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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 46. Best practices for landing page excellence

You have only a few moments to convince people who’ve clicked on your ad that your company can meet their needs. Here are some tips for making sure your landing page actually converts the folks you’ve paid the search engine to deliver.

Messaging—How much copy is on your landing pages? How much is right? Some products or services lend themselves to longer copy, and others work better with short. Copy style is also critical—remember to define a tone, voice, message, structure, and personality appropriate to the product and brand essence.

Merchandising—What images accompany the product or service offering? With apparel, for example, images of the product might include a model who’s wearing ...

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