Unsurprisingly, Google has plenty to say about landing pages for paid advertising and it’s worth reading this Google Ads resource for more information: Landing page optimisations & best practices.
Google confirms that landing pages “have a huge impact on your advertising effectiveness and budget”. Aside from the conversion issues we discussed in the previous section, Google also specifies that poor landing pages can directly harm the performance of your ads and campaigns – for example, by harming your Quality Scores, which can increase your CPCs and cause your ads to show less often.
“In addition, your landing page experience also affects ad rank position, Quality Score, and overall cost. So if your landing page is causing users to consistently leave without making a purchase, this may cause your ads to show less often, or not show up at all.” –
Landing page optimisations & best practices, Google Ads
Google also highlights the following list to data benefits of delivering quality landing page experiences in your PPC campaigns:
- Increase ROAS: Driving traffic to highly relevant landing pages is likely to maximise your conversions, and reduce your Cost Per Click (CPC).
- Decrease Bounce Rate: The more positive your landing page UX, the less likely they are to click away – or bounce, immediately after clicking through.
- Improve Ad Positions: Google analyses on-page metrics to determine when users find your landing pages relevant and engaging – so delivering better experiences can help your ads show in more effective positions.
- Improved Quality Score: Landing page relevance is a key component of Quality Scores, which can reduce the cost of your PPC campaigns, help your ads show more often and show in more effective positions.
- Increased Links & Authority: Google says that “ when you feature relevant and interesting content on your landing page, your site visitors are more likely to share your page with others” – which builds greater brand exposure for you at no extra cost.
For more information on this, refer to the Landing page optimisations & best practices resource on the Google Ads website.
Summary: How important is landing page experience in PPC?
Here’s a quick summary these modal pop-ups are usually hard to ignore of the reasons landing page experience is so important in PPC:
- Conversions: Landing page experience is one of the most important factors in converting PPC traffic.
- Campaign performance: Delivering quality landing page experiences directly (and indirectly) improves the performance of your ad campaigns.
- Affordability: Quality landing page experiences reduce the costs of your PPC strategy, allowing you to show ads more often, in more effective positions for lower relative CPCs.
- Competitiveness: By improving your Quality Scores and driving down the cost of your PPC campaigns, you can beat competitors in auctions, even when they bid more than you.
- Profitability: Maximising conversions while getting your ads seen by more people and reducing the overall cost of your campaigns is the key to profitable PPC strategies.
You pay for every click on platforms like Google Ads, which is wasted money unless you can turn paid traffic into conversions and paying customers.
What’s a good landing page conversion rate?
According to data from Unbounce, the average ukraine business directory landing page conversion rate is 4.6% across all industries but many industries have much higher averages and the top performers achieve conversion rates above 18%.
So, unless you’re aiming for average business performance, you should be targeting conversion rates significantly higher than the median 4.5% across all industries.
