Investing in pay-per-click campaigns is a smart business move. However, it is of an essence that the landing pages to which the ads lead need to be properly optimized in order for the whole campaign to make any sense. A lot of companies forget about even some of the simplest yet the best practices that can make sure that their PPC landing pages do what they are supposed to do – generate conversions.
A properly optimized landing page is the main weapon in your arsenal, and it is what makes sure that your entire PPC marketing campaign doesn’t get lost in the vast ocean of ads.
1. CTAs are essential
Your Call to Action button is one of the most important part of your PPC landing pages. You PPC enticed people with a message, which is now supposed to lead to the button that they are supposed to click in order to get the deal done. When creating a CTA, you need to be creative, and make sure that it stands out and draws attention. You should steer clear of words like “Submit”, as they don’t really tell the visitor what they are going to get when they click. Don’t make them guess – tell them exactly what is going to happen.
It is also important that the CTA fits the tone and style of your brand and business. If you are running a bank, you certainly won’t use a quirky button. Finally, the entire design of the PPC landing pages need to draw attention to the CTA.
2. First impressions matter
It is very important how people feel the first time when they come to your landing page. This is why it needs to be visually appealing, but also simple to navigate and comprehend. Avoid putting in any information that has no relevance to what the page is all about. Try and look at your landing page from a perspective of a first-time visitor. Or, have someone who hasn’t seen your website yet take a look. If a person that visits your page doesn’t like the experience that they have with your site and its navigation, it means that you are going to have to work more on a better user experience.
For a person that visits your page, the first thing that matter is a clear message, and then it’s the design. If you don’t communicate the right message, the page is pretty much worthless. So, you need a page with a minimal design and an obvious message.
3. Keywords and SEO
You might find yourself in the predicament where your landing page is just perfect, but your conversions aren’t as good. The reason for this might be the fact that you haven’t paid attention to your page’s SEO. According to the advice from the SEO experts, you need to optimize the page by making sure that both the headline and the content include the keywords that people are probable to search for in order to come across your PPC ad.
It is also smart, from an SEO point of view, that your page is engaging. Check the metrics such as Bounce Rate and Average Time on Page, in order to assess your page’s engagement factor.
4. Use dynamic headlines
In order to better target what people are searching for, the best idea is that you use dynamic headlines on your landing pages. A dynamic headline is created by tracking URLs that will implement the particular keyword into your headline. It’s pretty much the same as dynamic keyword implementation for your PPC ads, only it works for your landing pages. The reason why this is so important is that the more targeted the headline is to what the user searched for, the better are the chances that they are going to keep on reading until they have completed an action.
5. Place a few professional images
When you browse around, you will see that there is a number of PPC landing pages which contain unprofessional images which don’t convey the right message and pretty much ruin the user experience. It’s a real turn off for a prospective client and doesn’t work well in terms of trust. You should use only a few images, as you don’t want your page to load too long, and make sure that they include professional looking people who have a smile on their face as if they are happy due to engaging with your business.
6. Importance of coherence
In the case that you are using Facebook or YouTube ads, it is essential that they are coherent with the landing page that they lead to. It is also important that you think about your audience. The fact about Facebook is that people using it aren’t really in a mind-set to buy. This is why it might be a great idea to get personal with your Facebook advertising and sponsor posts about particular interests and events. YouTube is great because its ads are really cost-effective and easy to use. Make a video that explains what your business is about and what you have to offer, and promote it via YouTube.
Finally, none of this will make any sense unless you do the most important thing – test! Use the data to make the right decisions when it comes to content and design. Even an A/B test with a couple of variants can be of great help.