Creating Effective PPC Landing Pages
PPC advertising (pay per click) costs you money – sometimes even dollars per click – so it's vital to make every click count in search engine marketing management. Your initial goal for your PPC advertising campaign may be to increase traffic, but you'll also want to convert those visitors to your site into loyal and profitable customers. You can do this by making sure that you guide your pay per click visitors to a specific landing page that will convert them from a passive visitor to a satisfied customer.
There are many different ideas on what makes a successful landing page for PPC advertising. Testing your Pay Per Click landing pages is probably one of the most important things you can do to find the right mix that works for your business market. Here are some PPC advertising tips on how to create effective landing pages aimed to convert your target audience.
Strong call to action
PPC advertising is highly targeted so traffic will be focused. It's important that you don't confuse your pay per click visitors with too many offers and distractions from the original online marketing promotion that brought them to your landing page in the first place. Your page should be solely dedicated to a single purpose – with a strong call to action that is specific for each PPC advertising promotion. What is your pay per click offer? And who is your pay per click target audience? The call to action may be to download a file or buy a product. This action needs to be bold, big and repeated several times on the page. The call to action should also be customized for each PPC advertising campaign you are running.
Streamline information
Make sure your page provides the information you've promised, and incorporate some of the same text you have used in your pay per click advertising. Sentences should be short, with concise copy that makes your points quickly and directly. Your visitors need to easily scan the page to find the content they are looking for and that fulfills the promise you made in your PPC advertising copy.
Solve your customer's problem
Answer all questions your pay per click visitor may have to increase your chances of a sale. Use testimonials, graphics of the product and provide details of the exact service promoted in your PPC advertising. Make sure that any questions your customer may have before they click on the "buy now" button are answered. Try to minimize your visitor's need to wander off the landing page before they complete the action you desire.
Minimize distractions
PPC advertising is best kept simple. Creative elements that look great on other pages on your Web site may be confusing for your landing pages. Bear in mind, the goals of your home page may be to inform customers of multiple products, services and industry news, whereas landing pages should be dedicated solely to your PPC advertising goal. The most effective landing pages are easy on the eye so the visitor can pay attention to the desired action. Without the distractions of unnecessary graphics and flashy navigation, you increase your opportunity to focus your pay per click visitor on the specific action you want them to take. Once that action is completed, you can provide a specific path for your pay per click customer to view other pages on your Web site.
Giveaway
It may seem obvious, but providing something for free often helps you get more from your PPC advertising. Some visitors to your landing page will not be ready to commit to a sale immediately – despite their interest and your strong persuasive copy! They're just not at the right point in the sales cycle. However, you can still capture their information by offering a free report or suitable giveaway that pertains to the product or service in your pay per click ad. Careful follow-up of these PPC advertising leads can nurture new visitors to become loyal customers.
Avoid technical hiccups
Fast download times are crucial to ensure you avoid frustration and direct your pay per click visitors to the information they're looking for. The use of bold headings and bigger "BUY" or "SUBMIT NOW" buttons help increase PPC advertising success rates as your potential customer can find it easier to navigate the page and follow the action that is being suggested to them. Ask only for the information you really need on a registration form. Although it's tempting to ask for every single entry field in your sales database – the shorter the form, the more likely people will complete the whole form. Rely on your PPC advertising team to follow-up and complete the missing entry fields once you've secured the lead from the website.
Test! Test! Test!
The most important thing you can do to increase the effectiveness of your pay per click landing pages is to test them! Look for immediate conversions and also at the longer term effectiveness as pay per click leads are nurtured and then closed. There are so many variants that can be changed to increase the effectiveness of your page to suit your specific audience and desired action – only testing will help to find the blend of elements that creates the best results for your online marketing and PPC advertising management.
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