Landing page optimization for Google Ads for Highest ROI in 2020
Thinking about Landing page optimization for Google Ads? Your Google Ads campaigns can be optimized to the brink of perfection with beautiful ads and an account structure that will make an expert shed tears but it doesn’t matter one bit if your landing page isn’t just as perfect.
It’s important that you build your landing page in such a way that it can actually convert the traffic you’re going to pay good money for.
Besides having a streamlined and sales-friendly landing page, you should also think about linking your traffic to the best-related landing page.
At first, it’s important that you find the ad that produces the highest ROI and the highest Conversion Rate/CTR combination. Once you have an ad that is doing well, you can test some of the landing pages you have available but don’t test different landing pages with the initial setup or with the first couple of optimizations.
Focus on finding that winning ad, and then you can move on to the granular optimization.
If you have a best selling product or service package, you should consider having a special landing page designed just for Google Ads.
A few years ago, A client’s eCommerce store had just gotten their hands on a very popular remote-controlled car a month before Christmas. It started selling very well, but not well enough.
They asked me what they could do, and I suggested that they simply link people directly to this single remote-controlled car landing page which featured it. This meant they would have to just showcase one and remove any of the other remote-controlled cars on the landing page, but they were OK with this. It was worth a try.
Once they implemented this decision, the conversion rate skyrocketed and so did their profits.
Landing page optimization for Google Ads
Try experimenting https://ads.google.com/ with your current landing pages. Sometimes it can really do wonders.
This is also a way to stand out from all the other competitors that write the standard generic ad to a generic keyword.
Have you found an ad text that has a sky-high CTR and a very high conversion rate?
Consider whether you should take some of the words that are in the ad and implement them on your landing page.
Doing this will not only let the visitors know they’ve come to the place that the ad promised, but you’ll automatically emphasize the benefits that appear to be more compelling than your competitors’.
With this in mind, it’s vital to remember to be congruent with your landing page and your Google Ads ad. Don’t write cheap lamps in your ad text and then link your visitors to the overall lamp page in the shop.
Try selecting a cheap product(lamp) and link directly to this. It will often be a better approach.
There are some very general landing page questions that everyone should ask yourself:
- Can visitors get a clear picture of the website’s main purpose wherever they land?
- Can they quickly reach the front page?
- Can they identify where on the website they are within the first seconds of coming, there?
- Is there a clear call to action above the fold (first picture on screen without scrolling)?
- Is there a clear opportunity to continue the sales process (add to cart, contact info, etc.)?
Keep your landing pages clean and with important calls-to-action in contrasting colors so they stand out. You will learn more about the tools I use for conversion rate optimization(CRO) in the CRO section.
One day, one of my clients asked me why I didn’t deep link all of their keywords. I explained that with a business such as his that focuses on only one service, often more harm is done than good results from deep linking. This kind of business usually has streamlined its front page to sell their core business: sales coaching.
The front page (Homepage) was clearly the best place to send traffic because the front page is where visitors get the best sense of the company and the most unique selling points (USPs).
Returning to the discussion about working smarter, not harder, I’m sure you could get a decent conversion rate increase from creating a specific landing page for each keyword for a company with different products that cater to different audiences. If you are selling only one core service/product, and this one core service we can cover with Google Ads through different keywords.
It would simply not be profitable to start creating a bunch of extra landing pages and designing them from scratch. Think about this when you decide where to link your keywords. If you’re selling one service or your service is very specific, consider whether you should just send all your traffic to the front page.
Don’t just deep link for the sake of deep linking. Find the best part of your website for that particular phrase. Especially for small businesses, this will be the front page. But once you start having several products, categories, and services, of course, you should deep link your ads.
At the beginning of a relationship with a new client, I’m often asked whether they should start creating a separate landing page for all the different keywords they have.
The following is an example from a doctor I work with: the usual question, of creating landing pages for each keyword variation seemed like a lot of work, and I of course agreed with him.
With over 50 different keywords the task would turn into a huge project of creating different landing pages, writing content, and setting the pages up.
My advice to him was to start with his 5 to 10 most important keywords/Ad Groups and to create specific landing pages just for Google Ads. The task then became manageable, and the changes resulted in a good increase in the number of conversions from Google Ads.
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