Landing Pages for PPC Campaigns
When you start a PPC marketing campaign, you are not required to make content or web design changes. However, in order to create really effective pay-per-click advertising, you might want to make some changes. In fact, a site is not even really needed.
A landing page that answers the searcher’s query and points them in the right direction for more information is all that is really required.
Compelling content that gives visitors what they are looking for and converts them into buyers or leads is what you really need.
Create Compelling Content
For the most part, visitors tend to scan websites, looking for the information or offer they saw in your PPC ad. It’s best to leave out extraneous content that does not fit into your ad’s objectives. A cluttered website can be confusing, so it’s important to organize relevant information in a clear and concise format.
Use a clear and compelling call to action to lead your visitor to your offer.
Use Easy to Follow Navigation
Make it easy for your visitors to find what they are looking for. They are there to accomplish a task, be entertained, learn something or take advantage of an offer. Make it easy for them to do what they and you want them to do.
A user-friendly page maximizes productivity and minimizes frustrations. It values the visitor, providing them with a positive, efficient and rewarding experience.
Follow Some Simple Usability Rules
Consider what your visitors’ experience might be after they click on your pay per click advertisement.
For example, if your target market is senior citizens, they most likely will have difficulty reading smaller text, so create landing pages with larger fonts that will be easy to read. Whatever your demographic targets are, use language and design that appeal to them.
Be sure your PPC landing page loads quickly, especially on mobile devices. This means you shouldn’t clutter them with heavy images and unnecessary information. Don’t let your visitors wait too long for the page to load — they are likely to get frustrated and go somewhere else. And all this after you paid for them to visit your site.
Always include a compelling and prominent call to action.
Track Conversions from Pay Per Click
If your website is not a product-driven ecommerce site, you might also consider embedding a short form. Your visitors can fill it out to request more information or to obtain a free product or sample. You can then use this form to track conversions at least at the PPC marketing level. If it is product driven, and they can purchase directly from your site, be sure to put some type of metrics in place for tracking conversions.