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Speaking of the landing page, let’s take a look at it…had an 88.3% Impression Share over the last 3 months with an average ad position of 1.4. And, because they have a brand that’s quite well known in this market, that works for them.
It also lets them use their company name in the headline of their ad with more effectiveness than most companies would likely see.(Notice how they used the Registered Trademark sign in the ad—using symbols like this, when possible, can be a nice way to make your ad copy stand out from the competition.). There’s little doubt about what they want you to do: continue on to start looking at profiles, sign in if you’re already a member or hit the back button. If there are a limited number of things a prospect can do when they get to your website, it’s worth testing a stripped down, bare bones landing page like this one.
And that’s a good indication that they’ve found a profitable formula that works in this highly competitive niche.
What stood out to you about the ads and landing pages for these sites? Adam Kreitman coaches business owners on how to make their websites more compelling to their prospects.. He owns Words That Click, a firm specializing in Conversion Optimization and managing Google Ad Words campaigns for small businesses.
Instead they position themselves as a resource to help you find the top online dating sites.
(is an affiliate for the dating sites and makes money when they send singles to the sites they are affiliates for.)One thing to point out about this ad is something not many people pay attention to in Ad Words… The URL that displays with your ad (known as the Display URL) can have a big impact on Clickthrough Rates (CTRs).
The landing page they’re testing here is quite simple. Average ad position is something worth testing in Ad Words.These 4 have Impression Shares of 87% or higher (that means of ALL the searches performed for the keyword “online dating” on Google, the ads of these companies appeared at least 87% of the time).After these 4, the company with the next highest Impression Share is only showing up about 55% of the time.e Harmony seems to be one of the higher priced options in the marketplace so very well needs the extra copy to convince people it’s worth spending a little more on this service compared to lower priced competitors.Top10This site’s had an 87% Impression Share over the last 3 months with an average position of 1.7.
In addition, they effectively use Sitelinks (the blue links under the ad), which can help increase CTRs and get prospects more quickly to the most relevant page on a site.