PPC Landing Pages That Maximise Conversion Rates
Pay-per-click advertising (PPC) remains the dynamic cornerstone of digital marketing, wielding immense influence. Its potency comes down to its precise audience targeting, swift scalability, and real-time performance tracking. And because businesses pay only when someone clicks through, PPC is a cost-effective way to direct qualified leads to their website. At which point a landing page for PPC can make or break subsequent conversions.
Your landing page for PPC has a huge impact on the success of a PPC campaign, and yet it garners relatively little attention in advice to PPC campaigners. The Outsource Your Marketing team has decided to redress the balance. In this article, you’ll discover how to optimise a landing page for PPC which will increase leads and maximise conversions for your business.
What is a Landing Page for PPC?
A landing page is a dedicated web page designed to guide visitors towards a specific action, whether it’s making a purchase, signing up for a newsletter, or downloading an e-book. Think of it as a gateway that focuses the mind, eliminates distractions, and concentrates totally on the desired conversion goal.
Optimised landing pages enhance marketing campaigns by offering a tailored and compelling experience that addresses customer pain points directly. In a digital landscape that’s saturated with information, a well-crafted landing page for PPC is essential if you want to ensure higher conversions and the maximum return on your investment.
How Do Landing Pages Yield Higher Conversion Rates?
Dedicated landing pages offer significantly superior conversion rates compared to generic web pages. They excel by concentrating on a single purpose, which is to magnify the message that compelled your visitor to click. Picture your landing page for PPC as an extension of the initial ad, focused solely on one objective—prompting the visitor to convert.
To capture your visitor’s attention effectively, your PPC page should act as a guiding hand. It should skilfully navigate them through the essential information required to shape their decision, culminating in a clear call to action. This approach ensures a seamless journey, increasing the likelihood of successful conversions.
Maximise the Quality to Minimise Your Spend
The use of high-quality landing pages will also enhance your Quality Score, which can significantly impact your digital marketing campaign. Google provides this diagnostic tool, which assesses and compares your PPC campaign against other advertisers. The higher your Quality Score, the lower your cost per click.
Think of the Quality Score as a spotlight that illuminates your campaign’s efficacy. It takes into account the relevance and coherence of your landing page, ad text, and keywords, painting a comprehensive picture of your campaign’s resonance with the intended audience. By effectively blending these elements, you not only enhance your landing page’s conversion potential but also bolster your campaign’s overall performance.
7 Steps to an Optimised Landing Page For PPC
You need to know what you’re doing with a PPC landing page, if you want to be sure of maximum conversions. Following these 7 steps will give you a high-yield page that offers an excellent return on investment.
1. Match Up Your Message
Your landing page effectiveness depends on the consistency between your ad copy, and the content on your PPC landing page. Use the same SEO keywords and phrases in both and match the tone and the message throughout. This is exactly what Google is looking for when it comes to awarding your Quality Score, so ensuring that your ad and your landing page are in alignment will pay dividends.
2. Understand Who’s Clicking Through
Customers don’t want to be treated like a generic ‘consumer’; they’re looking for a personalised experience with copy that speaks directly to them. Know who your customers are; create buyer personas. Recognise their pain points and use them in your ad and your landing page copy to forge a connection. Precision targeting will prompt click throughs and customers will be looking for further affirmation from your landing page for PPC.
3. Use Images For Impact
Your customers have made a connection and clicked-through. Avoid making them wade through dense copy by offering imagery or a video instead. Remember though, your customer can click away at any moment, so avoid stock imagery that scream inauthenticity, or video messaging that condescends. Use your own images and in-house video resources wherever possible to maintain and develop your engagement with the customer.
4. Get the Call to Action (CTA) Right
The goal of PPC landing pages is always, always to get your lead to click on your Call to Action. So, reduce the confusion by limiting your page to one CTA. Use it to explain clearly to your lead exactly what they will get when they click through, and don’t hesitate to tell them to do it. Use your brand’s distinctive tone to gently nudge your lead, emphasising that clicking through holds the key to their ultimate benefit.
Here’s an example: Imagine you’re a fitness enthusiast seeking an expert workout guide. A compelling CTA could read, “Unlock Your Ultimate Fitness Journey Now.” The CTA clarifies the benefit to be gained, by simply clicking the link.
5. Keep Copy Concise
There should be no excess words in your landing page copy. Keep it lean, say what the customer needs to read, in your brand tone, and know when enough is enough. You only need to make the conversion once.
Use bullet points for clarity and scan reading. Other ways to keep your lead engaged include testimonials, case studies and quotes that support your product or your core philosophy. Remember to match keywords from the ad, across your copy.
6. Make Landing Pages Responsive
If your landing page for PPC takes longer than 1 second to load, your bounce rate will increase by 32%. If it takes between 3-10 seconds, your bounce rate is through the roof at 123%. Test your loading speed, optimise for it. OK, so you may have to lose a high-definition image, but you’ll be losing far more by leaving it in place.
Click-through to landing pages for PPC happen on mobiles in more than 50% of cases. Make sure, therefore, that your landing page looks good, loads quickly and functions perfectly on mobiles as well as desktops or laptops.
7. Monitor Performance
From the moment you launch your PPC campaign, start tracking the performance of your ad and your landing page. Use the data to tweak ads, strengthen your copy, images, CTA. Never assume that once the ad is out there, and the clicks are coming in, the conversions will take care of themselves.
When it comes to conversions, each lead is a potential success story. Converting a lead is dependent on understanding your audience and tailoring your PPC landing page to their preferences and needs.
About Outsource Your Marketing
Outsource Your Marketing is an experienced marketing team, based in the UK; we exist to that do the jobs you don’t have the time or resources to do. We work with lots of businesses in creating and managing Pay-Per-Click campaigns which includes the creation of creating landing pages optimised for conversion. We can develop your advertising strategy, design the ads, research keywords and carry out A/B testing throughout your campaign.
