You’ve read all the tutorials. You’ve spent countless hours poring over demographic data for targeting, crafting the perfect ad copy, and tweaking your campaign. In fact, you’re doing everything you’re supposed to do — but you’re still not seeing any success with Google Ads. Does this sound familiar? If so, the problem probably isn’t with your ad campaign. Instead, look to your landing page for answers.
Here are five ways your landing page could be sabotaging your success with Google Ads.
Your Landing Page Doesn’t Match Your Ad
I’m big on the concept of congruence, which is a fancy way of saying that your ad and your landing page need to make sense together. A landing page is your opportunity to expand upon the copy in your ad. Rather than thinking of your ad and your landing page as two separate pieces, think of your ad as the synopsis or introduction to the landing page on your site.
If you own a furniture store and you’re creating an ad for bunk beds, but your landing page goes to a category page for all beds, it’s frustrating for your customer. They want to click the ad and see exactly what they came to your site for. The more they have to poke around your website to find what they need, the more likely you are to lose them in the process.
It’s also important to note that Google also wants your landing page to match your ad — they give higher quality scores to landing pages with text that is relevant to the text in the ad.
This leads us to our next mistake…
Your Homepage Is Your Landing Page
Repeat after me, “My homepage is not a good landing page. My homepage is not a good landing page. My homepage is not a good landing page.”
I’ve reviewed countless Google Ads accounts that were making this mistake and it was costing them hundreds to even thousands per month. If you’re advertising a service, your ad should go directly to a landing page focusing on that particular service; if you’re advertising a special deal or promo code, your ad should go directly to a landing page explaining how customers can take advantage of it.
To further expand on a point from above, you simply can’t expect potential customers or clients to find what they need. People are busy, impatient, and they don’t want to do the work. Hold their hands and guide them to the actions you want them to take. Create unique landing pages customized to all of your ads. Is it a bit of work? Yes. Is it worth it? Also yes.
Visitors Are Met With a Wall of Text
There are some boilerplate landing pages out there that are heavy on text, with a “Buy Now” button placed between every other paragraph. These are old school, but you still see them around occasionally and even businesses that don’t use these templates often borrow from the concept.
People aren’t interested in reading a dissertation about your product, service, or offer. That’s not how you make a sale. Instead, use bullet points, headings, and short paragraphs. Incorporate images and graphics and have a good headline that is congruent with your ad copy.
Your copy should be clear and concise—your landing page isn’t the place to write bloated SEO-style text that uses a lot of words to say very little. Keep it snappy and include calls to action.
It Loads Slowly
This one is self-explanatory so there’s not much more to add here. Google hates slow sites and so do consumers. Audit your site speed and replace or eliminate any code or plugins that are causing lags. People aren’t going to sit around waiting for your site to load — they’ll just click the back button and try another site instead. This is especially true for mobile, which leads to…
Your Site Isn’t Optimized for Mobile
It’s 2020. Smartphones have been around for a long time now. There’s no excuse not to have a site that’s optimized for mobile. These days, there are people who do virtually all of their internet searches on their phones. If your site requires a lot of pinching, zooming in, scrolling to the side to read long lines of text that don’t fit on the screen, etc., not only are people not going to bother, it also sends a message that your business is behind the times.