Why did we change the landing pages? To attract users with more relevant and optimized content. Each landing page and variation featured optimized answers based on user searches and requests .
This way we lowered costs
Thanks to the consistency between the ads, keywords and the landing page text, which led to a reduction in CPC costs and costs per conversion . In addition, by increasing the flow of leads with the same budget, the cost per lead decreases.
Finally, by changing the
Landing pages we automatically qualify the contacts . By offering a relevant landing page, we do not have to waste time convincing the user to buy our product, because they are already convinced by the quality of our page. This reduces the time and resources spent and improves the perception of the brand.
This shows that landing
Page optimization is just as important as proper campaign setup . We can have good campaigns, but if the user journey is hindered in any way, it becomes very difficult to achieve results . If the user is not guided properly, it is unlikely that they will reach the final conversion.
Here we have inserted some screenshots that demonstrate the different effectiveness of the landing pages. The campaign is the same, so the metrics overlap on the same campaign, but they differ for the two final traffic sources, that is, for the two final landing pages .
google lead generation
The first, as you can read, is the modified Chinese Overseas Africa Number Data landing page , so the one with the guarantees. This one had a conversion rate of 1.35% and a cost per conversion of €105 per lead .
The original landing page
which in this case is in the control group, had a conversion rate of 1.03% and a cost per conversion of €151.49.
So, by improving our pages , with the same What you’re saying and budget, we lowered the cost per conversion by 50 euros and increased the conversion rate by 0.32% .
2. Identifying valuable metrics
Tracking the right conversions is essential when running lead generation campaigns on Google ADS.
