to improve your Google Ads Landing Page Experience
Advertisers often believe that a user’s journey to brand starts with the click of an ad. To get an ad click, however, they must find your ad and brand-relevant. Google’s Quality Score is here to help.
Google Ads uses Quality Scores to determine the utility of your ads, keywords and landing pages for the user. Campaigns with higher Quality Scores are more cost-effective and can win higher ad positions. Campaigns with lower Quality Scores pay up to 400% more for less desirable ad placements.
You can enjoy all the benefits of a high Quality score by considering the following factors.
- Expected click-through rate
- Relevance of the Ad
- relevant landing page experience
This post will show you how to make your Google Ads landing pages more engaging. Google’s documentation suggests all of the tips in today’s post.
What exactly is a landing page experience?
Google Ads measures the connection between your landing page and your ad using landing page experience. The platform analyzes landing pages using a combination automated systems and human evaluation to calculate the experience.
Your Ad rank, and therefore your CPC, and ad position, are affected by the page experience you provide. If your ads are directed to slow, disjointed landing pages, they may not appear as often or at all.
Bottom line: Google Ads doesn’t matter how expensive you are. You won’t see any profit if your landing page experience isn’t consistent with your users’ expectations.
How to make your Google Ads landing page more user-friendly
Here are seven ways you can ensure that your landing page experience is top-notch.
Pay attention to page speed
Slowly loading pages have a higher bounce rate and a lower average time-on page. This can also lead to a slower conversion rate.
You need to make sure your landing page content loads quickly. The faster it loads, the more likely prospects will view your offer and then convert.
Research shows that a page load time of 3 seconds is the best. This is because the chance of a bounce increasing from 1 to 3 second increases by 32%. It increases by 90% from 1-5 seconds to 95%.
Google’s PageSpeed Insights can help you improve your page speed. It will identify any technical issues that could be affecting your page speed or user experience.
Hint: Instapage’s Thor Render Engine can be used to create landing pages that load quickly and increase user engagement. This will ensure lower bounce rates, higher conversions, and faster loading.
Mobile-optimized pages are a must!
Google is committed to a better mobile experience. Google has introduced initiatives such as mobile first indexing, responsive advertisements and Accelerated mobile pages to encourage advertisers to take mobile optimization seriously.
PubMatic’s Global Digital Ad Trends Report also predicts that mobile advertising will account for 80% of global digital advertising spend.
Advertisers need to make sure that when someone clicks on their mobile ads, they land on a landing site that is not only mobile-responsive but also mobile-optimized.
Mobile-responsive pages satisfy the essential criteria for a positive user experience on mobile devices. They automatically reformat and restructure for any screen size.
Mobile optimization, on the other hand, involves designing every page element with user experience in mind.
Optimize your mobile page experience by:
- Clearing out clutter
- Sticky CTA buttons
- Click-to-call buttons are now available
- Concise and easily readable copy
Make sure your page is relevant for the ad
Your landing page should extend your ad. This means that you must ensure message-matching and relevance between your ad landing page and the ad.
A user clicking an ad for a product should be directed to the landing page specifically for that product. This will ensure they don’t get distracted by other pages or product pages that may offer similar products.
It is important to maintain the same message from your ad on your landing page. This will increase relevance and improve conversion rates. You must match the message to user intent, headlines and copy.
Personalize your page for different audience segments
The personalized landing page should work as an extension of the corresponding ad and be tailored to the audience that visits it. Every page element must confirm that the user is in the right place and that they can get the offer they want by clicking the CTA button.
Ad to-page personalization provides users with an original and highly relevant experience through the entire campaign, from the ad to the landing page. Ad-to-page personalization is a great way to increase relevance. This is the main factor in achieving a high Quality Score.
Content that is more relevant will speak more to users’ individual behavior and motivations. This means you can improve the landing page experience as well as your chances of converting advertising. Personalization through ad-to page results in positive brand impressions, lower cost per-click (CPC), and higher ROAS.
Your page should be easy to navigate
The goal of landing page design is to communicate your offer clearly to users in an easy-to-understand way. This means that your landing page design should be easy to navigate so users don’t need to search for important information.
The visual hierarchy is the way that page elements are presented to visitors. You can ensure seamless communication between your landing page and the user by creating a visual hierarchy.
These techniques will help you to establish visual hierarchy on your page and make it easy to navigate.
- Follow the F page pattern: Visitors should read the page horizontally. They should first read along the top of the content area. Then, they should move down and then read across a second horizontal section. This visual arrangement ensures that your landing page elements are easily recognizable and converted.
- Use Z pattern: This layout is great for pages that don’t have a lot of content. It mimics the human eye’s path, reading from left to right and zigzagging from bottom to top.
- Use lots of white space. Negative space is an area on a webpage that draws attention to one page element. This design tool reduces clutter and helps users to focus on specific elements of landing pages, such as the CTA buttons.
ActiveCampaign’s landingpage has a Z-pattern and is free from clutter. It also includes lots of white space.
Credibility – Increase
Google expects that your landing page experience is transparent and trustworthy. Your landing page should have elements that allow users to feel at ease entering their contact information.
Here’s how to do it:
- Give the user all information before they fill out a form.
- Enter your contact information. Establishing trust with people by giving them a number they can call is a good idea. Same applies to live chat.
- Include a link pointing to your privacy policies. You should always include a link under your lead capture form pointing to your privacy policies. This will explain how you plan to handle user data.
- Social proof. Customer badges and testimonials give your offer authenticity and human appeal.
Hootsuite’s landing page displays their customer count as well as badges from prominent customers.
Add a clear and contrasting CTA button
The user journey begins with the click of an ad and ends with the click of a CTA button on a landing page. It is important to make sure your CTA is visible and relevant to the offer.
TransUnion’s CTA buttons, for example, contrast with the page background or features copy that are relevant to the offer.
These seven tips will help you improve your landing page experience and get a high Google Ads Quality score.
Instapage is a great resource for anyone who needs help creating personalized landing pages to promote their ads. Instapage allows you to create personalized landing pages that are optimized for your ads to increase advertising conversions. Scalable advertising personalization allows you to increase conversions and decrease your cost per click. Request an Instapage demo.
