Landing pages are specifically designed web pages, intended to capture data or for lead generation. They are a great tool for Google Ads campaigns, allowing you to give the user all the information they need in high concentration and take out any unnecessary information. They focus the user’s attention on exactly what you want them to see and will usually have one clear Call To Action (CTA).
In this blog post, we discuss the benefits of creating landing pages for your Google Ads campaigns.
1. Generate leads
At its core, your website really only has two purposes: to generate traffic and being able to convert potential leads. Landing pages are critical in helping generate leads and convert these leads into customers. Studies show that marketers capture leads at a higher rate by sending them to dedicated landing pages with specific content, rather than sending traffic to the website’s home page.
Many companies send their email, social media, and search traffic straight to their homepages, but this could be optimised and targeted to send specific traffic to specific pages. For example, our Google Ads are set up to send people searching for graphic design to our graphic design service page.
2. Collect demographics
The idea of the landing page is that your visitors must “pay” you in information in order to gain access to an offer, download or other Call To Action. Though the information you request will vary, most of it will include contact information and demographics and some information about what they are looking for. Of course, contact information gives you the info you need to start contacting leads.
This gives you the data you need to understand your new leads and segment them more efficiently in order to better target their needs, desires, and pain points. It also helps you have more valuable and personal conversations.
3. Track data
Data from landing pages can be tracked, and this can help you understand just how engaged your prospects are. You can track and analyse where users have come from, how long they’ve spent on the page, where they’ve clicked through to (if internal or external links are included on the page) and if they’ve filled in any contact forms.
All this data is invaluable in understanding the success of any digital marketing campaign and how well your marketing offers are performing. You could also compare data from various offers to see what’s working and what isn’t, so you can optimise your marketing efforts.
4. Remove distractions
Why is a landing page important? Because it inspires specific consumer action. If you were to send your visitors to your website’s home page, they could take a wide variety of actions, from checking out your latest blog post, reading about your company’s history or viewing your products or services.
Though this engagement is good, it’s not what you actually wanted to happen – remember you are paying for these clicks. A landing page removes all of these distractions, such as the site map, links, and navigation options, so you can focus your visitors on the one thing you want them to do… convert!
5. Clarity and purpose
Landing pages are short and effective. That’s because they are created for a particular purpose. If you want your visitors to take a specific action then you can’t expect them to have to figure out what that is. A landing page makes it clear that you want them to purchase, to contact you, to sign up, or to download. It’s a one way street.
6. Force visitors to make a decision
Lots of people are indecisive. And that doesn’t help your business one bit. Effective landing pages will force your web visitors to make a decision by eliminating all distractions to help them focus. Having a clear message, and having an obvious, single call to action. You’ll know once and for all if that web visitor will turn into a lead or not so you won’t be chasing your tail.
7. Test and optimise
Just like landing page data can be tracked and analysed for the campaign’s benefit, the landing pages themselves can also be tested and optimised. You can test different colours, images, headlines, copy, layouts and form fields to see what’s getting people to convert and what’s stopping them from doing so. Then, you can improve these landing pages based on what visitors respond to the most.
Having a landing page is a great way to save you money from otherwise wasted clicks within Google Ads, and to increase your conversion rates. These pages are also not usually accessible from the website itself so you know all data received from these pages will be from the ads.