When running a pay-per-click advertising campaign, many companies simply link their ads to their home page, but this is a mistake. Your home page has to function for a wide range of visitors – new and existing clients – and should highlight all the services you offer. A good PPC ad targets a specific portion of your audience, usually new clients, and often focuses on just one service or group of services you offer. You’ll find your PPC ad campaign is more effective if you direct these visitors to a PPC landing page that speaks directly to their needs.
A landing page is simply the first page that your visitors will visit when clicking on your ad. It should expand on the message in your ad, so…
Every ad campaign should have its own landing page. If you are running multiple ad campaigns, you want to create multiple landing pages. For example, if you are a pet store, you will want a dog-focused landing page for the ads that target dog owners, and a cat-focused page for the cat campaign. But you can also get more specific than this. If your ad targets senior Chihuahuas who suffer from hip dysplasia, you can create a landing page that specifically targets this demographic. By highlighting only products that those customers would want, you’ll get better results.
Include a clear call to action. You’ve got your visitor on a page that directly speaks to their needs, but what do you want them to do next? Are you hoping they will purchase a product, sign up for a newsletter, or contact you? Tell them! And make sure that the call to action on your landing page matches the call to action in your ad campaign.
Meet the customer’s expectations. When someone clicks on your ad, they should have an idea of what’s on the other side – and you should provide exactly that. “Tricking” someone to clicking on an ad by promising something that you won’t deliver is not effective. After all, you paid for that click, so unless your goal is just to get a visitor on your site for a few seconds, you want to make sure that the visitor you paid for is worth it.
Keep it simple. A landing page is your opportunity to explain how you can solve your visitors’ problem and make their lives easier, but all too often, companies get too concerned with answering every possible question or concern on just one page. Visitors don’t have much patience – so get to the point! Make good use of the heading and subheadings to allow them to easily skim the page and determine that it’s the place they’ve been looking for. Then they can delve further into the site to get those more detailed questions answered.
Track the results from the landing page. Just as you keep track of how effective your different ad campaigns are, you can test out different landing pages. You may even want to connect ads with the exact same wording to two separate landing pages to ensure that the difference in results isn’t due to the wording in your ad but is definitely caused by the landing page. Don’t just test the copy – also try different colors, layouts, and calls to action. Sometimes small changes can make a big difference in your conversion rates.