Top 7 Google Ads Landing Page Mistakes You Should Never Make
When running a Google Ads campaign, your landing page remains one of the most critical elements that you need to pay close attention to. With the ever-changing digital landscape, it’s crucial to keep up with the latest trends and best practices to ensure optimal results for your ad campaigns.
Here are seven Google Ads landing page mistakes to avoid, taking into account current trends.
1. Inconsistent messaging between ads and landing pages
Aligning your ad copy with your landing page content is more critical than ever. Users have become increasingly discerning, and any disconnect between your ad promises and the landing page can lead to higher bounce rates and wasted ad spending. Ensure that your messaging is consistent, and consider using dynamic keyword insertion to tailor the ad text to the user’s search query.
2. Requiring too much information
In the current privacy-conscious era, long contact forms can be off-putting to users. Choose shorter, user-friendly forms that collect essential information upfront, such as name and email. Alternatively, you can offer them to reach out to you via email or phone call. Emphasise the importance of data privacy and reassure users that their information will be managed securely.
3. Mobile-first and AMP landing pages
Mobile devices continue to dominate internet usage, so optimising your landing pages for mobile is no longer optional—it’s a must. Mobile-first design and Accelerated Mobile Pages (AMP) are essential. Ensure your landing pages load quickly and provide a seamless experience across all devices.
4. Compelling and personalised call to action (CTA)
A strong CTA remains crucial, but personalisation is a game-changer. Leverage user data and behaviour to create personalised CTAs that resonate with different audience segments. Use language that addresses the user’s specific needs, preferences, and pain points to increase, increasing the likelihood of enquiries.
5. Incorporating interactive elements and video content
Interactive elements and video content have become staples of high-performing landing pages. Consider adding engaging elements like quizzes, calculators, or product configurators to create a dynamic user experience. Video content, especially short and impactful videos, can effectively convey your message, build trust, and encourage conversions.
6. AI-driven optimisation and testing
In today’s AI-driven world, manual A/B testing alone may not suffice. Embrace AI-powered optimisation tools, such as Smart Traffic. It analyses your visitors’ attributes and automatically routes them to a specific landing page that works best for their personality. You can also utilise machine learning to identify trends, user preferences, and areas for improvement.
By staying current with these trends and avoiding these landing page mistakes, your Google Ads campaign will be better positioned for success. Remember to continually monitor performance metrics, adapt to evolving user behaviours, and adjust your strategies accordingly to maintain a competitive edge in the ever-changing digital marketing landscape.
7. Google Ad Quality Score and Landing Page Experience
Google Ads’ Quality Score serves as a valuable diagnostic tool, providing insights into how effectively your ad quality compares to other advertisers. Ranging from 1 to 10, a higher Quality Score indicates greater relevance and usefulness of your ad and landing page to users searching for your keywords, positioning you ahead of competitors.
This score is calculated based on three vital components: Expected click-through rate (CTR), Ad relevance, and Landing page experience. Each of these elements is assessed as ‘Above average,’ ‘Average,’ or ‘Below average,’ benchmarked against other advertisers with the same keyword over the last 90 days. Should any component receive an ‘Average’ or ‘Below average’ status, it presents an opportunity for improvement. Increased performance against these metrics can lead to lower cost-per-clicks and improved budget efficiency for your campaigns, as Google wants to provide its users with the best possible advertisements at all times.
You can enhance your Landing page experience using the best practices. First, align your landing page content with users’ search intent; if they seek ‘flannel shirts,’ ensure your landing page showcases your flannel inventory. Maintain consistency between ad messaging and landing page content, following through on offers or calls to action. Even with limited control, experiment to discover the most useful existing pages.
Additionally, use conversion rate as a proxy for gauging landing page success, although it doesn’t directly affect the status. Prioritise mobile-friendliness, as it’s highly valued by most users. Test your landing page’s mobile performance using the mobile-friendly test to ensure seamless experiences for all users. Lastly, optimise your website’s loading speed, recognizing that a swift loading time can be the deciding factor between a bounce and a purchase.
Start Making Killer Google Ads Landing Pages
There is more to running a Google Ads campaign than simply creating compelling ad content. You also need to pay close attention to your landing pages to ensure that you’re converting those clicks into sales or leads successfully. As such, consider the pointers discussed above so you can boost the performance of your landing pages.
If you need help optimising your Google Ads landing pages, we’re happy to lend you our expertise. Contact us at Springhill Marketing today, and our team of Google Ads experts will offer you the assistance you need to obtain the results you’re expecting.
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