It’s a different thing altogether to be able to attract potential customers to click on your AdWords ads, and to get them to buy your product or service. Also, remember that the moment that a user clicks on your ad, you’re already paying for that click! So it’s best to be able to recoup your investment in advertising by actually seeing a sale push through.

It’s bad enough to have people arrive at your website, but leave just as quickly because they don’t find anything on your site useful at all. It’s even worse if your landing page doesn’t work!

We already said earlier that you should make your landing page specific enough to the product or service you’re advertising, and not point to your main, generic website. Here are some more specific ways to make sure your landing page is optimized for people coming from clicking your AdWords ads.

Navigation. Make sure your website is usable and navigable. Users would only leave your site if they can’t find what they’re looking for, such as the “buy now” link, product descriptions, reviews, and even pictures (where applicable).

Be specific. Specify what it is exactly you’re asking of your reader. Are they buying a product? Are they subscribing to some newsletter or information page? Be helpful.

Highlight your strengths. Customers are always looking for the best points in a company, product or service before actually buying. Be sure to highlight on your landing page what you think your best points or advantages are. Do you have the lowest price? Do you have the best product? Do you have 24/7 support? Do you have the fastest shipping turnarounds?

The point is that you should make it as easy for your customers to purchase your products, acquire your services, or simply stay on as a loyal customer or reader (if your site’s purpose is as such).

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