Even the best PPC ads will only get you so far if your landing pages aren’t geared up to seal the deal. When a user clicks your ad you’ve already paid for the privilege, but you still have a long way to go before you can turn this visitor into a paying customer and PPC profit.
This is where landing pages come in – the bridge between your ads and that final purchase. Google has already got it’s money (assuming you use AdWords) and the rest is up to you – so what makes a good landing page and how can you use them to max out conversions?
Rule #1: Have a landing page
We mentioned this in our recent article on the worst AdWords mistakes to avoid at all costs. The worst thing you can do is link to your homepage and assume visitors will find their way from there. They won’t. They’ll ditch your website, along with countless other visitors, until you wonder where all your budget went and why it generated no income.
Rule #2: Make it relevant
This is true for every part of your PPC campaigns and landing pages are no different. There’s nothing worse than clicking on an ad and ending somewhere unexpected or wondering what to do next. If your ad is for 50% off summer shoes, then your landing page needs to scream 50% off summer shoes, and tell users in an instant where they can find them.
Bonus tip: Use your ad headline as the title of your landing page so users instantly know they have come to the right place.
Rule #3: Create separate landing pages for each campaign
Every one of your PPC goals should have its own campaign and every campaign should have its own landing page. This should go without saying when relevance is so important, but you may find one landing page per campaign isn’t enough.
Each campaign can have multiple ads and you should strongly consider unique landing pages for each ad you run. They can vary as much or as little as you feel necessary (matching titles for example) but these ads and landing pages give you a huge opportunity to experiment for better conversions.
Rule #4: Follow the classic formula
Generally speaking, a good landing page needs to include the following five elements:
- Your product, service or offer (think visual)
- Copy broken up by subheadings with snappy descriptions (benefits, not features)
- A call to action
- An secondary call to action
You can pretty much follow these in order, although you might want to switch 2 and 3 around, depending on the design of your landing page. And, speaking of design, you want pages that impress from the second a user arrives with layouts that gently guide them towards that call to action button.
You also need to make sure all this happens in record breaking time, with landing pages that load in a flash, while you might want to experiment with secondary calls to action for any visitors who get cold feet at the final moment.
Rule #5: Track sales and optimise for better results
One of the great things about PPC is the sales funnel is generally much shorter (because visitors are already interested in your services), but this doesn’t mean you don’t want to track sales. AdWords allows you to set up conversion tracking to give you better insights into your campaign performance and you can create your own conversion funnels in Google Analytics.
The point is you want to know what’s going right and what could go better. This way you’re in a position to make changes to your landing pages (as well as your whole PPC strategy) and optimise for better results.
Next time on Inside PPC
We’re not done with landing pages yet and next time we’ll be showing you some of the best and worst examples from around the web.