Google Ads and The Power of the Landing Page
They say the landing page of your website makes or breaks your customer. That’s where the funnel starts, not anywhere else! So let’s say a customer sees your Google ad and clicks on it. Where does it land them? On your landing page, of course.
You can run a ton of hyper-efficient Google Ads all you like, but if your landing page is not up to the mark, the user will not convert into a lead or sale.
Find out why and how you can keep optimise your landing page to make the most of your Google Ads.
What are Landing Page Optimisations?
In layman’s terms, it is the practice of improving the performance of your landing page, which in turn increases conversions. So how does one do that?
For starters, you can make sure that your landing page is relevant to the keywords and the ad copy that you are running. You also have to ensure that it is clear, concise, and has a strong call-to-action for sure-shot conversions. Finally, you must make sure it is optimised for mobile devices such as smartphones and tablets.
What are the Benefits of Landing Page Optimisations?
Excellent question! You see, by having your landing page optimised, you are directly increasing the efficiency of your Google Ads results. Really, you are!
By increasing landing page optimisation, you can get the following benefits:
- You can improve your conversion rates
- Your quality score will increase
- Your Cost Per Acquisition (CPA) will be lowered
- You gain a greater ROI
But that’s just surface-level knowledge. To make sure you really understand the power of Landing page optimization, we have explained everything in this article so you don’t have to waste your time searching for it anywhere else.
A Breakdown of Essential Elements of Landing Page Optimisation
We have already talked about them in the paragraphs above, but we will discuss them in detail here.
1. Relevance to Keywords & The Ad Copy
A good landing page contains elements that make it relevant to the Keywords and Ad Copy that are being used in Google ad campaigns. You can do that by making sure the content, images, and any other interactive elements on the page are related to the search terms people are using to find your ad.
2. Clear & Concise Copy
As much as we would like to think, people don’t spend much time reading content on our websites. It must speak to the user and call them in. You can achieve this effect with clear and concise content which tells the user what they want to know. Make the headlines, body text, and CTA must all be easily digestible for the eyes and mind.
3. A Strong CTA
Your CTA is one of the most vital elements on your page, which invites a visitor to become a customer. Its strength matters above everything else! Make it as appealing and captivating as possible. Make it hypnotic and charming. It must be able to make magic happen while still remaining relevant to the overall theme of your page.
4. Optimised for Mobile Devices
92.3% of internet users access the internet via mobile phones and over 55% of web traffic comes from mobile devices. Imagine if your landing page is not optimised for over 55% of your potential website traffic. So it goes without saying that your landing page must be responsive to mobile devices. If it looks good on all screens, then you have achieved a much wider reach.
Pro Tips to Improve Your Landing Pages
Some pro tips that can help you increase your landing page optimisation are as follows:
1. A/B Testing Different Versions of Your Landing Pages
If you want to optimise your landing page, A/B testing is one of the best techniques to use. Not only does it allow you to improve performance, but by creating multiple versions of the same page you can obtain valuable insights and data. This will help you identify the elements that work for you.
When going for A/B testing, always remember to:
Create Variation in your Content
From headlines to body content and all the way to subheadings and CTAs, try to experiment with multiple things. Adopt new approaches for your users to see what the audience likes or dislikes.
Design & Layout
Visual elements make a lot of difference, so experiment with different layouts, color schemes, and visual elements to see what your target audience likes. If it enhances user experience and encourages desired action, you have hit the jackpot. Your optimal configuration will take some time and tinkering, but keep at it.
If you are doing A/B testing, try to do it incrementally. It means changing one or a few elements at a time instead of making massive changes. This will help you keep track of the impact you are making with each variation, helping you pinpoint the elements that are influencing users positively.
Define Your Goals
You must have a goal in mind for you’re A/B testing, and if you focus on that particular goal and the metrics associated with it, you can measure the success of your tests via the impact each variation is creating.
Scaling Changes Successfully
As you keep identifying the changes or variations that get you your desired results, consistently implement those changes and monitor the performance of your page continuously. This is to sustain the performance of your page and keep iterating whenever you need to.
Overall, A/B testing is a process that is both incremental and iterative. Keep monitoring your page to determine what resonates with your target audience. This will help you improve the engagement of the users and increase the conversion rate all the same.
2. Performance Tracking
Tracking the performance of your landing page is vital, as it helps you analyse the performance of the page. With the data you will acquire, you can understand what increases or decreases the effectiveness of your pages and make decisions accordingly. If you want to track the performance of your landing page, you can:
Identify Changes that Drive Success
Performance metrics such as CTR, time on page, and conversion rates are all valuable metrics that can help you analyze the impact of the changes you make to your page. They help you identify the changes that successfully impact your landing pages and what your audience likes.
Identify Areas that Need Optimisation
The aforementioned metrics can help you identify the areas that are a hurdle in the conversion process. Identifying them can help you streamline your landing page journey to make the overall experience more engaging for the user.
By implementing conversion tracking tags or codes on your landing page, you can keep track of a specific action taken by the users or visitors. It may be signups, form submissions, or purchases. Overall, it helps you measure the desired outcomes that determine how successful is your landing page.
Heatmaps and User Recording
If you use heatmaps and tools to record the user activities on your page, you can visually analyze their behavior on the page. They will tell you the areas that are most visited, clicked, or scrolled by the users. Even better is user recording, which records their actual sessions on the page, allowing you to see how they navigate on the page.
Overall, these methods will provide you with a deep insight into how effective your landing pages are. You can then make data-driven and informed decisions to improve the performance of the page to achieve your desired results.
3. Is it Better to Keep It Short and Crispy?
Long-form content is becoming less popular due to the use of mobile phones, which is accompanied by the shorter attention span of users. This has given rise to content for ads to be more concise and focused.
There still is a time and place for long-form content but the use of it has decreased over time. If you understand your target audience along with the objectives of your campaign, you can determine yourself whether you need your ad copy to be longer or shorter. Remember, your goal is to grab attention, effectively deliver the value proposition, and derive your audience to take your desired action.
Landing Pages Will Always be an Important Part of Success in Your Google Ad Campaigns
In the world of Google Ads, landing page optimisations are one important key to unlocking success in any advertising campaign. This article highlights the significance of optimising landing pages for relevant keywords, clear messaging, strong calls-to-action, and mobile responsiveness. By implementing these elements, you can maximize conversion rates, lower costs, and achieve a higher ROI. If you are not sure how you can achieve this effect, we are here to help at Dingo Digital, your transparently different digital marketing agency.