8 Tips For Building The Best Google Ads Landing Pages

The best Google Ads landing page exists with one specific purpose: converting visitors. As the final stage in the user’s Google Ads journey, its content must be engaging and persuasive, pointing the user to the end goal.

Since PPC visitors are 50% more likely to convert than organic visitors, understanding how to draw this audience in and keep them engaged is vital to business success and ROI.

In this article, we’ll look at the 8 best ways to enhance your Google Ads landing page for success.

1. Focus on Your Goal

Google Ads landing pages should have a set target audience and singular conversion goal. If the ad was to encourage signing up for a free software demonstration, for example, the landing page should be laser-focused on that and that alone. Its content and design should always align with the corresponding Google Ad copy for a seamless user experience that encourages conversion.

Don’t try and make the content fit several hats as fragmented messaging diverts reader attention, reducing its effectiveness. A singular focus connects each part of the landing page, keeping the reader engaged and more likely to convert.

How to Keep Your Landing Page Focused

· Identify your target audience: Define exactly who you’re directing the landing page to and keep content focused to address their specific needs and pain points.

· Have one set end goal: Keep your end purpose the same as the Google Ad with one singular conversion goal in mind.

· Keep it clear, simple & concise: Google Ads landing pages should be minimalistic, highlighting USPs and providing case studies and simple visuals that guide the user to conversion.

· Minimalism is key: Like the copy, the landing page design should be simple and direct. Don’t cause confusion or distraction with confusing overlays or multiple graphics.

· Use the same CTA: Don’t read by giving them multiple directions. Keep your call-to-actions all pointing to the same end goal.

· Avoid feature creep: Don’t overload your page with every feature and benefit of your product. Keep messaging clear and consistent.

· Test and refine: Keep monitoring the analytics. Scroll depth and clickthrough rates inform the effectiveness of your page and allow for continual tweaks.

Keep it clean, keep it simple, and your landing page will be a powerful tool in your Google Ads strategy.

2. Consider the Target Audience

Understanding the target audience of your landing page before writing informs the structure and messaging of the page.

By knowing their needs, preferences and pain points you can ensure the content aligns with this, building trust and authority. If you tailor a page to specific target audiences, rather than a standardised list of features, you’re building a connection and relationship with them. The more specific and personalised it is, the more likely they are to convert.

How to Tailor Your Landing Page to The Target Audience

· Conduct market research: Before beginning, gather data on your target audience through surveys, internet research and analysis. From here you’ll get a clear picture of their needs and preferences.

· Use the right language: Choose language and phrases that connect with your audience. For example, for B2B SaaS your headline could be something like “Streamline your workflow and improve productivity.” This immediately tells them the outcome of using your service.

· Choose relevant visuals: Like your language, visuals should also connect with the target audience. The branding and messaging should match that of the Google Ad and complex data can be broken down with infographics or graphs to reinforce key points.

· A/B test content: Test different headlines and targeted language to see which your audience responds best. This informs the key points of interest for the page and allows for continual refinement, leading to better ROI.

3. Write Clear Landing Page Copy

Visitors to landing pages tend to skim-read content quickly. They skip down the page to form instant assessments of the product or service’s viability for their needs.

That’s very little time to capture someone’s attention.

So, the content needs to be clear and concise. Key features should be highlighted without being over-egged. CTA’s need to give a direct-action response. A person needs to see why this works for them at a glance.

The trick to this is simple, persuasive language.

For example: 

In one sentence, Zoho CRM shows its authority and global base with its customer information and immediately conveys the product’s value.

A lengthy explanation will lose readers faster than a quick, clear benefit. A well-crafted landing page will showcase the value of your product without losing the reader in the weeds. This increases the content’s relevance and the likelihood of the user engaging and resonating with your content.

A good trick is to ask someone to glance at your landing page for 10 seconds then tell you what it’s about and what action you want them to take.

5 Tips for a Well-Written Landing Page

· Targeted headline: Immediately communicate what your product is, and who it’s for. (e.g. clearing software for universities).

· Keep it short: Keep any paragraphs short for improved readability.

· Bullet points: Communicate the product’s USP’s in single-sentence bullet points for complete clarity.

· Subheadings: Break up text with subheadings that support and reinforce the landing page’s end goal.

· Case studies: Short, snappy statistics that demonstrate the real-world impact of your product.

· CTA: Clear, engaging and action-driven language to tell users exactly what you want them to do.

4. Use a Strong Headline

The headline is your first chance to engage and capture attention. A strong headline needs to encourage users to keep reading the rest of your content by demonstrating value and authority. It should communicate the benefit of staying on the landing page and learning more.

For example, Asana has one of the best Google Ads landing pages for the phrase ‘B2B SaaS project management software’:

This headline immediately informs the user of the software’s value, and ease of use and demonstrates its main benefit with an active and encouraging tone.

Let’s break it down further:

A strong headline like this makes it easier for a reader to keep scrolling and engage further with the content.

Don’t be afraid to A/B test different headlines to see which appeals most to the target audience; experimentation is key to a Google Ads landing page’s success.

5. Add High-Quality Images and Videos

High-quality images and videos allow a business to demonstrate more complex information simply and clearly for easier absorption.

Images and videos help improve readability and break up chunks of text, boosting user engagement and encouraging interaction.

How to Use Images and Videos on Google Ads Landing Pages

Infographics and video breakdowns of important statistics, testimonials or product features provide a visual cue for users and offer social proof of your product’s impact. This builds trust and credibility, giving your page a polished and professional feel that keeps visitors scrolling and increases the likelihood of conversion.

Choosing Images and Videos for PPC Landing Pages:

· Keep it professional: Make sure all videos and images are professionally produced and high-quality to communicate the business’s authority.

· Keep it relevant: Make sure every image and video enhances and supports the page’s copy, reinforcing the desired message and CTA.

· Avoid generic images: Stock photos can be used, but make sure they say something. All images should have a purpose and look authentic.

· Keep it consistent: Images and videos should match business branding and colours for cohesion and memorability.

Videos and images are essential in reinforcing the purpose of a landing page. Adding them elevates your Google Ad  campaign and improves ROI.

6. Make it Easy to Navigate

User-friendly navigation is essential for a seamless Google Ads landing page experience. Make sure information is communicated clearly and easy to find. A well-structured layout guides the user through the landing page toward conversion and makes them ready to convert once they get there.

How Navigation Boosts Conversion Rates

Improving the UX design of your landing page prevents users from encountering obstacles on their way to conversion. With an easy-to-navigate page, you can reduce bounce rates and quadruple the chances of conversion.

How to Improve User Navigation

· Keep elements simple: Don’t give them multiple places to go, links to click for more information, or images to absorb. Keep it clean and simple with lots of white space to direct attention to the targeted message and ensure there’s no distraction.

· Guide with subheadings: Guide down the natural structure of the page with subheadings that naturally lead the user from point to point. That way, they can find the information they need quickly, with minimal fuss.

· Clickable buttons: CTA’s that are displayed as buttons are far more likely to convert. Make it clear, add an arrow, and tell the user exactly what you want them to do.

7. Optimising for mobile

The majority of users access content on their phones. But landing pages are usually created on a desktop, skewing our visual perception.

Don’t forget to check your landing page is fully optimised for mobile and works well with no overlaying assets or issues. Mobile optimisation ensures your page isn’t impacted by slow loading speeds and formats correctly regardless of device. This improves bounce rates and increases conversions by enhancing your ad’s effectiveness across all devices.

Google algorithms pay attention to this, so the better your landing page is optimised, the better your Quality Score, leading to your ad succeeding more often in bids and increasing its likelihood of being shown.

Tips for mobile optimisation

· Responsive design: No matter what device, your landing page should automatically adapt to screen size for user-friendliness.

· Simplified navigation: Keep assets simple and buttons clear and separate for ease of use.

· Use larger fonts: This increases readability and makes it easier to see on smaller screens

· Test on various devices: Keep tablets and mobiles to hand so you can ensure the page doesn’t encounter issues when loading on different devices.

Test and Optimise

The best Google Ads landing pages are ones that are approached with an attitude of continual refinement and retesting. The “one and done” approach removes your ability to enhance and better appeal to your target audience based on actionable insights and data.

Continual monitoring and fine-tuning keep landing pages effective and increase conversion rates.

Why Continual Testing is Important

· Identification of success: It allows you to pinpoint what elements of your landing page are driving engagement and conversion. By comparing different variations you can see which have the best effect on the target audience.

· Improved user experience: Businesses can more easily identify any obstacle or roadblocks that are damaging conversion rates. This keeps pages user-friendly and improves the visitor’s experience.

· Keeping competitive: By being on the ball, a business can adjust landing pages according to patterns and shifting trends in the market, showcasing their relevance and keeping them at the forefront of user’s minds.

All of this maximises ROI and the overall impact and effectiveness of a Google Ads landing page.

How to Monitor Google Ads Landing Pages

· Use A/B testing: See what content best resonates with the target audience by swapping out headlines, copy and visuals to see if impact and conversion rates change.

· Make changes gradually: By doing this one at a time, you can correctly identify a landing page’s most successful features and which ones could benefit from a new approach.

· Use actionable insights: Let data drive decisions. When making changes, use key metrics like bounce rates and conversion rates to determine a page’s successes and failures. Then, use this to drive any decisions on the landing page.

Don’t be afraid to test and retest. Experimentation should be encouraged as it can take a landing page to new heights and improve conversion rates. Equally, if something isn’t working, don’t hesitate to change it. By keeping on top of landing pages this way, your business is ensuring it stands out from the crowd and stays at the top of the field in terms of relevance and competitiveness.

Crafting the Best Google Ads Landing Pages

To create the best Google Ads landing pages, businesses need to consider each element individually and as a whole for maximum effectiveness. Keep copy and headlines strong and direct, images polished and professional, and use data to drive decision-making.

With continual refinement and expert care, you can maximise a landing page’s Quality Score and ROI. If you need further help with your PPC campaigns, don’t forget to check out Common Ground’s resources, or for an expert helping hand, get in touch and find out how we can maximise your ROI.