You will be able to check a landing page against its ad so the click is not wasted.
You see an ad for breathable work blouses and tap it on your phone while standing on the train. The page takes long enough to load that you nearly give up, and when it arrives a pop-up wants your email in exchange for ten percent off. Behind it sits a banner about a Hari Raya collection and a grid of forty products, none of them obviously a blouse, so you go back to your feed. The advertiser paid for that tap and got nothing for it.
An ad's job ends at the click. Everything after that belongs to the landing page, and a weak page wastes even the best ad. Content and copywriting that people read covers landing page writing in full in module five, including lesson 5.2, Match the page to the click that brought them. This lesson is about the page from the advertiser's side: what it must do so the money spent on the click is not lost.
A visitor arrives with one idea in their head: whatever the ad said. The first job of the page is to confirm they are in the right place, and the fastest way is to repeat the ad's promise in the headline, in the same or very similar words.
If Farah's ad said breathable work blouses for the commute, the page headline should say something close to that, with a photo of the blouses directly below. If Priya's ad offered a free P5 maths trial in Tampines, the page should open with that offer, and the centre's history can wait further down. The visitor should not have to scroll or search to find the thing they clicked for.
Everything the ad promised should be visible on the page. If the ad mentioned a price, a free trial, a size range or delivery by Friday, the page must show it plainly. A promise that disappears after the click feels like a trick, even when it was an accident.
A large share of ad clicks happen on phones, often on mobile data and often with one hand. That makes three things matter more than anything clever on the page.
Speed comes first. A page that takes several seconds to show anything loses visitors before they have read a word. Heavy images, video that plays automatically and too many third-party scripts are the usual causes. Google's free PageSpeed Insights tool will test any page and tell you what is slowing it down.
Clutter comes next. Pop-ups, chat widgets that cover the button, banners for other promotions and long menus all compete with the one thing you want the visitor to do. Remove what you can from the pages you send ad traffic to.
Then mobile layout. Open the page on your own phone. Check that text is readable without zooming, that buttons are large enough to tap, that forms are short and that nothing runs off the side of the screen.
Each problem on its own may cost only a few visitors. Together they can lose most of the people the ad paid to bring.
Because the homepage has to serve everyone, it rarely serves any single ad well. Send each ad group or each ad theme to the most specific page you have for it.
Farah sends her blouse ad to the blouse collection and her first-week outfit ad to that set. Priya's P5 maths ad group points at the P5 maths page, while PSLE revision searches land on the PSLE page. When the right page does not exist yet, an afternoon spent building it usually does more for results than another round of edits to the ad.
This links back to lesson 2.4, Plan your account structure. When each ad set or ad group has a clear theme, it is easy to give each one a matching page. When everything is mixed together, everything ends up pointing at the homepage.
The landing page affects your costs as well as your results. Google rates landing page experience as part of the quality it uses in Ad Rank, which lesson 1.1, The highest bid does not always win, explained, and shows it in the Quality Score diagnostic for each keyword. Meta has said that it considers the experience people have after clicking, and that it shows fewer ads leading to slow or low-quality pages.
So a poor page hurts twice. Fewer of the visitors you paid for become customers, and the platform charges you more for each visitor or shows your ads less. Fixing the page can lower your cost per click and raise your conversion rate at the same time, which few other changes can do.
Before you write any more ads, check the page they lead to the way a stranger would. In the activity below you will open one of your landing pages on your phone and list every point where a visitor could get confused or leave.
Open the landing page for one of your ads on your phone and list every point where a visitor could get confused or leave.
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