PPC Landing Pages - How Do You Compare?
Search engine marketing software WordStream recently introduced a tool for grading landing pages designed for Google AdWords campaigns.
The tool is designed to help advertisers identify missed opportunities on their landing pages and discover ways they can improve page performance. Wordstream's AdWords Landing Page Grader offers a diagnostic view of sorts, providing metrics such as conversion rate, keyword relevance and mobile optimization.
What is interesting (and arguably most valuable) is that the data is framed within the context of standardized industry benchmarks so advertisers can essentially see how their campaigns are performing compared to their competition. As you are likely well aware, poor performing ad campaigns can often be attributed to the quality of the landing page where prospects are sent - knowing how you compare can show whether it's your page or if conversions are just difficult to obtain in a particular niche.
After the analysis is complete, the tool also provides guidance into how advertisers might refine their pages to maximize conversion, whether Web forms are optimized for conversion, and comparisons of keyword frequency versus AdWords spending.