19-12 the additional links in the Salesforce.com PPC ad in the results. This is an example of the additional ad site links offered by Google where advertisers with high quality scores are able to enhance their campaigns.
The Google Sitelinks feature allows you to add up to 10 additional links to landing pages or website pages. The links will rotate but will favor the first four links, based on priority. The Google Sitelinks feature displays the availability of additional information that might be more relevant to the search, but even more, it increases the screen “real estate” that is accorded to the advertiser.
In addition to the Google Sitelinks feature, there are other enhancements available to add to your PPC campaign. These are accessed in the Ad Extensions tab, which is not readily available on your Campaign toolbar. Enable Ad Extensions by clicking the drop-down menu at the end of the tab toolbar in the main Campaigns screen, as shown here.
Once enabled, you can add additional features to your PPC ads, such as a location extension, which will add your address to your PPC ads. The phone extension will add your phone number, and the products extension will enable you to feature specific inventory in the ads. The location and phone number extensions are extremely helpful for mobile users, because they add the ability to map your location or call you directly from your ad in the search results.
The page has a specific graphic at the top, which falls directly in line with communicating the concept contained in the ad and in the headline of the page. There are no graphics on the page that do not assist the process, such as stock photo images of salespeople in a generic office. The content on the page is focused on a very tight structure using bold attributes, green check marks as bullet points, and an optimal layout for scanning the text. The Salesforce.com landing page also has significantly less text on the page than the other two advertisers at 291 words. Zoho CRM’s landing page contained more text at 599 words, and Microsoft CRM’s landing age topped the scales at 1,068 words on the page.
By following the “scannable” layout that most visitors use when