Well, not for Google, but Graywolf has a thing or two to say about the recent Adwords changes. After his click prices went through the roof, he was advised to do the following:
“My original landing page had a zen-like brevity to it,consisting of the following elements a top graphical banner, a product description, a product image, and a â€œbuy buttonâ€. The page was an island with no way in or out to other parts of the site. After speaking with some Adwords reps on the phone it was suggested I â€œimprove the user experienceâ€ some suggestions were add alternative navigation, add more information and customer testimonials”
Now, that is just bizarre. In order to entice customers who aren’t web-savvy, and even many who are, zen-like simplicity is definately the way to go. Are Google suggesting that obfuscation is what these users really want? More is more? Then why is their own home page so simple and clean?
“In an effort to regain my lower price I made some changes to increase the â€œuser experienceâ€ the customers now started meandering all over the site without purpose, they lost the plot. To make an analogy I paid triple price for my farm animals and threw open the fence and let them wander off into the sunset. Gee thanks Google, I have to say improving the user experience pretty much sucked!”
I’m not surprised. Landing pages are a specialist craft and they take a lot of testing and experimentation to get right. I’m not sure why a) Google may want to make these more complicated than necessary and b) why they still won’t tell advertisiers what they want to see?
Just plain weird.