Can you use Google Ads without having to invest in landing pages? Our team have been asked this question so many times that we thought it best to make the answer available to more people. Let’s find out!
How do Google Ads work?
Making your website visible on the first page of search engines requires persistent investment into SEO services, but the returns on these investments can be highly lucrative if you get ranked in one of the top spots. But there is a shortcut…
Google Ads is a way for businesses to promote themselves at the top of Search Engine Result Pages (SERPs) above the organic search results as an advertisement. The idea is that the premium position of the advert will increase clicks and leads.
When a user clicks on your advert, they get taken to a web page owned by you, often a landing page. It’s important to note that the Google Ad is responsible for getting the click only. If the advert gets clicks it’s a success, regardless of whether the user takes further action.
What are landing pages?
Landing pages are the page that a user will “land” on after they click your Google Advert. They are designed and created for the purpose of:
- Getting the user to enquire
- Getting the user to provide their contact information
- Getting the user to make a purchase
In a nutshell, landing pages are completely geared to help the lead down the sales funnel to a sale. To do this, they often include a specific design with multiple calls to action and buttons. The content may also be written with a direct-response copywriting style, which encourages quicker decision-making using facts, relatable problems and solutions.
Can you do Google Ads without landing pages?
You can, but that doesn’t mean you should!
Some businesses, often those that didn’t get Google Ads services from a marketing agency, will direct their Google Ads to pages to an existing page on their website, such as a service page or their website homepage.
A homepage is not designed to encourage the user to take quick action, even if you only offer one product or service. The user would still need to visit more pages which is inconvenient. A service page may be more set up to encourage the lead to get in touch or make a purchase, but this page also isn’t as effective as the direct sales-driven content on a good landing page.
People typically get frustrated if they click through to a web page that isn’t what they were expecting. On top of this, people are notoriously impatient online and won’t wait around to click to more pages to find information. They’ll simply look for other providers, i.e. your competitors.
Overall, your chances of converting the Google Ad lead are much higher if you create landing pages that have been carefully considered and tailored to the exact product or service being advertised on the Google Ad.
A word on evaluating Google Ads performance
You should always analyse the performance of paid marketing strategies to ensure they’re providing good returns on investment. However, when investing in Google Ads, you need to ensure you’re analysing the Google Ads campaign and not conversion rates. These are unrelated.
Your Google Ads are all about getting more clicks to your landing page, or any other page where leads are being directed to. They are not related to conversion rates as conversions are heavily influenced by what comes after the click.
Recap: It’s possible to launch a Google Ads campaign without using landing pages. However, landing pages are superior when trying to convert leads, and we strongly encourage you to use them. If you’re set on not using landing pages, make sure you send your leads to the most relevant pages where they can make an enquiry or purchase. Don’t make the big mistake of sending them to your homepage.
WEBPRO Knows
Around 1 in 4 people who get sent to a landing page will be converted, which is much higher than alternative website pages.
