Are broken landing pages hurting your SEM campaigns?
How often have you landed on an error page or, a page with a ‘product not found or out of stock’ message after clicking an ad? The experience is the same as visiting a store after seeing the promotion of a product only to discover it is not available. It is a very bad customer experience and you’ll probably think twice before visiting that store or site again. As an advertiser, you lose money by paying for a click on an ad that leads to a broken landing page. You also lose a potential customer because that customer may not visit your site again.
When an ad is created, as part of the approval process, Google checks if your ad leads to a functioning landing page. However, it only checks if the page is working and not if the ad leads to a product out of stock page. Once an ad is approved, even if the landing page stops working, Google will still continue to show your ads.
The result is that these ads keep running and accruing costs and there is no way to detect and pause them. While optimizing AdWords accounts for our clients, we found that this was a very common problem especially for large shopping and ticketing sites. Due to the size of the accounts, it is not possible to manually check the landing page of each and every ad. That is when we decided to build the Landing Page Sentry.
The Landing Page Sentry automatically checks the landing pages of all the active ads in your AdWords account. It pauses ads leading to error or out of stock pages. It also re-checks these ads and resumes them when the page starts working. All this at the click of a mouse! Read more about Landing Page Sentry here.