The Landing Page in Google Ads is one of the last links in the chain of SEM actions that we can optimize in our advertising campaigns. Once the user has clicked on one of our ads, he will reach a page whose composition and optimization is important to achieve our goals.
Table of contents
What is a Landing Page?
A Landing Page is the place where we want to take the user after having captured his attention. In this place the user will expect to obtain the promised information, either a series of articles if we are talking about an ecommerce, or the possibility of filling out a reservation or registration form, for example in the hotel sector.
With this we manage to take the user to a stage of the sales funnel much closer to making a transaction. From now on, the success of this happening is not so much in the hands of the SEM staff but in the quality of what is being offered and that the prices are competitive.
Landing Page as a Quality Score factor
The Quality Score in Google Ads is a score that Google gives to advertisers based on the quality with which their ads are made.
This score goes from 1 to 10 and can be observed once the campaigns have been running for some time. It essentially evaluates the relevance of the Keywords with respect to the published ads and in turn the relevance of the landing page with respect to these ads.
The landing page must therefore be relevant to what is being advertised, both the url and the Keywords must reflect the same subject matter as the ads. The user does not get a surprise when he gets there and does not find what is implied in the ad, otherwise this will be penalized by Google.
So the landing page has to have a correct seo optimization and besides this it has to offer a good user experience.
The higher our Quality Score will have a positive impact on our campaigns, improving the position of our ads and reducing the amount of money used in the bids, making our Cost Per Click go down.
On the other hand, to know how related the landing page is for the users, we can use the Bounce Rate metric that we will obtain from Google Analytics. This metric will be of great help to us because if people once they access the landing page stay there for a long time, it means that it is correct in terms of design and relevance.
Objectives of a Landing Page in Google Ads campaigns
Each Landing Page has to be designed for each objective, which will be different depending on the type of business and the stage of the sales funnel in which we are. If, for example, we are talking about an online store and an advanced phase, the objective has to be to achieve the sale.
If, on the other hand, we are in a less advanced stage, we may be interested in a registration in order to send interesting information to our potential customer and thus achieve a link with the company so that we can subsequently lead to a more transactional objective
Thus, we can distinguish several conversion goals in a Landing Page:
- Form registrations
In this case what we are looking for is that the users leave us the contact once they have clicked on one of the ads so that later, for example, the commercial department can contact them to give them more information or solve their doubts. It is for example a service that we can find in a Lawyers consultancy.
We are not selling any product nor is it an ecommerce, here the client is looking for more information with the possibility of subsequently contracting a series of services.
- Sale of products or services
This is the most used objective. For example, if we are advertising a specific product or a category of products, we land on the landing page of an ecommerce where all these types of products are sold.
- Get Subscribers
Our goal in this case would be to get subscribers for example to offer them a newsletter and gradually get this user to become a customer.
Characteristics that a Landing Page should have
Descriptive and eye-catching title
The title is the first thing the user sees when arriving at the landing page, so if it is descriptive and corresponds to what the user expects from this place, it will be of great help to continue browsing the web.
Logically, the more attractive and creative it is, the better, but without forgetting that it must be optimized in terms of keywords.
Describe the benefit that the user is going to obtain
Near the title there should be a few lines describing the benefit that the user will obtain after clicking on the ad and arriving at the destination page. It has to be clear and informative information.
For example if we are on a landing page of a category of devices for pc, this information should describe what types of devices we are going to find there and what qualities they have.
Attractive content
It is important that a motivation to purchase appears in addition to the title and description. It is important to provide the user with content that is attractive and encourages the purchase is important because it will help the user to take this last step.
In order to achieve this motivation we will emphasize the following
- Gains to be obtained by the user
This refers to everything that the product or service being promoted will provide.
- The value of the product and the competition
Here we will take into account all those aspects that make the product special, highlighting what you will find in it, unlike what you will find in those of the competition.
For the elaboration of this section we will have the possibility of making it long and developed, especially in the case of products that require a high expenditure, while if they are products of little economic value where the purchase can be more impulsive, we can do it in a more summarized way.
The option of replacing this text with a multimedia format is also a good option if the appropriate resources are available to carry it out.
Do not decentralize the user
The objective is not to alter the user’s concentration on what is important, i.e. the information, the products or the form, therefore we must avoid actions such as the possibility of scrolling and the user’s attention being diverted to aspects that are not relevant for conversion.
Optimize the Form
The form must work perfectly and be simple for the user. It does not have to have a large number of fields to fill in to make life easy for our potential customer. The visual attractiveness of the form will also have an influence.
Do not mix objectives in the same Landing Page
All the efforts that are being made in the ad and its corresponding landing page should be aimed at achieving the same objective. If we mix the sale, for example, with the sending of a form, the only thing we will achieve is to create confusion in the user.
Conclusion
The Landing Page is another factor to take into account when we carry out our SEM campaigns. If we have already managed to capture the attention of a user interested in what we are proposing in our ads, now we just have to get the last step and reach the Lead.
For this it is essential to have a well constructed landing page. Designing one as related as possible to the objective of our advertising campaigns will be the most advisable since we will have more chances to achieve the user’s conversion and not create confusion once the person accesses it.
what is your experience with Landing Pages in your ecommerce? Tell us your experience and if you have any questions, do not hesitate to write us.
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