Your Google Ads landing page is your key chance to convince the customer to convert. After all, that’s why you’re running Google ads in the first place. Your want visitors to buy your product, request a quote, sign up for a free trial, or download a resource. Whether your goals are more sales or more leads, you need high-quality landing pages to optimize conversion rates, and relevant, effective landing pages will also lower your conversion costs.
When it comes to Google Ads, one of the most important factors for an optimized landing page is relevance: Just as your ad text should be relevant to your keyword, your landing page should be relevant to your Google ad. The landing page should provide what the ad promises and what the user wants. Landing pages with relevant ad text also get higher Quality Scores, and better ad rankings as a result!
Creating specific landing pages that speak directly to the user’s search query will have a positive impact on your Google Ads account and, most importantly, drive more conversions. It’s worth it to devote time and effort to optimizing your landing pages for Google Ads.
How to Create Optimized Landing Pages for Google Ads
So what exactly goes into a successful Google Ads landing page, and where on earth do you start? Here are the basics.
Google Ads Landing Page Content
Write your headline and body copy with the goal of clearly communicating the value of your offer. Why should visitors take the next step? What are they going to get in exchange for their money or their contact information? Here are some tips for writing powerful Google Ads landing page copy:
- Focus on a powerful headline: Your landing page headline is the most important part of your copy – in fact, it’s the only part some visitors will even read! Make it count.
- Write clear, concise copy: Your landing page copy should be pushing the benefits of your offer. Answer the “So what?” question. Why do they need what you can provide? How will it solve their problems and address their pain points?
- Use emotion in your landing pages: Readers respond to ads and landing pages that play to their emotions. Here are some examples of emotional words and phrases you can use in your landing page copy.
- Choose a high-quality image: If you’re selling a product, you need multiple high-quality product images on the landing page. If you’re offering a service, you can still use great landing page images to convey the value proposition of the offering.
- Implement bullet lists, bold text, and other visual elements: This helps readers understand what parts of your copy are the most important and makes the copy easier to digest. Remember, you want visitors to be doing less reading and more converting!
Google Ads Landing Page Forms
The form on your landing page is there to collect key information from your site visitors, so you’ll be able to contact them later. Along with the headline, it’s one of the most important elements of your Google Ads landing page. A well-optimized form can have a tremendous effect on your conversion rates. Here are some elements to consider:
- Form Fields: You don’t want too many form fields, or too few – try to find the right balance between getting what you need and making it easy for the visitor to complete the form. Read more about landing page form best practices.
- Call to Action Buttons: Forgetting to customize the call-to-action button, or CTA, is a common misstep for those new to landing page design. Using a clear and creative CTA that inspires action can greatly increase conversions.
- Thank You Pages: The thank you page is where users are taken after clicking your call to action button. Check out some examples of great thank you pages.
A thank you page example
Other Landing Page Considerations
What else goes into a strong Google Ads landing page? Don’t forget to follow these best practices:
- Think mobile-first: Make sure your page is fast and easy to use on mobile devices. If your landing page loads slowly, or your visitor can’t complete the form on their phone, you’re going to lose a lot of business.
- Test your landing pages: Try new headlines, layouts, and CTA’s, or try a shorter or longer form. The only way to maximize conversion rates is to test!
- Don’t forget to set up conversion tracking: Make sure you’re using conversion tracking properly so you know exactly where your all-important sales and leads are coming from.
Taa daa! Now you’ve got the know-how to build a snazzy Google Ads landing page. Time to go get those leads!
Still need help? Get a quick audit of your Google Ads account with the Free Google Ads Performance Grader.