A landing page is the first page that visitors see when they click on your ad. It is a single web page that appears when customers click on a search result or an online advertisement. Learn how to optimize a landing page for Google Ads so search engines drive traffic to your ads and maximize your conversions.
You can think of a landing page as your virtual storefront. Like a physical store, your landing page should be inviting, easy to navigate, and equipped with everything your potential customers need and want.
Why Optimize a Landing Page for Google Ads?
Like a physical store, your landing page’s ‘location’ matters. How your traffic and customers navigate to and interact with your page matters. A well-optimized landing page will result in more sales and a better ROI for your Google Ads campaigns.
Google Ads is a great way to drive traffic to your website or landing page. But if your landing page is not optimized, you could be wasting money on clicks that don’t result in conversions.
How do you build an effective landing page that will maximize conversions from visitors into customers?
We won’t spend too much time on the basics – we’re assuming you already know how to create a landing page and you have a general understanding of Google Ads. If not, learn how to build an optimized landing page with a video.
First, let’s review some key concepts:
- Design your landing page with a video. Landing pages with video are proven to be more effective than those without. A short, attention-grabbing video is a great way to introduce your product or service and get people interested.
- Make sure to include social media buttons so people can easily share your page with their followers.
- Include a call to action so people know what you want them to do next. Make it easy for them to take that next step by including a button or link that takes them where they need to go.
With these elements in place, you’ll be well on your way to designing an effective landing page that converts. Now that we’ve reviewed the basics, let’s get into the nitty-gritty of how to optimize your landing page for Google Ads.
Pro tips to Optimize a Landing Page and Maximize Your Conversions
There are three key factors to consider when optimizing your landing page for Google Ads:
- The quality of your traffic
- Your conversion rate
- Your cost per conversion
How you manage and improve these three factors will determine the success of your Google Ads campaigns.
The Quality of Your Traffic
Quality traffic is the key to a successful landing page. You can have a well-designed landing page, but if you’re getting low-quality traffic, you’re not going to see results (conversions). There are a few ways to improve the quality of your traffic:
1. Target your audience with precision
When you create your Google Ads campaigns, make sure you’re targeting the right people. Use demographics, interests, and other factors to make sure you’re reaching the right audience.
To find your target audience, start by thinking about who your ideal customer is. Then, use Google’s targeting options to reach those people.
Keep in mind that not every person who clicks on your ad will be a quality lead. But if you target the right people, you’ll see an improvement in the quality of your traffic.
After you’ve targeted your ideal customer, make sure you’re not wasting money on clicks from people who are not interested in what you’re selling.
2. Use negative keywords
Negative keywords help you filter out traffic that is not relevant to your landing page:
- If you’re selling women’s shoes, you would want to use negative keywords like “men” and “boys”
- If you’re marketing vegan pastries, you want to use negative keywords like “meat” and “dairy”
This will help you avoid getting clicks from would uninterested people and maximize your conversions.
3. Write compelling ad copy
Ad copy is the text that appears on your ad. It’s important to write compelling ad copy that speaks to your target audience and tells them what you’re offering. Well-optimized ad copy should include numbers (stats and prices), mirror search intent, and explain your product’s benefits.
Your ad copy should be clear, concise, and persuasive. It should also include a call to action so people know what to do once they click on your ad.
4. Send people to the right landing page
Make sure you’re sending people to a landing page that is relevant to your ad. For example, if you’re running an ad for dog food, your landing page should be about dog food.
Your Conversation Rate
Your conversion rate is the percentage of people who take the action you want them to on your landing page. A good conversion rate is 2-5%.
If your conversion rate is below 2%, you need to improve your landing page. There are a few things you can do to improve your conversion rate:
1. Make it easy for people to convert
The conversion process should be simple. Your call to action should be clear and easy to find: a button in a unique, bright color that is easy to click on.
Pro tip: Most internet traffic is mobile, so your landing page should be mobile-friendly.
Remember, don’t overwhelm your customer with too many calls to action or too much information. Your landing page is not your company website. Optimize your landing page specifically for your Google Ads campaigns to maximize conversions.
Learn about the difference between landing pages and websites here.
2. Use strong visuals
Use high-quality images and videos to grab attention and keep people engaged. I recommend embedding videos via YouTube or Vimeo. Directly hosting/uploading videos can result in large file sizes that will slow down your landing page.
A slow landing page results in a poor customer experience and a high bounce rate.
3. Offer something of value
People are more likely to convert if they feel like they’re getting something of value in return. Value is based on benefits, not features. Features are the specific characteristics of your product; benefits are what those features do for the customer.
For example, a feature of a landing page builder is that it allows you to build landing pages without having to code. The benefit of this landing page builder is that it saves you time and money.
Pro tip: Your ad copy should highlight your product’s value and benefits.
4. Build trust
Your landing page is a potential customer’s first (or second) impression of your company or product. It is the first tool that helps you build trust with your audience.
To build trust with customers and maximize conversions, offer immediate value. This could include offering a discount, a free trial, or exclusive content.
Make sure your landing page includes elements that build trust, such as testimonials, customer reviews, and security badges. These elements form your company’s identity and establish its credibility. Be sure to prominently feature your company name, logo, and contact information.
Pro tip: Landing pages without trust signals are less likely to convert.
5. Test, test, test
It’s important to test different versions and see what works best for your audience. Try different headlines, images, videos, calls to action, and offers to see what converts the most people.
Your Cost Per Conversion
Your cost per conversion is the amount you’re spending on each conversion. The normal cost per conversion is $1-$5. There are a few ways to lower your cost per conversion:
1. Improve your quality score
Your quality score is a measure of how relevant and useful your landing page is to people who click on your ad. The higher your quality score, the lower your cost per conversion will be.
Google Ad quality scores range from 1-10, with 10 being the highest. A quality score of 7 or above is considered good. If your quality score is below 7, there are a few things you can do to improve it.
2. Use relevant keywords
Use keywords that are relevant to your landing page and match the intent of people who are searching for those keywords. For example, if you’re selling tennis shoes, your landing page should include keywords like “tennis shoes,” “athletic shoes,” and “sneakers.”
Pro tip: Group your keywords by product or theme to maximize conversion.
Don’t stuff your landing page with keywords. Google will penalize you for keyword stuffing, which will lower your quality score. Instead, use keywords thoughtfully and sparingly to improve your quality score and lower your cost per conversion.
3. Test, test, test!
Constantly test different elements of your landing page to see what works and what doesn’t. A/B testing is a great way to do this. Try changing one element at a time and see how it affects your conversion rate.
The best way to conduct A/B testing is to use landing page software that allows you to quickly and easily create landing pages and conduct A/B tests. Our favorites include Unbounce, Instapage, and Postclick.
Remember, Optimize to Maximize
Follow these pro tips to optimize your landing page and maximize your conversions. Google Ads can be a great way to generate leads and sales for your business, but only if you’re using it effectively.
Make sure your landing pages are optimized, and you’re well on your way to success with Google Ads. Happy landing!
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