Improving Your Google Ads Results – Your Landing Pages

Like many businesses, you are wanting to maximise the return on your Google Ads spend.  Often the focus is just on your Google Ads campaign set up, with a much lower consideration to the ads Landing Page.

With Google Ads there are two highly integrated and key components, both equally impacting on your campaign performance and return on investment.

• Your Google Ads set up
• Your Landing page

Your Google Ads Set Up

Your Google Ads set up is important for optimising your promotional spend, so that ads are targeted and displayed optimally for prospective customers.  In essence, the Google Ads platform has the primary role of driving on topic traffic to your chosen landing page.

Correct set up of your Google Ads campaign includes:

• Using the most effective keywords and keyword match type (broad match, phrase match, exact match).
• Monitoring Search Terms and then where required adding negative keywords.
• With your ad text, using compelling and relevant ad text, both at the Headline level and Description level.
• Adding relevant SiteLinks, and other Assets like Structured Snippets and Callout text.
• Using the correct and most suitable campaign type, e.g. Search campaign, vs Performance Max campaign, vs Standard Shopping campaign.
• Note: All the points stated above are key for optimising the performance of your campaign.

Your Landing Page

This is the key component when it comes to driving conversions. The Conversion action, in essence, of getting a prospective client to call you or complete an online enquiry form, is a direct result of the quality, appeal, and relevance of your landing page.

 7 Key Considerations for your Google Ads Landing Page

1. Does it closely relate to your ad text and the keywords used by the website visitor?
2. Does it quickly and effectively communicate the features and benefits of your product or service?
3. Are you maximising your marketing and promotional messages high up on the landing page?
4. Are you using strong page layout, that is clear, with good use of Headline text?
5. If appropriate, are you including a customer Testimonial, to highlight what previous customers thought of your product/service?
6. If you are including an offer, if so, is it strong and enticing?
7. Are you showing your businesses or service credentials, which helps build the ‘know, like and trust’ factor that new prospective clients respond to.

What’s more, and if possible, have you been able to include anything like a promotion, or a special price offer on that page, e.g. free consultation, download a checklist etc.

So, when developing your Google Ads campaign, don’t overlook the importance and role of your Landing Page, as that is key for getting client conversions.

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Note: Aztera Marketing in Wellington is an approved Google Partner. We are Google certified in Google Search Ads, Google Display Ads, and Google Shopping Ads. We provide full Google Ads campaign management to small and medium sized businesses.