If you don’t know how to make a landing page, don’t invest in Google ads!

After working in Google for so many years, my biggest feeling is: when it comes to Google’s poor conversion data, many sellers first think of keywords and bidding. In fact, the user experience optimization of the landing page is also very important.

A good landing page can not only quickly attract visitors’ attention, but also guide them to take action, thereby bringing more sales and revenue to the brand. In order to help everyone have a better idea to improve conversion rate, I am going to talk to you about Google landing pages from the following aspects:

1. Why should ads be linked to relevant landing pages?
2. What are the excellent landing pages recognized by Google?
3. What are the key strategies for creating an excellent landing page experience?
4. How to find the Google landing page experience score?

PART.01

Why should ads be linked to relevant landing pages?

Some advertisers will link PPC ads directly to the homepage, which is actually not conducive to promoting conversion. The reason is that the original intention of the design of the homepage is to optimize the user’s browsing experience, rather than directly promote conversion. In contrast, directing ads to relevant landing pages can enhance the possibility of conversion for the following reasons:

1. Focus on experience to improve conversion:

Potential customers click on ads because they are interested in the products or services in PPC ads, so it is more reasonable to direct them to a separate page designed specifically for the promotion rather than a homepage with complicated information. Doing so ensures that they get a more focused experience consistent with the promise of the advertisement.

2. High-conversion landing pages are designed for action

Whether it is collecting information, selling products or registering for activities, these pages are designed to guide visitors to perform specific CTA actions without interference, such as submitting personal information, making purchases or completing registrations.

3. In-depth analysis and optimization

Landing pages are designed to facilitate efficient tracking and data collection. By deeply analyzing this data, you can accurately identify which ads bring the most traffic, which landing pages perform best, and the specific location where conversions occur. Based on these insights, you can further optimize the conversion path to improve overall performance.

4. Message matching optimizes advertising effects

Google evaluates the relevance of landing pages based on keyword bids and ad copy. Ensuring that the content of the ad and the landing page are consistent not only deepens the impression of the information on the potential customers, but also confirms its relevance. This practice will help improve the quality score, thereby reducing the cost of clicks, and ultimately optimize the overall effect of the advertising.

PART.02

Excellent landing page recognized by Google

A high-quality landing page experience is not only important for visitors, but also effectively improves Google rankings. Google points out that creating such an experience requires attention to several key factors: the usefulness of the content and its relevance to the ad, an intuitive user interface, smooth navigation, appropriate link settings, and ensuring that the content of the landing page meets the expectations of users after clicking on the ad.

Next, I will talk about these key factors one by one:

Practicality and relevance of content: After clicking on the ad, visitors can quickly find the promised product, service or discount information. The high relevance of the ad and the landing page ensures that the page accurately meets the needs of users, directly responds to their search intent, and brings a satisfactory experience.

Smooth navigation experience: An excellent landing page should be easy for users to browse quickly and find what they need without multiple clicks. Google recommends pages with intuitive navigation and friendly layouts to ensure that users can complete the expected actions without obstacles, and recommends avoiding layouts that block key information, such as pop-ups or download banners.

Reasonable number of links: The number of links on the landing page should be moderate. Although links can provide additional information, too many links will distract users and prevent them from completing the expected actions. Therefore, the number of external links should be limited, such as removing unnecessary header and footer links, and only retaining strategic links to improve the landing page experience.

Meet user expectations: The promise in the ad should be consistent with the content of the landing page. Meeting or exceeding user expectations can enhance user confidence, reduce bounce rates, and improve Google Ads Quality Score.

For example, if the ad claims to provide healthy and delicious coffee that is good for the intestines, the landing page should highlight its uniqueness and deliver on its promise by showing high-quality coffee and telling brand stories.

PART.03

The key to creating an excellent landing page experience

An excellent landing page experience is the core of attracting and retaining visitors and promoting conversions. If you want to further tap the potential of your landing page, the fastest way is to log in to the Media Manager platform and start advertising self-investment (click on the image link below to get a chance to open a free account), and grasp the key optimization techniques listed below to improve the conversion of your landing page.

1. Personalized information matching

When the advertising information is accurately matched with the content of the landing page, it can clearly and effectively convey to visitors that they have found the right destination, thereby enhancing visitors’ trust and sense of belonging.

The Wall Street Journal successfully promoted its attractive weekly subscription offer by ensuring that its advertising and landing page information are completely consistent, effectively attracting the attention of potential subscribers and promoting an increase in subscription rates.

2. Clear and attractive title

A clear and attractive title can quickly catch the attention of first-time visitors and let them quickly understand the products and services you provide.

Luxury car brand Mini Cooper uses a catchy title to promote its first all-electric MINI Aceman in a key display area. The title attracts visitors through clever word games, while highlighting the luxury of the car model and stimulating their interest in further learning.

3. Visually appealing and relevant hero images
   In Adidas’ latest Mother’s Day campaign, the brand showcased a vivid image of a diverse group of women wearing Adidas apparel. This image not only has a strong visual impact, but also closely ties into the campaign theme, effectively helping users imagine the ideal gift for their mothers.
4. Persuasive copywriting

The copywriting of a landing page plays a crucial role in determining whether users bounce off the page or continue to convert.

Take Dropbox Backup, for example. It strikes a chord with a catchy tagline, suggesting that work-life balance is its unique selling point. At the same time, the copywriting further supports this emotional appeal by explaining the practicality of the offer in detail, thereby enhancing the persuasiveness of the copywriting.

5. Product features and benefits

By clearly displaying the features and benefits of a product, you can greatly enhance potential customers’ imagination of how the product can improve their lifestyle and increase their willingness to click on the CTA.

The airSlate page cleverly organizes the platform features into easy-to-navigate tabs, making it easy for visitors to understand the various functions of the tool and the benefits they can get after signing up.

In addition to the above 5 methods to help you create an excellent landing page experience, you can also further improve your page browsing experience by creating eye-catching CTA, mobile friendliness, social proof and trust, A/B testing and optimization, etc. If you need to know about this, you can leave us a message in the comment area.

PART.04

How to find the Google landing page experience score?

Want to improve the conversion efficiency of your website? Understanding the Google landing page experience score is a key step. Here are the relevant operations on how to find your Google landing page experience score.

1.Please log in to your Google Ads account.

2.In the menu on the left side of the page, please click “Promotional Activities” and then select “Search Keywords” under “Audience, Keywords and Content”.

3.Click the “Columns” icon above the table.

4.Expand the “Quality Score” section and view the status of the current quality score and its components by checking the box next to the required measurement.

5.The quality score of the previous reporting period will be marked as “Historical”. You can observe the changes in the daily score by breaking down the table by day.

6.Finally, please click “Apply”. Now, these columns will be displayed in your statistics table.

After completing Google landing page optimization, you not only improved the user experience, but also significantly enhanced conversion efficiency and advertising effectiveness. To further tap the growth potential, you can scan the code to add our Google Ads experts, who will provide you with personalized strategic suggestions to help your business achieve continued growth and success.