How To Optimise Landing Pages For Google Ads

Landing pages are the foundation for all good Google Ads campaigns. Why? Because they are the crucial link between clicks and conversions. If your paid advertising is doing its job getting people to click through to your website, your landing pages need to be doing their job and converting those clicks into leads or sales.

Developing a good landing page strategy will help you achieve the best possible online marketing results for your business. Read on for more on why landing pages are so crucial and how you can optimise landing pages to get the best results from your Google Ads campaign.

What Is A Landing Page?

A landing page is a page on your website (other than your homepage) that exists solely to convince visitors to carry out a specific action. This may result in generating a lead, making a sale or simply collecting information. A landing page can also include offering something of value such as a special deal, more information or free trial in exchange for the action the page wants you to take.

Now at this point, you might be thinking isn’t that what my homepage is for? Your homepage is not a landing page. A homepage offers a broad view of your business; acting as a like a storefront or reception area allowing the customer to get an understanding of who you are and what you offer. A landing page is more like taking your customer to the specific aisle in the store and showing them the product they are looking for and explaining why they should buy it now.

Seeking to target a more specific audience, landing pages lead the customer straight to what they want and encourage them to take action. Think of like this – instead of the homepage asking “What do you want to do?” the landing page says “This is what I want you to do!”

Why Are Landing Pages Important?

Landing pages refine, improve and increase the efficiency of your customer experience. They are important because it is their job is to enhance the opportunity to create conversions and build your customer base.

For a Google Ads campaign, this also means getting the most out of your Pay Per Click spend. When a customer clicks on your carefully thought out ad, and you’ve already paid for this click, why not make the most of it with a purpose-built landing page that helps increase the likelihood of this click becoming a sale.

Top 5 Tips For Optimising Landing Pages

Now that you know why landing pages are important and what they do, its time to work on making your landing pages the best they can be! Here are our top 5 tips for optimising your landing pages.

1. Deliver on Your Promise

Make sure your landing pages perfectly match the ad and its keywords. Surprisingly this is one of the main things that people get wrong when creating landing pages, they tend to go off on a tangent or try to build a multipurpose page. Landing pages are all about getting customers to follow through if people don’t immediately find what they were looking for they are very likely to leave and move on to the next option in their search results.

The number one rule of good landing pages is that they must match the keywords and the implied promise of your ad. People do not want to click through to a page that is now showing them something completely different from what the ad just promised them. This is not only a waste of their time but a waste of your money in PPC’s.

2. Keep It Simple

Make it quick and easy for customers to carry out the action your landing page wants them to take. People don’t want to have to dig around or scroll up and down searching for the information they came for.

Put all the important details like contact details, call to action buttons, forms, relevant imagery, product or service benefits etc. towards the top of the page (above the fold) and make sure they intended action is easy to understand. Always avoid the use of pop-ups or other types of ‘are you sure you want to leave the page’ type suggestion boxes, these are not helpful.

3. Think Mobile-Friendly At All Times

Ever tried to fill out a form on your mobile device while on the go? Unfortunately, this is not always the best experience.  Paying attention to these kinds of details will mean a better customer experience, and better chances of them sticking around to complete the action you require.

As a general rule of thumb, if the landing page is about collecting customer details – just stick to asking for the email address. People are generally more willing (and less suspicious) when asked to give out their email address than their contact number or being asked to fill in large amounts of personal details. It’s all about making it as easy as possible for them to convert while on the go.

4. Understand Your Google Ads Campaign Goals

Having clearly defined goals is an important part of any marketing campaign. Keeping the focus for each landing page, specifically on the desired goal (or CTA) is one of the most important aspects of landing page design.

Often landing pages will have multiple offers or actions, which only ends up confusing people, causing them to become distracted from what it is you are trying to get them to do. One CTA is all you need.

5. Refine Your CTAs

Make people take action with a great call to action! CTAs are the most important aspect of any good landing page; use them to create a sense of urgency for best results. Even though CTA’s are usually contained within a button – make it the best button it can be taking into account colour, size, positioning and the words it contains.

6. Improve Load Times

This one is a deal-breaker – all the time spent cultivating your PPC ad campaign and optimising your landing pages will simply mean nothing if the page load speed is too slow. If you landing pages don’t load within 2-3 seconds then wave bye-bye to your newly generated lead and the money you’ve paid to Google.

Google has a good resource for investigating page load speeds here or you can talk to an SEO specialist for more ideas on how to reduce page load speeds.

7. Prove It!

Adding social proof by way of customer testimonials or reviews is a great way to instantly improve the credibility of your landing page contents and boost conversion rates. The simple fact here is people are more inclined to trust the views and experiences of other customers than what you say about your product or service.

According to a recent consumer review survey from UK digital marketing specialists, “91% of consumers say that positive reviews make them more likely to use a business” and “76% trust online reviews as much as recommendations from family and friends”. These stats are impressive and highlight the importance of utilising customer reviews on your landing page.

5 Landing Page Metrics You Need To Track

Creating killer landing pages is just the beginning; it’s essential to understand the value in keeping track of their performance. Knowing what is working and what isn’t will allow you to refine and improve your sales process. There are several metrics you can use to make sure your landing pages are helping you fulfil the goal you intended; here are a few of the best.

  1. Page Visits. A count of the number of people who have visited your landing page over a certain period of time. The higher the number, the higher the probability of conversions and a good indication your ads are working to get people through to the landing page.
  2. Traffic Source. Keeping track of where your landing page visitors are coming from is a great way to get a clearer indication of your PPC campaigns are working and better understand your target market.
  3. Submission Rate. This provides information on how many visitors to your landing page actually filled out your form, the higher the number, the better. If this number is low, then you need to look at why? Is the form too long? Is it difficult to find? Are visitors abandoning it partway through?
  4. Bounce Rate. One of the most important stats to consider when interpreting the performance of your landing pages. Bounce rates show the number of visitors who left swiftly without interacting with your landing page. A bounce rate of higher than 70% on a landing page is considered poor.
  5. Lead-To-Customer Percentage. Measuring lead-to-customer percentage helps to identify the percentage of leads generated through landing pages that actually converted into paying customers. This metric is an important indicator of your marketing campaign – is it actually creating sales? Typically, the average landing page conversion rate is around 2% to 5%. 

Creating good landing pages allows you to provide a better customer experience, convert leads and capture information on who your customers are and what they have converted on – it’s a win win situation for everyone! For more information on creating landing pages that work for you and setting up your Google Ads campaign contact Avatar today!

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