As a central component of websites, the landing pages are important in determining the effectiveness of your ads. Using Google AdWords can be an excellent way to generate leads and ROI. But you should put careful consideration into AdWords campaigns to avoid various pitfalls.
A common starting point is often the Google Quality Score. This is a score from 1 to 10 that Google assigns to each keyword, which is based on relevance, click-through rate, and landing page experience. The benefits of giving attention to this are that a higher score will give you a higher ad position and a lower cost per click (CPC). But you are still paying for every click, so this cost needs to be surpassed through lead generation.
Even if your CPC is very low, it is still a cost, so the best approach is to focus on improving your conversion rate to generate leads. If you could use some extra landing page optimization tips, then continue reading.
Identify Problem Issues
Google Analytics is usually the best place to start with issues that are affecting the landing page experience. When you can better understand and improve the Google Quality Score, then you have a chance to improve ROI and the overall customer experience. In Google Analytics, you can look in particular at the keywords, bounce rate, and conversions.
Increase Your Speed
You can use many tools to test how long it takes for your website to load, such as Pingdom Website Speed Test. Unfortunately, people often overlook this simple measure, but the load time is an important factor in website performance.
Audiences now have higher expectations for websites to be loaded quickly and little patience for those that are excessively slow. If websites take more than three seconds to load, then 53% of visits are abandoned, according to research carried out by Google. This means it is essential for developers to reduce load times as much as possible.
Use Testing
There are various tools for conversion testing, some of which are free of charge. These include free Google Optimize and Optimize 360, a premium service included in the Google Marketing Platform. Other tools for conversion rate optimization (CRO) include Optimizely and Five Second Test.
A common form of conversion testing is A/B testing. This involves creating a duplicate landing page with some elements that are different. The revisions could include fonts, titles, or colors. The website is then run with the changes to see which version is more popular, A or B.
Think Mobile
Now that around half of all website traffic is from users on mobile devices, web projects do not have any choice but to optimize for mobile. It can be easy for developers to create sites and features that are mobile responsive, but this is something that should not be overlooked.
Google has its own mobile-friendly test that you can run to see how well your Google AdWords landing page is optimized for mobile devices. If you are falling short of the various demands made by the different mobile devices on different platforms, then you need to pass this on to your developer.
Google AdWords is a helpful tool that can be used effectively to generate traffic, but you should not only be concerned with the keywords. In order to turn leads into conversions, you need to optimize different aspects of your landing page for the best possible performance. This will mean constantly monitoring, testing, and making all of the necessary improvements.
