Inappropriate matching of the landing page to the ad
Posted: Wed Dec 11, 2024 9:16 am
A landing page is a landing page, a place to which we direct the user via advertising. This is a very important element of the success of a campaign. Why? With advertising, we make a kind of promise to the user, the development of which should be found on the landing page. What happens when the page to which the ad redirects users is not properly tailored to the offer? The recipient, not finding the desired information within a dozen or so seconds, loses interest and leaves the site. What's more, this type of advertising can negatively affect the perception of your company.
TIP: Think about what type of information will be most attractive to the potential recipient of your ad, what it suggests and what type of information the recipient should find after going to the website. Select landing pages in such a way that the user receives the content they are looking for and expect. Check what content the competition directs to using specific phrases, see what elements the landing page contains, what can attract the user's attention. Of course, there is no twitter database guarantee that the competition is doing everything right, and you should not duplicate their patterns or copy their methodology. However, it is worth doing market research and being aware of who you are competing with, after all, it is very rare for a user to end their search in Google on the first page they visit.
Also monitor the bounce rate using Google Analytics and although this parameter can be influenced by many elements, it will show you a picture of the behavior of users visiting your website.
6. No keyword exclusions in campaigns.
When running campaigns via the Google Ads platform, it is worth regularly analyzing the words that your campaigns are displayed for and, based on this, creating lists of negative phrases, which will increase the efficiency and precision of displaying ads.
When the ads are already running, it is worth regularly verifying the keywords they are displayed for. Depending on the type of keyword matches used in the campaign, your ads may be displayed for phrases with varying degrees of connection with key phrases.
Negative phrases are nothing more than words that we do not want to display our ads for, even though Google may associate them with our offer, but they can still mislead the customer and present them with results that are not in line with their expectations.
To illustrate the situation, let's use an example: when offering paid ambulance transport services, we want our ad to be displayed for the phrase "private ambulance transport". However, we exclude words that may suggest a completely different user intention, such as: "for free", "nfz", "hospital".
TIP:
Create a list that will include words that change the context of the phrase, and therefore the user's intent. By adding a list of negative phrases, you can specify your campaign and better use your advertising funds. If you provide services locally or in a limited area, it will also be important to exclude phrases with a location added outside the service area.
7. Not testing ad variants.
Closing yourself off from testing usually results in fewer conversions or a higher cost of achieving them. Testing different ad variants is a very important element influencing the success of a campaign. Because not always, something that seems good to us will be in the same way by algorithms and recipients.
When creating advertising texts, do not forget about your target group. Ask yourself: Why should someone buy this from me? What do they need it for? What emotions can buying the product/service I offer be associated with? What situation created this need? Why is it so important?
Sometimes we forget that our ads are supposed to reach the recipient, not us. Whether we like them or not should fade into the background.
TIP: Prepare 5 to 15 versions of headlines and 4 ad texts. Try to make them different from each other. Test them and draw conclusions. Remove ineffective texts and add new versions in their place.
Google will test content in different configurations of headlines with ad texts and select the best converting ones.
Use a similar approach for other elements of the campaign. Even if you don't necessarily like the graphic design of the ad, but its key elements are consistent with the page, and the advertising message is clear and consistent with the offer, test it.
TIP: Think about what type of information will be most attractive to the potential recipient of your ad, what it suggests and what type of information the recipient should find after going to the website. Select landing pages in such a way that the user receives the content they are looking for and expect. Check what content the competition directs to using specific phrases, see what elements the landing page contains, what can attract the user's attention. Of course, there is no twitter database guarantee that the competition is doing everything right, and you should not duplicate their patterns or copy their methodology. However, it is worth doing market research and being aware of who you are competing with, after all, it is very rare for a user to end their search in Google on the first page they visit.
Also monitor the bounce rate using Google Analytics and although this parameter can be influenced by many elements, it will show you a picture of the behavior of users visiting your website.
6. No keyword exclusions in campaigns.
When running campaigns via the Google Ads platform, it is worth regularly analyzing the words that your campaigns are displayed for and, based on this, creating lists of negative phrases, which will increase the efficiency and precision of displaying ads.
When the ads are already running, it is worth regularly verifying the keywords they are displayed for. Depending on the type of keyword matches used in the campaign, your ads may be displayed for phrases with varying degrees of connection with key phrases.
Negative phrases are nothing more than words that we do not want to display our ads for, even though Google may associate them with our offer, but they can still mislead the customer and present them with results that are not in line with their expectations.
To illustrate the situation, let's use an example: when offering paid ambulance transport services, we want our ad to be displayed for the phrase "private ambulance transport". However, we exclude words that may suggest a completely different user intention, such as: "for free", "nfz", "hospital".
TIP:
Create a list that will include words that change the context of the phrase, and therefore the user's intent. By adding a list of negative phrases, you can specify your campaign and better use your advertising funds. If you provide services locally or in a limited area, it will also be important to exclude phrases with a location added outside the service area.
7. Not testing ad variants.
Closing yourself off from testing usually results in fewer conversions or a higher cost of achieving them. Testing different ad variants is a very important element influencing the success of a campaign. Because not always, something that seems good to us will be in the same way by algorithms and recipients.
When creating advertising texts, do not forget about your target group. Ask yourself: Why should someone buy this from me? What do they need it for? What emotions can buying the product/service I offer be associated with? What situation created this need? Why is it so important?
Sometimes we forget that our ads are supposed to reach the recipient, not us. Whether we like them or not should fade into the background.
TIP: Prepare 5 to 15 versions of headlines and 4 ad texts. Try to make them different from each other. Test them and draw conclusions. Remove ineffective texts and add new versions in their place.
Google will test content in different configurations of headlines with ad texts and select the best converting ones.
Use a similar approach for other elements of the campaign. Even if you don't necessarily like the graphic design of the ad, but its key elements are consistent with the page, and the advertising message is clear and consistent with the offer, test it.