What is a Landing Page?

A landing page is the page a visitor lands on after clicking an ad or an organic search result. The landing page has a direct impact on the conversion rate, the Quality Score in Google Ads and the user experience. A poor landing page wastes ad budget.

What makes a good landing page?

An effective landing page has a clear heading that matches the search intent, a persuasive call to action visible above the fold, fast loading times and minimal distraction. Social proof such as reviews and trust marks increases trust and conversion.

Landing page and Quality Score

Google assesses the quality of your landing page as part of the Quality Score. Factors include relevance to the keyword, loading speed and transparency. A poor landing page raises your CPC and lowers your Ad Rank.

Testing your landing page

With A/B tests you compare two versions to see which converts better. Use heatmaps to see where visitors drop off or click on elements that are not clickable.

Should every ad group have its own landing page?

Ideally, yes. The more relevant the match between keyword, ad and landing page, the higher the Quality Score and conversion rate.

What is the difference between a landing page and a homepage?

A homepage serves several audiences at once. A landing page focuses on one specific action, which usually raises the conversion rate significantly.

How long can a landing page be?

Long enough to remove every objection and convince the visitor. More at developers.google.com/search.