4 Tips to Optimize Landing Pages for Digital Ads

by Kara Koepfer, Digital Marketing Specialist

Landing pages are an essential component of an effective digital advertising strategy because they serve as a bridge between your different types of ads and the action you want a consumer to take. Following these best practices can maximize the results of your digital campaigns and help you achieve your business goals.

What is a Landing Page?

A landing page is designed to serve as the second step in the buying process. Its job is to convert people who have clicked on an ad into leads who have an interest in your brand, products or services.

It’s important to follow best practices when creating a display ad, which include designing a landing page with a single goal in mind. That goal might be to have your online visitors submit a form, make a purchase, subscribe to an email list or place a phone call. 

#1: Create a Value Proposition Header

Also known as the headline, the value proposition header is a short message that communicates the advantage of your product or service. It highlights what’s in it for consumers after they complete a desired action.

A value proposition header should resonate with your audience’s needs and entices them to explore further. Capture their attention by identifying your consumers’ problems and providing a solution in the form of a headline.

#2: Match Landing Page and Ad Content

Aligning the landing page content with the ad copy is vital to the success of your campaign for the following reasons:

  1. Consistency: It creates a seamless experience, making it easier for users to find what they need after clicking on your ad. It also increases the chance of them staying on your landing page and completing an action.
  2. Relevance: Providing relevant data on your landing pages encourages users to stay on the page or explore your site, consume more information and then take a desired act.
  3. Ad quality score: Landing page relevance contributes to your ad quality score, especially if you’re advertising on Google Ads. That score reflects the quality of the content and user experience associated with your ads. The higher your score, the more likely your ads are to rank above your competition in the bidding process.

#3: Emphasize Benefits Over Features

People are self-interested. They’re primarily concerned with how you can help them address their needs. So, focus on the advantages and benefits of your product or service to get to the heart of their interests.

Here are a few questions to consider when highlighting benefits on a landing page:

  • Why should visitors use our product or service?
  • How does our product or service help our target audience?
  • What problems do our product or service solve?
  • Are there relevant testimonials we can include?
  • Are there great stats or success stories associated with our product or service?
  • Can we add videos or images that show the product or service in action?

#4: Remove Distractions

The goal of a landing page is to keep users focused on completing a specific task. Eliminating distractions from your landing page will guide your audience to take the desired action.

That includes editing excess information and removing additional links from the page. Consider deleting the navigation menu and limiting your use of animation and sound. Keeping users on your landing page allows you to better track your return on investment because you’re able to identify conversions generated from that digital campaign.

Landing Pages Creation at TouchStone Digital

A strong landing page is a necessity for a successful digital ad strategy. It provides relevant information to your audience, establishes brand credibility and supports lead generation.

The digital marketing experts and web developers at TouchStone Digital create landing pages that will resonate with your target audience so you can achieve your marketing and business goals.

Ready to get started? Give us a call at 419-299-9000 or send an email to schedule a meeting.

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