Pay per Click (PPC) marketing is a paid search campaign where you get a chance to engage with your target audience directly and convert them into your customers. When visitors click on your PPC ad, it means that they are potential customers looking for a product or service as indicated in the ad copy.
The click brings them to a landing page whose sole purpose is to encourage them to take an action. In summary, the landing page is a tool in your hand to win maximum conversions leading to increased ROI from your PPC campaign. This brings forth the importance of optimizing the PPC landing page. You may want to seek professional help from trusted companies offering affordable SEO and PPC services for your landing page optimization.
In addition to higher conversions, a well-optimized landing page also helps in achieving better Quality Scores from Google, which in turn results in improved rankings and lower ad spend.
You too can optimize your landing page effectively if you follow some simple ground rules as discussed below:
Strong & Relevant Headline and Content
Ensure that your landing page content matches exactly with the message in your PPC ad copy. Go for a strong headline that is consistent and relevant to your PPC keyword and ad text. Inconsistent and mismatched message is a big put off for visitors making your paid campaign unsuccessful. In addition, the page content should aim at answering the visitors’ query with respect to your offering in order to drive them to the desired action. You may talk about the features, benefits or USP of your product and service to grab the interest and attention of the visitors. And, to achieve this, all you have is less than a few seconds.
Remember, directing PPC traffic to your generic home page is also a big no. You need to spend that effort and time to come up with relevant PPC specific landing pages.
Professional, Clean Design
Seek the services of a professional web designer to create a clean and engaging landing page design that looks authentic and aligns with your brand image. The page should have an appealing and unique image specific to your PPC ad offering. The overall look and feel of the page should be consistent with the rest of your corporate website.
There are many reliable affordable SEO services providing companies that offer landing page design services to their clients.
Optimized Landing Page Form & CTA
Optimize your landing page form by making it simple and user-friendly. Try to include minimum number of fields just enough to get the essential information about the lead such as first name, last name, email, etc.
The most important element of your landing page form is a prominently placed, eye-catchy button with a clear call-to-action (CTA). The CTA text should be crisp but need not necessarily be always one or two words. Your CTA may also tell visitors what they will get on clicking the button. Getting a nice image with its subject looking to the direction of the ‘call to action’ has also been found to be an effective tactic.
Keep it crisp & simple!
The ground rule is - keep your landing page simple and clutter free. Unnecessary long landing pages with loads of graphics, content and images may take away the real focus and deter visitors to take the action. Moreover, make sure the landing page loads within a couple of seconds.
If you need help with PPC landing page optimization, look for companies that offer affordable SEO services.