How to optimize your website and landing pages to help reduce advertising costs.

Many businesses that market online often encounter the problem of "ad costs increasing, but sales remain the same or decrease." Investing solely in advertising may not be a sustainable solution. The secret used by professional marketers is... Optimize your website or landing page. To be efficient, which is key to reducing costs and significantly increasing the conversion rate of viewers into customers.

The Hidden Truth: Why Website Optimization Can Actually Reduce Ad Costs?

Many people mistakenly believe that whoever bids higher will always get better and cheaper ad results. However, in reality, advertising platforms like Google and Facebook prioritize... “"User Experience" As a top priority, if your ads direct people to web pages that load slowly, are difficult to read, or contain misleading content, the platform will consider your ad "low-quality" and penalize you by charging higher advertising fees.

An in-depth look at advertising algorithms (based on Google and Facebook data).

Google Ads Quality Score system

According to Google Ads support data, your cost per click (CPC) is calculated using the following equation: Ad Rank = Max CPC Bid × Quality Score

The Quality Score (1-10) is measured based on three main factors:

• Expected CTR: The chance of someone clicking on an advertisement.
• Ad Relevance: The alignment of the advertising copy with the keywords.
• Landing Page Experience: Landing page experience (fast loading, easy to use on mobile, content relevant to the advertisement).

Insightful information: Statistics from WordStream indicate that a Quality Score of 10/10 could result in a cost-per-click (CPC) discount of up to 501 TP3T compared to competitors with average scores. Conversely, a poor landing page scoring 1/10 could cost up to 4001 TP3T more!

Facebook's Ad Relevance Diagnostics system.

On the Facebook side (Meta Ads), there's a similar system, measured by Quality Ranking, Engagement Rate Ranking, and Conversion Rate Ranking. If your landing page is well-designed and generates a high conversion rate, Facebook will deliver your ads to more people at a lower cost (lower CPM and CPA).

Case Study: How SMEs Can Reduce CPA Costs Using 40%

To illustrate this clearly, let me give you an example. Case study of an online skincare business (SME) Those facing problems with rising Facebook and Google ad costs have left them with almost no profit.

Problem (Before):

Initially, the brand directed all its advertisements to the "homepage" of its main website, which contained numerous banners, loaded slowly (taking 6 seconds to load), and required customers to search for the products shown in the ads themselves, resulting in... The bounce rate reaches up to 85%. And the cost per customer (CPA) is 500 baht.

Correction (After):

The brand decided to change its strategy by creating a separate, single-page landing page (sales page) for that product, with the following improvements:

1. Reduce website loading times: Compressing images and removing unnecessary scripts allows the website to load in 2 seconds (according to Google statistics: a website that loads 1 second faster increases conversions by 27%).
2. Message Match: The website headline perfectly matches the advertisement (for example, an advertisement about acne reduction immediately opens with information about acne reduction).
3. Include a clear CTA button: A "Order this promotion" button is always floating at the bottom of the mobile screen.

The result:

Within one month, the Quality Score in Google Ads increased from 4/10 to 8/10, resulting in a 30% reduction in cost per click (CPC) and, more importantly, a significant increase in the conversion rate. The CPA cost decreased from 500 baht to just 300 baht (a reduction of 40%). Sales increased while spending the same amount on advertising.

4 Techniques to Optimize Landing Pages to Reduce Ad Costs and Increase Sales

1. Page loading speed.

Digital-age consumers have low patience. If your webpage takes more than 3 seconds to load, over 53% users are ready to close the page immediately. Making your website load quickly is the first step in retaining customers.

2. Content that matches the advertisement (Message Match)

The text on the banner ad and the headline on the landing page must be consistent to confirm to customers that they are in the right place.

3. Mobile-Friendly Design

Currently, over 80% traffic comes from smartphones. The layout must be clean (minimalist), text easy to read without zooming, and difficult-to-press buttons on mobile devices are strictly forbidden.

4. A prominent Order or Contact (CTA) button.

Don't leave customers guessing what to do next. Buttons should be eye-catching, use colors that contrast with the background, and be placed in easily noticeable locations.

Business choice: Website or sales page?

When should you use a sales page?

If you have a hero product or want to run a dedicated advertising campaign, using a single-page webpage that handles sales directly is the most suitable option. This helps minimize customer distractions. If you are interested, you can view our services. Create a sales page website. Designed to focus on conversion and specifically support targeted advertising.

Building credibility with a main website.

For businesses looking to build long-term credibility and offering a diverse range of products, a full-fledged website supports SEO and builds brand trust more effectively. If you are looking for expert services... Website development services for SMEs. Our all-in-one solution will help you create a beautiful, fast-loading online store that's ready for long-term competition.

Summary

Reducing ad spending doesn't always mean cutting the budget; it's about taking action. Conversion Rate Optimization (CRO) Alongside running ads, optimizing your website and landing pages to meet the needs of both users and the advertising platform's algorithm is an investment that yields sustainable returns in the form of increased sales and lower costs.

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