How to optimize your landing page for Google Ads campaigns? Before entering the topic, it’s essential to know what the Landing Page is. So, this is a web page that we customize to convert visitors into leads. This, in turn, leads the user to send us their contact information to download its content.
What is a landing page?
The exact definition is that a landing page is a page that you create to convert visits into your business aim. This means turning them into sales, potential clients, or subscribers.
How to optimize your landing page for Google Ads campaigns? Landing page types
There are several types of landing pages. They depend mostly on the tool we used to create them in terms of design. We can categorize them into two large groups:
Those that we find within our website
These types of landing pages are those found within regular navigation through your web page.
Users can do this either by clicking on a CTA or accessing one of our categories at the end of a post.
Usually, the design of these pages follows the aesthetics of the web in which they are located.
This, to access them organically, either by browsing itself or by related searches in a search engine.
Thus, it’s essential that we properly optimize them.
How to optimize your landing page for Google Ads campaigns?, Those that are microsites outside of our website
What characterizes this type of landing pages is that they are pages that we create for a specific purpose. This is capturing leads. Besides, they are outside the navigation of their main web page.
Because of this, these landing pages must contain all the necessary information to attract a user and make them give us their data, in addition to a CTA where they will be collected.
Since we can’t find them within the main website, it’s difficult to enter them organically. This, if it’s not with an exact search in a search engine. Paid media or SEM strategies are usually used to lead traffic to these types of pages. This entails an extra investment.
Whichever option you choose, remember that your landing page must gather all the necessary information. This way your users can give you their data. Thus, turning them into those leads you want so much.
It’s important to note that, according to the RGDP, leads must give their explicit consent to receive commercial information. So, this means that this information must be very clear in the content of your landing page.
Goals of a landing page
How to optimize your landing page for Google Ads campaigns? Each landing page must have a business aim.
When we talk about the complementary objectives, it’s because the AdWords tool uses the landing as a variable to measure its quality level.
This means that we should design this page to meet quality objectives for AdWords and conversion for your business.
It’s useless to improve the quality level of AdWords to pay less for clicks if later the user who comes to your page does not make a conversion profitable for your business.
We will go into depth and explain the fundamental objectives:
To meet business objectives.
We must optimize the campaign page to transform the clicks that the ads receive into leads.
How to optimize your landing page for Google Ads campaigns? Records
The aim of your company may be to get in touch with those who come to your landing page.
This is given that because of the characteristics of your service or product, the potential customer needs to have more detailed information.
Thus, the purchase process is not immediate.
The clearest example is the last client we had, a classic car insurance company.
They created a landing page to get the contact information of their potential clients. They did this so that the sales team can get in touch with them.
How to optimize your landing page for Google Ads campaigns?
This is the goal of a product landing page.
So, it works by leading the user towards a sales page to buy the product they need.
This is, usually, a page of your e-commerce where every product you sell is located.
The aim of your company may be to attract subscribers or users for your database. And, you may wonder, why it’s profitable to attract users for the database.
The clearest example is the company that is going to offer a launch of a product/service at a close date.
Thanks to the database you will launch an effective product launch.
We already know what a Landing Page is, what it comprises, and what its types are.
Now we will explain what Google Ads is and how we can optimize a Lading Page in Google Ads.
How to optimize your landing page for Google Ads campaigns? What is Google Ads?
It’s a Google platform that is used to manage the advertising campaigns in the media it has available.
There are two groups of media where we can display the ads. On the one hand, the pages that are owned by Google, such as, for example, its search engine, the YouTube video community, Gmail, Google Maps, among others.
And on the other hand, it’s a large collection of web pages, mobile applications, and video content called the network of associated advertisers.
This set of partner advertisers comes from programs like Google AdSense or the DoubleClick Ad Exchange publisher sites.
Types of Google Ads campaigns
Google AdWords has different campaigns, focused on the achievement of different objectives.
With the evolution of the platform and Internet advertising.
It’s common to find new types of campaigns designed to get a specific aim.
We list the different types of campaigns in existence below.
Search campaigns are those that relate directly to the searches made by users in the Google search engine.
From this search, it displays related ads that link to web pages that are potentially interesting for the user.
Companies usually use these types of campaigns only as text ads.
We can show ads in Google search results, Google Shopping, Google Maps, Groups, or search partners.
How to optimize your landing page for Google Ads campaigns? Display campaigns
With display campaigns, we can show ads directly without the user showing intention or interest in the product or service.
So, this will have less interest for the user than the ads shown by search campaigns.
These types of campaigns typically use static image ads. However, they can also use text, rich media, and video ads.
We can display these ads on websites that display relevant Google Ads, Videos, Mobile Apps, Gmail, YouTube, Blogger, Google Finance, and Google Maps.
Google Shopping campaigns are specially designed to promote products from online stores. Also, with search campaigns, we can show ads when the user performs a related search.
It uses specific ads, called “product listing ads”, these are kept loaded by a data feed. These ads are very complete compared to other types of ads. This is because the title and a short description show an image, the price, and the store that sells the product.
We can display these ads on websites that display Google Shopping ads on Google search and Google search partner websites. This, of course, in the countries where it’s available.
How to optimize your landing page for Google Ads campaigns? Video campaigns
Video campaigns are specific display campaigns that focus their advertising support on video ads.
As with display campaigns, we can show ads to the user without them showing interest in the product or service.
In this campaign, we can use the same types as in display campaigns. This means static image ads, text ads, rich media, and video. They also show:
- Search results.
- Relevant display network websites.
- Websites showing Google ads.
- Google Finance.
- Google Maps.
Universal application campaigns
In this campaign, they show ads both by search made by the user and on websites that have some kind of relationship with the application.
This works to make the direct download of the APP on the device easier.
Universal app ads pull data from the app listing ads on Google Play.
It does so from any of the four lines of text provided by the user at the time the ad was created.
We can display these ads on Google Play, Google search, the search partner network, YouTube, and other applications.
Why is it important to Google AdWords that its advertisers provide a good landing page for their ads?
For the user experience on the landing page.
Google, in organic searches as in its AdWords advertising program, promotes a good user experience.
This means that once you have reached the landing page and find what you are looking for, it’s when it meets your needs and demands.
In this way, the landing page in AdWords campaigns can meet several objectives at the same time and compliment them.
AdWords campaign optimization
AdWords uses your landing page as a variable for ranking.
The experience it offers affects the ranking of the ads and, therefore.
The CPC that it will pay in the ad auction as well as the position that appears.
On the other hand, it’s very common that the ads do not show if the landing page offers a bad or low-quality user experience.
Ideal landing page design step by step
The design that we will explain below is based on the guidelines that AdWords will mark so as not to violate its policy.
Besides, we’ll also show the most important points of these pages based on marketing concepts.
Landing page URL
Let’s start with the URL of the landing, which should not be too long or misleading.
It’s very important when building ads.
The URL that you in your landing will be the one you use in the Final URL box. Besides, it must coincide with what your ad promotes.
In AdWords, you can create a fictitious URL that is what the user will see.
Title for your landing page
- The point of attraction and where the user looks first.
- The landing title will make the difference between achieving your goals or not. Different studies show that a title that hooks well can generate up to 75% more conversions than another with a different title.
- Do not mislead, the title must be truthful. This is because, if the user feels cheated, not only will they leave, but they can say it on their social media. This, in turn, creates an online reputation problem.
You can make your ad headlines based on that headline you have written.
The user who clicks on the ad expects to see something similar, and when they find it, it doesn’t cause rejection.
Optimize the landing texts
- The text of your landing page is very important for both the user and the algorithm.
If the algorithm does not understand what is going to your page, you will get poor quality.
Thus, it may be more difficult for you to appear in the main results.
We must differentiate between two types of pages: The pages of pure sale in PrestaShop, Magento, or another type of CMS and the pages to capture records.
How to optimize your landing page for Google Ads campaigns? Sales Pages
They are those product pages and categories.
The page must contain information in a text format and not only the products.
This is so that the AdWords algorithm can understand what your page is about and thus be able to classify it.
You will have more sales options if the landing to which you direct your ads is the main category.
This is because the user will find the products of the range they are looking for.
The purpose of the registration pages is to make the user register.
So, you must create a text that will hook the user by capturing its interest.
You must describe the benefits to the user.
Many clients insist on describing the characteristics of the services, or of the products on the landing pages, and you shouldn’t do that.
Build trust with the landing
How can you build trust on your landing page?
- With images and testimonials from other clients.
- Do not use photos bought from people to put in the extract of other users. This is because it’s very easy to differentiate that we bought those photos. Thus, it will create a feeling of deception.
Call to action at Landing
Last but not least, we will teach you how to get the attention of your target audience.
You can place a purchase button, a record form, or the action that you want the user to perform.
There are a lot of users who see the first part of the landing and don’t click. That’s why your call to action must be visible for all screen resolutions at the top.
You must have a claim that helps the user get your attention. In the purchase pages, it’s very common to put an effect on the button and thus capture the user’s attention.
How to optimize your landing page for Google Ads campaigns? Speed and Devices
You must make sure that the landing is perfectly visible on all devices and at a good speed.
It’s very common for the pages to pop up and not allow the web to be viewed well on the mobile, generating a bad user experience.
One of the biggest challenges advertisers face is increasing conversions once the user clicks on your ad.
You should highlight the importance of the keyword and the ad, with the account history and the landing page.
The keys to success:
Offer relevant, useful, and original content:
Write the landing texts with information related to what you advertise.
How to optimize your landing page for Google Ads campaigns? Respond generally
Here we will leave you an example. If a person is looking for car insurance, they should place all the options that there are, not just specific insurance of all those offered.
Structure the page properly
Prioritize content that represents in the top half of the page to help customers quickly find what they are looking for.
For all devices
Conclusion of How to optimize your landing page for Google Ads campaigns?
Finally, we defined that the landing page is that page on which the target audience lands when buying. There are different types of landing pages and landing page campaigns when you want to promote yourself.
If you are a person who would like to advertise your product but doesn’t know how to start, don’t worry, we are here for you and help you in every moment of this new strategy.
You can leave us your question through the comments and we will gladly answer you.