Which is a best practice for optimizing a landing page for google ads?

Nov 4, 2022 | TIPS & TOOLS

Which is a best practice for optimizing a landing page for google ads?

Are you struggling to optimize your landing page for Google Ads? Pay-per-click ads can be costly, especially if your landing page isn’t optimized correctly. And what good is it to pay top-dollar for clicks when your landing page doesn’t convert users into customers effectively?

There are many free tools for building landing pages, but creating a landing page is only half the battle. It must be optimized for Google Ads. Otherwise, you will spend a fortune on an ad budget that doesn’t deliver a solid ROI.

Mobile-First

As of 2022, more than 60% of Google searches were performed from a mobile device. If your website isn’t easy to navigate on a mobile device, then you have a serious problem. Luckily, most websites are now created using a responsive design, which loads well on all devices. Talk to your developer to ensure the page will load right on all mobile platforms before running an ad campaign.

Here are some things to optimize for mobile viewers:

  • Navigation: Ensure the navigation menu is easy to access and the navigation items are easy to click.
  • Link placement: When two text links are next to each other on a mobile screen, it can be very hard for someone to click on the right link (not everyone has small fingertips or a stylus!)
  • Content that exceeds the screen width: If you have a fully responsive website, all the content and images will fit within the screen view and be easily read. Double-check your landing page for any content that exceeds the view or is challenging to read.

Clear Call-to-Action

What do you want the viewers to do once they visit your landing page? Make sure the next step for them is an obvious one, whether filling out a contact form or calling your business. If the page doesn’t offer a clear call-to-action, then users may not convert to customers.

For a small business, the best practice for optimizing a landing page for Google Ads is to feature your contact info front and center. This will help ensure your money spent on ad clicks doesn’t get wasted.

Page Performance

How fast does your landing page load? More than 50% of consumers say they will leave a webpage if the loading time exceeds three seconds. Yet, about half of online visitors expect a page to load in less than 2 seconds. Free tools, such as Google’s PageSpeed Insights, will allow you to test your website’s performance. Using this tool, you can actually determine what tasks need to be completed in order to fully optimize your landing page’s loading time.

Many companies make the mistake of building the best-looking landing page, not realizing that all of the animation effects and images are actually hurting the page’s loading time. What good is a beautiful landing page if users leave before it even loads?

Since most users will be on a mobile device, the need for large, high-resolution images is much less than on a desktop. However, large images can be compressed and loaded as a WebP file instead of the larger JPG that we’re all familiar with.

Landing Page Relevance

You may not realize it, but the landing page experience directly impacts your ad rank, positions, and cost-per-click. Relevant ads will rank better and cost less to run, so your landing page must meet user expectations. If they click an ad for a window tinting service near them, they are expecting to see a page for a window tinting company in their area. However, if they click your ad and it’s for something entirely different, they will leave immediately, and you will have just wasted part of your advertising budget.

Google does a very good job at determining what content is most relevant to a user’s needs and will place your ad accordingly. The bottom line, make sure your landing page content matches the ad text to ensure users’ expectations are met upon clicking your ads.

Forms and Checkout Processes

Now that you understand the importance of optimizing for mobile devices let’s talk about forms and checkout processes. It should be extremely easy for users to fill out a form, subscribe, or purchase an item from a smartphone. If your landing page is simply trying to get users to call, then this isn’t something you need to worry about. However, if you want users to purchase a product or service directly from your site, or fill out any type of form, make sure to do thorough testing.

A best practice for forms on a landing page is to ensure you only ask for the information you immediately need. You can request more details via email or phone later, but if you just need a name, email, and phone number, only ask for those three details. Long forms are less likely to get filled out as they will take too much time and users are often quick to move on or get distracted.

It’s also worth mentioning that some form options don’t work well on every device, such as date pickers and time selector inputs. If you want the viewer to schedule a time and date for a meeting or other appointment, then make sure to test the form on multiple devices before running advertisements.

Social Proof and Testimonials

Nothing makes people more comfortable purchasing from your website than social proof, and if you can, you should always display it on your landing pages. Social proof is your way to instantly build trust with new viewers, as they will find comfort knowing that you already have happy customers.

Here are some great examples of social proof that you can incorporate into your landing pages:

  • Show off your biggest customers: If you work with any fortune 500 companies, people will recognize their logos. You may have seen websites that show off their customers, often displaying a row of well-known logos.
  • Customer testimonials
  • Embedded or screenshots of reviews from Amazon, Google, Facebook, Yelp, etc. Real reviews from reputable websites are always going to build trust.

Closing Thoughts

At the end of the day, there are many methods you can use as a best practice for optimizing a landing page for Google Ads. The main thing is that it needs to be as user friendly and visually appealing as possible. If your landing page isn’t what your visitors think it should be, they will leave quickly and you will waste ad money. So, do yourself a favor and ensure that everything fits on-screen, functionality is there, and it looks great. If you accomplish these things, you’re on the way to a lucrative Google Ads campaign.

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Post Contributors

Jaclyn Hawtin

Jaclyn Hawtin

Director of Technology

Over a decade of experience in product management, devops, startups, and agile methodologies. Track record of simplifying complex technical processes for cross-functional teams. Proficient in user centered design, UX, IX, UI, IA, user research and data analytics for responsive web, mobile and tablet applications. Incredibly adaptable, fluent with both people and machines.

Mani O'Brien

Mani O'Brien

Director of Marketing

Mani is a senior marketing manager with roots in storytelling. She nerds out on everything data, technology, human behavior and design. Chat with her about UX/UI, marketing funnels, conversion and goal tracking, marketing experimentation and astrology (she’s a Virgo Sun, Aries Rising).

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