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How to create convertible landing pages in Google Ads

Even the best ads in Google Ads will not ensure success if you neglect your landing page. Finalizing purchases in your store or the user’s decision to choose a service depends on how you optimize your landing page in Google Ads. Read the article and find out how to increase the conversion rate in Google Ads by optimizing your landing page.

Landing page in Google Ads – why is it important?

Imagine that you are in a hurry to come to a new neighborhood supermarket for a specific CBD oil with a concentration of 5% and a capacity of 10 ml. The advertisements for the opening announced high availability of oils, practical distribution of goods and comfort of moving between sectors. In fact, there is a lot of clutter and noise on the premises and you want to change stores as soon as possible. This is how your customer feels, who lands on a poorly optimized landing page after clicking on an ad in Google Ads. Contrary to stationary shopping – leaving the store and changing the purchasing plan will be easier and faster. One click is enough to reject your offer and move to the competition.

How to optimize your landing page in Google Ads to avoid this situation? You have to take care of a lot of details. If the ad presents a product, the landing page should contain that product. If you want the customer to share the offer with others, the landing page should have content sharing buttons. There are also elements such as website speed, language messages or adaptation to mobile devices. A good landing page in Google Ads requires paying attention to all the details – they determine the reception of the whole and the next steps of the user.

Before creating your landing page in Google Ads, define your goals

How to optimize your landing page? Any good strategist starts by defining a goal. Your goal is to sell, collect addresses for a mailing list or fill in the form as many as possible? Setting a goal helps in determining the content of your landing page. If your goal is to familiarize users with the new collection of dresses for New Year’s Eve, your landing page should display as many of these dresses as possible. Do not show shoes, handbags or sweatpants in the same place.

You can see a good landing page with the competition

Users expect simplicity and clarity. Simple messages, a clear page layout and attractive, but not overwhelming graphics are the elements that must characterize a landing page in Google Ads. Use your competitors’ websites for this! Analyze their graphic designs along with the content – they are a mine of inspiration and … mistakes. Put yourself in the user’s position and see how you move around this site.

Of course, there are several objective rules. To make the page readable and easy to navigate:
– use lists when listing features or benefits,
– use bullets,
– introduce large buttons on the website with an incentive to act,
– give up the extensive menu and reduce the number of user clicks,
– uncheck the checkboxes if the landing page contains forms,
– use contrasting colors,
– extract short and catchy headlines,
– dust out the most important parts of the text,
– write short and specific messages.

The quality of content and messages influences the decisions of users. Instead of lengthy introductory sentences, get straight to the point. A simple, visible “buy now” button has a better chance of increasing sales than a paragraph that begins with the words “If you want to buy that red mug, go to the product tab”. Remember that the intention of the user who clicks on the red mug ad is to buy it. Make it easy.

Landing page settings for each ad group

The best solution is to assign a landing page in Google Ads to each ad group separately. A large budget and dedication of time allow such activities. Start by creating one landing page for your entire campaign, but over time create new landing pages and convert your ad groups. Thanks to this, you will respond to specific user intentions. When you’re in town, you see various ads. They are addressed to all people walking on the streets – regardless of their sex, age, material status or profession. What you see is also seen by children, car drivers, cyclists and tram passengers. It’s different in Google Ads.

Google Ads are targeted at a specific audience, including age, place of residence, interests and, above all, intentions. A user who wants to buy a “flower-scented washing powder” does not move between ads encouraging them to take advantage of discounts at a hairdressing salon. If you create a landing page for each ad group separately, you will increase the effectiveness of reaching potential customers. The ability to run various landing pages for advertising campaigns is also useful for achieving many goals.

Make sure your landing page is relevant in Google Ads

The more clicks users have to make, the worse for your goals. Customers want particulars, so do not force them to independently search for the product that you have just proposed on the advertisement displayed by them. In such a situation, the landing page should contain the product offer, and not present the main page of the store.

Landing pages in Google Ads must match your keyword and call to action. If the user’s intention is to find a company that will perform a free seo audit, the sample ad “take advantage of a free seo audit” should lead directly to the data form. It is worth knowing that the relevance of the landing page in Google Ads affects the Quality Score, i.e. the ad usefulness assessment. The higher the relevance, the greater the result, which translates into an increase in the ranking and lower advertising costs.

Remember about landing page loading speed in Google Ads

As you can see, landing page in Google Ads has a lot of dependencies. Another one is: the longer it takes to load a website, the more its bounce rate will increase. If you want to prevent this, make sure you have good hosting and a page loading speed of less than 3 seconds. 40% of users give up visiting an online store if they have to wait more than 3 seconds.

The reason for the landing page loading slowly may be too large images and pop-up, moving messages. Control and reduce the size of graphics and the number of Javascript. Website loading speed, as well as the ad relevance mentioned above, is also a factor in Google Ads Quality Score.

Landing page settings must be easy to navigate

How to increase the conversion rate in Google Ads using a landing page even more? If you run an online store, put the “add to cart” button in the upper right corner. Users are used to it, so any change of location may work against you. If your landing page is your home page, make sure you have an intuitive search engine, product filtering and a clear category layout. When presenting a service or offer not available online, place the contact buttons in a visible place.

Optimize your landing page in Google Ads for mobile devices

When looking for other ways to optimize your landing page in Google Ads, don’t forget about mobile devices. Provide potential customers with easy navigation and fast page loading also on smartphones, tablets and other devices. As of July 2018, page loading speed for mobile phones is the main ranking factor!

When optimizing your landing page, pay attention to all the details – make sure that links generate clicks and that images do not overload your website. Use the Landing Pages tab in Google Ads. There you will receive information on:
– page loading speed on mobile devices,
– mobile click-through rate,
– the correct AMP click-through rate,
– conversion monitoring compliance factor,
– the effectiveness indicator concerning e.g. clicks and costs.

Test your landing page in Google Ads and start measuring the results

What else is worth remembering? Landing page testing is a natural process, so don’t skip it when determining the best strategy for your products or services. One of the free tools that will enable testing is Google Optimize integrated with Google Ads. After getting your results in Google Optimize, it’s also a good idea to send the results to Google Analytics for additional reports. The increase in the conversion rate in Google Ads can be measured with great accuracy. The minimum duration of advertising campaigns is about 3 months. Only after this time has elapsed will you get reliable results on the activities carried out.


How to increase the conversion rate in Google Ads? Remember that your landing pages must exactly match your intentions. The landing page settings proposed above in Google Ads, after their implementation, lead to an increase in the conversion rate. The more time you spend on optimizing the landing page, the greater the chance that the users’ traffic will end up buying a product, filling in a form or contacting the company – depending on the previously defined goals.

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