Objective:
To effectively A-B test different landing pages in Google Ads to improve conversion rates for underperforming ads.
Key Steps:
- Access Google Ads Dashboard:
- Log in to your Google Ads account.
- Scroll down and click on “Ads” to view all current ads.
- Review Conversion Rates:
- Set the date range to approximately 8 weeks for accurate data.
- Click “Apply” to view conversion rates.
- Identify ads with lower conversion rates than the average.
- Edit Landing Page URL:
- Select the underperforming ad and click “Edit.”
- Change the final URL to a different landing page.
- Scroll down and click “Save.”
- Test Different Landing Pages:
- Consider sending traffic to the homepage for a general test.
- Test location-specific landing pages for specific products or services.
- Monitor the performance of each landing page for improvements.
- Keyword Analysis:
- Check search keywords for below-average landing page experiences.
- Add the “Landing Page Experience” column if not already visible.
- Identify top keywords with high impressions and clicks for testing.
- Update Landing URLs for Top Keywords:
- Click “Edit” for selected keywords with below-average landing page experiences.
- Replace the URL with a new landing page.
- Click “Save” to apply changes.
- Monitor and Compare Performance:
- Run the updated ads for 2-4 weeks.
- Monitor performance metrics for each landing page.
- Compare and contrast the results to determine the most effective landing page.
Cautionary Notes:
- Ensure that changes to landing pages do not violate any advertising policies.
- Monitor the performance closely to avoid any negative impact on overall campaign performance.
Tips for Efficiency:
- Regularly review and update landing pages to optimize conversion rates.
- Test different types of landing pages to find the most effective approach.
- Use data-driven insights to make informed decisions about landing page changes.
Posted in Google Ads, How-To's