Published: 27/03/2024
Read time: 6 Minutes
Excerpt from a great article by DenGro’s partner Hive.
Google Ads, combined with organic search, forms the foundations of any digital marketing strategy. This is because search users are typically more motivated than those on other channels, such as social media.
However, getting people to click on your ad is only part of the journey. Once they arrive on your website, you need to make sure they have a good experience and take the desired action, whether that’s calling you, using a chatbot, or filling out a contact form.
We often find that clicks to a website from a paid digital campaign such as Google Ads can leave users lost, frustrated or confused. Let loose in the Wild West of your main site, they’re often distracted by the many other things they can do, like reading about your team, looking at fees, or exploring other topics. They may even become so frustrated at not finding what your ad promised that they seek the answers on someone else’s website.
This all has the unfortunate effect of lowering your performance. The lost opportunity makes your budget less effective, but it can also affect your Google metrics, impacting how your pay-per-click ads perform and how much you pay for each click.
The solution
All of these problems can be addressed by creating campaign landing pages. This means that rather than being directed to your main homepage or a treatment page, users who click an ad will be taken to a purpose-built page that’s relevant to their original search…
