Aamir Raza

April 22, 2022 16.00 GMT

Intro

Landing page experience refers to the quality of a customer’s experience while on your website. The easier it is for customers to find their way to the shopping basket, the more likely they’ll make a purchase.

A brand’s journey kicks off with a user and their crucial ad click. Before getting that ad click, they need to find your ad relevant. That’s where Google’s Quality Score comes in. Google Ads uses Quality Score to estimate the usefulness of your ads, keywords, and landing pages to the user’s experience. In addition, campaigns with higher quality scores have lower costs per click and get better ad positions. On the other hand, campaigns with lower quality scores have to pay more for less-desirable ad placements.

So to enjoy all benefits that come from Google Quality Score, you need to consider the following three factors: 

• Expected CTR
• Ad Relevance
• Landing Page Experience

 

Talking about what is google ads landing page experience? 

Firstly, Google Ads uses landing page experience to estimate how well-connected your landing page is to your ad. Secondly, to calculate the experience, the platform examines your post-click landing page through automated systems and human evaluation. Your page experience affects your Ad Rank and, therefore, your CPC and ad position. Your ads may not show that often if you direct users to be confusing, poorly designed, slow post-click landing pages. 

Furthermore, it doesn’t count how much you’re capable of spending on Google Ads. If your landing page experience doesn’t meet your users’ expectations, you’re not going to get a positive outcome. 

How to improve your Google Ads’ landing page experience?

1. Pay attention to page speed

One of the most crucial ways to improve your Google Ads’ landing page experience involves improving the speed at which your page loads. A page that loads slowly has more bounce rate, a low average-page time, and a lower conversion rate. Research shows that pages that take more than 3 seconds to load have 32% higher bounce rates. Slow loading speeds also negatively influence your page’s conversion rates.

Therefore, ensuring your landing page content loads right away, your audience will be more likely to view your offer and later convert.

You can go for Google’s Page Speed Insights to improve page speed by finding any technical issues affecting your page speed and user experience.

2. Make your website mobile-optimized

So to improve users landing page experience, it’s not that simple enough to make it mobile-friendly. You need to optimize it clearly for mobile users if you want to lower bounce rates and boost conversions.

Research shows that mobile ad spending will top over $400 billion by 2023, representing more than 80% of global mobile ad spending. When you want your landing page to connect better with your ads and target audience, you need to optimize it for mobile users.

You can make your landing page mobile-optimized by:

• Make sure your landing page copy is concise and easy to read.
• Introduce click-to-call buttons on it.
• Removing any clutter from your landing page
• Adding sticky CTA buttons on your landing page

These measures meet Google’s recommendations to motivate landing page owners to enhance mobile optimization. To assure advertisers take mobile optimization seriously, they also satisfy some of the initiatives that Google now uses, such as mobile-first indexing, accelerated mobile pages and responsive ads.

3. Ensure your page is relevant to the ad 

There’s another way you can improve users landing page experience by making your page relevant to your ad. Your post-click landing page should be an extension of your ad. 

Secondly, you must ensure the content you use is relevant and matches the messages between your users’ pre- and post-click experiences on your landing page.

More specifically, you need to make sure that you direct them to a dedicated landing page if they click on an ad for a specific product or offer. You don’t want to use a generic post-click product page or a page full of various options, unlike the one they purposely clicked on the ad. 

Lastly, maintain the same messages from your ads to your post-click landing pages. Ensure that you specifically message-match your:

• User headlines
• Copy
• Goal
• Brand image

With these aspects of your landing page, you help create relevancy for your users and boost your landing page’s conversions.

4. Personalize your page for different audience segments

You need to personalize your landing page to satisfy different segments of your audience. To accomplish this, you must aim to make your ads correspond with your post-click landing pages. Above all, you want each element of your page to guarantee your users that they are in the right place and that the offer they are looking for is only one click away.

Ad-to-page personalization will give users the most original and meaningful experience in your campaign, beginning from the ad to your post-click landing page. A successful ad-to-page personalization improves relevance and gets you an overall good quality score. It leads to factors like:

• Good brand impression
• Lower cost-per-click
• Lower cost per acquisition
• Increased ROAS

Turning your content on each landing page relevant helps your users’ unique behaviors and their motivations for visiting your landing page in the first place.

5. Make your page easy to navigate

Another way of improving your landing page experience for users is easy navigation. Landing page design is all about communicating your offer to users in a way that’s easy to understand. Give your users what they want by making your website easier to navigate and providing a way to control their options on your page better. 

You can do this by using bullet points or lists. Bullet points and lists improve your page’s organization and enhance the overall user experience, especially for people using mobile devices to access it.

Besides, sticking straight to the point enhances your site’s navigation. By getting straight to the point, you give your customers what they are looking for right away and minimize the chances of growing frustrated and leaving your website.

Making your CTA buttons large and visible will help users find them quickly and be more likely to use them.

Finally, make sure your page and its content are easy to share. Put your social media buttons at the top of your page and ensure that any content (images, videos) available on your landing page is easy to share. 

6. Increase credibility 

Google expects your landing page experience to be transparent and credible. Therefore, your landing page should possess features that make users feel comfortable entering their contact details. 

Here’s how you can do this:

Get them by making the first move. Present your offer before asking users to fill out the form. Make sure you have provided users with all the information about the offer before asking them to fill out a form.

Add your contact information by providing a phone number so people can call to establish trust. The same goes for a live-chat option. Live video chat also gives an upper hand by letting you question users face-to-face, and it provides you with an easy way to convert traffic into leads.

Provide a link to your privacy policy under your lead capture form to explain how you will handle user data. It serves a vital role in how you connect with your website users and how they connect to the content and ads on your landing pages.

A privacy policy should contain sections for:

• Company or website information
• Information about your website collects from users
• The method that you use to collect user information
• How that information is stored and utilized
• How users can contact your company

The link to your privacy policy should be highlighted and displayed in an easy-to-find location in your content. 

Provide social proof. Testimonials from customers and displaying customer badges can improve the landing page experience for your website. Both of these tactics build credibility for your business. They work as a referral from verified customers to your overall targeted audience about the products or services available on your website.

7. Add a clear, contrasting CTA button

A user journey that begins with the ad click ends with the post-click landing page CTA button click. It encourages users on a website to complete an action like downloading content or buying a product or service. It must be engaging and eye-catchy. 

Most CTA buttons labels look like “click to download,” “submit”, or “contact us.” You should be creative in labeling it and designing it to the experience you want users to have when they are on your website.

Digital Marketing > PPC

7 Tips To Improve Your Google Ads Landing Page Experience.

Aamir Raza

April 22, 2022 16.00 GMT

Intro

Landing page experience refers to the quality of a customer’s experience while on your website. The easier it is for customers to find their way to the shopping basket, the more likely they’ll make a purchase.

A brand’s journey kicks off with a user and their crucial ad click. Before getting that ad click, they need to find your ad relevant. That’s where Google’s Quality Score comes in. Google Ads uses Quality Score to estimate the usefulness of your ads, keywords, and landing pages to the user’s experience. In addition, campaigns with higher quality scores have lower costs per click and get better ad positions. On the other hand, campaigns with lower quality scores have to pay more for less-desirable ad placements.

So to enjoy all benefits that come from Google Quality Score, you need to consider the following three factors: 

• Expected CTR
• Ad Relevance
• Landing Page Experience

 

Talking about what is google ads landing page experience? 

Firstly, Google Ads uses landing page experience to estimate how well-connected your landing page is to your ad. Secondly, to calculate the experience, the platform examines your post-click landing page through automated systems and human evaluation. Your page experience affects your Ad Rank and, therefore, your CPC and ad position. Your ads may not show that often if you direct users to be confusing, poorly designed, slow post-click landing pages. 

Furthermore, it doesn’t count how much you’re capable of spending on Google Ads. If your landing page experience doesn’t meet your users’ expectations, you’re not going to get a positive outcome. 

How to improve your Google Ads’ landing page experience?

1. Pay attention to page speed

One of the most crucial ways to improve your Google Ads’ landing page experience involves improving the speed at which your page loads. A page that loads slowly has more bounce rate, a low average-page time, and a lower conversion rate. Research shows that pages that take more than 3 seconds to load have 32% higher bounce rates. Slow loading speeds also negatively influence your page’s conversion rates.

Therefore, ensuring your landing page content loads right away, your audience will be more likely to view your offer and later convert.

You can go for Google’s Page Speed Insights to improve page speed by finding any technical issues affecting your page speed and user experience.

2. Make your website mobile-optimized

So to improve users landing page experience, it’s not that simple enough to make it mobile-friendly. You need to optimize it clearly for mobile users if you want to lower bounce rates and boost conversions.

Research shows that mobile ad spending will top over $400 billion by 2023, representing more than 80% of global mobile ad spending. When you want your landing page to connect better with your ads and target audience, you need to optimize it for mobile users.

You can make your landing page mobile-optimized by:

• Make sure your landing page copy is concise and easy to read.
• Introduce click-to-call buttons on it.
• Removing any clutter from your landing page
• Adding sticky CTA buttons on your landing page

These measures meet Google’s recommendations to motivate landing page owners to enhance mobile optimization. To assure advertisers take mobile optimization seriously, they also satisfy some of the initiatives that Google now uses, such as mobile-first indexing, accelerated mobile pages and responsive ads.

3. Ensure your page is relevant to the ad 

There’s another way you can improve users landing page experience by making your page relevant to your ad. Your post-click landing page should be an extension of your ad. 

Secondly, you must ensure the content you use is relevant and matches the messages between your users’ pre- and post-click experiences on your landing page.

More specifically, you need to make sure that you direct them to a dedicated landing page if they click on an ad for a specific product or offer. You don’t want to use a generic post-click product page or a page full of various options, unlike the one they purposely clicked on the ad. 

Lastly, maintain the same messages from your ads to your post-click landing pages. Ensure that you specifically message-match your:

• User headlines
• Copy
• Goal
• Brand image

With these aspects of your landing page, you help create relevancy for your users and boost your landing page’s conversions.

4. Personalize your page for different audience segments

You need to personalize your landing page to satisfy different segments of your audience. To accomplish this, you must aim to make your ads correspond with your post-click landing pages. Above all, you want each element of your page to guarantee your users that they are in the right place and that the offer they are looking for is only one click away.

Ad-to-page personalization will give users the most original and meaningful experience in your campaign, beginning from the ad to your post-click landing page. A successful ad-to-page personalization improves relevance and gets you an overall good quality score. It leads to factors like:

• Good brand impression
• Lower cost-per-click
• Lower cost per acquisition
• Increased ROAS

Turning your content on each landing page relevant helps your users’ unique behaviors and their motivations for visiting your landing page in the first place.

5. Make your page easy to navigate

Another way of improving your landing page experience for users is easy navigation. Landing page design is all about communicating your offer to users in a way that’s easy to understand. Give your users what they want by making your website easier to navigate and providing a way to control their options on your page better. 

You can do this by using bullet points or lists. Bullet points and lists improve your page’s organization and enhance the overall user experience, especially for people using mobile devices to access it.

Besides, sticking straight to the point enhances your site’s navigation. By getting straight to the point, you give your customers what they are looking for right away and minimize the chances of growing frustrated and leaving your website.

Making your CTA buttons large and visible will help users find them quickly and be more likely to use them.

Finally, make sure your page and its content are easy to share. Put your social media buttons at the top of your page and ensure that any content (images, videos) available on your landing page is easy to share. 

6. Increase credibility 

Google expects your landing page experience to be transparent and credible. Therefore, your landing page should possess features that make users feel comfortable entering their contact details. 

Here’s how you can do this:

Get them by making the first move. Present your offer before asking users to fill out the form. Make sure you have provided users with all the information about the offer before asking them to fill out a form.

Add your contact information by providing a phone number so people can call to establish trust. The same goes for a live-chat option. Live video chat also gives an upper hand by letting you question users face-to-face, and it provides you with an easy way to convert traffic into leads.

Provide a link to your privacy policy under your lead capture form to explain how you will handle user data. It serves a vital role in how you connect with your website users and how they connect to the content and ads on your landing pages.

A privacy policy should contain sections for:

• Company or website information
• Information about your website collects from users
• The method that you use to collect user information
• How that information is stored and utilized
• How users can contact your company

The link to your privacy policy should be highlighted and displayed in an easy-to-find location in your content. 

Provide social proof. Testimonials from customers and displaying customer badges can improve the landing page experience for your website. Both of these tactics build credibility for your business. They work as a referral from verified customers to your overall targeted audience about the products or services available on your website.

7. Add a clear, contrasting CTA button

A user journey that begins with the ad click ends with the post-click landing page CTA button click. It encourages users on a website to complete an action like downloading content or buying a product or service. It must be engaging and eye-catchy. 

Most CTA buttons labels look like “click to download,” “submit”, or “contact us.” You should be creative in labeling it and designing it to the experience you want users to have when they are on your website.

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