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  1. Joseph Clements

    Great article as usual. I’ve been studying for the Google Display Advanced and came across this line in Googles help file just after reading your post.

    “If you are placement targeting certain sites, consider tailoring the color scheme of your display ads to match the publishers’ pages. If your ad looks unattractive or out of place on a page, users will be less likely to click on it. It’s more important to match the sites that you’re targeting, than to match your landing page.”

    Especially the last line. I think your post made a lot of sense, especially the highrise example, do you think Google’s advice is wrong, or are there certain circumstances where you would go against what you advice in this post?

    My take is that Google’s advice might increase CTR but not conversions but would love to hear your thoughts


    1. Peep Laja Peep Laja

      Google earns money when people click on ads. Their advice is how to create your ad in a way that gets more clicks.

      You make more money when your landing page converts better – and scent is part of it.

      If you’re just getting more clicks, but not so many conversions, you’re losing money (and Google is making money).

  2. Oliver Stark

    Great article, shorter than usual, which is good for me today :D
    What I understand there for myself is how important it could be for my ads to incorporate a picture…!
    I do adwords amongst other things, but without any pictures.
    In what kind of businesses would you advice to ad pictures ? Because it makes the creation of a scent much easier I feel…

    1. Peep Laja Peep Laja

      You can use display ads (with photos) for any business – from billing to windshield repair to pre-schools. Doesn’t matter.

    2. Oliver Stark

      Many thanks, and by “You can”, maybe you mean “You should”…right ?

    3. Peep Laja Peep Laja

      You need to identify what works the best for you, and focus on that. It’s impossible to know in advance how it’ll work for your business, and it mostly depends on the execution.

    4. Oliver Stark

      Peep, I love your new splashscreen “Don’t get Peep angry, enter your bloody email”.
      I feel you are going to explore this direction more and more for your communication and it’s going to be fun ;)

  3. Christina Botto

    Another great article. Thanks for emphasizing the mandatory link between the advertisement and the landing page, we all need to hear this often! It is too easy to get caught up in catchy phrases to get clicks….

  4. Great article. New way to think about a concept I think has been developing for a while. Article helped me organize my own thoughts about this in a more concrete manner. Now that is is clear, seems like such basic common sense to me! Thanks!

  5. Sadha Kaif

    Great Post Peep. This article is really very informative to all especially to freshers like me. Keep sharing such posts regularly.

  6. Chris

    Hi Peep,

    Thanks for another great article.

    Would you suggest investing in some landing page personalization software to match the ad copy on the landing page to the searchers’ keyword(s)? A few of the text ads > landing pages reviewed (ex. Kashflow) looked like they were using Adwords dynamic keyword insertion, so there was no simple way for those landing pages to match the ad copy outside of using additional software. Or on the flip side, should PPC managers avoid using dynamic keyword insertion unless they can match the landing page copy to the keyword used? I know it’s a case by case basis thing, but what would you suggest for most of your clients to keep the scent fresh?

    1. Chris

      I guess I should elaborate – outside of creating multiple landing pages per keyword trigger, per ad group, per campaign – which could be just as (if not more) cost prohibitive for a SMB as some personalization software.

  7. Spook SEO

    Awesome tip about the trigger keyword. My first rule of thumb when increasing conversion rates is to give a page 1 goal only and remove all other distractions to that goal. That way, the prospect will end-up doing the set goal on that page. Its worked wonders for me so far but I think I’ll give trigger words the same value. It makes TOTAL sense! Great post!

  8. Great article. Those are perfect examples of companies totally blowing it, and those are ones that are savvy enough to have online ad campaigns.

    I ask this question all the time: “Why the hell is the user landing to a generic page when the search was specific?”

    I’ll tell a search engine or company exactly what I want–and don’t–and feel sometimes like the result comes from the Magic 8 Ball. Dear big data & digital ad companies: give me what I want. That’s your job, and when you do it right we’re all better off.

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Give Your Advertising ROI a Serious Boost by Maintaining Scent (11 examples)