Lower your CPC and increase your conversions by optimising your landing pages!

How To Optimise Your Landing Page For GoogleAds

GoogleAds allows you to get your website, pages and products in front of people who are actively searching for them in Google. One of the best things about the auction process in GoogleAds is you do not necessarily require the biggest bid to appear as the top advert. Through the Quality Score metric, the advert placed in the #1 spot could potentially pay much less per click than the advert in #2 or even #3. In this blog, I will outline how to optimise your landing pages in GoogleAds to improve your quality score and conversion rate.

Relevant Page

The first thing you want to make sure of it that the landing page you pick is the most relevant for the keywords. For example, the keyword [red iphone x] means the user wants to land on a page all about the iPhone X phone in a red colour – they do not want to land on the product category for iPhone X phones in different colours or even worse, a product category page for all iPhones. The worst thing you can do is give a user a page they do not want to be on, after you’ve already paid for their click.

Another factor of relevancy is using the keywords in your content. If your page is already SEO-optimised for the same keywords and phrases you have included in your GoogleAds, this most likely has already been taken care of. However, many websites will create an additional page just for their PPC adverts. Just like SEO, it is important that you include your keywords and phrases in your content. This helps improve your keyword relevancy, which is one of the factors taken into account when Google calculates your Quality Score, which in turn will impact how much you actually pay per click.

User Experience

User Experience is an important factor for a user staying on your website or not, but it also may be a hard one to optimise for depending on your skillset. Before making extensive changes to your website, it’s best to contact a professional London web design company to ensure you do not break anything. If the user lands on your page and doesn’t find your website very accessible or can’t find what they’re looking for, they’ll simply leave. This is bad enough but it’s even worse in PPC, since you’ll be paying for that visitor just for them to bounce. Aside from what is already discussed, such as relevant content and using the correct landing pages, there are other factors of user experience you should try to optimise your landing page for such as the website loading speed. If a website takes too long to load, a visitor will simply leave and find another website. Another thing to think about is the accessibility and user-friendliness of your website. If a website is confusing to use or visitors aren’t sure what to do next (ie how to convert, can’t find the form etc.) then they will simply leave without converting.

Conversion Rate Optimisation

Finally, your PPC landing pages should be optimised for conversions. If your trying to sell a product, there should be a clear and distinctive buy/add to cart button. If the goal is lead generation, you should be smart about the placement of your forms. For instance, having 2,000 words of content before your only contact form on the page might not be the best. You can draw attention to a contact us button in your navigation bar, have a sticky button that pops out a contact form, or include contact form on other areas of your landing page – such as halfway through the content etc. Make sure your call to actions are simple to understand and captures the attention of your visitors.