every Google Ads campaign needs its own landing page //

Google Ads is the primary advertising platform for marketers because it allows them to create ads that are specifically tailored to reach their target customers. You should create a landing page for each ad campaign to get the best return on your advertising investment.

Take a closer look at the ad-platform’s personalization features.

Google Ads Personalization Capabilities

Google Ads stands out from other platforms when it comes to personalization. Its advanced audience targeting, dynamic customization, personalized extensions, and data driven optimization features set Google Ads apart. Advertisers can leverage the power of personalized campaigns to create more impactful and relevant campaigns that resonate with both their target audience as well as micro audiences. This will drive better engagement, conversions and business growth.

Google Ads’ sophisticated algorithms and vast data sets allow it to take audience targeting up a notch. Advertisers can use their suite of tools to tap into diverse targeting options such as demographics and interests, behavior, and specific intent signals. These tools allow advertisers to design highly targeted campaigns which resonate with their audience. Google Ads may have audience targeting options, but its extensive reach and data driven approach gives it an advantage when it comes to personalization.

Google Ads targets the right audience

Google Ads Campaign ads are only shown to people who have searched Google for a keyword or phrase. This means that unlike billboards, ads are only shown to those who find them relevant. If you search Google for Instagram Scheduler, any results that appear with the bolded box “Sponsored,” next to them are Google Ads ads attached to a particular campaign.

Businesses can display ads to users who are searching for keywords relevant to their field of work using a “Quality Score” and a bid system. These sponsored results are powerful. Why? 65% of people use Google Ads to make purchases. If you set them up correctly, they’re an excellent way to drive targeted traffic to landing pages. Google will penalize your Ad Quality Score if you create them in the wrong way.

What is Quality Score (QS)?

If you promise to deliver on that promise, your Ad Quality Score will be affected. Ad Quality Score is affected by whether or not you keep that promise. The Quality Score is an analytical tool that shows you how your ad compares with other advertisers. The score can be measured from 1-10, and it is available for each keyword.

A higher Quality Score indicates that your ad or landing page is more relevant for someone searching your keyword compared to the ads of other advertisers.

How to calculate Quality Score

Quality Score is based on:

• Expected Click-Through Rate: The expected CTR is a factor related to keywords that determines the likelihood of someone clicking your ad while searching for the keyword it’s associated with.
• Ad Relevance: Like estimated CTR, ad relevance is linked to your keyword. It’s important to ensure that your ad copy is relevant to your ad groups.
• Landing Page User Experience When Google measures the landing page experience it is measuring “how relevant and helpful your website’s page will be for people who click on your ad.” Your page should also be “clear, useful, and related to your keyword and to what customers are looking for.”

We’ll experiment by searching for “Instagram scheduler”, and then look at three different Google Ads. We’ll also discuss what might be affecting their Google Quality Score.

Example 2: Later:

When you search on Later for “Instagram scheduler”, the platform claims to have the best Instagram scheduler:

You’ll notice that Instagram is not mentioned above the fold. Scroll down to the bottom of the page to see your first mention. In fact, it seems that they are more focused on themselves as an all-around social media scheduler than any specific dedication to Instagram.

When a user searches for Instagram scheduling, clicks the Later ad and lands on Later’s page, they may notice that Later does not offer Instagram support. Can you schedule stories? Are there analytics? Does it support grid posts and stories? The hero section doesn’t answer these questions.

Visitors may not scroll down a landing pages that does not contain the information you’re looking for, instead hitting the back button. Google may give a lower score to a landing page that is not relevant to the keyword “Instagram scheduler”.

Example 2 : Loomly

Next, let’s look at the search result for Loomly. When it comes to Google Ads, they take a different approach. The ad does not directly mention Instagram (even though it is the first result for the keyword), which may improve their Google Quality Score. How? Find out.

Loomly’s landing page is similar to Later’s. The visitor can see how Loomly offers support for multiple social media platforms. The visitor is prepared because the ad did not focus on Instagram alone. As a bonus, the ad includes a mockup of the Instagram interface and the Instagram logo to show that Instagram is supported.

It may encourage visitors to explore and learn more about Loomly’s Instagram integration. It’s still not wholly focused, so visitors may go back to the search page. Google’s Quality Score is not as bad as Later’s but it still may suffer because it does not focus enough on Instagram.

Example 3: Hootsuite:

Hootsuite is the last to be mentioned, whose relevance of ads and pages is perfect.

Hootsuite’s landing page echoes not only the search term but also the ad. It mentions “Schedule Instagram posts” in both the headline and the hero section. Hootsuite’s landing page highlights Instagram in the headline text, with icons and the sub-header.

Message Matching is important for providing a great experience on landing pages to potential customers. It also helps to improve or maintain high Google Quality Score.

It is not sufficient to match messages only

Not all messages are created equal. Your landing page must be easy to use and well-organized in order to deliver a great experience for your users. You can achieve this by using Ads Assets that are relevant to each campaign.

Searching on mobile for “Instagram Scheduler”, for example, highlights Later’s proactive approach to multiple assets. For instance, viewing pricing or getting an initial free trial. The landing page of that ad will be optimized for mobile with multiple CTAs to call.

Google rewards advertisers who do not send their entire ad traffic straight to the homepage. Your Google Quality Score will increase the more specific your ads are. And the higher the Google Quality score, the greater your ROAS. This is why each campaign and audience needs their own customized landing page.

Create a unique landing page for each of your Ads campaign to avoid missing out on future search traffic.

Sign up for Instapage to start boosting your ROAS.

Author: Ted Vrountas