You can make good money through contextual advertising, but in order to succeed it is important to take into account a number of features of its creation. You may have an excellent SEM account with many keywords and a fantastic click-through rate (CTR), but if there is no quality landing page you will not be able to increase the price per click.
No matter you are a beginner or a professional, this guide will help you to create really effective landing pages for Google Ads PPC advertising, taking into account the essential nuances of Google Ads.
What is a Landing Page?
A landing page is usually a single web page that is designed specifically for marketing purposes. Here, the visitors come after clicking the links that you have sent them through email marketing, blog posts, and social media posts.
Purpose of a Landing Page
As I mentioned, a landing page serves as the host for your visitors from where they can carry out specific action, which is generally the ultimate outcome of your digital marketing campaigns. An effective landing page can encourage customers to perform specific actions, like:
- Making a purchase
- Signing up for a demo
- Downloading a guide
- Completing an offer
How to Create Landing Pages for Your Google Ads Account?
While there are so many advertising options, marketers are highly biased towards using Google Ads. The reason is Google keeps your data and privacy secure. Moreover, customers also feel safe when clicking them.
However, it is necessary to optimize the corresponding landing page to build trust with customers. Otherwise, you will not be able to get enough clicks and achieve the desired results.
In the under section, I have provided a complete step by step guide that will help you create landing pages for your Google Ads account.
1. Set Your Goals
Before you start doing anything, you need to clearly understand what you expect to get as a result. This rule is also relevant when creating quality landing pages. Among the possible marketing goals are successful sales, filling out forms, subscriptions, or registration in mailing lists. It is necessary to understand what is important for you.
After you decide what you want to achieve by means of your campaigns and advertising groups, you may start analyzing your competitors. Moreover, when you review the landing pages of your competitors, you can find inspiration and understand which is the best practice for optimizing a landing page for Google Ads.
Alternatively, you can contact a good Google Ads agency to help you with everything. These may include:
- Optimizing landing pages
- Keyword research
- Conversion rate optimization
- PPC campaign tracking
2. Consider Your Target Market
Always analyze in detail who may be viewing your landing page. Google Ads account, like any other kind of online advertising, focuses mainly on proper audience research. For this purpose, it is important to consider the following factors:
- Demographics
- Actual location
- Interests and Preferences
- Trend
3. How Did They Get to Your Page
You should not use the same advertising message in social networks, or email newsletters and duplicate it on your page. The content on the landing page must be relevant to the ad leading to it and expand on the ad’s message. In this way, you can:
- Build trust with visitors
- Engage them more to receive sales
- Have your hands on long term benefits
4. Create Dedicated Landing Pages for Each Ad Group
For best results, each ad group should have its own landing page. But there is not always the time and resources to do this. However, you should not give up right away. The tactics mentioned below can help you in this regard.
- Start with one landing page for each campaign.
- When you have time to create a new one, add it.
- Gradually turn your ad groups into separate landing pages.
5. Don’t Lead Traffic to Your Home Page
Most people don’t want to put a lot of effort into getting the results they want, which is something to keep in mind when creating landing pages for the Google Ads account. The more actions you make them do, the less likely you are to increase conversions. In the output, the consequences are:
- Fewer registrations
- Lesser sales
- A small amount of direct earnings
Therefore, don’t try to drive people straight to your homepage. Instead, you should direct traffic to a more optimized page for successful conversions.
6. Optimize Your Landing Pages for Conversions
Google Smart campaigns help to highlight all the benefits of your business in order to attract more customers. So, you can create one online campaign or run several at once to showcase different products or services. Either way, perform the landing page optimization properly. Here’s what you should keep in mind:
- The landing page should be concise and short, with no unnecessary text.
- Visitors should get exactly what they are looking for from the first seconds.
- Make it easy for your traffic to convert. The main goal of a landing page is to build trust and convert traffic.
- Avoid “interrogating” your visitors. Only ask for the information that is most important to you, which will increase your credibility and therefore your conversion rates.
- Try using clear call to action buttons, along with arrows and attractive text.
- Based on your specific marketing goals, you can leave your phone number at the top of the page, add a form directly to the page, or allow online customers to make a purchase.
You can also use persuasive copywriting techniques, and “strong words” to set your visitors up for the action you want.
7. Create Stunning Content for Your Landing Page
As I already mentioned, the content of your landing page is what ultimately decides whether a visitor will convert or not. Here are some of the things you should keep in mind when writing for your landing pages.
Headline
A headline is the first thing a visitor sees after they make their landing. In fact, it is often the only thing they will read. It should grab attention and tempt them to stay on your landing page. However, you should also keep your creativity in check.
While an original headline will certainly make you stand out among the competition, it is more important for it to be simple and clear. You don’t want your visitors wondering if they actually came to the right place.
Use Strong and Emotional Language
The copy on your landing page should push the benefits of your products and services as much as possible. Play to the user’s emotions with these techniques:
- Create a fear of missing out by highlighting the limited time of your offer (sale ends [next day of the week], limited offer, last chance)
- Build trust and dispel uncertainty (cancel at any time, free refunds, no hidden fees), etc.
- Provide compelling discounts
High-Quality Images
Whether you are dealing in products or services, high-quality images are a must. They will help you convey the value you can offer your customers and show them that you put thought and effort into your image and brand.
However, do keep in mind that simply using high-resolution photos might not be enough. You have to make sure your page is not slowed down by them.
Bullet lists
Anything that makes your page easier to read increases the chances of conversion. Bullet lists are one of them. Also, put the most important text you want your users to see in bold.
Mobile-friendly
Your landing page should work well on all devices if you don’t want to lose visitors and improve customers satisfaction. It is not enough to test your pages with the high-speed Wi-Fi in your office. You should also test them using the internet speeds your customers will have access to on the go in your region.
8. Always Be Testing – “Coffee is for closers”
The acronym A.B.C. (Always-Be-Closing) and the quote “Coffee is for closers” should always be in your mind when doing business online. Simply put, your landing page is your last chance to close the deal, but unlike more conventional offline sales, it’s very difficult to reach a certain level of flexibility online to try out different traditional methods of influencing the buyer.
In this reality, the slightly modified expression A.B.T. (Always-Be-Testing) will become more relevant. Google ads landing page optimization will be easier if you start testing your ad text and landing pages with separate tools like Google Experiments (Website Optimizer).
You can use it to change and test individual variables. It is more likely to be an A/B testing that lets you make your landing page more compelling for long term benefits. The primary focus of such a technique is the following:
- Headlines
- Product Images
- Main text
- Calls to action
9. Avoid Common Mistakes During Testing
The biggest mistakes that are not hard to spot in testing are time constraints. Don’t stop after just one test, they should work for a long time. Be patient and gather as much information as possible about the best ads and landing page mistakes.
You can then use this data to set up additional tests against the “winner” and thus find the best solution for yourself. The best PPC landing page examples will help you better figure out what is right for you.
10. Allow Visitors to Share
Feedback from customers who have already ordered a product always has a much stronger effect on the audience than classic advertising slogans. Make it easy for your clients to leave reviews or share their experiences with others, attracting new people. All you need to do is add links to all kinds of social media where a lot of people see the ads.
The most successful companies in the world are already making a profit doing this, so why don’t you follow their example? If you have never worked with social networks, it is worth using the help of professionals, for example, contacting a Facebook Ads agency.
11. Other Landing Page Considerations
There are also a few more nuances that are very important when creating an ideal Google Ads landing page:
- Don’t forget about mobile optimization as it helps in mobile marketing (the page should be easy to view from any gadget because many people use smartphones).
- Set up conversion tracking (make sure you’re following it correctly, clearly understanding where the important sales and leads are coming from).
Final Thoughts
These are the details about how to create landing pages for Google Ads account. I have enlisted all the necessary steps that you should follow to get the desired outcomes. Although, every company has different marketing techniques, only following the most effective practices can help you lower your price per click and increase your cash flow.
You have to pay attention to make your landing page more compelling and relevant to your marketing campaigns. In this way, you can build trust with potential visitors and make them perform the desired action. As a result, you can receive more leads that will ultimately bring more revenue.
