Get the Best Conversion Rates for your Google Ad Account by Optimizing Your Landing Page
Google Ads are a great way to get your business rolling and keep customers coming in. If you’re up to pace with Google Ads in 2018, then you already know the benefits of digital marketing.
And if you aren’t, get with it people! According to Wordstream, 92% of consumers begin their search online. Also, an average of 2.3 million searches are performed on Google every second. That’s huge!
Using data to target and retarget your audience is no joke. It works, and it brings the people who want your products right to your doorstep. But you probably are not getting the most out of your Google Ads account if you don’t have a great landing page.
As it turns out, your competitor’s ad(s) might be ranking ahead of your own, and they’re paying less money. About 20% less than you are. Wait a minute – how does that make sense? Why should you have to pay more money for an ad that ends up in a lower spot?
Ensuring Your Google Ad is Optimized
There are some questions you should ask yourself while looking at your Google Ads. For example:
– Are your ads aesthetically pleasing?
– Do they contain your business telephone number?
– Do they have a call to action?
– Do your ads contain a list of your services?
– Do you have customer testimonials on any of your ads?
These are the types of questions we’ll be going over in this article. But the most important, and the first question you should ask yourself is: where do your Google Ads lead the users who click on it?
If your answer was not “to a landing page,” then you’re in trouble, but on the bright side, you’ve come to the right place!
Think About It
Think about it; newspapers are spread across your table being used for the only thing they’re good for- eating food. But the ads on the obsolete black and white parchment had the right idea: simple, and straight to the point.
The key here is, those ads definitely don’t provide a 10 page section going on and on about a product or service. They take the reader (and in your case the user since this is 2018) directly to a solution.
So don’t take your users to your 10 page or maybe 100 page website, it’s confusing and it’s too much information. What the user is looking for is one or two simple solutions based off of what they searched.
Apart from the user, little bots called crawlers will also be reading your Google Ad. And just like the user, those bots are searching for a connection between the key search terms and your Google Ad.
If the bots look at your website with 25-100 pages on it, it could get lost from the original key term, and read your website as confusing thus ranking it lower and causing you to pay a higher CPC.
A lot of people have their Google Ads connected to their website without even realizing that they could lower their cost-per-click and increase traffic by creating a landing page.
Don’t Make this Mistake, When the Solution is so Simple: Create a Landing Page with these 4 Key Factors
Now that you know your Google Ads should not lead to your website, let’s talk about 4 key factors that go into having the best Google Ads, which result in the highest rankings, and the lowest cost-per-click (CPC).
Have a call to action on your landing page.
Remember how we talked about less being more? You want your ads to lead users to a simple call to action page. This means a page where they can plug in their email, phone number, and any other relevant information in regards to their needs.
East Coast Launchpad is the perfect example. Notice how the phone number is located in the top right corner of the page so that users can click to call right away? You want those calls coming in!
Remember when we talked about aesthetics? This simple style looks great and takes people right where they want to go. You do not want your users to jump through hoops on different pages of your site, you want them to get to you!
2. Provide a simple list of services right below the call to action.
We also talked about providing a simple list of your services that lets your users know that they have come to the right place. Throw in a nice picture to draw the user in and keep them on your page.
A checklist is also a nifty addition to any landing page, now the user knows that East Coast Launch Pad is the best place to go for a seamless food truck start up, they provide custom built trucks, menu, and even business planning. Are you thinking about a career change yet?
Notice how East Coast Launch Pad goes as far as providing another call to action right next to the information, so that the user can get right where they need to go from anywhere on the landing page!
3. Set Yourself Apart
What is it that makes your business the best choice in your industry? In the case of East Coast Launchpad, it’s their ability to provide a detailed walk through, modular designs, comprehensive service contracts and business development options.
There’s a bunch of companies that can build you a food truck. But this one offers me business development, menu planning, and more? Sign me up!
You want your users to look no further and chose you for their specific needs whatever they may be. A simple design like this lets Google and its users know they’ve come to the right place.
4. Flaunt It if Ya Got it – Establishing Credibility.
Let users know that they have not only come to the right place, but they have arrived to the best place ever!
Customer testimonials prove that you are exactly what the customer is looking for. Plus they look great, and boost the users trust in your product and vision for what they are about to purchase.
It’s time to rank high and pay low!
It’s time to jump to the top spot of google ads you guys. Just remember that less is more, when google reads your Ad and sees that it is providing users with the best experience you are going to see results and rank higher.
So remember, do not lead users to your website with 100 different pages on it, bring them directly towards a call to action.
Show your users the exact services that your business can provide for them, and match it to the keywords in your meta descriptions.
After letting your users know they have come to the right place, flaunt your reputation because you are the best out there, and ready to provide the best services online and in person.
Remember people are searching for you online right now! They are using key terms to look for your products and services, so take them to a landing page. Take them to a Solution, it is a win win situation. You provide the best experience, and you simply get the best conversion for your ppc advertising.
Not Running a Google Ad, but Looking to Optimize a Landing Page for Organic Search?
Check Out These Helpful Tips to Optimize Your Landing Page for Search Engines
Is there a specific web page you want to target on your website? This is called your landing page, and you can use SEO techniques so Google can boost that particular page.
There are many reasons why you’ll want to boost a landing page. If you’re an eCommerce website, SEO techniques can help customers land on a product page. Blogs can even utilize these strategies for guest posts and other articles.
Are you interested in landing page SEO? Here’s how to optimize your landing page for better search engine results.
How to Write Great Landing Page Copy
All SEO strategies boil down to one major SEO technique: content. Content is everything to SEO. Google picks up your writing and boosts your website and page when you use certain content writing techniques.
Even keyword and linking techniques are nothing without great content to back them up.
But writing landing page content can be more difficult than you expect.
If you’re targeting a product page, you’re concerned too much content will deter from the actual product. Some landing pages also call for different formatting than the traditional blog.
Here are a couple of content best practices to remember:
- You can reduce the necessary content needed to 200 words.
- Include a high-ranking keyword in the title, SEO description, and use it at least once in the content body.
With these content best practices, you have enough flexibility to use great content in all landing page types.
To rank in search engines, links are necessary. You should link to other reputable, authoritative websites that are in your niche or a similar field. Gaining backlinks from other websites to your site’s content is helpful as well. As long as the links aren’t competitors, your linking strategy will be successful.
Linking to other companies is easy. Find an influencer and choose one of their pages that’s relevant to your landing page’s content.
For example, let’s say you’re a doctor promoting your expertise. Your landing page is a page describing your practice or your experience in that expertise. Find a good medical reference site to link to your page. It is best if you set this outbound link as a nofollow link.
But receiving backlinks is the difficult part. How do you become an influencer and a trusted expert in your field? This will take some grit before the backlinks come naturally.
The best first action is to partner with other websites. Find other non-competitor companies in your niche and develop a linking partnership. Use their webpage links (at least one) for your content and vice versa with your links. By making sure your website has valuable, well-written content, it is easier to have other sites reference it.
Even press, such as an interview with a local website, is a great backlinking method.
If you can’t find other websites in your niche, there are services that offer guest posting services. You can get backlinks to your website and you can even host a blog on your website to receive profitable links.
Track Visitor Behavior
Landing page SEO isn’t a one-time maneuver. If you want to rank for specific web pages, you’ll have to know what landing page SEO strategies work and which ones don’t. The best way to know this is by tracking visitor behavior.
With landing page marketing, your ultimate goal is to attract a reaction from your website visitors. This reaction can be buying a product or reading the entirety of a blog.
The only way to know if your visitors are doing this desired reaction is by tracking their behavior.
Let’s say your landing page is a product and their desired reaction is purchasing a product.
When you start landing page SEO techniques, your landing page receives an increase of website visitors. But a small fraction actually buy the product.
Custom Landing Page Domain or Landing Page On Your Domain?
You often see two types of landing page URLs and your CMS platform may give you the option to choose a URL. These URLs are:
Do you wonder why these two types of URLs exist? There are differences: the first URL is a landing page on your domain and the second URL is a custom landing page domain.
There are pros and cons for each, but we’re only focusing on the SEO factor. And for SEO results, always go with the first option.
Many brands make the mistake of making their landing page into its own URL. This confuses Google.
Google is used to your brand consistency. They’re used to your brand name and your brand URL.
To keep your brand consistency in-line with the rest of your pages, make a landing page a page on your website, not a separate URL.
Use Ranking Keywords
Last but not least, use ranking keywords. This point came up before in the post; you know to use keywords in the title, SEO description, and body of your landing pages.
But what does ranking keywords mean? Great keywords are a combination of three factors:
- Search Traffic (usually measured by month)
- Keyword Difficulty
- Keyword Competition
Most brands find keywords with high search traffic, which usually means more than 100 searches per month. But you should also look for its difficulty and competition.
If your competitors and other websites use the keyword, you won’t receive benefits from its high search rate because the search results will be so saturated. Find a keyword with high search rates but low competition.
Keyword difficulty is the other factor that determines keyword ranking. Certain keywords require fewer backlinks to rank in Google. Difficult keywords need many backlinks to rank.
Find a keyword with a low difficulty score so you won’t need as many backlinks.
How do you find keywords with high search volume, low competition, and low difficulty? Your best bet is to find a keyword program that measures all of these factors.
Time to Use Landing Page SEO Techniques
Do you want a specific landing page to rank on organic Google searches?
You’ll need a great landing page SEO strategy. Different keyword, linking and URL strategies result in better search ranking. But it always comes down to great content and relevancy.
Do you need help with your SEO campaign? Take a look at our services.