Creating and optimizing PPC landing pages is always challenging when you’re new to the game. PPC marketing is all about driving relevant traffic, but you don’t want your visitors to go away since it is paid traffic. This article aims to provide you with some tips and insight on what works in creating great paid search advertising.
What is a PPC Landing Page?
A pay-per-click (PPC) landing page is a standalone web page created specifically for advertising. It’s where the visitor “lands” after clicking on your ad. The page corresponds to the product or service advertised in your Google or Bing Ad.
This page helps to increase the likelihood of conversion and boost the return on investment (ROI) from your advertising efforts. But, to get the most out of your investment, you need to make sure that visitors who reach your site via a PPC ad are persuaded to take the action you want them to take, like, buying a product or service, signing up for a newsletter, or even filling out a form.
In this article, we’ll discuss some of the tried and tested methods for making sure your landing pages convert leads into customers and customers into loyal fans.
- Use Unique Landing Pages
Throughout your PPC campaign, make sure every advert in a specific campaign (group of ads) leads to a unique landing page.
For example, if you’re running a campaign for two similar products, redirect each ad to its unique page so that you can tell from your analytics which product is more popular. The more targeted the content of your ad, the better.
Doing this ensures the visitors are directed to the right page and aren’t confused by click-throughs to irrelevant content on your website.
- Get To The Point Quickly
The world is moving at the break-neck speed these days, and the modern internet user is highly impatient. People don’t want to read a lot of text — they want to see the information as soon as they click on your ad.
A good rule of thumb is to be clear and get straight to the point — whether you’re talking about an offer, a product, or a service. Make sure your headline and subheadline clearly describe what you’re offering.
Also, the main benefit of the page should be in two lines of text above the fold so people can see it immediately. Remember, if you don’t communicate your value proposition in seconds, visitors will leave and never come back.
- Write For Your Target Audience.
The best idea is to connect emotionally with potential customers to make more sales. A friendly tone is necessary to achieve this and will help you create trust with your customers and make them feel more comfortable buying from you.
Use short sentences, paragraphs, and simple words, and keep the tone conversational. Describe the product in detail, tell stories, and answer questions potential customers may have. Explain how the product or service can solve their problems and improve their lives.
Before that, you need to know who your target audience is, what they like, and what their problems are. Using this information, write the copy so people can relate to it quickly.
- Use Engaging Design & Images
Once you’ve got your audience’s attention, you want to keep it. A great way to do that is by using creative design and images on your landing page.
Make sure that your landing page is enticing and encourages people to convert. It should be attractive, well-designed, and have eye-catching colors.
Also, focus on visuals that support your message, but don’t overdo it. Using images that feature human beings is an excellent way to get attention, but avoid using stock images that look fake or inauthentic. The same goes for video: if your video doesn’t add value, don’t bother.
- Include Social Proof
As a marketer, one of your most potent tools is social proof. Let others talk about how good you are with testimonials and reviews. People want to know if they can trust you and what other people think of your product or service.
In fact, a Nielsen study found that 70% of people trust recommendations and reviews from strangers. This means that an outside validation of your product or service from someone like them is more effective than anything you could say about the value you provide.
Social proof can be displayed in many different ways on your landing page. For example, you can include:
- Case studies
- User-generated content
- Customer lists
- Ensure The Page Loads Quickly
An ugly or slow-loading website can completely turn off potential customers, so make sure that your landing page loads quickly, so visitors stay longer.
According to Sleeknote, 57% of people will abandon a page that takes more than three seconds to load and what’s more frightening is that 80% of these visitors will never return. Most conversion experts agree that two seconds is the maximum acceptable loading time for a web page.
It’s not all about user experience, either. Research from Portent also suggests that every one-second delay in page load time can reduce conversions rate by 4.42%.
To speed up your PPC landing page, see our comprehensive blog on improving WordPress speed and performance with step-by-step instructions.
- A / B Split Testing
In a perfect world, you would be able to test everything about your landing pages. But that’s impossible for most businesses because it’s time-consuming and expensive. So you have to prioritize, and A/B testing is one great way to do that.
A/B Split Testing is when you create two slightly different versions of the same landing page and test them against each other to see which performs better. Your goal should be to increase conversions.
A/B testing helps to determine which version of your landing pages performs better. It’s always better to test two variations simultaneously to compare the results. Otherwise, you may draw false conclusions from your data if you make changes on an ad-hoc basis.
It’s Time To Nail The Landing!
We’re sure you have your own opinions regarding PPC landing page optimization. But no matter how you feel about the subject, try to focus on the big ideas while leaving room for creativity and style. What works best once might not work best next time, so you should always test variations of your landing pages and review the results. Just remember all of the lessons you’ve learned in this article, and your campaign will thank you with more leads, sales, and revenue.