What Content Should Be On a Landing Page for Google Ads
You need a Search Engine Advertising landing page if you place ads on Google. So, the Search Engine Advertising landing page is the landing page that users land on when they click on an ad on Google. It is crucial for the success of the landing page that the user is immediately picked up and convinced. In landing page content for Google Ads, the text must be as precise as possible, must match the Ad content in the snippet and the layout must also be convincing.
According to a Google Tweet, ‘Your ads represent your products and services. The more relevant and engaging the ads are to your potential customers, the more likely they are to generate revenue.’
Potential customers who don’t like what they see on the landing page will quickly bounce off and look for better results. Users make this decision within a few seconds. So the following applies: You have to convince immediately with your Search Engine Advertising (SEA) landing page. Here are our insights on this topic.
Do I need a separate landing page for SEO and Search Engine Advertising?
If you have the time and resources, it usually makes sense to create individual landing pages for Search Engine Advertising and SEO, simply because there is usually a different search intention behind SEO pages. It is very often about the transfer of information. This means that organic search pages have to be significantly larger to rank successfully and often have a different orientation than Search Engine Advertising pages.
Search Engine Advertising landing pages very often have a commercial purpose, customers who click on these pages are usually very far along the customer journey and are interested in buying products or services. Sure, webmasters pay money for Google Ads campaigns. Here it is particularly worthwhile to put the purchase intention in the foreground. Search Engine Advertising pages are therefore often designed more concisely and get to the point in the field of vision.
However, a separate Search Engine Advertising page does not always have to be created. Always think about what the user wants to find on the page. It is worth taking a look at your competitors, both in the organic search and in the paid search. Then you can decide whether two sides are necessary.
Tips for successful Search Engine Advertising (SEA) landing pages
So that as many users as possible click on your ad and carry out the desired action on the page, i.e. conversion occurs, there are a few things you can consider. We will show you tips from our experience as a content marketing agency, which we have collected over the years and which have proven over and over again.
1. Provide relevant content
The users must find relevant content that they expect. If you don’t provide it, you will quickly realize that your Search Engine Advertising page is not working. From the landing page content for Google Ads to the order page, everything has to be consistent. What you promise in the ad text, you have to deliver on the landing page. It is about providing information that is easy to understand and as concise as possible.
Ad and landing page as a coherent unit
- The main search term must be included in the ad text and on the landing page.
- The language and wording should be consistent.
- Offers in the ad content must be found on the landing page.
- USPs should be prominently placed in the text of the ad and on the Search Engine Advertising landing page.
The main keyword should be in the title and the body. All content should also be reflected on the landing page content for Google Ads.
Content on the landing page – brief but sufficiently informative
For the landing page, you have to think carefully about the search intent behind a keyword and what the user expects on your landing page. Are users already looking for products? Then you can direct them to an existing product page. Do they need more information because your product needs an explanation? Then a Search Engine Advertising landing page that provides additional information is worthwhile.
At TextProz, we can write perfect content for your landing page that will help you get more visitors and customers.
2. Build trust
I’m sure you know that from yourself when you come to a site and the slightest doubt is awakened in you that it is not trustworthy, you leave it and look elsewhere. It is therefore particularly important that you build trust on the landing page. Only then does a visitor become a conversion.
To win the trust of the visitors:
Provide important information about products/services: from prices to delivery conditions to services.
Pay attention to a coherent layout: The overall picture should be clear and easy to understand. Don’t overload your site. A look at the competition shows what is possible.
Enable contact: If the customers have questions, they should know immediately where they are answered. Clearly show users how to contact you.
Include trust-inspiring elements: Seals of approval that suit your business is a good option here. But don’t overdo it and only use seals that you own. Positive customer reviews also create trust.
Do not ask for too much information in forms: Forms are great if they lead the customer directly to the contact or service. They should be user-friendly and not ask for too much information.
3. Ensure high usability
A clear page design and good functionality of all elements are crucial for the success of your Search Engine Advertising campaign. The user should find the way around quickly and be guided by the information on the conversion.
Of course, this means that you know the goal of your Google Ads. Should the customer buy a product, fill out a contact form or start a download? You then have to optimize the Search Engine Advertising landing page towards the goal so that the customer quickly gets to where you want them to be.
This ensures good usability:
Insert CTAs: Solid calls for action in the form of buttons show the customer immediately what to do. Be sure to formulate clear call-to-actions such as: “Contact us for free” or “Buy XY here”. The CTA should be visible and the design should stand out from the rest of the content.
Avoid pop-ups: Pop-ups on the target page distract the user and in the worst case this can lead to a direct jump. It is also possible that Google will therefore reject your Search Engine Advertising ad.
Place everything important in the field of view: A user should not have to scroll for a long time to find important information. Everything important belongs in the field of view. Think about what the user wants to see first.
Optimize loading times: If your page loads too slowly, users will jump off in annoyance. Optimize your loading times for mobile devices too, because Google has switched to Mobile First. You can use the Google tool to check the speed.
4. Set up conversion tracking
You want to measure the success of your Search Engine Advertising ad, so you need conversion tracking. This is the only way you can see how many users are converting and evaluate the success of the ad and the Search Engine Advertising landing page. Google provides you with instructions on how to do this.
Be sure to set the separate Search Engine Advertising landing page to “noindex” so it doesn’t appear in organic search. Of course, if you have a common SEO-Search Engine Advertising page, that doesn’t make sense. Also, avoid internal links to Search Engine Advertising pages.
5. Monitor and optimize your Search Engine Advertising campaign in your Google Ads account
Once you have considered the above tips for the Search Engine Advertising landing page, it is time to regularly monitor your Search Engine Advertising campaigns and check how users like your landing page. To do this, you should look at different levels from conversion rate to quality score.
The conversion rate
Analyze the conversion rate regularly. This way you can see how many conversions have happened on the landing page, so you can evaluate how well your Search Engine Advertising LP is received by users.
If your conversion rate is very low (it can of course vary from industry to industry), you should take a closer look at your LP: If, for example, the number of clicks is very high, there seems to be general interest – on the LP, however, there may be things preventing users from converting.
The Quality Score
The Quality Score is specified at the keyword level. You should keep an eye on this because you get an impression of whether the ad and the landing page fit together and match the search intent of the user.
Estimated click-through rate: Here, Google predicts the likelihood of the keyword or the ad that was triggered by it being clicked.
Ad relevance: Here you can check whether your booked keywords match your ads.
User experience with the landing page: Here, Google estimates how relevant the landing page is for the user.
The bounce rate
You can see the bounce rate in your GoogleAds account if you have linked the account to Google Analytics. You can view the bounce rate at each level (i.e. campaign, ad group, keyword, & ad level).
A high bounce rate is bad if the conversion requires calling up several pages (e.g. in the ordering process). But if you provide information on a blog page, for example, a high bounce rate is completely normal, because users are only looking for a very specific piece of information and bounce off as soon as they have found it.
One major factor besides design is the optimized content on a landing page. Contact TextProz website content writers to order landing page content.
Building a landing page for your Search Engine Advertising campaigns isn’t rocket science, but it’s worth investing some time in creating. At the very beginning, you should always consider whether you need your landing page for SEO and Search Engine Advertising, or whether the search intention is similar so that a common landing page is sufficient.
Then it’s time to create the target page. In addition to a suitable objective, for example, winning leads or conversions, your site must also be convincing in terms of content and technology. Make sure that you optimize your Search Engine Advertising page for the main keyword, which should also appear in the ad text.
Make it clear to customers what action you expect from them and guide them to the desired interaction with your landing page with a clear layout, suitable CTAs, and trust-building elements.
Ease of use is also crucial alongside the content of the site. Fast loading times, an appealing design, and appropriate CTAs are crucial here.
Last but not least, don’t forget to optimize and check the Quality Score and also keep an eye on the bounce rate, especially if you run an online store.
Do you need help? Contact TextProz for optimized landing page content.
February 27, 2023
February 25, 2023
February 22, 2023