As we’ve mentioned in the past, the world is seeing a shift toward more mobile usage. This holds for Google Ads as well. In 2019, The average clickthrough rate for a search ad on mobile is almost a full percentage point higher than the average rate for desktop ads. With this shift in behavior, it is important to make sure the landing pages your ads lead to are as up-to-par on mobile as they are on desktop.
The performance of your ads comes down to 3 factors:
- How much you’re bidding on your keywords
- How relevant your ads are to the search query
- The ad’s landing page experience
While the first two factors will help drive traffic and build awareness to your site, it’s the landing page experience that drives the likelihood that a potential client contacts you.
What is Landing Page Experience?
Landing page experience is a measure of your page’s relevance to what the searcher was looking for when they clicked on your ad. In the context of legal marketing, this means that your content must be informative enough to show the user that you can help them with what they are looking for. The better your landing page experience is, the more likely a user is to convert. To determine landing page performance, Google takes the following into account:
- Site speed – how long does it take for the page to load?
- Content relevance – is this what the searcher was looking for?
- Prominent calls-to-action – how easy is it for someone to contact you?
- User experience – how easy is it to find information on your site?
Take a second to put yourself in a potential client’s shoes and ask yourself these questions while looking at a practice area page on your firm’s site on your phone:
- Did I just get annoyed with how long it took for my site to load?
- Did I have to scroll far or zoom in to see my content?
- Does my content tell me very little about how I can help?
- Does it take me a long time to fill in my information on my forms?
- Is it hard to find a number to call my firm?
If the answer to any of these questions is yes, you need to fix your landing pages. These are very real issues people can have with websites that can determine whether someone will contact you.
I Answered Yes to Some of These Questions. What Now?
If your landing pages are in need of work, there are a few things you can do to improve their efficacy. Besides improving the speed of your site, you can focus on making sure your content is relevant and informative while conveying how you can help a potential client, as highlighted in this outline.
If content and page layout adjustments are not an option, this does not mean you cannot advertise altogether. A great alternative to consider is to run call-only ads in place of text ads. These ads only appear on mobile devices and allow users to call your firm by clicking on your ad instead of being sent to a landing page.
Being the top bidder is an important factor in your ad performance. However, Google ultimately wants to provide users with the best possible search experience. If you want to be successful with advertising, it is crucial to consider the experience of your users in an increasingly mobile world. That means, creating a fast, user-friendly mobile experience.