PPC (pay-per-click) advertising are becoming more and more popular among advertisers in the field of digital marketing as a way to drive supercharged visitor streams to their websites. PPC is fundamentally a marketing strategy in which marketers pay publishers, like Google Ads, a charge each time a user clicks on an ad link. Simple, yes? So, both yes and no.
While many advertisers concentrate on tailoring their material to their target demographic and making the most of their advertising budget, many fail to recognize the advantages of optimizing their on-site landing pages. They frequently just link the PPC ad to the home page of their website rather than creating landing pages that are specifically tailored to the demands of a searcher. The user’s path is thereby complicated. Customers don’t want to be taken to the travel agency’s homepage, or worse, an unrelated page on the website, if they click on the advertisement that reads, “View budget-beating holidays in Turkey this April!” They want to go straight to a special landing page with all those gorgeous Turkish vacations advertised in large flashing lights and with a direct booking link. Marketers run the danger of compromising the primary objective of paid advertising, which is to convert leads into sales, if they fail to pair their paid ads with a potent PPC landing page.
This article aims to serve as your go-to resource for efficient PPC marketing and best practices for landing pages. We’ll examine the specifics of PPC landing pages and evaluate their overall contribution to PPC campaigns. You’ll gain intimate information about the crucial components you need to optimize your own PPC landing page thanks to our step-by-step guidance. Later on, we’ll take a step back and examine the overall PPC picture and how it pertains to optimizing the user journey. Therefore, let’s begin.
What is a PPC landing page?
A PPC landing page is a specially created web page that users ‘land’ on after clicking on a PPC ad. PPC landing pages typically exist independently of the business’s main website. Sometimes you can only get to them by clicking on the paid advertisement; you can’t even access them directly from the website.
Like all landing pages, a PPC landing page’s objective is to encourage visitors to convert. to convert customers from viewers. customers become shoppers. results in sales. Conversion rates are the MO, regardless of how you choose to phrase it. Depending on the campaign, different conversion objectives are set. Normally, we anticipate businesses to be trying to close a deal, but they may also be attempting to collect user information such as an email address, download a whitepaper, subscribe to a newsletter, or sign up for an event.
Whatever the objective, a landing page differs from a generic web page in that it is entirely concentrated on that one, unmistakable objective. There is only one star in the sky there. A landing page has just one objective, as opposed to a general homepage, which could have numerous objectives, such as increasing brand awareness, sending visitors to product pages, promoting a newsletter, and so forth.
They can therefore be designed with laser focus. It takes a little more time and effort to optimize landing pages than it does to simply wave leads around aimlessly. They are a fantastic method to increase visitors, boost SEO, develop your brand, and increase revenue. Because of this, landing pages are used by about 68% of B2B businesses to find leads from their target market. But far too frequently, they miss the chance to increase landing page conversions because their landing page design is subpar.
The importance of an optimised PPC landing page
The important thing to keep in mind is that almost every sale made, action completed, or lead converted began with a user experience. This is referred to as a marketing funnel. A person is making progress in their path when they sit down on Google and begin typing a question. They have already stepped into a certain area of the funnel, and hopefully they will continue on to decision-making and conversion. This is the consumer journey, and it has a few important subtleties for PPC.
Your purchased advertisement is where the PPC client journey begins. This could, for instance, be a YouTube video commercial, a Google Ads placement, a banner ad, or SMM (Social Media Marketing). The user clicks on your advertisement and arrives at your PPC landing page for whatever reason. Getting the user to convert is the page’s primary goal. This intended action could be downloading a demo, subscribing to a newsletter, or buying anything. An irresistibly compelling CTA (Call To Action – typically a clickable button) placed in an ideal location on the website will serve as a signpost for this. It’s your end zone in this CTA. The user clicking it is the victory we seek.
Therefore, it must be concise and direct. Your CTA’s language should make it clear to the user where clicking it will send them. And it ought to speak in a forceful, authoritative manner. Consider the phrases “Buy now” or “Download your free whitepaper.” Something like, “Would you like to learn more about this year’s hottest trends?” would be a poor CTA.
Aside from the CTA, the entire landing page must be appealing. We’re talking about extremely sharp language and stunning imagery. The message on your landing page needs to be very explicit and direct. Keep in mind that the targeted user action is its sole objective. Therefore, it must be powerful.
Customer journey mapping is a helpful tool for better understanding this procedure. A user’s path to action is visualized through the usage of customer journey mapping. It will assist you in comprehending the crucial touchpoints along the way as well as the precise objectives or requirements of the user at each step. Customer path mapping reveals the following information about potential customers:
- Pain points
This will serve as your knowledge bank while you design a highly successful PPC landing page.
The very best marketers are aware that PPC advertising works best when combined with other marketing tactics. They wisely allocate their advertising budget to put together all the pieces of a larger marketing strategy. They can compile the lessons and best practices they learned from the landing page and incorporate them into their larger marketing plan. For instance, CR (Conversion Rate) can be a useful tool. Your CRO (Conversion Rate Optimization) activities will be informed by it, providing guidance on how to create pages that encourage conversions and make future modifications to the primary site.
How to optimise a PPC landing page: Tips from award-winning PPC specialists
With this information, we can begin creating the landing page for our PPC campaign. Optimizing landing pages is essential for increasing conversion rates. Here are some of our tried-and-true CRO (Conversion Rate Optimization) techniques for creating a high-yield landing page that encourages more conversions for PPC success.
1. One landing page, one ad set
You won’t be able to determine how effective each ad is in generating those crucial conversions if numerous advertisements are sending consumers to the same page. By assigning each a unique set of metrics, you should test the efficacy of various ad sets and landing sites.
2. Remember: message matching
Your advertisement copy must match the landing page’s content exactly. To ensure relevant content and a consistent delivery, your ad campaign should frequently rely on targeted keywords and phrases. The “message matching” best practice is what will do wonders for your Quality Score.
3. Understand your potential customers
Users want a customized experience whether they are browsing or shopping. That want should be catered for in your paid campaign. Create an ideal customer persona and then carefully design your landing page for that person. You can improve the landing page experience by doing this.
4. Tell it with images
Users typically don’t want to spend much time reading wordy advertisements. If you can effectively illustrate your point with pictures or videos, do so. Take use of the fact that visuals can subtly alter our mood, according to research. Avoid using tacky stock photos. They frequently come across as fake. It is preferable to utilize your own image resources to highlight your goods or services; however, beware of extremely large files since these can lengthen the loading time.
5. Write a hella-punchy headline
Ad headline quality is crucial. It is frequently the only thing that potential customers read. Make it lucid, pertinent, and interesting. It should target the user’s issue specifically and present a fix. Keep in mind your keywords; at least one term related to the theme should be in the headline.
6. CTA – not the time for subtlety
The goal is to get PPC leads to click on your call to action. On your landing page, there really shouldn’t be more than one CTA. Create the page with the CTA as the focal point. Conversions will rise as a result. Use the CTA to clearly state what the lead will receive if they click the link and to implore them to take action. Of course, you don’t want to be impolite, and bear in mind to stay true to your brand voice at all times. However, don’t be hesitant to start out strong.
7. Keep copy short and sweet
No more, pointless paragraphs should be included in the post-click landing page text. The idea is the same as with the CTA. Your landing page writing should effectively and succinctly convey your message in the appropriate voice and style. Bullet points can sometimes useful. Additionally, case studies, testimonials, and quotes have all been shown to reduce bounce rates. So, if you can, incorporate some social proof. Including optimized keywords in your ad copy can help improve your quality score.
8. Consider loading times
Of course, your PPC landing page needs to be visually appealing. The priority is, however, message clarity. Therefore, using extravagant, floral, or aesthetically pleasing design formats with extremely high-resolution photographs is definitely not the best course of action. It can be distracting and will have a detrimental effect on the loading time. Google discovered that the bounce rate increases by 32% as page load time increases from one second to three seconds. The bounce rate reaches a staggering 123% if the loading duration exceeds 10 seconds. That sort of alarming figure will make your advertising spend meaningless.
9. Optimise for mobile
Did you realize that mobile devices account for more than 50% of all web traffic? or that 66.7% of those who shop online do so via a mobile device? The landing page experience should be optimized for mobile use. In all honesty, this also applies to almost all other pages. Make sure your landing page is optimized to provide mobile users with the most seamless, integrated experience because a substantial amount of your PPC traffic will be on mobile devices.
10. Rely on the data
Monitoring the effectiveness of both your landing page and your pay per click advertisement is crucial. You will then have the necessary raw data to continuously enhance your CRO. Your performance is constantly being monitored. Utilize Google Analytics to gather data sets, then base your strategic decisions on what you learn from them.
If you adhere to these landing page optimization best practices, your PPC campaign’s conversion rate will significantly increase. Don’t expect leads to convert on their own just because you’re running a paid advertisement; it’s up to you to clinch the transaction. One important approach to ensure that happens is to optimize your landing page. Keep an eye on the analytics and build your future strategy on what the data indicates.
The bigger picture: Full-scale user journey optimisation
The truth is that you should really consider running page optimization over your entire site if you take your marketing seriously, which you should. It is not limited to PPC. Every page on your website offers unique opportunity for emphasizing benefits, which improves ROI. Users choose a variety of routes to convert. Paid advertisement – landing page – sale is not always the only option. They occasionally walk around the homes. Therefore, make sure that every page on your website is designed to offer the best possible user experience. Your CR will benefit greatly from doing this.
The typical person uses the internet for 145 minutes every day. We’re mostly talking about end users because the majority of those folks work in the B2C industry. Unprecedented opportunities to create leads and close potential consumers now exist. This is the main justification for why having a well-designed, well optimized, SEO-focused website can significantly impact your ability to accomplish your business objectives.
Making sure all of your PPC landing pages are fully optimized and generating the greatest results possible is a fantastic place to start. There, expert agency consultation can be of assistance. The Revenco.Agency is ready to support your business plan, create the best PPC campaign for you, and create custom landing pages with a focus on CRO. To learn how our Revenco.Agency marketers can enhance your PPC marketing campaign, get in contact with us right away.