With all of the analytic tools out there for online marketing, there is no reason to spend money on Google Ads and not know EXACTLY the return-on-investment (ROI).
A landing page is where people are linked to after clicking on your ad. This page should include all the information needed for someone to "convert", or give you their information, without any other links to pages on your website—that means this page should NOT display your menu!
Each landing page should have a unique form, so you can easily track if your ad spend is fruitful by the leads you get from this specific form.
How to create a landing page?
You cannot create a landing page in Google Ads, you must either create your landing page on your website, or with a third-party software like LeadPages, or Unbounce. It you use a website builder like Wix, inside the Editor, simply:
Click "Site Menu"
Select "Add Page"
Select page settings (three dots next to page name)
Select "No Header & Footer"
How to design a landing page?
What do the best performing PPC landing pages contain? After deciding you’d like to lower your cost-per-click and get better ROI on your paid ad spend with ppc landing pages, it’s all about creating them. Based on what we typically see with our customers, the best PPC landing pages contain 5 key elements:
Banner, with keywords from ad, strong images, and singular call-to-action
Sections (1–3) that give a clear overview of the value of your product or service
Video (less than 90 seconds) explaining "who, what, when, where, why, and how"
Reviews (3–5) to provide the social proof needed to build trust
Form that includes as few fields as required to get a lead
As pictured above, the landing page has an eye-catching image banner with keywords in the headline from the ad, menu navigation that stays on this page, and singular call-to-action. The sections that follow show examples of past work to further verify the value of this service.
Adding a map if you are a local business helps build credibility, and a video helps visitors get a sense of your personality. Finally, there are a few reviews right above the lead capture form to communicate, "other people find this valuable, so you should contact us."
Landing pages are important for measuring the success of your Google Ad campaigns. If you are spending hundreds of dollars a month, and getting "clicks" but no "conversions" or leads, then maybe it's time to reevaluate the design of your landing page.
Makeshark is a a professional digital marketing agency in Columbus, Ohio. If you need help setting up Google Ads or creating optimized landing pages contact us today at (614) 656-6460.
Want to read more about landing pages?
What is a PPC Landing Page? (With 4 Real Examples For AdWords)