Landing Pages – How to Reduce CPC?
Landing pages are one of the most important parts of any AdWords campaign. They affect Quality Score, which affects CPC drastically. A high QS can more than halve your CPC. Good optimisation can save marketers a LOT of time and money.
How to optimise landing pages?
- make them relevant to the search query. Connect them with the purchase intent of an ad group and their keywords. When doing keyword research you can group them as informational, commercial and transactional.
- optimize your copy, make it relevant to visitors. Study search queries. Use emotional persuasion. Playing with emotions can help you make your marketing message more persuasive.
- focus on one thing, what you want people to do. If you want them to buy from you, add one CTA and one CTA only: an “Add to Cart” button. If you want them to call you, put your phone number and a “click-to-call” button.
- create a modern page. Make sure it is structured correctly. If possible, don’t use pop-ups that interfere with navigation of your site. Make you landing pages mobile friendly. According to Adobe, “Companies with mobile-optimized sites triple their chances of increasing mobile conversion rate to 5% or above.“
- Don’t ignore speed. According to a Google AdWords best practices page, “If it takes too long for your website to load when someone clicks on your ad, they’re more likely to give up and leave your website. This unwelcome behavior can signal to Google that your landing page experience is poor, which could negatively impact your Ad Rank. That’s why you want to make sure your landing page load time is up to speed.”
Quality Score is partly a result of theming between keyword, ad text and content on the landing page, so that all are similar. However stuffing one landing page with lots of text with your keyword being very thin on the page will be unlikely to work. Still, even with perfect consistency your keywords can still have low QS, due to poor click through rates and indications of low engagement. Engaging ad text is important for CTR, as is optimisation of keywords and negative keywords. Your landing page then has to carry it forth with engagement.
Increasing your landing pages Google AdWords performance isn’t always easy but well worth marketing concentration.
Once you follow these steps, a very good idea is to identify the most important landing pages and build several alternative versions. Then, run an experiment in with Google Analytics experiments to find out which theme works best. This of course, you can use to optimise all your landing pages.