Every recipe has the perfect balance of essential ingredients to create a confectionary masterpiece of unforgettable flavor (now there’s a mouthful!). In Google AdWords, the “just right” combination of keywords, settings, ad language, and bidding are just as important as the ingredients for red velvet cake (so, extremely). Even with that combo whisked just right, however, your Google AdWords campaign is only a half-baked idea without the perfect landing page. As the icing on the cake, an optimized company landing page encourages website visitors to convert to leads (and eventually, paying customers!). With these essential Google AdWords campaign landing page elements, you can have your cake and eat it too!
An effective Google AdWords campaign involves a lot more than throwing a few ingredients into a bowl, hoping to stir up success. A full campaign is multi-tiered, requiring planning and strategy to entice and win over customers. There are numerous benefits to pay-per-click (PPC) advertising—if it’s done right. Whether you decide to whip up a call-only campaign, start a search campaign from scratch, or spice things up with display ads, PPC advertising is a go-to strategy for gratifying results.
The right keywords (a series of words that represent your product or service) act as the butter for your recipe, binding all other ingredients together.
As one of the essential Google AdWords campaign landing page elements, keywords also connect those campaigns to your landing pages. If a bakery’s campaigns are focused on advertising their scrumptious maple bacon cake, the keyword “maple bacon cake” should appear throughout their ad language, as the targeted keyword, and yes, on their landing page. That keyword should be whisked into the headline and body text so it’s prominent the moment the page loads. As a result, the landing page content is relevant to the campaign, so website visitors know they’re in the right place for the product they’re searching for.
By featuring the same target keyword on the ad’s corresponding landing page, the quality score for that keyword will improve, too. Quality scores are calculated using ad relevance, expected click-through rate, and landing page experience. With a high quality score, you can pay less to have ads positioned higher on the search engine results page (SERP), increasing your ROI for even sweeter rewards.
Don’t forget to mix it up and get meta, too! Those targeted keywords should also appear in meta tags, image alt tags, the page title, and landing page URL. Sprinkle in some high-converting copywriting and you have a sweet treat in the making!
Sugar-Coated For Conversions
Landing pages can sweet talk customers plenty, but that sample taste of your company won’t matter much if there’s nowhere for them to place a complete order. That’s like cake without icing (sorry, angel food cake)!
AdWord campaign landing pages should provide website visitors with the opportunity to call for more information, make an online purchase, or schedule an appointment. A call-to-action (CTA) citing the action you want them to complete should be prominent on the page. That same CTA should also be featured in the ad language along with the potential benefit. After all, “Click Here” isn’t nearly as descriptive or compelling as “Call Today to Order Your Scrumptious Molten Lava Cake!” Um, yum!
Whether you’re for or forgo a CTA button, each conversion opportunity—whether it’s a phone number, form, or CTA language—should be clickable and linked. As a result, you can keep track of the campaigns, ads, and keywords that are successfully baking up conversions within AdWords.
With your CTA as the cherry on top of your landing pages, you can keep your offer prominent and consistent with your ads. That way, customers can indulge in your product or service without delay!
Measured For Mobile
We’re not going to sugarcoat it; having a mobile-optimized website isn’t something to skimp on. Whether your website visitors are on their desktop or mobile devices, user experience is an important component to scoring conversions. If customers are trying to navigate your landing page on tiny smartphone screens, but can’t find the information they’re searching for, they might give up and leave without getting a real taste for your company. In AdWords, that’s a lost conversion and wasted click—not really the delectable results we’re going for.
Without mobile-optimized landing pages, you could miss out on potential customers and sales. As consumers complete Google searches on their smartphones, they’ll see your AdWords search ads on their phones, which will direct them to your company website. Optimized landing pages offer customers easy navigation on mobile devices. As a result, potential leads will find what they’re searching for without frustration, so you don’t miss out on a sale. Piece of cake!
Load Time That’s Short and Sweet
Some landing pages take their sweet time to load—which actually isn’t sweet at all. Landing page load time can sour your keyword quality scores, so it’s earned its spot on the list of essential Google AdWords campaign landing page elements.
You can diagnose your landing page speed using Google’s PageSpeed Insights, which pinpoints issue areas that are slowing you down. By cracking down on load time so it’s short and sweet, your AdWords campaign landing pages are more likely to offer an improved user experience. As a result, customers are less likely to leave before the page finishes loading—and more likely to take their sweet time on the page, instead.
Essential Google AdWords Campaign Landing Page Elements
By optimizing your landing pages, you can ensure customers have a sweet experience. The icing on the cake? That sweet customer satisfaction encourages website visitors to click and convert. As a result, your quality scores, click-through, and conversion rates will rise like a stellar soufflé. Those improved stats will help boost your ads on SERPs and lower the cost for the ultimate cherry on top success!
Discover fresh customer leads and bake up a storm with these essential Google AdWords campaign landing page elements!
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