Optimizing an AdWords landing page

Two things ultimately determine the performance of any AdWords PPC campaign that you run. These things are more important than anything else, including your budget, in improving your return on investment. They are:

1. Quality Score

2. Conversions

Let’s look briefly at both.

AdWords Quality Scores

AdWords gives each of your ads a quality score. Lots of different factors impact on your quality score, but the end result is that a bad quality score is bad for your campaign. It can mean your ads don’t display as often as they could, and you might have to pay more for each click than you need to.bl6Source: https://support.google.com/adwords/answer/2454010?hl=en-GB

Google looks at things like keywords, click-through rate, and a number of other factors when determining your quality score. It also looks at your landing page.


Even if you get a good quality score, and users click on your ad, it still might not work. This is because your landing page doesn’t convert – it doesn’t convince users to take the action you want them to take.

Your Landing Page

The design of your landing page is therefore very important to the success of your AdWords campaign. It contributes to your quality score, and it helps you improve conversions.

A landing page is the page on your website that visitors arrive at after they click on your ad. This can be any page, including your homepage. Here are some tips for optimizing it:

  • Make sure it’s relevant – the content on your landing page should be what the user expects to see. In other words, it should be relevant to the search they have conducted. The content should also be unique and well written.
  • Write a great, relevant headline that matches intent – the headline is one of the most important parts. It should get the attention of the user and clearly show, at a glance, that the page is relevant to their query. Headlines give you the opportunity to tell the visitor in a second that you have an answer for them.
  • Give a clear, single call to action – your landing page should have a clear call to action where it is easy for users to understand what you want them to do. The button should attract the user’s eye, and there should only be one call to action on the page.
  • Make sure it is easy to use – your website and, more specifically, your landing page should have intuitive navigation. It should be easy to use on all devices, including mobiles.
  • Make sure it is fast to load – Google likes websites and web pages that load quickly because users like fast-loading pages. Having a fast-loading website can help with your SEO efforts, but it also helps to improve your PPC results.
  • Make it trustworthy – if users don’t trust what you say or what you are offering, they will not convert. Use testimonials, icons to industry bodies, mentions in the press, and awards you have won to help build trust.

If you work on each of these points, you will improve users’ experience visiting your landing pages and achieve better PPC results.

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