Are your AdWords ads taking customers directly to the page they want? Our experts explain why deep linking can improve your Quality Score and increase conversion rate.
Deep linking means linking your ads to landing pages that are as relevant as possible. Highly relevant pages are likely to be ‘deep’ within the structure of your site, hence the name.
Deep linking is important because it makes things easier for your users. Site visitors are less likely to ‘bounce’ and more likely to buy when they land on a page that’s relevant to their search query.
What’s more, it helps increase your Quality Score, because your landing page content will likely be more relevant to your keywords and ads.
With some exceptions, the ‘deeper’ the link, the better. For example, let’s say We-Love-Jackets.co.uk has an ad that appears for the keyword ‘men’s blue jackets’.
They could link to:
Visitors who click on this ad will be taken straight to the category page for men’s jackets, filtered to show blue jackets only. This is obviously highly relevant to their search query, so puts these customers in a prime position to convert.
Customer intention is key. It is possible to go ‘too far’ when deep linking, bust as long as you match keywords, landing pages and the intentions of your customers, you shouldn’t have any problems.
For example, it would be unwise to link an ad for ‘men’s blue jackets’ to a specific jacket product page – you can tell by the keyword that the customer isn’t yet sure exactly which jacket they want to buy.
Similarly, if a customer searches for ‘men’s jackets’, you should send them to the top-level men’s jackets category page. Only if they are obviously searching for a specific product – like ‘Anchorman on DVD’ – should you send them to a product page.
Think about ad text: Just as customer intention should guide your deep linking process, it should also influence the way you write your ad text. Make sure your ads creative reflects ad foresees the content of your deep-linked landing page.
Think about structure: Deep linking goes hand-in-land with account structure. Are you find the most appropriate landing page link for each ye word, you may find you have to restructure your campaigns and ad groups to allow for flexibility.
Remember, it is always useful to have your website’s sitemap to hand when deep-linking URLs.
This post is adapted and abridged from our FREE eBook – The Best-Practice Guide to AdWords Audits: Part One.
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