Visable 360
The B2B magazine for digital sales
Visable 360
The B2B magazine for digital sales

Google Ads landing pages for B2B: 6 tips for a better conversion rate

If someone clicks on ads as part of your Google Ads campaign, they are linked to a landing page. The aim is to optimise your number of conversions. Find out here how this works and what you need to especially keep in mind for B2B.

Colleagues discussing a google ads landing page

 

Google Ads landing pages for B2B: 6 tips for a better conversion rate

If someone clicks on ads as part of your Google Ads campaign, they are linked to a landing page. The aim is to optimise your number of conversions. Find out here how this works and what you need to especially keep in mind for B2B.

Landing pages generate your leads – optimisation is a must

The design of the perfect advertisement is just the first step of a Google Ads campaign. Potential customers show they are interested and click on the link – but that does not mean they become a lead or even buy something. The work of persuasion, that a product or service really fulfils its promise communicated in an ad, has to be performed by the landing page. And this is not easy – after all, a bounce rate of 70 to 90 per cent for landing pages is considered normal.

The performance of landing pages for Google Ads campaigns can be monitored in your Google Ads account. It enables you to maintain an overview of which landing pages lead to the most conversions and which should be optimised.

Google Ads landing pages: 6 tips for optimisation

1. Create a special SEA landing page

It makes sense to create an own landing page for SEA campaigns such as Google Ads, as, at a single click on such an ad, the intention to buy is often clearer than with an organic search. Therefore, keep your SEA landing page clean:

  • Avoid the use of navigational elements
  • Limit the page to the essentials
  • Place a call-to-action button at the centre of the communication

2. Use identical keywords

The keywords of the Google Ads campaign should be placed prominently on the landing page. This enables the customer to quickly see that they have been linked correctly. At the same time, the repeating of the keywords results in the so-called quality factor for Google Ads, which has a positive influence on the ad’s ranking.

3. Keep your promises

Integrate your promise, as communicated in the ad, into the landing page so that the customer doesn’t feel misled. If you advertise in your Google Ads campaign with something like “comprehensive after-sales service”, this topic should also be at the heart of the website where the user is linked to.
 

A bounce rate of 70 to 90 per cent for landing pages is considered normal.

4. Optimise the images

The web design is also important to the success of a landing page. Blocks of text or standard photos appear anything but inviting. Better are:

  • Clear sublines
  • Text that is bold and highlighted in a way that makes sense
  • Images or graphics that match the content
  • Enough white space so that the user does not feel overwhelmed

5. Ensure fast loading times

Check the loading times of the landing page on all end devices. Nothing makes potential customers bounce faster than long waiting times. If the loading takes more than three seconds, 40 per cent of the visitors leave the site before they ever get to see your offer.

6. Integrate trust-building measures

Place a seal of quality on your Google Ads landing page or integrate a positive customer testimonial. Be transparent at the same time when it comes to your company. If someone would like to know more about your enterprise, an “About us” section gives them the opportunity, or at least a legal notice with your company details.

The set-up: better converting with Google Ads in B2B

The above-mentioned tips are generally valid for the creation of landing pages. In the B2B sector, however, there are some additional factors that need to be considered on top.

Products and services are often very complex in the B2B segment, and therefore require more explanation. So, make it easier for the user to understand the concrete benefits of your product – for instance with:

  • Infographics
  • Explanatory videos

Tip: Add subtitles to the videos so that the user does not have to put on headphones.

When it comes to B2B, the goal of the landing page is not necessarily the immediate purchase of a product or service. Frequently, you are in a good position if the interest of the potential customers is piqued. You can ensure this, for instance, with free content offering added value, such as:

  • E-books
  • White papers
  • Webinars
  • Helpful tools

Especially in B2B, you should implement a contact form on the landing page, as often additional information is needed before a deal is closed. Don’t ask for too much information, which could make a dubious impression. It’s enough to know the:

  • Name
  • Email address
  • Company name
  • Company position of the potential customers

You don’t need any more than this to be able to get a first estimate of the quality of the connection.

 

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