1 Sep, 2021

7 Google Ads Landing Page Mistakes Recruiters Must Avoid

Google Ads Landing Page Mistakes

Your ad content is not the only thing you should keep track of when running a Google Ads campaign for your recruitment business. You also need to ensure that your landing pages are crafted well so you can get the results you’re expecting. Because you spend money every time a prospect clicks on your ads, you’d naturally want to be sure that you’re converting those clicks into leads. 

Stay Away from These Common Landing Page Pitfalls

To make sure that you’re converting qualified candidates and employers into leads or clients, you should avoid making the following Google Ads landing page mistakes

1. Inconsistent message between your ad content and landing pages

You might think that this is a no-brainer, but at Recruitment Traffic, we have seen a lot of advertisers and recruiters make this simple yet crucial mistake. When crafting landing pages, ensure that they have the same message as your ads. If your target audience can’t see the information that compelled them to click on your ad, they are very likely to leave.

For instance, let’s say you’re targeting job seekers with your recruitment ads, and you promised to give them an ebook on nailing job interviews. If the landing page doesn’t say anything about the ebook you promised in your ad, you can bet that your visitors will leave ASAP. Therefore, to ensure a successful conversion, see to it that the messaging between your ads and landing pages is consistent throughout. 

2. Asking prospects for too much information

Avoid requiring your visitors to leave too much information before you give them what they want. Otherwise, there’s a big chance that they will bounce, which will result in a missed conversion opportunity. 

To keep your bounce rates low and ensure that every click will result in a lead, you should use shorter forms on your landing pages. If you need additional information from your prospects, wait until you’re able to successfully convert them into a lead before you ask them more questions. 

3. Failing to optimise landing pages for mobile devices

Data showed that in 2019, 80% of people used mobile devices to look up information online. The same research revealed that businesses have been spending more on mobile ads over the last few years. As such, when running a Google Ads campaign, see to it that your ads are not the only ones that are optimised for mobile devices. You must ensure that your landing pages are also mobile-friendly.

Make sure that your landing pages can be rendered correctly regardless of screen size. Also, optimise your forms for mobile devices to ensure that your ads are converting prospects into leads even when they are on the go. 

4. Using a weak call to action

Calls to action (CTAs) can make the difference between a successful and failed Google Ads campaign. Even if you have compelling ads and excellent landing page content, they won’t matter if your CTA is weak and unconvincing. This is why not paying attention to your CTA is one of the most crucial Google Ads landing page mistakes you can make.

Ensure that your CTAs are powerful and convincing to entice candidates and business owners into taking your desired conversion action. Display your CTA buttons prominently so they are much easier to see. It also helps to use “possessive determiners” to give your audience the impression that you’re talking directly to them to boost your chances of converting them. 

5. Not using videos on your landing pages

Videos are engaging. They also allow you to explain a complicated idea to your prospects without the need for blocks of text. This is why adding a video to your landing pages is a great way to reinforce your message and branding while keeping them free from clutter. 

6. Forgetting to include keywords in your landing page content

Always make sure that your target keywords are incorporated into the content of your landing pages. Keywords make your landing pages relevant. At the same time, they help your landing pages rank on Google. Most importantly, Keywords also help assure your prospects that they are in the right place after they clicked on your ads.

As with your Google Ads content, it helps to utilise long-tail keywords on your landing pages. Although they are less popular, they are less inexpensive and more specific. What’s more, people who are in the final stages of the sales funnel tend to use them in their online search. 

7. Not testing your landing pages

Conducting tests is crucial to the success of your Google Ads campaign. If you don’t test your landing pages, how can you identify the steps you need to take to improve the results you’re getting?

Therefore, you should conduct A/B or split tests on your landing pages. Test everything, including your headlines, the main body, CTAs, and forms. It also helps to keep a close eye on your keyword bids to prevent unnecessary expenses. 

Improve the Performance of Your Landing Pages

Making the necessary adjustments to your landing pages can go a long way towards improving the overall performance of your Google Ads campaign. As such, please take note of the tips discussed above so you can optimise your landing pages and convert candidates and employers into leads or even clients with great success.

Don’t have time to optimise your landing pages? Let us do this task for you and more! At Recruitment Traffic, our team of award-winning Google Ads experts can provide you with the solutions you need so you can get outstanding results from your recruitment PPC campaigns. Please speak with us today.

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