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Google Ads campaigns can be extremely beneficial for businesses. But it’s important to analyze the conversions of your Google Ads landing pages. Search engine marketing campaigns (SEM) often fail because their Google Ads landing pages are not optimized.
Try to recall every page you’ve landed on after clicking a Google ad and ask yourself, “Are they all completely different?” “Do they have any similarities or patterns?”
Their design principles likely weren’t too far apart. Most likely, you were too focused on the ad copy to pay much attention. It doesn’t matter what landing page you’re creating. Lead pages focus on conversions and provide trusted, optimized pages for Google Ads.
This post provides tips on how to improve your Google Ads campaign performance. It doesn’t stop there, though. In addition, we’ll walk you through how to create a Google Ads landing page that works.What are Google Ads Landing Pages?
Landing pages for Google Ads are the pages on your website that visitors will arrive at after clicking on a pay-per-click ad. They are also referred to as SEM landing pages. Conversions are the focus of every aspect of Google Ads landing pages.
They are distraction-free and laser-focused. This makes them powerful funnel conversion campaigns. Unfortunately, they can also be difficult to scale and execute. Google Ads landing pages are an important part of any successful Google Ads campaign. So be sure to put some thought into each one that you create.
A sample SERP reveals why landing pages work so well with ads by contrasting organic and paid traffic. Basically, your website is geared towards attracting organic traffic. In the SERP, the bottom half contains links from your site. Google thinks these links are the most relevant to a given search query.
Organic traffic is one of the main reasons you need a great search engine-optimized website. In contrast, Google Ads and Bing Ads allow you to direct visitors to your desired destination. Having paid traffic linked to your website’s homepage is an option (and many marketers do this). But it isn’t your most effective conversion strategy.
Sometimes the content on your homepage or other pages won’t match the premise of your ads. Also, it won’t contain the information or call to action that you originally intended.
It’s time to re-evaluate your landing page if you don’t see your customers moving past the first page. Customer experience on your landing page refers to how they feel when they are on your website. Customer purchases are more likely to be completed if they are able to locate the shopping basket easily.
Your landing page experience also has an impact on your ad rank position, Quality Score, and cost. If your landing page is sending users away without purchase, it may have a dire effect on your ads. You may see fewer ads showing up, or they may not show up at all.
The following are some ways landing page optimization can impact your budget and performance:
Is the copy on your landing page consistent with the content in your ad? Make sure the keyword(s) are the same as those in the ad. Visitors will feel reassured that they are on the right path if the connection is obvious and the continuity is evident. It is likely they will bounce if they are directed to a generic page.
Ensure that your landing page provides all the information your visitors need, but don’t overwhelm them. Engage your audience by providing essential information. Do not include anything on your landing page that does not need to be there. Ensure that the page content is relevant and useful.
It is important that your page copy makes your customers trust you. Consider using words like ‘you’ in your content to make it more personal for the visitor. Keep your message concise and avoid waffles and repetition.
Landing pages often suffer from this problem. Having spent money and time on a great advertisement, why would you want them to leave your landing page? It is in your best interest to funnel visitors down a desired path. Therefore, you should limit links that will direct them away from your landing page.
Tell visitors what you want them to do when they land on your landing page. Make it easy for people to convert. People will leave if the process is too complicated. The use of a ‘Contact Us’ button instead of just highlighted text can create a clear call to action. It makes it easy for a visitor to make a decision by making the button clear and eye-catching.
Landing pages are often designed to include contact forms. Having more fields in your form will reduce your chances of visitors completing it. People are usually not shy about giving their name and email address. However, asking for their phone number and date of birth can significantly increase your drop-off rate by up to 50%.
There is a change in the way people search for information on the internet. Mobile searches account for more than 60% of all website searches. If you want your website to perform well, you need to optimize it for mobile users. There are times when it is easy for us to forget that we are also consumers.
You can click on an ad when you’re browsing on your mobile device. You’ll spend a lot of time zooming in on text and scrolling around if the website isn’t optimized for mobile. This will lead you to another website that offers a better user experience. You can expect the same from your potential customers. Your website needs to be mobile-friendly as soon as possible.
You can make or break your Google Ads account based on your conversion tracking. It is impossible to make improvements if you don’t know what’s working and what’s not. Tracking conversions allows you to identify the ads that are most effective.
By using this information, you can further optimize those campaigns by adjusting keywords, budgets, bidding, and more. Additionally, you can apply the strategies of more successful campaigns to less successful ones. Shortly put, conversion tracking helps you save money and maximize profits from Google Ads. It is important to track conversions on your landing page.
PPC Signal utilizes multiple performance detection techniques to identify any unusual behavior that might indicate data problems. This ensures that only accurate data is released to publishers for campaign management. It compares the key metrics every day against forecasts for all the key metrics (cost, revenue, clicks, CPC, etc.). If a significant difference is found, it is flagged out in the form of a signal.
Signals will not be updated based on potentially inaccurate or deviant data when unexpected behaviors of keywords are detected. After this signal is resolved, you can be sure that you are on the safe side. PPC Signal’s performance detection capabilities are only possible due to its foundational infrastructure.
All data is not stored on one computer but rather distributed using cloud computing. This makes retrieval, reporting, and calculations lightning-fast and scalable.
To illustrate this technology’s power, here is an example. Let’s say five campaigns are running other software for performance detection. Your campaign data will be monitored and analyzed by the software.
Calculations will render all of it inaccurate. Data could be mixed up in software, resulting in incorrect results. With PPC Signal, you can manage everything across a cloud network from one place, with accurate results.
Thus, you can focus on managing campaigns more effectively. Data consistency, accuracy, and completeness are critical factors driving notable performance gains over other solutions. Ultimately, even the best algorithms working with incomplete data will produce poor results.
Let’s say you have a campaign called “Run Sports Watch”. How this campaign is going and how different metrics are showing the results. In below screen shot from the tool PPC Signal you can see lots of signals based on different metrics but all for the same campaign.
Let’s see the first signal. Clearly, conversions are declining.
You can now see the full signal by clicking on Explore; this will provide you with a better understanding. The visualization can be customized to include multiple metrics so that you can compare the results side-by-side.
You will get the full picture when you select all the desired metrics. Looking at this graph, you can see that:
The cost per click is increasing, but it is costing more because of increase in clicks. This visualization gives you a clear picture of campaign performance. Similarly, you can determine which campaigns are performing well or poorly.
In each ad, you specify the URL of the landing page where people will be directed when they click your ad. As per Google’s policy, you must have the same domain for your landing page and display URL (the webpage you display in your advertisement).
The purpose of using landing page in Google Ads to show more detail about your products or services for which you used Google Ads platform to advertise to the relevant audience. Your landing page should match with the ad as it will help in future to show your ad on priority in SERP and may help you to have less advertising cost.
For businesses, Google Ads landing pages are a valuable tool for improving their conversion rates. Businesses can improve conversion rates by analyzing which landing pages convert. They can also discern which ones don’t in order to optimize their landing pages. Google Ads campaigns can be improved over time by repeating this process.
Optimize your landing pages regularly so that you can provide a better experience to visitors of your ad campaigns. Aim to improve your quality score and minimize your bounce rate to boost conversions. Google Ads landing pages are displayed to customers after they click on your Google ads. Therefore, the success of your advertising campaign depends on the page in terms of efficiency, cost, and conversions.
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