To create effective Google Ads, you need to use both creative and analytical skills. Since we are limited to a small number of characters on search engine results pages, we need to make sure that the ones we use are effective.
When creating ad copy, it is important to consider the experience your visitor will have from the initial query to the landing page.
If there’s a problem or they feel like they’re going in the wrong direction, they’ll go back. This could mean that they find another company that is able to better meet their needs. In addition, an ad will not convert a prospect to a customer without a strong accompanying landing page.
There is no one specific way to write ads that will guarantee success, but there are some general tips that will help. With that in mind, below are eight tips for writing the best ad copy (backed up with landing pages) for Google Ads:
1. Leverage Keywords Where Possible
One common ad copywriting strategy is to use keywords that match the searcher’s query. When we use phrases that are similar to what the customer searched for, we are letting them know that they have found the correct website.
2. Be As Specific As the User’s Query
Every search a person conducts has a specific degree of query. Make sure that your own response is as specific as the person you are talking to.
If the advertisement is not specific, the copy does not need to be detailed and can be general. If the person you are talking to is being more specific in their questions, you should try to match their level of specificity in your answers.
The only change is to the first headline, but it makes the overall theme much stronger and tells the reader they’re in the right place.
The same principle that applies to the copy on a website also applies to the landing page, and it is possibly even more important. Improving your conversion rate comes down to giving your potential customers what they want. Continuing the shoe example above, here are potential pages that you would want to direct people to:
- “Shoes”: www.example.com
- “Women’s shoes”: www.example.com/women
- “Women’s Nike shoes”: www.example.com/women/nike
This is a fake website. The landing pages are designed to look as similar as possible to the query. Every time we include another word in our search, we are able to understand the customer’s need better and can direct them to a page with more relevant information.
Each search is an opportunity for you to give the searcher what they are looking for. Make sure to listen to people and deliver results that are as specific as possible.
3. Always Include a Call To Action
At the end of the day, we’re running ads to get visitors to take a specific action. For some, that might be making a purchase. For some people, this might mean subscribing to a newsletter. For others, it might mean filling out a lead form. It’s important to use the same phrasing in your ad copy or give your audience a clue about what you want.
A call to action in ad copy helps the visitor understand what they need to do, and creates asense of urgency. It can operate in a similar way to the Prequalifying ad copy mentioned in the next section. Since you know what you want from them, it becomes easier to eliminate those who are not interested. This practice helps save you the cost of the click by not having to pay for ads that are not clicked on.
The ad copy should entice the visitor to click through to a landing page with a matching call to action. The landing page should provide an opportunity for the customer to buy if they were asked to do so in the copy. If you only tell your customers to “learn more” in your copy, you need to make sure the landing page has information that will help them decide whether or not to buy your product in the future.
4. Test Psychological Approaches to Find the Right Fit
The way a message is worded in an advertisement can be very important, but it does not have to be dull. The ads on SERPs are becoming less interesting and more repetitive. This gives you a chance to be different from others.
It’s important to test different psychological approaches to advertising to see which one works best with your target audience. Here’s a quick rundown of the major types of ad copy approaches:
- Features: highlighting the physical or intangible aspects of the product/service. (Memory foam)
- Benefits: calling out the positive outcomes the visitor will have from the product/service. (More restful sleep)
- Problem: focus on the actual issue at hand to relate to the problem the visitor is trying to solve. (Tired of Wasting Time?)
- Solution: focus on the solution to the problem the visitor is facing. (Save Time)
- Testimonials: using actual feedback/testimonials to leverage social proof. (“This product has changed my life.”)
- Reviews: third-party reviews of the product/service, not from customers.
- Top of the Class: calling out any awards, ratings, etc. to show you’re the best. (Best in category award, 2018)
- Prequalifying: weeding out people who might not be a good fit for your service before they click. (“Luxury Tours,” attempting to weed out bargain travelers)
After you have found what works best through testing, duplicate that same feeling on your landing page so that there is a sense of uniformity throughout. Choose images and calls to action that are similar to those approaches.
5. Don’t Sell a False Bill of Goods
I’ve mentioned this before, but it bears repeating, and so it’s own line item on this list:
The landing page is the page people are brought to after clicking on an ad. This page should support the claims made in the ad copy, providing more information about the product or service being advertised.
Ad copy and landing pages need to work together. It is important that the message and offer on the landing page are consistent with the copy on the preceding page.
When this connection breaks down, it could look something like this:
If a customer searches for something and clicks on an ad that says there is a discount, but then discovers that the offer is expired or there is no mention of it, they will be disappointed. That’s frustrating!
As we mentioned before, it is essential to get the customer to think about the call to action when they see the advertisement. The call to action should be on the landing page, or else the characters in the ad copy and the money spent on the click will be wasted. This means that the people who were initially interested in your offer are no longer interested in completing the conversion action.
What is landing page experience?
The landing page experience is the way your ads and landing pages interact with each other.
To decide if an ad is a good experience, AdWords uses both automatic systems and human opinion.
The conclusion of this analysis is that your landing page experience has a significant effect on important metrics such as your ad rank, CPC, and ad positions.
This is because if your post-click landing page is not effective, it can lead to your ads not being seen as much as you would like, or maybe not being seen at all.
If you want to make money from your ads, you need to make sure that your ads match what your users are looking for.
Ways To Improve Landing Page Experience
This checklist will help you improve your landing page’s experience. This 15-step checklist will increase the number of your website’s visitors who convert into paying customers.
1. Improve page speed
Google Ads landing page speed is important to improve because a slow loading page can frustrate users and cause them to leave your page.
Bounce rates are 32 percent higher for pages that take more than three seconds to load, according to research. Slower loading speeds on your page will result in lower conversion rates.
You can figure out how fast your page loads by using resources from Google, like PageSpeed Insights. You should also prioritize fixing some of the most common challenges that lead to slow loading landing pages, such as:
- Javascript issues
- Excessive flash sizes
- Large media files
- Unoptimized images
- Poor caching methods
- Poor caching methods
- Excessive HTTP requests
- Failing to utilize gZIP compression
- Bulky codes
- Not using a content delivery network service
- Excessive plugins
You should also use online resources to help you design pages that load faster.
A faster loading landing page that is easy to use will decrease the number of people leaving the page, increase how long people stay on the page, and increase conversions from ads.
2. Make your website mobile-optimized
It is not only important to make your landing page mobile-friendly, but also to enhance the experience. If you want to decrease bounce rates and increase conversions, you must optimize your website expressly for mobile users.
More than $400 billion will be spent on mobile ads by 2023, which will make up 80 percent of all global ad spending. You need to optimize your landing page for mobile users if you want it to connect better with your ads and target audience.
You can make your landing page mobile-optimized by:
- Making sure your landing page copy is concise and easy to read
- Introducing click-to-call buttons on it
- Removing any clutter from your landing page
- Adding sticky CTA buttons on your landing page
Google recommends that landing page owners use these measures to improve their mobile optimization.
The AMP pages also satisfy some of the initiatives that Google now uses, such as mobile-first indexing and responsive ads, to ensure advertisers take mobile optimization seriously.
3. Personalize your page for different audience segments
You need to have a landing page that is personalized to satisfy the needs of different segments of your audience. You need to design your ads so that they match your post-click landing pages.
The goal is to have each element on your page reassure users they are in the right place, and that the product they’re looking for is only a click away.
The most original and meaningful experience for your users will come from ad-to-page personalization in your campaign, which will match the ad to the post-click landing page.
Ad-to-page personalization is important for several reasons. It can help improve your relevance score, which in turn can help improve your overall quality score. It lends to important factors like:
- Good brand impression
- Lower cost-per-click
- Lower cost per acquisition
- Increased ROAS
Your content on each landing page should be relevant to your users’ unique behaviors and motivations for visiting your landing page.
4. Make your page relevant to the ad
It is important to make your landing page relevant to your ad in order to improve your landing page experience. Your post-click landing page should be a continuation of your ad.
You should make sure that the content you use is relevant and that it matches the messages your users see before and after they click on your landing page.
If someone clicks on an ad for a specific product or offer, you need to direct them to a dedicated landing page.
If you don’t want to use a generic post-click product page, make sure the page focuses on the specific product the customer clicked on in the ad. If your web page has too many options or is not specific enough, users may have difficulty finding what they are looking for and may be discouraged from getting what they originally wanted from your page.
Your ads and post-click landing pages need to have the same messages. You should ensure that you specifically message-match your:
- User headlines
- Copy
- Intent
- Brand imagery
If you want to increase your landing page’s conversion rates, make sure your landing page is relevant to your users.
What makes a good landing page experience?
There are a few things that lead to a great landing page experience. Some tips for creating successful online ads include using content that is relevant to your product or service, adding a call-to-action button, using ad groups, and making your website easy to navigate.
How do I improve my landing page quality score on Google Ads?
You can improve your landing page quality score on Google Ads by:
- Researching and revising your keywords
- Using ads that are more relevant to your keywords
- Deleting or revising content that does not add value and reviewing metrics for conversion rates and site engagement.
Leave a Reply