Imagine you’ve walked into a department store and said to a member of staff near the door that you want to buy a duvet cover. Instead of giving you directions to the second floor where the bedding department is, they send you off to the fourth floor where the electrical goods are. That would be quite irritating and would reduce the chances of you buying the bed linen that you came into the shop for.

And what has this got to do with AdWords?

Well, if you are sending potential customers to your website you need to make life as easy as possible for them. You need to help them find what they’re looking for as quickly as possible. You certainly don’t want to end up annoying them by sending them to the wrong “department” on your site.

In other words, once you have convinced someone to click on your AdWords ad, you have to make sure you send them to the most appropriate landing page on your website. That way, they’ll immediately find what they are looking for and that increases the chances that they will buy from you or contact you instead of clicking the dreaded Back button and going to one of your competitors instead.

Most of the time, sending people to the correct landing page is not hard to do. The potential customer has usually given you a very good idea of what they are looking for by virtue of the search phrase they entered into Google in the first place. So all you then need to do is set the destination URL for your AdWords ad so as it sends people to the most relevant page of your website based on what they searched for on Google.

Doing this will mean you get more sales or enquiries and will also reduce your costs because the relevance of your landing page is one of the things that helps increase your AdWords Quality Score.

Related articles

• Google Quality Score Update (epiphanysolutions.co.uk)