You designed your PPC campaigns, allocated your budgets and launched the ads. You notice most of the keywords and phrases you targeted are getting a great response and click-thru rate. However, even with large click-thru rate, you notice a major problem: conversion rates are not performing well and are below your estimated amounts.
In most cases, the problem has to do with the PPC landing page having been overlooked. Nevertheless, the landing pages for your ads are a vital part of the campaign and need to be created from the ground up for each and every ad.
What Is the Intent of the Search Terms?
The first thing you need to do is consider the search terms and intent before building the actual landing page. Put yourself in the place of your target audience and think about why they are searching using that term and what it is they hope to find.
The Layout of the Landing Page Matters
You want to use a strong title/headline at the top of the copy to grab the visitor’s attention. The introductory paragraph should highlight the reasons the person should continue to read the content and draw them in.
Gather Interest Using Various Page Elements and Lengths
After the introductory paragraph, you want to use a mixture of subheadings, bulleted lists, number lists, and other such elements so readers can quickly scan through the copy. Each bulleted or numbered item should spell out exactly what it is you want readers to know.
In addition, you want to tailor the length of the landing page to match what it is you want in return. For instance, if you are trying to get people to provide their email address to send them a free “how to” or other type of “e-book,” then the landing page does not need to be that long.
On the other hand, if you are trying to get them to buy several hundreds of dollars of products or services, then your page needs to be longer in order to give you time to develop a relationship with them and justify why they should buy from you.
It is beneficial to break up longer pieces of content by using images and/or videos. Images and videos can reinforce the ideas presented in the text, such as how happy your products or services have made someone or how they enjoying using them.
Incorporate an Effective Call to Action
All landing pages need to have a call to action at the end of the copy. This could be a clickable button that allows them to buy the product or service, or a form where they can enter in their information in exchange for something. With forms, the fewer fields the user has to fill out, the better, as it leads to higher conversion rates.
Lastly, remember to test your page design, content, and layout and make changes, as needed to increase conversions. Keep in mind, what works for one audience does not always work for another, so you will need to test each PPC landing page so it performs as desired.