Short answer? As important as it can get.
In fact, more than 47% of conversions which would normally happen are going to result in nothing at all if your landing page looks unappealing. And by unappealing I don’t just mean bad design, but also bad copywriting. To help you get started, I’ll lay out some of the most important things which you have to keep in mind when it comes to creating a successful Google Ads Landing Page.
- Content Is King, But Not Always
Make sure your landing page is an actual landing page, not your biography. Chances are, if your potential customer is looking for help on Google and clicked on your ad, he wants help QUICK. Get to the point as soon as you can, but persuade them into acknowledging what makes you stand out from the rest of the crowd. Keeping it short but packed with information in laymen terms is the most appropriate way for any industry, as someone who would look for your service wouldn’t look for it in the first place if he’d know how to do your job.
- Don’t Be Outdated
I’m not telling you to hire a Django or VueJS developer just for a landing page, but it shouldn’t look like it’s straight from the 90s either. More often than not, Instapage and WordPress are a good choice to see results fast without much investment (we’re talking about 12$ here). To show you what I mean, compare this…
to this
- Good Ol’ Keywords
Have you made sure to look out for them? Chances are, your landing page won’t do as good as it could if you haven’t included the proper keywords. Let’s get us an example here. Say you’re running an E-Commerce Store for shoes…
Will you take advantage of your keywords (where to buy shoes online, only shoes, custom shoes shop) or go straight to not caring about keywords at all? Yup, thought so. And so will Google’s AdWords. By carefully choosing to implement related keywords, you’ll look much better in the eyes of Google’s Ad Algorithm and have a huge advantage over your competition.
Conclusion
Landing Pages are and will always be one of the most important building parts of your Google AdWords campaign. If you don’t have one, it’s time to get one!