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You spent hours building the perfect Instagram ad. You ran the copy by all your friends and family, the creative attracts attention, and it gets your message across. You have a well-targeted audience using retargeting tools like lookalike audiences and your Facebook Pixel. Your ad is getting clicks and views...but for some reason, the ad isn’t converting. The issue may be your landing page. It’s our opinion that the landing page should have equal, if not greater, time expenditure. After, all, you have unlimited freedom as to how this page will look as compared to an advertisement where you are limited on everything. Your ad’s landing page needs to have the following characteristics: 1. Simple URL That Explains the PageThe first thing you need to do is name the page something that says what it is. If you are running an ad to get people to sign up for an online class you are offering you should name the page something like yourwebsite.com/onlineclassinfo. Platforms like Facebook will show your URL in the ad, depending on your campaign settings, and you want to use every inch of space they provide you in your favor. Thoroughly naming a page like this will help you down the road when you need to find it quickly or turn an ad back on without opening the ad up to see which link it is sending traffic to.  2. The Same Look and Feel as Your AdThe best way to make an ad is to start the process from your customers point of view. Imagine you saw a beautiful ad and clicked on it to make a purchase, only to come to a landing page that looked clunky, possibly spammy, or used different art than the ad you clicked on. This would give you some pause. It could be the reason your ad isn’t working! If you have a really nice piece of creative content, use it at the top of the landing page. Stick with the same color schemes and language style you used in the ad on your page. People love consistency. It’s the quickest way to gain trust. All of your marketing from top to bottom needs to have the same look and feel.  3. Tracking and AnalyticsIf you are a seasoned advertiser on social media and Google you will not need to make any changes regarding this. For those just starting out, you want to make sure you have the Facebook Pixel installed if you are running FB or IG ads and Google Tag Manager properly installed on your buttons and pages if you are running Google Ads. You can follow these steps to install the Facebook Pixel. You can read this webpage to learn more about Google Tags and how to install them. You can also always call the pros at Mad Mango Marketing and we can take care of this for you quickly. Installing these on your site will let you track how many page visitors you are getting and where they are coming from. You will also be able to use this information to create new audiences. Now you can have a top of funnel ad that shows to everyone who has an interest in what your class teaches and a lower-funnel ad that only shows to people who have visited your webpage, filled out the form, watched a certain percentage of your video, or endless other tracking options! 4. A Form or Something to Gather InformationIf you are selling a product this will come naturally at check out. For example, posting this ad to get people to sign up for our online class, you will want to install either a lightbox (image below) on the site or a form for individuals to give you their contact information.  We recommend against lightboxes as they can come off as spammy. For this example, however, if you are selling a product you may want to offer a discount in exchange for an email or phone number. There are many great plugins for building lightboxes that are free to install. 5. Additional Content by way of an Infographic or VideoLike we mentioned in the beginning, a landing page has no restrictions as compared to an ad. We recommend to all of our clients that they give some additional info underneath the sign-up form. Video and infographics are hot right now. You can hire someone for cheap on sites like Fiverr to create these for you.  What this does, besides providing additional info, is it keeps the user on the page. Seeing how all things online play into SEO, you can actually gain some great SEO juice by keeping people on the page. Time spent on-page is a big factor for Google. If visitors are spending longer amounts of time on your page because they’re watching a video or reading an infographic, this will signal to Google that your site is providing value and deserves to be ranked higher!
So there you have it! A few key factors on what makes a good landing page. It is easy to get caught up in the building of the ad or finding the right copy. Make sure your website and landing pages are getting the attention they deserve and contact Mad Mango Marketing today!
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Bad backlinks will bring your sites credibility down. In turn, good back links will increase your site's reputation. How do we decide which links point to our side? If you have even surface level knowledge of SEO you will know about the Google Disavow Links Tool. You also know that it isn’t a tool that should be used lightly. Using this tool without proper knowledge between good and bad links and be very harmful to your sites standing. The purpose of this article is to provide a history of the disavow tool, explain how you use it and define the difference between good and bad links. What is the Disavow Tool?Created in 2012, Google’s Disavow Links Tool lets you tell Google to ignore specific backlinks for ranking purposes.  The decision making that goes behind choosing which links should be disavowed and those that should be kept is very complicated. Google's intent behind creating this tool was to clean up spammy looking links to garbage or irrelevant sites. Google had created a sort of prototype of this technique in 2005 by introducing the “nofollow” attribute. As the name suggests, you would use this tool to label links and spammy link comments as “no follow” to tell the Google crawlers not to trace back to their link. Years later, to serve as an improvement upon this Google released Google Penguin algorithm.  Penguin served as a filter which all search results had to pass through before being presented to a user. Though this algorithm was not without kinks. Some of these links which Penguin would scan and then deem unfit to present would be penalized. Sadly, since it was not perfect some non malicious sites would get penalized and the penalty would exist for months before being resolved. Google search console would alert webmasters if there was a pattern of unnatural or deceptive looking outbound links. This penalty could have such an effect on a site that when a single webpage was demoted, the entire site would feel the wrath. Google noticed this and attempted to adhere to the savvy web builders like you and provide us with more control over our sites. Thus the disavow tool was born! In this first version of the tool, webmasters gained the ability to manually disavow links which they deemed as spam but ONLY after Google's automated methods had been exhausted. So next came the question is disavowing necessary? And if so when? When Should you Disavow?What constitutes a “bad guest post” Or a “bad” directory as compared to good ones? To answer that, here is a direct quote from Google... “Any links intended to manipulate PageRank or a site's ranking in Google search results may be considered part of a link scheme and a violation of Google’s Webmaster Guidelines. This includes any behavior that manipulates links to your site or outgoing links from your site.” A good collection of principles to keep in mind are as follows: Does this link bear any relevance to my business or could in some way benefit my site users? Is the soul purpose of this link to increase my SEO standing? Is there potential to generate customers from this backlink? High quality links are rewarded for good organic content. Again another quote from Google “Links are usually editorial votes given by choice, and the more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it.” As I’m sure you and most of our SEO community agree, these two quotes seem very subjective.  Still, some links are inherently bad and taking the time to investigate their individual pages and root domain can help to see if they are coming from any sort of link building service or not.
Here are some clear sources of bad links: Paid Links Google targets a subset of paid links: non-editorial, dofollow links that are clearly designed to pass PageRank. While some paid links may be difficult to detect, there are a few red flags:
Private Blogging Networks (PBNs) Google has begun taking action against sites participating in private blog networks since 2014. Private blog networks are groups of people who have reached an agreement to participate in link sharing to one another’s websites. These blogs often have exact anchor text that can quickly tip off Google. Low-Quality Directories When looking at which directories you’d like to include your business on, ask yourself this. “Do I trust this service to present my business to users and will users even be able to visit this directory? If the answer is no then the directory is most likely low quality. Comment and Forum Spam Commenting on relevant niche sites with a backlink to useful or relevant content is both allowed and encouraged by Google. This fall off to this method is time. This process can be very difficult to automate making it inefficient. Not to mention most sites now make their comment section “no-follow.” Hacked sites This is our most straightforward example, obviously. You want nothing to do with a website which appears to be compromised. These are the big bad hackers Google is looking to take down and you wouldn’t want to be on the ship with them when it sinks. (It’s illegal) Negative SEO Negative SEO is the most common and malicious practice of poor link building. There are services which can be used to send hundreds of backlinks to a website in a short amount of time in order to frame you as paying for them yourself. This can be done with the intent to knock down your website, usually led by a competitor with something to gain. |