Make every click count with optimized landing pages for your Google Ads campaigns. Learn how to create high-quality landing pages to drive conversions, capture leads, and maximize ROI with engaging and persuasive landing page experiences. Take your advertising game up a notch today!
Table of Contents
What is a landing page in Google Ads?
A landing page in Google Ads refers to the specific webpage where users are directed after clicking on your ad. Typically, the URL of this page matches the final URL of your ad.
- Each ad has a specified final URL that determines the landing page.
- Google requires the landing page and display URL (the webpage displayed in your ad) to have the same domain.
- The Google Ads landing page experience refers to various factors that impact a keyword’s Quality Score. It encompasses the usefulness and relevance of information, ease of navigation, the number of links, and alignment with user expectations set by the ad.
The essential components of an effective landing page include:
- Main and supporting ads headline
- Unique selling proposition
- Benefits of your offering
- Images or video
- Social proof
- Call to Action (CTA)
Google Ads landing page requirements
When a landing page doesn’t match your ad or free product listing, people are more likely to leave your site without making a purchase.
Mega Digital provides an overview of landing pages linked from your products, including their definition, requirements, and best practices. By following these guidelines, you can attract more customers and ensure a positive experience on your website.
Display product clearly
Provide full product information
Make sure that information matches what you provided in your product data. This includes the title, description, image, price, currency, availability, and a buy button. While the title, description, and images don’t have to be exactly the same as in your product data, they should still refer to the same product.
Focus mainly on each product listed in product data
If your landing page includes multiple products, such as different versions or similar items, the product specified in your product data should be the most prominent one. Avoid using landing pages that display a collection of products or search results. Instead, ensure that the product described in your product data receives the primary attention on the landing page.
Display the product price clearly
Make it visible. The displayed price should match the price specified in your product data. If there are multiple prices on the landing page, make sure that the advertised product’s price stands out and is the most prominent. For more information on how to handle pricing, refer to the [price] attribute guidelines.
- Note: If your target country mandates tax inclusion in the product price, display the price, including tax, on the landing page and submit the same price in your product data.
- Avoid layouts that hide essential page elements, such as important information being covered by pop-ups or download banners.
- Ensure compliance with legally-required redirects, as some products may necessitate users landing on a separate page for age verification or other purposes.
Match landing pages to products
Show a product on your landing page that closely resembles the product in your product data, regardless of user factors or ad targeting.
Deliver a restful user experience
- Ensure consistent content on landing pages across all locations.
- Display the same language and currency as your product data.
- Maintain accurate availability and pricing information.
- Match product conditions and comply with local regulations.
Make sure your pages are functioning correctly
- Ensure your landing page is live and error-free.
- Avoid using files or emails as landing pages.
- Use separate landing pages for mobile devices and tablets, excluding elements that may not work on all devices.
- Allow users to use the back button to return to your ad.
- Only link to the domain registered in your Merchant Center account and avoid redirecting to external websites.
How to build a landing page
- Define your goals: Do you want visitors to buy something, fill out a form, sign up for a newsletter, or download an ebook? Knowing your goals is important before you can measure your success.
- Analyze competitors: By studying their strategies and successes, you can learn valuable insights and even imitate their effective tactics.
- Understand target audience: Take the time to learn about their desires, aspirations, and what they truly want. The more you understand your audience, the better you can cater to their needs and create a compelling landing page.
- Choose a user-friendly platform or website builder: Select a platform or website builder that offers easy-to-use templates and customization options suitable for creating landing pages (WordPress, Wix, Squarespace…)
- Design an attention-grabbing layout: Create a professional-looking design, use clear and concise headlines and subheadings with relevant images or videos.
- Make it mobile-friendly: Consider using a single-column design, larger fonts, and appropriately sized buttons
- Test and monitor the performance: Implement tracking tools like Google Analytics and track important Google Ads metrics.
How to add a landing page in Google Ads
Now, follow these steps to add a landing page to your Google Ads campaigns:
- Step 1: Sign in to your Google Ads account, then click on the Adds & Extensions option in the page menu.
- Step 2: If necessary, add the “Final URL” column to your view. Hover over the “Final URL” column and click the pencil icon when it appears.
- Step 3: Enter the URL you want to use as the landing page for that keyword. The length can be up to 2,048 characters long.
- Step 4: Finally, click Save to save your changes.
Additionally, you may want to know how to edit a landing page in Google Ads. It’s pretty simple, change the landing page by changing the URL, or delete the URL to remove your landing page.
Google Ads landing page best practices
While you spend most of your time on Google Ads, don’t overlook the importance of your landing pages. Neglecting them can lead to missed conversions. Follow these examples for effective landing pages.
Landing page is relevant to the ad message
It should be relevant and show exactly what visitors are expecting. Don’t redirect them to the wrong page, as it can be frustrating and confusing.
Use target keywords in headlines
This helps search engines index your page and target the right audience. Conduct keyword research to find popular keywords for your business and optimize your website and landing pages accordingly for better search ranking and performance.
Create a compelling CTA button
Prompt visitors to take action, like signing up or making a purchase. Make sure the call-to-action (CTA) button stands out and grabs visitors’ attention to increase conversion rates.
To make your CTA button stand out, use a contrasting color, use action-oriented verbs like “Sign Up” or “Buy Now,” and ensure the button is large enough for easy clicking. Implementing these strategies will increase the likelihood of visitors taking the desired action on your landing page.
Simplify the sign-up process
Design a form that focuses on essential information like names and email addresses. Avoid prospects with unnecessary details. Keeping it simple boosts conversion rates and allows for effective follow-up with prospects.
Include a “Thank You” page
When someone fills out your form, redirect them to a special page that expresses gratitude. This simple gesture helps build a good connection with your leads and may even turn them into customers. By showing appreciation and making a memorable impression, you can set your brand apart from the competition.
Google Ads landing page examples
To help you understand what makes a successful landing page that leads to conversions, here are a few examples of outstanding landing pages.
Mega Digital assists businesses in coordinating and handling Google Ads campaigns and provides other SEO content services. Now, let’s take a look at the appealing aspects of this company’s website.
• The color scheme is vibrant and harmonious.
• The page design is neat and free of clutter, with concise yet informative content that effectively conveys the value proposition.
Gift Rocket showcases a compelling landing page that effectively captures attention. What sets Gift Rocket apart?
- A captivating visual element instantly grabs viewers’ attention.
- The header concisely explains the essence of Gift Rocket.
- Bite-sized bulleted information below the header allows for easy scanning.
- The call-to-action button is clear and easily clickable.
- Social buttons are conveniently included.
- Further details can be explored by scrolling down the page.
Pinterest takes a unique approach by assuming that most visitors are already familiar with their platform. Instead of extensively explaining what Pinterest is, they showcase different examples of its value with each visit. Here’s what Pinterest does well:
- Simplified sign-up process with just two buttons, making it easy to get started.
- Emphasizes the quick and straightforward sign-up process, stating that it takes only 45 seconds.
- Leverages their vast user base as a trust factor, highlighting the presence of 25+ billion user-generated content pieces as evidence of their success.
Frequently Asked Questions
Should I use a landing page for Google Ads?
It depends what your specific goals are. However, in general, having a well-designed landing page can significantly improve your conversion rate.
A landing page offers a focused and relevant experience for your visitors, increasing the likelihood of them taking the desired action, such as filling out a form, making a purchase, or subscribing to a newsletter. It also helps in tracking and analyzing the performance of your Google Ads campaigns by providing insights into which ads generate the most traffic and conversions.
How is a good landing page?
A good landing page for Google Ads should be relevant, trustworthy, easy and reliable. Firstly, it should have a fast loading speed and user-friendly navigation. Secondly, it should align with the ad that users clicked on, maintaining relevance. Thirdly, it should prominently feature a clear call to action. Lastly, it should be designed with the goal of converting visitors into leads or customers.
Final words
In conclusion, a good landing page has several important factors to consider. By incorporating these elements into your landing page design, you can expect to see an improvement in your conversion rate.
