There is no arguing that Google Ads are highly effective! Thanks to being the biggest search engine with over 100,000 searches every second, almost any business will find its ideal customers and use the platform to grow its business.
However, to take advantage of this platform, you will need a Google Ads Landing Page. But what is it exactly? And which is a best practice for optimizing a landing page? All of this will be discussed in this article.
So if you find the topic interesting, then keep on reading.
Table of Content
- What is a Google Ads Landing Page?
- Ecommerce Landing Page Optimization - 8 Best Practices for Google Ads
What is a Google Ads Landing Page?
Photo by Le Buzz on Unsplash
For starters, let’s define Google Ads Landing Page before getting into the best practices.
First, we need to understand what a landing page is. To put it simply, a landing page is a page your website visitor goes to when they click on a link or a button. So when you’re clicking on a product in a collection page, your landing page is the product page!
So then, a Google Ads Landing Page is the page where your visitor goes to once they click on your ad. It’s that simple!
However, there are many types of landing pages. But the one we’re most interested in is eCommerce landing pages. These are types of landing pages with marketing purposes in mind. In there, your objective could be:
- Getting new leads
- Or getting sales
Why Landing Page Optimization is Important for Google Ads
In Google Ads, the two most important things to optimize are:
- The ad itself
- And the landing page
And if you don’t optimize one of them, you’ll probably lose money! Here’s why:
First, let’s talk about ad optimization. Its objective is to get traffic to your landing page as cheaply as possible. For this, advertisers create the most compelling copy and find the best keywords with high traffic and low competition.
However, their efforts could be useless if you don’t optimize your landing pages. While you might be getting a lot of traffic, thanks to the cheap clicks, it’s useless if it doesn’t convert anyone into leads or customers.
And that’s the exact reason why you should optimize your landing pages!
So to recap, your Google ads objective is to get cheap clicks, while your landing page needs to convert them into buyers!
Ecommerce Landing Page Optimization - 8 Best Practices for Google Ads
Photo by Tezos on Unsplash
Now that you’ve got a complete understanding of what a Google Ads landing page is and why it is so important to optimize them, it’s time to start taking action. For this, we’ve listed out a couple of best practices to make your landing page creation much more straightforward.
While that’s not the complete list, it should give you a great start on a highly-converting google ad landing page:
1 - Create Different Landing Pages for Different People
Before creating your landing page, you should first take some time to consider who you will make your landing page.
That’s because different people are in various stages of your funnel. For example, those who don’t know your brand might not be willing to buy from you. So instead, you might want to include some information about your brand, products, and more.
However, someone who has added your products to the cart might be more willing to buy. So for them, you might need to give them the ability to buy a product from you.
So instead of building a one-size-fits-all landing page with mediocre results, you could create separate ones and target them differently. Here’s what you should do for both landing pages:
- Top of Funnel Landing Page - For this landing page, the best people to target are lookalike audiences that might be interested in what you have to offer but don’t know your brand. For this, try to give relevant information about your company and products. And instead of aiming for sales, try to get them into an email list with a 10% coupon code.
- Bottom of Funnel Landing Page - But for this one, you should create a remarketing campaign to make your interested buyers become customers. You should add a lot of social proof like reviews, urgency, and a clear CTA to make it as converting as possible.
2 - Simplify Your Funnel As Much As Possible
If you want your landing page to be as high-converting as possible, you should simplify your funnels as much as possible.
If you don’t, your landing page might be too confusing to your visitors. That leads them to bounce from your page and not take action. So instead of doing that, you should do the following:
- Cut down your texts, leaving only the most vital info.
- Use Bullet points to add readability.
- Make your navigation simple and easily understandable.
Once you do that, it’s much simpler for your visitor to get the most vital information and take action. However, there are a couple of things you should do.
3 - Include a Clear CTA
One of these things you should do is add a clear call to action. That is one of the most critical things as, without it, most people won’t do anything if they are not told to.
But when writing one, you should keep a couple of things in mind. That’s because not all calls to action are created equal. So here’s what your CTA should include:
- Written in Active Voice - If you write in a passive voice, it seems to be more of a suggestion than the next step. So be clear and write in an active voice.
- Add Urgency - To make the landing page convert better, you should add some urgency. That makes them act now instead of later. So, for example, you could write something like this: “Order Your Watch Now.”
Additionally to those two things, another thing you should make sure of is that you make only one CTA. If you have multiple on a landing page, you’ve given the visitor the option to do something other than what you intended them to do. And we don’t want to do that!
But that doesn’t mean you need only to have it written once. You should add it multiple times. That’s especially good if you have a long sales landing page with a lot of text. So instead of having them scroll up or down, add a couple of CTAs in between.
4 - Use High-Quality Media
Your landing page shouldn’t be a page filled with text about your product and its benefits. Instead, you should add some photos and videos to your landing page as well!
Not only does it make your landing page visually more appealing, but it can be used to make it easier to sell your products. Here are a couple of ways you can do that:
- Add Lifestyle Photos - Lifestyle photos are compelling! With it, you can show your products as part of some lifestyle. And if it’s a lifestyle your customer likes, then getting your product is much more desirable.
- Add Videos/GIFs of Your Product - While images are great, you’ll instantly get more conversions if you could make some videos with your product. That’s because videos are more trustworthy than images. So if you can show your product in action, make sure you add it.
- Have Video Testimonials - Nothing makes your brand look more trustworthy than a video testimonial. With it, visitors can see people praising your products, making them more interested in buying them.
So when building a landing page, be sure to add them! It’s not only eye candy!
5 - Make it Mobile Friendly
With more than 50% of web traffic coming from mobile devices, it’s foolish not to make a landing page that doesn’t function well on mobile devices. With it, you’re losing a lot more orders and leads.
But how can you make your pages more mobile-friendly?
Well, there are a couple of things you should do:
- Have a Readable Font - Since smartphones have smaller screens, it might be more difficult to read pages with the desktop font size. So instead of doing that, adjust the size for mobile users.
- Make Buttons Bigger - Like with the font, you should also look at the size of the buttons. That’s because, with a smaller screen, it’s harder to hit the correct button. So make it bigger so it wouldn’t be challenging to press.
There’s so much more you can do to make it more mobile-friendly. However, one of the easiest ways to improve the mobile experience is through Google itself. If you go to Test My Site, you can grab your domain and then let Google analyze your page.
Then it will tell the exact things you should change to make it more mobile-friendly.
6 - Have Your Above The Fold on Point
“Above the fold” comes from journalism! It indicates the top part of a newsletter with all the necessary information without unfolding. And for websites, this means the amount of your page that you see without scrolling.
And if you want your landing page to be highly effective, you need to make sure that your above-the-fold is well done. In there, you don’t want to have a lot of information. Instead, you only want to have:
- A title with the most critical information
- And a call to action.
This way, you’re not bombarding your visitors with a lot of information! It is visually more appealing and lets people do the action without having to scroll!
And that’s how you optimize your Google ads landing pages. So instead of letting this information go to waste, why not take action? With Shoplazza, it’s easier than ever to create Google ads!
That’s because we’ve integrated with Google Ads, allowing sellers like you to set up campaigns directly from our dashboard and manage them. So if you haven’t yet tried Shoplazza, you can register for a 7-day free trial!