Lower Your CPA by over 70% By Improving User Experience

8 · 01 · 21

Visitors feel like they’re in the wrong place and can’t find what they’re looking for

When a visitor clicks your search ad for 15% off wireless headphones and can’t find this exact same offer on your generic site page containing all of your electronics, they get frustrated and bounce.

Visitors aren’t convinced your offer is right for them

If you’re using a generic page from your site as a catchall for your ads, it’s unlikely this page is specific enough to the offer at hand. The page likely doesn’t:

Visitors aren’t convinced your offer is right for them

If you’re using a generic page from your site as a catchall for your ads, it’s unlikely this page is specific enough to the offer at hand. The page likely doesn’t:

Well, fortunately not. 

The good news is, you only need one page to try this out. And, we get it. Most companies don’t have someone who can build tailored landing pages fast. Your developers are busy, and you’ll need something pretty branded looking.

Instead of hand-coding landing pages, you can use Unbounce’s easy drag and drop functionality to make an on-brand page fast (you can even set it live with an ad before you leave the office). 

For clarity on this, Google uses the term ‘landing page’ to refer to absolutely any page someone could “land on”. But, for our purposes here, we define a landing page as a standalone web page:

Part of the reason improving user experience with landing pages gives you such a massive advantage over your competition is because it’s a tactic only especially savvy digital marketers tend to use right now.

Furthermore, you tend to see compounding benefits once you begin using especially tailored pages—namely a better Quality Score and Ad Rank (wherein you takeover the best ad positions).

This content was originally published here.

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Product designer

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