Use Localized Landing Pages for Paid Search Success

October 3, 2014 Olivia Mitchell

local landing page development

When I need to go shopping for a specific item (like new shoes), I tend to research products online and see where I can find them at a nearby retail location. I’ve often thought how amazing it would be to find retail location’s page in a search result and see what they have in stock, as well as their operation hours and promotions. Instead, I end up going to my closest location and leave disappointed because I couldn’t find exactly what I wanted. 

This situation highlights the opportunity for you to provide localized landing pages to your network members when they are enrolled in paid search campaigns. These pages can be created to support your branded specials or promotions online. 

The reason that search engines like Google and Bing are so successful is that they provide relevance and convenience for users. Search engines want to provide their users with the best relevant results and this is true even for paid search advertising. They are able to deliver content that is better aligned with query intent and geographic relevance by incentivizing advertisers to produce landing pages and ads that are consistent with the keywords that trigger them. If your brand is bidding on phrases with specific intent, they should have ads and landing pages that match that intent. 

The goal of these pages should be to attract customers like me, so when I search for the fabulous new sandal from Tory Burch, I can learn which local stores have them in stock and in my size. 

Here’s what to keep in mind when creating a landing page program that your network members, users and search engines will all love. 

  1. Build a Separate Page for Every Location

Localized search queries are the new norm, especially due to increases in mobile device usage.  If you create individual pages dedicated to each store location, there is a far greater chance that consumers will easily find those businesses online and potentially purchase your product or service. This will also improve the relevance of the terms used to the ads served and the landing page destination. This effectively will lower your cost of advertising in the search engines and provide the ad with a better chance of ranking in one of the top spots. 
Creating a page for every location can be daunting, but can be simplified by creating templated pages and dynamically inserting the localized information. 

Make sure that this dynamic insertion does not happen on the fly when the actual page is rendered. This will tank your relevance flow that I mentioned above, driving up cost and lowering your position among other paid ads. If you are dynamically inserting content on the landing page, the search engine could “read” your page before local information is inserted, omitting any relevance advantage. Instead, create a template and dynamically insert the localized information before the URL is used in a paid search campaign. 

  1. Add links on each landing page

Some marketers have a habit of removing all links from landing pages that are used in paid search advertising. They want to “trap” the visitor into taking a desired action, but visitors don’t behave that way anymore. Consumers are more savvy with their online experience, and they will abandon the page with no action at all if you don’t let them gather information at their own pace. Allow them leave the page and research a bit on your website or your local partner’s website. They will commit to an action on their own time. Don’t force it.

Each landing page should have links to the location’s social media and online review pages. This way, shoppers can connect with your business through other portals. 

  1. Ensure that your pages are complete

A complete landing page is one that displays a store’s name, address, phone number, operation hours, available relevant inventory, and current promotions. This may seem obvious, but these tidbits can be easily overlooked. Make sure your pages are produced so that customers know the essentials. First impressions can make or break the lifecycle of a prospect, so ensure that all of your landing pages render correctly with all required information.

  1. Pay attention to visual details

Although a landing page may contain basic information, its design should not be ignored. Need help? Our articles to give you tips on how to design the perfect landing page. Start with part one before moving on to part two. Make sure you are creating landing pages that catch the eye and engage your potential customers. As stated above, first impressions are key to the success of the landing page. 

  1. Make landing pages mobile responsive

It is no secret that consumers are on-the-go and tied to their mobile devices. Your business has to be just as flexible. Your landing page has to be mobile-friendly so that shoppers can find you no matter where they are, and this is especially true for localized landing pages. 

  1. Include Analytics and Conversion Tracking

Knowing what works and what doesn’t enables you to make intelligent decisions regarding budgeting and future campaigns. Make sure that you have corporate-level analytics on all of your landing pages. If you can’t put analytics coding on a partner’s website, at least ask for read-only access of their analytics account. You must include as many localized landing page statistics in your data set as possible to make actionable deductions about your paid campaigns. This data should not stop at visits. It must also include bounce rates, time spent on the page, and relevant conversion data. 

With these elements in place, you are ready to roll out successful landing pages to your network. One final tip: Make these landing pages free for your channel partners. This will justify your level of control over the message and lower the barrier for entry among your partners. The more members that enroll, the more geographic areas your brand can cover in paid advertising campaigns. After all, there are no geographic boundaries on a fabulous pair of shoes. 

Related Content: 
Landing Pages
PPC Advertising
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Providing Localized Landing pages to your network members that are enrolled in paid search will help your brand cut advertising budgets and engage more customers online.

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