For every ad that you create within a Google Ad campaign you will be asked to link a landing page. This is the web page that your prospective customers will be sent to when they click on your ad so it’s crucial that this page not only represents your ads but is also well built and visually pleasing to encourage the people that clicked on your ads to finalize the sale and purchase your product.
How to Create Landing Pages Using Elementor
What is a landing page?
Using templates vs building from scratch
Creating a landing page for your campaign
1.What is a landing page?
Before you can expertly create your own landing page you must first understand what a landing page is and how it differs from other web pages. A landing page isn’t like your home page or other pages on your site, landing pages are built with the specific purpose of convincing a prospective customer to purchase your product after they have clicked on your ads. You want your landing page to be specific, it’s not about every product or service you’re selling. Focus on a single thing to build both your campaigns and your landing pages off of. Each campaign, and subsequentially each product or service you are advertising, should have its own landing page. Remember that these aren’t pages that your customers will typically click through when just visiting your website, they are tailored specifically to gain conversions from ad campaigns.
Your home page is designed to encourage interaction, allowing customers to discover new things, click on extra links, and explore everything your site has to offer. A landing page, however, has the sole purpose of increasing conversions. People who land on this page are most likely sent here from a third-party page or from paid advertisements in some form. Your ads have piqued their interest, and this is your opportunity to finalize the sale.
2. Using templates vs Building from scratch
When you’re creating a landing page you have two options: you can use a prebuilt template, or you can build your page completely from scratch. There are benefits and drawbacks to each of these, so determine which option makes more sense for you and your business. Experience level will also play a large role in this. If you’re more experienced and comfortable with using Elementor it will generally make more sense to build your pages from scratch. However, building off a template is a much easier option for beginners and is often much less time consuming because the general layout of the page is already laid out for you. Even if you do choose to build from scratch in order to have more freedom and customization options for your page, it can sometimes be helpful to look through the templates anyways to garner ideas for your own layout.
Building from scratch will always give you more freedom, you get a blank slate to create anything you want. However, if design isn’t your strong suit or if you’re still learning how to use Elementor the templates can be a great resource to you. If you are using a template, make sure it is the correct layout for the page you want to create. Elementor provides template layouts for a wide variety of different pages so when creating a landing page it goes without saying that you shouldn’t use a home page or contact page template because that’s not the format you’ll want for a landing page.
3. Create a landing page for your campaign
You’re ready to create your landing page, but where do you start? What should you include? Don’t worry, we’re here to help. There are a couple of major sections that you should ensure your page includes. Beyond that you can add more sections or keep it simple, but you should start with these basics.
Every page on your website should have a header, and your landing page is no exception. This gives users access to the rest of your website if they want to be sent to other areas of the site for more information. At the very least this should include a menu with access to the home, contact, and about pages, a navigation menu to any other main web pages, and a company logo. Other attributes such as a search bar or call to action button can be added but are not necessary for the purpose or function of your header.
The first screen is the top section of your website that your users will see first. Think about the first thing you see when you land on a website. Without scrolling down, the very top section of the site that fills your screen is called the first screen and it’s vitally important. This is the first thing that your users will see, and it has to be captivating. There are a lot of different ways to design a first screen, but for landing pages you will typically want some kind of background image, a title and subtitle, and then a call to action and product image if applicable. The background image can be an actual image that you overlay your text onto, or it can be a simple colorful geometric graphic. Make sure it complements your product and matches the general theme of the rest of your site. Then you’ll need a title and subtitle. What are you selling? What does it do? Do you offer a warranty or is there a sale happening? Your prospective customers have questions and you want to answer them as soon as possible. If applicable, you should add an image of your product to the first screen as well. Show your users what you are offering right away, don’t make them scroll through the page searching for it. Along with this you’ll want to add a CTA button with your product image. A simple “BUY NOW” can be very effective and gives your users an immediate link to check out. Again, if someone is coming to your page to make a purchase you don’t want to make them scroll down to check out. Make it immediately available.
Below the first screen is where you’ll want to add any additional info your prospective customers may want. Warranties, guarantees, product usage or ingredients, sizing options, and the list goes on. You can also add in company information, testimonials and reviews, a video showing how the product is used, and more. Again, think about every possible question a prospective customer could have about this product and answer it. This section should also include CTA buttons such as “Learn More” or “Start Today!”. This section can be as long or as short as it needs to be. Focus on answering your users questions and providing your customers will all of the information they might need to make a purchasing decision.
Finally, at the very bottom of your page there will be a footer. Footers often contain a lot of information that isn’t otherwise listed in other areas of the website. Things like legal documents or licenses, corporate information, hiring applications, and more are kept in this section. Whatever footer you have set up for the rest of your site, just use the same one here. Just like your header this is another link to the rest of your website should your users have any further inquiries or if they just want to explore other areas of your site.
Commonly Asked Questions
How do I know if my landing pages are performing well?
If your campaigns are performing well in every other aspect: keywords and ads have a high CTR, your spend is low, but you’re still not getting conversions, it could be a sign that your landing pages are not performing well. To figure out if this is truly the case go back to your research. Look up your top competitors’ websites and see how their landing pages compare to your own. Based on this research, learn what your landing pages could improve upon and make changes to see if it then improves your conversions.
What should my budget be?
While it greatly varies between different business and different campaigns, I tend to set most of my campaigns at a starting budget of $5. I watch my new campaigns closely and if they perform well, I might raise the budget. However, if they do not perform well, I make sure to quickly fix the problem or lower the budget if the campaign is hurting the overall account.
How do I know if my campaign is performing well?
While what is considered “good performance” greatly varies from business to business, there are a few things to look for when you’re first getting started. A CTR (click through rate) of 2% or higher is considered a good interaction rate with your website, and anything below a 1% is very bad. When looking at conversions, the best tool to use is the Conversion Value/Cost. This calculates your ROAS (return on ad investment) and a ROAS higher than 4 is generally considered good.