One of the greatest and quickest ways to increase traffic and conversions for your online business is to run a campaign using Google Ads.
However, one of the criticisms leveled against this strategy is that it requires players to pay in order to participate. To put it another way, you need to allocate a suitable budget in order to launch a campaign that will unquestionably result in a profit.
After the campaign is over, you can use the money you made into a subsequent one that is updated and revised to achieve even greater success.
However, decreasing the amount of money spent on Google Ads is essential if you want to make the most money possible from your campaigns. By doing so, you can improve the Quality Score of your ad and bring in additional cash, both of which will assist your company in expanding and thriving.
In order to accomplish this, you will need to optimize your landing page by adhering to the guidelines provided below:
1. Target the Right Search Queries
Your website’s landing page is going to be the very first thing that most visitors to your site view. And because this will be the primary introduction they have to your company, you will want to put your best foot forward and leave a positive first impression on the people you are trying to reach.
At this moment in time, we are not even referring to the appearance of your landing page. We’ll get back to you on that later.
Choosing the appropriate keywords and search terms for which to place a bid is currently something that is even more important. People will be more likely to click on your page from the search results if you use the appropriate keywords in your advertising campaign.
When it comes to the selection of keywords, placing bids on generic keywords or keywords with a big amount of searches won’t be adequate. There are a number of other factors to take into consideration that will assist you in determining which approach would give your campaign the best results.
To begin, you will want to place bids on keywords whose intent is similar to the messaging that is shown on your landing page.
If you want to increase the number of people that sign up for a free trial of your product, here are some ideas for search queries that you might include on your landing page:
- X alternatives (“X” being your competitor)
- better/cheaper than x (we assume that this statement is true)
- Best y tool (“y” means what your software does, i.e., keep track of social media monitoring, time management, etc.)
The search terms listed up top are some examples of keywords having a business focus. Their mission is to provide users with the information they need to make educated judgments about a product or service.
You should place bids on these types of keyword phrases for your advertising campaign because your landing page gives users information that will assist them in deciding whether or not to sign up for your program.
The compatibility of the keywords with the landing page should result in an increase in the percentage of visitors that convert.
Long-tail keywords, on the other hand, have a far more specific meaning than generic keywords do, which means that you should prioritize bidding on them.
Even though the second option has a higher search volume, the likelihood of individuals who view your landing page converting into sign-ups or customers is what matters most for an advertising campaign. Unfortunately, due to the lack of specificity in their goals, generic keywords will not be able to accomplish this goal.
The Google Keyword Planner is a good place to start if you want to uncover suggestions for long-tail keywords that correspond to the purpose of the landing page you’re working on.
After inputting your topic’s keyword, you will be given the option to select one of the options and then conduct more research on that particular proposal to get even more ideas.
2. Write Effective Copy
Next, we will work to enhance the conversion rates of your landing page in order to get the most out of the money we spend on your chosen keywords.
The effect that a landing page’s words have on its readers’ emotions plays a significant role in the page’s success.
Because of this factor, copywriting continues to be a skill that is sought after by owners of businesses. The ability to take a set of words and turn them into a narrative that engages visitors and makes them care about the company is essential for gaining the visitors’ trust and converting them into champions for the brand.
Even if you are not a copywriter, you should still be able to produce content that cuts through the clutter and gets to the point quickly and clearly in order to improve the performance of your advertising campaign.
Copywriting strategies come and go, but one that has stood the test of time is the P.A.S. formula, which stands for Pain, Agitation, and Solution.
This method will assist you in identifying the issue that your target market has with your company (the pain) and how it could make their lives more difficult (agitation). And to stop anything like this from happening, your company offers a product and a service that makes this situation easier to deal with (solution).
Let’s imagine you run an advertising campaign for a project management product and you want to increase the number of people who sign up for it. The following is an example of a P-A-S framework that you might use for your copy:
- Pain – It is increasingly more difficult to maintain track of employees who operate remotely because you do not know if they saw your message or worked on the tasks that were allocated to them.
- Agitation: If you don’t have a good system in place to manage your remote workers, you won’t be able to deliver the task on time, which will result in upset customers and a loss of money.
- Solution – The solution is to use a project management application that will assist you in communicating with remote workers in a more efficient manner so that you can work together on projects.
You are free to adjust the P-A-S that is shown above to suit your needs. However, the purpose of this formula is to assist you in developing the copy for your landing page in accordance with your goals.
The algorithm also places an emphasis on the demographic of your ideal customers. What is important is having a connection with the emotions that your readers are experiencing and assisting them in locating a solution to the problem so that they may relieve some of the stress in their lives and become happy as a consequence.
3. Design a High-Converting Landing Page
When you are satisfied with your website’s copy, it is time to bring it to life on the landing page you have created.
The fact that landing page design can now be accomplished with relative ease despite a lack of prior experience in the design field is one of the many advantages of landing page creation, which is made possible by the various tools that are currently on the market.
It only takes a few minutes to construct and design the landing page for your advertising campaign if you use a landing page builder that is tailored to your specific needs and preferences.
The majority of builders provide pre-made templates that can be customized to meet a variety of needs related to the goals you have set for your page.
If you don’t own the photographs already, you should only utilize free images that can be used commercially if you want to feature them on your landing page. Getting sued by the proprietors of the photographs because violating copyright restrictions is the very last thing you want to have to worry about with your advertising campaign.
If at all possible, you should present films to your audience in order to establish a convincing case for your company. They assist communicate what your landing page offer is all about in a lot quicker and clearer manner than images and text alone can say.
If you are going to feature videos on your landing pages, you should host them using an alternative to YouTube.
The platform has grown wildly inconsistent with regard to its laws and guidelines despite the fact that it has become extremely popular and is utilized by a large number of people. You do not want to put your account in jeopardy of being banned and having all of your movies removed for no apparent reason.
4. Focus on a Single Call to Action
Including more than one call to action on a landing page is among the most critical errors that may be made on such a page (CTA).
For example, you have a form on the page that asks people to sign up so they can get a free trial of your software and you have a button on the page that instructs visitors to click on it in order to navigate to another page on your website.
Because the two CTAs each serve unique goals, they prevent visitors from accomplishing the task that was initially intended for them to do on the page. Therefore, rather of increasing the number of people who sign up for your service or click on your call to action, they may do neither.
On the landing page, there should only be one call to action in order to avoid the confusion that this could cause.
You might place the same call to action (CTA) in various locations around the page. On account of the fact that they are all working for the same objective, you may anticipate an increase in conversions using this method.
The following are the greatest areas to incorporate your call to action:
- above the fold or the screen that loads first when they visit your page
- in the middle of the page
- at the bottom.
It would be much more helpful if you had a sticky button for your call to action (CTA), so that users could see it and click on it regardless of where they are on the page.
In the same breath, you should create it so that calls to action leap off the screen and are impossible to ignore. The following is a list of easy ways that you can accomplish this:
- Alter the color scheme of your calls to action such that it contrasts sharply with the overall aesthetic of the page. For instance, if the majority of the elements on your page are blue, you may pick orange for the button. Consult the color wheel to see which colors work well together to match the overall theme of your landing page.
- Make use of action words that draw the attention of the readers and emphasize the advantages of signing up or clicking on the button.
- Make the calls to action as large as possible so that visitors are sure to take note of them.
5. Add Social Proof
It is one thing to tell visitors on your landing page how great your company is and how amazing it is to work there. Telling your actual clients that your goods and services are effective in meeting their needs is a very different ballgame.
Customer evaluations and other forms of user-generated content are excellent avenues for generating indirect referral business. This is due to the fact that they speak from a place that is objective and their comments are not influenced by the bias of the organization. People gravitate more toward them as a result of this than they do toward what the brand says about the things it sells.
Include testimonials from satisfied customers for others to read on the page that visitors land on. The reviews should, ideally, tell consumers who the reviewers are, why they contacted your company, and how your company assisted them in some way.
If you were to touch on these topics, visitors would be able to identify with them because they have been in the same position as your consumers in the past. This may persuade people to either sign up for your form or click on the button, depending on what your call to action is.
When deciding which reviews to highlight, give more weight to those who have a large number of online followers. They have more weight than typical consumers who don’t have an internet presence, thus the positive things they say about your company will carry more weight if they say it.
If your company does not currently have any reviews like this, you should start an email campaign asking customers for their honest feedback on the product or service they have purchased from you. Include a special offer or discount for customers who send in their feedback to make the experience worthwhile for them.
Even better, showcase the badges that various award-giving organizations have bestowed upon your company throughout the years. They help individuals view your brand with increased trust and confidence as a result of their involvement.
6. Run A/B Tests
Do not for a moment believe that your work is finished after you have finished setting up everything mentioned above. In point of fact, the majority of the labor is just getting started.
Even if you follow all of the best practices for developing a landing page that is specifically geared toward beginning a successful advertising campaign, you won’t know the results until after they have been completed.
And once you have the results of your campaign in front of you, you will see that there is a great deal of space for improvement in every aspect.
In point of fact, there are some components on your landing page that require improvement in order to assist you in maximizing the number of individuals that sign up and click on your call to action.
Testing with A/B variants is helpful in this regard. It gives you the ability to build variations for parts of landing pages that have a direct impact on your conversion rates.
You may determine which version of your campaign earned the most clicks or sign-ups by running the campaign over an extended period of time.
You can then choose to go with the variant that was successful and test it against another variant. Alternately, you might launch a new campaign with the purpose of testing multiple variations for a particular component of your page.
The objective is to continually look for new methods that you may encourage more visitors to do the action you want them to take on your page.
To begin, you have to decide which aspects of the system will be put to the test.
You may be able to combine your landing page builder with your Google Analytics account in order to track the conversions on the page depending on which builder you use.
It will then track the number of individuals who clicked on the page or joined up on the page in order to assist you in determining whether or not the page is successful.
From this point forward, you will be able to discover the elements that may have affected the performance of your landing page over time and then create A/B tests for each of those factors.
When testing, make sure that each component is tested in isolation before moving on to the next.
In addition to Google Analytics, you should consult with other analytics tools to assist you in making sense of the performance of your landing page. If increasing the number of sales made through your Amazon store is the objective of your advertising campaign, then you need to make use of a sales analytics tool in order to determine how the campaign impacted the amount of money you made through Amazon.
As you can see, the number of sales and leads that your landing page is able to create is the single most important factor in determining how much money you will spend on Google Ads.
Bidding on the appropriate keywords to launch your advertising campaign is simply the beginning of the process. The outcome of the conflict will be determined by how well the page’s copy and design work together.
Not to add, you should always continue testing new parts on your page in order to assist in making major changes to your conversion rates.
If you follow the methods outlined above, you will be able to get the most out of your landing page and produce more revenue, both of which you can use toward the creation of additional advertising campaigns in the years to come.