The PPC landing page is the page a user “lands” on after clicking your ad. With so much information available about how your AdWords campaigns are performing, we sometimes to look at the basics behind all the Impressions, Clicks, Quality Scores, CPCs, and CPAs. Don’t get me wrong, these statistics are very important to consider but they’re only one side of your campaign. When a user reaches your landing page, it is vital that the user immediately feels that clicking your ad was a good decision.
What Landing Page Metrics Should You Look at?
This is the percentage of visitors of a particular website who navigate away from the site after viewing only one page. You can view your bounce rate by adding Google analytics data to your AdWords account, putting the percentage beside your keywords. If the bounce rate is high compared to other keywords with different landing pages, your landing page is likely in need of maintenance.
Average Session Duration
This is the total duration of all sessions (in seconds) divided by the number of sessions. Individual session duration is calculated based on whether or not there are engagement hits on the last page of a session. You can also access this data as a Google analytics feature within AdWords. If session durations are low for one landing page in comparison to others, it is clear that the average user is not spending a long time on the landing page, likely due to dissatisfaction.
A specific customer action that you’ve defined as valuable to your business, such as an online purchase or phone call, is a conversion. This might be an obvious one but it is important to A/B test landing pages and compare conversions as well as the conversion rates to see which one is most effective.
Quality Score- Landing Page Relevancy
This is a measure AdWords uses to estimate how relevant and useful your website’s landing page will be to people who click your ad. If you have a below average quality score, it would be a good idea to test a different landing page to see if it improves quality score and conversions.
What Are the Different Types of Landing Pages?
Landing pages aren’t one-size-fits-all, especially in e-commerce. Different types of landing pages are designed for users with different intentions. Below are the most popular types of landing pages used:
The Product Page
This is where you can read all about the product, see customer reviews, a detailed description, and add products to your shopping cart. You would use this landing page if the search term is about the product. For example if a user searches “10kg kettlebell,” he or she should be directed them to a 10kg kettlebell product page.
The Search page is among the most neglected landing pages. These pages contain lists of grouped products, typically require no special configuration, and have a default sorting mechanism to help push the most popular products to the top. You would use search pages when the intended product is uncertain. For example, if someone searched “pink weights,” the search page would bring up any pink weights along with similar products so the user has a variety of products to choose from.
This is a page with a set of products that are routinely browsed together, which prompted the company to create a category page for them. A business that sells gym equipment, for example, would likely have a treadmill category page. If someone searches “treadmills” without specifying a type, you would direct them to the treadmill category page so they can browse through the selection.
This is the main landing page and the generic front of the website. You would send people to the home page for general or branded search terms.