Top 7 Google Ads Landing Page Mistakes You Should Never Make
When running a Google Ads campaign, your landing page is one of the most critical elements you should pay close attention to. Keep in mind that you’re spending money every time someone clicks on your ads. Therefore, you must ensure that you are converting those clicks into leads or sales. For this reason, you must optimise your landing pages.
To obtain the best possible results, there are a few Google Ads landing page mistakes you should avoid. Read on and find out what they are.
1. Inconsistent messaging between ads and landing pages
This might seem like a mistake that you can easily avoid, but you’d be surprised to find out that many marketers and business owners are guilty of doing this. To ensure conversion, make sure that anything your ad promises, your landing page will deliver.
For example, if you promise your audience that you’ll give them a free discount voucher when they join your mailing list, you should fulfil that promise. Otherwise, people will leave your landing page, resulting in your campaign having higher bounce rates and lots of missed conversion opportunities. Therefore, ensure that the messaging between your Google Ads and landing pages are always consistent and in sync.
2. Requiring too much information
Unless you want to scare potential leads or customers away, stick to shorter contact forms when creating landing pages. If you require people to provide too much information right from the start, they are less likely to take your desired conversion action. Also, your audience might be inclined to leave your landing page as soon as they realise they need to fill up a comprehensive online form to get what they want.
To get the best results possible, get the minimum amount of data you need from your prospects. Once they give you their necessary contact details, you can ask them questions if you need additional information about them.
3. Landing pages that are not mobile-friendly
With 80% of people using mobile devices to perform online searches, mobile ads have become more popular than ever. One of the things that make mobile ads an effective advertising medium is that they help fulfil people’s desire to get the things they want right away. For this reason, it is very crucial that both your ads and landing are optimised for mobile devices.
When optimising your landing pages, ensure that your contact forms, in particular, are mobile-friendly. This will make it easier for you to convert visitors into leads even while on the go.
4. Weak call to action
Calls to action (CTAs) are vital elements of your Google Ads campaign. They can spell the difference between a successful and a failed conversion. This is why using a weak CTA is one of the biggest Google Ads landing page mistakes you can make.
Your well-crafted landing page won’t matter if your CTA is less than spectacular. This is why you need to come up with a strong call to action to entice your prospects into doing what you want them to do. Use powerful words. You might also consider utilising “possessive determiners” to make your audience feel as if you’re speaking directly to them.
5. Failing to include videos on your landing pages
Adding a video to your landing pages is an effective way to get your prospects to take your desired conversion action. Not only are they engaging, but videos also allow you to convey and explain something complex to your audience without bombarding them with walls of text. They also enable you to reinforce your message and branding.
6. Not adding keywords to your landing page content
You should always make sure that your target keywords are included in your landing page content. Keywords make your landing page more relevant. They also help your landing pages rank on Google.
When choosing keywords, go for the long-tail ones instead of the more generic search terms. While they are less popular, long-tail keywords are cheaper and more specific. Also, people who are at the final stages of the sales funnel often use them in their search query.
7. Failing to test your landing pages
Failing to conduct tests is also one of the biggest Google Ads landing page mistakes you should avoid. If you don’t test your landing pages or other parts of your campaign for that matter, you won’t know which adjustments you need to make to improve their performance.
Perform A/B or split tests on everything, including your headlines, landing page content, and contact forms. You also need to monitor your keyword bids to ensure that you’re not spending money on expensive search terms that perform poorly.
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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