Here you’ll focus on tracking the performance of your ad campaigns and tracking your conversions.
The Conversion tracking tool, provided by Google shows you what happens as you get clicks on your ads.
If you made a prospect click on your ads, now they need to see what you have to offer. If this has nothing to do with the ad (due to its irrelevancy), or if the landing page is confusing, they will go back and carry on with their lives as if you never existed. You don’t want that to happen.
You can do everything right, but if the landing page sucks, no one will convert.
The first thing you need to do is remember this: Never take people to your home page, always take them to your product page.
There are a few rules of thumb you need to follow to have a high-converting landing page:
Ensure the primary headline of your landing page matches the ad visitors clicked to get there. If your ad says ‘Casual Shoes for Men 50% Off’, the landing page must be called either ‘Casual Shoes’, or ‘Casual Shoes on Sale’.
Make your call to action (CTA) big and position it above the fold. This is valid both for your Adwords landing page and for your product pages. Make sure to display your ‘Add to cart’ button prominently and above the fold.
A landing page should have a single purpose and thus a single focused message (i.e. buy). If you take them to your product page, and this page is already optimized for conversions, you’ll be set.
If not, fix your product pages and then use them for your Adwords campaigns.