Google Moving to Google AdWords A Hands-On Guide for Prem Manuel d'utilisateur télécharger pdf (Page 18)

6. Optimize and manage

your campaign

Build landing pages that convert

Create customized landing pages for each keyword, ad creative, or group of

ads, so that when users respond by clicking through to your landing page,

they bene t from:

The most relevant page. For best conversion results, make sure the landing

page pertains to your ad creative and features your keywords, so users see

that it’s relevant to them.

Intuitive navigation. Make it clear and easy for users to  nd what you

promised in your ad.

A positive clickthrough experience. To encourage users to keep clicking,

we require that your landing page be working at all times and enable users

to return to Google search results by clicking once on their browser’s “back”

button. We also don’t permit ads that generate pop-up or pop-under windows.

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Google Moving to Google AdWords A Hands-On Guide for Prem Manuel d'utilisateur Page 18