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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Choosing landing pages

Your landing page or the destination URL is the website's URL you choose to take visitors to after they click on your ad. It should match the user's query and be as general or as specific as the keyword it is matched up with. Most visitors only spend seconds on a website before they decide if they should stay or leave. Taking your visitors to the right landing page helps you ensure that they find what they are looking for and do not bounce after clicking on your ads.

Getting ready

Familiarize yourself with your website's URL structure. Next, match the list of your AdWords keywords to the most relevant sections of your website. You can divide up your keywords into groups or themes and pick a URL on your website that best matches ...

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