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How To Optimize A Pay-Per-Click Landing Page
jacky | October 12, 2012
I can’t stress the importance of a landing page for PPC campaigns. The bottom line performance measure for any PPC user is conversion rates and landing pages are the best way to improve this number. Most PPC users are lazy they direct all their visitors who click on their ads to their homepage hoping to see some conversions later but soon realize they are not getting the ROI they want or in the worst case scenario not getting any conversions at all. Doing this is like trying to sell a house and the only view the the buyer gets to see is the garden not inside of the house, buyers won’t buy your “product” and neither will your visitors entering your website through your homepage via your ads. Most PPC clickers does not like to fish around your website to find the page that is relevant to them, make a relevant landing page and capture their interest at first glance of your website, this way you’ll maximize your likelihood in getting your conversions.
So landing pages are important. For landing page amateurs I assembled the following checklist to help you to avoid some common pitfall I see ever so often when people are constructing landing pages for PPC campaigns.
Social proofs, testimonials & trust icons
To build trust with your visitors, social proofs and testimonials are the best way to do this. Social proofs such as number of likes and tweets, positive testimonials from your past customers and trust icons like media coverage can really build trust in your brand and product/service increasing your likelihood of a conversion.
Assurances near to your call to actions
By placing social proofs, testimonials, and trust icons near your call to action such as a button, more people will click on it. People seeing these will be more reassured about your website/brand prompting more people to click on the button or perform your call to action.
One call to action only
Focus on driving visitors to a single call to action. If you have more than one your page will become confusing. With one single call to action you likely get the people to do what you want.
An attention grabbing and relevant headline
Your title tag on your landing page should have keywords that converts well in your PPC account to optimise these keywords quality scores and also should be attention grabbing to draw users to continue reading on rather than bouncing off the page. “Free”, “Save”, “Cheap” and any other phrases that seem to benefit the visitor are good attention grabbing headlines.
Continuity from your ads to your landing pages
When a visitor clicks on your PPC ad, he or she expects whatever the ad promised to be delivered on their next page. So if your ad says “save up to 50%” your landing page should continue to say how or deliver that promise using your call to action.
Finally…..Optimize your PPC account with your landing pages
It is vital you optimize your PPC ads and keywords in your campaign with your landing page. You should be bidding on the keywords that your landing page is targetting and your ads should be relevant to your landing page.The first reason on doing this is to increase your quality score to make your camapign cheaper (for more information about AdWords quality score read this helpful article . The second is to make your ads and landing page appear more relevant to the user via their search query and thus increasing the likelihood on a conversion.
Unfortunately there is no definite, guaranteed landing page “style” to guarantee an increase in conversions for your PPC campaigns. Although the above list does raise your chances in getting those conversions you must constantly analyse your pages performance and make changes or improvements to the pages TO SUIT YOUR CUSTOMERS. Having problems with landing pages?
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