We all know (or should know) the gob-smacking statistics that the Google beast generates on a daily basis.
Somewhere in the vicinity of 5 Billion search queries every day — yes EVERY DAY! That's 3.8 million people searching per minute (Source: HubSpot). And to top this off, 75% of users never scroll past the first page of search results (Source: Forbes).
These numbers are epic, so it's no wonder more and more businesses are tapping into Google Ads to have their products and services served on Google's first page, to capture this very attractive audience who are searching with intent.
Optimising Your Landing Page for Google Ads
So, you've got your Google Ads set up to generate leads and maximise conversions, and you're getting traffic — that's a good start. But, what if your ads are getting you the audience that you need and they're clicking through to your website, but they're not converting into sales? Hazard a guess, but it could be that your website landing page isn't providing a good user experience.
Here are 5 critical ways that this can impact your Google Ads:
- Ad relevance: If the landing page is not relevant to the ad, it may negatively impact the ad's performance. The more relevant, useful, and interesting your landing page content is in relation to your ad, the more likely your ad will position well.
- Quality Score: Google considers landing page experience as one of the key components of Quality Score. If the landing page experience is poor, the Quality Score may be low, resulting in lower ad rank and higher costs.
- User experience: A good landing page experience can increase user engagement and encourage users to take action, such as making a purchase or filling out a form, and this tickles Google's algorithms. On the other hand, a poor landing page experience can result in a high bounce rate, which negatively impacts your ad's performance.
- Conversion rate: If the landing page provides a good user experience and effectively communicates your value proposition, it can improve your conversion rate. A poor landing page experience may result in a low conversion rate.
- Ad disapproval: Google Ads may disapprove ads if the landing page violates its policies or guidelines. For example, if the landing page has misleading information or contains corrupt backlinks, the ad may be disapproved, resulting in lost ad spend and missed opportunities.
Improve Your Conversion Rate
So... if you're a wise monkey who is investing in Google Ads to generate sales and grow your business, make sure your landing page is optimised for quality ad performance. You want to be sure to capture your audience's attention, and then convert those clicks to conversions — the best way to achieve this is with a combined Google Ads, User Experience, and SEO approach. Do this, and watch your Conversion Rate grow, your Cost per Conversion decrease, and your business profits climb.
