Well-made landing pages help 68% of businesses acquire new leads. With internet users clicking fewer and fewer paid ads these days, digital marketers can\u2019t afford to be lazy while they build them.\n\n\n\nSo, friend-to-friend, we\u2019re going to explain why you shouldn\u2019t slack off on landing pages. Listen up!\n\n\n\nThere\u2019s no denying that landing pages play a significant role in online conversions and lead acquisition. \n\n\n\nBut, knowing when to use a dedicated landing page vs. a service\/product page on your website can sometimes be confusing.\n\n\n\n(hint: a landing page is almost always the right choice.)\n\n\n\n\n\n\n\nThe Differences Between Landing Pages & Website Pages.\n\n\n\n\n\n\n\nLanding Page Components\n\n\n\n\n\n\n\nSingle page created for a specific advertising campaignDesigned for conversionsConversion-focused copyDiscusses one particular topic\/offerAlmost no internal linkingLimited navigation optionsA clear call-to-action (CTA)\n\n\n\n\n\n\n\nWebsite Page Components\n\n\n\n\n\n\n\nDiscuss multiple topics related to the businessThorough internal\/external linking to other pagesModules, panels, sidebars, header (Complete navigation to all sections of the website)Conversion-focused copy mixed with educational, informational contentMultiple goal & conversion elements\n\n\n\n\n\n\n\nAlthough landing pages and website pages might look very similar, the desired user behavior is much different. Also, their formatting and structure are deliberately designed to impact how users interact with them.\n\n\n\nLanding pages are streamlined and hyper conversion-focused, hence the lack of internal linking and navigation.\n\n\n\nWebsite pages, on the other hand, are meant to provide multiple pieces of information and entice users to visit other parts of a website. Therefore, pages are almost the complete opposite of what marketers strive for with landing pages.\n\n\n\nUnfortunately, due to the deluge of tasks on a digital marketer\u2019s daily to-do list, we occasionally cut corners.\n\n\n\nWhen it comes to a Google Ads campaign, a landing page is your best bet for true optimization efforts. Landing pages also help ad campaign success while saving money. They\u2019re worth putting in the extra effort to make them shine.\n\n\n\nWith the plethora of tools available for rapidly building and deploying professional landing pages, paid campaigns should almost all have dedicated landing pages speaking to each offer.\n\n\n\nAs we\u2019ll discuss later on, carefully designed landing pages can lead to better ad engagement. (We all know how much Google loves rewarding businesses for providing great UX.)\n\n\n\nSo do yourself a favor and put the added elbow grease into creating individual landing pages for all of your paid ad campaigns.\n\n\n\nWhy? There are a few reasons why landing pages work best for paid ad campaigns, especially on Google. \n\n\n\n\n\n\n\nLanding Pages Help Increase Your Quality Score\n\n\n\n\n\n\n\nSo, you\u2019ve done your keyword research, created your different ad groups, and now you\u2019re ready to begin your campaign. There\u2019s just one more crucial step; the landing page!\n\n\n\nWhat happens in this critical moment often separates the best ad campaigns from the weakest. Don\u2019t ruin your campaign before it even begins by forgoing a landing page.\n\n\n\nThe focus should now be centered around ensuring your ad appears above all other ads. But, how does Google decide which ads to show first?\n\n\n\nIt\u2019s a combination of how competitive your keywords are, your bid amount, and your Quality Score.\n\n\n\nGoogle\u2019s Quality Score doesn\u2019t technically directly affect your ad. That is to say that if you have a Quality Score of 6, then it doesn\u2019t mean that someone with a Quality Score of 8 is going to rank higher than you automatically.\n\n\n\nHowever, having a higher score does help you reduce your ad spend. And, one of the three major factors of a high-Quality Score is having a superb landing page.\n\n\n\n\n\n\n\nThe Three Main Factors That Go Into Google\u2019s Quality Score:\n\n\n\n\n\n\n\nRelevant keywordsAds that contain identical or relevant keywordsA congruent landing page with exceptional UX\n\n\n\n\n\n\n\nIf all three of these factors are perfected, Google will likely assign your campaign a higher Quality Score.\n\n\n\nWhen it comes time to determine how Google ranks your ad against the ads of your competitors, you won\u2019t have to bid as much to rank first.\n\n\n\nThis can end up saving you a significant portion of your budget each month.\n\n\n\nThink about it this way; if your ad\u2019s Quality Score is nine and another person\u2019s ad has a score of 5, then your bid doesn\u2019t have to be nearly as high as theirs to jump to the number one spot.\n\n\n\nOver time, this helps a lot in saving on wasted ad spend, thereby optimizing your campaign efforts across the board. Therefore, it pays to focus on your campaign\u2019s landing page experience.\n\n\n\n\n\n\n\nYou Need Highly-Focused Pages Centered Around Conversions\n\n\n\n\n\n\n\nIt\u2019s important to talk about why Google ranks individual landing pages as having a higher quality than others.\n\n\n\nIf the page that you\u2019ve connected to your Google Ad is a sub-page of one of your category pages, it may be hard for Google to assign a quality score.\n\n\n\nA high-quality landing page, in terms of paid ads like this, provides the searcher with precisely the kind of relevant information they\u2019re looking for. And, it does so without distractions.\n\n\n\nThis means that if someone searches for \u201cget an auto insurance quote,\u201d then the ad that appears should have text that says something like \u201clooking for an auto insurance quote?\u201d\n\n\n\nWe know, it\u2019s crazy, but Google truly wants to provide its users with the best possible, most relevant information available. This is the guiding principle that should influence how marketers write and structure their content.\n\n\n\nOK, back to what we were discussing\u2026\n\n\n\nOnce a searcher clicks on the ad, the link should take them to a landing page solely dedicated to this ad and the relevant keywords. In other words, the content on the landing page should be pertinent to both what the searcher typed into their browser, and the text within the ad they clicked on.\n\n\n\nNobody likes to fall victim to a bait-and-switch, and Google will catch on quickly if they suspect your landing page isn\u2019t providing what you promised in the ad. So keep it relevant! We really can\u2019t emphasize that enough.\n\n\n\nThe landing page itself should be straightforward and contain only the information they\u2019re looking for. Bullet points are a great way to list relevant content that describes a bit more about your auto insurance offers.\n\n\n\nThen, there should be a big title that says, \u201cget a free auto insurance quote now.\u201d\n\n\n\nFinally, a searcher should see a form they can fill out or a button they can click to email or speak with someone directly. This may sound elementary to a seasoned marketer, but you would gasp in horror at how often we come across landing pages that are void of any clear CTA.\n\n\n\nLanding pages shouldn\u2019t have menus to distract them from completing the action they set out to achieve when they first entered their search terms on Google. This is why you will often find landing pages without traditional navigation bars.\n\n\n\nThe goal of a landing page is to keep the user engagement for as long as possible, eventually guiding them to your conveniently placed, irresistible CTA.\n\n\n\nBy using a website page for this function, it\u2019s hard to stay as focused as you can with an AdWords landing page. Website pages have menus, navigation bars, and other information that distract the user.\n\n\n\nRemember, the goal is to achieve as many conversions as possible, whether that\u2019s a call, email, or fill out a form. Remove all the noise that may prevent them from doing this.\n\n\n\n\n\n\n\nThe Ability to Measure Conversions\n\n\n\n\n\n\n\nWhen you\u2019re working on increasing your paid traffic efforts, it\u2019s imperative to be able to measure everything that you\u2019re doing.\n\n\n\nWithout monitoring the campaign, you won\u2019t know how to optimize. The more time spent in the account, the more you'll understand how to use different keywords, or even change your offerings to fit the searches being made.\n\n\n\nIt\u2019s vital to start doing this as early as possible during the campaign. How confident can you be in the effectiveness of your campaign if there are gaps in your conversion tracking?\n\n\n\nRemember, that with a paid ad, the ultimate goal is usually to promote a call to action. You\u2019re driving people to your website, often, to complete an action.\n\n\n\nThis can be to get them to sign up for your newsletter, download an e-book, or to fill out a form. Whatever it is, the landing page should direct their focus toward completing this action.\n\n\n\nNow, how are you going to measure these efforts most effectively?\n\n\n\nUsing a landing page is the best way to do this when it comes to these kinds of campaigns.\n\n\n\nIf you use a regular website page, you can indeed measure conversions. You\u2019ll be able to see when someone fills out a form or clicks on a button.\n\n\n\nHowever, with a landing page, you\u2019ve removed all of the distractions from the page. Hopefully, it's done so in a way that allows you to see all the data behind when somebody completed the action.\n\n\n\nAdditionally, a typical website page might receive conversions from visitors who reach it through channels other than PPC, like organic, social media, or email.\n\n\n\nIf multiple visitors from multiple channels are converting on a particular page, it can prove to be tough to calculate the ROI for a paid ad campaign.\n\n\n\n\n\n\n\nMake The Most of Your Advertising Budget\n\n\n\n\n\n\n\nThe key to making Google Ads work for you lies in learning how to optimize all of the different aspects of an ad campaign, and this includes your landing pages.\n\n\n\nYou might be able to see some success by only using one of your website pages as the destination URL.\n\n\n\nIf you\u2019re committed to improving the quality of your ads and optimizing your ad spend, then you\u2019ll want to go with a landing page.\n\n\n\nHowever, we understand that this isn\u2019t as easy as it seems.\n\n\n\nIf you need help growing your revenue with pay-per-click advertising or need help improving the quality of your landing pages, get in touch with us.\n\n\n\nTake a look at our PPC advertising services to see how we can help you optimize your campaigns or start new ones today.