What is it?
The Landing Page Analysis is an Insights tool that helps you find which Landing Pages in your account need to be worked on. It provides quick insight into how well your PPC landing pages are working based on search performance data.
The tool:
Aggregates data for the same landing page across the account.
Identifies landing pages that require attention and need to be fixed to increase conversions.
Highlights landing pages that are performing well and can be used to improve the structure of other landing pages.
Optimizing landing pages helps improve conversion rates and Quality Score.
Why Use It?
With the Landing Page Analysis tool, you can:
Quickly identify landing pages that require optimization, helping you prioritize pages that need improvement.
Save time when analyzing landing page performance. Instead of reviewing performance data across multiple reports, the tool consolidates the data so you can take quick action.
Find high-performing landing pages and replicate what works. The tool highlights landing pages with strong performance so you can apply those insights to improve other pages in your account.
How to use it
You can access the tool directly from the Insights tab. By default, the analysis will show results for the entire account; however, you can see the suggestions at an account, campaigns, and ad group level, as well as define the date range, networks, and devices to be considered.
You can download all the suggestions in a CSV file and review them later, and if you're using query parameters, you can select the option 'Hide Query Parameters' at the top of the table to hide them from the view.
Understanding the Results
The Landing Page Analysis tool aggregates data for the same landing page (URL) across the account. This data helps find the landing page URLs that are performing well as well as those that need to be optimized. Based on performance, they are divided into four categories:
High Performer
These are landing pages that have a high conversion rate and high CTR. This data can be used to identify landing pages that are doing well and apply what’s working for a high-performing landing page to other landing pages (expensive) that need to be optimized.
High Potential
These are landing pages that have a high conversion rate but low CTR. These landing pages indicate that the keywords and ads that lead to them are not as relevant and can be improved.
Expensive
These landing pages have a low conversion rate and high CTR. This data can be used to analyze the relevance of the keywords and ads with the landing page they lead to and how the content on the landing page affects the conversion process after the user clicks on the ad.
It is possible that after reaching the landing page the user doesn't find what they are looking for or, the process to complete the conversion process is very tedious. This provides insights on whether the ad to landing page relevance needs to be improved or the conversion process on the landing page needs to be fixed.
Others
This category gathers the top spending pages that do not fall in any of the above categories.
Use Cases
Identifying Landing Pages that Waste Ad Spend
Problem: You notice that some campaigns are generating a large number of clicks but very few conversions. You may find it difficult to determine which landing pages are wasting ad spend.
Solution: The tool identifies pages that have a high CTR but a low conversion rate, indicating that users click on the ad but do not complete the desired action after reaching the page. It categorizes them as “Expensive”.
By reviewing these landing pages, you can detect landing pages that are draining your budget and focus on optimization efforts.
Replicate the Success of High-Performing Landing Pages
Problem: It is not always clear which landing page is driving the best results and why. Without clear insights, it becomes difficult to apply successful strategies across other campaigns.
Solution: The Landing Page Analysis tool highlights High Performer landing pages that have both high CTR and high conversion rates. By reviewing these pages, you can identify elements such as messaging, layout, or call-to-action that contribute to their success.
Improving the Keyword and Ad Relevance
Problem: Some landing pages convert well when users reach them, but they receive very little traffic because the ads and keywords driving users to them are not compelling or relevant enough.
Solution: The tool identifies pages that have a high conversion rate but a low CTR, indicating that the ads or keywords leading to them can be optimized to attract more clicks.
Demo Video