You’ve carefully chosen your keywords, spent ages refining your ad copy and made it absolutely irresistible. Once you’ve got people to click on your ad and go through to your site the hard work is done… right?! When visitors get to your website, you need to have the perfect landing page so they will convert, whether that is signing up to your newsletter, requesting a quote, or buying your products.
A high-quality landing page will do more than result in increased leads and sales. If your landing page is relevant and enticing, you can increase your quality score, resulting in high-ranking ads and a reduced ad spend. For example, in Google Ads, if you achieve a quality score of 10 for a keyword, you can save up to 50%!
Here are our top three tips for making your landing page a perfect fit for your visitors.
Some people think that the more content on your page, the more likely visitors are to stick around, but the reverse is true.
Did you know users are likely to only read 20% of the content on a web page? You need to make sure every word of your content counts. Get rid of the jargon, use headings and bullet points to make your page easier to read and top load your content so the key points are at the very top of the page.
Our top tip? Limit the external links on your landing page. You don’t want to encourage your visitors to click away from your content.
Your landing page may look fantastic on desktop, but how does it look on mobile and tablet? It’s estimated that nearly three out of four people will only use their phones to access the internet in the next few years, so you need to ensure you don’t lose out on any conversions.
Test your landing page on mobile to make sure it works. Are the buttons nice and large so people can click on them? If there are forms on the page is there minimal typing required? Does the page load quickly?
Designing pages with mobile in mind will help your conversion rate to skyrocket!
Your call to action (CTA) will be what your visitor clicks on to convert, so make it as enticing as you can! Things to consider include:
2020 has been the year of people supporting local businesses, with almost 60% of people using more locally based services and businesses during lockdown.
4 out of 5 people use search engines to find local information and businesses, so if you are locally-based, you need to use this to your advantage to appeal to as many customers in your vicinity as possible.
Join us as we look at four different ways you can use Google to promote your business to people in your town, city or region.
Localizing your Google Ads
You can set a location on your Google Ads so they are only served to people in your local area. You can select a town or city, or target a radius around a specific location.
If you have a brick-and-mortar store, you can use local inventory ads to target people who are near your shop, letting them know what you have in stock.
With PPC you can target your adverts towards people in your area, meaning you can quickly climb to the top of the search engines for the keywords of your choice, enticing prospective customers to come to your site. You can even use local inventory ads to target people in the vicinity of your shop and let them know what you have in stock!
Advertising on Google Maps
If people are looking on Google Maps for a restaurant or store near them, you can make it so your business appears near the top of the list, or appears on the map as a promoted pin. The ads appear on both the Google Maps website and the app, which has over 1 billion downloads. You can advertise on Google Maps through Google Ads. Just select Smart Campaign, and Google will walk you through the process.
Local Services Ads
If you offer a service, you can register with Google as a Google Guaranteed service provider. Your ad will then show up for customers in your area, and you will only pay if a customer contacts you directly or books an appointment.
Local Services Ads even work with voice search, increasing the likelihood of your business being a match! They are easy to manage and maintain as there are no keywords or ad copy to worry about like there is with Google Ads.
Like Google Ads, you can set a budget so once your budget is spent, Google will no longer serve your ad. To be considered as a Google Guaranteed Provider, you need to be able to meet local license and insurance requirements.
Google My Business
The great thing about Google My Business is you can use it to promote your business for free!
All you need to do is search for your business on Google and claim it. You can then add your latest news stories, edit your opening times, add photos and even link to your website or appointment booking system.
1 in 20 Google My Business listing views result in a website click, phone call or a visit to Google Maps!
Did you know the average person visits a website nine times before buying a product or service?
It's official; impulse purchases are a thing of the past!
If you want to encourage people to come back to your website, you may be interested in retargeting and remarketing.
What is retargeting?
Retargeting is a form of advertising that displays image-based adverts to people who have previously visited your website.
You can implement retargeting on pay per click (PPC) platforms like Google Ads and Microsoft Advertising, as well as social media advertising platforms like Facebook and LinkedIn.
How does it work? You add a piece of code to your website which tracks existing visitors. This code uses cookies to identify customers who have visited your website, and you can use this to serve ads on other websites they visit.
All you need to do then is set up specific rules. For example, you can make it so your ads are served to people who visited a particular page on your website, or a combination of pages.
You can use retargeting on eCommerce sites too. If someone checked out a specific product online you can flash up an ad for it, encouraging them to complete their transaction.
Retargeting can increase conversions to your website by 51%!
Why is retargeting great for your business?
Retargeting is an effective and cheap way of bringing people to your website. The average cost of a display ad on Google Ads is $.58, which can be a lot less expensive than promoting your site with search ads.
As remarketing attracts people who are already aware of your brand, they will be more likely to purchase your products and services, especially if they see your ad multiple times.
You can reach a wide range of people. For example, if you use Google Ads for remarketing, their display network reaches 90% of the internet. This means no matter which websites your prospective customers visit; you can reach out to them.
You can have different retargeting campaigns for different parts of your website. For example, if you are a clothing company having a sale, you can set up separate retargeting campaigns for someone who visited shoes and someone who visited dresses.
This allows you to target specific customers, boosting the likelihood of conversion.
What is remarketing?
Retargeting and remarketing are often used interchangeably, but they are actually two different things!
Remarketing is the term used to describe re-engaging customers with email. For example, if you visit a website and put a product in your cart without purchasing, you may get an email giving you a discount if you complete your order.
Other remarketing emails you may receive include suggestions of products you might like and lifecycle marketing emails.
Remarketing emails have a 30% conversion rate, which is five times as much as conventional emails! Again, this is due to the customer already having brand familiarity with your product.
Both retargeting and remarketing emails are great ways to encourage prospective and existing customers to come back to your website… again and again and again!