If you've spent much time in marketing and advertising, it's likely that you've seen and heard the word "optimization" used once, twice, or hundreds of times. It may seem like another meaningless buzzword, but in fact, the concept of optimization is very important to running successful ad campaigns.
With so much focus on cost-per-click (CPC) when running a campaign, even the smallest inefficiency can blow up the cost of your campaigns to a level that is no longer sustainable. Without optimizing every aspect of your campaign, you may find that your ads fall flat when driving conversions.
Why You Should Optimize Your Landing Pages
When you run a pay-per-click (PPC) ad campaign, a landing page is the first thing an interested consumer sees when they click on your ad. Landing page optimization involves several concepts, including:
Relevance: For example, if you have an ad for running shoes, your landing page should provide specific information and offers for running shoes.
User Experience: Landing pages should have quick loading times, and it should be simple to navigate to the actual process of conversion.
When you successfully optimize your landing pages, two things will happen:
You'll See an Increase in Quality Score
Google's Quality Score metric is based on a combination of many factors that basically assess an ad's usefulness to consumers. It uses landing pages, keywords, and the ad itself to generate a score based on click-through-rate (CTR) and many other (mostly unknown) factors. Optimized landing pages contribute greatly to a higher quality score.
Higher quality scores lead to lower CPCs. Instead of penalizing advertisers for bad ads, Google discounts ad placement for advertisers with better ads. This means that optimized landing pages boost the efficiency of your marketing budget.
You'll See an Increase in Qualified Leads
Leads are any consumers, whether in the B2B or B2C sectors, who express the slightest interest in your product or service. Qualified leads are leads who have passed a few cursory qualifications to place them in a category of being a more likely consumer of your product or service. Optimized landing pages ensure that the consumers that click through your ads, landing pages, and offers are actual likely buyers, increasing the efficiency of your PPC campaigns.
Think of it this way: If someone interested in running shoes clicks on your ad about running shoes and is taken to a landing page about, say, hiking boots, the ad is a waste of your PPC budget.
How RallyMind Can Help With Optimization
Whether you're trying to optimize landing pages for dozens, hundreds, or thousands of campaigns, it can be difficult to keep track of every single one. That means it's pretty likely that your marketing budget is being wasted through inefficiencies in your landing page optimization. This is especially true if you're a large brands that wants to capitalize on local campaigns. If you have a different campaign for each small region or for each of your products, you need a large number of landing pages to stay relevant.
That's where we come in. RallyMind can help you automate your landing page optimization, so that, using a template, you can input campaign-specific information and reproduce relevant landing pages for different campaigns dozens, hundreds, and thousands of times.