Google Ads – Getting Your Landing Page Right
So, you’ve decided it’s time to use Google Ads for your business… Congratulations! The right campaign, well-designed and tightly managed, can make a real difference to your website traffic. No, Google Ads won’t be the right way to go for everyone, but when they work, they work, however it comes down to getting your landing page right…
It’s the job of Google Ads to send people to your website. But it’s up to you to make sure people stay there once they arrive and take action – whether that’s to make a purchase, fill out an enquiry form or sign up to a newsletter. With this in mind, there’s something you can do to maximize your campaign and get people to convert. Because that’s what you want – conversions.
The Google Ads landing page is a page on your website that potential clients will be taken to when they click on your ad.
It’s so important that your landing page is of the best possible quality, both within your budgets and timeframes. We don’t just mean a pretty one. That’s why we have compiled top five tips for creating a great landing page. They may seem like small seeds, but they could lead to big crops!
Be mobile friendly
This should go without saying these days yet we still see websites that are not mobile friendly. Just Google “mobile friendly test” and it will show you a box where you simply type in your web address and they will tell you whether it is or isn’t. Simple.
Depending on your industry, most of your traffic will be coming from a mobile device. You don’t want to be paying for clicks that, once they get there, won’t convert because they can’t read or navigate your landing page properly.
Stay on target
When a potential client ends up on your landing page, it needs to solely offer the specific thing that they’re looking for. If your page is irrelevant or confusing post-search, the more likely they are to click off. For example, if someone searches for bridal flowers, then the landing page ideally needs to be about bridal flowers and bridal flowers alone – not bridal, funeral, birthday and Mother’s Day flowers. Not only does this niche down your benefits, it plays a part in Google’s quality scoring and relevance scoring. In other words, it helps determine the price you pay per click.
Have a clear road to your Call To Action
Once people click on your ad, what do you want them to do next? Again, it’s probably buy, enquire or sign up. Focus your attention on selling the benefits you are offering and take them on a journey to your CTA. It may be a long journey – if something is of interest to the person reading it and it is well-written, they will read on. Or it may be a quick journey. Regardless, these are the basic steps:
1. This is what I have
2. This is why it can benefit you
3. This is how you buy / enquire / sign up
4. Repeat if necessary
Don’t be afraid of repeating yourself. Get your unique selling point in their head like a mantra if needs be, especially if you are presenting a special deal. You remember that windows guy off the telly? “You buy one, you get one free! I said you buy one, you get one free!” Annoying, yes, but he also sold a lot of windows!
Have some nice images on the page too. Photos of you, your company, your product… Your own on-site pics (rather than stock imagery) will work wonders for you. Remember, people buy people!
When a visitor lands on your landing page, their head may be full of questions. Naturally, if you can pre-empt those questions and answer them there and then, happy days. It helps avoid any uncertainty. Uncertainty = no sale. This is why you’ll see more and more websites have dedicated FAQ pages. (They are also good for Voice Search Optimization.)
Sometimes it can be difficult to show your audience that you are trustworthy, especially in the age of the internet. A simple yet effective way to instil confidence is to use testimonials. What a customer says about you in 100 times more powerful that what you say about yourself. It always surprises us that every business owner says word of mouth is the best form of advertising yet so few actually pro-actively use reviews in their marketing.
You may want to use a short video testimonial rather than a written one. Video is where it’s at plus there is no quibbling over the genuineness of a video testimonial whereas some sceptics may query a written one. (Written ones should ideally name the person as well as their company.)
So, there you have it. Some of the top ways to tweak your landing page to maximise your Google Ad campaigns. Our Google Ads’ inside knowledge, combined with a super landing page, will ensure you’re getting a great cost per click and conversion rate.
If you’ve got any questions about Google Ads, we’d love to help. Give us a call on 01743 491356, or fill out our contact form.
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