Why You Should Use Landing Pages For Your Google Ads Campaigns
Date: October 27, 2022
To use a landing page or not for your Google Ads campaigns? In short, the answer is yes. Now, we will dig into the why.
Improved Ad Quality Score
Ad quality score is a rating, ranging from 1-10, that Google gives your ads based on the quality and relevance of your keywords. Your quality score is determined by three main factors:
- Expected CTR – How likely users are to click on your ad
- Relevance – How relevant your ad is in relation to what the user is looking for
- Landing Page Experience – How useful your ad is to users who click through to your landing page
Essentially, the higher your ad quality score, the better your ads will perform. According to Google, “a higher Quality Score means that your ad and landing page are more relevant and useful to someone searching for your keyword, compared to other advertisers”. This, in turn, leads to your ads showing more frequently.
With all that said, landing page experience is a crucial factor in assessing your ad quality score, which is why it’s important that you pay close attention to what landing pages you are serving users who click on your ads.
Increased Click-Through-Rates (CTRs)
Landing pages lead to a trickling effect. When you have a targeted and optimized landing page for your ads, your quality score will increase, as discussed above. When your quality score increases, the likelihood of having a higher ad position increases, which in turn will improve your click-through rate since your ads will be seen by more people.
Improved Ad Position
In addition to improved CTRs and Quality Score, when you use landing pages for your ad campaigns you can improve your overall ad position. As mentioned before, the more relevant your ad and landing page are to a user’s search, the higher your ads will show hence increasing your overall ad position.
Lower Bounce Rates
When you have a targeted page that gives a user the information they are looking for, it will lower the bounce rate. This is because the better the landing page experience, the less likely a user will “bounce” away from your page. This has trickle-down effects as well, such as an improved conversion rate.
Target a Specific Audience
When you choose to use landing pages for your Google advertising campaigns, you’ll be able to create targeted pages for each of your audiences. For example, if you are an elder law attorney, you could have a landing page built out for an estate planning campaign and a different landing page developed for an estate litigation campaign. This allows you to have a targeted page for users to land upon when searching a specific query. In turn, this leads to a better overall user experience because the person is being directed to a very targeted landing page.
Need Assistance Creating Landing Pages For Your Campaigns?
At 9Sail, we assist clients in building out landing pages that lead to conversions for their pay-per-click campaigns. If you’re interested in learning more and increasing the efficiency of your campaigns, don’t hesitate to reach out!