5 Deadly Mistakes to Avoid While Optimizing Landing Page
5 Deadly Mistakes to Avoid While Optimizing Landing Page
Did you know that 44% of B2B clicks are directed to a home page, instead of a dedicated landing page?
That’s a big problem because landing page relevance and performance is a key ingredient in your Quality Score (the single biggest factor in determining your results and costs through any SEO agency).
Sending paid traffic to un-optimized landing pages is like scarfing down a Big Mac on your way to the gym. You’re undermining your own efforts, forcing yourself to work twice as hard (or spend twice as much) just to see a minuscule return in e-commerce development.
But if you can fix these five common landing page mistakes, you can stop these problems dead in their tracks and start seeing the results you deserve.
What is a landing page?
The landing page, also known as the landing page, refers to the page on which a user arrives after having clicked on a link (commercial link, email link, banner link, etc.). This is a transversal issue of digital marketing because it concerns most digital marketing levers.
The landing page is a very important element of digital marketing campaigns because it conditions the transformation of a simple clicker into a more or less qualified prospect or customer.
The optimization of the landing page is sometimes forgotten or underestimated in the implementation of Internet marketing campaigns and this can sometimes heavily penalize the performance of a campaign. The choice and the optimization of the landing pages are for example essential components of campaigns of commercial links.
Landing page optimization
The optimization of the landing page is the process of optimizing the page on which a visitor has just clicked on an advertising element (Adwords, display, affiliation, etc.), an organic result or an E-mail.
The optimization of the landing page is a very important element to promote conversion. This optimization approach is especially important in the context of the campaigns of commercial links (Adwords) where it is a question of converting a traffic often acquired with a price of gold. In this context, it must ensure the conversion and promote the quality score.
When the landing page welcomes visitors from the search engines, it must also fulfill an SEO optimization mission.
Whatever the activity to develop, anyone trying to sell a product or service online should consider creating optimized landing pages as a tool for the conversion strategy of visitors and prospects.
Inbound links are an important part of setting up a good SEO strategy. But be careful, this does not mean that all your incoming links must necessarily have a particular landing page, but for some of them, you should definitely consider creating a custom page to generate optimized traffic.
In this article, we will present you 5 mistakes to avoid when optimizing your landing page.
1. Establish a long and unique list of non-strategic keywords.
Google Adwords allows you to direct excessively qualified traffic to your site.
By limiting the number of keywords to essential searches, you limit the number of unskilled users captured by your advertising campaign. Your campaign budget is running out of time and you’re saving money.
Focus on priority queries.
To build a list of targeted keywords, several tools are available. First of all, I advise you to open a notebook and enter the keywords, which you think best represent your product or service.
Then complete your list using the following tools:
• The Google Adwords keyword suggestion tool available in the tool panel of your Adwords account.
Also consider creating multiple ad groups, each with their own keyword list an ad, rather than creating a single keyword list an ad for your entire campaign. Your campaign will be much more targeted.
2. Create only one ad group!
To optimize your ads, you need to group them together.
By sorting ads by a group, it becomes easier to stop and resume positioning but also to track down and analyze the results more easily.
So do not limit yourself and create as many ad groups as you can. Ideally, I advise you to create 1 ad group by keyword.
You understand me well, if you have 2000 keywords in your list, you will have to create 2000 ad groups.
I think you understand the principle, if you want to optimize your Google Adwords campaigns, you will have to do a lot of work creating ad groups. To conclude the creation of ad groups, let’s summarize:
- 1 ad group by keyword
- Use targeting options
- Vary the titles and text of your ads
- Place your keywords in display URLs
- Vary and optimize your destination URLs
3. Mix the languages of ads and keywords
The title and the two lines of your ad descriptions should contain the terms on which your ad will appear. This will reduce the CPC and increase the CTR (ratio between the number of display and the number of clicks).
Avoid confusing potential customers by mixing the languages of your ads and keywords. For example, if a user searches for a “communication agency” and finds an ad in English, the person may end up choosing an ad in French because they will almost certainly come across a website in French.
As a result, we recommend creating separate AdWords campaigns for different target languages.
A campaign in English must include only keywords and ads in English, and the same goes for a campaign in French obviously. It will also increase your quality level and lower the cost per click.
4.Put all keywords in a broad match!
Do you want qualified traffic? The goal of an Adwords campaign is not to attract as many visitors as possible, but to generate as many sales as possible and maximize ROI (return on investment).
Take advantage of targeting options and focus on multiple-word queries that clearly identify your business and products.
The main targeting options that you can apply to keywords are:
- Broad match keyword
- Exact expression
- Exact keyword
- Negative keyword
Send all users to the same landing page!
The longer the process to access your purchase order, the more you lose potential buyers. You then have every interest to direct the user after a click directly to an internal page of your site.
I even advise you to create specific landing pages for each ad group.
In addition, we now know that Google adapts CPC based on the destination URL through its robot.