Understanding PPC Landing Pages
A “PPC Landing Page” is a web page specifically created to be the first page a visitor will hit when they click on your ad. The reason for creating landing pages is so that you can tailor the marketing message and information provided to the visitor, knowing what ad brought them to the landing page. By doing so, you can dramatically increase your conversion rate.
As an example, let’s say you own a hardware store. A potential customer searches online for “Painter’s Ladders” and sees your ad.
Your ad reads:
If your ad directs visitors to your website homepage (www.website.com), they will be forced to search for the information on ladders by navigating through your website. This can result in a lost customer as they’ll quickly leave your website if they don’t easily find what they’re looking for.
However, if your ad directs them to a PPC landing page (www.website.com/ladders), you can present them with information about ladders right away with either the opportunity to buy online or contact information so that they can find their way to your bricks and mortar store. Making this information easily accessible has been shown to dramatically increase the chances of your website’s visitors converting into customers.
What should PPC Landing Pages contain?
- A landing page needs to be easily and immediately identified by a visitor as being related to both the keyword they searched and the ad they clicked on. I recommend that your page title and headline match the ad they clicked on. Using our “Painter’s Ladders” ad as an example:The landing page title should read “Painter’s Ladders, City | Hardware Website”, followed by similar text in the page’s headline, such as “Painter’s Ladders on Sale”.
- Visitors to your landing page should be directed to take further action (your conversion). Ask yourself one question: “Now that you’ve gotten them this far, what do you want them to do next?” There should only be one answer to this question, and the answer will serve as the primary focus or “conversion” for the landing page.Using our example, buying online may not be practical since the product is a ladder. Therefore, your primary objective may be to get customers to call or visit your store. For example…“Call now to order! 403.555.5555″
- Enticing offers can also help, such as:”Limited time offer, 25% off Ladders – Call now! 403.555.5555”
- Keep it simple and only include the information which is absolutely necessary to push your visitor to a conversion. Subtle graphics that do not overpower the message can also be help.
What to Avoid on PPC Landing Pages
- Avoid roadblocks and detours. One of the key, but most commonly overlooked components of a successful landing page is limiting options. Navigation that takes visitors away from the purchase can seriously hurt your conversion. For example, avoid “Check out our other sale items – Click here!” as you’re less likely to end up with an up-sell and more likely to end up with no sale.
These guidelines hold true whether the conversion is an online purchase, a form sign-up, or a phone lead. Always keep your landing pages firmly focused on a single message and directly in line with the ad(s) that point there.
Follow these guidelines and I’m sure you’ll experience an increase in your conversion rate.