Bad landing pages can tank even the most beautifully constructed
AdWords campaign. For many small businesses, the prospect of tackling
landing page optimization on top of managing bids, keywords and ad copy
can be daunting. To help marketers gauge the performance of their
landing pages, WordStream, a paid search management platform for SMBs,
launched a free AdWords Landing Page Grader.The tool is designed to give site owners benchmarks on how their
landing pages stack up against others in their industry with similar ad
spend.
Like the company’s AdWords Performance Grader, the Landing Page
Grader uses OAuth to establish a one-time, secure connection to the
user’s AdWords account. Users need to identify the industry of the
business for the benchmarking to be relevant.
The tool analyzes the landing pages actively used in the account and
provides a performance report on factors including conversion rate,
keyword relevance, mobile optimization and best practice landing page
elements. Metrics are shown alongside industry benchmarks to provide
insights on whether a conversion rate, for example, is actually any
good.
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