Reviewing Landing Pages Data in Google Ads

Objective:

To monitor the cost per conversion and conversion rate for each landing page in Google Ads campaigns, identify poorly performing landing pages, and replace them with higher-performing alternatives to improve overall campaign performance.

Key Steps:

1. Log in to Google Ads and navigate to Insights and Reports > Landing Pages.
2. Select the campaign to review landing pages for.
3. Look for landing pages with costs per conversion 1.5 times higher than the average or conversion rates two-thirds lower than the average.
4. Identify poorly performing landing pages and locate where they are used (e.g., site links, ad groups).
5. Replace poorly performing landing pages with higher-performing alternatives relevant to the content.
6. Check assets and ads for the landing page URL and update to the new landing page if necessary.
7. Record changes made in a spreadsheet or project management tool for tracking.
8. Monitor the performance of updated assets and ads over the next 8 weeks.
9. Ensure that the cost per conversion and conversion rate do not significantly worsen after changes. Revert if needed.

Cautionary Notes:

• Ensure to set the date range to 8 weeks for accurate data analysis.
• Be cautious when replacing landing pages to maintain relevance to the content.
• Double-check all assets and ads to ensure the correct landing page URL is used.
• Keep track of changes made for future reference and analysis.

Tips for Efficiency:

• Review landing pages every two weeks to stay updated on performance.
• Prioritize replacing landing pages with the homepage if it performs better.
• Use the “all enabled assets” filter to efficiently review and update assets.
• Regularly monitor the performance of updated assets to make timely adjustments if needed.