Boost Google Ads Conversions with Message Match

[00:00:00] So what happens when someone clicks your specific product ad and lands on a generic category page? This often creates confusion within the user journey. So.

[00:00:16] So what happens when someone clicks your specific product ad and lands on a generic category page? This often creates confusion within the user journey. So if someone's looking for a specific product grouping or product category, and we are just sending them to a generic destination on our landing page, we aren't able to create the most cohesive user journey.

[00:00:43] And oftentimes there. Creates too much room for them to end up on. Different parts of the website and losing them in their search. So it's important that when someone creates their initial search and sees one of our ads, we're sending them to a destination that most accurately matches the product grouping that fit what they originally searched to.

[00:01:05] Just ensure lease steps in that user journey and quicker path to purchase from our website to where they originally searched or what they were looking for. Okay. Are you tracking bounce rates from different ad to landing page combinations? Yes. We're able to track that bounce rate from the different ads to landing pages through key metrics like our click-through rate and conversion rate, if in different ad variations.

[00:01:38] We're seeing really high click-through rates. But really low conversion rates. That leads us to assume that there's some sort of disconnect happening within that user journey. So our ads are really engaging. They speak to what the user's looking for. They're clicking through to the landing page, but something isn't matching what they're looking for in those initial three seconds that are driving them to convert.

[00:02:00] So if one ad speaks to. Money or price point, and they're clicking through and they're getting to the website, and something on the website or landing page isn't matching to that message we sent in the ad copy. Our click through rate could be click through rate to conversion rate. Metrics could be telling that story, and if we're speaking to another specific value add in a different landing.

[00:02:30] A different, if we're speaking to a different value prop in our ad to landing page combination, and we're seeing high click-through rates, high conversion rates, we know that that combination is best speaking to a user from their whole user journey. So through those metrics, we're able to determine bounce rates from our ads to landing page.

[00:02:52] We also have tools such as Microsoft Clarity that give us insights into what campaigns. Are triggering a certain kind of traffic on the landing page through the heat map tracking on our landing page. So if we see a certain campaign is. Showing that users on the page are only getting 10% in scroll depth on the page in one campaign is resulting in a 50% scroll depth on the page.

[00:03:19] We're better able to analyze how different campaigns are resulting in different behaviors and actions on that landing page or website. What friction points exist between your ad click and desired conversion? Oftentimes user experience breaks down when expectations aren't immediately met. So it's important that we create that cohesive journey that we've talked about pretty much through all of these questions that we don't leave any room for users to be confused with where they're going to.

[00:03:57] Be unsure of what the action is on the page. It's important that we speak directly to a certain step that we want users to follow in the journey. So if in our ad copy we want users to download for a brochure or submit a their information for a free quote, it's important that we then send them to a page that's.

[00:04:19] Pushing them to then make that next action. So when they get to the landing page, we want to have either a form fill that they can submit their information for that free brochure or for them to get a free quote. So it's important that we. Kind of walk these users through their journey to avoid any points of, well, what am I supposed to do?

[00:04:38] Or what's the next step in me getting either the product or service that I'm searching for initially? So it's important that we create not only a cohesive journey through the keywords and our ad or ad copy messaging and the landing page experience, but we also speak to. What we want users to do. So then there isn't any room for, um, confusion or for them to get lost on that page or for them to end up on someone else's page that we direct them through that search and we make it really clear what we want them to do and how our business or our messaging or our company is going to help them solve whatever issue they initially went into their search with trying to solve or.

[00:05:24] Problem that they're looking for a solution.

[00:05:39] If your keywords that you're running don't match the keywords that you have on your landing page, your not only penalized, but your quality score.