How to Use Ad Rank to Identify that Your Landing Page is Letting You Down – “Ad Rank is one of the biggest limitations to a Google Ads campaign but weirdly one of the least analysed. When reviewing Search Impression share, there are two limitations that can stand in the way of an advertiser; Budget limitations and Ad Rank.
Ad Rank is a mysterious score that is the combination of a campaign’s Quality Score and Bid. If your campaign is poorly structured, naturally you’ll lose Search IS. If your campaign is structured perfectly but you’re not bidding nearly anywhere where you need to be, then you’ll lose IS.
If you’re finding that your ad rank is low, then there is a simple way to analyse whether it’s due to your landing page. Simply pull up a campaign’s columns for expected CTR, landing page experience and ad relevance. You’ll find on a keyword level which areas are lacking the most and you’ll be able to isolate the keywords that have a low landing page experience. I typically use a google sheet to import this data and automatically highlight which keywords require the most improvement.
Dedicated Landing Page for Mobile Users – “Ever come across a landing page that’s clearly NOT optimized for mobile users? Here are some examples of landing pages that don’t have an optimized user experience.
Forms are already dreadful to fill out on desktop but when you’re requesting invasive questions on mobile, you’ll find significant drop offs and not many form fills. If this sounds like your mobile landing page, A/B test a shorter form with only the necessary questions and see which variant converts higher.
In the second example, you’ll find a text heavy landing page. With the attention span we have today and the nature of mobile users, we’re not likely to read all that text but instead, bounce, and look at your competitors. To prevent this from happening, try creating a simple yet to the point headline and subhead. Watch your conversions skyrocket.
Another tactic here would be adding a mobile friendly description under the Call To Action ‘Download Free Report’. Since users associate PDF downloads as an action only taken on desktop, this may deter visitors from filling out your form. Try adding text below the CTA, ‘Mobile-Friendly PDF’. This will let users know the download can be easily downloaded on mobile.
Now here are some companies that have mobile users in mind:
Consistent Wording Between Ads and Landing Pages – “You want to sound like a broken record when you’re making a landing page for your ads. If you use a phrase in the ad, use the exact same one on the landing page. Don’t worry about boring the audience. If you call yourself the greatest solution, don’t call yourself the best on the landin…
Messaging to Explain vs Messaging to Convert – “No matter your service or product or niche or goal, there is no substitute for great copy.
Most web copy is beige at best, and rarely is it focused on converting the user effectively.
The most common trap is to believe we just need to get all the right information across to the user AND THEN they will convert. Information is not the issue, persuasion is.
- Start with a problem. Human minds are drawn to wanting to see that resolved
- Get Third-Party Feedback on the Content and Usability of Your Landing Page Before Going Live – “Just because you completely understand your landing page doesn’t mean that the rest of the world will.Everybody is different and will see things from their own perspective. This means that your perfectly worded (in your opinion) copy could be misinterpreted.
After all, it’s widely accepted that the ‘general public’ lacks common se…
Test a Quiz or Messenger Bot Style Landing Page – “Oftentimes the best online marketers, are actually offline marketers.
Offline Marketers are great at analyzing conversion issues because they have firsthand experience into how people actually react to things in real life.
So when you start to consider how you can improve your landing page, ask yourself if what you’re doing online would make sense to do offline?
For example, if we were trying to sell cars and someone walked into our dealership… would we jump on them and try to show them our best deals and latest models??
No, a seasoned salesman would qualify the prospect to see what they’re intentions were… do they want to buy now? or just look? etc
Key insight: The salesman wouldn’t qualify you by having you fill out an application right away. He would most likely start a conversation and figure out how to best help you.
In that conversation, he would most likely get all the information he would have gotten on an application without the friction as well.
Use the C/E/A Methodology – “This stands for Confirm/Engage/Act. Basically if the search query is health insurance for women, then when the user lands on your landing page, in the top left corner, she should see an image of a woman – yes you can gender target your campaigns in Google Ads too. She should also see the phrase she just typed “health insurance f…
Match Your Message to the Intent of the Search, Not Just the Keyword. – “Context above all. Already your keyword research should be based on a thorough thinking about your marketing funnel. According to that, you have to differentiate between multiple types of stages: Unaware, Problem Aware, Solution Aware, Product Aware, and Most Aware.
These categories reflect the m…
Different Goals Should Deliver Different Goal Values – “When you have the option to add goals that you track for a given website, consider the option of assigning each of these different values, so that you can prioritize their value in your digital marketing efforts.
For example, if you have goals like newsletter signup, request for quotation and using the contact for…
They Didn’t Convert? What You Can Do About That – “Should you do remarketing? Yes, but make sure your conversion rate is up to scratch first.
Your ad and landing page are two sides of the same coin; both play a critical role in getting conversions.
You know this: you’ve got everything in sync, and you’ve followed up on the other recommendations in this article. But if your conversion rates are still underwhelming, don’t jump straight into remarketing.
Most advertisers don’t give remarketing a second thought. They think that merely presenting their offer over and over will get them more conversions.
Yes, you should remind non-converters wha…