How To Appraise & Optimize Any Landing Page By Campaign Performance

What does evaluating gems have in common with knowing how to improve a landing page?

There is a scene in the movie Uncut gemstones An uncut opal owned by Adam Sandler’s character is being auctioned off for a fraction of its appraisal.

He sets off a series of events that end badly for him.

While you won’t have to deal with loan sharks and temperamental NBA stars, reading the value of your landing page could cost you a decent buck.

Fortunately, two simple campaign metrics can help you rank any landing page into one of four segments that represent both performance and potential.

The two gauges to watch

Every paid search professional is familiar Click-through rate (CTR) And the conversion rate – Pay-per-click (PPC) data fundamentals that tell you how much people are engaging with your ad and landing page.

You will also need to set limits for each scale: high and low.

In this article, you’ll learn how paid search professionals can help me analyze landing pages at my current job.

These four categories take minutes to put together and make it easy to identify the right steps to maintain or improve performance.

You will quickly be able to determine:

  • how A specific ad and its landing page they perform.
  • what degree of improvement Important.
  • Whether these repairs need to be made to your ad or landing page.

Crown jewels: High CTR, high conversion rate

Crown Jewels is the pinnacle of success for any campaign, as people flock from everywhere to get a glimpse.

This category includes your best performing, combining ads that get clicks with landing pages that lead to sales (or other conversions).

These “winners” are usually created on the back of rigorous testing and optimization, so most of your hard work is done.

But just because you’ve found the best equipment doesn’t mean you can’t maintain or improve that performance even further.

How to improve this landing page

  • Explore bid adjustments to get or keep a top spot. Keep adding irrelevant queries as negative keywords to avoid expensive traffic.
  • Use clear language to communicate availabilityand shipping and delivery times and other key details that influence purchasing decisions.
  • Optimize the vitals of your page, especially load time. the The first five seconds are the most important, where a loading time of less than four seconds is where it’s at.

Hidden gems: low CTR, high conversion rate

Hidden gems aren’t always easy to find, but it’s very rewarding when you do.

So, when you discover an ad that has a low CTR but its landing page converts well, it is an indication that your ad is not as compelling as it could be.

So if you are driving more traffic, your conversion rate should translate to more sales.

These combinations are usually resolved by optimizing your poorly performing ad.

And because your landing page is clearly not the problem, this may be the best place to start looking for clues.

How to improve this landing page

  • Look at the list of ad group keywords where your low CTR ad is located. Ads targeting too many keywords will have a hard time getting impressions, and irrelevant ads will put your ad in front of the wrong audience.
  • The longer your ad with a low CTR is displayed, the more Google will know that it is irrelevant and show it less. Start testing new ad variations with language from your high-performing landing page.
  • When ad extensions are not enabled, Google search reports a higher average CTR From 10-15% change that. There are plenty of options – from site links to callouts – so research and choose the ones most relevant to your offer.

Shiny Objects: High CTR, low conversion rate

Shiny things attract a lot of attention but are not known to back that up with substance. What you thought was a rare silver coin may turn out to be a worthless bottle cap.

And if the previous category was the stronghold of great landing pages, then this one belongs to the poor ones.

An ad with a high CTR but low conversion rate is the epitome of “over-promise and under-delivery” in digital marketing.

Fortunately, the pool of tips for these types of landing pages is overflowing.

The scope of landing page testing is massive, with plenty of ways to boost conversions.

How to improve this landing page

  • Addressing buyer concerns on your landing page has been shown to increase conversion rate by 80%. Overcoming objections can be the difference between indecision and selling.
  • Matching intent is key, so make sure your landing page copy includes the keywords your ad is targeting.. You don’t want an ad for basketball jerseys leading to a landing page for jerseys.
  • Include at least one form of social evidence or testimonials36% One of the best performing landing pages. Your customers’ words add additional confidence and credibility to your brand.

Coal nugget: Low CTR, low conversion rate

Hardly anyone wants to pick up a piece of coal; It’s boring and not exciting. Those who do tend to regret their decision and quickly wash their hands of it.

When your landing page is getting hardly any traffic and fails to convert any significant part of the few people who visit, it is a sign that your campaign may not be working from head to toe.

Unfortunately, if the people you’re selling to think that both your ad and your landing page are irrelevant, there’s not much you can do to change that particular combination.

How to improve this landing page

Since so much of search engine marketing is based on user behavior and mentions, this set of advertising pages has already gained a bad reputation with search engines and social media platforms.

It is always easier to start from scratch in a low CTR and low conversion scenario.

When building again, be sure to use best practices for optimizing your CTR and conversion rate from the start to avoid repeating the mistakes that led to the initial disappointment.

Noticeable: You may want to make an exception when your CTR and conversion rate are simultaneously below previously acceptable levels. In this scenario, an investigation is warranted before clearing the history.

The future is all about intention

Google analyzes a staggering number of user signals with every search, resulting in one of the largest aggregate data sets in human history.

This allows Google to determine why you’re searching for something, rather than what you want.

By setting the pace for online searches, Google makes intent an important part of the process.

Ads and landing pages no longer win when you pack in keywords, but when they more closely match a user’s intent.

Strong visuals and a good user experience create signals that tell Google users that they want to visit (and stay) on your page.

Once you get comfortable with the basics, be ready to explore more unconventional CRO tactics like augmented reality and personalized video.

There’s a whole new world of searching coming your way.

More resources:

  • Landing page SEO best practices and tips for success
  • 5 examples of great mobile landing pages
  • The Complete Guide to On Page SEO

Featured image: Paolo Vilela/Shutterstock

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