Ever wonder why your perfectly targeted and optimized PPC campaigns which are generating good Impressions and stellar click through rates (CTR) are NOT converting? Chances are your company needs to investigate where your ads are taking your visitors. Let’s talk about landing pages!
Landing pages are likely one of the most important components to creating a successful PPC campaign. Without the use of targeted landing pages within your campaigns, you are doing your visitors a disservice and quite possibly losing a conversion, sale/purchase, form submission, etc. When a user clicks on your ad, clearly:
- Your ad was highly relevant to their search query.
- Your ad copy and headline were enticing and resonated well with their online needs/intentions.
Success! This user has now clicked on your ad. However, if you are dumping all of your visitors onto your home page or some other general and irrelevant page – this can be confusing, frustrating and downright inconvenient for the user. In short, you don’t want there to be a disconnect between the ad that a visitor has clicked on, and the page that the ad takes them to. Online user attention spans are very short, because everyone wants to find what they are looking for instantaneously. If you make what your ad was advertising hard to find, visitors will most likely bounce from your page immediately.
The purpose of targeted landing pages is to eliminate these problems, by making it easy for a user to complete a conversion. Depending on what your conversion goals are (sale, download, form submission, page view, etc.) landing pages and conversion funnels will vary; however, the same basic principles will apply:
- Make sure your landing page has a Call to Action!
- Make your call to action button or link is as big and bold as possible. We all like big, bright, shiny things – and this will help with kicking off the conversion process.
- Keep it Simple. The fewer items, pictures, videos or unnecessary text on the page that could distract your visitor from converting, the better.
- Limit navigation. Make it hard for users to leave your page – trap them if you have to. 🙂 However, ensure that users can navigate to your home page (a logo linking to the homepage works well here) or basic top/side navigation that matches your website. For example, they may want to do some more product research on your site before they buy.
- Keep all copy above the page fold and add in relevant PPC keywords. This not only helps with your AdWords quality score, but it improves relevancy for your visitor.
- Brand your landing page to your website. This helps makes your page recognizable and builds user confidence in your company, so that the landing page is not just seen an advertising/sales ploy.
We hope this helps shine some light on the importance of landing pages and why they are essential to every PPC campaign. Happy PPC’ing!