Google Ads: 4 Guidelines to Improve Your Landing Pages

May 13, 2020 David Ray

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Google Ads can be a useful and effective marketing tool for your agency. The features and functionalities of a well-strategized Google Ad campaign can help your agency draw in new leads by actively targeting people who would be interested in your products.

But, even the best ads don’t convert new leads if your landing page isn’t put together correctly.

It doesn’t matter how good your copy is or how high your insurance agency website ranks. If your landing page doesn’t convert, there’s no point in running an ad.

 

Before You Build a Landing Page

Ideally, your pay-per-click (PPC) campaign is ready to go before creating a landing page. When you’re creating a landing page for a completed campaign, you’ll have a clearer understanding of how you need to construct your landing page. Why? Your Google Ad campaign will serve as your roadmap. The landing page is the last stop on that road.

With the foundation of the campaign completed, you’ll already know what products you want to feature, how many landing pages you’ll need, and what your call to action (CTA) should be.

Plan out your campaign first. Check out my Master of Marketing webinar, The Basics of Pay Per Click Marketing. It will help you get started with your PPC campaign. For help creating a PPC campaign action plan, read my blog post A Plan for Your Insurance Agency’s Pay Per Click Advertising.

If you’ve already created your PPC campaign, you’re ready to get started building your landing page. Here are four guidelines that will improve the effectiveness of your Google Ads at creating new leads using well-constructed landing pages.

 

1: Do Your Research About Landing Pages

A well-informed strategy is a good strategy. So, research is the must-do first step before getting started with your landing page.

Start with researching your competitors. It may seem odd to snoop around on the competition, but there’s value in knowing the marketing strategies of other agencies. You’ll find out where you’ll either need to improve or where you have an advantage.

Make a list of competitors. Find some that are doing well in PPC. On the flip side, find a few that aren’t doing so hot.

This strategy will help you learn what works and what doesn’t. Make a list of the commonalities and differences in your competitors’ landing pages. That data will help you find out:

  • How you can build a landing page that is more effective than your competitors
  • How you can target a different or more specific audience
  • How you can present your agency’s offer as the best offer

There’s still more to find out before creating your landing page.

Make an informed decision on who you want to target with your ad. What are the demographics you want to target? What keywords are getting search volume that may not have as much bidding competition? Do your research to see what your target audience is searching for and take it from there.

Your landing page should reflect the intentions of your ad.  Figure out what your offer is and how it’s different or better than your competitors.

 

2: Keep Your Ad in Mind

First things first. It’s essential to have a goal in mind for your ad campaign. Always create an action plan for achievable goals. Don’t make your targets too lofty. Objective driven, deliberate goals will translate into an actionable and compelling CTA.

If your ad is promoting a singular product (and it should), the purpose of your landing page should be to sell that one product. In other words, your landing page should have one job, not two, three, or four. You may want to get as much as you can for your money, but a diluted ad is a less effective ad.

We know you may have the itch to cross-sell. Don’t scratch it. Google ads are not the venue for cross-selling. Your goal is to show a consumer shopping for insurance that your agency is the best at providing the service they need.

The beauty of obtaining a new lead is you’ve added their information to your CRM or agency management system. Once they’re in your ecosystem, you can cross-sell them on other products. The moral of this story is to focus your landing page on the goal of an individual ad in your PPC campaign.

When planning your landing page, your focus should always be:

  • Your product
  • Your target audience
  • Your top keywords
  • Your call to action (CTA)

Are you collecting data, or are you selling rainbow-colored shoes? The content in your PPC ads should inform your approach to building a landing page.

 

3: Create a CTA That Increases Conversion

Knowledge is power. A landing page is more powerful if you’ve created it for the correct audience.

Think about it this way.

If ten people saw your ad, who would you want them to be? What product would they be looking for? Your CTA should entice them to become a client.

Attracting the right people to your landing page is the purpose of your ad. Converting those people to leads is the purpose of your landing page.

When thinking about a CTA, most people think of a button with a catchy phrase like, Learn More or Buy Now. An engaging CTA button is, in fact, an essential piece to the puzzle. It should be eye-catching and in striking colors (stick to your branding).

However, your CTA is more than that. A landing page with a quality CTA is a combination of many factors. For example, your product offering, your messaging, and the value proposition of your agency.

If you want people to ask for a quote for auto insurance, then you want your landing page to reflect that. Use imagery that is pleasing to the eye and mirrors the messaging on your landing page. Share why they should choose you to help them find an excellent auto insurance policy.

Start by identifying what your CTA should be, then develop your copy to support the decision to click.

Good CTA-driven landing page copy should include the following:

  • Short, direct sentences. No wordy paragraphs.
  • Your top keywords. Stick to the keywords that will resonate with your audience.
  • Statistics that your audience will want to see.
  • Supporting imagery that mirrors your messaging.

Remember, your landing page is your last pitch. Make it count.

 

4: Learn What Makes You Unique

Your ads are competing with other insurance providers. Your landing page needs to show how your agency is unique. What do you offer that no one else does? Understanding how to market this can be your key to success.

Just like your website, a goal of your landing page is to establish trust with prospects. You need to put your expertise on display and give the impression of authority with your audience.

Let’s say your primary line is auto insurance, and you have a proven track record of getting your clients the best policy at a great value. If your landing page doesn’t provide evidence of your accomplishments, your prospects won’t know.

Make sure you include supporting evidence that adds authority to your claims. Reviews are a great way to accomplish this. Reviews provide the social proof consumers like to see online as to why they should trust you. If you’re successful in earning a consumer’s trust, you are more likely to get a lead.

The landing page for your Google Ad can set you apart from the competition.

First, do your research. Second, always keep your ad in mind when creating your landing page. Don’t lose focus on what is truly important. Like, for instance, your audience. A landing page should be designed for a specific audience to achieve the highest conversion rate. Lastly, make it a priority to show how your agency is unique. These tips together create a successful landing page and a more successful ad.

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