In this video tutorial, you will learn the Google AdWords landing page best practices. How to optimise your landing page for higher conversions.

 

 

Video Transcript

Hello.

No matter how well you have set up your Google AdWords campaigns, if you haven’t paid much attention to your landing pages, then you are going to struggle to get more conversions. So in this video I’m going to show you my top six tips on how to optimise your landing pages for higher conversions. Hello, I’m Uzair and thanks for joining in. In this video I’m going to talk about why landing pages play a huge part in the success of any AdWords campaigns. Now I’ve seen many campaigns where the person running it, is just running it to their website’s home page.

I would highly recommend not to do that because the home page is one of the worst places where you can drive traffic from an ad. Because the home page has got lots of things on it, you may offer various services. There isn’t strong enough call to action and you need to be very very specific as to where you want your visitor who clicked on your ads to go to. So if they are looking for a banana, then you should send them to a page where they can buy bananas or a green apple ad should go to an landing page which sells green apples and not red apples because although it is an apple, I don’t want the red apple, I’m looking for a green apple. So why make me look around search around on your website when you can quite easily send me to the relevant landing page and I can get my stuff or buy it from your website without having to look for it.

So these little things make a huge difference for the success of your campaigns and increases the conversion rates. So for e-commerce websites I would highly recommend that you send them to either a category page or straight away to your product landing page. But it’s a little bit different for lead generations because lead generation campaigns has got different call to action. You know sometimes you want them to sign up to your newsletter, or for blog updates, or to download your e-book or a video call, so it could be any call to action. So you got to be very specific as to where you are sending them. If you have written on your ad download my e-book, then you should have that call to action on your landing page, download the e-book. So let’s go and open up my note pad and I am going to give you my top 6 tips on how to optimise your landing page.

Now these are not in any particular order, so you start off with your offer, clearly state your offer. You don’t want your visitor to get confused about what the offer is. If you have got download my ebook, then offer that straight up clearly in the heading, what benefits and features your solution has. So, benefits and features is the next one.

Why should I download your e-book? Why should I sign up for your newsletter? Why should I sign up for your video course? Or whatever that call to action may be. What benefit do I get and what solution it offers?. So you don’t need to have a very very long and lengthy sales page, you can state them up as small, short and sharp bullet points,

where it is very very easy to read and somebody can get your message very clearly and easily within a matter of seconds.

Keep the layout of your landing page very simple. Don’t make it too confusing, in fact a lot of the landing pages which are high converting, don’t even have a navigation bar at the top. So it usually doesn’t have no navigation bar and they are usually hosted on a sub-domain. So what I mean by that is if your website is on www.yourwebsite.com,

then your landing page could be something like, offer.yourwebsite.com. So what I’m saying is keeping your landing page away from your website because the website has got lots of different calls to action. So I’m going to come onto that call to action on the next one and cover that.

In fact I’ll write it as Strong Call to Action.

Websites usually don’t have strong calls to action. They are usually set up by web designers who don’t know much about landing page optimisations and with all due respect and I’m not trying to say that all Web designers are bad, there are some very good ones as well. But like in any industry there good ones and there bad ones. So having a strong call to action is extremely important, what do you want them to do. Do you want them to Call you, Download something,

Watch a video. It could be a variety of action. PDF which you have to offer. So what is that call to action, Buy.

So these are the call to actions which you can set up on your landing pages, so be very specific. And I would highly recommend that you only have one call to action. Don’t have multiple call to actions on the landing page because again it confuses that visitor and it defocuses them. They then get confused as to should I be taking that call to action or this one. So keep it just a single call to action as to what you want them to do, so that you can calculate your conversion rate.

Forms. Now there are some people who want your life history before you can download an e-book or sign up to something. They want your name,

first name, last name, email address and it just makes it too long. My advice would be to keep it very short.

In fact on some of my landing pages I just have one field which just says enter your email to download my e-book, or enter your email to sign up to something. I don’t even have first name or last name even quite often. Again it all depends on what the offer is, in some industries like insurance, insurance companies they need a lot more details but then you can split the form as part 1 in part 2, so get the name and email and get them started to signing up. And the other thing which you really need to consider, is a lot of these visitors are using their smartphones. So it’s quite difficult and tricky to type on a phone. So people who struggle with big fingers to type on the phone won’t fill in the form, if they struggle to do that. So keep it very simple, and you will find that you are getting higher conversions.

Now don’t take my word for that, you know split test it. Have one page with a short form, one page with a long form and see what happens. And whichever is converting more then you’re drawing more traffic to it. So you can take advice from videos like this one for myself and from other people, but don’t take this as gospel. Use this as a starting point and then keep on optimising it, testing it, trying things different things, and everything works differently for everyone. If something works for me, it may not work for you. So you know don’t say “Well Uzair told me to do this and I tried this and I got zero results”. Well if you haven’t tested it then it is your fault for not trying different things, so I would say test these but from what I have found and experienced is I tend to keep my forms very short.

The last one is Video.

Again you will find a lot of people don’t have videos on the landing pages and you would have read, seen and watched everywhere on the Internet.

A video increases your conversion rates. So, why aren’t you using it yourself. Everybody hates getting themselves in front of the video. I don’t like myself being in front of the camera and looking at myself hearing my own voice, but it is part of my job. If I’m going to teach everyone all you must use videos, you must do this, and you must do that. And if I don’t do that myself I’m going to be a hypocrite aren’t I. So you got to have videos on a landing page or on your websites or pretty much everywhere. YouTube, social media channels, video helps increase conversions, as simple as that. You are watching this video, you are engaging with me, interacting with me. You may like this video, comment on it shared it, and it helps me spread my brand, my message, and more people sign up to my newsletters,

visit my website, increase my email subscriber list and buy more stuff from me. So this is why I’m doing videos like this one so it is the proof is in the pudding and you can see that I do this regularly. I’ve started to do this regularly because it really does work so try it. Don’t have excuses like well I haven’t got a video camera, proper lighting, audio equipment. Just get it. Just start. It takes less than 5 minutes to get started with starting a video on a smartphone. Don’t make excuses perfect as you go along, your first few videos are going to be bad, but as you keep on creating more and more you are going to find that you are improving and that’s what I do. When I watch my videos which I created long time ago, I cringe I say oh my god, what did I do.

Why didn’t I do this properly, but I wanted to get started. I just got started, so, don’t get stressed about that. The quality has to be good, but the content matter has to be even better. If you’ve got great content and you go to an inferior quality video, people will still watch it. The two things which I would recommend is you know pay a little bit of attention with the microphone. So, I’ve got a mic like this one it’s a high-quality mic but it’s not an expensive one, it cost less than a hundred dollars. And some decent lighting kit, which again will cost you less than 50 dollars. Smartphones, every smartphone has got HD video on it, 4K video on it. So, there’s no excuse not to get started with video so I’m sorry I don’t take this as an excuse anymore that

I don’t have any equipment, you’ve got all the equipment use a window light if you want to, but just get started. So the video is very very important and again split test it. Make one page with a video, one without the video, and I bet the one with the video is going to convert more. So that is for this video. I hope you enjoyed it, if you do like videos like this one. Then please comment in the box below and I will do my best to create a video for you for any questions or problems you may have.

Thank you for your time and for joining in this video. I really do appreciate it and I look forward to seeing you in the next one. Bye for now.

 

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About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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