User Experience Matters: How to Optimize Landing Pages for Google Ads

[Yeezypay]

When you're working on advertising campaigns in Google Ads, having a good landing page is super important for getting high conversions. The landing page is an organic continuation of the ad that users click on, and its main task is to inform the target audience about the offer in as much detail as possible and create a desire to make a purchase, make a deposit, or take another targeted action.

In this article, the team at YeezyPay, a service that provides trusted agency accounts for Google Ads, will show you what you should focus on first when you're optimizing your landing page.

Benefits of using a landing page in your marketing funnel​

Using a landing page in your marketing funnel has its benefits. When you have a landing page with detailed information and user-friendly design, it gives advantages to affiliate marketers, media buyers, and advertisers:

• It attracts loyal users who are ready to make a purchase or take targeted actions.
• It filters out irrelevant leads automatically, saving you the effort of processing their applications.

However, these advantages are only applicable to landing pages that are optimized for specific target audiences. So, what should you do if you need to capture the attention of multiple segments of your target audience?

Let's take the example of promoting webcam offers:

The audience of offers in this vertical are men of different wealth classes, lifestyles, marital status, and requests for this type of content. In fact, these are diametrically different audiences. Therefore, to successfully establish communication with potential leads, you need to select different approaches, broadcasting different USPs for each segment. In this case, it makes sense to create different campaigns leading to different landing pages. It is this approach that helps create an effective marketing funnel that will generate more conversions through proper communication with a niche audience. As an alternative solution, you can create review or rating landing pages.

The target audience for this vertical consists of men from different wealth classes, lifestyles, marital statuses, and content preferences. These audiences are quite diverse, so to effectively communicate with potential leads, you need different approaches and unique selling propositions (USPs) for each segment. In this case, it's a good idea to create separate campaigns that lead to different landing pages. This approach helps create an effective marketing funnel that generates more conversions by communicating properly with each niche audience. Alternatively, you can create a listing or a review landing page.

However, running ads for grayhat verticals on Google Ads using regular ad accounts is challenging because there's a high risk of account suspension or ad rejection. To prioritize moderation and extend the lifespan of your advertising campaign, you can connect your account to a trusted Google Ads agency account provided by YeezyPay. Additionally, if your account gets banned, you can easily withdraw any remaining funds without any issues.

How to optimize landing pages for advertising campaigns in Google Ads​

In Google Ads, a well-designed landing page can increase both the conversion rate of an advertising campaign and the click-through rate of ads. This is because algorithms analyze the quality of ads and the content of the landing page, as well as their alignment.

Here are some recommendations for optimizing your landing page when working with Google Ads:

Make it relevant​

Your landing page, just like a pre-landing page, should precisely match the requests and needs of your target audience. A well-optimized page should avoid unnecessary information that may confuse users and hinder conversions. Ensure that the keywords in your ad and the headings/content on the landing page are aligned. It's also important to highlight the competitive advantages of your offer clearly on the landing page, focusing on the main message.

Additionally, use a tone of voice that resonates with your target audience when writing the content for your landing page.

Keep it brief​

Research shows that the average user's attention span on a page lasts only 8 seconds. Therefore, create concise content that is easily digestible for your target audience. Fill your landing page with informative and brief messages that answer most of their questions within seconds.

Provide a convenient user experience​

Even though a landing page is typically a single-page site, having clear and intuitive navigation is just as important as it is on a regular website. Users should be able to find the information they need without any hassle, preventing them from leaving your page and choosing a competitor's offer. Design the navigation in a way that subtly guides users towards completing the desired action.

Consider the following when designing the navigation of your landing page:

• Important information should be placed at the top of the page or on the first screen.
• Call-to-action buttons should blend in with the design but stand out enough to be noticed.
• Links to your social media profiles or messaging apps are best placed at the bottom or second-to-last screen to minimize the chances of users leaving before completing the desired action.

Use a Unique Selling Proposition (USP) that benefits the user​

Your landing page's main goal is to lead users to take a specific action. To increase conversions, develop an attractive and beneficial offer that aligns with the desired action without distracting from it.

Include social proof​

Landing pages that inspire trust and convey transparency and honesty tend to have higher conversion rates. Include blocks of information on your landing page that address potential doubts or objections.

Such content may include:

• Screenshots of customer reviews and comments

• Mention of awards and expert opinions about the offer

• Scans of certificates, diplomas, or laboratory test results
• Contact information availability
• Privacy Policy page and Terms of Use of the site

Additionally, it's important to let visitors know on the landing page if there are any additional charges they might incur. It's also crucial to make sure there are no grammatical errors or typos in the written content.

Optimize images and video​

Visual elements are more effective at grabbing attention than short text. Add high-quality images and videos that are relevant to your landing page topic. If you know that the internet connection speed in your target location is slow, optimize the images by converting them to “webp” format. Remove unnecessary resource-intensive scripts that can slow down page loading speed. You can check the technical optimization of your page on the Page Speed Insights web tool.

Ensure convenient usability​

Creating a fast and user-friendly landing page for Google Ads helps to increase the likelihood of visitors staying on your site and completing the targeted action. Consider the following:

• Improve page loading speed to avoid discouraging users.
• Ensure cross-device compatibility with responsive design.

• Minimize the use of pop-up windows that may slow down page speed (common with standard landing pages issued by affiliate networks).
• Make the process of filling out contact forms or placing orders fast and simple for your target audience.

Conclusion​

Creating a good advertising campaign is not enough to achieve exceptional results. High-quality content and optimization of the landing page will help attract the attention of potential clients and increase the conversion rate. It is necessary to ensure relevance and optimize the navigation of the landing page. Additionally, it is important to encourage visitors to take the necessary actions and avoid factors that may discourage them, such as slow loading speed or questionable content. If you are promoting offers that are in grayhat verticals and you want the campaigns to bypass moderation without being banned/ rejected consider using trusted agency accounts from YeezyPay.