Landing pages are another essential part of your google search ads campaign. They are the destination page that a user will land on after clicking on your ad. Landing pages are the final step in the user journey and they indicate whether a user will click through to your website, product or service to complete an action such as a purchase/subscription/signup etc. 

As explained in the last chapter, you want to make sure your ads align with your ad groups, ads and keywords so that they all display a common theme or message.

In this next section of “Learn Search with Amelia”, I will guide you through some best practices you can use for your landing pages that will drive results!

To drive action.

This is done by strong CTA’s. For example: “buy now”, “sign up today” – anything that will drive the user and create a conversion. As well, landing pages give users more understanding and information about what you are offering. Essentially, they are an extension of your ads to learn more.

It’s important to make sure that your landing pages are specific to each individual ad group. That means your ad group specific keywords should be included in your landing pages. As an example, at Adacado, we have learned and seen success with this. For instance, when i search “ad builder” on google, the following shows up:

Perfect! Exactly what i was looking for – an ad builder. And when i click on this search ad, it takes me here:

A landing page that states exactly what i was looking for – an ad builder.

Not only does google rank your quality score high, but as well, gives users a better experience which in turn increases the likelihood of your landing page converting.

Overall, your keywords should match your ad groups which in turn should be included in your ads and finally be included in your landing pages.

It’s just like SEO! You want as many relevant keywords in your blogs, website pages etc. so that they will show up when someone is searching for a particular term.

Value propositions are statements that display the value that will be delivered, experienced and acquired by the customer from your product or service.

For example, Unbounce’s value proposition is “A/B testing without tech headaches”. Their value proposition aims to provide users with the message that “no I.T. support is necessary”. This makes their product user-friendly, with users to be able to do anything on their own.

These statements are important as they set you apart from other competitors – almost like a competitive advantage.

Your value propositions should be concise and explain the benefits that your customers will experience, not the features.

Finally, show users the features of your service or product. Oftentimes, users are looking for something very specific in your product or service. Displaying these on your landing pages is advantageous in order to catch the users attention. 

Features are also important in communicating the capability of your product or service. However it is important to note that features are only valuable if customers see those features as valuable – and that’s where your value proposition comes into play!

Customers buy products and services to solve a problem or meet a need, so make sure your features align with your value proposition.

There are a lot of landing page builders out there that will help you succeed such as Lander, Beaver Builder, LeadPages, InstaPage etc. However, at Adacado, we swear by Unbounce.

Their easy to use, user-friendly platform makes it easy to build landing pages without any technical background. Of course, if you want your landing pages to be more sophisticated and you know a bit of javascript/html then you have the freedom to customize landing pages as you wish.

That’s the best part though! Unbounce gives you that flexibility, and the landing pages always look great!

• Make sure you have 1 strong CTA
• Your keywords, ad groups, ads and landing pages should all align
• Come up with a value proposition for your product/service
• Highlight the features of your product/service