In creating a Google Ads campaign, advertisers often spend most of their time developing their ads and researching their keywords. When the ad does its job and generates a click, it is often little or no thought to where the user will be sent.
Often advertisers send users to the home page of their website, hoping the website will do the rest of the work. These advertisers are neglecting an essential part of their Google ad campaign: the landing page.
What is a Landing Page?
- A standalone page designed to convert traffic.
- Sometimes known as the first page that people land on.
- Any page on your website that a visitor lands on.
Why is a good Google Ads landing page significant?
Simply Put, A good landing page is to finish converting the user into a client.
A suitable Google ad landing page is just as important as a good ad, good keywords, and strategic bidding. By creating an effective landing page, advertisers can increase conversions, which will make their campaigns more competitive and profitable.
When creating your landing page, remember to make it specific to the ad sending the traffic. As with everything else, the landing page must be highly targeted. If a viewer clicks an ad expecting to find gold-plated doorknobs, you better ensure the corresponding landing page has just that. There is nothing worse than having a customer who is ready to buy but can’t.
The different Roles: Google Ads and your Landing Page
The role of your ad is to get clicks, and the part of your landing page is to convert those clicks into leads or sales. Make sure you can convert the user within three clicks or less. You will probably lose the sale if the user clicks more than three times to buy your product. Ideally, you want the user to click twice, once on your ad and once on your landing page, to get to your order page; that’s it. The more clicks you have, the fewer sales you make.
Remember that viewers are impatient. Giving them what they want with as little effort as possible would be best. Therefore, when creating your landing page, it is essential to keep your original objective (conversions) in mind and refer to the specific keywords and calls to action in your ad.
Your Ad is getting clicks, but now your landing page needs to convert
Your ad did its job by generating enough interest in the user to click through to your landing page. Now you should continue to hook and draw the prospect into your copy to complete the sale. The best way to do this is through a good headline. This headline should hook the prospect by appealing to their self-interest. What’s in it for them? How will your product or service benefit them?
The Landing Page Should Have Good Copy
The landing page is where you will use all your copywriting skills to complete the sale. As I said before, the goal of your ad is to get the click, and the purpose of your landing page is to get the deal. On your landing page, you have all the room you need to explain all the benefits and features of your product or service. It is important to remember that your landing page is your sales page.
The landing page should talk about the benefits.
Continue to expand on your headline in your copy with more benefits for the prospect, and support these benefits with the features of your product or service. Do this throughout your copywriting and with subheadings. Make sure you keep the user interested and try to build some excitement in your product or service.
Use plenty of bullets and lists in your copy to show your benefits and features. Bullets are essentially mini headlines. Bullets can be used to summarize all advantages the prospect will gain from your product or service. They can also translate all the problems your user is experiencing and solve your product or service.
Build great headlines for your landing pages
Headlines, subheadings, and bullets are fundamental aspects of your landing page. As I said above, users are impatient and impulsive. They tend to be in a hurry and want instant gratification. As a result, they often only scan the page. If a surfer scans your page, they will only read your headline, subheadings, and bullets. For this reason, it would help if you got all the benefits to the prospect included in your headlines, subheadings, and bullets. Of course, some viewers will read your whole page, so you will need to have a good copy, which provides greater detail and all the information the prospect needs to decide.
Use Quality Pictures in Your Landing Pages
Pictures are usually very effective, especially if you are selling a product. In this case, make sure the surfer gets a good, clear look at the product. Since the user cannot touch the product, they must get as much visual information as needed. Your copy should support your pictures, and your photographs should keep your copy. The important thing is that the landing page is focused on what the prospect wants. So if the viewer is looking for a silver neckless, then when they click your ad, they should go to a landing page where they only see pictures of silver necklaces and only read text that describes the features and benefits of silver necklaces.
Have a clear CTA on Your Landing page.
Finally, you will need to ask for the sale at some point. This all needs to be done on your landing page. Do not ask the viewer to click through to another page and try to close the deal there. You must complete the sale on your landing page. The surfer should only have to click through to your order page to provide their credit card information. If you are only looking to generate leads, have the form they need to fill out on the landing page.
The Landing Page Should be part of your Google Adword campaign.
The landing page is an essential aspect of a Google Ads campaign. You should spend the same amount of time, if not more, creating your landing page as you do making your ad and generating your keywords. By creating effective landing pages, you can improve the overall profitability of your campaigns. Improving the profitability of your campaign can allow you to bid more per keyword and generate more traffic. Ultimately, the landing page is an integral part of your search engine marketing and should not be neglected.
