The Importance of a Good Landing Page and How it Can Affect Your Google Ads’ Performance
When it comes to Google Ads, the keywords you choose can make a big difference in the quality of users clicking on your ad. The user’s journey doesn’t end there, though. The landing page where the user ends up is just as important. You could have your Google Ads campaign optimized so well that they only bring in the best quality users. However, if the landing page that it leads to doesn’t load fast enough, or if the call to action is unclear, your conversion rates will suffer.
Below, we’ll go through three of the most significant factors contributing to your users having a positive or negative experience after clicking on your ad.
Landing Page Loading Speed
Gone are the early days of the internet, with the teeth-grinding dialup tone and expecting to wait 10+ seconds for every page to load. Nowadays, most users expect a page to load in two seconds or less, and the faster it loads, the better. Page load statistics from HubSpot show that websites that load in 1 second yield 300% more conversions than websites that load in 5 seconds. This disparity increases to 500% when load times reach 10 seconds. In fact, research has consistently shown that when a landing page loads faster, it gains more conversions.
Google values a user’s experience, and slow load time can negatively impact your campaign’s optimization score. This often leads to a lower ad position and a higher cost per click. So, make sure you’re conscious of your landing page’s loading speed. You can test the speed simply by clicking on your ad on both a computer and a mobile device. Measure page load times in popular browsers like Safari, Chrome, and Edge. Be sure to take note of any times longer than a few seconds and investigate possible reasons for the lag.
Google also offers a developer tool called Lighthouse, which gives you a more in-depth analysis of your landing page’s performance. If your speed is more than four seconds, consider the following optimizations:
- Optimize your images.
- Limit the number of external scripts.
- Limit redirect usage.
Optimizing Your Landing Page for Mobile Friendliness
Since basically half of all internet searches today are through a mobile device, having a mobile-friendly landing page is essential to staying relevant. In your Google Ads Overview tab, you should see which device the majority of your traffic uses to see and click on your ad. Even if most of your traffic comes from a desktop, you still should pay attention to your landing page experience through a smartphone.
A mobile-friendly website can enhance the user experience, provide you with a competitive edge over your competition, and improve your overall conversion rate. It can also impact your Google Ads optimization score and the competitiveness of your ads. So, make sure you’re giving your mobile device landing page experience as much love and attention as your desktop landing page experience.
Here are some of the most important things to remember when making your landing page mobile-friendly:
- Keep things simple so visitors can read the text clearly,
- Make sure the clickable links are easy to get to on a touchscreen.
- Distribute clickable links far enough apart so users do not have to worry about which option they’re clicking on.
- Use clear headlines and sub-headlines.
- Be conscious of white space, which may change from desktop to mobile.
- Prioritize above-the-fold content designed for a touchscreen.
Using Keywords on Your Landing Page
Although this is our last point, it is one of the most important: Using targeted keywords on your landing page. Keywords serve as the bridge between user intent and the content on your page. A thoughtful keyword strategy enhances your ads’ visibility and relevance in the search results. By aligning your landing page with your campaign’s keywords, Google has a more transparent understanding of your campaign goals, and your ads receive a more favorable ad strength result. The stronger your ad strength, the more traffic your ads will receive from the users most likely to convert.
Remember that these are the top factors, in our opinion. While page speed, mobile friendliness, and keyword strategy influence the quality of your landing page, it doesn’t end there. The landing page must have, among other things, an appealing design, eye-catching graphics, and compelling copy.
If optimizing your landing page for conversions seems overwhelming, a digital marketing agency can help elevate your website. At Red Egg Marketing, our dedicated marketing specialists work with small businesses to create big websites that convert.
Interested in letting advertising work for you? We’d love to hear from you.