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Do’s and Dont’s of the Perfect Landing Page

PPC landing pages are something that every business struggles with. While they may seem simple in theory, their execution is often less than desirable.

Poor execution might be because several different departments can get involved in the creation of a single landing page.

Each part of a company can have a different agenda for the landing page. Customer service wants to highlight their warranty plan. IT wants to stick with their ordinary web template, and the legal team wants to put the company’s policies in an attention-grabbing place.

So many competing interests.

How can you, as the company’s PPC expert, possibly make visitors convert amidst all these competing agendas?

As you know, a PPC landing page can’t do everything on its own.

So how do you balance these different goals?

Start with these do’s and don’ts of the perfect PPC landing page. Here are the do’s, first.

PPC Landing Page Do’s

1. Make Sure That Your Headline, CTA and Offer all Align

These things must align to prevent confusion among visitors. Remember this rule: confusion is bad for conversions.

To bring more clarity to your landing page, follow this rule: the copy should be all about the user.

Discuss the outcome and benefits for the users who decide to take action. And most importantly, remember to keep the writing clear and straightforward.

Now, this is not as easy as it sounds. You might need to start working with a pay per click company.  It takes experience to know how to write compelling copy, stick to the main point of the page and come at it from the perspective of prospective customers.

2. Improve Your Website Design and Graphics

Good web copy is essential – but so are the images and design. They need to meet specific standards so as not to undermine the compelling content that you’ve written.

The first rule is that you need to use images that are relevant to your offer. If you’re selling a book, then you need a picture of the book.

Sounds simple, but this doesn’t always happen for various PPC offers.

The second and final thing you need to know regarding design is that frequently a simple landing page design is all you need, supported by a clear and bold CTA button.

3. Show Your Product In Motion

Videos can do wonders for conversions, especially when offering hard to describe products or services.

However, that doesn’t mean that you should stick any old video onto your landing page. On the contrary. Videos, like images, need to be as relevant as possible to the goal of your landing page.

4. A/B Test Trust Signals

These are things that signal trust. They can include testimonials, trust seals, etc.

You don’t need to clutter your page with them. Even just one or two good ones can tip visitors over the edge and into your sales funnel.

Your landing page may not need them, but you should test them first.

5. Utilize Your Thank You Page

Not only is saying thank you the polite thing to do, but it’s also the right thing to do!

What do we mean by that?

Well, your company might, for example, want to include a bunch of different links on your landing page.

Instead of doing that though, save some of those links and call to actions for your thank you page!

This way, you can have your cake and eat it too.

Keep your landing page clean. And remember this: the conversion doesn’t have to end the conversation!

6. A Landing Page is Not Set in Stone

You should expect possible resistance from your company to landing page revisions or new landing page additions.

After all, landing pages are a big deal to the company’s bottom line, and represent a significant change – and change can always be scary.

Not only that, many companies also collaborate at length before publishing a landing page. Redoing them can be an alarming prospect.

So to sell the idea to your company, start by implementing some of the essential changes. Perhaps the results of those changes will help them see your point of view better…

PPC Landing Page Don’ts

7. Leave Out Distractions

Distractions include external links, social media links, sidebars, site menus, etc. These are (or should be) an obvious no-no.

After all, why would you want to lead your prospects astray when you’ve got them right where you want them?

Don’t let prospects get lost in the woods, because they might not come back.

8. Don’t crowd your landing page with different agendas

Finally, we come full circle to our first point, the most critical part of creating a perfect PPC landing page.

The goal of a PPC landing page should be above all else conversions.

Multiple agendas on your PPC landing page will interfere with this goal.

What are conversions?

Conversions in B2C means selling your product or service.

Conversions in B2B, on the other hand, could mean any of the following: capturing an email address, signing them up for a webinar, or having them download a freebie like an eBook.

You don’t want to ‘oversell” on a landing page by presenting multiple different options. Having “contact us, read this post, read that post, look at our new service offering,” and so on, will just clutter your PPC landing page.

If you want to create several different calls to action, then you’ll need to create several different landing pages. Makes sense right?

It’s a lot easier than it sounds, especially when you have already come up with your landing page design template.

Conclusion

While this advice will give you a good start in creating the perfect PPC landing page, it’s by no means a comprehensive list, nor will every tip here work for every company. You’ll need to test these ideas out for yourself and see how they pan out in your PPC accounts.

After all, PPC can be full of surprises. Every PPC marketer has seen things that shouldn’t work work, and things that should work, not work at all.

Even if these are the right principles for the majority of PPC experts, individual companies might do some things differently.

So please spread the word, and let’s try and get every company on board with these principles.  

If you’re ready to start working with a pay per click company, we’d be glad to help. Reach out to us here.

Pay-Per-Click Marketing: Using PPC to Build Your Business

Pay-per-click marketing is a way of using search engine advertising to generate “clicks” to your website.  One specific way that you’ve probably seen is Google Ads PPC.  The pictured ads at the top of a search with sponsored in the corner, or those links in the search lines with the little green box that says ad in them.  That is what pay-per-click advertising is.

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Here’s how it works.  Every time your ad is clicked, a consumer is sent to your website and you pay the search engine a small fee, hence the term pay-per-click.  When your PPC campaign is well-designed, that fee will be trivial because the visit is worth more to your business than what you pay for it.  For example, if you paid $5 for a click, but the click resulted in a $100 sale, using PPC would be a given.  In order to make the most of your PPC campaign in Kansas, contact an advertising agency that specializes in pay-per-click to help you develop the best campaign for your specific business.

Ultimately, pay-per-click marketing is a win-win scenario for everyone.

  • It’s good for the searchers – Research has shown that searchers click on paid search ads more often than any other form of digital advertising.  This means that people really don’t mind being advertised to, provided that the products and services advertised actually fit what they are looking for.  Because pay-per-click ads are search engine based, the results and ads shown are generally highly relevant to what that consumer was searching for. 
  • It’s good for the advertisers – Advertisers are offered a unique means of putting their product in front of consumers who are actively and specifically seeking out that product.  This is because searchers reveal their intent through their search query.  Advertisers are also able to accurately measure the quality of the traffic that results from each search engine click which enables them to fine-tune their advertising efforts.  Your local pay-per-click company in Kansas, such as SaltRank, is a great place to start a winning PPC campaign.
  • It’s good for search engines – PPC enables search engines to meet the needs of searchers and advertisers at the same time.  Searchers comprise their user-base and they want to provide relevant results to those searchers so that they stay happy users.  Advertisers provide the search engines with their revenue stream, so the engines want to ensure that the ads shown are relevant to the consumer so that the advertiser has success and continues to use them as a marketing strategy.
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A unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space.  They reward the highest-quality ads that are the most popular with the users.  So, the better and more relevant your ads are, the greater your click-through rates will be, and the lower your cost per click will be.  This is a great reason why you should contact an advertising agency specializing in pay-per-click advertising.

Is Pay-Per-Click Marketing Right For You?

So, now that we’ve discussed a bit about pay-per-click marketing, let’s discuss whether it’s right for you.  PPC offers advertisers a unique opportunity to:

  • Grow your customer base – PPC allows you to connect with searchers who are actively looking for products and services like yours.
  • General leads at low costs – Because pay-per-click marketing allows you to reach leads and prospects when they are researching and looking to buy, it’s a highly effective way to bring interested visitors to your site and likely convert those visits into sales.  Also, search engines generally offer an algorithmically generated discount for making their users happy.

In truth, pay-per-click marketing is a strategy that can work for almost any kind of business.  Whether you’re looking to sell products through e-commerce sites, generate leads for a service-based industry, build your brand awareness, or drive foot traffic to your local store, PPC can help with that.  The difficulty is in the execution.  In order to get the most out of your pay-per-click campaign, you need to follow a few best practices.

Keyword research. 

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Keyword research for PPC can be very time consuming, but it is incredibly important.  Your entire PPC campaign revolves around keywords.  The businesses that are the most successful are continuously growing and refining their PPC keyword list.  If you only do your keyword research once, you are likely going to be missing out on hundreds or even thousands of valuable, low-cost and highly relevant keywords that could be driving traffic to your site.  An effective keyword list should be relevant, exhaustive, and expansive.  In addition, your PPC keyword strategy should also include regular negative keyword discovery which can help to ensure that your ads are not showing up for searches that are not relevant to your business.  If you’re looking for help and advice with this in Kansas, don’t hesitate to reach out to a local advertising agency that specializes in PPC advertising.

Managing your pay-per-click campaigns.

Once you have created your ad campaign, you’ll need to manage it regularly to make sure that it is, and will continue to be, effective.  Regular account activity is one of the best predictors of account success.  You should be continuously analyzing the performance of your ads.  Even 20 minutes a week can make a bit different.  Here are a few things that you should monitor and adjust as necessary.

  1. Add PPC keywords – Expand the reach of your pay-per-click campaigns by adding keywords that are relevant to your business.
  2. Add negative keywords – Add non-converting terms as negative keywords to improve your campaign’s relevance, as well as reducing wasted spent. 
  3. Split Ad Groups – Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you to create more targeted ad text, and better landing pages.
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By continuously optimizing your pay-per-click campaigns, you’ll be able to grow your customer base and increase your ROI.  Don’t be afraid to reach out to your local advertising company in Kansas to help you with your PPC campaign.  Spending a little more money to get started on the right foot can increase your returns and decrease your costs in the long run.

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