Google Ads and Campaign Landing Page
Have you ever left a movie because it was too stupid to waste your time? It happened to us all.
What’s the connection between movies, AdWords campaigns , and landing pages? About the same between the prophet, gold and Transylvanians. I mean he has!
Your landing page is just like a movie that doesn’t suit your audience at all. Because you spent a small fortune bringing them there.
Both your movies and your landing page should look good and attract your audience
As loud and shiny trailers attract the public, as it should do and ads and banners display , intelligently designed and colored. Both are evaluated based on the audience generated, taking into account two distinct periods (parts): before and after the movie trailer, respectively, before and after viewing the landing page ads.
How Important Is Paid Advertising? Get 70% of your search traffic on Google!
The strategy for converting (completing the sale) traffic from organic results is a bit more subtle than the one valid for paid traffic. Paid ads communicate much more directly that they intend to sell something. That is why it is important that a “movie” be dedicated to this traffic only for him.
Advertisements are of paramount importance for the simple reason that they attract almost 70% of search traffic.
Yes, out of 10 relevant Google searches, 7 will click on an ad!
In addition, 25% of search engine clicks will go to Premium ads.
So paid ads are not only important, they’re even more likely to drive relevant traffic.
Simple! When a user clicks on a PPC ad, they are aware that they will instantly reach the desired page. Or so it should be if that ad campaign is a properly set segmented, managed and optimized .
What an AdWords Landing Page Must Contain
The theory is that your Google ad landing page should create the prerequisites for two major goals:
- Maximize your AdWords campaign quality score ;
- Let him do his job! (to convert);
It sounds pretty simple but it’s not. The vast majority of landing pages are great, but… seriously one or the other, or both.
How not to take a card
So to avoid a yellow card, here are some important things a landing page should contain :
- A relevant action-driven headline (and extremely close to the title of the AdWords ad)
- A relevant subheading (close to the details set out in rows 1 and 2 of the notice)
- A clever text (in the main body of the page) that briefly lists the benefits (not just the features of the product)
- Symbols that suggest trust in the form of customer logos or testimonials
- A clear and contrasting call-to-action
- A lead form (fields differ depending on the specifications of the promoted offer)
- A relevant image, suitable for the promoted offer or the use of elements that appeal to the emotional side of visitors
See here services Red-Dot.ro of web design & creation landing page
With this knowledge, let’s analyze two landing pages and their corresponding ads.
Examples of Google AdWords Landing Pages
A google search for the “hemorrhoid treatment” service I received the results:
We will analyze results 1 and 3: Laurus Medical and Proctoline.
Example 1 – Proctoline Ad:
The relevance of the keyword (search term) in the ad title is 100%. In addition, the text of the announcement provides you with sufficiently pertinent information: treatment without surgery / without hospitalization, 14 clinics in Romania, call extension.
The landing page of the Proctoline ad looks like this :
Example Landing Page Google Ads Campaign – No!
First of all, the page seems to be one like any other of the site. Therefore, it is not specially prepared to welcome and use such “expensive” users brought to the site through the Google Ads campaign.
The header of the site looks like that of a regular presentation site. There are too many links that invite you to leave the page and too few details that invite action. The navigation links so visibly and temptingly placed only invite the user to get out of the movie. There are real “escape routes” on the page. The question is, why would you give good money on that click just to bring the visitor to the site and give them so many tempting options to go out?
The page also lacks a relevant title to invite action. The user searched for “hemorrhoid treatment”, saw clearly in the ad what he was looking for, clicked and reached the landing page and here… Here, nothing more!
Example 2 – Laurus Medical Announcement
The relevance of the search term is 100% in the title 1 of the ad. The ad seems rounder, better constructed, more “interested” in providing relevant information to the user. Also, the area occupied by the ad is visibly larger. Ad extensions are also present, visible and attractive.
The landing page of the Laurus Medical ad looks like this :
Example Landing Page Google Ads Campaign – Yes!
First of all, the feeling is that the page is specially prepared to welcome the users generated by the Google Ads campaign.
The page looks airy, the title makes direct reference to what the user was looking for, what they saw in the ad, and what they now find on the landing page. The call-to-action buttons are clear and contrasting and the textual content is well displayed, clear, punctual, easy to navigate.
In addition, the user quickly and clearly sees the steps to follow. At the bottom right of the page there is a new interactive way to entice the user to take action by inviting them to a live chat.
Here is an example of “yes!”:
- The title is clear and relevant and also includes the terms originally found by the user in the AdWords ad
- There is also a subtitle relevant to the field of activity – the extensive experience of the health care provider
- The textual content in the main body of the page is very well separated and punctuated and with relevant images
- The call-to-action buttons are contrasting and well defined
- For users who want even more information, the steps to follow the procedure are simple and clear presented and represented
- There is an interactive live chat that invites the user to further action (start the conversation)
- In the middle section of the landing page there is clear and easy to go information about clinics, experience, treated patients, specialties. Also a video and a new Call to action button
What are the differences?
The differences between the two examples speak for themselves. When we plan to launch an AdWords advertising campaign, the plan must be made not only for the part of capturing users who are looking for terms of interest for your business, but you must also be careful about where you send them and what will happen. with them once they reach the landing page.
- Try maximizing your AdWords campaign quality score
- Optimize your landing page to include the necessary details
- Try to get the “Perfect Triangle” – match between: search term – ad title and content – title, subtitle, content, landing page design and functionality
- Try to think like a user and intuit his expectations, intentions
About the user’s intentions
The user’s intention can be translated into his expectations when he enters a keyword on the search engine.
With the help of this correlation: “search terms vs. user expectations / intention ”you can guess in turn what the user thought.
Analyze keywords in correlation with user intent and close the circle by creating the right ads reflected in relevant landing pages . You need to discover those keywords that express your intent to buy and match them to your landing page and overall AdWords campaign strategy.
About optimizing your AdWords campaign
Ad groups with a large number of keywords are difficult to optimize and manage, and are generally not very effective.
The explanation is that, having many search terms in the same ad-group, you will not be able to get the “perfect triangle: you will not be able to broadcast the right trailer or the expected movie (the relevant ad and the appropriate landing page).
There are campaigns where it is effective / advisable to have even one keyword per ad-group. You will be able to obtain and control the correlation: search term-ad-landing page. As a general rule, an ad group should be flexible (up to 20 keywords), avoiding over-populating / cluttering as much as possible.
That’s about all I had to say about landig pages suitable for an AdWords campaign. Don’t forget, we are waiting for you for a coffee if you want more details!