As digital marketers, we create ads on a regular basis in order to have a certain impact on consumers. Whether it is through social networks or on Google, our ads must be effective and understandable to everyone. But once we have ensured the quality of these ads, what about the landing page and how does it affect your digital strategy?
“In digital marketing, a landing page is a stand-alone web page created specifically for a marketing or advertising campaign. It is where a visitor “lands” after clicking on a link in an email or on ads from Google, Bing, YouTube, Facebook, Instagram, Twitter or other similar places on the web.
Unlike web pages, which generally have many purposes and encourage exploration, landing pages are designed with a single purpose, known as a Call To Action (CTA)”.
Since these landings pages are designed solely for the purpose of having a call to action from consumers, it becomes obvious that this page must be designed correctly and meet all the criteria for such pages: they are often a customer’s first interaction with a brand and set the stage for the next step in their relationship.
When we advertise “pay per click”, what we most often look at to check the effectiveness of our ads is the quality score. This score is an approximation of the relevance of keywords and ads to the target audience. It is generally represented in advertising platforms by a number between 1 and 10. Search engines and social media platforms use this measure to decide which ads to display and how much to charge an advertiser for each click or impression.
In order to ensure that your ads are optimized to the maximum and that they are well rated by the platforms on which they will be published, here are the main characters to respect in order to get a high quality score:
- Create relevant URLs and meta descriptions
- Add a good call to action
- Add dynamic text insertion
- Prioritize fast page loading time
- Create the responsive mobile version
As you will have noticed, when properly executed, landing pages can have a significant positive impact on the quality score of Google Ads. In short, this means lower cost per click and higher conversion rates. After reading this article, all you have to do is improve your landing pages in order to boost your advertising campaigns to the next level!