How To Create The Ultimate Landing Page Experience

Landing Pages

Your landing page is the URL people land on after they click your ad. Google analyses this page through automated and human processes. Google Ads then uses landing page experience as a measure to let you know how well your website gives people what they are looking for after they click an ad. So, there are many benefits of having the ultimate landing page experience, and this blog will provide useful pointers on how to create this.

This measure of ‘experience’ affects your ad rank and therefore the cost per click (CPC) you pay in the ad auction. This means your ads may show less often (or not at all) if they direct to landing pages that offer a poor user experience.

Landing page experience is also one of the three factors that make up your quality score. Along with expected click through rate and ad relevance, Google considers your landing page experience to give your quality score. Quality score intends to give you a general understanding of the quality of your ads.

You can find out how your landing page experience ranks by logging into your Google Ads account, clicking keywords then adding a column for ‘landing page exp’.

If you are seeing average and below average in these fields, you should want to create the ultimate landing page experience for your customers! You can easily improve your landing page experience by following the below pointers.

The Ultimate Landing Page Experience Needs… Relevant, Useful and Original Content

Relevant:

It is important to ensure that the landing page of your ad is directly relevant to the text contained in your ad and the keyword.

An easy way to do this is to make sure you are being specific when a user is showing interest in a particular thing but also be general when the user wants options.

For example; if someone is looking for a ‘Miele rangehood’ they probably don’t want to be taken to a page containing all types of ovens from different brands. Instead, a good landing page experience would be to take them to a page selling your range of Miele rangehoods. Again, if someone is searching to compare types of vacuum cleaners they probably don’t want to be taken to a specific models landing page.

Useful:

You should try to include useful information on your landing page about whatever you are advertising. Let’s say your ad is for a specific running shoe, such as the ‘Asics Gel Nimbus 22′ (see below).

Asics Search Ad
The landing page should include useful information about that product. This could be the colours available, prices and whether they are on sale. See the corresponding landing page below.

Sportitude Landing Page

Original:

You can create the ultimate landing page experience by ensuring your page contains content that is unique to your site. This could be special offers or useful features which your competitors do not offer.

In the running shoe example above the offers at the top of the landing page could be unique to this website.

Original Offers

If a competitor does not offer free shipping or $10 off orders with a newsletter sign up these are unique features which would improve a users landing page experience.

The Ultimate Landing Page Experience Needs…Transparency

Users value transparency when it comes to advertising. You should aim to openly share information about your business and include, what exactly your business does.

This could also include explaining what you are selling to the user before you ask them to fill out forms or input their information. If your call to action is, ‘Sign Up Now’ they should know exactly what they are signing up for.

Have an easy to find ‘Contact Us’ link on landing pages so visitors can easily find your information. Also, if you are requesting personal information from your customers make sure you are clear in explaining what you will be doing with it. This transparency fosters trustworthiness for your website.

The Ultimate Landing Page Experience Needs…Ease of Navigation

If you organise and design your landing pages well your customers will not have to hunt around trying to find the information they require. So therefore, are less likely to ‘bounce’ off the page.

Ensuring the content ‘above the fold’ is prioritised and contains information the user requires will increase their experience on the landing page. No one wants to be continually scrolling to find the price or size of a product.

Another tip is to make it quick and easy for someone to order the product mentioned in your ad. This could be a shortcut to add to cart on a category landing page.

Buy Now Button

Try to minimise the amount of pop-ups you put in front of the user. These can be annoying and hinder the navigation of your site. If a pop-up blocks information that a user is trying to locate your landing page experience will definitely suffer.

The Ultimate Landing Page Experience Needs… Quick Loading Times

Whether they are searching on a desktop or mobile device users will want your landing pages to load quickly. So make sure your landing page loads quickly once someone has clicked on your ad.

There are tools you can use to test your site speed for mobile. These can help identify whether this may be an issue for your landing page experience.

Mobile Site Speed Tool

Summary

When your landing page experience hits the mark with your users you should see your quality score increase. Creating the ultimate landing page experience is one step closer to effective and efficient online advertising.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

START SELLING YOUR PRODUCTS ON GOOGLE

Use FeedOps to get products listed in Google for Free.

Share on facebook
Facebook
Share on twitter
Twitter
Share on linkedin
LinkedIn

More Posts

Excellent Service, helped take our business to the next level, thanks Team Dynamic 😃😃
Martin Fleming
Martin Fleming
10. December, 2020.
I have been with Dynamic Creative for a while and have loved every single part of it. Clear communication, respond fast and great results. We used to be with another company and since partnering with Dynamic Creative, we doubled our return on investment. I would definitely recommend them. Ellie
Elien Degraeve
Elien Degraeve
9. December, 2020.
We have been working with CD since March – the move worked seamlessly and results are excellent with big sales growth. I work with an Account Manager when required and that has been a great support for making decisions on the Account. We are very pleased with our move to CD.
Manta Surf Co.
Manta Surf Co.
8. December, 2020.
Lucinda has been amazing to work with. She closely monitors the account, provides updates, and optimises where necessary to achieve our set goals. Communication is clear and fast. Would highly recommend working with her and Dynamic Creative!
Georgia Gwyn
Georgia Gwyn
7. December, 2020.
I have worked with Dynamic Creative for the past 9 months and they are a wonderful team to work with!! They have a clear understanding of our goals and have helped strategize, execute, and fine tune our campaigns in effort to reach them. Always professional, always responsive and always knowledgeable.
Olivia DiCapua
Olivia DiCapua
9. November, 2020.
Great service and friendly staff. Professional and reliable online markteting skills. Always helpful whenever there is a problem.
KELLY LIU
KELLY LIU
26. October, 2020.
I highly recommend Dynamic Creative. The team is results driven and is always happy to help. Tiff is very professional and great to work with.
Mathilde POLLIER
Mathilde POLLIER
8. October, 2020.
I have found Dynamic Creative to be very helpful and integral to our online business. They have helped us achieve amazing online sales and are now a must have investment for our business and we look forward to sharing a long and profitable relationship.
Evan Jones
Evan Jones
29. September, 2020.
Our company has been working with Dynamic Creative for many years across several markets. The team has always shown great initiative and action towards our goals. Clear communication, fast response and overall a pleasure to work with. Lucinda, as well as the team, is a great professional who puts real care and understanding into her work.
Kantar Profiles
Kantar Profiles
24. September, 2020.
As the Marketing Manager of two large retail brands, I have been a client of Dynamic Creative’s for three years. We initially started by trialling the smaller of our two brands with them, and based on the results transitioned the balance of our business from another provider across to DC. The tech that they use is smart, efficiently delivery traffic and returns (ROAS) well beyond our targets. We are a growing business, with changing needs, even more so right now (2020). As our needs change, DC has been nimble and worked with us to modify our advertising to take advantage of various opportunities. Communication with my account manager Tiff is excellent, as with access to the wider team (all very friendly and pleasant to work with). They are quick to respond to requests, address any concerns and provide advice on best practices, often going the extra mile to help me find creative solutions. We are delighted with what we have achieved together and happily continue our partnership. Recommended.
Luke Bowditch
Luke Bowditch
23. September, 2020.

Dynamic Creative advertising platform operates both RQmedia and FeedOps. 

Copyright 2021 © All rights reserved

SUBSCRIBE

Get the latest blogs and papers sent to your inbox

FREE

Download the ultimate guide to Google Shopping Ads